We added Freud’s heritage and contemporary research e.g. Jung’s contribution to the Big 5. We took the liberty to refer to Kant and Goethe re the origin of the term ‘archetype’ which may give it a more philosophical touch. We would have loved to substantiate the archetype concept by neurophysiological research but were not convinced about the reliability of claimed research findings so we added it under scope for further research (chapter: Implications).
Why Jung? The authors have selected Jung’s archetypes as the theoretical foundation for the paper. While Jungian approaches have been used by marketing and consumer researchers in the past (e.g., Hirschman), the reasons for this choice need to be justified in the context of other alternatives. Jungian approaches suffer from two core limitations: (a) the assertion of universality – which the authors note, and (b) the psychoanalytic heritage of the ideas (which presupposes a certain view of motivation) is disavowed by most contemporary psychologists.