
Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Emerald Group Publishing Limited
Published on 8. January 2016
Book
Hardback
392 pages
978-1-78560-217-7 (ISBN)
Description
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.
Reviews / Votes
This manual explores the tourism and brand applications of Carl Jung's work on archetypes in shaping behavior and unconscious/conscious thought. It examines the stories of consumer experiences with brands that appear on blogs by considering how these stories reflect archetype-enabling behavior and how to analyze them. It describes hypotheses for testing using consumer stories found on these blogs, theories related to archetypes and archetypal analysis of stories, the method of analysis, finding suitable consumer stories, and examples of the creator, every person, explorer, hero, innocent, jester, lover, magician, outlaw, ruler, sage, shadow, and caregiver archetypes in these stories, as well as testing hypotheses, results, areas of generalization, and future research. Appendices include tools for analysis. -- Annotation (c)2016 * (protoview.com) *More details
Series
Language
English
Place of publication
Bingley
United Kingdom
Publishing group
Emerald Publishing Limited
Target group
Professional and scholarly
College/higher education
Dimensions
Height: 235 mm
Width: 157 mm
Thickness: 25 mm
Weight
714 gr
ISBN-13
978-1-78560-217-7 (9781785602177)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions

Arch G. Woodside | Suresh C. Sood
Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
E-Book
01/2016
Emerald Publishing Limited
€97.49
Available for download
Persons
Arch G. Woodside, Boston College, USA
Suresh C. Sood, University of Technology Sydney, Australia
Suresh C. Sood, University of Technology Sydney, Australia
Editor
Curtin University, Australia
University of Technology Sydney, Australia
Content
1. Introduction
2. Theory of Brand Enabling Archetype Enactment by Consumer
3. Literature Review
4. Method: Story Listening and Collection
5. Archetype Processing and Story Analysis
6. Creator Archetype
7. Every Person Archetype
8. Explorer Archetype
9. Hero Archetype
10. Innocent Archetype
11. Jester Archetype
12. Lover Archetype
13. Magician Archetype
14. Outlaw Archetype
15. Ruler Archetype
16. Sage Archetype
17. Shadow Archetype
18. Caregiver Archetype
19. Theory Refinement, Implications, and Conclusions
2. Theory of Brand Enabling Archetype Enactment by Consumer
3. Literature Review
4. Method: Story Listening and Collection
5. Archetype Processing and Story Analysis
6. Creator Archetype
7. Every Person Archetype
8. Explorer Archetype
9. Hero Archetype
10. Innocent Archetype
11. Jester Archetype
12. Lover Archetype
13. Magician Archetype
14. Outlaw Archetype
15. Ruler Archetype
16. Sage Archetype
17. Shadow Archetype
18. Caregiver Archetype
19. Theory Refinement, Implications, and Conclusions