Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM) reviews cultural and tourism/hospitality applications of Carl Jung's work on archetypes in shaping behavior and unconscious/conscious thought. SCADAM includes a testing manual on how to use Donald T. Campbell's "degrees of freedom" (DOF) test for story-archetype assignments of what consumers and brands tell about consumption experiences of product/service brands, places, and drama/life enactments. SCADAM includes assignment testing and example scoring for each of 12 archetypes: 1. Caregiver (CA); 2. Creator (CR); 3. Everyman/woman (EV); 4. Explorer (EX); 5. Hero (HE); 6. Innocent (IN); 7. Jester (JE); 8. Lover (LO); 9. Magician (MA); 10. Ruler (RU); 11. Sage (SA); 12. Shadow (SH). SCADAM increases accuracy of researchers' interpretations of consumers' (emic) interpretations of dramas in consumption experiences; SCADAM provides for comparing DOF testing in scoring alternative archetypes. Thus, this manual provides tools for confirming relevancy and falsifying incorrect archetype assignments of stories consumers and brands tell. SCADAM builds on prior studies in the literature by the authors and colleagues.

This manual explores the tourism and brand applications of Carl Jung's work on archetypes in shaping behavior and unconscious/conscious thought. It examines the stories of consumer experiences with brands that appear on blogs by considering how these stories reflect archetype-enabling behavior and how to analyze them. It describes hypotheses for testing using consumer stories found on these blogs, theories related to archetypes and archetypal analysis of stories, the method of analysis, finding suitable consumer stories, and examples of the creator, every person, explorer, hero, innocent, jester, lover, magician, outlaw, ruler, sage, shadow, and caregiver archetypes in these stories, as well as testing hypotheses, results, areas of generalization, and future research. Appendices include tools for analysis. -- Annotation ©2016 * (protoview.com) *

Arch G. Woodside, Boston College, USA Suresh C. Sood, University of Technology Sydney, Australia