Storytelling-case archetype decoding and assignment manual (SCADAM) [electronic resource] / edited by Arch G. Woodside, Suresh C. Sood.
Material type:
TextSeries: Advances in culture, tourism and hospitality research ; v. 11.Publication details: Bingley, U.K. : Emerald, 2016Description: 1 online resource (xi, 376 p.) : illISBN: 9781785602160 (electronic bk.)Subject(s): Jung, C. G. (Carl Gustav), 1875-1961 | Business & Economics -- Industries -- Hospitality, Travel & Tourism | Tourism industry | Consumer behavior | Marketing -- Psychological aspects | Consumers -- Attitudes | Archetype (Psychology)Additional physical formats: No titleDDC classification: 658.8342 LOC classification: HF5415.32 | .S76 2016Online resources: Click here to access online | Item type | Current library | Call number | URL | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
eBook
|
Digital Library
Resources in this library are accessible in digital format e.g. eBooks or eJournals accessible online. |
HF5415.32 .S76 2016 (Browse shelf(Opens below)) | Link to resource | Available |
Browsing Digital Library shelves, Shelving location: Online Access Close shelf browser (Hides shelf browser)
|
|
|
|
|
|
|
||
| HF5415.32 .R47 2006 Research in consumer behavior. | HF5415.32 .R47 2011 Research in consumer behavior. | HF5415.32 .R47 2012 Research in consumer behavior. | HF5415.32 .S76 2016 Storytelling-case archetype decoding and assignment manual (SCADAM) | HF5415.32 .W55 2020 The business of choice : | HF5415.33.D44 P76 2007 Product and market development for subsistence marketplaces | HF5415.335 .C87 2018 Customer experience innovation : |
Includes bibliographical references.
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.
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.
Print version record
There are no comments on this title.