"Greed
Greed is the opposite emotion to fear, in that it is the emotion that makes us do things we would not normally do."
http://daytrading.about.com/od/tradingpsychology/a/FearAndGreed.htm
http://www.tradingtips.com/how-to-overcome-the-emotions-of-greed-an...
http://www.awaionline.com/2011/07/how-to-become-a-smarter-more-powe...
In the dictionary definition, it's a 'desire'.
Anyway, let's get over the wording debate for the sake of the main topic.
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