The power of the dark side: Motivation, positioning and the seven deadly sins

Shobha Prasad


The dark side of human motivation is explored in this paper, 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 behavior is addressed in this paper, and used to build a construct to understand motivation and brand positioning.

The context: Behavioral models from the ancient world

Ancient cultures/religions regarded the human being as driven essentially by desires and passions over which he strove to maintain control.

Hindu philosophy: "The enjoyer"

Hindu mythology provides us with a powerful metaphoric image of a Charioteer steering a fleet of horses with his Passenger behind him.