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Woodside, Arch G.,

Storytelling-case archetype decoding and assignment manual (SCADAM) / by Arch. G. Woodside, Boston College, USA, Suresh C. Sood, University of Technology Sydney, Australia. - First edition. - 1 online resource (xi, 376 pages) : illustrations - Advances in culture, tourism and hospitality research ; Volume 11 . - Advances in culture, tourism and hospitality research ; Volume 11. .

Includes bibliographical references (pages 361-376).

Theory of brand enabling archetype enactment by consumer -- Literature review -- Method : story listening and collection -- Archetype processing and story analysis -- Creator archetype -- Every person archetype -- Explorer archetype -- Hero archetype -- Innocent archetype -- Jester archetype -- Lover archetype -- Magician archetype -- Outlaw archetype -- Ruler archetype -- Sage archetype -- Shadow archetype -- Caregiver archetype -- Theory refinement, implications, and conclusions.

Storytelling-Case Archetype Decoding and Assignment Manual reviews tourism and hospitality applications of Jung's work on archetypes in shaping behavior and unconscious/conscious thought. This book provides tools for confirming relevancy and falsifying incorrect archetype assignments of stories consumers and brands tell.

ISBN: 9781785602160 1785602160

Subjects--Personal Names:
Jung, C. G. 1875-1961.
Jung, C. G. 1875-1961.

Subjects--Topical Terms:
Consumer behavior.
Marketing--Psychological aspects.
Consumers--Attitudes.
Archetype (Psychology)
BUSINESS & ECONOMICS--Industrial Management.
BUSINESS & ECONOMICS--Management.
BUSINESS & ECONOMICS--Management Science.
BUSINESS & ECONOMICS--Organizational Behavior.
Tourism industry.
Archetype (Psychology)
Consumer behavior.
Consumers--Attitudes.
Marketing--Psychological aspects.

Index Terms--Genre/Form:
Electronic books.

LC Class. No.: HF5415.32 / W663 2016eb

Dewey Class. No.: 658.8342

Universal Decimal Class. No.: 658.8