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Overestimating the intensity or duration of emotional reactions to future events.
Leads to poor decision-making about future commitments, overinvestment in single outcomes, and inadequate emotional preparation.
People consistently overestimate both how good they'll feel about positive events and how bad they'll feel about negative ones, and how long these feelings will last.
"Evolution gave you pattern recognition. Marketing gave you patterns to recognize. Guess who's winning?"
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