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

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 br...

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Bibliographic Details
Published in:Journal of business research 2012-05, Vol.65 (5), p.594-602
Main Authors: Woodside, Arch G., Megehee, Carol M., Sood, Suresh
Format: Article
Language:English
Subjects:
Archetype
Brand
Brands
Collective behaviour
Collective unconscious
Communication
Consciousness
Consumer
Consumer behavior
Consumers
Conversation
Customer relations
Jung
Personal power
Personal unconscious
Primal
Studies
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Summary: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).
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2011.02.016