COG Model of human motivation

Matt Willifer writing for APG:

COG has used neuroscience to identify the six – and only six – fundamental human motivations. That is the real emotional truths that get people to actually do something. If your brand can powerfully play to one of these then you’re in a good place.

  • Security: care, trust, closeness, security, warmth
  • Enjoyment: relaxation, fun, openness, pleasur
  • Excitement: vitality, fun, curiosity, creativity, change
  • Adventure: freedom, courage, rebellion, discovery, risk
  • Autonomy: pride, success, power, superiority, recognition
  • Discipline: precision, order, logic, reason
Hey. I’m Alex Murrell. I'm a Planner at Epoch Design in Bristol where I help deliver highly creative, innovative and effective pack, instore and online communications for some of the world’s biggest FMCG brands. Want to know more? You can find me on Twitter or LinkedIn.

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