This book discusses how pleasure, as an emotional motivation, can play a leading role in improving the learning of new cognitive skills and abilities. Set in a research center orientated to innovate educative techniques for optimizing the learning process, this case study is focusing on the power of pleasure (joy) as a strategy to better the standard education systems in Argentina and beyond.This editorial project is based on an efficient experiment known as “PANCOE” where pre-graduate students of tourism bachelor at the University of Palermo, Argentina, were subject to different...