{"id":83371,"date":"2025-01-10T20:41:57","date_gmt":"2025-01-10T20:41:57","guid":{"rendered":"https:\/\/mailrelay.com\/glosario\/deseo\/"},"modified":"2026-10-13T13:07:01","modified_gmt":"2026-10-13T13:07:01","slug":"desire","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/desire\/","title":{"rendered":"Desire"},"content":{"rendered":"\n

Desire is the urge to get something we don’t have and that we believe will bring us pleasure, well-being or satisfaction.<\/strong> It can be directed at an object, an experience, a relationship or a personal goal.<\/p>\n\n

Wanting a vacation, a new phone, recognition from others or to learn a language are all examples. Desires underlie many of our everyday decisions, including our purchasing decisions.<\/p>\n\n

What does desire mean?<\/h2>\n\n

The dictionary of the Real Academia Espa\u00f1ola (the Royal Spanish Academy) defines it as an “energetic movement of the will toward the knowledge, possession or enjoyment of something”.<\/p>\n\n

In practice, it means feeling that something is missing and wanting to get it. That’s why it is associated with motivation: it drives us to act.<\/p>\n\n

The difference between need and desire<\/h2>\n\n

They are often used as synonyms, but they are not the same thing:<\/p>\n\n

<\/th>Need<\/th>Desire<\/th><\/tr><\/thead>
What it is<\/td>A lack that has to be met<\/td>The specific way we want to meet it<\/td><\/tr>
Origin<\/td>Biological or basic<\/td>Personal, social and cultural<\/td><\/tr>
Example<\/td>Being thirsty<\/td>Wanting a specific soft drink<\/td><\/tr>
If it is not met<\/td>It affects well-being or health<\/td>It causes frustration, but you can live without it<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

When you add the ability to pay for it, it becomes demand<\/strong>. We explain it in more detail in the difference between needs and wants<\/a>.<\/p>\n\n

\"Infographic<\/figure>\n\n

Where does it come from?<\/h2>\n\n

Biology.<\/strong> The brain has a reward system. When something gives us pleasure, dopamine is released, a neurotransmitter that reinforces that behavior and leads us to seek it out again.<\/p>\n\n

Psychology.<\/strong> What we want reflects our motivations. According to Maslow’s hierarchy of needs<\/a>, we first seek to meet basic needs, such as eating or having a roof over our heads, and then aspire to belonging, recognition and self-actualization.<\/p>\n\n

Society and culture.<\/strong> Our surroundings, social media and advertising<\/a> influence what we consider desirable. What some people desire, others don’t even miss.<\/p>\n\n

Types of desire and examples<\/h2>\n\n
Type<\/th>What we seek<\/th>Examples<\/th><\/tr><\/thead>
Material<\/td>Owning objects<\/td>Clothes, a car, technology, a house<\/td><\/tr>
Experiential<\/td>Living through something<\/td>A trip, a concert, a special dinner<\/td><\/tr>
Emotional or relational<\/td>Connection and affection<\/td>Love, friendship, belonging to a group<\/td><\/tr>
Recognition<\/td>Approval from others<\/td>Prestige, success, status<\/td><\/tr>
Achievement<\/td>Growing and improving ourselves<\/td>Learning, starting a business, winning a competition<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

Desire in psychology<\/h2>\n\n

Psychology studies it as a force that guides behavior. Some schools of thought link it to lack: we want what we don’t have. Others see it as an energy that drives us to grow.<\/p>\n\n

A widely studied phenomenon is hedonic adaptation<\/strong>: when we get what we wanted, the satisfaction is short-lived and a new longing appears.<\/p>\n\n

That’s why psychology recommends distinguishing between what we truly value and what we want because we compare ourselves with others.<\/p>\n\n

Managing desire doesn’t mean eliminating it, but choosing what to pursue. Setting realistic goals, practicing gratitude and thinking before buying help make it a positive force rather than a source of frustration.<\/p>\n\n

Desire in marketing and purchasing decisions<\/h2>\n\n

In marketing, desire is one of the stages of the AIDA method<\/a>: Attention, Interest, Desire and Action<\/strong>. Once customers know the product and are interested in it, the message has to make them want it for themselves.<\/p>\n\n

These are some common ways to achieve this:<\/p>\n\n

Show benefits, not just features.<\/strong> Not “5,000 mAh battery”, but “two days without charging your phone”.<\/p>\n\n

Tell stories.<\/strong> Storytelling<\/a> helps customers imagine themselves using the product.<\/p>\n\n

Social proof.<\/strong> Reviews, customer case studies or the number of people already using it.<\/p>\n\n

Exclusivity and urgency.<\/strong> Limited editions or time-limited offers. They work if they are genuine; otherwise, they damage trust.<\/p>\n\n

Personalize the message.<\/strong> Speak to each person about what interests them. In email marketing, segmentation lets you send each subscriber the offer that interests them most.<\/p>\n\n

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Turn interest into sales<\/strong><\/p>\n\n\n\n

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\"Diagram<\/figure>\n\n

How Mailrelay helps you<\/h2>\n\n

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Frequently Asked Questions<\/h2>\n\n

These are the most common questions about this concept.<\/p>\n\n

What is desire in a nutshell?<\/h3>\n\n

The urge to get something we don’t have and that we believe will make us feel good.<\/p>\n\n

What is the difference between desire and need?<\/h3>\n\n

A need is a basic lack, such as hunger. Desire is the specific way we want to meet it, such as a particular dish.<\/p>\n\n

What types of desire are there?<\/h3>\n\n

The most common are material, experiential, emotional, recognition and achievement desires.<\/p>\n\n

What is desire in psychology?<\/h3>\n\n

A force that guides behavior toward something perceived as valuable or pleasurable, linked to motivation and to the brain’s reward system.<\/p>\n\n

What role does desire play in marketing?<\/h3>\n\n

It is the stage at which customers go from being interested in a product to wanting it. According to the AIDA method, it comes right before the purchase action.<\/p>\n\n

Related entries<\/h2>\n\n