This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book conveys that morality and emotion are mutually dependant and deeply indicative of specific cultural and social determinants which in turn influence the way people experience life and place value on the most varied cognitive and social phenomena, both consciously and unconsciously. It addresses the "dark side" of empathy, claiming that it "leads to favouritism, in-group bias and insensitivity to cases of injustice and situations of large-scale loss". The book focuses that the value people place on things is highly dependent on social biases, character and education, raising relevant questions regarding ethics and morality. Instead of dwelling on emotions traditionally seen as negatively charged, the book selects to focus on love and morality. The book demonstrates how the promotion of the subjective wellbeing (SWB) of citizens is not only beneficial for the individual's happiness, but also for society as a whole.