The authors argue that human desire involves conscious cognition that has
strong affective connotation and is potentially involved in the determination
of appetitive behavior rather than being epiphenomenal to it. Intrusive
thoughts about appetitive targets are triggered automatically by external or
physiological cues and by cognitive associates. When intrusions elicit
significant pleasure or relief, cognitive elaboration usually ensues.
Elaboration competes with concurrent cognitive tasks through retrieval of
target-related information and its retention in working memory. Sensory
images are especially important products of intrusion and elaboration because
they simulate the sensory and emotional qualities of target acquisition. Desire
images are momentarily rewarding but amplify awareness of somatic and
emotional deficits. Effects of desires on behavior are moderated by competing
incentives, target availability, and skills. The theory provides a coherent
account of existing data and suggests new directions for research and
treatment
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