The Application of Archetypes and Narrative Theory to Consumer Needs in Marketing Contexts: A Literature Review
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Authors
Hilarides, Adelaide
Issue Date
2019
Type
Presentation
Language
en_US
Keywords
Alternative Title
Abstract
Recent developments in technology and the resulting abundance of
individual consumer data provide an unprecedented opportunity for
matching consumers to the brands that best suit their egocentric, social,
and altruistic needs. Decades of marketing research have been dedicated
to the chimerical portrait of an aggregate, generalized ‘Average Joe’
brand consumer–a practice that, at its core, fundamentally limits the
potential scope of a brand’s applicability. It is through the identification
of the circumstances that differentiate a consumer base that insights
regarding brand relevance in consumer lives can be comprehended and
consequently leveraged. This can best be done through the use of
archetypes in mediating between internal tensions (within society and
the individual) that result in the satisfaction of core human needs. The
use of a narrative framework–which provides the most natural and
logical dissemination of these archetypes–will enable contemporary
members of psychology and advertising fields to secure their place as
pioneers in the new age of technological micromarketing.
Description
1 broadside. Designed using Microsoft PowerPoint. 48"W x 36"H
Citation
Publisher
Kalamazoo, Mich. : Kalamazoo College
License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.