
Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Description
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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
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Persons
Suresh C. Sood, University of Technology Sydney, Australia
Content
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
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