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...changing careers, the act of signing up can evoke feelings of fear and even pleasure that help explain the choice. Where the previous example was about choosing in anticipation of excitement to come, here you experience it immediately. Again, however, it is a rational choice to experience the feeling as part of the decision. But there’s a third category of emotions that...

...changes that appeal to a sense of nostalgia and traditional 'Britishness' that echo the national mood. This has been the case, for instance, according to many commentators with grammar schools. Gaby Hinsliff talks about this new politics in her article The May Doctrine: Just Go with the Populist Flow in The Guardian. An abiding theme throughout her career has been that of...