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E-grāmata: Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)

Edited by (Curtin University, Australia), Edited by (University of Technology Sydney, Australia)
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Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM) reviews cultural and tourism/hospitality applications of Carl Jung's work on archetypes in shaping behavior and unconscious/conscious thought. SCADAM includes a testing manual on how to use Donald T. Campbell's "degrees of freedom" (DOF) test for story-archetype assignments of what consumers and brands tell about consumption experiences of product/service brands, places, and drama/life enactments. SCADAM includes assignment testing and example scoring for each of 12 archetypes: 1. Caregiver (CA); 2. Creator (CR); 3. Everyman/woman (EV); 4. Explorer (EX); 5. Hero (HE); 6. Innocent (IN); 7. Jester (JE); 8. Lover (LO); 9. Magician (MA); 10. Ruler (RU); 11. Sage (SA); 12. Shadow (SH). SCADAM increases accuracy of researchers' interpretations of consumers' (emic) interpretations of dramas in consumption experiences; SCADAM provides for comparing DOF testing in scoring alternative archetypes. Thus, this manual provides tools for confirming relevancy and falsifying incorrect archetype assignments of stories consumers and brands tell. SCADAM builds on prior studies in the literature by the authors and colleagues.

Recenzijas

This manual explores the tourism and brand applications of Carl Jung's work on archetypes in shaping behavior and unconscious/conscious thought. It examines the stories of consumer experiences with brands that appear on blogs by considering how these stories reflect archetype-enabling behavior and how to analyze them. It describes hypotheses for testing using consumer stories found on these blogs, theories related to archetypes and archetypal analysis of stories, the method of analysis, finding suitable consumer stories, and examples of the creator, every person, explorer, hero, innocent, jester, lover, magician, outlaw, ruler, sage, shadow, and caregiver archetypes in these stories, as well as testing hypotheses, results, areas of generalization, and future research. Appendices include tools for analysis. -- Annotation ©2016 * (protoview.com) *

About The Authors vii
Editorial Board ix
1 Introduction
1(6)
2 Theory Of Brand Enabling Archetype Enactment By Consumer
7(14)
3 Literature Review
21(16)
4 Method: Story Listening And Collection
37(42)
5 Archetype Processing And Story Analysis
79(12)
6 Creator Archetype
91(8)
7 Every Person Archetype
99(8)
8 Explorer Archetype
107(6)
9 Hero Archetype
113(6)
10 Innocent Archetype
119(6)
11 Jester Archetype
125(6)
12 Lover Archetype
131(6)
13 Magician Archetype
137(6)
14 Outlaw Archetype
143(6)
15 Ruler Archetype
149(8)
16 Sage Archetype
157(6)
17 Shadow Archetype
163(6)
18 Caregiver Archetype
169(6)
19 Theory Refinement, Implications, And Conclusions
175(62)
Appendices 237(124)
References 361
Arch G. Woodside, Boston College, USA Suresh C. Sood, University of Technology Sydney, Australia
Biežāk uzdotie jautājumi par e-grāmatām Biežāk uzdotie jautājumi par e-grāmatām
Permanent link: https://www.kriso.lv/db/97817856021606e.html
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