Archetypes in the World of Business and Economics: An Explorative Study on a New Perspective on Behavioral Economics

Henry William Lindemann

Student thesis: Master thesis


With the advent of behavioral economics, the role of psychology as source of insights for the creation of new theory on economic and financial behavior of humans is constantly gaining in importance. However, some fields of psychology are yet left untouched. Analytical psychology is a school of thought by Carl Gustav Jung that provides a framework to categorize the unconscious by the concept of archetypes. This study explores whether the Jungian notion of archetypes may be extended to prove a correlation with risk preferences, cooperativeness and creative thinking. Empirical research in the form of surveys and experiments with managers of a multinational IT service provider led to the insight that there are in fact coherences between archetypes and risk preferences, cooperativeness and creative thinking. The findings of this research may serve as groundwork for future research and contribute to the development of more comprehensives models on decision making, as it sheds light on the underlying motives of individuals.

EducationsMSc in International Business, (Graduate Programme) Final Thesis
Publication date2017
Number of pages107
SupervisorsThomas Poulsen