Archetypes are commonly understood as the universal themes of our shared human existence, evident in the commonality of characters and story lines in our myths, fairy tales, novels, and films. In PMAI terms, Luke Skywalker of the Star Wars movies begins his journey as an abandoned Orphan, becoming next a Seeker and ultimately a Warrior. The fictional manifestations of archetypes are considered…

Pearson and Marr designed the Brand Archetype Wheel to visualize the emotional logic behind great brands. Instead of listing traits, the Wheel arranges twelve fundamental motivations in four quadrants:

• Provide structure
• Connect to others
• Leave a mark
• Spiritual journey

The Wheel’s twelve are pragmatic reductions: a language for business minds to work with timeless…

EDIT: Found it via internet.

The paper, itself, is from 1997. I'd be interesting to read how things are update, if so or not.

Abstract

Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the "Big Five" dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer…