Sentiment, Inc. is a science fiction short story by Poul W. Anderson first published in 1953.

The way we feel about another person, or about objects, is often bound up in associations that have no direct connection with the person or object at all.

Often, what we call a "change of heart" comes about sheerly from a change in the many associations which make up our present viewpoint. Now, suppose that these associations could be altered artificially, at the option of the person who was in charge of the process....

Sentiment, Inc. first appeared in the magazine Science Fiction Stories in 1953.

Poul William Anderson (1926-2001) was an American science fiction author who began his career during one of the Golden Ages of the genre and continued to write and remain popular into the 21st century.

Anderson also authored several works of fantasy, historical novels, and a prodigious number of short stories. He received numerous awards for his writing, including seven Hugo Awards and three Nebula Awards.