The Power of the Dark Side
Motivation, positioning and the seven deadly sins

List of publications
Visual Description
Visual Description

Author(s): Shobha Prasad
Collection: Qualitative 2013 - Brilliant Transformations
Keywords: Observational Research

ESOMAR Best Paper Award 2013/2014
PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

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.




Date of publication: 20.11.2013
ISBN: 92-831-0269-X
Order Code: 117130_05
Number of pages: 24

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password


Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services:
publications@esomar.org