Dopamine is incentive. Dopamine is motivation. Dopamine is excitement. Dopamine is Go! Dopamine is craving. It is, quite simply, desire. But it is a deep and visceral kind of desire, a primordial urge that is separate from rational thought. Berridge calls it “wanting.” Not all desire is “wanting,” which is why Berridge always writes the word using italics or quotation marks.
