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