foundations to our emotions yet each basic emotion has more

complex ones that blend and grow from it. Review the next sheets to
locate the different complex of emotions you want to stir from each
Book of RitPlutchik Ekman, FriMcDougall
Joy Joy Joy Elation
Anger Anger Anger Anger
Fear Fear Fear Fear
Disliking Disgust Disgust Disgust
Liking Surprise Surprise Wonder
Sadness Sadness Sadness Subjection
Love Acceptance Tender-Emotion
Anticipation
The following emotional categories were formed by Shaver et al. (2001).
more complex emotions you'd like to highlight.
Primary emotion Secondary emotion
Affection
Love Lust
Longing

Joy

Cheerfulness
Zest
Contentment
Pride
Optimism
Enthrallment
Relief

Surprise surprise

Irritation
Exasperation

Anger
Anger

Rage
Disgust
Envy
Tournment

Suffering

Sadness
Dissapointment
Sadness
Shame
Sadness

Neglect
Sympathy

Horror
Fear
Nervousness
d by Shaver et al. (2001). To use this worksheet, choose from the primary or secondary emotion lists (the building blocks) and der
Tertiary emotions
Adoration, affection, love, fondness, liking, attraction, caring, tenderness, compassion, sentimentality
Arousal, desire, lust, passion, infatuation
Longing

Amusement, bliss, cheerfulness, gaiety, glee, jolliness, joviality, joy, delight, enjoyment, gladness, happiness, jubilati
satisfaction, ecstasy, euphoria
Enthusiasm, zeal, zest, excitement, thrill, exhilaration
Contentment, pleasure
Pride, triumph
Eagerness, hope, optimism
Enthrallment, rapture
Relief

Amazement, surprise, astonishment

Aggravation, irritation, agitation, annoyance, grouchiness, grumpiness

Exasperation, frustration
Anger, rage, outrage, fury, wrath, hostility, ferocity, bitterness, hate, loathing, scorn, spite, vengefulness, di
Disgust, revulsion, contempt
Envy, jealousy
Torment

Agony, suffering, hurt, anguish

Depression, despair, hopelessness, gloom, glumness, sadness, unhappiness, grief, sorrow, woe, misery, me
Dismay, disappointment, displeasure
Guilt, shame, regret, remorse
Alienation, isolation, neglect, loneliness, rejection, homesickness, defeat, dejection, insecurity, embarrassm
insult
Pity, sympathy

Alarm, shock, fear, fright, horror, terror, panic, hysteria, mortification

Anxiety, nervousness, tenseness, uneasiness, apprehension, worry, distress, dread
 Insturctions: The table below features the 3 basic categories of emotional effects you can stir in your customers: Calmin
Positive and Conflicting.
Calming Triggers
Calming Triggers Positive Triggers
Positive Triggers Conflicting Triggers
Serenity Peace Joy Pride Lust
Relief Satisfaction CheerfulnessTriumph Vanity
Trust Admiration Interest Optimism Fear
Gratitude Acceptance Surprise Ambition Alarm
Self confide Interest AnticipationEcstasy Greed
Self significance Amusement Euphoria Guilty
Hope Belonging Secure Embarressm
Pleasure Generous Admiration Doubt (self a
Compassion Attachment Longing
Sentimentality Inspiration Passion
Fondness Affection Frustration
Elation Love Infatuation
Belonging Fondness Thrill
Inspiration Attraction Aggravation
Faith Caring Grumpiness
Belief Tenderness Bitterness
Calmness Courage Jealousy
an stir in your customers: Calming,

Conflicting Triggers
Apprehention
Defeat
Insecurity
Disapointment
Envy
Remorse
Pity
Shock
Panick
Worry
Homesick
Rejection
Insult
Depression
Loathing
Hate
Fury
The four pairs of polar opposites: Joy-Sadness, Anger-Fear, Trust-Distrust, Surprise-A
Distrust, Surprise-A