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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?

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Whether it’s your secret love of Bridget Jones’ Diary, that you can’t get enough of the Kardashians, or a compulsion to dad-dance whenever you’re in earshot of an ‘80s track, having a guilty pleasure is good for you; research conducted at the Yale Center for Customer Insights in 2012 confirmed the theory that the presence of guilt increases sentiments of pleasure. [1] Indeed, it seems that there’s nothing wrong with embracing trashy telly or movies, popping your name in Google for an ego boost, or salivating over images of food porn. And with 2016 movie Bad Moms ...

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