The Wheel of Motives™
See: Dr. C. Pantidos, Living Brands: How Biology and Neuroscience
Shape Consumer Behaviour and Brand Desirability, Lid Publishing,
London 2018, p. 418.
of human desire
proving the impact
A Neurobiological Model of Human Motivation and Consumer Choice
The Wheel of Motives® identifies twelve fundamental human motives rooted in our biological nature that shape how we experience the world, seek meaning and make choices.
It provides a structured framework for translating these deep human motives into the world of brands, products and consumer experiences.
Everyone agrees that emotions matter.
The challenge is turning them into something that can consistently guide decisions.
The Wheel of Motives® provides a common motivational foundation for decisions that are too often made separately — and subjectively — across brand strategy, communication, product formulation, sensory experience, packaging and other consumer touchpoints.
Grounded in evidence across neuroscience, evolutionary biology, psychology, behavioral science, sensory science and multisensory perception, the Wheel helps reduce fragmented interpretation and subjective decision-making by connecting these different disciplines and applications to the same underlying human motives.
The result is alignment: what the brand stands for, what the product delivers, what the communication expresses, what the packaging communicates and what the consumer experiences can all originate from the same motivational core.
One motivational core. Multiple expressions. One coherent brand experience.
The Knowledge Hub shows you the thinking.
Your challenge shows you what it can do.
Give us a real brand, product, communication, packaging or innovation challenge.
We’ll show you something your existing process may not reveal.