When you're not sure about what you want and how much you want it. Unsurprisingly, there's not much research on this, though preference uncertainty is both remarkably common and creates heaps problems for conventional strategy driven by the risk mindset. #33: Preference uncertainty focuses on this.
See also: causality, discomfort, knowability, negative capability, not-knowing, open-endedness, pizza, quality, realistic imagination, uncertainty, uncertainty mindset, value.