Every marketer knows that people want more good things — good products, experiences, and ideas — and fewer bad ones. What they may not realize, however, is something that research psychologists have known (and kept mostly to themselves) for over two decades: there are two fundamentally different kinds of good. Tailor your message to match the kind of “good” you are selling, and you can increase consumer trust, message believability, engagement, and perceived value. Mismatch, and your message falls flat. So, what kinds of “good” do people want?