Storytelling-case archetype decoding and assignment manual (SCADAM) / edited by Arch G. Woodside, Suresh C. Sood.

Format:

Book

Contributor:

Woodside, Arch G.

Sood, Suresh C.

Series:

Advances in culture, tourism and hospitality research ; v. 11.

Advances in culture, tourism and hospitality research, 1871-3173 ; v. 11

Language:

English

Subjects (All):

Jung, C. G. (Carl Gustav), 1875-1961.

Jung, C. G.

Consumer behavior.

Marketing--Psychological aspects.

Marketing.

Consumers--Attitudes.

Consumers.

Archetype (Psychology).

Physical Description:

1 online resource (389 p.)

Edition:

First edition.

Place of Publication:

Bingley, [England] : Emerald, 2016.

Summary:

Storytelling-case archetype decoding and assignment manual (SCADAM) reviews cultural and tourism/hospitality applications of Carl Jung's work on archetypes in shaping behavior and unconscious/conscious thought. SCADAM includes a testing manual on how to use Donald T. Campbell's "degrees of freedom" (DOF) test for story-archetype assignments of what consumers and brands tell about consumption experiences of product/service brands, places, and drama/life enactments. SCADAM includes assignment testing and example scoring for each of 12 archetypes: 1. Caregiver (CA); 2. Creator (CR); 3. Everyman/woman (EV); 4. Explorer (EX); 5. Hero (HE); 6. Innocent (IN); 7. Jester (JE); 8. Lover (LO); 9. Magician (MA); 10. Ruler (RU); 11. Sage (SA); 12. Shadow (SH). SCADAM increases accuracy of researchers' interpretations of consumers' (emic) interpretations of dramas in consumption experiences; SCADAM provides for comparing DOF testing in scoring alternative archetypes. Thus, this manual provides tools for confirming relevancy and falsifying incorrect archetype assignments of stories consumers and brands tell. SCADAM builds on prior studies in the literature by the authors and colleagues.

Contents:

Introduction

Theory of brand enabling archetype enactment by consumer

Literature review

Method : story listening and collection

Archetype processing and story analysis

Creator archetype

Every person archetype

Explorer archetype

Hero archetype

Innocent archetype

Jester archetype

Lover archetype

Magician archetype

Outlaw archetype

Ruler archetype

Sage archetype

Shadow archetype

Caregiver archetype

Theory refinement, implications and conclusions.

Notes:

Description based upon print version of record.

Includes bibliographical references.

Print version record

ISBN:

9781785602160

1785602160

OCLC:

948378083