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Storytelling-case archetype decoding and assignment manual (SCADAM)

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Storytelling-case archetype decoding and assignment manual (SCADAM)/ edited by Arch G. Woodside, Suresh C. Sood.
other author:	Woodside, Arch G.
Published:	Bingley, U.K. :Emerald Group Publishing, : 2016.,
Description:	1 online resource (xi, 376 p.) :ill. :
Subject:	Consumer behavior. -
Online resource:	http://www.emeraldinsight.com/doi/book/10.1108/S1871-3173201611
ISBN:	9781785602160 (electronic bk.)

Storytelling-case archetype decoding and assignment manual (SCADAM)
Storytelling-case archetype decoding and assignment manual (SCADAM)[electronic resource] /edited by Arch G. Woodside, Suresh C. Sood. - 1st ed. - Bingley, U.K. :Emerald Group Publishing,2016. - 1 online resource (xi, 376 p.) :ill. - Advances in culture, tourism and hospitality research,v. 111871-3173 ;. - Advances in culture, tourism and hospitality research ;v. 3..

Includes bibliographical references.

Introduction -- 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 (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.

ISBN: 9781785602160 (electronic bk.)Subjects--Personal Names:

768616
Jung, C. G.
1875-1961.Subjects--Topical Terms:

560272
Consumer behavior.

LC Class. No.: HF5415.32 / .S76 2016

Dewey Class. No.: 658.8342

Storytelling-case archetype decoding and assignment manual (SCADAM)
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245 0 0 $a Storytelling-case archetype decoding and assignment manual (SCADAM) $h [electronic resource] / $c edited by Arch G. Woodside, Suresh C. Sood.
250 $a 1st ed.
260 $a Bingley, U.K. : $b Emerald Group Publishing, $c 2016.
300 $a 1 online resource (xi, 376 p.) : $b ill.
490 1 $a Advances in culture, tourism and hospitality research, $x 1871-3173 ; $v v. 11
504 $a Includes bibliographical references.
505 0 $a Introduction -- 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.
520 $a 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.
588 $a Description based on print version record.
600 1 0 $a Jung, C. G. $q (Carl Gustav), $d 1875-1961. $3 768616
650 0 $a Consumer behavior. $3 560272
650 0 $a Marketing $x Psychological aspects. $3 560275
650 0 $a Consumers $x Attitudes. $3 560274
650 0 $a Archetype (Psychology) $3 559645
700 1 $a Woodside, Arch G. $3 561174
700 1 $a Sood, Suresh C. $3 1133792
830 0 $a Advances in culture, tourism and hospitality research ; $v v. 3. $3 810508
856 4 0 $u http://www.emeraldinsight.com/doi/book/10.1108/S1871-3173201611