How does effort enhance emotion?
2 May 2017
How does effort enhance emotion?

Why does a beer taste better after a hard day's work? Why do we feel less guilty eating cake after a workout? The answer lies in the balance of effort and reward, and brands often play on the emotions formed by this dynamic. But does the amount we value something just depend on the effort we put in?

Darren Loucaides

Darren Loucaides is a travel writer and music critic for the BBC. He’s lived and travelled in Italy, the Middle East and Latin America, and has become obsessed with the parallels between cultural and political trends.