|Author(s): Shobha Prasad
Collection: Qualitative 2013 - Brilliant Transformations
Keywords: Observational Research
ESOMAR Best Paper Award 2013/2014
|PDF version (download)|
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The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The assumption that in the "Seven Deadly Sins" lie primeval forces powerful enough to drive behaviour is addressed in this presentation, and used to build a construct to understand motivation and brand positioning.