Overview: The field of loyalty has not been addressed directly by emotions theorists though it is an attractive subject for researchers in a variety of fields, including sociology, psychology, business and econA well-developed appreciation of emotions is absolutely essential for sociology because no action can occur in a society without emotional involvement. Jack Barbalet (2002:2) Why we engage in what we do is a consuming passion of our existence. Motivations are searched for, discussed, lamented and sometimes even wished away. A range of labels, descriptors, markers, terms, signs and symbol
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