Divergent temporal courses for liking versus wanting in response to persuasion

• Published in: Emotion (Washington, D.C.) Vol. 20; no. 2; p. 261
• Main Authors: Joo, Mingyu, Liu, Wendy, Wilbur, Kenneth C
• Format: Journal Article
• Language: English
• Published: United States 01.03.2020
• Subjects: Adult; Advertising; Emotions; Female; Humans; Male; Motivation; Persuasive Communication; Reward; Time Factors

Liking and wanting are two foundational processes underlying the individual's reward system. Whereas the differences between liking and wanting have been studied extensively in the context of substance addiction, there have been few empirical studies of their manifestation in ordinary, nonaddic...