Systems, methods, and apparatus for determining motivator counts associated with purchase selections are presented herein. A data store can be configured to store purchase selections of respective products. A server can be configured to determine an incremental purchase time between a first purchase selection of the purchase selections and a second purchase selection of the purchase selections. Further, the server can be configured to determine a standard deviation of incremental purchase times between respective purchase selections of the purchase selections. Furthermore, the server can be configured to increment a prime motivator count associated with the second purchase selection based on the incremental purchase time and the standard deviation.