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This paper considers how desire leads to pleasure through choice. A typical assumption of traditional models of rational choice is that decision makers experience pleasure or utility when their desires are satisfied by decision outcomes. This paper proposes that, in addition to desire yielding pleasure through its satisfaction by decision outcomes, the act of desiring itself can also yield pleasure directly during the decision-making process–beyond the pleasures of getting what we want, there may be pleasures in the wanting. In particular, four psychological and behavioral mechanisms through which desire can yield pleasure directly during choosing are identified: imagining the desired object, learning about the desired object, constructing one’s self, and pursuing the desired object. However, this paper posits that indulging these pleasures of desire may increase disappointment with decision outcomes. The paper concludes by considering the implications for individual decision making of this expanded view of desire’s relationship to pleasure in choice.
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