Motivation is the reason why customers or stakeholders act in certain ways. Discerning and defining motivation allows our clients to intimately infuse the needs and desires of their key stakeholders into strategy and communication.
Motivation is defined by examining three criteria: attitudes, normative beliefs and control barrier. Attitudes are what an individual believes – their personal feelings, associations and thoughts. Normative beliefs are the social influences – how others regard certain behaviors, or what they expect for individuals. Control barrier is the perceived effort or challenge – what are the perceived barriers or challenges to a behavior.
Methodologies that emphasize Motivation insights are: