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End-user programming, which consists of people writing programs for their own use, has the potential to provide diverse benefits both personally and professionally. Yet, while studies indicate over 70 million American workers use spreadsheets or do other programming at least monthly, hundreds of millions do not. To identify opportunities for motivating broader and deeper levels of end-user programming, this article reviews existing literature on what factors drive adoption of end-user programming. A total of 15 factors were identified as potential motivations. Viewing these results through the lens of Maslow's Hierarchy of Needs suggests opportunities for future research.