Appealing to Consumer's Greed, Lust, Vanity and Envy or "The Things Nice Managers Don't Talk About"

This paper suggests that product managers are not utilizing important information about consumers' anti-social or pru- rient perception of product attributes and benefits because of sani- tized data collection and presentation. Anti-social benefits in extant consumer behavior models are explored and the systematic limita- tions in the description and managerial use of anti-social product benefits are described. Laddering methodologies are offered for probing and revealing these data and reporting them in a quantifiable form acceptable within the structure of product decision making.