Pretty Woman Or Erin Brockovich? Unconscious and Conscious Reactions to Commercials and Movies Shaped By Fairy Tale Archetpyes – Results From Two Experimental Studies

Andrea Groeppel-Klein, European University Viadrina, Germany
Anja Domke, European University Viadrina, Germany
Benedikt Bartmann, European University Viadrina, Germany

 

Pretty Woman or Erin brockovich?

Unconscious and conscious reactions To Commercials and Movies shaped by Fairy tale Archetypes – results from TWO experimental studies

 

 

 

Abstract

This paper describes the principles and assumptions of Jung’s archetypal psychology, and analyzes the question of whether the use of archetypes influences the conscious assessment of commercials, brands, movies and unconscious approach reactions. Furthermore, the question is discussed whether different personality types vary in the degree to which they are attracted by advertising and movies using typical archetypes. Two laboratory experiments were conducted to test our hypotheses. In order to gain insight into the unconscious reactions of test persons, we also measured electrodermal reactions to explore arousal evoked by archetypal commercials and movies.
[ to cite ]:
Andrea Groeppel-Klein, Anja Domke, and Benedikt Bartmann (2006) ,"Pretty Woman Or Erin Brockovich? Unconscious and Conscious Reactions to Commercials and Movies Shaped By Fairy Tale Archetpyes – Results From Two Experimental Studies", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 163-174.