motivation

(noun): Willingness of action especially in behavior.
(noun): The action of motivating.
(noun): Something which motivates.
(noun): An incentive or reason for doing something.
(noun): A research rating that measures how the rational and emotional elements of a commercial affect consumer intention to consider, visit, or buy something.

The motivation scores showed that 65% of people wanted to visit our website to learn more about the offer after watching the commercial.