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Wanting something and liking something are two separate things, and it is not uncommon that people develop strong "wants", or "must haves" for things they don't particularly like.

Indeed, it is possible that certain events increase our want for an object, while simultaneously decreasing how much we actually like the object. According to a recent research report this can happen in particular, when things become seemingly hard to obtain: When something we've been thwarted in our attempt to obtain an object, we end up wanting it more, while at the same time liking it less......




Litt, A., Khan, U., & Shiv, B. (2009) Lusting While Loathing: Parallel Counterdriving of Wanting and Liking. Psychological Science, 21(1), 118-125. DOI: 10.1177/0956797609355633  Lusting While Loathing: Parallel Counterdriving of Wanting and Liking






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