As you're stretched out on the couch watching a late-night rerun of your favorite tv show, commercial after commercial comes on
showing mouthwatering images of burgers, tacos, pizza, ice cream, and other delicious food. these commercials are designed to heighten your anticipation of the pleasures of eating these foods, which is termed:
Positive incentive value is the anticipated pleasure that is involved in a particular behaviour. In other words, this is the feeling of expectation that you might get before engaging in a behaviour that you enjoy, such as eating something delicious. This is a key element in hunger, and one that advertising companies exploit constantly.
