5 Powerful Psychological Motivators We Can’t Easily Measure

Nathaniel Bastin
2 min readNov 29, 2023

Mastering the ever-expanding art of marketing begins (and possibly even ends) with one critical element: a deep grasp of human psychology.

Without it, you’re essentially flying blind.

As marketers, one of our core missions is to forge deeper connections with our audience.

To achieve this, it’s imperative we understand the psychological motivators that shape consumer behaviour.

Unfortunately for us, many of these powerful influencers are elusive and difficult to precisely quantify.

Yet their influence on consumer decisions is undeniable.

Acknowledging and employing them can profoundly elevate our marketing performance.

So, with that, allow me to lay out five of the best for you.

Status

We’re hardwired to seek recognition and establish our rank in society.

This pursuit is deeply embedded in our psyche, boosting our self-worth and helping us define our place in the community.

Whether it’s through career achievements, social circles, or online presence, the quest for status is a powerful and constant driver in our lives.

Certainty

In a world where change is the only constant, our minds crave stability.

Uncertainty breeds anxiety and discomfort, while having clear visibility of a path or outcome, even if challenging, provides us with confidence and peace of mind.

This need for certainty strongly influences many of our life choices, from daily purchases to lifelong relationships.

Autonomy

The ability to make decisions and act on our own terms is incredibly liberating.

Autonomy is about having control over our actions and choices, enhancing our motivation and feeding into our self-worth.

When we feel in control of our lives, we’re more driven, content, and fulfilled.

Connection

Humans are inherently social creatures. We thrive on belonging and feeling understood.

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Nathaniel Bastin

Full Stack Brand Builder | Published in “The Startup”, “Better Marketing” & “Entrepreneur’s Handbook” | x.com/NB_Branding