Andrew Bustamante (Former CIA)
CIA's Core Motivations: RICE
Understanding these core motivations—Reward, Ideology, Coercion, and Ego (RICE)—is crucial because it provides a framework for deciphering human behaviour and decision-making processes across various contexts.
1. Reward (R): Involves incentives like money, praise, or any benefit that persuades someone to act in a desired way. It's about what one gains from taking certain actions.
- Example: Offering financial incentives to encourage cooperation or performance.
2. Ideology (I): Refers to a person's belief system or principles that drive their actions. It's about what one believes in and how those beliefs motivate behaviour.
- Example: Someone might act based on political, religious, or personal beliefs, even if it involves personal sacrifice.
3. Coercion (C): Involves compelling someone to act through threats, blackmail, or imposing a sense of obligation. It's about applying pressure to influence someone's actions against their will.
- Example: Using blackmail or threats to secure cooperation or silence.
4. Ego (E): Relates to a person's self-esteem or desire to be seen in a particular light by others. It's not about being egotistical, but about wanting to fulfil a role or image one believes is important.
- Example: An individual might take certain actions to be perceived as important, skilled, or indispensable.