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6.9.4 Desire
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<a name="Topic27"></a>
<span class=outlineNumberFirst>6.9.4 </span><span class=topicLineFirst>Desire</span>
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<div class="topicTextNotes"><div align="left"><font face="Times New Roman" size="5"><span style="font-size:18pt"><b>Desire is</b></span></font><span></span></div>
<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Desire happens
when we want something. The strength of that desire can range from weak
'would like to sometime' to a raging thirst to possess something now. </span></font><span></span></div>
<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">The paradox of
desire, however, is that once we have got what we desired, we no longer
desire it and hence may no longer find it attractive in any way. People get trapped by this
pattern, for example in the way they chase members of the opposite sex, only to dump them
when they have captured their affections.</span></font><span></span></div>
<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Note the difference
between love and desire. I can love a person but not desire them. Desire is
the need to possess. Arguably, true love is not about possessing at all.</span></font><span></span></div>
<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Desire is the opposite
of </span></font><a href="Fear.html#Topic20" ><font face="Times New Roman" size="3"><span style="font-size:12pt">fear</span></font></a><font
face="Times New Roman" size="3"><span style="font-size:12pt">. Desire attract us towards something.
Fear makes us want to run
away.</span></font><span></span></div>
<div align="left"><font face="Times New Roman" size="5"><span style="font-size:18pt"><b>Triggering desire</b></span></font><span></span></div>
<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Desire is triggered
when we see or think about something we want.</span></font><span></span></div>
<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Desire increase
when what we want is visible, but just out of reach. It may also increase when
we have closer contact with the item, but which we still do not possess. Supermarkets know
this well, as they place foods and other items right under our noses.</span></font><span></span></div>
<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Desire also increase
with teasing, where we are offered something, and it is taken away,
offered back, taken away. A variant of this is where the item is only available for a limited
period. This is an example of the Scarcity Principle. This is seen in shops in the regular 'sales'
they hold.</span></font><span></span></div>
<div align="left"><font face="Times New Roman" size="6"><span style="font-size:24pt"><b>So what?</b></span></font><span></span></div>
<div align="left"><font face="Times New Roman" size="3"><span style="font-size:12pt">Desire is the opposite
of fear, and as such is a far more useful emotion in persuasion. There are
many ways of increasing desire, such as showing how it will result in the admiration of others or
making it available for a limited period only.</span></font><span></span></div></div>
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<div class="footerText">Dissertation of Paul L. Jansen Ph.D., MBA</div>
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<a href="http://www.pibuckle.com" target="_blank">Part of the Pibuckle website</a>
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<span>Last updated:</span>
<span>19-8-2005</span>
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