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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