The relationship between behaviours and motivations is a little like the relationship between chickens and eggs: nobody is really sure which comes first, but it’s awfully difficult to form one without the other.
Behaviour follows motivation
For the first half of my career (so far), I thought the relationship between motivations and behaviours was fairly straightforward: brands work by identifying what motivates people and then exploiting those motivations to influence how we behave. Thi
