Fear sells. Fear of missing out, fear of being an imposter, fear of crime, fear of injury, fear of sickness … we can all think of times when people we know (or worse, a people in the throes of madness of crowds) have made really bad decisions because they were afraid of something. Bruce Schneier has documented this a number of times. For instance: “it’s smart politics to exaggerate terrorist threats”  and “fear makes people deferential, docile, and distrustful, and both politicians and marketers have learned to take advantage of this.”

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