Storytelling-case archetype decoding and assignment manual (SCADAM)
Author(s)
Bibliographic Information
Storytelling-case archetype decoding and assignment manual (SCADAM)
（Advances in culture, tourism and hospitality research, v. 11）
Emerald, 2016
- : hbk
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Note
Includes bibliographical references: p. 361-376
Description and Table of Contents
Description
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.
Table of Contents
1. Introduction
2. Theory of Brand Enabling Archetype Enactment by Consumer
3. Literature Review
4. Method: Story Listening and Collection
5. Archetype Processing and Story Analysis
6. Creator Archetype
7. Every Person Archetype
8. Explorer Archetype
9. Hero Archetype
10. Innocent Archetype
11. Jester Archetype
12. Lover Archetype
13. Magician Archetype
14. Outlaw Archetype
15. Ruler Archetype
16. Sage Archetype
17. Shadow Archetype
18. Caregiver Archetype
19. Theory Refinement, Implications, and Conclusions
by "Nielsen BookData"
