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[LIFE] ...the Pleasure/Pain Principle

''The ego refuses to be distressed by the provocations of reality, to let itself be compelled to suffer. It insists that it cannot be affected by the traumas of the external world; it shows, in fact, that such traumas are no more than occasions for it to gain pleasure.''
― Sigmund Freud

Marketing uses this 'reward myself for suffering' tendency in people very effectively in it's taglines: ''A hard earned thirst needs a big cold beer and the best cold beer is_________!'' 


“To acquire the habit of reading is to construct for yourself a refuge from almost all the miseries of life.”
― W. Somerset Maugham, Books and You

 

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