One could make the argument that using archetypes in advertising has greater affinities to mythology, literature and communications.
Evidence of claim? Page 4, line 124 states: “European students did not know these two hotel chains and therefore were not pre-conditioned in any way. In contrast the 55 Asian students knew the chains.” Was brand familiarity actually measured, or was it assumed? The claim is very absolute – I wonder if any of them ever travelled internationally – presumably EMBAs would be more worldly or cosmopolitan than this… (d)