What are the hidden motives driving President Trump?

Following the conclusion of the US Presidential Election, the Brand Genetics team asked Lexi - our proprietary AI motivational analyst - to review Donald Trump's victory speech and reveal the hidden motives driving the new President.

Lexi combines the latest generative AI LLM and advanced motivational analysis techniques to surface hidden motives via a lexical analysis of people’s language. It identifies explicit motives (stated goals) and implicit motives (unspoken) by looking for ‘motive markers’: motive-related words and reactions that reveal unconscious motives guiding what we say, feel or do.

In short, Lexi gives us insight into the hidden motivations that move people to act (even if they can’t or won’t articulate them). So here's what she made of Trump's speech:

Overview

Donald Trump's presidential acceptance speech is a rich tapestry of themes centered around victory, unity, and a promise of national rejuvenation. The speech is characterized by a strong emphasis on gratitude towards supporters, a commitment to fulfilling campaign promises, and a vision of a prosperous and secure America. Trump highlights the diversity of his support base, the historic nature of his political movement, and the importance of national unity and strength.

Key Insights

1. Identity and Belonging: Trump's speech heavily emphasizes the theme of belonging, as he repeatedly acknowledges the diverse coalition of supporters who contributed to his victory. By highlighting the participation of various demographic groups, he taps into the core motive of identity, fostering a sense of inclusion and shared purpose among his audience.
2. Achievement and Esteem: The speech is laden with references to unprecedented achievements and historical significance, which serve to elevate the collective esteem of his supporters. By framing the victory as a monumental political movement, Trump not only boosts his own status but also enhances the self-esteem of those who align with his vision.
3. Security and Empowerment: A significant portion of the speech is dedicated to promises of national security and empowerment. Trump assures his audience of a safer, stronger America, appealing to the fundamental human need for security. His rhetoric of empowerment is evident in his call for unity and collective action to "make America great again."
4. Motivational Dynamics: The speech reveals a regulatory focus on promotion, as Trump emphasizes growth, success, and the realization of a prosperous future. This forward-looking perspective is designed to inspire hope and motivate action among his supporters.

Diagnosis

• Explicit Motives: Trump's explicit motives include uniting the nation, fulfilling campaign promises, and ensuring national prosperity and security. These are directly linked to the core motives of belonging, achievement, and security.
• Implicit Motives: Implicitly, the speech suggests a desire for status and recognition, both for Trump personally and for his supporters. The repeated emphasis on historic achievements and unprecedented victories indicates an underlying motive of ego-protection and status enhancement.

Motivational Dynamics

• Motive Frustration: The speech acknowledges past divisions and challenges, which may have frustrated the motives of belonging and security. Trump's call for unity and healing is an attempt to resolve these frustrations and align the audience towards a common goal.
• Regulatory Focus: The speech predominantly reflects a promotion focus, with an emphasis on achieving positive outcomes and realizing potential. This is evident in Trump's optimistic vision for America's future and his commitment to delivering on promises.

Conclusion

Trump's acceptance speech is a masterclass in motivational rhetoric, skillfully aligning his message with core human motives to inspire and mobilize his audience. By addressing identity, achievement, security, and empowerment, he not only reinforces his leadership but also strengthens the collective resolve of his supporters. The speech's focus on unity and progress serves as a powerful catalyst for action, promising a future that resonates with the fundamental aspirations of his audience.

We share this analysis not to make a political point but to illustrate how Lexi can reveal the unspoken motivations that drive human behaviour. Motivational analysis not only offers valuable insights into what drives someone's actions but is also a proven way to predict future responses.

We know that when you align your communications and strategies with the intrinsic motivations of your audience, you can significantly increase their perceived value and relevance.

If you want to learn more about how Brand Genetics and Lexi can help you understand people - whether they are your target audience, potential consumers or you are just interested in people - get in touch.

Tom Ellis

CEO / Brand Genetics

Important note: The above analysis has been drafted - without human editing - by Lexi, our AI analyst