The Secrets To Influencing Human Behavior

All living things are psychologically controlled primarily by three important factors: the powers of fear, belief, and love—and the mutually generating interaction between them, which in turn influence (and are influenced in return by) a living being’s needs and wants.
And when it comes to humans, a fourth factor comes into the picture: the power of freewill. The influence of these powers hold strong because of one simple truth of life: That the natural state of all living beings, basically, is that of discontent – because life itself is unfair, riddled with the struggle to fulfill one’s wants and needs.

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Source: Return of Kings