Anticipation has been described as “emotional rehearsal for possible future situations”. At the moment I am emotionally rehearsing for a holiday to Iceland, getting excited by imagining floating lumps of ice in frozen lakes and exploding geysers.
Research into anticipation shows that we get more excited about picturing a future experience than anticipating a future material purchase. People feel less excited about waiting to receive a shiny thing they have bought than waiting to have an experience they have paid roughly the same amount for. Continue reading