Enhance the degree of goal congruity. Enhancement of the degree to which an outcome is regarded as goal congruent
and desired should also affect hope. Research in psychology links positive fantasy imagery with desire (Oettingen 1996; Przybyla, Byrne, and Kelley 1983). Evidence of tactics that stimulate fantasy is found in lottery advertisements that encourage consumers to fantasize about what they would do with a winning jackpot. The dating industry induces fantasies of finding a “soul mate” and emphasizes how much better life is when shared with the right partner.