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dc.contributor.authorWoodside, Arch
dc.contributor.authorSood, Suresh
dc.contributor.authorMuniz, Karlan
dc.contributor.editorEunju Ko, Arch G. Woodside
dc.identifier.citationWoodside, Arch G. and Sood, Suresh and Muniz, Karlan M. 2013. Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams, in Ko, E. and Woodside, A.G. (ed), Luxury Fashion and Culture, pp. 15-45. Bingley, UK: Emerald Group Publishing.

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.

dc.publisherEmerald Group Publishing Limited
dc.subjectvisual narrative art (VNA)
dc.subjectdegrees-of-freedom analysis (DFA)
dc.subjectJester myth
dc.subjectHero myth
dc.subjectluxury brand
dc.subjectpattern matching
dc.titleCreating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams
dc.typeBook Chapter
dcterms.source.titleAdvances in Culture, Tourism and Hospitality Research, Volume 7, Luxury Fashion and Culture
dcterms.source.placeUnited Kingdom
curtin.accessStatusFulltext not available

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