MANKIND IS IN NEED OF THREE THINGS: GUILT, SHAME, AND FEAR.
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An emotion used to control behavior can't be felt most of the time, since people would habituate to it. If the emotional control over behavior is successful, people will usually be behaving as desired.
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Thus successful emotional control over behavior will be by associating negative emotion with undesired behavior, rather than by associating positive emotion with desired behavior.
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