Motivation

Noun

1. Willingness of action especially in behavior.
2. The action of motivating.
3. Something which motivates.
4. An incentive or reason for doing something.
5. 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."