This document discusses consumer motivation and factors that influence it. It defines motivation as activity directed towards a goal to satisfy a need. Maslow's hierarchy of needs and drive theory are described as models of motivation. Freudian symbolism theory holds that unconscious recognition of symbols can motivate consumers. Several advertisements are analyzed for their use of phallic and yonic symbols from Freudian theory and how this may unconsciously motivate consumers. Competitors in different industries are discussed regarding their use or avoidance of such symbolic techniques.