Their advertisements inflame our baser instincts, such as pride, lust, envy and greed.

FORBES: Godly Work

Selling a candidate or a product both involve building trust, brand loyalty and appealing to both our baser and higher needs.

FORBES: Magazine Article

Rather, because his Scarpia is in so many ways just another powerful man unable to blunt his baser instincts, he is all the more menacing.

WSJ: Maria Callas | Puccini's Tosca | The Measure of a Diva | Masterpiece by David Mermelstein

Even the ancients mixed baser metals into their coins over time.

FORBES: Why Precious Metals Make Sense -- In General

The list of higher emotions is not as well defined as that of the baser ones, but they include things such as guilt, embarrassment, shame and sympathy.

ECONOMIST: Emotion is essential to human survival

Baser also provided a scrap of insight on how to measure word of mouth on Facebook, which means how many unique people said something about your brand in, say, the last week?

FORBES: How Can Brands Make the Most of Facebook Fans?