Sounds more like classical conditioning, no? I have to go with conditioning, I don't believe it is hard wired like instinct. We are bombarded from early on with a deluge of programming. We are conditioned to believe that bigger is better, more fancy, etc.. this is a formula In today's advertisers know just exactly how to trigger the need or desire for something new.
I agree that motivation can be maintained through anticipation of reward, but that is just conditioning not instinct.