Chapter 4
Affective
Let me tell you another personal story. Again, please try not to judge me for it.
Throughout my life, up until a few months ago, I had never given money to charity. I had never donated a pound to PETA, a euro to the aged, nor a shekel to tsunami relief. The point is, I never gave my cash away to any cause.
One cause in particular to which I never donated was The Big Issue. As a Londoner, I encounter Big Issue sellers on almost a daily basis. Every single time, however, I essentially ignored the seller; I said, ‘No thank you,’ but every Big Issue seller failed to pass into that crucial 40 ‘bits’ of consciously processed information, and I never bought a copy.
However, one day, I did pay attention. I noticed the seller and his ...
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