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The power of the dark side

Date of publication: November 20, 2013

Catalogue: Qualitative 2013: Brilliant Transformations

Company:

Author: Shobha Prasad

Abstract:

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.

Shobha Prasad

Author

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Catalogue: Qualitative 2013: Brilliant Transformations

Author: Shobha Prasad

Company: Drshti Strategic Research Service pvt. Ltd.

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Citation

Prasad, S. (2013a, June 15). The power of the dark side. ANA - ESOMAR. Retrieved June 04, 2025, from


https://ana.esomar.org/documents/the-power-of-the-dark-side


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Citation

Prasad, S. (2013a, November 20). The power of the dark side. ANA - ESOMAR. Retrieved June 04, 2025, from


https://ana.esomar.org/documents/the-other-side-of-the-coin-