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dc.contributor.authorHilarides, Adelaide
dc.description1 broadside. Designed using Microsoft PowerPoint. 48"W x 36"Hen_US
dc.description.abstractRecent 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.en_US
dc.description.sponsorshipKalamazoo College. Department of Psychology. VanLiere Symposium, 2019en_US
dc.publisherKalamazoo, Mich. : Kalamazoo Collegeen_US
dc.relation.ispartofKalamazoo College Psychology VanLiere Symposium Collectionen
dc.rightsU.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.en
dc.titleThe Application of Archetypes and Narrative Theory to Consumer Needs in Marketing Contexts: A Literature Reviewen_US

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  • VanLiere Symposium Posters [218]
    This collection contains posters by Psychology Department majors who present their Senior Individualized Projects to the members of the campus. Abstracts are generally available to the public, but PDF files are available only to current Kalamazoo College students, faculty, and staff.

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