Wednesday, 24 November 2010

Basic human drivers

Good marketing and advertising reaches us at an emotional level, without us even realising. Or putting it a different way, it answers needs inside of us that we are not really aware of.

But what are our needs? What are the emotions that we respond to? I found a list of basic human drivers attributed to Dr Kevin Hogan, which I thought made rather interesting reading.

Do you agree or disagree with the list? Would you add or remove anything? Should marketing be considering such psychological factors? Comments, thoughts and debate all welcome.

Here’s the list: 16 basic human drivers
  1. Sex/romance
  2. Acquisition/saving
  3. Bonding/connecting
  4. Learning/curiosity
  5. Eating
  6. Defence/fight or flight
  7. Nesting
  8. Vengence
  9. Status
  10. Power
  11. Loyalty
  12. Order and organisation
  13. Independence
  14. Acceptance
  15. Altruism
  16. Physical activity

21 comments:

  1. Very interesting list and I do think you have a point that this probably does relates to what motivates people. Whilst looking at it I was reminded of our old friends Maslow and Herzberg (for anyone reading this that has not done an MBA, they defined factors that motive people mainly in relation to HR)
    I picked up on the second item in the list. It interested me as I am not entirely sure that it is a driver in itself but may be more of a facilitator for other drivers. I believe most people associate money/possessions with other thinks; some people may see money as facilitating independence; they don’t have to get out of bed on a winters morning (I don’t think this is just me) alternatively they may see possessions such as cars, cloths etc as enhancing their status and power. An ex-colleague of mine would almost certainly have seen financial independence as an opportunity to express his dislike of his then boss in physical terms.

    ReplyDelete
  2. Hadrian

    Maslow also came to mind but I'll have to go look up Herzberg ...

    You are right, though, about drivers and facilitators. I think the bottom line is that we do things for multi-layered reasons - some of which we are aware of and some of which are more covert.

    A Twitter follower added "Spirituality and Religion". I suspect there is a driver behind this one too, but its definitely a strong factor in many people's lives.

    ReplyDelete
  3. where's creativity in all of this? the motivation to create, to bring something new of ones self into being, to inspire, entertain and engage others... I think it's quite different from learning

    I'm just wondering how much marketing there is targetting my creative self, I suspect quite a lot if you start to unpick it all

    ReplyDelete
  4. I wondered about creativity too Jenny. But perhaps it is a combination of drivers 4 and 6. People tend to be creative either in reponse to a problem they can't solve by what they already know (the harder or more threatening the problem, the greater the drive to be creative about it) or by wanting to explore their learning in a practical way.

    I think some of the drivers could be combined as well e.g. 1 and 7. Although Romance is also part of bonding. Quite a few others have overlaps which is interesting too.

    ReplyDelete
  5. Yes, creativity. Seems amazing this isn't on the list. Maybe we are getting into higher territory here, once the basic drivers have been met? A bit Maslow-like ...

    ReplyDelete
  6. Diskdatadestruction.net offers hard drive destruction, Paper shredding at Hauppauge NY, Suffolk County NY, Long Island NY, Ronkonkoma NY, Melville NY, Huntington NY, Garden City NY, Farmingdale NY, Westbury NY, Bohemia NY, Stony Brook NY,
    and Nassau County NY

    ReplyDelete
  7. geffnerkersch.com Divorce Attorney Nassau County NY, Prenuptial Agreements Nassau County NY. Call us now: (516) 268-9898

    ReplyDelete
  8. Nyallpurposepaving.com offers Paving Contractor, Parking Lot Repairs, sealing, striping, Oil and Stone Driveways at Riverhead NY, Quogue NY, Hamptons NY, Southampton NY, Sag Harbor NY, Green point NY, Wading River NY, East Moriches NY, Center Moriches NY, Mannorville NY, Miller Place NY , Mt. Sinai NY,Greenport NY

    ReplyDelete
  9. Bedbugprocpc.com offers Bed Bug Exterminator, Bed Bug Inspections, Bed Bug Elimination, Bed Bug Inspection for Hotels and Residential and Commercial Bed Bug at Palo Alto CA, San Mateo CA, San Jose CA, Belmont CA, San francisco CA, Redwood City CA, Sunnyvale CA

    ReplyDelete
  10. Complete-pest-control.com offers Pest Control, Exterminator, Rodent Control, Rodent Elimination, and Pest Elimination at Palo Alto CA, San Mateo CA, San Francisco CA, Redwood City CA, Sunnyvale CA, and Belmont CA

    ReplyDelete
  11. Davispestmanagement.com offers Pest Control, Exterminator, Bed Bug Removal, Inspections, Rodent, Pest Elimination, Commercial, Residential, Professional, Licensed Exterminator , Scorpion, Bee Hive, Hornet, Fire Ant Removal by Service Area, Las Vegas NV

    ReplyDelete
  12. Atopcommercialpaving.com offers Commercial Paving, Asphalt Contractor, and Parking Lot Resurfacing at Queens NY, Nassau County, Bayside NY, Jamaica NY, Middle Village NY, Ozone Park NY, Howard Beach NY, Little Neck NY

    ReplyDelete
  13. Jettonsgrading.com offers Grading, Excavation and Paving Contractor, Land Clearing Services, Septic Systems, Retaining Walls and Driveways, Drainage Systems, Construction Site Clean-Up, Demolition Contractor at Walhalla SC, Seneca SC

    ReplyDelete
  14. Bedbugprocpc.com offers Bed Bug Exterminator, Bed Bug Inspections, Bed Bug Elimination, Bed Bug Inspection for Hotels and Residential and Commercial Bed Bug at Palo Alto CA, San Mateo CA, San Jose CA, Belmont CA, San francisco CA, Redwood City CA, Sunnyvale CA

    ReplyDelete
  15. geffnerkersch.com Divorce Attorney Nassau County NY, Prenuptial Agreements Nassau County NY. Call us now: (516) 268-9898

    ReplyDelete
  16. Jettonsgrading.com offers Grading, Excavation and Paving Contractor, Land Clearing Services, Septic Systems, Retaining Walls and Driveways, Drainage Systems, Construction Site Clean-Up, Demolition Contractor at Walhalla SC, Seneca SC

    ReplyDelete
  17. Landscape , Outdoor, Landscape Lighting Installation, Lawn Sprinkler Design, Repairs, Installation, Lawn Irrigation Service, Sprinkler System Backflow Testing at Long Island, Nassau County, Suffolk County, Dix Hills NY, Huntington NY, Syosset NY, Smithtown NY and Happauge NY

    ReplyDelete
  18. reliablecommercialpaving.com offers Parking lot paving, walk way construction, Commercial paving, asphalt, Parking Lot Repairs, Parking Lot Striping, Commercial Blacktop, Parking Lot Repairs, Commercial Paving Contractor, Commercial Asphalt Contractor at New Jersey at Hanover NJ, East Orange NJ, Newark NJ, Morristown NJ, Summit NJ , Union NJ, Hackensack NJ, Patterson NJ

    ReplyDelete
  19. Complete-pest-control.com offers Pest Control, Exterminator, Rodent Control, Rodent Elimination, and Pest Elimination at Palo Alto CA, San Mateo CA, San Francisco CA, Redwood City CA, Sunnyvale CA, and Belmont CA

    ReplyDelete
  20. Davispestmanagement.com offers Pest Control, Exterminator, Bed Bug Removal, Inspections, Rodent, Pest Elimination, Commercial, Residential, Professional, Licensed Exterminator , Scorpion, Bee Hive, Hornet, Fire Ant Removal by Service Area, Las Vegas NV

    ReplyDelete
  21. Viceroy Investigations and Consulting LLC is a member of the Chamber of Commerce of the Massapequa's offer security consulting, assessments and training to large and small businesses. Let us help you design and implement policies that aid in Safe hiring, Work Place security and Information Security. Call us: 516-694-0093

    ReplyDelete