Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams

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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....

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Bibliographic Details
Main Authors:	Woodside, Arch, Sood, Suresh, Muniz, Karlan
Other Authors:	Eunju Ko
Format:	Book Chapter
Published:	Emerald Group Publishing Limited 2013
Subjects:	Archetypes visual narrative art (VNA) degrees-of-freedom analysis (DFA) Jester myth consumer Hero myth luxury brand pattern matching
Online Access:	http://hdl.handle.net/20.500.11937/19762

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