A value-based archetypal model: uncovering patterns in human behaviour
Groenewald, Alida Elizabeth
The primary aim of this study was to develop a conceptual framework, referred to as the
Value-based Archetypal Model, to assist in understanding patterns of human motivation
and behaviour. Values and archetypal ideas are both manifestations of human
motivations but differ in that values are conscious manifestations and archetypal ideas
are unconscious. Both do however share the same underlying meaning structure
(motifs).
Based on an extensive literature study ten distinct value-based archetypal motifs were
identified, i.e., (1) Tradition & Conformity; (2) Security; (3) Achievement; (4) Power; (5)
Hedonism; (6) The Shadow (unconscious); (7) Benevolence; (8) Stimulation & Self direction; (9) Universalism; and (10) The Self. Each of these value-based archetypal
motifs were explored from different system levels in terms of how they manifest, which
included values as conscious motivational goals, an analytical psychological
perspective; eastern (chakra) vs. western (Maslow) manifestations, in classic tales,
Greek mythology and popular culture, correspondence with psychological types and
personality characteristics, as well as applications in consumer and organisational
psychology. By juxtaposing each value-based archetype across different system levels
the reader gain in-depth insight into how the pattern within each value-based archetypal
motif connects across various contexts (systems / levels / disciplines). The Value-based
Archetypal Model is mandala shaped with a quaternity structure as basic organising
principle. The layout lends itself to visually demonstrate the dynamic inter-relationships
(complementary and compensatory) between the value based archetypal motifs and to
map the overall gestalt.
On a pragmatic level the Value-based Archetypal Model was successfully implemented
in brand imagery research where the triangulation of qualitative and quantitative results
offered a clear picture of customers’ brand perceptions and the way forward. A peer
review with organisational and consumer psychology subject matter experts confirmed
the model’s face validity and deemed it useful as an interpretative framework. The
model will have application value as a predictive framework once the value-based
archetypal constructs are operationalised, measured and validated.
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