What is the primary motive for individuals to process a message?

The primary motive for individuals to process a message is based on relevance. When a person finds the content of a message pertinent to their interests, beliefs, or needs, they are more likely to engage with and understand it effectively. This relevance drives the motivation to pay attention and process information, as individuals often prioritize what's important or meaningful to their personal experiences and context.

In communication, when a message aligns with an individual's goals or resonates with their circumstances, it encourages deeper cognitive engagement, leading to better comprehension and retention. While entertainment, gaining approval, or learning new skills can motivate message processing, they are often secondary to the overarching need for relevance.