Our Biological Incentive System can also mete out mental rewards and punishments

On Desire: Why we want what we want P. 150

Our [Biological Incentive System]BIS can also mete out mental rewards and punishments. It does this by causing us to experience emotions — also known as feelings. Some of these emotions feel good; others feel bad. … Among the feel-good emotions our BIS can reward us with are feelings of joy, pride, happiness, and tranquility; among the feel-bad emotions our BIS can punish us with are feelings of shame, regret, loneliness, embarrassment, anxiety, frustration, and fear.” [don’t forget social status]

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