Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams
MetadataShow full item record
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.
Showing items related by title, author, creator and subject.
Jain, Kokil; Jajodia, Isha; Sharma, Piyush ; Singh, Gurinder (2020)Purpose Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these ...
Muniz, K.; Woodside, Arch; Sood, S. (2015)The study here probes the perspective that consumers use certain brands as actors that play roles in the consumers’ lives and that help consumers as protagonists to enact roles that give them the feelings of achievement, ...
Woodside, Arch; Megehee, C.; Sood, S. (2012)Jung's (2009) paintings of his dreams to enable conscious interpretation of his conversations within the collective unconscious informs a call for creating visual narrative art to inform meanings of personal and collective ...