The Two( Gloria Naylor) Essay Example | Topics and Well Written Essays - 250 words

The Two( Gloria Naylor) - Essay Example Such perceptions of relationships between women may harm the traditional gender role of a woman in a society or it may harm the status of relationship between the women. The story revolves around the main characters of Lorraine and Theresa, who just moved in Brewster Place. Soon, the other people in the community discover their intimate relationship with each other which results in mass violence. Their relationship turns a new dimension when Lorraine is brutally raped by the some men from the community. Under this sudden trauma, she kills Ben, who protected the two women from the other men. Sophie plays a key role in igniting the flame of violence and spreading the rumors about the two women in the community. The entire story revolves around the intolerance developed by the society against these women and particularly about the sensitive subject of homosexuality. Some cultures take it as normal but it is not the case in American society. Homosexuality is considered as a Taboo in major parts of America. The chapter clearly represents the mental approach of people and their hostile attitude towards the women which nullifies the concept of freedom in a

Consumer Behaviour Double Jeopardy Essay Example for Free

Consumer Behaviour Double Jeopardy Essay The theory of Double Jeopardy is described as a behavioural phenomenon which relates to the size structure of a market (Bandyopadhyay, Gupta Dube 2005). This indicates that in any given time a smaller brand typically has fewer buyers compared to those of a larger brand as larger brands often have a higher percentage of penetration and market share (Ehrenberg, Goodhardt Barwise 1990). A brand with more market share indicates that consumers purchase these brands more frequently compared to other brands. There are a number of reasons why this occurs. For example firms offering products that a consumer perceives as better quality and value, will grow larger (Jacobson 1988). Also, a firm that creates power advantages by introducing inferior products which competitors cannot offer to customer’s also results in a higher market share. Careful analyses of all team members’ individual purchases over the tracking period, it can be noted that a large number of different brands were consumed. By viewing the Duplication of Purchases Table for fast food, out of all the 11 types of brands, McDonalds and Max Brennars were the most frequently purchased brands resulting in a higher percentage of penetration and market share compared to other brands. This is because McDonalds and Max Brennars have multiple locations within Australia which provides better access to customers, both brands participate in extensive television and both brands provide regular promotions in order to make customers more alert and aware. These facts all enforce the theory of the double jeopardy; larger brands have more buyers and have a higher market share. To review the occurrence of the Double Jeopardy effect, Ehrenberg et al. (1990) states that there exists two market level explanations. The first market level consists of the differences in consumer exposure to the market mix efforts (price, promotion, advertising, point of purchase display, discount) of a brand. If a brand has less consumer exposure, it is more likely to suffer (Ehrenberg et al. 990) because they have fewer buyers and lower repeat purchase. Looking at the DOP tables for fast food, TGI Friday’s and Koko Black displayed as the least frequently purchased brands. A reason why these two fast food outlets were the least purchased brands is because of their location as many customers may not have close access to it. Another reason is because there is not much advertising and promotion when compared to fast food outlets such as McDonalds and Max B rennars. The second market level relies on stochastic models of buying behaviour (Ehrenberg et al. 1990) which helps predict the Double Jeopardy trends for competitive brands. This is solely based on the heterogeneity in popularity such as the market share as earlier research shows that the average customer of smaller brands buys less, have lower favourable attitude and manifest lower loyalty than the average customer of larger brands (Ehrenberg et al. 1990).

Commanders of the Army of the Potomac :: Essays Papers

Commanders of the Army of the Potomac In his civil war book Commanders of the Army of the Potomac Warren Hassler Jr. fantastically recounts the events that transpired between 1861 to 1865 during which seven men were given the reigns of the North's Army of the Potomac and asked to lead the Union to victory. However, one of the greatest commanders in history stood in their way; Robert E. Lee, and each was pitted against this great general one by one and given the chance to make history. The first, Irvin McDowell was regarded in this book as a great soldier in his own right but a terrible leader who displayed visible gaps in his preparedness, in his tactics, and in his strategy. He was the first to take control of the northern army. Not much later towards the end of May of 1861 General Lee established a defensive hold along the small stream of Bull Run located in Manassas. During the Battle of Bull Run McDowell was crushed by Confederate generals Joseph E. Johnston and Pierre Beauregard due to weak planning and it be came apparent that this in fact would not be a short-lived war. Next up was the most popular and perhaps the greatest of the commanders, George B. McClellan. After the embarrassing defeats at Bull Run he masterfully regrouped and disciplined the AOP as he himself showed outstanding military presence and was constantly increasing his knowledge of offensive tactics. From spring of 1862 till July of that year General McClellan was successful in driving the Confederates out of West Virginia and he was inching toward the southern capitol of Richmond when General Jeb Stuart under Lee encircled and outmaneuvered McClellan's forces who were driven back and finally held at Malvern Hill during the Seven Days Battle. During this time period there was some shifting of control and the AOP was put into the arms of General John Pope. This book regards Pope as one of the most pathetic leaders of the Civil War as he screwed up and changed his ways during the second battle at Bull Run and sacri ficed his men uselessly. Meanwhile, McClellan blew an opportunity to catch the Confederates off balance after he learned of Lee's plans but stalled and hesitated for a day giving the southern reinforcements plenty of time to arrive and group together and the north escaped with a slight victory only after Lee decided it would be wise to withdraw his forces.

Purpose of satisfying the audience Essay

   On the other hand this is effective because it appeals to the audience and influences their views on Lohan, because it appeals to the audience making them envious of her. In the article from ‘Cosmopolitan’ Jennifer is more in control and has a more appropriate picture for her target audience which is women from 20-30 where as the picture from ‘sugar’ is suited for young adults from 13-17. The image of Jennifer is natural and has a sharp focus with a light background to make her stand out more. Jennifer looks like the glamorous one as she says that she no longer has to try hard to please others. This is because her hair is tied back just like herself tied away from the publicity. Her hair is tidy and neat like herself and it is unlike Lindsay’s hair. Lopez is also smiling at you being more welcoming and approachable whereas Lindsay looks rebellious and standoffish which gives â€Å"Cosmopolitan† readers a good impression. The article meets the purpose of entertaining the audience using imagery. The purpose of Lohan’s article is to introduce Lindsay and make the target audience who are teenagers, more drawn in and interested in Lindsay’s life t. The tag which is a piece of small text that tells you about the article, works in favour of promoting both celebrities. In Lindsay’s case; â€Å"†¦ an alleged love for booze and bad boys†¦ Lindsay’s not your average Hollywood A-lister†¦ â€Å". â€Å"Sugar† uses quick chatty informal language and the use of â€Å"booze† which is colloquial language. It also uses words like â€Å"nope† and â€Å"stuffin† helps to sell and promote her. When ‘sugar’ uses these types of phrases appeals to teenagers who tend to read quick easy and short texts. Whereas in Lopez’s article the use of formal words like â€Å"speculation† and â€Å"identifies† and longer sentences are appropriate to entertain and satisfy the audience which are adults. They are more effective to the target audience making them feel the magazine is made just for them, but advertising the celebrities at the same time. The articles are trying to publicize Jennifer and Lindsay by putting a positive light on them. Both the articles satisfy the audience because they tell you about an everyday situation and problem. For example the celebrity’s love life but it is more alluring because it is based and happening to a celebrity and it is easier to compare with our own lives. In Lindsay’s situation it’s all about her wanting a boyfriend, however in Lopez’s view it’s more about her former boyfriends and the fact that now she’s at the age where she doesn’t need men, which appeal to adults. The text is in favour of Lindsay, we can see this because the article talks about her life and the gossip talk that teenagers are interested in. â€Å"a reported fling with Fred durst (well who hasn’t? ) The article is talking about Lindsay’s relationship, they point the finger at Fred making it seem normal to go out with different boys, saying what Lindsay is doing is right. Which is a popular subject in teenage talk, appealing to the target audience? There is a great contradiction with her wanting to be normal. ‘Sugar’ says â€Å"Hollywood clones sport blonde hair, spray on tans and skinny bods†¦ And, well, normal figure† here sugar says that Lindsay stands out because she doesn’t look like other celebrities. She is no longer a red head or has a curvy figure but looks like a Hollywood clone. This is effective to the audience because the target audience are being entertained with this contradiction. She no longer stands out or is not normal in her figure and looks. The anchorage which is a small piece of text at the bottom of a page next to Lohan’s picture, gives an extra feature which supports the view of Lohan being important. â€Å"Apparently Colin Farrell turned down the lovely Lindsay when did he get so fussy† The anchorage is pointing the finger at Farrell, making him look bad but in my view it just makes Lindsay look more desperate and in need of promotion. Farrell is a celebrity known for his popularity for dating all girls. Whereas Jennifer Lopez doesn’t seem to need it, because she has so many years of experience in the celebrity light. The desperation of Lindsay Lohan is more apparent now because she looks like another Hollywood clone, she’s become skinny and blonde just like her friend Paris Hilton ( a popular super model) from looking healthy uniquely beautiful to skinny and blonde. In other words selling herself more then she needs to. She is contradicting herself because in the article when she’s asked about dieting she says â€Å"NO!†¦Ã¢â‚¬ ¦ its sad how people have become so aware of how they look†, but now she’s completely changed herself. The two articles entertain, inform and sell the celebrities lives in a positive light and satisfy the audience using imagery and words appealing to the target audience. In Lohan’s case she is promoting herself to please her target audience using colloquial language and sorter text. Whereas in Lopez’s article, it refers to her love life and puts her in a positive light towards her target audience. Using longer words, formal language and text. The type of language and the length of the text suits and satisfies the different audiences.

Remember the Titans Essay

A scene in the film of which I thought it was strong was when the new coach takes the players into the woods for a run and they arrive at a sort of cemetery. He tells them about a lesson from the death; they have to come together, otherwise they will be destroyed. He tells them whether they like each other or not, they should respect each other. I really like this scene of the movie, first, because I think it takes place in a special surrounding. All the players are exhausted from the running and kind of impressed by the place. Second, I like this part because I like the message and the way the coach tries to create one team out of two groups. The third message I got from the video is the fact that sports brings people together. No matter what race, as friends in a team you can make it work. In the video the white boys and the African-American boys have each their own team with their own rituals. Along the road, their passion for football and their desire to win brings them together. They combine their habits and the difference in their cultural backgrounds gives them a special feeling of a united group and makes them stronger. Also in other situations can sports play an important factor, you can see it in the world with for example the Olympic Games, but also other major sports events. I think sports can unite individuals from different cultural backgrounds because the rules are the same in every culture and as people are playing, they do not necessarily have to speak the same language. So, if you put the messages all together, I would say that in my opinion the movie is a really good one. After watching it I realized even more that it is about personalities and characters instead of the way people look or the cultural background they are from. Although it can be hard for some individuals to act this way, for example because of pressure from their peers or because the way they are raised. I hope that for the future that every day more people will realize that it is not about the differences, but about the similarities.

Vicodin essays

Vicodin essays Hydrocodone otherwise known as vicodin is a tablet for the relief of moderate to moderately severe pain. Vicodin may be habit forming. This medication should not be taken more that the prescribed amount. One of the two drugs in vicodin is Acetaminophen. This medication is taken daily by millions of people in our society. Acetaminophen is an over the counter drug known as Tylenol. Excessive use of Tylenol is extremely detrimental to the body. Most vicodin addicts take up to ten pills a day, so they are taking in way more Tylenol than needed. Tylenol has been noted to cause major liver damage and eventually liver failure. Once the liver failure has failed, death is next to come. That is one way that vicodin can slowly put someone to death. Some vicodin addicts have reached the point to take up to 100 pills a day. Over months of vicodin use, the vicodin effects will become greater and more damaging. At first, the user will endure such effects as constipation, speeding up or the slowing down of the heart rate, nausea, and dizziness. As the use grows, the vicodin effects will come in the form of blurred vision, hallucinations, and sever confusions. The last stages of vicodin addiction bring with it the two most detrimental vicodin effects known. These two stages are a coma and then death. This drug combination is in the Federal Drug Administration pregnancy category C. This means that its effects on an unborn baby are not known. Since the category is C, I could not really get that much information on vicodin. This drug will pass through into breast milk, which could harm a nursing infant, which could damage the helpless child. This medicine has a liquid called Lortab, which has alcohol and can harm a child. The systems of when you overdose me include: blood disorders, cyanotic skin color, cold clammy skin, increasing sedation progressing to unresponsiveness, diaphoresis, irregular heartbeat, decreased heart rate, weakness, low blood pre...

Household bleach Essays

Household bleach Essays Household bleach Essay Household bleach Essay Introduction Household Bleach is one of the most helpful tools in most American families. There are two chief categories of family bleach: Cl bleaches and non-chlorine bleaches. All of these bleaches are in a category of chemicals known as oxidative agents, intending that they cause a chemical reaction called oxidization when they come into contact with certain discolorations, certain sources or other beings, and sometimes clothing dyes. Bleach is a really utile chemical, both around the house and for big graduated table usage. You can utilize bleach to take discolorations on vesture or to whiten your wash. It s used to disinfect surfaces, excessively, particularly in the kitchen and bathroom. You may hold tried bleach to take cast and mold. Hospital forces use bleach as a germicide, hotels use bleach to clean and disinfect bed linens and surfaces, and eating houses disinfect nutrient readying surfaces with chlorine bleach. Peoples use Cl in swimming pools to maintain the H2O clean and raise the pH, and in much smaller concentrations to assist maintain municipal H2O supplies free of harmful beings. Companies sometimes add chlorine bleach to industrial effluent to cut down olfactory property, and Cl is used by the glass, chemical, pharmaceutical, fabric, agribusiness, pigment and paper industries. With its many utilizations, bleach its a really familiar merchandise to most people. While the word bleach entered the English linguistic communication around the twelvemonth 1050, bleach incorporating Na hypochlorite was foremost manufactured in the U.S. in 1913, for usage as an institutional germicide and a H2O intervention. Before that, chemicals such as borax, ammonium hydroxide and lye were the most common bleaches in the U.S. , and bleaches made utilizing Cl were by and large excessively expensive to fabricate until the twentieth century. Clorox Chemical, subsequently called the Clorox Company, foremost gave samples of bleach to consumers for family usage in 1922 [ beginnin g: American Chemistry Council ] . Since Cl bleach was faster and more effectual than the bleaches people had been utilizing, it rapidly became the most popular family bleach. Today, when we say, bleach, we normally mean chlorine bleach. So what precisely is chlorine bleach, and how does it work? Worlds have been whitening cloths for centuries ; ancient Egyptians, Greeks, and Romans faded stuffs. Equally early as 300 B.C. , sodium carbonate ash, prepared from burned seaweed, was used to clean and whiten fabric. During the Middle Ages, the Dutch perfected the bleaching of cloths in a procedure called crofting, whereby cloths were spread out in big Fieldss for maximal sunlight exposure. Textile Millss as far off as Scotland shipped their stuff to the Netherlands for this bleaching. The pattern rapidly spread throughout Europe, and decoloring Fieldss were documented in Great Britain every bit early as 1322. In 1728 a bleaching company utilizing Dutch methods went into concern in Gallo way, Scotland. In this procedure, the cloths were soaked in a lye solution for several yearss, so bucked, or washed clean. The cloths were so spread out on the grass for hebdomads at a clip. This procedure was repeated five or six times until the coveted whiteness was achieved. Following, the cloth was treated with rancid milk or buttermilk, and once more bucked and crofted. This method was drawn-out and boring, and it monopolized big piece of lands of land that could hold been used for agriculture. Late in the eighteenth century, scientists discovered a chemical that had the same consequence as crofting, but yielded much quicker consequences. In 1774, Swedish chemist Karl Wilhelm Scheele discovered the chemical component Cl, a extremely annoying, green-yellowish gaseous halogen. In 1785, the Gallic scientist Claude Berthollet found that Cl was an first-class lightening agent in cloths. Some factory operators attempted to expose their cloths to chlorine gas, but the procedure was so cumbrous and the exhausts so strong that these efforts were shortly abandoned. Near Paris, in the town of Javel, Berthollet began a little installation for the industry of a new merchandise called Eau de Javelle. The bleaching pulverization consisted of potassium hydroxide ( soda ash ) which had absorbed Cl gas. In 1799, another decoloring pulverization was invented by Scots chemist Charles Tennant. In the early old ages of the Industrial Revolution, his patented calcium hydroxide pulverization was widely used to whiten a assortment of cloths and paper merchandises. To do the bleaching pulverization, slaked calcium hydroxide ( lime treated with H2O ) was spread thinly over the concrete or lead floor of a big room. Chlorine gas was pumped into the room to be absorbed by the calcium hydroxide. Though an effectual bleaching agent, the pulverization was chemically unstable. It was The natural stuffs for doing household bleach are Cl, acerb sodium carbonate, and H2O. The Cl and acer b sodium carbonate are produced by seting direct current electricity through a Na chloride salt solution in a procedure called electrolysis. normally used until around World War I, when liquid Cl and Na hypochlorite solutions-the precursors of modern family bleach-were introduced. About this clip, research workers found that shooting salt H2O with electrical current broke down the salt ( sodium chloride ) molecules and produced a compound called Na hypochlorite. This find enabled the mass production of Na hypochlorite, or Cl, bleach. Types of Bleach Today, bleach is found in about every family. It whitens cloths and removes discolorations by a chemical reaction that breaks down the unsought colour into smaller atoms that can be easy removed by rinsing. The two types of family bleach are chlorine bleach and peroxide bleach. Peroxide bleach was introduced in the 1950s. Though it helps to take discolorations, particularly in higher wash temperatures, it will non decolor most coloured stuffs and does non weaken cloths, as does sodium hypochlorite bleach. Peroxide bleach does non disinfect and is normally added to laundry detergents which are advertised as color-safe. It besides has a longer shelf life than chlorine bleach. Peroxide bleach is more normally used in Europe, where rinsing machines are manufactured with interior heating spirals that can raise the H2O temperature to the boiling point. The more common signifier of family bleach in the U.S. is chlorine bleach. It is most effectual in taking discolorations and disinfecting c loths. Chlorine bleach is inexpensive to fabricate and effectual in both warm and hot wash temperatures. However, it has strong chemical belongingss which can weaken fabric fibres. The disinfecting belongingss of chlorine bleach can besides be utile outside the wash. Chlorine bleach disinfects imbibing H2O where groundwater taint has occurred, as it is a powerful disinfectant. It was foremost used to sanitise imbibing H2O in New York City s Croton Reservoir in 1895, and is approved by the authorities for sanitising equipment in the nutrient industry. In recent old ages, bleach has been promoted by community wellness militants as a low-priced method of disinfecting the acerate leafs of endovenous drug users. Natural Materials The natural stuffs for doing household bleach are Cl, acerb sodium carbonate, and H2O. The Cl and acerb sodium carbonate are produced by seting direct current electricity through a Na chloride salt solution in a procedure called electrolysis. Sodium chloride, common tabular array salt, comes from either mines or belowground Wellss. The salt is dissolved in hot H2O to organize a salt solution, which is so treated for drosss before it is reacted in the electrolytic cell. The Manufacturing Procedure Fixing the constituents 1 Acerb sodium carbonate is normally produced and shipped as a concentrated 50 % solution. At its finish, this concentrated solution is diluted with H2O to organize a new 25 % solution. 2 Heat is created when the H2O dilutes the strong acerb sodium carbonate solution. The diluted acerb sodium carbonate is cooled before it is reacted. The chemical reaction 3 Chlorine and the acerb sodium carbonate solution are reacted to organize Na hypochlorite bleach. This reaction can take topographic point in a batch of about 14,000 gallons or in a uninterrupted reactor. To make Na hypochlorite, liquid or gaseous Cl is circulated through the acerb sodium carbonate solution. The reaction of Cl and acerb sodium carbonate is basically instantaneous. Cooling and sublimating 4 The bleach solution is so cooled to assist forestall decomposition. 5 Often this cooled bleach is settled or filtered to take drosss that can discolor the bleach or catalyse its decomposition. Transporting 6 The finished Na hypochlorite bleach is shipped to a bottling works or bottled on-site. Household-strength bleach is typically 5.25 % Na hypochlorite in an aqueous solution. Quality Control In the bleach fabrication installation, the concluding Na hypochlorite solution is put through a series of filters to pull out any left-over drosss. It is besides tested to do certain that it contains precisely 5.25 % Na hypochlorite. Safety is a primary concern at fabrication workss because of the presence of volatile Cl gas. When the Cl is manufactured outside the reactor installation, it travels in liquid signifier in specially designed railway armored combat vehicle autos with dual walls that will non tear in the event of a derailment. On reaching at the works, the liquid Cl is pumped from the armored combat vehicle autos into keeping vat.. As a safety step, the armored combat vehicle autos have shutoff valves that work in concurrence with a Cl sensing system. In the event of a Cl leak, the sensing system triggers a device on the armored combat vehicle that automatically stops the transmittal of the liquid in 30 seconds. Inside the installation, Cl VATs are housed in an enclosed country called a auto barn. This enclosed room is equipped with air scrubbers to extinguish any at large Cl gas, which is harmful to worlds and the environment. The vacuum-like scrubber inhales any Cl gas from the enclosed country and injects it with acerb sodium carbonate. This turns it into bleach, which is incorporated into the fabrication procedure. Despite these safeguards, safety and fire drills are scheduled on a regular basis for works forces. Particular Considerations in Boxing Household Na hypochlorite bleach was introduced to Americans in 1909 and sold in steel containers, so in glass bottles. In the early 1960s, the debut of the plastic jug brought a cheaper, lighter, and nonbreakable packaging option. It reduced transit costs and protected the safety of workers involved in its transportation and handling. Additionally, the thick plastic did non allow ultraviolet visible radiation to make the bleach, which improved its chemical stableness and effectivity. In recent old ages, how-ever, plastic containers have become an environmental concern because of the clip it takes the stuff to break up in a landfill. Many companies that depend on plastic packaging, including bleach makers, have begun to cut down the sum of plastic in their packaging or to utilize recycled plastics. In the early 1990s, Clorox introduced post-consumer rosins ( PCR ) in its packaging. The newer bottles are a blend of virgin high-density polythene ( HDPE ) and 25 % recycled plastic, chie fly from clear milk jug-type bottles. Consumer Safety The bleach fabrication industry came under fire during the 1970s when the populace became concerned about the effects of family chemicals on personal wellness. Dioxin, a carcinogenic by-product of chemical fabrication, is frequently found in industrial merchandises used to decolor paper and wood. In its concluding bottled signifier, common Na hypochlorite bleach does non incorporate dioxins because Cl must be in a gaseous province for dioxins to be. However, Cl gas can organize when bleach comes into contact with acid, an ingredient in some toilet-bowl cleaners, and the labels on family bleach contain specific warnings against such combination. In add-on to the danger of dioxins, consumers have besides been concerned about the toxicity of Cl in Na hypochlorite bleach. However, the wash procedure deactivates the potentially toxic Cl and causes the formation of salt H2O. After the rinse H2O enters the H2O system through the family drain, municipal H2O filtration workss take the staying hints of Cl.

Why having an anti-role model is actually a good thing

Why having an anti-role model is actually a good thing We’re all aware of the value of having a role model in our lives- someone we can look up to and aspire to be like, a person who embodies the success and happiness, personal characteristics, behaviors, and mannerisms we hope to someday see within ourselves and have others notice within us. Having this sort of idealized model for us to measure ourselves up against can be beneficial in many ways. They can keep us motivated and on track as we work toward the individual goals we set out for ourselves. They can help us resist negative temptations and influences that could threaten to derail us. They can anchor our ambitions and concretely determine what we need to do in order to achieve the level of success, ambition, and happiness we envision for ourselves. The benefits of having a positive role model in our lives sounds like a no-brainer- but have you ever thought about the power of having an anti-role model and what it can do for you? It may sound strange or counterintuitive at f irst, but keep reading- there is a clear case to be made for why having an anti-role model in your life can be a good thing.What is an anti-role model?Let’s start off with a quick definition of an anti-role model. They represent the exact opposite of a positive role model- it’s someone who embodies the opposite behaviors, traits, and trajectory that you want to have in yourself and your life. An anti-role model often comprises everything that you want to work against and avoid as you plan your life and make progress toward your personal goals.Use negativity to motivate you to be your best selfDespite the negative connotations that immediately spring to mind when thinking about anti-role models, the truth is they can be powerful forces for good in our lives. Knowing what we don’t want to be can be just as powerful as watching someone who always does the right thing in any given situation. The eagerness to avoid becoming an unwanted version of ourselves can be a r eal impetus for positive change, and when forging our life paths it’s just as helpful to know what things we’d like to avoid as it is knowing where we’d like to end up.Set up your ideal career path early onFor many of us, this process of figuring out who we want to become stems from a series of trial and error events, and often-painful life lessons. However, having an anti-role model early on can go a long way to helping you avoid having to make some pretty big mistakes. An anti-role model can also equip you with a set of ethical and moral guidelines and boundaries to adhere to as you journey through life and try to be your best self.Knowing who you don’t want to be can help you figure how who you do want to be. The bottom line is this: if you imagine life as a journey along a path that you set for yourself, knowing the direction you don’t want to move in can be just as helpful as being aware of the right direction for you and can keep you from mak ing a wrong move and getting lost.So, have we convinced you of the potential benefit of having an anti-role model in your life? If so, and you know someone who may fit the bill in this capacity, then consider using your association with them as a positive force for motivation, direction, and change in your life. Good luck!

Strategy analysis Case Study Example | Topics and Well Written Essays - 250 words

Strategy analysis - Case Study Example The company has a low cost approach, despite being the standard price of the market. The company aims at giving the customers value for their money, while ensuring that the employee welfare is taken into concern. Besides having fair prices, the company has extremely good customer relations. Cliff Bowman argues that there are five routes in defining companies’ strategies (Bowman and Faulkner, 1997). The low price or value strategy involves companies selling on the price factor alone given the little differentiation of the products offered. The low price and the differentiation strategy are similar to the arguments explained by Porter. The focused differentiation aims at offering highly valued products at a substantial premium price. The hybrid approach, on the other hand is the best-cost provider strategy that combines a low cost approach with an emphasis on differentiation. The hybrid approach, according to Bowman, suits the strategy implemented by Southwest

Illustration and Example Essay Example | Topics and Well Written Essays - 750 words

Illustration and Example - Essay Example It has also been observed that children of divorced people normally lack confidence and they start involving in bad habits soon. However, the other side of the story is even worse. Divorce is better for America than long-term marriage because divorce 1) decreases the chances of violence, fights and mental depression, 2) saves children from the feeling of being neglected and insecure and 3) stops the bitterness for opposite sexes which may arise due to regular misunderstandings and fights between the partners. Long-term unhappy marriages cause disputes, violence, abusing and harsh behaviors. Healthy relationships always require for a flexible attitude. If both the partners remain stiff in their attitudes then it is more likely that their life would be full of mental and physical depression. And this mental and physical depression can lead to other diseases in their lives. Individuals who are unhappy in a relationship but still do not part their ways are more probable to do commit actions of insanity. For e.g. daily fights in a household between the husband and spouse may lead both of them to develop a sense of grudge in each other. And in many cases it can be seen that this feeling of grudge has lead the husband or wife to cheat on each other and further worsen the relationship. The actions of wife and husband not only do change in an unhealthy relationship but also does the relationship affect the environment of the house. Another example can be viewed here in which fights between husban d and wife can lead to lethal actions by one of them.Children are an important part of a household who need to be properly taken cared of. However if fights take place between their parents they may not get proper attention from them and this may affect their overall life standards. It would lead the children to indulge in activities which are not desirable. In cases it has been seen that children also lose their will of living in the same house in which these fights occur. For e.g. in a household in which fights occur on a daily basis, children are not paid heed properly. These children develop a sense of insecurity in the house and thus this leads them to indulge in activities such as smoking and drinking. Here the option of divorce can be considered to be better so as to save the future of the children. Furthermore another example can be considered here in which the fights which happen on a daily basis in the house affect the confidence level of the children. This leads the child ren to have a lower confidence level. Similarly if unhappy marriages continue husband and wife might also suffer from the problem of insecurity. Insecurity in a relationship can affect the lives of both the individuals in a relationship. It can ruin the whole life of the individuals as they won't ever be able to find a perfect match for themselves. They develop a sense of

Learning in Alisons Gopnik View Essay Example | Topics and Well Written Essays - 1000 words

Learning in Alisons Gopnik View - Essay Example Her study investigates the complicated intelligence-collecting and decision-making that young children and babies are accomplishing when they engage in play activities. Alison Gopnik asserts that babies and young children are the same as the research and development division of the human kind species and adults are the same as production and marketing unit of the human kind species. She explains that young children are the ones who keep on surveying in the blue-sky. They do this with the aim of finding out how the universe operates. In contrast, adults are the ones who, in reality, capture all the things we comprehend as young children and utilize them when we become adults. Alison Gopnik says that young children and babies employ their explorative component to analyze complicated theories relating to the world that is surrounding them, much more than adult persons do when their brains or intellect have reached full capacity. This talk specifically explains how young children and babies get their knowledge from childhood up to adult hood. Alison Gopnik describes young children and babies as mysterious and complex individuals. She seems to have a tremendous attention to young children’s’ minds and highlights a number of experiments and theories. In addition, she explains that both young children’s and babies’ cognitive capacities go beyond those that psychologists have been assigning to them. For example, young children and babies imagine a different person’s occurrences and take in cause and consequence.

Reading reflection 3 Essay Example | Topics and Well Written Essays - 750 words

Reading reflection 3 - Essay Example I agree with the author of the essay â€Å"Images of Women† in the sense that there truly are a number of reasons as to why these traditional roles for women continue to be perpetuated and exist today. Our culture and traditions as a people, which are documented in various ways such as the bible, have created and promoted the weaker sex version of women for as long as time has existed. For the strong willed and independent woman of today who sometimes have to deal with old school beliefs and traditionalists in the workplace, that has become a real challenge to overcome. I believe that the images of women as we see it today, can be directly connected to the modern feminist movement. Women as a gender have had decades of female empowerment stances to refer to and be influence by in their efforts to have themselves recognized as an equal to that of the male gender. The modern feminist keeps her femininity ate the forefront of her battle while also showing men that it is possible for a woman to have it all. The family, the career, the individual identity, and self-respect, are all elements that the previous promoters of the feminist movement have success fully managed to hand down to their counterparts from generation to generation, and generations to come. The agenda of woman's rights would not have been able to flourish without the support of the media, Bailey got that right. We all admit to and recognize the influence that various media have in our lives and point of view. Since the media has helped counter the effects of decades of female misconception by promoting them as equal to men in both ability and skill, men have come to learn to accept and respect women more as their equals rather than just being a gender in existence to serve their man, family, and society as members of a submissive gender. Struggling for the rights of a woman is directly related to the image that a woman carries of herself. But that image is oftentimes dictated by how society views them and their contributions on a larger scale. These days, women are at the forefront of most things related to our culture and traditions, so the mindset has changed in a significant way thus allowing for the emergence of a new image for women in the 21st century and beyond. Reflection on Kimmel's â€Å"Masculinity as Homophobia† When one hears the term â€Å"masculinity†, images of Brad Pitt, George Clooney, Sylvester Stallone, the like come to mind. They are the images of masculinity is today's world. These are the men who are emulated and admired by their fellow men because of who they are and what they have become. With those images in mind, it becomes easier to understand why the term â€Å"homophobia† cannot be used in the same sentence as masculinity. Yet Kimmel effectively does so in his essay. Just like Kimmel, I too have a personal belief that homophobia came to exist because of the way society viewed women as the weaker sex during significant eras of our history as a people. Men are looked upon unkindly when they prove to be weak at a certain gender based undertaking, or if they fail to accomplish a task that their counterparts could have completed as well. Homophobia is not a word that should only be used to define fear of a man who is attracted to the same gender. After reading the essay of Kimmel, I have come to understand that

Geology of Qatar Essay Example | Topics and Well Written Essays - 1000 words

Geology of Qatar - Essay Example These natural resources contribute actively towards the realization of the skyrocketing economies experienced in the nation. For instance, there are several places in the country of Qatar supplied with natural gas and oil deposits2. These are some of the powerful natural resources that make the country gain international recognition, respect as well as realize robust economies. In addition to natural gas, Qatar also has several deposits of oil fields. This makes the nation on e of the largest oil producers in the world. This works well with boosting as well as expanding the economies of the state of Qatar. Other than the natural reserves, it is of crucial significance to note that the country of Qatar also boasts of a collection of beautiful sceneries, geological features as well as landscapes. Some of these geological features as well as scenic beauties have contributed massively towards strengthening the economy of Qatar in several diverse ways. For instance, the myriad of features have ensured heavy flow of tourists into the nation of Qatar to have an experience as well as identify with some of the natural features. This has ensured generation as well as creation of foreign exchange, improved employment conditions as well as upholding nation’s pride. The foreign exchange as well as income earned from such tourism activities has led to massive eco nomic growth in the region. This paper is going to explore some of the geologic features found in the sovereign state of Qatar. In addition, the paper is going to focus on some of the surface features, the terrain as well as landscape of the nation of Qatar. It is of critical significance to note that Qatar is one of the states with sabkhas forming some of the geologic landform features. The sabkhas are always characterized with dry burrows. This presents greater risks to geologists due to the fact that such dry burrows may always host deadly animals like snakes that can bite geologists. This presents one

Minimum wage of USA Assignment Example | Topics and Well Written Essays - 750 words

Minimum wage of USA - Assignment Example Pluralism thereby enables the coexistence of diverse interest groups. The second component of the theory is neocorporatism which defines the relationship that exists between interest groups and the government. Therefore cooperation between the interest groups and the government provides consistency in the formulation and implementation of policies for example financial policies. The primary focus of neocorporatism is on policies that directly relate to the economy. Negotiations involving various policies involve three parties including the business sector, labor sector and the government. Liaison between these parties must precede implementation of the policies in question. Pluralism advocates for coexistence of various interest groups in relation to inherent competition. This affects the potential passage of the bill in that if there is ambient coexistence amongst the interest groups, the bill is likely to go through especially when the groups are in agreement. Coexistence amongst the interest groups also makes policy coordination easier thereby the bill can be adequately debated by the interest groups on whether or not the minimum wage bill should be passed. This makes the procedure less cumbersome and the bill is likely to undergo passage if the groups are in agreement. On the contrary, if there is absence of pluralism then the interest groups may not coexist. What this means is that the possibility of passage of the bill is subject to various difficulties hence. For instance, lack of coexistence within the groups would mean that the groups cannot discuss and reach an agreement of whether to pass or reject the bill. The reason for this is the fact that, absence of coexistence makes coordination of the different interest groups difficult. As a result, the bill passing process will experience protraction and the passing of the bill is less likely (Stănculescu and Stanovnik, 2009). If passage of the bill reaches the implementation

Geology of Qatar Essay Example | Topics and Well Written Essays - 1000 words

Geology of Qatar - Essay Example These natural resources contribute actively towards the realization of the skyrocketing economies experienced in the nation. For instance, there are several places in the country of Qatar supplied with natural gas and oil deposits2. These are some of the powerful natural resources that make the country gain international recognition, respect as well as realize robust economies. In addition to natural gas, Qatar also has several deposits of oil fields. This makes the nation on e of the largest oil producers in the world. This works well with boosting as well as expanding the economies of the state of Qatar. Other than the natural reserves, it is of crucial significance to note that the country of Qatar also boasts of a collection of beautiful sceneries, geological features as well as landscapes. Some of these geological features as well as scenic beauties have contributed massively towards strengthening the economy of Qatar in several diverse ways. For instance, the myriad of features have ensured heavy flow of tourists into the nation of Qatar to have an experience as well as identify with some of the natural features. This has ensured generation as well as creation of foreign exchange, improved employment conditions as well as upholding nation’s pride. The foreign exchange as well as income earned from such tourism activities has led to massive eco nomic growth in the region. This paper is going to explore some of the geologic features found in the sovereign state of Qatar. In addition, the paper is going to focus on some of the surface features, the terrain as well as landscape of the nation of Qatar. It is of critical significance to note that Qatar is one of the states with sabkhas forming some of the geologic landform features. The sabkhas are always characterized with dry burrows. This presents greater risks to geologists due to the fact that such dry burrows may always host deadly animals like snakes that can bite geologists. This presents one

Annotated Bibliography for Intellectual Property Rights

For Intellectual Property Rights - Annotated Bibliography Example Trading necessitate liberalized economic policies which are cited in the General Agreement on Tariff Trade which the author presupposed as an instrument that hinder the use of war as instrument for economic expansion. This policy is however should be rechecked using cost-benefit analysis to secure issues pertaining to environment, culture, use of technology, child labor, migration, and presence of other multinational organizations and concerns for world peace. Author further argued that the company explicitly argued that to secure the products being introduced to the market, necessary measure for intellectual properties rights should be adopted to protect itself from distortions happening in the market or those that are made by the government. Intellectual property (IP) is defined as creations of the mind and preservation of authorship on inventions, literatures, arts, movies, symbols, names, images, and designs used in commerce (WIPO, 2012, p. 1). This cover industrial property of trademarks, patents, industrial designs, and geographic indications of source, and copyright (WIPO, 2012, p. 1) . Traders argued that IPR balance and neutralize the impacts of all possible effects of tariff policy and also improves the countrys position the worlds productivity rank. This is because it sets legal limitations to conditions in industrial developments to protect the properties and creation of innovators (Lerner, Strojwas, & Tirole, 2005). This limitations are universally applied thus can’t be considered as negative for new entrants in the market. Many research studies proved that this is a theory that protects the authors from those that can do infringement e.g. pirate the nature of products made by another. Many poor countr ies however criticized this policy as unfavourable to the indigenous people whose vast knowledge on natural medicines cannot avail of patents and

Definitions of Attitude Essay Example for Free

Definitions of Attitude Essay An attitude can be defined as a positive or negative evaluation of people, objects, event, activities, ideas, or just about anything in your environment, but there is debate about precise definitions. Eagly and Chaiken, for example, define an attitude a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor.[2] Though it is sometimes common to define an attitude as affect toward an object, affect (i.e., discrete emotions or overall arousal) is generally understood to be distinct from attitude as a measure of favorability. [3] This definition of attitude allows for ones evaluation of an attitude object to vary from extremely negative to extremely positive, but also admits that people can also be conflicted or ambivalent toward an object meaning that they might at different times express both positive and negative attitude toward the same object. This has led to some discussion of whether individual can hold multiple attitudes toward the same object.[4] Whether attitudes are explicit (i.e., deliberately formed) versus implicit (i.e., subconscious) has been a topic of considerable research. Research on implicit attitudes, which are generally unacknowledged or outside of awareness, uses sophisticated methods involving peoples response times to stimuli to show that implicit attitudes exist (perhaps in tandem with explicit attitudes of the same object). Implicit and explicit attitudes seem to affect peoples behavior, though in different ways. They tend not to be strongly associated with each other, although in some cases they are. The relationship between them is poorly understood. Jungs definition Attitude is one of Jungs 57 definitions in Chapter XI of Psychological Types. Jungs definition of attitude is a readiness of the psyche to act or react in a certain way (Jung, [1921] 1971:par. 687). Attitudes very often come in pairs, one conscious and the other unconscious. Within this broad definition Jung defines several attitudes. The main (but not only) attitude dualities that Jung defines are the following. †¢ Consciousness and the unconscious. The presence of two attitudes is extremely frequent, one conscious and the other unconscious. This means that consciousness has a constellation of contents different from that of the unconscious, a duality particularly evident in neurosis (Jung, [1921] 1971: par. 687). †¢ Extraversion and introversion. This pair is so elementary to Jungs theory of types that he labeled them the attitude-types. †¢ Rational and irrational attitudes. I conceive reason as an attitude (Jung, [1921] 1971: par. 785). †¢ The rational attitude subdivides into the thinking and feeling psychological functions, each with its attitude. †¢ The irrational attitude subdivides into the sensing and intuition psychological functions, each with its attitude. There is thus a typical thinking, feeling, sensation, and intuitive attitude (Jung, [1921] 1971: par. 691). †¢ Individual and social attitudes. Many of the latter are isms. In addition, Jung discusses the abstract attitude. â€Å"When I take an abstract attitude† (Jung, [1921] 1971: par. 679). Abstraction is contrasted with concretism. â€Å"CONCRETISM. By this I mean a peculiarity of thinking and feeling which is the antithesis of abstraction† (Jung, [1921] 1971: par. 696). For example: I hate his attitude for being Sarcastic. Pasted from The classic, tripartite view offered by William J. McGuire[9] is that an attitude contains cognitive, affective, and behavioral components. Empirical research, however, fails to support clear distinctions between thoughts, emotions, and behavioral intentions associated with a particular attitude.[10] A criticism of the tripartite view of attitudes is that it requires cognitive, affective, and behavioral associations of an attitude to be consistent, but this may be implausible. Thus some views of attitude structure see the cognitive and behavioral components as derivative of affect or affect and behavior as derivative of underlying beliefs.[11] Despite debate about the particular structure of attitudes, there is considerable evidence that attitudes reflect more than evaluations of a particular object that vary from positive to negative. Attitudes also have other characteristics, such as importance, certainty, or accessibility (measures of attitude strength) and associated knowledge.[12] There is also considerable interest in inter-attitudinal structure, which connects different attitudes to one another and to more underlying psychological structures, such as values or ideology.[13] Attitude function Another classic view of attitudes is that attitudes serve particular functions for individuals. That is, researchers have tried to understand why individuals hold particular attitudes or why they hold attitudes in general by considering how attitudes affect the individuals who hold them.[14] Daniel Katz, for example, writes that attitudes can serve instrumental, adjustive or utilitarian, ego-defensive, value-expressive, or knowledge functions.[15] The functional view of attitudes suggests that in order for attitudes to change (e.g., via persuasion), appeals must be made to the function(s) that a particular attitude serves for the individual. As an example, the ego-defensive function might be used to influence the racially prejudicial attitudes of an individual who sees themselves as open-minded and tolerant. By appealing to that individuals image of themselves as tolerant and open-minded, it may be possible to change their prejudicial attitudes to be more consistent with their self-concept. Similarly, a persuasive message that threatens self-image is much more likely to be rejected.[16] Attitude formation According to Doob (1947), learning can account for most of the attitudes we hold. Theories of classical conditioning, instrumental conditioning and social learning are mainly responsible for formation of attitude. Unlike personality, attitudes are expected to change as a function of experience. Tesser (1993) has argued that hereditary variables may affect attitudes but believes that they may do so indirectly. For example, consistency theories, which imply that we must be consistent in our beliefs and values. As with any type of heritability, to determine if a particular trait has a basis in our genes, twin studies are used.[17] The most famous example of such a theory is Dissonance-reduction theory, associated with Leon Festinger, which explains that when the components of an attitude (including belief and behavior) are at odds an individual may adjust one to match the other (for example, adjusting a belief to match a behavior).[18] Other theories include balance theory, origincally proposed by Heider (1958), and the self-perception theory, originally proposed by Daryl Bem.[19] Attitude change Main article: Attitude change Attitudes can be changed through persuasion and an important domain of research on attitude change focuses on responses to communication. Experimental research into the factors that can affect the persuasiveness of a message include: 1. Target Characteristics: These are characteristics that refer to the person who receives and processes a message. One such trait is intelligence it seems that more intelligent people are less easily persuaded by one-sided messages. Another variable that has been studied in this category is self-esteem. Although it is sometimes thought that those higher in self-esteem are less easily persuaded, there is some evidence that the relationship between self-esteem and persuasibility is actually curvilinear, with people of moderate self-esteem being more easily persuaded than both those of high and low self-esteem levels (Rhodes Woods, 1992). The mind frame and mood of the target also plays a role in this process. 2. Source Characteristics: The major source characteristics are expertise, trustworthiness and interpersonal attraction or attractiveness. The credibility of a perceived message has been found to be a key variable here; if one reads a report about health and believes it came from a professional medical journal, one may be more easily persuaded than if one believes it is from a popular newspaper. Some psychologists have debated whether this is a long-lasting effect and Hovland and Weiss (1951) found the effect of telling people that a message came from a credible source disappeared after several weeks (the so-called sleeper effect). Whether there is a sleeper effect is controversial. Perceived wisdom is that if people are informed of the source of a message before hearing it, there is less likelihood of a sleeper effect than if they are told a message and then told its source. 3. Message Characteristics: The nature of the message plays a role in persuasion. Sometimes presenting both sides of a story is useful to help change attitudes. When people are not motivated to process the message, simply the number of arguments presented in a persuasive message will influence attitude change, such that a greater number of arguments will produce greater attitude change.[20] 4. Cognitive Routes: A message can appeal to an individuals cognitive evaluation to help change an attitude. In the central route to persuasion the individual is presented with the data and motivated to evaluate the data and arrive at an attitude changing conclusion. In the peripheral route to attitude change, the individual is encouraged to not look at the content but at the source. This is commonly seen in modern advertisements that feature celebrities. In some cases, physician, doctors or experts are used. In other cases film stars are used for their attractiveness. Emotion and attitude change Emotion is a common component in persuasion, social influence, and attitude change. Much of attitude research emphasized the importance of affective or emotion components. Emotion works hand-in-hand with the cognitive process, or the way we think, about an issue or situation. Emotional appeals are commonly found in advertising, health campaigns and political messages. Recent examples include no-smoking health campaigns and political campaign advertising emphasizing the fear of terrorism. Attitudes and attitude objects are functions of cognitive, affective and conative components. Attitudes are part of the brain’s associative networks, the spider-like structures residing in long term memory that consist of affective and cognitive nodes. By activating an affective or emotion node, attitude change may be possible, though affective and cognitive components tend to be intertwined. In primarily affective networks, it is more difficult to produce cognitive counterarguments in the resistance to persuasion and attitude change. Affective forecasting, otherwise known as intuition or the prediction of emotion, also impacts attitude change. Research suggests that predicting emotions is an important component of decision making, in addition to the cognitive processes. How we feel about an outcome may override purely cognitive rationales. In terms of research methodology, the challenge for researchers is measuring emotion and subsequent impacts on attitude. Since we cannot see into the brain, various models and measurement tools have been constructed to obtain emotion and attitude information. Measures may include the use of physiological cues like facial expressions, vocal changes, and other body rate measures. For instance, fear is associated with raised eyebrows, increased heart rate and increase body tension (Dillard, 1994). Other methods include concept or network mapping, and using primes or word cues in the era . Components of emotion appeals Any discrete emotion can be used in a persuasive appeal; this may include jealousy, disgust, indignation, fear, blue, disturbed, haunted,and anger. Fear is one of the most studied emotional appeals in communication and social influence research. Important consequences of fear appeals and other emotion appeals include the possibility of reactance which may lead to either message rejections or source rejection and the absence of attitude change. As the EPPM suggests, there is an optimal emotion level in motivating attitude change. If there is not enough motivation, an attitude will not change; if the emotional appeal is overdone, the motivation can be paralyzed thereby preventing attitude change. Emotions perceived as negative or containing threat are often studied more than perceived positive emotions like humor. Though the inner-workings of humor are not agreed upon, humor appeals may work by creating incongruities in the mind. Recent research has looked at the impact of humor on the processing of political messages. While evidence is inconclusive, there appears to be potential for targeted attitude change is receivers with low political message involvement. Important factors that influence the impact of emotion appeals include self efficacy, attitude accessibility, issue involvement, and message/source features. Self efficacy is a perception of one’s own human agency; in other words, it is the perception of our own ability to deal with a situation. It is an important variable in emotion appeal messages because it dictates a person’s ability to deal with both the emotion and the situation. For example, if a person is not self-efficacious about their ability to impact the global environment, they are not likely to change their attitude or behavior about global warming. Dillard (1994) suggests that message features such as source non-verbal communication, message content, and receiver differences can impact the emotion impact of fear appeals. The characteristics of a message are important because one message can elicit different levels of emotion for different people. Thus, in terms of emotion appeals messages, one size does not fit all. Attitude accessibility refers to the activation of an attitude from memory in other words, how readily available is an attitude about an object, issue, or situation. Issue involvement is the relevance and salience of an issue or situation to an individual. Issue involvement has been correlated with both attitude access and attitude strength. Past studies conclude accessible attitudes are more resistant to change. Attitude-behavior relationship This section requires expansion. (September 2012) The effects of attitudes on behaviors represents a significant research enterprise within psychology. Two theoretical approaches have dominated this research: the theory of reasoned action[21] and, its theoretical descendant, the theory of planned behavior,[22] both of which are associated with Icek Ajzen. Both of these theories describe the link between attitude and behavior as a deliberative process, with an individual actively choosing to engage in an attitude-related behavior. An alternative model, called MODE for Motivation and Opportunity as DEterminants was proposed by Russell H. Fazio, which focuses on motivations and opportunities for deliberative attitude-related behavior to occur. MODE is a Dual process theory that expects deliberative attitude-behavior linkages like those modeled by the theory of planned behavior only occur when individuals have motivation to reflect upon their own attitudes. Pasted from Theory of reasoned action From Wikipedia, the free encyclopedia Jump to: navigation, search The theory of reasoned action (TRA), is a model for the prediction of behavioral intention, spanning predictions of attitude and predictions of behavior. The subsequent separation of behavioral intention from behavior allows for explanation of limiting factors on attitudinal influence (Ajzen, 1980). The Theory of Reasoned Action was developed by Martin Fishbein and Icek Ajzen (1975, 1980), derived from previous research that started out as the theory of attitude, which led to the study of attitude and behavior. The theory was born largely out of frustration with traditional attitude–behavior research, much of which found weak correlations between attitude measures and performance of volitional behaviors (Hale, Householder Greene, 2003, p. 259). Pasted from Definition and example Derived from the social psychology setting, the theory of reasoned action (TRA) was proposed by Ajzen and Fishbein (1975 1980). The components of TRA are three general constructs: behavioral intention (BI), attitude (A), and subjective norm (SN). TRA suggests that a persons behavioral intention depends on the persons attitude about the behavior and subjective norms (BI = A + SN). If a person intends to do a behavior then it is likely that the person will do it. Behavioral intention measures a persons relative strength of intention to perform a behavior. Attitude consists of beliefs about the consequences of performing the behavior multiplied by his or her evaluation of these consequences. (Fishbein Ajzen, 1975) Subjective norm is seen as a combination of perceived expectations from relevant individuals or groups along with intentions to comply with these expectations. In other words, the persons perception that most people who are important to him or her think he should or should not perform the behavior in question (Fishbein Ajzen, 1975). To put the definition into simple terms: a persons volitional (voluntary) behavior is predicted by his/her attitude toward that behavior and how he/she thinks other people would view them if they performed the behavior. A persons attitude, combined with subjective norms, forms his/her behavioral intention. Fishbein and Ajzen say, though, that attitudes and norms are not weighted equally in predicting behavior. Indeed, depending on the individual and the situation, these factors might be very different effects on behavioral intention; thus a weight is associated with each of these factors in the predictive formula of the theory. For example, you might be the kind of person who cares little for what others think. If this is the case, the subjective norms would carry little weight in predicting your behavior (Miller, 2005, p. 127). Miller (2005) defines each of the three components of the theory as follows and uses the example of embarking on a new exercise program to illustrate the theory: †¢ Attitudes: the sum of beliefs about a particular behavior weighted by evaluations of these beliefs ââ€"‹ You might have the beliefs that exercise is good for your health, that exercise makes you look good, that exercise takes too much time, and that exercise is uncomfortable. Each of these beliefs can be weighted (e.g., health issues might be more important to you than issues of time and comfort). †¢ Subjective norms: looks at the influence of people in ones social environment on his/her behavioral intentions; the beliefs of people, weighted by the importance one attributes to each of their opinions, will influence ones behavioral intention ââ€"‹ You might have some friends who are avid exercisers and constantly encourage you to join them. However, your spouse might prefer a more sedentary lifestyle and scoff at those who work out. The beliefs of these people, weighted by the importance you attribute to each of their opinions, will influence your behavioral intention to exercise, which will lead to your behavior to exercise or not exercise. †¢ Behavioral intention: a function of both attitudes toward a behavior and subjective norms toward that behavior, which has been found to predict actual behavior. ââ€"‹ Your attitudes about exercise combined with the subjective norms about exercise, each with their own weight, will lead you to your intention to exercise (or not), which will then lead to your actual behavior. Pasted from In psychology, the theory of planned behavior is a theory about the link between attitudes and behavior. The concept was proposed by Icek Ajzen to improve on the predictive power of the theory of reasoned action by including perceived behavioural control.[1] It is one of the most predictive persuasion theories. It has been applied to studies of the relations among beliefs, attitudes, behavioral intentions and behaviors in various fields such as advertising, public relations, advertising campaigns and healthcare. The theory states that attitude toward behavior, subjective norms, and perceived behavioral control, together shape an individuals behavioral intentions and behaviors. Pasted from Extension from the theory of reasoned action The theory of planned behavior was proposed by Icek Ajzen in 1985 through his article From intentions to actions: A theory of planned behavior. The theory was developed from the theory of reasoned action, which was proposed by Martin Fishbein together with Icek Ajzen in 1975. The theory of reasoned action was in turn grounded in various theories of attitude such as learning theories, expectancy-value theories, consistency theories,[2] and attribution theory.[3] According to the theory of reasoned action, if people evaluate the suggested behavior as positive (attitude), and if they think their significant others want them to perform the behavior (subjective norm), this results in a higher intention (motivation) and they are more likely to do so. A high correlation of attitudes and subjective norms to behavioral intention, and subsequently to behavior, has been confirmed in many studies.[4] A counter-argument against the high relationship between behavioral intention and actual behavior has also been proposed, as the results of some studies show that, because of circumstantial limitations, behavioral intention does not always lead to actual behavior. Namely, since behavioral intention cannot be the exclusive determinant of behavior where an individuals control over the behavior is incomplete, Ajzen introduced the theory of planned behavior by adding a new component, perceived behavioral control. By this, he extended the theory of reasoned action to cover non-volitional behaviors for predicting behavioral intention and actual behavior. Extension of self-efficacy In addition to attitudes and subjective norms (which make the theory of reasoned action), the theory of planned behavior adds the concept of perceived behavioral control, which originates from self-efficacy theory (SET). Self-efficacy was proposed by Bandura in 1977, which came from social cognitive theory. According to Bandura, expectations such as motivation, performance, and feelings of frustration associated with repeated failures determine effect and behavioral reactions. Bandura (1986)[full citation needed] separated expectations into two distinct types: self-efficacy and outcome expectancy. He defined self-efficacy as the conviction that one can successfully execute the behavior required to produce the outcomes. The outcome expectancy refers to a persons estimation that a given behavior will lead to certain outcomes. He states that self-efficacy is the most important precondition for behavioral change, since it determines the initiation of coping behavior. Previous investigations have shown that peoples behavior is strongly influenced by their confidence in their ability to perform that behavior (Bandura, Adams, Hardy, Howells, 1980).[full citation needed] As the self-efficacy theory contributes to explaining various relationships between beliefs, attitudes, intentions, and behavior, the SET has been widely applied to health-related fields such as physical activity and mental health in preadolescents,[5] and exercise.[6] Concepts of key variables Behavioral beliefs and attitude toward behavior †¢ Behavioral belief: an individuals belief about consequences of particular behavior. The concept is based on the subjective probability that the behavior will produce a given outcome. †¢ Attitude toward behavior: an individuals positive or negative evaluation of self-performance of the particular behavior. The concept is the degree to which performance of the behavior is positively or negatively valued. It is determined by the total set of accessible behavioral beliefs linking the behavior to various outcomes and other attributes. Normative beliefs and subjective norms †¢ Normative belief: an individuals perception about the particular behavior, which is influenced by the judgment of significant others (e.g., parents, spouse, friends, teachers).[7] †¢ Subjective norm: an individuals perception of social normative pressures, or relevant others beliefs that he or she should or should not perform such behavior. Control beliefs and perceived behavioral control †¢ Perceived behavioral control: an individuals perceived ease or difficulty of performing the particular behavior (Ajzen, 1988).[full citation needed] It is assumed that perceived behavioral control is determined by the total set of accessible control beliefs. †¢ Control beliefs: an individuals beliefs about the presence of factors that may facilitate or impede performance of the behavior (Ajzen, 2001).[full citation needed] The concept of perceived behavioral control is conceptually related to self-efficacy. Behavioral intention and behavior †¢ Behavioral intention: an indication of an individuals readiness to perform a given behavior. It is assumed to be an immediate antecedent of behavior (Ajzen, 2002b).[full citation needed] It is based on attitude toward the behavior, subjective norm, and perceived behavioral control, with each predictor weighted for its importance in relation to the behavior and population of interest. †¢ Behavior: an individuals observable response in a given situation with respect to a given target. Ajzen said a behavior is a function of compatible intentions and perceptions of behavioral control in that perceived behavioral control is expected to moderate the effect of intention on behavior, such that a favorable intention produces the behavior only when perceived behavioral control is strong. Pasted from Cognitive dissonance is a term used in modern psychology to describe the feeling of discomfort when simultaneously holding two or more conflicting cognitions: ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel disequilibrium: frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc.[1] The phrase was coined by Leon Festinger in his 1956 book When Prophecy Fails, which chronicled the followers of a UFO cult as reality clashed with their fervent belief in an impending apocalypse.[2][3] Festinger subsequently published a book called A Theory of Cognitive Dissonance, published in 1957, in which he outlines the theory. Cognitive dissonance is one of the most influential and extensively studied theories in social psychology. The theory of cognitive dissonance in social psychology proposes that people have a motivational drive to reduce dissonance by altering existing cognitions, adding new ones to create a consistent belief system, or alternatively by reducing the importance of any one of the dissonant elements.[1] It is the distressing mental state that people feel when they find themselves doing things that dont fit with what they know, or having opinions that do not fit with other opinions they hold. [4] A key assumption is that people want their expectations to meet reality, creating a sense of equilibrium. [5] Likewise, another assumption is that a person will avoid situations or information sources that give rise to feelings of uneasiness, or dissonance.[1] Cognitive dissonance theory explains human behavior by positing that people have a bias to seek consonance between their expectations and reality. According to Festinger, people engage in a process he termed dissonance reduction, which can be achieved in one of three ways: lowering the importance of one of the discordant factors, adding consonant elements, or changing one of the dissonant factors.[6] This bias sheds light on otherwise puzzling, irrational, and even destructive behavior. Pasted from The elaboration likelihood model (ELM) of persuasion[1] is a dual process theory of how attitudes are formed and changed that was developed by Richard E. Petty and John Cacioppo in the early 1980s (see also attitude change). The model proposes an elaboration continuum, which determines the extent to which arguments are processed and evaluated (high elaboration) versus peripheral cues such as source expertise or attractiveness (low elaboration) shape persuasion. The model is similar to the Heuristic-systematic model of information processing developed around the same time by Shelly Chaiken. Pasted from Central route Central route processes require the audience to use a great deal more thought, and therefore are likely to predominate under conditions that promote high elaboration. Central route processes involve careful scrutiny of a persuasive communication (e.g., a speech, an advertisement, etc.) to determine the merits of the arguments. Under these conditions, a persons unique cognitive responses to the message determine the persuasive outcome. If a person evaluates a message centrally as reliable, well-constructed, and convincing, it will often be received as favorable even if it is contrasting to the receiver’s original stance on the message. So, if favorable thoughts are a result of the elaboration process, the message will most likely be accepted (i.e., an attitude congruent with the messages position will emerge), and if unfavorable thoughts are generated while considering the merits of presented arguments, the message will most likely be rejected.[1] In order for the message to be centrally processed, a person must have the ability and motivation to do so. In order for the receiver to have motivation to centrally process a message it must have relevance to him or her. Peripheral route Peripheral route processes, on the other hand, does not involve elaboration of the message through extensive cognitive processing of the merits of the actual argument presented. These processes often rely on environmental characteristics of the message, like the perceived credibility of the source, quality of the way in which it is presented, the attractiveness of the source, or the catchy slogan that contains the message.[1] It is also frequently used when the argument presented is weak and/or lacking evidence. The peripheral route is a mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue [2] The peripheral route is a process in which outside influences affect the decision making process. This is also the process used when the audience is unable to process the message. This could be from having a message that is too complex, or an audience that is immature. The most common influences would be factors such as reward. Reward could be objects like food, sex or money. These inducements create a quick change in mind and action. Celebrity status along with likability and expertise are other factors in the peripheral process that have become more popular. Humor within messages is a dominant influence in this process as well. Appearance also has the ability to gain the attention of individuals which can create an interest in the topic, but will not create a strong change in individuals. The goal of the peripheral process is to create change, this change can be weak and even temporary as opposed to the strong and lasting change in the central route. Choice of route The two factors that most influence which route an individual will take in a persuasive situation are motivation (strong desire to process the message; e.g., Petty Cacioppo, 1979) and ability (actually being capable of critical evaluation; e.g., Petty, Wells, Brock, 1976). Which route is taken is determined by the extent of elaboration. Both motivational and ability factors determine elaboration. Motivational factors include (among others) the personal relevance of the message topic, accountability, and a persons need for cognition (their innate desire to enjoy thinking). Ability factors include the availability of cognitive resources (e.g., the presence or absence of time pressures or distractions) or relevant knowledge needed to carefully scrutinize the arguments. The ability to understand the message that is being communicated. Distractions such as noise can affect the ability for one to process a message. An example of noise would be a persuader trying to share his message in a room full of crying babies, this would make it extremely difficult for listeners to concentrate on the message being given. Noise that you cant physically control would be if a persuaders listeners could concentrate on the message because they had something else on their mind which was more important than the persuaders message like a death in the family, or problems theyre having in their relationship. Another example of this is in children. A child will change their behavior because his or her parent told them to do so rather than taking the information given and processing it. As that child grows up, however, he or she will have a higher cognitive complexity, and therefore be able to process the information of the situation centrally in order to draw a conclusion of their own. (OKeefe) The subjects general education level, as well as their education and experience with the topic at hand greatly affect their ability to be persuaded. Under conditions of moderate elaboration, a mixture of central and peripheral route processes will guide information processing. There are benefits and consequences for both processes. An individual who disagrees with the message being presented will likely have a boomerang effect if he or she centrally processes the message and bounce farther away from the speaker’s goal. If that same situation takes place, but the message is peripherally processed, a weak change will not have as large of a negative effect on that individual. (OKeefe) Type of Elaboration: Objective Versus Biased Thinking Attitude, motivation, and ability strongly increase the likelihood that a message will be ingrained in the minds of listeners. Although, as the social judgement theory suggests, they may not process the information in a fair, objective way. Attitudes are general evaluations that people hold that correspond with how they perceive themselves in relation to the world they live in. One way to influence attitude is to give peripheral cues. Peripheral cues can be things that lead to good or punishing or they can invoke provide guiding rules or inferences. These are often effective because they cause the audience to draw the conclusion themselves, therefore, making them believe it is their own idea, so they buy in to it. (Griffin) Many of the evaluations are based on Cognitive intelligence, behavior, and guidance. Given a basic understanding of an individuals attitudes one can interpret which type of elaboration would better suit the situation. There are two types of elaboration a listener can possess: (Biased elaboration, Objective elaboration) Elaboration can lead to both positive and negative results depending on the audience who is receiving the message. Individuals who have a Pre conception of a certain topic are going to be much harder to persuade oppose to an individual who has an open mind about a topic where only the facts hold truth. Biased Elaboration: Top-down thinking in which predetermined conclusions color the supporting data. This is used on people who likely already have their minds made up about a situation before the message is ever conveyed to them (Cacioppo) Ex. Someone who has had a negative personal experience with motorcycles will probably have made up their minds and be biased in the way they process the message.[2] Objective Elaboration: Bottom-up thinking in which facts are scrutinized without bias; seeking truth wherever it might lead. These listeners let the facts speak for themselves and approach the message with an unbias mind. Which leads to a true unbiased result or opinion. (Cacioppo) Ex. A person who is listening to a motorcycle salesman and already has a mindset about them. This person would let the facts influence their attitude.[2] Testing the Elaboration Likelihood Model To design a way to test the Elaboration Likelihood Model, it is crucial to determine whether an argument is universally seen as strong or weak. If an argument is inconsistent in opinions of strength, the results of persuasion will be inconsistent. A strong argument is defined by Petty and Cacioppo as â€Å"one containing arguments such that when subjects are instructed to think about the message, the thoughts they generate are fundamentally favorable† (Griffin). In general, a weak argument that is universally viewed as weak will entice unfavorable results if the subject is instructed to and is in an appropriate environment to consider it logically (or when testing the central route of the Elaboration Likelihood Model). In turn, a strong argument under similar circumstances will return favorable results. The test arguments must also be rated for ease of understanding, complexity, and familiarity. To scientifically study either route of the Elaboration Likelihood Model, the arguments themselves must be designed to have consistent results.[3] Conclusions of the Elaboration Likelihood Model In addition to these factors, the ELM also makes several unique proposals.[1] It is suggested that attitudes formed under high elaboration, the central route, are stronger than those formed under low elaboration. This means that this level of persuasion is stable over time and is less susceptible to decay or any type of counter-persuasion. Attitudes formed under low elaboration, the peripheral route, are more likely to cause a short term attitude change. Variables in ELM routes can serve multiple roles in a persuasive setting depending on other contextual factors (examples below). Under high elaboration, a given variable (e.g., source expertise) can either serve as an argument (If Einstein agrees with the theory of relativity, then this is a strong reason for me to as well) or as a biasing factor (if an expert agrees with this position it is probably good, so let me see what else agrees with this conclusion at the expense of information that may disagree with it).[4] Under condition s of low elaboration, a given variable can act as a peripheral cue. This could happen, e.g., through the use of an experts are always right heuristic. Note that, while this is similar to the Einstein example presented above, this is a simple shortcut, which, unlike the Einstein example, does not require careful thought. Under conditions of moderate elaboration, a given variable can serve to direct the extent of information processing: If an expert agrees with this position, I should really listen to what (s)he has to say. Interestingly, when a variable affects elaboration, this can increase or decrease persuasion, depending on the strength of the arguments presented. If the arguments are strong, enhancing elaboration will enhance persuasion. If the arguments are weak, however, more thought will undermine persuasion. More recent adaptations of the ELM (e.g.)[5] have added an additional role that variables can serve. They can affect the extent to which a person has confidence in, and thus trusts, their own thoughts in response to a message (self-validation role). Keeping with our source expertise example, a person may feel that if an expert presented this information, it is probably correct, and thus I can trust that my reactions to it are informative with respect to my attitude. Note that this role, because of its metacognitive nature, only occurs under conditions that promote high elaboration. Pasted from Attitudes Attitudes are evaluations people make about objects, ideas, events, or other people. Attitudes can be positive or negative. Explicit attitudes are conscious beliefs that can guide decisions and behavior. Implicit attitudes are unconscious beliefs that can still influence decisions and behavior. Attitudes can include up to three components: cognitive, emotional, and behavioral. Example: Jane believes that smoking is unhealthy, feels disgusted when people smoke around her, and avoids being in situations where people smoke. Dimensions of Attitudes Researchers study three dimensions of attitude: strength, accessibility, and ambivalence. †¢ Attitude strength: Strong attitudes are those that are firmly held and that highly influence behavior. Attitudes that are important to a person tend to be strong. Attitudes that people have a vested interest in also tend to be strong. Furthermore, people tend to have stronger attitudes about things, events, ideas, or people they have considerable knowledge and information about. †¢ Attitude accessibility: The accessibility of an attitude refers to the ease with which it comes to mind. In general, highly accessible attitudes tend to be stronger. †¢ Attitude ambivalence: Ambivalence of an attitude refers to the ratio of positive and negative evaluations that make up that attitude. The ambivalence of an attitude increases as the positive and negative evaluations get more and more equal. The Influence of Attitudes on Behavior Behavior does not always reflect attitudes. However, attitudes do determine behavior in some situations: †¢ If there are few outside influences, attitude guides behavior. Example: Wyatt has an attitude that eating junk food is unhealthy. When he is at home, he does not eat chips or candy. However, when he is at parties, he indulges in these foods. †¢ Behavior is guided by attitudes specific to that behavior. Example: Megan might have a general attitude of respect toward seniors, but that would not prevent her from being disrespectful to an elderly woman who cuts her off at a stop sign. However, if Megan has an easygoing attitude about being cut off at stop signs, she is not likely to swear at someone who cuts her off. †¢ Behavior is guided by attitudes that come to mind easily. Example: Ron has an attitude of mistrust and annoyance toward telemarketers, so he immediately hangs up the phone whenever he realizes he has been contacted by one. The Influence of Behavior on Attitudes Behavior also affects attitudes. Evidence for this comes from the foot-in-the-door phenomenon and the effect of role playing. The Foot-in-the-Door Phenomenon People tend to be more likely to agree to a difficult request if they have first agreed to an easy one. This is called the foot-in-the-door phenomenon. Example: Jill is more likely to let an acquaintance borrow her laptop for a day if he first persuades her to let him borrow her textbook for a day. Social Norms and Social Roles Social norms are a society’s rules about appropriate behavior. Norms exist for practically every kind of situation. Some norms are explicit and are made into laws, such as the norm While driving, you may not run over a pedestrian. Other norms are implicit and are followed unconsciously, such as You may not wear a bikini to class. Social roles are patterns of behavior that are considered appropriate for a person in a particular context. For example, gender roles tell people how a particular society expects men and women to behave. A person who violates the requirements of a role tends to feel uneasy or to be censured by others. Role requirements can change over time in a society. The Effect of Role Playing and the â€Å"Prison Study† People tend to internalize roles they play, changing their attitudes to fit the roles. In the 1970s, the psychologist Philip Zimbardo conducted a famous study called the prison study, which showed how roles influence people. Zimbardo assigned one group of college student volunteers to play the role of prison guards in a simulated prison environment. He provided these students with uniforms, clubs, and whistles and told them to enforce a set of rules in the prison. He assigned another group of students to play the role of prisoners. Zimbardo found that as time went on, some of the â€Å"guard† students became increasingly harsh and domineering. The â€Å"prisoner† students also internalized their role. Some broke down, while others rebelled or became passively resigned to the situation. The internalization of roles by the two groups of students was so extreme that Zimbardo had to terminate the study after only six days.

Ethical Software Development :: Engineering Technology Economics Essays

Ethical Software Development One of the most exciting times for an engineer is during conception and up front planning on a new project. Ideas dance in the mind of an engineer. A new project offers creative possibilities for job advancement, market success, design elegance, exploration, camaraderie and power over a problem. At first, engineers and their managers are motivated to consider the impact of new features and products. This paper explores some of the ethical landscape that the engineer may face in the creative stages of a software development project. I want to explore ethical issues seen by a Western engineer working with Western engineers and also working with Offshore engineers. What issues would the engineer face with those in China? All prejudices aside, this paper attempts to uncover ethical issues that affects the engineers and the software product. A person may naturally experience some fears when faced with the prospect of jointly developing software with engineers located in a different country. To get an idea of what may happen, we will need to look beyond the â€Å"us† vs. â€Å"them† barrier and see people in their own context. I took this paper as an opportunity to learn about ethics from a Chinese perspective. The intent, however, is to find what has positive ethical effects. Example Issues High Technology: Sometimes a project will be started that requires a technology breakthrough or else a high level of creativity. Stresses from not making those discoveries will often test an engineer’s ability to make good, ethical decisions. Software Process: The process is a required part of any discussion on software development. Software development occurs over many phases, requiring many different skills. The process is a management tool for making sure that everything gets accomplished. One issue with using a process is avoiding the tendency to over-regulate or bureaucratize the engineers and thus impact their sense of respect and positive responsibility. [[1]] Global: The engineer may worry about the potential for delivering a shoddy software product from, cutting corners, the language barrier or any unequal standards of excellence. In addition, will engineers from either country experience a dilution of their moral foundation or feel like they are merely being exploited? It should be clear that ethical issues like these can effect engineers in any country. Global issues will be presented by contrasting the individual morality in the West vs. the relational morality in China.

Baz Luhrman´s Version of Shakespeares Romeo and Juliet Essay -- Romeo

Baz Luhrman ´s Version of Shakespeare's Romeo and Juliet One of the characteristics of Elizabethan and also Jacobean drama is the low number of stage directions and the lack of details they contain. As a logical consequence theatrical representations or film versions of these ages may allow an important quantity of freedom in the performance. In other instances stage directions and other important theatrical elements are consciously left aside in order to create totally different visions of the original idea. That is not the case of Baz Luhrman ´s version of Romeo and Juliet filmed in 1996, which despite the numerous alterations of the original play still retains Shakespeare's initial conception. On the question of setting, instead of the Verona of the sixteenth century in Italy, the action occurs in another Verona in the nineties, a coastal city dominated by two large skyscrapers belonging to the Montagues and the Capulets respectively, two adversary industrial powers. The places appearing in the play are barely respected, however the Capulet ´s mansion including its walls and garden appear both in the play and the film due to the fact that the events taking place there are crucial because it is the place in which Romeo and Juliet ´s first meet and develop their love affair. Apart from this, they are forbidden for Romeo, so any other location would have reduced the tension of his intrusions. In addition to this, in the film the streets of Verona are repeatedly replaced by the beach, and so the friar Lawrence ´s cell by his chapel. It is usual to find that whereas in a single scene of the play the events occur in a single space location, in the film it is possible to see more than one, as in the case of the first scene o... ...already dead. Apart from these elisions, some passages or sentences are extrapolated as in the case of 5.3., when Romeo says: "thy drugs are quick" referring to the apothecary's poison. This sentence only appears before Romeo and his friends go to the fancy-dress ball referring to the ecstasy tablet that Mercutio gives him. An interest case regarding to the text is prince Escalus' last intervention (5.3.), that in Luhrman's versions is performed by a newsreader on a t.v. who also performs the role of the chorus at the very beginning of the play. From all this, it follows that faithfulness is the key word since this version, unlike others as West Side Story by Jerome Robins and Robert Wise, retains the basic plot, metrics and literary devices in order to achieve a faithful and, at the same, time new vision of the Shakespeare's work that keeps his poetic richness.

International Management- Hunter Boots Ltd.

â€Å"Designed to be outstanding in any field, from city streets to music festivals and rugged countryside, Hunter footwear is recognized for its performance durability and comfort – achieved through a fusion of tradition and technology† (Hunter Boot Ltd. , 2013) Hunter Boot Ltd. was founded in 1856, styled as the North British Rubber Company, producing not only rubber boots but also tyres, conveyors and flooring. The famous ‘wellies’ or wellington boots rose to fame when they were mass-produced during World War I to supply the army.By the end of the war ‘wellies’ had become popular for use among the general population as well. After changing ownership several times Hunter Rubber Company became a standalone company in 2004, and was bought out of administration as Hunter Boot Ltd. in 2006. Now solely focusing on footwear, the company has since positioned itself firmly and both the UK and USA footwear markets. In 2008 Hunter closed its plant of 9 6 years and relocated its headquarters to Edinburgh (Scotland) and production to China.Striving for more efficiency and effectiveness in the production process Hunter boots are only still visually similar to its original design, whereas they have in fact become virtually identical to the boots produced by its competitors. Nevertheless Hunter has experienced a period of considerable growth and is now distributed internationally in over 30 countries (Hunter Boot Ltd. , 2013). The author feels that is important to make a clear distinction between the years up to 2006, which is the year Hunter Boot Ltd. was placed into admission, and the years 2007 and onwards to where Hunter Boot Ltd. s currently controlled by Searchlight Capital Partners LP (SCP). , which is a private investment firm operating in North America and Europe. First this paper will analyse the rise, and demise, of the company and then will shed some light on its resurgence in popularity and turn-around sales in recent year s (Paton 2011). According to Porter (1991) sustainable competitive advantage in international business is determined by the four factors that form the diamond of national advantage; factor conditions, demand conditions, related and supporting industries and firm strategy, structure and rivalry. The factors are nterdependent and all are essential for achieving (international) success. The application of this framework certainly holds true for Hunter Boot Ltd. ’s (international) success from its founding years to the early 2000’s. Diamond of National Advantage| Hunter Boot Ltd. 1856 – 2006| Relative level of Importance| Factor Conditions| ‘Dumfries’ production plant, skilled labor and sufficient infrastructure. | High Importance| Demand Conditions| Wet weather conditions make suitable footwear a necessity. Army supplier during both WWI and WWII. Loyal customer ranging from the British Royal Family to general population. High Importance| Related & Supp orting Industries| Close working relationships with suppliers and end-users within national boundary. | Medium Importance| Firm Strategy, Structure and Rivalry| Ability to manage vast growth in both production and labor force. Ambitious management strategy. | High Importance| Table 1: Porter’s Diamond of National Advantage applied to Hunter Boot Ltd. 1856-2006 The company’s decline became inevitably clear in the years 2003-2005 when it recorded a pre-tas loss of approximately ? 700,000 with a net debt that had grown to more than ? 2m. These perils can be explained by two of Porter’s factors.Firstly the company’s Factor Conditions, mainly its production plant, changed from major strength to major weakness. The location and facilities that helped bring to company to greatness during the war became hopelessly outdated in later years leading to relatively high costs of trying to continue its Scotland production. Lower production costs abroad, due to surges in gas, electricity and rubber prices in the UK, and the overall British manufacturing decline made Hunter Boot Ltd’s ambitions to remain an independent producer based in Scotland unsustainable (Financial Times 2006).Also blamed in the process was the company’s CEO Mark Sater, which relates to Porter’s factor on firm strategy, structure and rivalry, who chose to pursue a diversification strategy in that under his rule the product range was extended extensively in an effort to boost sales. The company even added a range of branded clothing and partnered with charities and fashion designers. With the previously mentioned financial situation the company was forced to consider external business proposals in an effort to keep the company afloat.Driving the following negotiations were the company’s demand conditions which were clearly articulated by an anonymous insider in the Financial Times (2006) as ‘anyone who hunts or fishes and has a few quid fancies themselves as the next owner. It is so close to the hearts of so many people it is almost owned by the nation. None of the offers gained sufficient support of the board and the company collapsed in the spring of 2006. In several consecutive constructions Hunter Boot Ltd. Generated sales of ? 56m in 2010 and ? 78 in 2011 which is a strong financial improvement and turnaround from its pre-tax losses in 2005.Since early 2012 the company is under control of American-owned private equity group SCP which is pursuing global expansion. This makes Hunter Boot Ltd. one of many luxury brand buy-outs by private equity groups the like of SCP in recent times. SCP has announced that it will try to set up stores selling the Hunter brand exclusively across the globe in the coming years. This is a major change in its international strategy since Hunter products are currently sold exclusively via wholesale retail channels (Paton 2011&2012).Despite the many changes in ownership Hunter product are still clearly trying to hang on its British heritage in a dual effort to maintain its loyal UK customer base and to differentiate itself from its competitors. As an example the company has two different website interfaces, one for UK customers and one for USA customers. Both emphasize the exclusivity and craftsmanship of the product, but the UK website further emphasizes its heritage by portraying the British flag and colors clearly on every opportunity. From a theoretical perspective one could argue that Hunter Boot Ltd. s current (international) business strategy can no longer be sufficiently explained by Porter’s Diamond model, and now bears more resemblance to Barney’s VRIO model which is a resource-based view focused on the firm’s internal capabilities (Barney 1991). The resource-based view argues international success stems from the theory that some firms in one nation generate exports that are valuable (V), unique (R), hard to imitate (I) and supported by orga nizationally sound processes (O) which firms from other nations find beneficial to import.A valuable resource will lead to competitive parity, a valuable and rare resource to temporary competitive advantage, the addition of inimitability will lead to sustained (short-term) competitive advantage and meeting all VRIO-criteria will lead to (long-term) sustainable competitive advantage (Shahriari, M. & Ahmadi, A. , 2010). While companies may have many tangible and intangible resources only few of them are strategic in nature. Most strategic resources are of the created and intangible kind and often knowledge-based, yet they can only be facilitated with the help of tangible resources.This mix is what enables a company to move past competitive convergence and into competitive advantage (Shariari et al. 2010 and Barney 1991). Globalization has affected Hunter’s home-based competitive advantages in that in a global economy there has been a shift from natural assets (land and untraine d labor) to created assets (human capital). Many of these created assets are intangible and firm or ownership specific which mean they are often no longer controlled by specific countries or governments except within the constraints of the (national) law. Multinational firms (MNEs) like Hunter Boot Ltd. re free to move assets from a domestic to a foreign location which is often done when trying to pursue and generate new valuable assets (Dunning, J. H. , 1993). This opportunity is exactly what the company pursued when it moved its production plant to China while maintaining its HQ in Scotland. It is the company’s intangible or created asset of ‘reputation ‘that currently provides it with a long-term sustained competitive advantage over its competitors. Its constant customer focus and technological capabilities are a close second but do not withstand a long-term orientation to a similar extent.This is particularly true for Hunter Boot Ltd. ’s technological c apability since the recent move of its production facilities and cost-cutting strategy has made the company more vulnerable to imitation by competitors. Recently Hunter Boot Ltd. has been enjoying great success and it will have to prove if this is sustainable or not. It will come down to the following question: Is the company’s gaining in internal capabilities and resources enough to make up for the loss of its national advantages?The author states that it is vital for the company to uphold its reputation since this is currently the single sustainable source of competitive advantage and not one that cannot be affected. It might be that the company will lose some of its loyal (mainly UK) customers and gain a large number of mass-market global customers, but it is doubtful this will provide long-term success if the company is not able to differentiate itself sufficiently from its competitors in the near future. Bibliography BARNEY, J. , 1991.Firm resources and sustained competi tive advantage. Journal of management, 17(1), pp. 99-120. DUNNING, J. H. , 1993. Internationalizing Porter's Diamond. MIR: Management International Review, 33 (Extensions of the Porter Diamond Framework), pp. 7-15. FINANCIAL TIMES, 2006, Future far from bright for Britain’s wellies, viewed on 28th of February 2013 ;http://www. ft. com/intl/cms/s/0/628795c2-cbd4-11da-a7bf-0000779e2340. html#axzz2MYTEnuR ; HUNTER BOOT LTD, 2013, viewed on 4th of March 2013 ;http://www. hunter-boot. com/about-us; PATON, E. 2010, Luxury industry movers and shakers, Financial Times, viewed on 1st of March 2013 ;http://www. ft. com/cms/s/0/0f2e5894-1c62-11e2-ba75-00144feabdc0. html; PATON, E. , 2011, Hunter boots to pursue international growth, Financial Times, viewed on 28th of February 2013 ;http://www. ft. com/intl/cms/s/0/4846403a-2800-11e1-a4c4-00144feabdc0. html#axzz2MYTEnuRw; PORTER, M. E. , 1998,  Competitive advantage of nations,  Free press. SHAHRIARI, M. and AHMADI, A. , 2010, A Reso urce-Based Framework of Strategic Marketing Planning to achieve Sustainable Competitive Advantage, pp. 1-13.