TY - CHAP AB - The main thesis here is that the stories that some brands tell to consumers enable consumers to achieve archetypal experiences. Examining the stories consumers tell in natural contexts involving shopping for and using brands informs explanations of associations of archetypes, brands, and consumers. The study advances the use of degrees-of-freedom analysis (DFA) and creating visual narrative art (VNA) as useful steps for confirming or disconfirming whether or not the stories consumers tell have themes, events, and outcomes that match with the core storylines told by brands. As a proposal, an extension of thematic apperception tests (TATs) is relevant in applying the DFA to brand-consumer storytelling research. The study includes a review of early work on TATs, DFA, archetypal theory, and how brands become icons. The study's theory, method, and findings provide useful tools for brand managers and researchers on issues that relate to psychology and marketing. VL - 7 SN - 978-1-78190-211-0, 978-1-78190-210-3/1871-3173 DO - 10.1108/S1871-3173(2013)0000007005 UR - https://doi.org/10.1108/S1871-3173(2013)0000007005 AU - Woodside Arch G. AU - Sood Suresh AU - Muniz Karlan M. ED - Eunju Ko ED - Arch G. Woodside PY - 2013 Y1 - 2013/01/01 TI - Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams T2 - Luxury Fashion and Culture T3 - Advances in Culture, Tourism and Hospitality Research PB - Emerald Group Publishing Limited SP - 15 EP - 45 Y2 - 2024/03/29 ER -