The Neuropsychology of Desire & Motivation (BrainPal Pro Version 🔒)
Notes on the Neuropsychology of Desire & Motivation
The following are 2 notable works on the neuropsychology of desire. The first is Reiss’ 16 Desires, which are 16 main desires he found in his research. He also covers the psychological and biological functions at play when it comes to each desire. The second work details two classes of motives covered in the textbook An Integrated Guide to Consumer Neuroscience . The authors cover the main, highly validated motives covered in the past several decades of neuropsychology and consumer neuroscience research.
[restrict] For each work, I summarize the individual desire or motive and then give marketing and persuasive insights.
You can use this to help with:
- Coming up with hooks for your social media videos
- Text copy for your landing pages
- Topics to cover in your blog, vlog, or other media
- Headlines to test in your ads
- Creative to test in your ads
Reiss’ 16 Desires
A summary of the 16 desires covered in Steven Reiss’ paper, Multifaceted Nature of Intrinsic Motivation: The Theory of 16 Basic Desires
Corollary to Reiss’ 16 Desires:
- USA centric: the study did not include people outside of US in its audience sample
- Survey based: Reiss’ 16 Desires were discovered mostly via surveys rather than brain scans or significant observation of behavior. Accordingly, I believe it’s prudent to use it as a model for thinking about human desire, but not as the end all be all. There will of course be “grey” areas in real life that Reiss’ 16 Desires may not be able to wholly cover. Nonetheless, it can still be a useful model for reflecting on what your target audience may desire.
Power
Introduction : Power is a potent desire and driver, shaping much of human behavior. It’s the aspiration to influence others, manifest leadership, and assert dominance. It guides many in their personal and professional endeavors.
Psychological & Biological Functions : Biologically, the craving for power can be traced back to our evolutionary need to survive and dominate in our environment. Psychologically, power seeks to satisfy an inner longing for control and acknowledgment. Individuals with a strong power drive often have heightened levels of testosterone, influencing assertive behaviors and decisions.
Marketing Insights : To cater to this desire, marketers should emphasize how a product or service can elevate a consumer’s status or control over their environment. Offering products that are “elite” or “exclusive” can stir the allure of power. Positioning products in a way that suggests mastery, leadership, or elevated status can resonate deeply with those who harbor this desire.
Curiosity
Introduction : Curiosity drives individuals to explore, learn, and expand horizons. It fuels our pursuit of knowledge and the unfamiliar.
Psychological & Biological Functions : From a psychological perspective, curiosity is a tool for understanding the world around us. Biologically, dopamine surges in our brain when we encounter something new or unexpected, spurring a feeling of pleasure. This neural reward system motivates our insatiable quest for knowledge.
Marketing Insights : In a marketing context, tapping into curiosity requires the crafting of campaigns that pique interest. Teasers, engaging facts, and “did you know?” questions can lure in the curious consumer. Offering fresh insights or revealing little-known aspects about a product can engage and capture this audience segment.
Independence
Introduction : Independence, a cornerstone of personal identity, revolves around the desire to carve out one’s path, free from undue influence or control.
Psychological & Biological Functions : Psychologically, independence satisfies a need to exert personal autonomy and express individuality. Biologically, this might be rooted in our ancestors’ drive to explore new territories and resources, ensuring survival by diversifying habitats and food sources.
Marketing Insights : Marketers can cater to this desire by underscoring how their product or service promotes individuality or self-sufficiency. Highlighting features that allow customization or emphasizing a product’s role in enabling self-directed ventures can be potent strategies.
Status
Introduction : Status is deeply intertwined with societal perceptions. It’s the desire to be recognized, respected, and admired within a social context.
Psychological & Biological Functions : On a psychological level, status validates one’s worth and social standing. Biologically, status-driven behaviors can be connected to survival benefits: high-status individuals historically had better access to resources and mates. Elevated serotonin levels are often linked to individuals with higher social status.
Marketing Insights : In marketing, products and services can be positioned as symbols of prestige or luxury. By aligning with recognized influencers or using elite branding, marketers can appeal to those seeking status elevation. Testimonials that underline social recognition can further enhance the appeal.
Social Contact
Introduction : Social contact speaks to our intrinsic need to connect, communicate, and co-exist with others.
Psychological & Biological Functions : Psychologically, interactions nurture our sense of belonging and emotional well-being. Biologically, our ancestors thrived in groups, sharing resources and responsibilities. Oxytocin, often labeled the “love hormone,” spikes during positive social interactions, fostering bonds.
Marketing Insights : Brands can appeal to this desire by fostering communities and promoting shared experiences. Offering platforms for user interaction, creating events, or designing collaborative features are effective strategies for serving the socially inclined.
Vengeance
Introduction : Vengeance, although often seen in a negative light, is a powerful motivator. It’s the burning desire to retaliate, assert dominance, or restore perceived balance.
Psychological & Biological Functions : Psychologically, vengeance can be a tool to address perceived injustices. Biologically, it serves as a mechanism to deter threats and protect resources. Elevated adrenaline levels during acts of revenge showcase the body’s heightened state of alertness and readiness.
Marketing Insights : While it’s tricky to directly appeal to vengeance in marketing, tapping into the spirit of competition can be effective. Promotions like contests or challenges can harness this desire, channeling it into brand engagement. Products that cater to competitive sports or games should especially heed this drive.
Honor
Introduction : Honor is the internal compass that guides individuals towards principles, loyalty, and tradition.
Psychological & Biological Functions : Psychologically, honor enforces societal norms and personal integrity. Biologically, maintaining honor might have fostered trust within early human tribes, facilitating cooperation. The brain’s reward centers activate when we act in line with our values, reinforcing honorable behavior.
Marketing Insights : Brands can tap into this desire by emphasizing their commitment to time-honored values and traditions. Showcasing a brand’s history, principles, or legacy can resonate with those for whom honor is paramount. Collaborations with respected institutions or figures can further enhance this appeal.
Idealism
Introduction : Idealism propels individuals towards a vision of a better world. It’s the hope for societal improvement and moral upliftment.
Psychological & Biological Functions : Psychologically, idealism provides a sense of purpose and mission. Biologically, cooperative and altruistic behaviors—rooted in idealism—likely ensured group survival, as resources were shared and collective goals pursued.
Marketing Insights : Brands can resonate with idealists by highlighting their CSR initiatives or showcasing how they contribute to societal betterment. Narratives that stress on a brand’s positive impact, ethical standards, or support for larger causes can captivate the idealistic consumer.
Physical Exercise
Introduction : Physical exercise, beyond its evident health benefits, satisfies a fundamental urge to move, exert energy, and engage our bodily faculties.
Psychological & Biological Functions : Psychologically, exercise offers a sense of accomplishment and well-being. Biologically, our ancestors relied on physical activity for hunting, gathering, and survival. Engaging in physical activities releases endorphins, the body’s natural mood elevators, promoting feelings of happiness and decreasing stress.
Marketing Insights : Brands can appeal to this desire by emphasizing the active benefits of their products or by endorsing physical challenges. Promotions that encourage movement or athletic engagement, or products that accentuate fitness and well-being, can cater effectively to this segment.
Romance
Introduction : Romance, a poetic interlude of human experience, speaks to our yearning for intimacy, passion, and deep connection.
Psychological & Biological Functions : Psychologically, romance feeds our need for emotional closeness and validation. Biologically, it plays a crucial role in partner selection and procreation. Neurochemicals like oxytocin and vasopressin are released during romantic interactions, deepening bonds.
Marketing Insights : To tap into the allure of romance, brands can craft narratives around intimate moments, deep connections, or passionate adventures. Products or campaigns emphasizing beauty, allure, or shared experiences can effectively captivate people drawn to romantic narratives.
Family
Introduction : Family stands as the bedrock of societal structures, emphasizing ties, legacy, and generational connections.
Psychological & Biological Functions : Psychologically, family offers a sense of belonging and unconditional support. Biologically, the familial bond ensures the protection and nurturing of offspring, facilitating the continuation of genetic lineage. Oxytocin plays a central role in forging familial bonds, especially between parents and offspring.
Marketing Insights : Brands can resonate with this desire by emphasizing family values, generational stories, or moments of togetherness. Campaigns showcasing family gatherings, products catering to familial needs, or narratives emphasizing legacy and tradition can deeply resonate here.
Order
Introduction : Order, in a chaotic world, represents our intrinsic need for structure, predictability, and organization.
Psychological & Biological Functions : Psychologically, order provides a semblance of control and predictability in an unpredictable environment. Biologically, organized environments might have historically signaled safety and reduced threats. A structured environment minimizes cognitive load, allowing the brain to function more efficiently.
Marketing Insights : Brands can cater to this desire by emphasizing the orderly, structured benefits of their offerings. Products that aid in organization, campaigns that highlight simplicity and structure, or narratives that present a streamlined, clutter-free life can be especially enticing.
Eating
Introduction : Eating, beyond sustenance, is a sensory delight and communal activity, deeply embedded in cultures worldwide.
Psychological & Biological Functions : Psychologically, eating can be a source of pleasure, comfort, and social engagement. Biologically, it’s a fundamental drive ensuring energy intake for survival. The release of dopamine during pleasurable eating experiences underlines its rewarding nature.
Marketing Insights : Marketers in the food and beverage sector can emphasize flavor profiles, sensory experiences, or the communal joy of shared meals. Highlighting the richness, authenticity, or uniqueness of culinary offerings can captivate the gastronomically inclined.
Acceptance
Introduction : Acceptance revolves around the profound need to be acknowledged, understood, and embraced for who we are.
Psychological & Biological Functions : Psychologically, acceptance reinforces self-worth and belonging. Biologically, being accepted within a tribe or group historically meant better protection and resource access. Positive social interactions often lead to the release of serotonin, enhancing feelings of happiness and well-being.
Marketing Insights : Brands can resonate with this desire by crafting inclusive campaigns, emphasizing diversity, and celebrating individuality. Narratives that underline universal belonging or products that cater to diverse audiences can effectively engage those seeking acceptance.
Tranquility
Introduction : Tranquility speaks to our pursuit of peace, calm, and emotional equilibrium.
Psychological & Biological Functions : Psychologically, tranquility offers a reprieve from life’s tumult, nurturing mental well-being. Biologically, periods of calm and relaxation are essential for recuperation and reducing cortisol, the stress hormone, levels.
Marketing Insights : To appeal to this desire, brands can emphasize the serene, calming attributes of their products. Campaigns that showcase peaceful environments, products promoting relaxation or mental balance, or narratives emphasizing a break from chaos can be compelling.
Saving
Introduction : Saving, as a desire, underscores the urge to conserve, accumulate, and prepare for future uncertainties.
Psychological & Biological Functions : Psychologically, saving provides a safety net, offering security against unforeseen challenges. Biologically, our ancestors stored food and resources to tide over scarce periods, ensuring survival. This drive to conserve can be seen as an evolutionary strategy for survival during lean times.
Marketing Insights : Brands, especially in the finance sector, can emphasize the prudence, foresight, and security aspects of their offerings. Narratives around future-proofing, conserving for tomorrow, or the wisdom of accumulation can cater effectively to this audience segment.
Braeutigam and Kenning’s 2 Classes of Motives
A summary of the 2 classes of motivators covered in An Integrative Guide to Consumer Neuroscience by Braeutigam and Kenning
Acronym to remember: ADIOSSS (Arousal, Drive, Operant Conditioning, Self-Determination, Self-Actualization, and Social Motivations)
Braeutigam and Kenning’s Definition of Motivation:
The authors define motivation as our “reason for goal-oriented behavior including processes associated with initiating, maintaining, or changing psychological and physiological activity ” (Heckhausen and Heckhausen, 2006). To further define it, they call motivation “the active ‘movement’ of an organism in reaction to a stimulus or situation.” They call motives the “whys” of behavior, the needs and desires that drive our behaviors.
Taking this definition and Reiss’ definition together, we can presume that desires are a more longing force in the human mind, while motivation is a more driving force that actually gets us to act. Analogically, desire may be considered a “fuel”, while motivation may be the engine that uses the fuel and gets you to actually act. One may have desire (the fuel), but without sufficient motivation, they may not act).
So if you are seeking to influence, you would be remiss to not work to appeal to both desires and motives. With that said, here are the motives Braeutigam and Kenning discussed in their book
The 7 Biological and/or Psychological Motives
Arousal and Libido
Psychological & Biological Functions : Arousal, in psychological terms, refers to the state of being alert, awake, and attentive. It’s what gets us up in the morning and keeps us active during the day. Libido, on the other hand, typically refers to sexual desire. Biologically, our bodies produce various hormones and neurotransmitters, such as adrenaline and dopamine, that regulate our arousal and desire levels. These chemicals ensure we’re responsive to our environment and can engage in activities like hunting, gathering, or forming social bonds.
Marketing Insight: Be conscious of arousal levels when crafting messages. Ads meant to excite or intrigue might be timed for moments when consumers are more alert, such as mid-morning or after work. Alternatively, products related to relaxation or sleep might be marketed during the evening when arousal naturally decreases. Additionally, products or campaigns tapping into the concept of libido need to be tactful, ensuring they resonate with the intended audience without crossing boundaries.
Drive or Desire
Psychological & Biological Functions : A drive or desire is more than just wanting something; it’s a powerful force pushing us toward fulfilling a particular need. Psychologically, these drives are the internal pressures that push us into action, from hunger prompting us to eat to curiosity leading us to explore. On a biological level, these drives often arise from imbalances or needs in our bodies. For instance, a drop in blood sugar might create the drive of hunger, prompting us to seek food.
Marketing Insight: U nderstanding and catering to these drives can be the key to effective campaigns. If a company can align its product or service with the satisfaction of a strong drive, it can motivate potential consumers to action. For instance, a drink advertisement showing a parched individual quenching their thirst can resonate with viewers, especially those feeling a bit thirsty themselves. Similarly, products promising answers or solutions can tap into our innate drive for understanding and knowledge.
Instinct
Psychological & Biological Functions : At its core, an instinct is a deeply ingrained behavior pattern. Psychologically, it’s what drives species, including humans, to perform certain actions without prior learning. Biologically, it’s a result of eons of evolutionary processes that have determined such behaviors beneficial for survival. For example, even newborns have an instinct to suckle, a crucial behavior for nourishment and survival.
Marketing Insight: Tapping into instinctual behaviors can be immensely effective. Products or services that appeal to these innate tendencies stand a better chance of gaining consumer attention. An ad showcasing the freshness of food, for instance, can evoke our instinctual interest in fresh, nutritious sustenance. Similarly, designs and visuals that hint at safety or protection might appeal to our instinctual need for security.
Operant Conditioning
Psychological & Biological Functions : Operant conditioning is a learning process wherein an individual’s behavior is modified by its consequences: either rewards or punishments. Psychologically, it’s about learning from the outcomes of our actions. Biologically, our brains have evolved to recognize and remember these consequences, adapting our behaviors based on positive or negative outcomes, allowing for better chances of survival or improved well-being.
Marketing Insight: Marketing often leverages operant conditioning. Offering rewards, like discounts or loyalty points, can increase the likelihood of a specific consumer behavior. For example, a coffee shop might offer a “buy nine, get the tenth free” card, encouraging repeat business. On the other hand, fear of missing out (FOMO) campaigns can act as a subtle form of negative reinforcement, implying potential regret if one doesn’t make a purchase.
Self-Determination
Psychological & Biological Functions : Self-determination is about the control one has over their own life and actions. Psychologically, it represents our need for autonomy and our desire to make choices that resonate with our personal beliefs and feelings. It is typically composed of three main elements. First, competence, the capability to produce positive outcomes and minimize negative outcomes. Second, relatedness, feeling emotionally secure and in stimulating relationships with others. Third, autonomy, the ability to act independently and in accordance with one’s own sense of self. From a biological perspective, having control and making choices increases our chances of survival, ensuring we act in ways that are in our best interest.
Marketing Insight: Promoting the idea of choice can be a powerful tool. Products or services that can be customized or that offer a variety of options cater to this need for self-determination. For instance, a restaurant allowing customers to “build their own burger” or a software that’s highly customizable can resonate with consumers’ desire for autonomy and personalization.
Self-Actualization
Psychological & Biological Functions : Self-actualization is the realization of one’s potential and talents. Psychologically, it represents the pinnacle of Maslow’s hierarchy of needs, where individuals seek to fulfill their highest personal potential. Biologically, while it may not directly link to survival, reaching one’s full potential can improve overall well-being, mental health, and satisfaction.
Marketing Insight: Brands that inspire or encourage consumers to achieve their best selves can have a strong appeal. Products or services that promise self-improvement, whether it’s through learning a new skill, enhancing creativity, or achieving a personal goal, tap into this desire for self-actualization. An ad campaign that showcases personal growth or achievement can deeply resonate with audiences looking to realize their own potentials.
Social
Psychological & Biological Functions : Social motivation pertains to our innate desire to belong, connect, and form relationships with others. Psychologically, being social creatures, humans crave acceptance, camaraderie, and the comfort of being part of a group. Biologically, forming strong social bonds has historically been crucial for survival. Living in groups provided protection, increased chances of finding food, and ensured the continuation of the species through reproductive partnerships.
Marketing Insight: Tapping into this social need can be quite influential. Brands that foster a sense of community, or products that promote group activities or shared experiences, can resonate deeply with consumers. For example, fitness brands often promote group classes or community runs, not only for the exercise but for the social connection. Social media campaigns that encourage sharing, tagging, or group participation can also harness this innate desire for social connection.
The Three Economic Motives
Monetary Incentive
Psychological & Biological Functions : Monetary incentive refers to the motivation derived from the prospect of receiving money. Psychologically, money is not just a medium of exchange but has become synonymous with success, security, and freedom for many. Biologically, the reward pathways in our brain are activated when we think of gaining monetary rewards, releasing reward neurotransmitters like dopamine.
Marketing Insight: Discounts, cash-back offers, point based rewards systems, and referral bonuses are common strategies to entice consumers. When a company offers a sale or a limited-time discount, it’s not just providing a monetary benefit but also triggering the reward centers of a potential buyer’s brain, making the deal seem even more attractive.
Performance
Psychological & Biological Functions : Performance motivation is driven by the urge to excel, outperform others, or meet a specific standard of excellence. Psychologically, it’s tied to our self-worth, competence, and the satisfaction derived from accomplishing a challenging task. Biologically, succeeding in tasks would have meant better survival odds in ancestral times, hence our brain’s reward systems light up when we perform well.
Marketing Insight: Appealing to an individual’s drive to excel can be effective. Products or services that promise to enhance performance, whether it’s athletic wear promising to aid in achieving a personal best or software tools claiming to boost work efficiency, can attract consumers motivated by performance. Highlighting testimonials or case studies where others have seen remarkable results can also be a compelling strategy.
Fairness
Psychological & Biological Functions : Fairness motivation stems from our desire for equity and justice. Psychologically, humans inherently want to be treated fairly and see justice served in the broader society. Biologically, equitable distribution in early human communities would have ensured group harmony and survival. Sharing resources or ensuring fair play would have reduced conflicts and ensured cohesive group functioning.
Marketing Insight: Brands that promote transparency, fairness in pricing, or ethical sourcing can gain trust and loyalty from consumers. For instance, a clothing brand that is transparent about its supply chain and ensures fair wages can appeal to consumers who prioritize ethical shopping. Similarly, businesses that have loyalty programs ensuring long-term customers get better deals can tap into this motivation for fairness. [/restrict]
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