A value-based archetypal model: uncovering patterns in human behaviour

Abstract

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.