Alcoholics are intimately familiar with this. The most intense cravings sometimes come past the point where more alcohol would lead to more pleasure. Even consciously so; you know you won't feel any better, but the cravings can still be intense.
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The question is: why these two pathways(liking/pleasure versus wanting/desire) are separated? What would be the evolutionary reason behind it. Liking the taste of a choclate does have the consequence of wanting it to consume more.
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