UID:
kobvindex_INTbi00005349
Format:
59 pages :
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illustrations ;
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21 × 29.7 cm.
Content:
AI-GENERATED ABSTRACT: Abstract This thesis discusses how framing communication with customers using Jungian archetypes has psychological, philosophical, and physiological benefits in individuals and companies. Jungian archetypes were theorized by Carl Jung as an answer to Friedrich Nietzsche’s question regarding where individuals are to derive values from in the absence of “Christian values” in a post-God world. This thesis discusses the origins of the archetypal theory, including a philosophical and psychological analysis, and the influences of Carl Jung—namely, Nietzsche and Freud. As well, this thesis considers the theory of Carl Jung regarding the abstraction of value and meaning from the unconscious, and how in that process, the archetypal theory is derived. An analysis of the work of Jordan Peterson in his book Maps of Meaning: The Architecture of Belief is also undertaken in which he discusses the physiological processes of the mind regarding stories and archetypes. Archetypes not only give meaning to a person when they integrate an archetypal story in their life—either willingly or through the encounter of a product that imbues that story—but they also have psychological and physiological benefits; the process undergone by the mind when transforming something “unknown” to something “known”—through an archetypal story—is proven to be beneficial to the mind, even reducing anxiety levels in individuals. Jungian archetypes were designed not only to bring meaning and “re-store” values in people’s lives, but also so that companies can harness their power, help individuals—customers—find that meaning, and create loyal customers. Keywords: Jungian archetypes, Carl Jung, Friedrich Nietzsche, values, philosophy, psychology, physiology, Jordan Peterson, Maps of Meaning, customer communication
Note:
DISSERTATION NOTE: Master of Business Administration thesis, Berlin International University of Applied Sciences, 2023.
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MACHINE-GENERATED CONTENTS NOTE:
Language:
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