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ecological valence theory—that might explain both the adult and the infant preferences. The theory is that we like the colors of the things we most like.

It is “conventional signaling”: There is nothing in the signal itself to verify what you are saying beyond the fact that you are saying it.

“I’m not writing it down to remember it later, I’m writing it down to remember it now.”

“unmotivated preferences,”

You don’t want choice. You want the illusion of choice.”

“Prefeeling”

psychologists have argued that we try to avoid any post-decision choice malaise (What if I really wanted the fish?) by increasing our liking for what we have chosen (Oh, this pasta is divine!) and boosting our disliking for the unpicked alternative, a kind of built-in system to avoid perpetually experiencing buyer’s remorse.

Liking is really about anticipation and memory.

Liking is learning:

Fourth, they are inherently comparative.