Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM): 11 (Advances in Culture, Tourism and Hospitality Research, 11) - Hardcover

Hardcover

ISBN 10: 1785602179 ISBN 13: 9781785602177

Publisher: Emerald Group Publishing Limited, 2016

Synopsis

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.

About this title

About the Author

Arch G. Woodside, Boston College, USA Suresh C. Sood, University of Technology Sydney, Australia

Edition details

• Publisher: Emerald Group Publishing Limited
• Publication date: 2016
• Language: English
• ISBN 10: 1785602179
• ISBN 13: 9781785602177
• Binding: Hardcover
• Number of pages: 392
• Editor: Woodside Arch G., Sood Suresh C.