The concept of desire is surprisingly scarce in consumer behavior literature. Recent work by Shiv and Fedorikhin (1999) and Belk and colleagues (2000, 2003) brings the topic of desire into their research, however, the mediating motivational role of desire is substantially underplayed in these works. Rather, desire is grouped under the category of emotions or attitudes, which do not provide the same motivational direction or intensity that desire provides for consumer behavior.
