A central aspect of desire is the alluringness with which the desired object appears to the desirer. But what explains the alluringness of desire? According to the standard view, desire presents its objects with a certain allure because desire involves believing that the desired object is good. However, this cannot explain how those who lack the cognitive sophistication required for evaluative concepts can nonetheless have desires, how nihilists can continue to have desires, nor how we can desire things we believe (...) to be evaluatively neutral or even evaluatively bad. A variation on the standard view ? that desire presents its objects with a certain allure because desire involves being in a belief-like state that represents the desired object to be good ? avoids these problems, but still falsely entails that desire is subject to the norm of truth. Indeed, I argue that ultimately such cognitive accounts of the alluringness of desire have seemed compelling only because of the difficulty of providing an intelligible non-cognitive alternative and I proceed to make such an alternative account of the alluringness of desire explicit in broad outline, arguing that it promises a more faithful understanding of the phenomena. (shrink)