This document discusses human motivation and what drives consumer behavior. It explains that motivation is an inner drive that causes a person to act to fulfill a want or need. Motivation can come from needs like physiological needs, safety needs, belongingness and love needs, esteem needs, or self-actualization needs according to Maslow's hierarchy of needs. Marketers aim to understand what motivates consumers in order to satisfy their needs and wants. The document also discusses concepts like cognitive dissonance, involvement, values, and the means-end chain model of how products provide attributes that lead to benefits and help consumers achieve important values.