Persons living with chronic disease present with a wide array of emotions. These range from affable and accepting, action- oriented attitude, to anxious, afraid or apathic, adynamic acceptance of disease. Yet others may be argumentative and angry, or openly aggressive and antisocial. Increasingly, primary care practitioners also encounter 'pseudo academic' or hyperaware' patients, who base their knowledge on non scientific social media. This communication describes the various array of emotions encountered in chronic diseases such as diabetes and obesity, and suggests an individualized approach to deal with them.