Abstract In sentiment detection, the natural language processing community has focused on determining holders, facets, and valences, but has paid little attention to the reasons for sentiment decisions. Our work considers human motives as the driver for human sentiments and addresses the problem of motive detection as the first step. Following a study in psychology, we define six basic motives that cover a wide range of topics appearing in review texts, annotate 1,600 texts in restaurant and laptop domains with the motives, and report the performance of baseline methods on this new dataset. We also show that crossdomain transfer learning boosts detection performance, which indicates that these universal motives exist across different domains.