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 |
| _version_ | 1848750122273341440 |
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| author | Woodside, Arch Sood, Suresh Muniz, Karlan |
| author2 | Eunju Ko |
| author_facet | Eunju Ko Woodside, Arch Sood, Suresh Muniz, Karlan |
| author_sort | Woodside, Arch |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. The study advances the use of degrees-of-freedom analysis (DFA) and creating visual narrative art (VNA) as useful steps for confirming or disconfirming whether or not the stories consumers tell have themes, events, and outcomes that match with the core storylines told by brands. As a proposal, an extension of thematic apperception tests (TATs) is relevant in applying the DFA to brand-consumer storytelling research. The study includes a review of early work on TATs, DFA, archetypal theory, and how brands become icons. The study’s theory, method, and findings provide useful tools for brand managers and researchers on issues that relate to psychology and marketing. |
| first_indexed | 2025-11-14T07:31:48Z |
| format | Book Chapter |
| id | curtin-20.500.11937-19762 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:31:48Z |
| publishDate | 2013 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-197622023-02-08T03:52:42Z Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams Woodside, Arch Sood, Suresh Muniz, Karlan Eunju Ko Arch G. Woodside Archetypes visual narrative art (VNA) degrees-of-freedom analysis (DFA) Jester myth consumer Hero myth luxury brand pattern matching 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. The study advances the use of degrees-of-freedom analysis (DFA) and creating visual narrative art (VNA) as useful steps for confirming or disconfirming whether or not the stories consumers tell have themes, events, and outcomes that match with the core storylines told by brands. As a proposal, an extension of thematic apperception tests (TATs) is relevant in applying the DFA to brand-consumer storytelling research. The study includes a review of early work on TATs, DFA, archetypal theory, and how brands become icons. The study’s theory, method, and findings provide useful tools for brand managers and researchers on issues that relate to psychology and marketing. 2013 Book Chapter http://hdl.handle.net/20.500.11937/19762 10.1108/S1871-3173(2013)0000007005 Emerald Group Publishing Limited restricted |
| spellingShingle | Archetypes visual narrative art (VNA) degrees-of-freedom analysis (DFA) Jester myth consumer Hero myth luxury brand pattern matching Woodside, Arch Sood, Suresh Muniz, Karlan Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams |
| title | Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams |
| title_full | Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams |
| title_fullStr | Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams |
| title_full_unstemmed | Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams |
| title_short | Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams |
| title_sort | creating and interpreting visual storytelling art in extending thematic apperception tests and jung's method of interpreting dreams |
| topic | Archetypes visual narrative art (VNA) degrees-of-freedom analysis (DFA) Jester myth consumer Hero myth luxury brand pattern matching |
| url | http://hdl.handle.net/20.500.11937/19762 |