Storytelling-case Archetype Decoding & Assignment Manual Scadam

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. Distributed in North America by Turpin Distribution. Annotation c2016 Ringgold, Inc., Portland, OR (protoview.com)

Arch G. Woodside, Boston College, USASuresh C. Sood, University of Technology Sydney, Australia