My research was around "behavioural causality." The simple way to put it is: any human behaviour can be explained by a core motivation (4 of them) and driving emotion (8 of them). Just as all the music is made with just a handful of notes, the same way no matter how complex a behaviour, it's just a combination of these 2 factors. Of course it's a bit more complicated, but that's the gist of it.

Now, let's say you want to use this for advertising: if you know the equation behind the decision to adopt a product, then you can put in you ad the right copy (i.e. stimuli for the required emotion). People who are ready to switch will feel understood.

Happy to share more if it's relevant to you.