Motivators

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What’s Behind: Motivators

9thgn tracks motivators with the ultimate goal to suggest the most potent ones for your marketing efforts, at any given time.

Motivators relate to basic human needs that all people have. Everyone has all of the motivators examined by the 9thgn, some of low intensity, while other of high intensity. In other words, some motivators are more important then others, to both individuals and groups. That changes in short and long term, under influence of different circumstances.

AI powered Rezonate algorithm measures changes in strength of motivators for target groups, while making predictions in regard to different periods.

9thgn measures 10 motivators divided into 3 categories: basic, intermediate and advanced. Basic category is oriented towards survival urge. It contains Health, Home and Money motivators. Intermediate category is related to social realm. Main purposes of motivators from this category are relaxation, belonging and emotional fulfillment. Finally, Advanced Motivators are about creativity, power and freedom.

Health

Health motivator is about primal need to stay alive. It will increase in times of crisis. Also, there are periods in which media promote healthy lifestyles. Nevertheless, increases in Health motivator means people are concerned for their health. Therefore Health motivator is connected to fear, which is one of the strongest emotions. It is sometimes good to ride on a wave of health topics, in an effort to promote your brand.

Home

Home motivator is grounded in an ancient urge to find shelter and emotional support. It should be a cozy place where one feels safe, relaxed and happy. Home strongly relates to Family motivator, which is about emotional fulfillment. Multidimensional aspects of the Home motivator make it highly potent in marketing.

Money

Heightened Money motivator indicates that your target group craves for it. This often happens in times of crisis. Money is the ultimate symbol for work and survival.

Leisure

The need for leisure and relaxation activities is significant, especially in current tech driven era. Leisure motivator may include cravings for holiday, sports, gaming and outdoors.

Social

People are social creatures. That is why socializing if often exploited in ads and campaigns. The need to be in a group, tribe or community is about belonging, safety and emotional fulfillment.

Sex

Sex may be one of the most exploited motivator in marketing. It is connected to the reproductive need, leisure activity, romance and the most intimate relationships.

Family

Family is extremely potent motivator being connected to survival, reproduction and social aspects of life. This motivator brings the strongest emotional intimacy.

Spirituality

Spirituality is about the need to understand the world and individual purpose in life. This motivator may be connected to different kinds of spiritual and social activities, including belonging to a religious community.

Work

Work motivator indicates the need to create and be successful. This is especially important in modern societies, which make individuals feel weak and incapable.

Achievement

Achievement is a super-boosted Work motivator connected to the basic human cravings for freedom and power. Often exploited by sporting brands in their marketing efforts, achievement motivator is underestimated by other industries. Feelings of power, freedom and achievement are suppressed by modern mass society. This makes lots of space for marketing exploitation.

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