Marketing Archetypes: Applying Jungian Psychology to Marketing Research

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.