Conversations with(in) the collective unconscious by consumers, brands, and relevant others

Woodside, AG; Megehee, CM; Sood, S

Conversations with(in) the collective unconscious by consumers, brands, and relevant others

Woodside, AG Megehee, CM Sood, S

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Publication Type:: Journal Article
Citation:: Journal of Business Research, 2012, 65 (5), pp. 594 - 602
Issue Date:: 2012-05-01

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Field	Value	Language
dc.contributor.author	Woodside, AG	en_US
dc.contributor.author	Megehee, CM	en_US
dc.contributor.author	Sood, S	en_US
dc.date.issued	2012-05-01	en_US
dc.identifier.citation	Journal of Business Research, 2012, 65 (5), pp. 594 - 602	en_US
dc.identifier.issn	0148-2963	en_US
dc.identifier.uri	http://hdl.handle.net/10453/22687
dc.description.abstract	Jung's (2009) paintings of his dreams to enable conscious interpretation of his conversations within the collective unconscious informs a call for creating visual narrative art to inform meanings of personal and collective unconscious relating to stories consumers tell about buying and using brands. This study describes 13 conversations relevant to the study of conscious and the collective unconscious for consumer-brand relationships/communications. The 13 conversations' paradigm is useful for complementing the dominant logic by scholars of asking questions and relying on consumer conscious interpretations in their responses. The article advocates the use of multiple methods for both collecting and interpreting consumer-brand relationships, and illustrates the usage of storyboard-art of consumer-brand relationships in natural contexts. Brand strategy implications focus on the value of identifying how brands enable consumers to enact primal forces (archetypes). © 2011 Elsevier Inc.	en_US
dc.relation.ispartof	Journal of Business Research	en_US
dc.relation.isbasedon	10.1016/j.jbusres.2011.02.016	en_US
dc.subject.classification	Marketing	en_US
dc.title	Conversations with(in) the collective unconscious by consumers, brands, and relevant others	en_US
dc.type	Journal Article
utslib.citation.volume	5	en_US
utslib.citation.volume	65	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1503 Business and Management	en_US
dc.location.activity	Melbourne, Victorial, Australia
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
utslib.copyright.status	closed_access
pubs.issue	5	en_US
pubs.publication-status	Published	en_US
pubs.volume	65	en_US

Abstract:

Jung's (2009) paintings of his dreams to enable conscious interpretation of his conversations within the collective unconscious informs a call for creating visual narrative art to inform meanings of personal and collective unconscious relating to stories consumers tell about buying and using brands. This study describes 13 conversations relevant to the study of conscious and the collective unconscious for consumer-brand relationships/communications. The 13 conversations' paradigm is useful for complementing the dominant logic by scholars of asking questions and relying on consumer conscious interpretations in their responses. The article advocates the use of multiple methods for both collecting and interpreting consumer-brand relationships, and illustrates the usage of storyboard-art of consumer-brand relationships in natural contexts. Brand strategy implications focus on the value of identifying how brands enable consumers to enact primal forces (archetypes). © 2011 Elsevier Inc.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/22687