Much of our behavioral changes during the COVID-19 pandemic are driven by fear, a primal survival instinct, subsequently re-enforced by state mandates. It is proving difficult for some to unwind their fear even having been vaccinated. Is fear the best means of influencing our behavior? 
Fear is a strong motivator; it is the basis of fight or flight. Long before a shutdown for businesses was declared in Florida, many individuals who felt they were "at-risk" voluntarily stayed at home. What is the role of fear in the time of COVID-19, and more specifically, to what degree is fear driving our behavior?
Are the very real physical costs of your outrage worth it? Albeit the election, contentious divorce or nonstop negativity, there are tangible prices to our responses to these and other types of triggers.
Ben & Jerry's headquarters, in Waterbury, VT
Ben & Jerry's wants us to believe that global warming, while catastrophic enough in its own right, could also deprive us of some of our favorite dessert flavors. Immediate action is necessary, the company implores us, or the chocolate, nuts and coffee used as ingredients could vanish from the Earth. By rolling out this disingenuous marketing gimmick the ice cream maker must think its customers are dimwitted rubes with no ability to engage in critical thinking. 
Today s NYTimes Personal Health column by Jane E. Brody could pass for an ACSH publication: Emotion Is Not the Best Medicine. How many times have we said that? She uses the Ebola hysteria as her hook, but the column is replete with wise words.
Why wouldn t consumers want to embrace a technology that could: Reduce the use of pesticides on crops; provide crops resistant to drought and high salinity in soil; enhance the nutritional value of foods; improve disease resistance in crops; prevent expansion of agriculture into marginal lands; allow the use of soil-conserving methods; and reduce the anti-nutrients in staple crops?