ZMET-Analysis of Archetypes Among Students

The article provides findings of the research aiming at corroboration of the hypothesis that with the help of visual symbols it is possible to generate directed psycho-emotional conditions of spectators. The research was done in spring 2018 among students of the Russian Plekhanov University of Economics using the method of questionnaire survey. Respondents were surveyed by showing them a random raw of well-known visual images with the request to choose from the list of psycho-emotional conditions the unlimited number of their own associations. This methodology of survey can protect the results from deliberate distortion on the part of the respondent. Later statistic analysis of the questionnaire stage results was conducted in order to develop a probability model of archetypes' availability in the form of associations with high and medium degree of probability. During the analysis it was found out that 3 out of 7 images being tested have highly displayed archetypes in sub-conscious area of respondents' psyche and 4 - a medium display. At the same time only 2 out of 7 images being tested confirmed their archetypical associations, while 5 - pointed to changes in archetypical associations. Apart from that, it was found that all visual images being tested have got besides key psycho-emotional association a lot of side ones, in some cases they have a mirror character (good - bad). This econometric model can be used in visual channels of communication with applicants of the same age group as the respondents' group. The use of this model will provide an opportunity to generate the target psycho-emotional conditions of applicants to support their decision about the place of their education.

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