Back

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

This is a long description of some author details.

This could also be of interest:

Videos

The power of the dark side

Catalogue: Qualitative 2013: Brilliant Transformations

Author: Shobha Prasad

Company: Drshti Strategic Research Service pvt. Ltd.

June 15, 2013

×

Citation

Prasad, S. (2013a, June 15). The power of the dark side. ANA - ESOMAR. Retrieved June 23, 2025, from


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


Research Papers

Decoding the Dark Web

Catalogue:

Authors: Paul Labagnara, Katie Lucas

Company: The Lab Insight & Strategy

January 1, 1970

×

Citation

Labagnara and Lucas (1970a, January 01). Decoding the Dark Web . ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/decoding-the-dark-web-


Research Papers

The other side of the coin

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Pablo Jose Rivera, Carmen Nora Olivencia

 

May 1, 1997

×

Citation

Rivera and Olivencia (1997a, May 01). The other side of the coin . ANA - ESOMAR. Retrieved June 23, 2025, from


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


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Prasad, S. (2013a, November 20). The power of the dark side. ANA - ESOMAR. Retrieved June 23, 2025, from


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