We're basically after Joe's beer money, and Joe likes his beer, so you better make sure that what you give him is at least as pleasurable to him as having his six-pack of beer would be. ↗
Behavioral psychologists have observed that wanting something has a much stronger emotional impact than the pleasure that comes once you have it, or the memory of having had it. ↗
There is no man, however wise, who has not at some period of his youth said things, or lived in a way the consciousness of which is so unpleasant to him in later life that he would gladly, if he could, expunge it from his memory. ↗