THE NEED TO CONTRIBUTE IS A MAJOR DRIVER OF CONSUMER BEHAVIOUR. I have not met him, but I am told that Bill Gates is very happy.  He seems happy and he says he is happy, so I will assume that he is happy. Contrary to what some might think however, I understand that the source […]

THE NEED TO CONTRIBUTE IS A MAJOR DRIVER OF CONSUMER BEHAVIOUR. I have not met him, but I am told that Bill Gates is very happy.  He seems happy and he says he is happy, so I will assume that he is happy. Contrary to what some might think however, I understand that the source of this happiness is much more about what he has given away than it is about what he has banked. Indeed, Gates and his mate Warren Buffet have both suggested that nothing makes them happier than giving money away to worthy causes. This is indicative of the need that human beings have to contribute and in particular believe that they are contribution. Research has shown time and again that human beings are motivated by the need to contribute. This is reflected in a range of behaviours including: Membership of service clubs and participation in charities.…