According to the article by pantidos (2021), the wheel of motives captures the 12 biological motives that have helped humans to survive and thrive .neuroscience -based tools use knowledge of these behaviours drivers to build brands and develop marketing strategies, involve the likes of food colours and flavours and generate the idea of a new product.
The primary motives are the consumer’s desire to satisfy his basic needs, whether physical or psychological, meaning that the consumer decides to buy a specific commodity without regard to the type or brand.
Dear Amukelani Maluleque,
The reference you mentioned cannot be really considered as a scientific work. It was not published in a peer-reviewed journal. It is a book published by a consultant who wants to promote his methodology. I don't mean that it is not relevant, but you should start your research with sounder academic works...
Best regards.
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