Incentive salience is a motivational "wanting" attribute given by the brain to reward-predicting stimuli. This "wanting" is unlike "liking" in that liking is a pleasure immediately gained from consumption or other contact with stimuli, while the "wanting" of incentive salience is a motivational magnet quality of a stimulus that makes it a desirable and attractive goal, transforming it from a mere sensory experience into something that commands attention, induces approach, and causes it to be sought out.