FAST FOOD SCENARIO Daniel, an Entrepreneur, Is Planning to Open a Fast-Food Restaurant

FAST FOOD SCENARIO
Daniel, an entrepreneur, is planning to open a fast-food restaurant. He wants to cash in on the huge population of busy professionals who usually don't have the time for a sit-down meal. They prefer instead to grab a bite on the go. Daniel has done his fair share of research, and he found that though fast-food restaurants cater to the need for a quick bite, consumers feel guilty of indulging in what they thought was "unhealthy." Daniel conceptualized a place that will offer a quick bite as a healthy alternative, so consumers would not have to suffer from guilt. Daniel is looking at establishing a long-term relationship based on trust with his customers.
-Refer to Fast Food Scenario.Daniel found that though fast-food restaurants cater to the need for a quick bite,consumers feel guilty of indulging in "unhealthy" food habits.This experience of guilt can be best described as _____ associated with the consumption of fast food.

A) intuition
B) affect
C) memory
D) cognition
E) motivation