⁸I follow here Kavanagh et al. (2005). A closely related model which talks about “impulses” instead of desires, and explicitly links them to a dual-process theory, is presented by Hofmann et al. (2009). Similar ideas can be found in consumer research; Belk et al. (2003) in particular contrast desires and what they call “needs” as: “We burn and are aflame with desire; (...) we are tortured, tormented, and racked by desire; (...) our desire is fierce, hot, intense, passionate, incandescent, and irresistible; (...) Needs are anticipated, controlled, denied, postponed, prioritized, planned for, addressed, satisfied, fulfilled, and gratified through logical instrumental processes. Desires, on the other hand, are overpowering; something we give in to; something that takes control of us and totally dominates our thoughts, feelings, and actions.”