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In philosophy, emotivism, also known as individual ethical subjectivism is a belief that there are no unbiased (or supreme) ethical truths in the universe, but rather what we believe to be ethically right or wrong.

Take the statement "Cloning is wrong". An emotivist would analyze the statement to mean: "Do I have any negative feelings about cloning?". Emotivisists base morality solely on feelings and emotions rather than rational thought.

A common explanation of the emotivist position is that it holds the claim "Murder is wrong" to express not a statement of universal fact, nor a mere command ("You! Do not murder!") but rather an emotional reaction, more powerful than but just as individual as a statement of taste -- "Murder, yuck!"