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what is motivation, or How to sell to people with different dominant motivation

After reading a motivating article, some people crush the mountains, while others go back to the sofa. This is because people have different dominant motivations. I’ll tell you how to determine your type and learn to understand buyers. The article is useful to a wide range of readers, but especially to entrepreneurs.

Table of contents:
In which part of the brain is motivation hidden
Test for determining the dominant motivation
How people with different dominant motivations behave
How to sell to people with different dominant motivation
How to calculate the dominant motivation of a person
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In which part of the brain is motivation hidden
Motivation is more based on the expectation of reward. Whether it is social (praised for a good job) or physical (sneezing after putting a feather in your nose) – it does not matter. With the help of reward, the brain forms target behavior through sequential auxiliary processes:

anticipation of reward (“If I sneeze, it will tickle in the nose”);
his connection with behavior (“You need to find a clean feather and put it in your nose”);
planning to receive a reward (“I have been driving a feather in my nose for a minute, now I’m sneezing!”);
encoding its meaning (“Apchi! I felt good!”)
adjustment (“I did little, but got a lot of pleasure. The reward is worth it. I will do more often”).

The reward system is a key component of the ventral region of the tire (VTA). More than half of the VTA neurons are dopamine (dopamine is the “pleasure molecule”). The task of neurons to get into the adjacent nucleus is “the main center of pleasure”. On the way to it, they pass the mesolimbic and mesocortical system. The first includes a septum, tonsil and hippocampus – these areas of the brain are responsible for awaiting rewards and coding. The mesocortical system is the connection between the paranasal, medial prefrontal and anterior cingulate cortex. She plans a reward: whether its value will meet expectations.

After the neurons pass through both systems and meet in the adjacent nucleus, you will probably squeal with delight at the next training of Tony Robbins.

Motivation is internal and external. The biological formation of each type of motivation is the same. The same applies to the type of dominant motivation: you can strive for success or avoid failure, but the brain will form emotions without any changes in the “dopamine path”.

Test for determining the dominant motivation
Each person is endowed with a dominant type of motivation. There are two of them: the desire for success (hereinafter “K”) and the desire to avoid failure (hereinafter “From”). Motivation changes with age or due to life circumstances. An age-related change occurs from the “K” motivation to the “From” motivation and almost never the other way around. We must pay tribute – some people have reached Zen and use both types of motivation in life. True, there are a minority of these.

We’ll talk more about types later, but for now, take the test to determine your dominant motivation. Answer monosyllabic questions without hesitation.

What is the quality or characterization that you would like to have in IDEAL.
What is the quality or characteristic that you MUST possess.
Name another PERFECT quality.
Name one MANDATORY quality.
Name one MANDATORY quality.
Name another PERFECT quality.
Name one MANDATORY quality.
Name another PERFECT quality.
If you answered questions about ideal qualities quicker, your dominant type of motivation is “K”, and if you are obligatory, “From”. Lucky people with equivalent types of motivation answered without hesitation all the questions.

How people with different dominant motivations behave
I decided to talk about two specific people with different types of motivation. Meet: I am the author of the article, and my husband is Sergey.

As long as I can remember, my motivation has always been “From” – from failure. Characteristic features of the type:

striving for maximum security;
it’s better not to do anything at all than to lose;
nullification of any risk.
As for the spouse, then his motivation is “K”. His ideals:

try something even if the risks are high;
positive thinking;
lack of backup plans – all decisions are formed along the way;
seizing every opportunity to move forward.
Recently we were in the mountains. Upon arrival, they began to share their impressions with relatives. I told that Sergey was close to the cliffs; that I was afraid to go to the peak and turned back; that she decided not to ride the serpentine at night to the detriment of the convenience of time. My motivation is to remain safe, despite the prospects.

The husband’s story was full of other colors: if they reached the peak, they would see stunning views; if they had left at night, in the morning they would have been in another country; would break down on the road at night – turn on the emergency gang, music and dance under the stars. In his world, everything is positive and aimed at success – danger and risks have not been calculated, attention to them is minimal.

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