assuage - verb
To cause to be less harsh, severe, or violent, usually in reference to appetite, pain, disease, or excitement, as in She assuaged the pain of her terminally ill patient.
As psychologists begin to explore the boundaries of regret, marketers have already begun to exploit the emotion in promotions of products ranging from greeting cards to flowers to automobiles.
—Barry Meier “The Regret Business: Marketers Tool Products to Assuage Feelings” New York Times, January 2, 1994
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