Arquétipos no marketing: a teoria de jung e a subconsciência do consumo

Abstract

This article aims to identify the archetypes that are used to consolidate consumer habits and how each archetype can be well used to draw consumers' attention, aims to make some reflections on the characteristics, knowledge and meanings covered by the proposed theme "Archetypes in Marketing". The methodology used for the development of this article was a literature-based textbooks and highly relevant publications of renowned authors as the study of archetypal theory of Jung. This research has exploratory and qualitative, with the concern of how it is used the concepts of archetypes and as such subject can influence the consumer's market behavior and emotional relationship with a particular product and service. The use of Archetypes comes as a strong strategy to be considered carefully by marketers, especially, stand as an indispensable tool to achieve different levels of personal human consciousness or collective, where they are able to map the behavior or even modifies them, inducing tendencies or expressing desires. The correct use of strategies, can lead people to engage emotionally with the brand, leading to imagine yourself in the scenario proposed by the marketing planning.