Dissertation Title:

The Archetype of Curiosity: A Depth Psychological Exploration Into its Function and Archetypal Nature


Nichole Fowler

Date, Time & Place:

April 29, 2022 at 1:00 pm


This study was an investigation into how curiosity can be viewed from an archetypal perspective in the fields of marketing and depth psychology. The question addressed in this dissertation was, How might a depth psychological analysis of the archetypal function of curiosity reveal the unconscious dynamics enacted in branding and advertising? The answers were informed by themes and patterns that present the use of curiosity’s archetypal nature as both a device and as a commodity within the marketplace, striking a subtle balance between mystery and desire. Adopting a combined method of hermeneutic inquiry through the lens of depth psychology, archetypal psychology, and mythology, the exploration encompassed curiosity’s philosophical essence, psychological impact, and archetypal movement to reveal how it impacts key marketing methods and consumerism. The resulting observations illuminate curiosity’s role in the unconscious dynamics of consumer behavior. In addition to the Jungian and archetypal theories, this research drew heavily from marketing experts who have embraced a depth psychological approach. The patterns and perceptions—specifically within brands such as Apple, Starbucks, and TikTok—were explored in correlation with Greek mythology and fairytales such as Psyche and Eros, Pandora, Alice’s Adventures in Wonderland, and Bluebeard, which prominently feature curiosity to showcase the complexity of curiosity’s archetypal nature.

  • Program/Track/Year: Depth Psych Jungian Archetypal Studies, ZZ, 2015
  • Chair: Dr. Susan Rowland
  • Reader: Dr. Kesstan Blandin
  • External Reader: Dr. Gordon Nelson
  • Keywords: Curiosity, Curious Archetype, TikTok, Apple, Alice, Pandora, Hermes