I really want a new Kindle. This makes no sense. I already have a Kindle, it works well enough. Certainly it’s fast enough to read from. The money I would spend on a new Kindle I could spend on books instead.
What I think has happened is association. When I think about buying a new Kindle I also think about having time to read a lot from it. You don’t imagine buying one of these things to leave on a shelf or lost in a drawer. So what I really want is more time to read. Amazon is probably pleased that I associate having that time with buying a new Kindle. I wasn’t conscious of why I wanted a Kindle, but now I know why I want it, it’ll be more books instead.
But not all associations are aspirations.
I’ve had bad whiplash recently, which means I’ve either not been getting to sleep or else waking up in the middle of the night with an agonising pain. Though one particularly bad night when I woke up, a phrase bubbled up from my subconscious:
Brought to you in association with MAOAM, the fruity chew.
I must really hate the adverts round The Big Bang Theory.