Michael Faber

Michael Faber

Michael Faber is a researcher and first author of the 2009 Journal of Research in Personality paper on resonance to archetypes in media, with John D. Mayer.

Who they are

The work of Michael Faber reaches this site through the paper listed below. On this site the name is tied to Resonance to Archetypes, Brand Archetypes.

Key papers

Faber, M. A., & Mayer, J. D. (2009). Resonance to archetypes in media: There's some accounting for taste. Journal of Research in Personality, 43(3), 307-322. What it reports: Study 1 built the Rich Culture Archetype Scale from examples in popular music, movies and classic art; Study 2 compared it with other personality and archetype measures. Five clusters of archetypes that people resonate with were found, and resonance predicted personal life themes and media preferences.

Key ideas

Resonance to Archetypes: A person's affective response to archetypal characters in popular music, film and art, which Faber and Mayer found related to life themes and media preferences.

Brand Archetypes: Familiar story characters, such as the Caregiver or the Outlaw, that a brand adopts so that its behaviour reads as one personality.

Sources

  1. Faber, M. A., & Mayer, J. D. (2009). Resonance to archetypes in media: There's some accounting for taste. Journal of Research in Personality, 43(3), 307-322.