In 2002 Diet Coke launched their new marketing slogan:
“Do what feels good.”
It was just another ploy in a slew of ad campaigns designed to hijack the human desire to seek pleasure. We’re wired after all to move toward pleasure, and away from pain.
So it’s no surprise that sales skyrocketed.
Whether it’s messages to inhale soft drinks or to buy the latest smartphone, we’re habituated to elevate feeling good over everything else.
And it’s no wonder, because pain/pleasure impulse is a natural evolutionary trait that has served us well as humans for millions of years.