Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams
The main thesis here is that the stories that some brands tell to consumers enable consumers to achieve archetypal experiences. Examining the stories consumers tell in natural contexts involving shopping for and using brands informs explanations of associations of archetypes, brands, and consumers....
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Book Chapter |
| Published: |
Emerald Group Publishing Limited
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/19762 |