Existing views of desire assume it is a uni-dimensional construct. Most studies that examine desire employ a global measure, such as �I desire to X�, assuming that a single dimension captures the complete influence of this motivational construct. In the philosophy of action literature, however, Davis (1984) discusses two types of desire: appetitive and volitive. These are conceptualized here as the source from which the desire state draws its motivational energy in the consumer�s mind. Appetitive motivation is the aspect of desire involving the perceived intrinsic pleasure of an object or event. Volitive motivation is the aspect of desire involving the perceived rationality of an object or event. Both sources, the appetitive and volitive, are in some way present in any given desire, although at different levels as will be developed in this study.