Resonance to Archetypes

What it is

Faber and Mayer built a scale from examples of such characters and found five clusters of archetypes that people resonate with. Resonance predicted personal life themes and media preferences, which the authors took as a route into personality.

In effect

The article on brand archetypes uses it as the audience-side evidence that people respond to recurring characters in different ways.

What it does not say

The studies measured responses to characters in music, film and art. They did not test brands, and the clusters describe people's tastes, not what they buy.

---