Researchers at HSE University have identified 15 fundamental human motives that drive behavior, shedding light on our emotional lives and decision-making processes. The study suggests that these forces can be understood through an evolutionary lens, offering new insights into why we behave in certain ways.
The researchers analyzed data from over 500 participants, who were asked to rate their agreement with statements referencing routine preferences, worries, and social goals. Using network analysis, they discovered a catalog of 15 core motives, organized into five larger categories.
Five primary motivations stand out: Love/Nurture, Fear/Curiosity, Play, Status, and Justice. These forces interact and influence each other in complex ways, with some often appearing in tension. For instance, fear can suppress curiosity, while play aids skill development, which helps individuals maintain or improve their status.
The study also found intriguing links between different motives, such as the correlation between justice and both nurture and curiosity. This suggests that individuals may be driven by empathy for others (nurture) and a desire to stay informed about potentially antisocial behavior (curiosity).
Interestingly, people of varying ages and genders prioritize certain motives differently. Women tend to rank nurture and comfort higher, while men focus on status and attract. Younger participants gravitate towards play and status, whereas older individuals give more weight to fear and comfort.
The researchers believe that understanding these 15 fundamental human motives can guide approaches in marketing, therapy, and AI development. By recognizing which motives appeal to different demographics, businesses can create more precise messaging, while developers of artificial intelligence can build user interfaces that resonate with people’s core motivations. In therapy, counselors may find it helpful to address imbalances between fear and curiosity, potentially mitigating excessive anxiety.
Ultimately, understanding the evolutionary forces driving our behavior can help create solutions that make life more comfortable, safer, and more interesting.
Source: https://www.earth.com/news/human-behavior-is-driven-by-fifteen-key-motives