Being fearful of what others think of us is a large motivator in our society. Fear of death and rejection keeps us eating healthy. How many people would avoid dieting altogether if people weren’t afraid of being unattractive to their peers? I submit that the diet industry would go out of business if we could remove this fear. Much of the advice and counsel a doctor offers would fall on deaf ears if not for fear of death that makes people take their medicine. Fear is a great seller of things. Marketers and corporations sell fear all the time. We are taught in retail to use the fear of missing out on something to close sales. We run sales with time limits to create the catalyst needed to get someone to commit to a deal. Beauty products are a multi-million dollar industry based on the fear of not being pretty, or not adhering to the social standards of beauty. Men buy grooming products to alleviate the fear of being too scruffy for potential suitors. New cars help us avoid being found undesirable or poverty