Marketing Archetypes: Applying Jungian Psychology to Marketing Research

Valeria Tullio, Gandolfo Dominici, Gandolfo Dominici, Mario Tani, Giuseppe Siino

Research output: Contribution to journalArticle

Abstract

In the current situation of growing information overload, individuals are gradually becoming less sensitive to traditional marketing communications. For this reason, traditional marketing research models are no longer capable of giving useful insights to management. This calls for new approaches that can grasp the inner meaning of consumer behaviors and evaluate their relevance. To this end, a new multidisciplinary approach is needed to interpret complex behavioral patterns so as to gain deeper and more effective insights into customers and to understand their behavioral patterns. In this paper, following a short introduction to the basic concepts of Jung’s analytical psychology and their relevance for marketing, we propose the use of the Jungian archetypes to implement a market research model, considering the case of an Italian research company’s development of the Archetipus® model.
Original languageEnglish
Pages (from-to)109-122
Number of pages14
JournalJournal of Organisational Transformation & Social Change
Volume13
Publication statusPublished - 2016

Fingerprint

marketing
psychology
market research
consumption behavior
basic concept
communications
management
Marketing research
Jungian psychology
Archetypes
Marketing
Psychology
Information overload
Marketing communications
Consumer behaviour
Market research

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting (miscellaneous)
  • Social Sciences (miscellaneous)

Cite this

Marketing Archetypes: Applying Jungian Psychology to Marketing Research. / Tullio, Valeria; Dominici, Gandolfo; Dominici, Gandolfo; Tani, Mario; Siino, Giuseppe.

In: Journal of Organisational Transformation & Social Change, Vol. 13, 2016, p. 109-122.

Research output: Contribution to journalArticle

@article{1dc63af8e99e4be5a44023944961090d,
title = "Marketing Archetypes: Applying Jungian Psychology to Marketing Research",
abstract = "In the current situation of growing information overload, individuals are gradually becoming less sensitive to traditional marketing communications. For this reason, traditional marketing research models are no longer capable of giving useful insights to management. This calls for new approaches that can grasp the inner meaning of consumer behaviors and evaluate their relevance. To this end, a new multidisciplinary approach is needed to interpret complex behavioral patterns so as to gain deeper and more effective insights into customers and to understand their behavioral patterns. In this paper, following a short introduction to the basic concepts of Jung’s analytical psychology and their relevance for marketing, we propose the use of the Jungian archetypes to implement a market research model, considering the case of an Italian research company’s development of the Archetipus{\circledR} model.",
author = "Valeria Tullio and Gandolfo Dominici and Gandolfo Dominici and Mario Tani and Giuseppe Siino",
year = "2016",
language = "English",
volume = "13",
pages = "109--122",
journal = "Journal of Organisational Transformation & Social Change",
issn = "1477-9633",
publisher = "Maney Publishing",

}

TY - JOUR

T1 - Marketing Archetypes: Applying Jungian Psychology to Marketing Research

AU - Tullio, Valeria

AU - Dominici, Gandolfo

AU - Dominici, Gandolfo

AU - Tani, Mario

AU - Siino, Giuseppe

PY - 2016

Y1 - 2016

N2 - In the current situation of growing information overload, individuals are gradually becoming less sensitive to traditional marketing communications. For this reason, traditional marketing research models are no longer capable of giving useful insights to management. This calls for new approaches that can grasp the inner meaning of consumer behaviors and evaluate their relevance. To this end, a new multidisciplinary approach is needed to interpret complex behavioral patterns so as to gain deeper and more effective insights into customers and to understand their behavioral patterns. In this paper, following a short introduction to the basic concepts of Jung’s analytical psychology and their relevance for marketing, we propose the use of the Jungian archetypes to implement a market research model, considering the case of an Italian research company’s development of the Archetipus® model.

AB - In the current situation of growing information overload, individuals are gradually becoming less sensitive to traditional marketing communications. For this reason, traditional marketing research models are no longer capable of giving useful insights to management. This calls for new approaches that can grasp the inner meaning of consumer behaviors and evaluate their relevance. To this end, a new multidisciplinary approach is needed to interpret complex behavioral patterns so as to gain deeper and more effective insights into customers and to understand their behavioral patterns. In this paper, following a short introduction to the basic concepts of Jung’s analytical psychology and their relevance for marketing, we propose the use of the Jungian archetypes to implement a market research model, considering the case of an Italian research company’s development of the Archetipus® model.

UR - http://hdl.handle.net/10447/208595

M3 - Article

VL - 13

SP - 109

EP - 122

JO - Journal of Organisational Transformation & Social Change

JF - Journal of Organisational Transformation & Social Change

SN - 1477-9633

ER -