What motivates you? Money is probably high on the list. But it is important to realize that there IS a list. Money isn’t the only thing. In fact money can sometimes be a de-motivator. So you see it’s complicated. Here to explain it is Dan Ariely,he is a professor at Duke University, and author of the book Payoff: The Hidden Logic That Shapes Our Motivation. He has some great stories of how motivation works that involve IKEA Furniture, Intel and AARP.