Salivate \Sal"i*vate\, v. t. [imp. & p. p. {Salivated}; p. pr. & vb. n. {Salivating}.] [L. salivatus, p. p. of salivare to salivate. See {Saliva}.] To produce an abnormal flow of saliva in; to produce salivation or ptyalism in, as by the use of mercury. v. i.
1. To produce saliva, esp. in excess.
2. To drool.
3. (Fig.) To anticipate keenly with pleasure, as though salivating at the expectation of a delicious meal. Used often with over.; as, salivate over the prospects of high profits from an enterprise.
Note: Probably influenced by the experiments of Pavlov, who trained dogs to salivate at the sound of a bell, by previously ringing the bell immediately prior to feeding them.
Publishers felt advertisers would salivate at the chance to reach an audience numbering about 12 million with estimated purchasing power of about $30 billion a year, malleable brand loyalties and promising earnings prospects.