This chapter argues that attitudinal-representational theory (ART) better accommodates the phenomenon of valence variance. It purposes to lend further support to ART as a theory of unpleasant pain, and, to make some headway toward vindicating ART as a general theory of valenced perceptual experiences. The postulated desire-like attitude is a “negative desire” in that it is directed against a particular condition or state of affairs that is represented as obtaining. Due to the fact that the valenced aspect of pain is often so pronounced, and given the significance of pain in the life, it is quite natural, when attempting to account for valenced perceptual experiences, to begin with the apparently paradigmatic case of pain. The gist of the argument from the variability of g-valenced experiences in favor of ART may be clear.