TY - JOUR T1 - Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks JF - Journal of Advertising Research JO - J Advert Res SP - 289 LP - 300 DO - 10.2501/S0021849906060284 VL - 46 IS - 3 AU - Leigh Morris AU - Raimund Schmolze Y1 - 2006/09/01 UR - http://www.journalofadvertisingresearch.com/content/46/3/289.abstract N2 - The majority of large companies have in place consumer segmentations that identify “discrete” groups against which to target different business activities (e.g., new-product development). We argue that these frameworks for consumer understanding are often flawed: they present bland groups with pen portraits that misrepresent the diversity present within each segment. They may also fail to present clear business targets for different departments within a company. Within this article we borrow Jungian terminology to discuss consumer archetypes—specific individuals who capture and express the richness and diversity of a given target segment. With reference to an empirical case study, we demonstrated a technique for identifying consumer archetypes and present some example output of this approach. ER -