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Desire
Consumer research often measures motivations (e.g. price and quality consciousness) and satisfaction related to the purchase of products or services. These variables certainly matter in understanding consumers, but in practice might be overruled by deeper and more pervasive human emotions. Passion and desire are two of such emotions. Ideally these could be leveraged for bonding between companies and customer communities. Investigating the passions, desires and desire-for-desire of specific target markets can help you design customer experiences (e.g. feelings of community, co-creation), brand propositions and promotional campaigns which connect on a deeper level.
References
Belk, R. W., Ger, G., & Askegaard, S. (2003). The fire of desire: A multisited inquiry into consumer passion. Journal of consumer research, 30(3), 326-351.