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  • Why should we hide the things we love?
  • Why should we hide the things we love?
    Fuad Babayev, Creative Commons (2014) ©
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What makes guilty pleasures so appealing?

From playlists we hope no-one ever finds to the foods we only eat alone, everyone has at least one guilty pleasure. But does keeping quiet about one’s secret loves heighten the feel-good factor, or simply contribute to cultural snobbery? And how might brands rethink the use of guilt as an emotion?