HUMAN BEING's criteria of choice, in Life and in Marketing too

1. PLEASURE

2. RIGHT

3. GOOD

4. and normally, HUMAN BEING, will trend to PLEASURE ( even in a scarcity of resources)

5. What J want

6. It like me

7. PAIN

8. It don't like me

9. WRONG

10. EVIL

11. What J don't want

12. This in general, but is not only so: there are other reference points more strong than these