We published an article many years ago in the proceedings of the ACR (San Antonio).
Groeppel-Klein, Andrea, Anja Domke und Benedikt Bartmann (2006): Pretty Woman or Erin Brockovich? Unconscious and Conscious Reactions to Commercials and Movies Shaped by Fairy Tale Archetypes - Results from Two Experimental Studies, in: Advances in Consumer Research, Vol. 33, ed. by Cornelia Pechmann und Linda L. Price, Duluth, MN: Association for Consumer Research, 163-174.
The ACR conference has been interested in exepriments on archetypes. Or try the Journal of Advertising.
thanks for your answer, very helpful indeed. Are you still interested in research on archetypes? By the way, your book Konsumentenverhalten is one of my very favourite marketing textbooks. Regards, Jens
At the moment, we do not do any research on archetypes but it is still an exciting topic! Thanks for the comment, the new edition is going to be prepared!