Wanting and Liking: Observations from the Neuroscience and Psychology Laboratory

Journal of Experimental Psychology: Animal Learning and Cognition “Wanting,” “Liking,” and Their Relation to Consciousness

Liking, wanting, and the incentive-sensitization theory of addiction.

Rewards are both "liked" and "wanted," and those 2 words seem almost interchangeable. However, the brain circuitry that mediates the psychological process of "wanting" a particular reward is dissociable from circuitry that mediates the degree to which it is "liked." Incentive salience or "wanting," a form of motivation, is generated by large and robust neural systems that include mesolimbic dop...

Testing the validity of implicit measures of wanting and liking.

BACKGROUND AND OBJECTIVES Over the last decade, there has been a surge of studies examining implicit processes underlying addiction. Some implicit measures are assumed to reflect "liking" whereas other implicit measures are assumed to reflect "wanting". There is, however, little evidence to back up this claim. We examined whether implicit and explicit measures of wanting and of liking are diffe...

Sex and Eating: Relationships Based on Wanting and Liking

Sex and eating may have behavioral and psychological relationships and have cortical regions in common. This research investigated the general relationship between sex and eating from a reward perspective among the general population. Two-hundred and sixty-one Chinese participants were recruited via the internet (136 males, 125 females, mean age 30.46 years) to fill in questionnaires about want...

Wanting and liking: Separable components in problematic eating behavior?

Some individuals may have an addictive-like response to certain foods, possibly contributing to problematic eating. Highly processed foods, with added fats and/or refined carbohydrates, are suggested to be most associated with addictive-like eating. The incentive sensitization theory suggests that wanting (e.g. craving) may drive compulsive drug use rather than liking (e.g. enjoyment), but it i...