Primary emotions are brief, intense, and they cannot be controlled. Emotion researcher Dylan Evans of King’s College London says primary emotions are: “Joy, sorrow, anger, fear, surprise, disgust.”
What is really striking about the secondary emotions is how social they are and how important they are. You can feel primary emotions when you are alone. But to work up a secondary emotion you need someone else around. The so-called secondary emotions are not secondary in reality. They make up the volatile mix from which human relationships are formed, which makes them pretty fundamental. Secondary emotions combine the head with the heart. They are: love, guilt, shame, pride, envy, jealousy. Which brings us to emotion number one. The most fundamental of them all, love. In the consumer world, we call these Lovemarks.
Love needs respect right from the start. Without it, love will not last. It will fade like all passions and infatuations. Respect is one of the founding principles of Lovemarks. We need to understand what it demands. Respect looks to performance, reputation, and trust as its organizing principles. Within each of these principles we believe there is an inspiring code of conduct.