Human motivation is one of the two main driving forces in Loyalty 3.0, with the other being big data. But for now, we’ll discuss the motivation aspect of things. When understood effectively, human motivation is an extremely useful source of power that drives loyalty and engagement. This chapter begins by two by identifying what motivation actually is, defining it as the factors that create desire in people to be interested in a job, role, or subject, and to exert effort in achieving a certain goal (Paharia, 2013, para. 3).
To further break this down, Paharia explains that motivation stems from both internal and external factors, stimulates desire and energy, builds continual interest (in a job, role, or subject), leading to exertion of efforts; all to ultimately attain a goal with a satisfactory end result (2013). Think about your own life for a moment; what is something that motivates you? Is it your school, job, or family? Whatever it is, think about the internal and external factors that drive this motivation. For example, I could say that I’m motivated by my school. Internally, I want to better myself through my education. Externally, I want to succeed so that I stand out to potential employers. These factors stimulate a desire to do well, and energy to accomplish goals in my education. The more I learn and participate in courses with my peers, the more I find myself interested in what I’m learning and how I can apply it to my life. Once I complete my bachelor’s degree (yes- exerting ALL of my efforts…), my motivation to succeed academically will have been achieved! As I sprint towards the finish line this semester, 1 Corinthians 10: 31 (ESV) stays on my mind, which says “So, whether you eat or drink, or whatever you do, do all to the glory of God”. For me, this verse is an overarching motivation in my life, so while I may have smaller, professional goals and motivations, doing everything for the glory of god remains at the forefront of my mind.
Now, back to Paharia. While the example of school may have been long-winded or silly, there is truth in the fact that there is some form of motivation behind every action we take. Within overarching features of motivation, there are certain key characteristics that drive it, five intrinsic, and two extrinsic.
Intrinsically, it has been studied that autonomy, mastery, purpose, progress, and social interaction have everything to do with motivating, and extrinsically, algorithmic and heuristic features motivate (Paharia, 2013). As humans, we crave control – of our lives, jobs, workspaces, etc. We also desire to improve and become better, make a difference in the world, achieve desired results, and connect with other humans (Paharia, 2013).
Extrinsic motivators place different tasks into two main categories: algorithmic and heuristic. Algorithmic tasks cause you to follow set guidelines to complete them; like doing taxes or assembling a car (Paharia, 2013). These are actions and tasks that either must be done or require meticulous attention to detail, so people are motivated to get them done. Heuristic tasks are the opposite – there are no guidelines, checklists, or rules because they complete tasks that require creative solutions; examples would be writing a book, designing, or creating a marketing strategy (Paharia, 2013). These types of tasks are much more difficult to automate, making them dependent on intrinsic motivation and creativity.
How does all of this apply to Loyalty 3.0? By understanding how people are motivated, what they are motivated by, and how they define success, businesses can position themselves as agents of support that have the ability to fuel a potential customer’s lifestyle. Depending on what a business has to offer, who their target is, and what their target’s goals are, a brand can change a consumer’s perception not only by their products and services, but by how they market themselves.