The theory goes that people are motivated to do better or work harder or contribute more when their efforts serve a purpose… when they, serve a purpose.

In this TED talk from 2012 by behavioural economist Dan Ariely, we are introduced to this theory. It implies how, in practice, it could be applied to the way we, as marketers, sales directors and communicators should be approaching the very tactics used to better motivate our audiences.

When we are more invested in the task we perform, when we have exerted greater effort, and when that work is recognised or utilised, we in turn feel more motivated next time we come to do it or do something similar. This applies whether it’s selling product or engaging with branded content. Personal investment (effort) + recognition (purpose) = positive motivation

To read more of our insight visit the CI Group Hive.