A post by Magdalena Balcerak Jackson
Many of our everyday decisions – small and big – involve thinking about what it would be like to live a certain future in order to figure out whether this is indeed a future one would want to live:
It’s a hot humid afternoon in Miami. An ice cream sounds like it will hit the spot. You open the doors to the Azucar Ice cream company on Calle Ocho. Sure, you could just get a scoop of chocolate, but now that you are here, your eyes are drawn to the board with the signature flavors: Would you enjoy olive oil, orange zest and dark chocolate? Or maybe sweet potato, ancho chile and chocolate chip? And how about banana and red hots?
You can’t actually taste the ice cream. So, you would likely answer the question of which ice cream you would like best by imagining how each ice cream tastes. If your gustatory imagination is good enough, this imagining will be an essential part of making a rational choice, that is, a choice that best satisfies your preferences. This is so because absent the possibility of actually experiencing the taste, imagination is the only capacity we have to obtain information that is essentially experiential, information about how things look, sound, taste or feel.
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