Archetypes: Motives and Intentions

Life is full of choices. 

Our core beliefs are the reason we proceed with one choice over the other. What makes us choose?

As we dig deeper at the roots of our beliefs, we find that they are tied to forces that psychiatrist Carl Jung noted as seemingly elusive, shapeless, and instinctual—these are our motives and intentions

The choices we make and our actions reveal the intentions behind our decisions—the level of desire that we have to achieve a certain outcome. Our motives reveal why we act.

Our collective patterns of behavior over time may be manifestations of the same types of motivators with similar intentions. 

Dr. Jung studied these collective behavior patterns and gave them a shape, a “Primordial Image” of the previously elusive motives and intentions—and these are known today as Archetypes. 

Archetypes can be used to explain why we have an inherent tendency to behave in a certain way.

Behavior change is hard. Ready to drive change in your market?

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