Affiliation is community. Fitting in. Being liked. Affiliation is wearing the right fashion, using the correct salad fork and knowing the words to the song around the campfire. Status is always relative. Who eats lunch first? Who’s up and who’s down? And freedom from fear is an internal construct. Fear can be used as fuel, but it’s more likely to be avoided. Marketing works on these three principles. And systems all use them to maintain their structure. If you want to understand why someone makes a choice, look for what people actually want, not only the proxies and substitutes they say they
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