Various neuroscientists have explained that humans have a unique and powerful neuro system that can be formed or deformed in life depending on how we direct our behaviors and thought patterns.

Emotions are the byproducts of human psychology that drive buyers from their homes to shops and marketplaces. Buyers are in one way or the other taking initiatives to achieve desired states of emotion through products and services. Hence, products and services contain emotional elements.

When I was a college student in the early 1990s, the daily bus ride was fun and oftentimes a curious event. Among the regular beggars, singers and pickpockets encountered in the buses and bus terminals were the hawkers for newspapers, cheap magazines, and booklets. They would mix the names and surnames of the people in petty news and try to create the name of a leader or a celebrity. Then they would shout about the fabricated event. If they shouted 'Bhattarai is dead’, people would buy their stuff and would end up realizing that someone called Bhattarai had died in a hospital or a road accident. They mixed common events such as death, marriage, divorce, and illness with the names of the bigwig to create a sensation. But the prospective reader first thought about some big personality and bought the item. By the time they realized, the hawker would have exited the bus and the bus itself would be 3-4 stations down the route. An example of classic, non-digital, pre-internet, pre-social media fake news.