incentive salience

Incentive salience is a psychological concept that explains how certain cues or stimuli become highly desirable and attractive due to their association with rewards. When we experience something pleasurable, like food or social approval, our brain creates a strong connection to the associated triggers, making them more appealing in the future. This means that when we see or think about those cues, we feel a heightened desire to obtain the reward again. Essentially, it highlights why certain objects or situations can draw our attention and motivate us to pursue them, often beyond their actual value.