Endorsement Attributes: its implication in buying intention Essay

MARKETING RESEARCH We envision Saint Louis University as an excellent missionary and transformative educational institution zealous in the formation human resources who are imbued with the Christian Spirit and who are creative, competent and socially involved. SCHOOL OF ACOUNTANCY AND BUSINESS MANAGEMENT SAINT LOUIS UNIVERSITY PHILIPPINES October 2013 Endorsement Attributes: Its Implication to Buying Intention† Jonand Ray Estabillo, Deaniel Soriano, Raiza NerissaVeridiano, Gian Carlo Villoso and Zenedith P. Monang Abstract The research aimed to determine the level of effectiveness and the buying intention of the consumers based on the attributes of endorsers; Physical Attractiveness, Popularity, Source Credibility, Brand Congruency and Lineage/ Bloodline/ Heredity. Specifically, the study ought to answer the questions: what is the profile of the respondents in terms of their gender, occupation, hometown and nationality? Moreover, the study also sought to answer the question: how effective is the endorser and on what level is the consumer’s intention to buy. The researchers made use of a descriptive method of research, and questionnaires were utilized in collecting data. The respondents of the research were consumers from rural and urban places who are either a student or a young professional. Finally, the results of the study proves that consumer buying intention have a significant effect to the demographic and endorsement attributes such as physical attractiveness, popularity, source credibility, brand congruence and lineage/bloodline/hereditary. Keywords: Consumer Behavior, Buying Intention, Endorsement Attributes Introduction Companies of today spend a significant amount of their budget on hiring endorsers to advertise their products. These companies aim to have a sufficient return on investment with the expectation that these endorsers will be able to attract the attention of the customers, raise customers interest by focusing on and demonstrating advantages and benefits, convince customers that they want and desire the product or service and that it will satisfy their needs, and later on lead customers towards taking action and/or purchasing. Every Advertisement aims to create awareness and arouse interest in the minds of customers. To do so advertisers employ several of marketing techniques. Celebrity Endorsement is one of these power toolsby which advertisers try to leverage the image and identification of the celebrity to promote a product or company (Atkin& Block, 1983). This not only makes the advertisement lively, attractive, interesting, but attention getting as well (Ohanian 1991, Kamins 1990). So happens because audience takes the celebrity as a role model and in turn these celebrities impact their lives. Celebrity endorsement has been in application from a long time (Kaikati 1987), in fact not too late when advertisement techniques were taking on new forms because advertisers realized soon that by using publicly renowned personalities in advertisements they will be able to align brands personalities with that of the celebrity’s. That is why advertisers go for a careful selection of celebrities because if any micro aspect may go wrong in celebrity endorsement selection process, whole of the celebrity endorsed advertisement campaign may collapse. This will ultimately show brand the way back to pavilion (Kaikati 1987, Till and Shimp 1995). This study aims 1. ) To identify the endorsement attributes in purchasing/buying intention of the consumers 2. ) To analyzed the effectiveness of its attributes such as itsPhysical Attractiveness, Popularity, Source Credibility, Brand Congruence and Bloodline/Heredity/Lineage. Literature Review Marketing tends to take a new and unique way of advertising as advertisers are exploring different ways to make the advertisement effective and influential. One of these is the use of endorsers. Endorser is one important considerable literature on this topic exists. The need for endorsers has been described in various ways. According to Erdogan, Baker and Tagg (2001), a spokesperson’s role is tomake the advertisement stand out from the clutter, arrest potential customers, add value to the brand, and lastly, build a lasting impression to encourage the consumer to make a purchase. Lane and Russell (2000),argue that â€Å"one of the primary challenges for advertising is to provide a tangible and differentiating element to the marketing of services†. Stafford, Stafford and Day (2002) refer to ‘tangibility’ as â€Å"the visualization of a service’s benefits or qualities, the association with an extrinsic product, person, event, place or object, the physical representations of the service, and documentation such as facts or figures explaining the characteristics of a service†. The use of an endorser is one of the methods of enhancing the tangibility of the advertisement and differentiating it from others. The Endorser An endorser is a person who makes a ‘testimonial’, or a written or a spoken statement, extolling the virtue of some product. This person could be a public figure or a private citizen. A testimonial usually applies to sales pitches attributed to ordinary citizens whereas endorsement usually applies to pitches by celebrities (Liu, Huang, & Jiang, 2007). This study focuses on two (2) types of spokespersons – celebrity and anonymous. Celebrity Endorsers The use of celebrities to promote commercial goods and services is not new to advertisers. Companies envision that endorsers who are attractive and likeable will transfer such qualities to their brands and products. In addition, as celebrities are constantly in the media, they serve to constantly remind consumers of the brands that they endorse. Indeed, the use of celebrity endorsers has been gaining in popularity over time. Specifically, celebrity endorsers are effective in generating increased attention and enhanced image of the brand. However, their effectiveness in influencing purchase intention is more limited. †Celebrities are people who enjoy public recognition by a large share of certain Group of people. † And the term ‘Celebrity endorsement’ as defined by McCracken: â€Å"Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. †(McCracken 1989) Advertisers go for celebrity endorsement because of its greater benefits and immense possible influence. There are certain potential advantages of celebrity endorsement, celebrities endorsed advertisements draw more attention as compared to those of non-celebrity ones, helps the company in re-positioning its product/brand and finally empowers the company when it’s new in the market or plans to go global. However celebrity endorsement doesn’t hold sole key to success. It also presents the company with potential hazards. These might include, overshadowing, overexposure, and controversy (Erdogan 1999). Lay endorsers or anonymous models Lay endorsers are unknown individuals who are chosen based on the target market demographics. These anonymous individuals offer association with the target audience for a less expensive price. They are usuallypackaged as the ‘typical person’ that the consumers can identify with (McCracken, 1989). Celebrity Endorsers vs. Non Celebrity Endorsers According to Seno & Lukas (2007), Celebrities are very much helpful than other type of endorsers such as the company manager, distinctive consumer and the qualified expert etc. On the opposing, companies clutch imperfect control over the celebrity endorsers, since they have created their public character themselves over the years. Previous research on celebrity endorsement reveals that celebrity endorsers produced more constructive attitude towards advertising and superior purchase intentions than a non-celebrity endorser (Atkin and Block 1983; Petty et al. 1983; Ohanian 1991). On the contrary, Mehta (1994) argue that there were no statistically major difference in attitudes towards advertising, brand and purchase intention on endorsed brand among celebrity and non-celebrity endorsements. But, differences were found in cognitive responses generated by respondents. Endorsement Attributes Physical Attractiveness Physically attractive communicators are more successful in changing beliefs than are unattractive communicators (Chaiken, 1979). In today’s society, people tend to place a heavy emphasis on attractiveness, and most advertisements feature attractive models. In a sense, the physical attractiveness of the endorser rubs off on the product, enhancing the product’s image and resulting in positive attitude change (Kahle and Homer, 1985). This points to the importance of â€Å"matching up† the image of the celebrity with the characteristics of the product. The â€Å"match up† notion suggests that the image of the product and the celebrity should come together, with the relevant attributes of the product being consistent with the characteristics of the endorser to gain positive impact with increased memorability and recall (Misra and Beatty, 1990). This effort to represent product and service imagery in ways that insinuate them into the consumer’s perceived needs and interests has always been the primary task of marketing. A clear understanding of what consumers expect in gender role endorsements can help marketers in the evaluation and planning of the portrayal of product characteristics in different markets. Popularity This has been taken to heart by advertisers. The use of celebrities to advertise aproduct is based on the assumption thatgetting famous personalities to represent abrand will result to a higher degree ofadvertising appeal, believability, and recall ascompared to anonymous models. Numerous studies have indicated the link between celebrity attractiveness and attitude changes toward issues, product, and advertising evaluations (Caballero and Pride, 1984; Chaiken 1979; Kahle and Homer, 1985). Others have suggested that when a celebrity’s physical attractiveness â€Å"matches up† or is congruent with the presence and degree to which the product or service advertised enhances attractiveness (i. e. , attractive celebrity linked with an attractiveness- related product) there would be a positive impact upon product/service and advertisement evaluations (Kahle and Homer 1985). Source Credibility Source credibility suggests that the effectiveness of a message depends on the â€Å"expertness† and â€Å"trustworthiness† of the source (Hovland, Janis, and Kelley, 1953; Sternthal, Dholakia, and Leavitt 1978). In general, a message source with higher credibility tends to be more effective than one with less credibility (Sternthal, Phillips, and Dholakia 1978). Since higher levels of source credibility tend to be associated with more positive attitudes toward the message and lead to behavioral changes (Craig and McCann, 1978; Woodside and Davenport, 1974), advertisers will opt to use celebrities if they think that they have a high level of credibility. Researchers have identified three components as making up the credibility construct: knowledgeor expertise, trustworthiness, and appearance or attractiveness (Baker and Churchill, 1977; Joseph, 1982; Kahle and Homer, 1985; Maddox and Rogers, 1980). Attempts to measure the impact credibility on consumers’ intentions to purchase indicate that only â€Å"expertise† had any significant influence on intentions to purchase. There also seems to be a direct correlation between believability and overall advertisement effectiveness, as measured by purchase intentions (Kamins, Brand, Hoeke, and Moe 1989). Credible spokespersons are perceived to be moresocially and intellectually competent, andhave higher levels of integrity which makesthem more persuasive (Till &Busler, 1998). Brand Congruence The term â€Å"congruence† is used in several research areas, particularly brand extension, co-branding, sponsoring, and endorsement. In all these cases, the aim is to assess the fit between a brand and another entity. A variety of terms have been used (congruence, fit, link, â€Å"match up effect†, etc. ) but the general concept is the same. In the field of celebrity spokespersons, congruence was not really defined as such until Misra and Beatty’s work (1990, p. 161). They deduced that it consisted of the factâ€Å"that the highly relevant characteristics of the spokesperson are consistent with the highly relevant attributes of the brand†. A number of authors have studied specific aspects of celebrity, such as gender and skin color (Huston, d’Ouville and Willis, 2003) or physical attractiveness (Kamins, 1990), but few have analyzed congruence in the broader sense. Purchase/ Buying Intention Endorsers who are liked, perceived to be trustworthy, expert, and attractive, are said to have more positive influences on advertisement believability and brand image,which can contribute to purchase intentions. They possess the ability to arrest and lure readers to an advertisement, thus making the communication more effective. Goldsmith et al. (2000) claimed thatcredible endorsers have been shown to have amore positive effect on consumer’s attitude towards the advertisement. Crediblespokespersons are perceived to be moresocially and intellectually competent, andhave higher levels of integrity which makesthem more persuasive (Till &Busler, 1998). These credible endorsers have the ability tosignificantly increase purchase intentions(Liu et al. , 2007; Pornpitakpan, 2003;Erdogan, et al. , 2001). Past researches suggest that messagesource characteristics affect the consumer’sattitude towards the advertisement which inturn affects their attitude towards the brand(Goldsmith et al. , 2000; Shimp& Gresham, 1985). Emotions and attitudes formedtowards an advertisement predict brand attitudes (Yoo&MacInnis, 2005). In addition, Brown and Stayman (1992) claimed that there is a consistent relationship betweenattitude towards the advertisement andattitude towards the brand and purchaseintentions. McKenzie et al. (1986) stated thatconsumers are said to have a tendency topurchase products from brands where theydevelop positive attitudes (Goldsmith et al. ,2000). There is a consistent pattern showingthe effect of attitude towards the brand on purchase intentions. Lineage/Bloodline/Heredity Advertising literature also emphasizes the influence of cultural variables in advertising effectiveness (McCracken, 1989; Paek, 2005). McCracken (1989) argued that â€Å"the success of celebrity-endorsed advertisements depends on whether the endorser is meaningful within a culture’s consumer values and norms†. In McCracken’s Meaning Transfer Model, he claims that celebrity endorsers contain a broad range of meanings such as demographics, personality, and lifestyle. These meanings are transferred from the endorser to the product, and afterwards, from the product to the consumer. It is important for advertisers to understand the culture of their market for them to be successful. This is because â€Å"consumers respond to advertising messages that are congruent with their culture, thereby rewarding advertisers who understand that culture, and who tailor advertisements to reflect its values† (Paek, 2005). Hofstede (1984) describes spokespersons as ‘cultural heroes’ because they serve as role models, and they possess characteristics that are looked upon by society. Typically marketers are defined to have the ability to control the behaviors of customers, but actually they have neither power nor information for that. Marketer may influence their buying behavior but not control. Several individual and not individual affect consumer behaviors. Motives, perceptions, attitudes, experiences, self concept, values can be considered as individual factors. And not individual factors can be expressed as, culture, profession, family, reference groups. Culture Culture is the complex of beliefs of human societies, their roles, their behavior, their values, traditions, customs and traditions. Culture is an extremely important concept to understand consumer behavior and that needs to be examined. Culture is the sum of a shared purpose among members of society, customs, norms and traditions. The basic reason of person’s desire or determination is culture. Geographical regions and religions are essential in the formation of sub-culture. The preference of individuals who live very close to each other can be different. Individuals belonging to different have different sub-culture values, attitudes and social structures of the members of other sub-culture. These differences, sub-cultural segmentation of the market activity has made an important variable. It is important to know thecharacteristics of the sub-culture in creating the marketing mix price, brand name identification, promotionalactivities and product positioning. Social groups, although they don’t show in a formal process of similar lifestyle shows are groups formed by individuals. There are several features of social class. First, the behavior of members of the social class structure, education levels, attitudes, values and communication styles are similar, and these characteristics are different from other social class members. Second, individuals’ status is determined according to their societies. Third, social classes are determined not by according only one variable, also by such variables like education, income, living area, activities and values. Demographics Endorsement Attributes †¢ Physical Attractiveness †¢ Popularity †¢ Source Credibility †¢ Brand Congruence †¢ Bloodline/Heredity/ Lineage Buying Intention H2 H1 Figure 1. Research Framework H1: There are no significant differences in the level of effectiveness of endorsement attributes when respondents are grouped according to demographics. H2: Endorsement attributes significantly contribute to buying intention. Methodology Research Design The research was conducted to know the effectiveness of endorsement attributes and its impact to consumer buying intention. The study used Descriptive Diagnostic Method to determine the endorsement attributes and its impact on consumer buying intention. Descriptive research (Kothari,2004) is used for studies that are concerned with describing the characteristics of a particular group, whereas Diagnostic research determines the frequency with which something occurs to its association with something else. The data had been carefully studied and statistically interpreted as what they implied. The collection of data was in the form of questionnaires that were floated to the individual respondents. These questionnaires contained specific set of questions in order to obtain useful data that would lead the researchers to meet the goals and objectives that were set for the study. Respondents Majority of the respondents were randomly selected when the researchers floated the questionnaires. There were 200 respondents for the study. The respondents in this survey consisted of 101(50. 5%) males and 99(49. 5%) females. About 127 (63. 5%) young professional and 73(36. 5%) students. It was discovered that respondents 105(52. 5%) are from the urban area and 95(47. 5) of them come from the rural area. The majority of the respondents’ nationalities were Filipino with the total number of 109 (54. 5%) respondents followed by the foreigners with the number of 91 or a 45. 5 %. Data Gathering Tool Relevant information, researches, and data were gathered through primary and secondary sources. Primary information and data were generated with the use of questionnaires made and floated by the researchers. These questionnaires were sent out to the consumers who are particularly students and young professional. Part of the questionnaire included direct questions regarding the buying intention of consumers on several factors on the effectiveness of the advertisement. Secondary sources of data came from published materials like journals, theses, books that were obtained from Saint Louis University Library and other sources found from reliable websites in the internet. Instrumentation The questionnaire consisted in two blocks. The first block of the questionnaire focuses on the demographic profile of the respondents. The second block of the questionnaire is divided into five parts, with each measuring the physical attractiveness, popularity, source credibility, brand congruency and lineage/bloodline/heredity. On the left, focuses on the level of effectiveness and on the right focuses on the intention to buy. The Likert scale have been used to examine the level of its effectiveness of the endorsement if it is highly effective (4) or highly ineffective (1) and how consumers affect their buying intention where (1) indicates will not buy to (4) will surely buy. Reliability and Validity The questionnaire were tested through a pre-float, given to 25 individuals, conducted at New Lucban, Baguio City and was proven to be reliable. Cronbach’s alpha was used to prove the internal and reliability of the questionnaire. It is commonly used when Likert wanted to determine the reliability of multiple questions in a survey. Reliability Statistic for the questionnaire was conducted with a result of . 863 Cronbach’s alpha ratefor the level of effectiveness and . 877 for the intention to buy with an overall rate of . 901 which indicates a high level of consistency and reliability for the level of the effectiveness of a questionnaire. An item-total statistics was also conducted, which means the importance of the question in a survey and with Cronbach’s alpha rate of . 851. Therefore, the questions have the high level of consistency and reliability and it is valid to use in the survey. Results and Discussion This study aims to identify the endorsement attributes that influence the purchasing/buying intention of the consumers. Endorsement Attributes Table 1. Level of Effectiveness of Endorsement Attributes Indicators Mean SD Sig 1. Physical Attractiveness 2. 8795 .40254 .000 2. Popularity 2. 6075 .30141 .000 3. Source Credibility 3. 1040 .46763 .000 4. Brand Congruency 3. 1550 .61332 .000 5. Lineage/Bloodline/Hereditary 2. 7795 .53980 .000 Physical Attractiveness The overall results revealed that the physical attractiveness of the endorser has a mean average of 2. 8795 (? = 0. 01) has an effect to the consumer on how they endorse clothing. When purchasing clothing, most consumers look into how endorser would feel comfort and look presentable to them. Physical Attractiveness is one important attribute. As consumers wants a product to satisfy certain specific needs. The benefit is also a factor that consumers have in mind when purchasing clothing. Many researches in advertising and communication suggested that physical attractiveness was an important cue in how an individual judge another person at first 30 sights. It is because beauty usually made a better first impression. Because of increasing use of celebrity endorsement, attractiveness became an important dimension of source credibility (Ohanian, 1991). Popularity Popularity was measured using 12 items; an overall mean score of 2. 6075 (? = 0. 01) found out that there is a moderate effect with the popularity of the endorser regarding its effectiveness. Items regarding politicians and musicians endorsing had results, which are only slightly effective. This implies that choosing someone who will endorse a certain product also has an effect to the consumer. Leventhal (1994 in Miller 1994) suggests that celebrity endorsements are always a high-risk, high-reward situation and there is always a human element that you never know, and you have to weigh the potential risks vs. the potential rewards. McCracken (1989) suggests that endorsement is successful, when the properties of the celebrity are made the properties of the endorsed product. However, the study by Walker et al. (1992) found that the endorser, which may have certain attributes that are desirable for endorsing the product, then again, he or she might also have other, even more closely associated attributes that are inappropriate for a specific product. Source Credibility Respondents indicate their level of effectiveness when an endorser possesses trustworthiness and expertise. Source Credibility items was measured with an overall mean score of 3. 1040 (? = 0. 01) and found out that it is moderately effective. An honest/sincere person endorses food scored a highest mean of 3. 4400 (? = 0. 01) while a dependable/reliable individual endorses food items score the lowest mean of 2. 8450 (? = 0. 01). This implies that the personality of the consumers is moderately effective as the influential of the endorser through its knowledge or expertise. Source credibility was the degree to which the receiver would believe the source has certain degree of relevant knowledge and/or expertise and they choose to believe the information offered by the source (Ohanian, 1990). At first, source credibility simply meant endorser’s credibility in an advertisement (Aronson, Turner and Carlsmith, 1963). Eventually it was considered as an important factor which might affect consumers’ purchase intentions and attitudes toward advertising (Lutz, MacKenzie, and Belch, 1983). Brand Congruency An overall average mean of 3. 1550 (? = 0. 01) found out that endorsement on this items are moderately effective. Endorsing gadgets by an individual person that matches his character have an effect towards the consumer. With an overall mean result of 3. 3650 (? = 0. 01) ranked the highest by the respondents. While on the other hand, an individual that endorses food items that matches his lifestyle got the mean of 2. 9500 (? = 0. 01) being the lowest in terms of brand congruency. The term â€Å"congruence† is used in several research areas, particularly brand extension, co-branding, sponsoring, and endorsement. In all these cases, the aim is to assess the fit between a brand and another entity (a new product category, another brand, an event, or an individual) (Fleck and Quester, 2007). A variety of terms have been used (congruence, fit, link, â€Å"match up effect†, etc. ) but the general concept is the same. Lineage/Bloodline/ Hereditary Respondents indicated that the mean for that of an individual with an alien foreign citizenship who endorses gadgets 2. 7795 (. 03817) revealed that it is slightly effective in relation with their lineage/bloodline/heredity. The overall results revealed that the lineage/bloodline/heredity of the endorser has a mean average of 2. 7795 (. 03817) has an effect to the consumer on how they endorse gadgets. This implies that most consumers tend to buy gadgets which are endorsed by aliens who have a foreign citizenship. Consumer Buying Intention Table 2. Intention to Buy based on the Endorsement Attributes Indicators Mean SD Sig 1. Physical Attractiveness 2. 7215 .29872 .000 2. Popularity 2. 3820 .57176 .000 3. Source Credibility 2. 9005 .34793 .000 4. Brand Congruency 2. 9450 .42494 .000 5. Lineage/Bloodline/Hereditary 2. 4885 .43677 .000 Physical Attractiveness Respondents indicated their intention to buy when an endorser is physically attractive and was measured with an overall mean score of 2. 721 (? = 0. 01) An elegant person who endorses gadgets has the highest mean of 2. 5850 (? = 0. 01) while a sexy individual who endorses food items score the lowest mean of 2. 6350 (? = 0. 01) This indicates that the decision of the consumers is that they most likely will not buy as the influence of the endorser with regards through his/her physical attractiveness. Popularity Popularity was measured using 12 items; an overall mean score of 2. 3820 (? = 0. 01) revealed that consumers will most likely not to buy in relation with the popularity of the endorser regarding consumer’s buying intention. Athletes endorsing food items rated a mean of 2. 9000 (? = 0. 01) which is the highest rate among the 12 items. A politician who endorses clothing has the lowest rate with a rated mean of 1. 7500 (? = 0. 01). This implies that athletes who endorse food items have a great influence in a consumer’s intention to buy goods. Hence, a politician endorsing clothing is not influential as compared to the latter. Food Products especially Cereals has used top-notch athletes to grace the cover of their box for decades. Now, more than ever, the use of celebrity athletes to endorse food products is mainstream advertising. Michael Phelps and Frosted Flakes. Eli and Peyton Manning promoting Double-Stuff-Oreos. No doubt, these celebrity athletes can sell the goods. Source Credibility Respondents indicate their intention to buy when an endorser possess trustworthiness and expertise. Source Credibility items were measured with an overall mean score of 2. 9005 (? = 0. 01) and found out that they will most likely buy. Results of this study found that, honesty and sincerity was significantly associated with buying intention, in addition, this result coincides with study’s result of (Yoon, et al,. 1998) as they found that three dimensions of endorser credibility have normal significant with buying intention. A number of empirical studies have found that credible endorsers positively influence consumer attitudes toward brand, advertisement, and consumers’ purchase intentions (Agrawal& Kamakura, 1995; Kelman 2006; Amos et al. , 2008). Brand Congruency An overall average mean of 2. 9450 (? = 0. 01) found out that the intention of consumers are most likely to buy as there is brand congruency. Endorsing gadgets by an individual person that matches his character have an effect towards the consumer. With an overall mean result of 3. 0250 (? = 0. 01) ranked the highest by the respondents. It is similar based on the nationwide survey under Solar, where 57 percent of selfies said their priorities for the next two years would be to acquire gadgets while 49 percent also cited having a car/vehicle. While regarded as the â€Å"me, me, me† generation, the Sun Life study suggested that these selfies also aspired to be financially independent by having a business and properties while waiting to start their own families. This may be because respondents come from the so-called â€Å"selfie† generation—a new breed of young adults without financial dependents who form a growing consumer powerhouse in this country. Their typical two-year priority is to splurge on lifestyle-related consumer items like gadgets and cars. (Dumlao, 2013) Lineage/Bloodline/Hereditary The overall results revealed that the lineage/bloodline/heredity of the endorser has a mean average of 2. 2885 (? = 0. 01) this implies that most consumers will most likely not to buy. However, for food items endorsed by either an individual with alien foreign citizenship or a natural born Filipino, the consumers are most likely to buy. This may be because of Maslow’s Hierarchy of Needs where food belongs to the Biological and Physiological needs which must be satisfied first while fashion and gadgets on higher levels like Social Needs and Self-esteem needs. Demographics and Endorsement Attributes Table 3. Demographics and Endorsement Attributes Indicators Demographics Mean SD Sig Physical Attractiveness Filipino 3. 0156 .41481 .000 Foreigner 2. 7165 .32016 Popularity Rural 2. 5705 .25552 .002 Urban 2. 6410 .33532 Source Credibility Male 3. 0703 .59170 .000 Female 3. 1384 .29057 Student 3. 3671 .45858 .001 Young Professional 2. 9528 .40254 Rural 3. 1179 .29499 .000 Urban 3. 0914 .58262 Filipino 3. 1991 .61002 .000 Foreigner 2. 9901 .11358 Brand Congruency Male 3. 2475 .73900 .000 Female 3. 0606 .43444 Student 3. 3356 .49367 .000 Young Professional 3. 0512 .65196 Rural 3. 0084 .38028 .000 Urban 3. 2876 .74275 Filipino 3. 3771 .67311 .000 Foreigner 2. 8890 .39594 Lineage/Bloodline/Hereditary Rural 2. 7011 .42011 .000 Urban 2. 8505 .62236 Filipino 2. 7055 .64000 .000 Foreigner 2. 8681 .37175 Physical Attractiveness In the first of Table 3, it shows that physical attractiveness of an endorser is significant and it has an effect in terms of its nationality. It implies that it is important for an endorser to have the physical qualities of a person whether Filipino or foreign to make the advertisement effective. Bers and Rodin (1984) pointed out that children increasingly focus their comparisons on attributes they regard as personally important as they grow older, with physical attractivene

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The Primary Framework for Literacy and Mathematics - Essay Example These variations are built upon evaluation and research carried out since the late 1990s. The changes include: 1. Extending it to the beginning of funded education, to create greater coherence and continuity within and between stages of care and education 2. Creating a clearer set of learning objectives to support teachers and practitioners in planning for progression in literacy and mathematics, to help raise the attainment of all children, personalise learning and secure intervention for those children who need it 3. Bringing an increased sense of drive and momentum to literacy and mathematics through the primary phase, involving some scaling up of expectations and a greater focus upon planning for progression through a teaching sequence over an extended unit of work covering two or three weeks 4. Supporting schools and settings in implementing the recommendations of the Rose report through the provision of high-quality teaching of phonics and early reading 5. Supporting improved l eadership and management of literacy and mathematics to stimulate and improve standards further 6. Reducing workload and foster professional dialogue on how to use the Framework flexibly to meet the needs of the children. 7. Introducing a new, electronic format which allows for customised planning, teaching and assessment, with the ability to link quickly to a wide range of teaching and learning resources available through the Primary National Strategy. (DfES, 2006) The Primary Framework for literacy and mathematics differs from the 1998 Framework in that it involves an electronic version with simplified learning objectives. The electronic Framework provides a resource that will be added to and expanded, as well as providing additional materials and support and as the Framework project develops. This may include any necessary revisions to the Early Years elements, and the simplified learning objectives that give a broader overview of the literacy curriculum in the primary phase. The learning objectives of the framework are aligned to 12 strands that demonstrate progression in each of the strands. The 12 strands also create a direct link to the Early Learning Goals and aspects of English inside the National Curriculum. If the learning objectives are covered, this will enable the pupils to reach the desired Communication, Language and Literacy goals, and ensure that the appropriate National Curriculum levels are accomplished for the Key Stages. The strands of this framework include Speak and listening for a wide range of purposes in different contexts, Reading and writing for a range of purposes on paper and on screen Word recognition, Understanding and interpreting texts, creating and shaping texts, organisation and structuring of text, Engaging and responding to text, Sentence structure and punctuation, Word Structure, spelling and Presentation. (DfES, 2006) This framework also involves the Literacy Hour within which Pupils have daily literacy lessons where th ey are taught the knowledge, skills and understanding set out in the National Curriculum for English. The guidance in the renewed Framework still places emphasis on properly directed, carefully planned, purposeful learning and teaching. Initially, the context of the literacy framework required adequate attention to be given to how the lessons are organised and structured. The real challenge

Genocide as a part of international crimes Essay

Genocide as a part of international crimes - Essay Example The act of genocide is believed to be a severe violation of humanity. Even though, it was assumed in the early days, there has been a need for the international community to rise up and condemn the inhuman act. The international community came up strongly in the 1990`s to condemn such an act. This was a fight that required brave souls to strongly come up with legal frameworks that would make certain such offenses do not recur in future. High penalties were imposed on any nation or an individual that violated humanity. However, a lot of challenges have ensured that such standards are not achieved to the latter. Genocide is any act committed with intent to destroy part, national, ethnical, racial or religious group (Shaw, 2007). For instance, killing members of a particular group or causing both body and mental harm to a targeted group of people is also considered as an act of genocide. In most cases, the act is also accompanied by adding conditions that could physically affect them later. Such acts are deliberately done especially on grounds to suppress a particular group of individuals. Sometimes, enforcing measures that could prevent births within the group and transferring children of a group to another group using force could also be considered an act of genocide. Normally, the government or regime is always assumed to be in control of the state that is committed to eliminate one or more groups for political purposes. Threats from outside interference are not present. The killing is headed by the military and paramilitary organized by the state. In most cases, the victims are in no position to literally defend themselves. In the real world, the government believes that, the group is normally a threat to the dominate society regardless of whether the victim group was a cohesive or even enjoyed coherent unity. The group’s identification was based on their perception of

Theoretical framework Essay Example | Topics and Well Written Essays - 2500 words

Theoretical framework - Essay Example Hence the framework is an evolving design that inspires and facilitates theory and gets inspired and modified by it. The major â€Å"components† of a theoretical framework have been identified and listed as given below by Fitzpatrick and Kazer, 2011): (a) concepts that are identified and defined, (b) assumptions that clarify the basic underlying truths from which and within which theoretical reasoning proceeds, (c) the context within which the theory is placed, and, (d) relationships between and among the concepts that are identified (no page number). Following the method adopted by Schmieding (2006), this researcher has adopted an â€Å"integrative nursing theoretical framework,† a framework that has the many advantages (p.463). The benefit of an integrative theoretical framework is that it can be made as comprehensive as possible through bringing in different aspects of the same topic picked up from different theories and frameworks. The benefits, according to Schmied ing (2006) are that: It serves as a guide for both clinical and administrative decisions, forms the basis of the nursing philosophy, facilitates communication with patients and colleagues, helps identify congruent supporting theories and concepts, provides a basis for educational programmes, helps to differentiate nursing from non-nursing activities, and enhances nurse unity and self-esteem (p.463). My theoretical framework incorporates Callista Roy's adaptation model of nursing and the Orem self-care deficit model developed by Dorothea Orem and also a conceptual approach that nursing profession and education needs to have as their basic ethos, the values of equality and transparent communication (Masters, 2011; Hartweg, 1991). I have integrated these two theoretical frameworks because the Roy model has a patient-centered approach that anchors itself on the patient's adaptive abilities and the Orem model on the other hand focuses on the role of the nursing practitioner, by saying th at it is the role of the nurse to address the self-care deficits of the patient (Masters, 2011; Hartweg, 1991). In this manner, these two frameworks together gives a comprehensive new framework that integrates the role of the patient and the nurse in nursing care. This model thus balances the possible errors involved with top down and bottom up approaches. This model also facilitates proper communication just because in the Roy model and in the Orem model, the nurses have to constantly interact with the patient to find out how the status quo is evolving and what changes in their approach is needed. The Roy model views â€Å"the person as a holistic adaptive system in constant interaction with the internal and the external environment† and observes that â€Å"the main task of the human system is to maintain integrity in the face of environmental stimuli† (as cited in Masters, 2011, p.128). The role of the nurse here is only in a supportive role and â€Å"is to foster s uccessful adaptation† (as cited in Masters, 2011, p.128). The results of successful adaptation is understood as â€Å"optimal health and well-being, (†¦) quality of life, and (†¦) death with dignity† (as cited in Masters, 2011, p.129). This theoretical model has talked about three levels of human

Development of English as a Global Language Essay

Development of English as a Global Language - Essay Example "Standard English" is a general term for a form of written and spoken English that is considered the model for educated people. There are no set rules or vocabulary for "standard English" because, unlike languages such as French, English does not have a governing body that establishes official usage. The concept of "standard English" is therefore fluid. ELFE stands for "English as a lingua franca for Europe." It is promoted by some linguistics experts, and aims to standardise the use of the English language in the European Union. RP, as in "British RP," is short for "Received Pronunciation" - received from the Queen or King, as it were. It is sometimes defined as the "educated spoken English of south-eastern England." RP is itself sometimes called the Queen's English, which stands to reason, but the Queen's English is sometimes even defined as "the language of the United Kingdom." RP was sometimes referred to as "BBC English," since this was the traditional pronunciation to be heard on the BBC, but RP is not often called "BBC English" any more-as a result of the multitude of accents heard on the BBC these days. "Oxford English" is simply the dialect of English spoken at Oxford University. Some consider Oxford English the most standardised, and sometimes even as synonymous with "Standard English," whereas others consider it pompous and pretentious. Standard English: http://en.wikipedia.org/wiki/Standard_English RP: www.infowrangler.com/phpwiki/wiki.phtmltitle=Received_Pronounciation BBC English: http://en.wikipedia.org/wiki/Received_pronunciation Oxford English: Wikipedia. The rest of the information is something that I know. Official versus Global Status How does one language achieve such a status First, the using of language is a social act (Cameron, 1995); language is the means of communication. It follows that social change will contribute to a change in status of a language, as Knowles implies in his study of the history of the English language (Knowles, 1997). Next, that medium can become the official language (as distinguished from global) of a country when it is adopted (and adapted) as the mother tongue and used by "such domains as government, the law courts, media, and the educational system [of that country]" (Crystal, 2003, p.4). Finally, language achieves a genuinely global status as it "develops a specific role that is recognised in every country" (Crystal, 2003, p.3). English, however, did not achieve global status by way of one or two variables. Several factors contributed to the process and arrival of English as a global language. These factors are part of a slowly evolving phenomenon that parallel the social changes experienced by numerous cultures over many eras. Social Changes as Influences Political, military, economic, cultural, scientific and technological changes in society propelled the English language towards the historically significant status of "global language," since no other language has ever laid stake to so grand a claim. 1. Emigration and Invasion The Old Saxon language (also called Old Low German) and related dialects influenced Germanic populations. Germanic peoples from the coast of Frisia, Lower Saxony, Jutland and Southern Sweden emigrated to Britain during the Roman occupation of Britain, lasting,

The impact of climate change on logistics management Essay

The impact of climate change on logistics management - Essay Example It basically refers to the management of the activities for the collections of raw materials to the production at the factories to the distribution of these goods. The manager must coordinate with all of these pieces in a cordial manner for the effective management of the supply chain (Mentzer, 2001). Logistics Management is widely known concept in the global world. All companies rely on the logistics for the efficient flow of the goods and services. For Example: Industrial manufactures rely heavily on these logistics for the transportation of the mass-produced items. At the same time, the consumer goods manufactures want their goods to be delivered to the outlets and warehouses before the customer calls for it. Therefore, Logistics management has now evolved into one of the most important links in the supply chain process (DHL, 2010). Logistics refers to the part of the supply chain management that plans, implements and processes the flow of the goods and services from the source to the end consumer. It includes both thee forward and reverse flow as well as the storage of the goods. The vital elements of this part include all modes of transportation, inventory control and storage, packing and flow of information. Figure 1 shows the costs and investment in different sectors’ logistics departments. Climatic Change takes place over millions to thousands of years. It is a statistical shift of weather and climate that takes place, changing the environment of the earth. When analyzed over hundreds of years, the climatic conditions have patches of climate having similar qualities and properties. The shift from one climate to another climate takes place slowly and gradually in order to maintain the ecological system. The biggest climatic change that is being anticipated these days and is mostly in the news is global warming. It is a shift towards a hotter climate due to the green house gases

School Administrator Interview [iw6-d5] Essay Example | Topics and Well Written Essays - 1250 words

School Administrator Interview [iw6-d5] - Essay Example Schools has limited funding and quality education demand great amount of money. In this case, managing finance of school is very critical job. This paper outlines an interview of my school administrator. My school is a private organization. Our finance administrator, Principal, has a master degree in accounting and finance. With 10 years of experience, He is excellent in accounting, budgeting and financial management. His analytical skills and accuracy are fantabulous. His organizational and communication skill are magnificent. He can efficiently work on team or independently with minimal supervision. Having knowledge of private school finance systems, policies and procedures, he can manage multiple tasks in fast pace environment. I asked the principal some questions about his position and responsibilities. As a principal, he generates the operations and capitol budgets for next academic year. As an administrator he has good influence in developing district budget. He works with department chairs to make requests for year ahead budgeting. According to him, he gained all knowledge by experience. When I tried to enquire about state funding formulas, he explained that being private school, they are not held to state funding formulas. Finance management is very critical job. But most difficult task, according to him, is understanding why teachers and staff find it difficult to plan ahead and use purchase order system. He is saturated with reimbursement system. On asking effect of future school finance on education he said, increased finance will improve school performance. The expenditure of more money for education would lead to improved student outcomes. There are evidence to prove relationship between the amount of resources and student achievement (picus, 1995). The strong belief that money is important to improving school performance maintains a strong following. The quality of school facilities are important to student learning. He believes that more money would help school provide a higher quality education, which in turn would lead to greater student achievement. Many important educational programs are aimed at improving opportunities for groups of students with special needs are based on the assumption that additional resources are essential to their success (Roy, 2004). With more funds, Classroom size can be reduce which ensures increased attention per pupil and improve student learning. According to him, important outcome of sch ooling will be success in the labor market, and there is link between higher cost resource allocation patterns and improved career earnings. It can be argued that an important outcome of schooling is the ability of graduates to find and keep good, high paying jobs. While making the link between educational resources and employment (as measured by lifetime earnings or a similar measure), men who were educated in states with relatively small classes in the public schools and relatively high teacher salaries tended to have higher earnings than did men educated in states with relatively larger classes and relatively lower paid teachers. This findings suggest that small classes and high teacher salaries (both of which would lead to higher per pupil expenditures), may have a greater effect on future earnings. Again teacher education also affects student performance. There is positive

Holistic Nursing Essay Example | Topics and Well Written Essays - 750 words

Holistic Nursing - Essay Example In holistic nursing care, delivery of healing focuses on the relationship with the person, which contrasts with traditional nursing that has an orientation towards diseases and their cures. Holistic nursing emphasizes self-care practices, minding others and therapeutic use of the self to facilitate healing and creating patterns of wellness in others. The holistic nurse (HN), therefore, catalyzes and channels the healing process by respecting individual encounters about health, health beliefs and ideals. The caring process attends to physiological, psychological and spiritual needs of the patients contrary to traditional treatment methods. The HN supplements and enriches the nursing practice and consequently enables individuals to achieve their maximum healing potential (Mariano, 2007). The HN addresses the principles of respect and holism. Human beings differ from one individual to the other. The HN recognizes the totality of an individual’s (body, mind, emotion, and spirit) and their connections to the environment (culture, belief systems, relationships, and context). The second principle is choice and autonomy. Health is an equilibrium and improvement of well-being and not just absence of disease. Therefore, the key focus is on health promotion, prevention of diseases, health restoration, and relief of symptoms. The HN acknowledges that health is dynamic and constantly changes from a state of well being to illness. Therefore, the HN empowers the clients to make the right choices to promote their health. The third attribute in HN practice is autonomy. Nursing practice is a science that uses theory, critical thinking, reflection, and research. The nurse is to respect and give the clients the freedom to make their choices regarding their health irrespective of their knowledge and experiences. The holistic art of nursing stipulates nurses should integrate care, responsibility and deliver spiritual care in nursing.

Windows Server Backup Essay Example for Free

Windows Server Backup Essay There are several ways to work with and use backup data sets when working with DCs in Windows Server 2008 R2. Backups are performed with Windows Server Backup or through its corresponding Wbadmin.exe command-line tool. Both are Windows Server 2008 R2 features and must be added to the server to be made available. They are not installed by default. Backups are not discrete. They capture critical volumes in their entirety. On a DC, these volumes include the following: The system volume The boot volume The volume hosting the SYSVOL share The volume that hosts the AD DS database The volume that hosts the AD DS logs If you want to protect only the system state data, you must use the Ntdsutil. exe command-line tool. To do so, you must use the new IFM subcommand available in Ntdsutil.exe to capture this information for Install From Media installations. If the installation is for a read-only DC, this tool automatically strips AD DS secrets from the data to create secure installation media. Backup operators cannot create scheduled backups; only members of the local Administrators group have this privilege in Windows Server 2008 R2. In most cases, this means being a member of the Domain Admins group on DCs. If a server is down, you must use a local copy of the Windows Recovery Environment (WinRE) to restore the system. WinRE can either be installed locally or found on the Windows Server 2008 R2 installation media. I would recommend that you perform backups every night while employees are not working to avoid having a slow system.

Candide and Redemption, Moral Truth, and a Just Society

Candide and Redemption, Moral Truth, and a Just Society Candide and the Theme of Redemption Voltaire view of redemption is that it has to be bought. Candide, the primary protagonist, lives with Baron before his expulsion. One of the teachings that he clings to is optimism in life. He is expelled from Barons castle and losses the girl that he loves dearly-Cungode (Voltaire, 1999). After the expulsion he sets to travel the world though not by choice by due to various circumstances. His journey and life shows that when a person is optimistic in the end they get saved from the sufferings that they have endured. His redemption from the misfortunes that he has suffered is made possible at the end when he not only gets Cungode back but also finds a family and farming career which makes him happy. What remains apparent is that for Candide there has to be a price paid for a person to gain back what was his. For example, he purchases the freedom of the old woman, Pangloss and Cunegode. The willingness that Candide had to purchase back this people indicates that he believed that to get redemption a price has to be paid. The other example is that in order to save her beloved Candide had to kill two people. Salvation therefore comes but only at a price that a person must be willing to pay. Candide and the theme of Moral Truths Moral truth as presented using the protagonist Candide is subjective implying that there can never be an absolute level of morality. By extension, this means that moral truth is when the good that a person does surpasses the evil that they have committed. For example, Candide makes a statement that if I had not been so lucky as to run Miss Cunegondes brother through the body, I should have been devoured without redemption'(Voltaire, 1999).. This statement indicates that Candide killed to protect himself and there he is justified for doing so. The other example is when Candide kills the monkeys that were biting the buttocks of young ladies. He is relieved and says that although he killed two people he has saved the lives of the girls Also, moral truth involves striving to ensure that the lives of beloved ones are improved whenever one can. For example Candide helps Pangloss, Cunaagode and the old woman with a pure heart. He purchases a farm and they start cultivating to improve their lives. When asked if this is the best of all possible words as Pangloss used to teach Candide does not give an absolute answer but sates We must tend our garden. This implies that the moral truth is simply hard work and improving life. Candide and the theme of Just Society The society is in many ways presented as being un-just. Candide and other characters are always placed in a situation where they have to suffer in the hands of bad people. For example Candide is expelled from Barons castle simple because he was found kissing Cunegode. It is not fair that Candime has to take the blame alone.   On his journey he is brutally flogged without a good justification. There appears to be a great gap between the rich and the poor. Those who are powerful take advantage of the vulnerable within the society. All this occurrences make the society to be evil. For example, women are used and the damped if they come from a lower social class as indicated in this statement; The old servants of the family suspected him to have been the son of the Barons sister, by a good, honest gentleman of the neighborhood, whom that young lady would never marry because he had been able to prove only seventy-one quarterings, the rest of his genealogical tree having been lost through the injuries of time'(Voltaire, 1999). The other example of unjust society is presented in the way slaves are treated without mercy by people who are in power. I need not tell you how hard it was for a young princess and her mother to be made slaves and carried to Morocco (Voltaire, 1999). This statement indicates that being made slave was involuntary but the slave masters were indifferent to their suffering. Reference Voltaire (1999). Candide. Boston: Bedford/St. Martins.

Oklahoma City and Low-Tech Terrorism :: Exploratory Essays Research Papers

Oklahoma City and Low-Tech Terrorism    Abstract: Ammonium nitrate can be a very beneficial compound when used correctly. It has allowed American farmers to produce more and better agricultural products for decades. The Oklahoma City bombing revealed ammonium nitrate's dark side, however. That bomb, constructed from basic fertilizer, awakened America to the dangers of the common compound. It also caused America to loose its innocence of domestic terrorism.    On April 21, 1995, America was forced to come to grips with terrorism on a scale never before witnessed on American soil. The bombing of the Murrah Federal Office building in Oklahoma City was the most deadly single act of terrorism ever perpetrated within the United States. Two factors combined to make the Oklahoma City bombing even more sinister and frightening than previous terrorist attacks against Americans: the identity of the alleged terrorists and the relative ease with which the attack was carried out.    In the immediate aftermath of the attack, media speculation focused on the possibility of religious extremists, possibly with the support of rogue Middle Eastern states such as Iran or Libya, having carried out the attack to make a political statement against their avowed enemies the United States. The World Trade Center bombing, the bombing of Pan Am flight 103 over Lockerbie, Scotland, and the bombing of the US Marine Corps barracks in Beirut had all been tied into Middle Eastern politics. When the FBI announced its intentions to prosecute Timothy McVeigh, a former US serviceman, and a couple of American accomplices, America was forced to come to grips with the idea of Americans committing mass terrorist acts against their own government and compatriots.    The initial speculation that focused on the Middle East was based on two principles: motive, an avowed hatred for America, and capability, a proven ability to make bombs and use them. The Oklahoma City bombing, if McVeigh is indeed found guilty, demonstrates that both motive and capability are present right there in America's heartland. As the FBI outlined how it believes the plot transpired, Americans learned just how vulnerable we are to terrorists.    The details of the bombing unfolded quickly. The FBI tracked McVeigh through his rental of a Ryder rental van that was located at the bomb's epicenter. Despite the tremendous force of the explosion, remnants of the van survived. The FBI was able to lift a Vehicle Identification Number, or VIN, from some piece of the 1993 Ford van.

The Incredibly Usable Cattail :: Botany

The Incredibly Usable Cattail Is it possible that cattails were the reeds in which baby Moses was hidden? Their range does include nearly all the continents. And even though cattails are wide ranging, commonly known plants, few know of their versatility. Nearly the entire plant can be eaten, excluding the leaves. Cattails were used many different ways medicinally, from a topical ointment to an internal remedy. The plants have also been used in a wide variety of miscellaneous purposes. Mostly, they have been used for weaving, but they also have been used for filling and more (Coon 1960). Although taxonomists have historically had trouble defining a couple species, North American cattail nomenclature is fairly straightforward. Cattails are monocots of the order Typhales, subdivided into two families: Sparganiaceae or the bur-reed family and Typhaceae. Typhaceae, the cattail family, is comprised only of the genus Typha. Four species of Typha occur in North America. The four North American cattails are: T. latifolia, T. angustifolia, T. glauca, and T. domengensis. T. latifolia has a range including Europe and Asia (Mohlenbrock 1970). In North America, it ranges widely from Alaska, through Canada, throughout the U.S. and into Mexico (Hotchkiss & Dozier 1949). It is common in every county in Illinois (Mohlenbrock 1970). T. angustifolia grows in Africa, Europe, and Asia (Mohlenbrock 1970). In North America, it ranges from the Northeast to the Midwest and also California (Hotchkiss & Dozier 1949). In Illinois it occurs throughout most of the state (Mohlenbrock 1970). Besides North America, T. qlauca and T. domengensis are also found in Europe. These two however, do not occur in Illinois. In the U.S., T. glauca ranges from the upper Midwest and Northeast down the Altantic coast to Florida and into Alabama. It also occurs in California. T. domengensis, being well adapted to brackish waters, grows along the coast from Delaware to Mexico and also occurs in the Southwest. Many common names are used for cattails. T. latifolia goes by the name broadleaf cattail, common cattail and soft flag. T. angustifolia has been called narrow leaf cattail and nail rod. Blue cattail and blue flag describe T. glauca. T. domengensis is commonly known as southern cattail. Other names include flagtail, marsh beetle, blackcap, water torch and candlewick, cat-of-nine tails and reed mace (Coon 1960). Some Native American names have been translated as prairie chicken feathers, eye itch, and roof grass. Typha's wide range can be accounted for by several features both physiologically and anatomically.

Problems In Todays Society :: essays research papers

Problems In Today's Society   Ã‚  Ã‚  Ã‚  Ã‚  There are many problems right now in the society. Some of these problems can be easily solved, or can be impossible to solve depending how bad it is. Many people think these problems should be solved by the governments, since they are in charge. But we can also solve these problems if we get together. Not all the problems, but some that can be solved. I think the three major problems in the society today are: unemployment, violence, and pollution.   Ã‚  Ã‚  Ã‚  Ã‚  The first problem in the society right now is unemployment. Many people today are either unemployed or underemployed. Some of these people just stay home and collect their welfare cheque every month, when they should go out and at least try to get a job. If there are more people like this, the country would be poor and therefore the government would have to collect more taxes. Also the standard of living would decrease because of their income that is way below the average income. Right now, there is also a big gap between the low income people and the high income people and this is becoming a problem. Low income people are starting to get lower wages and higher income people are starting to get higher wages.   Ã‚  Ã‚  Ã‚  Ã‚  Another problem in the society is violence. Today, there are many violence in the streets, some schools, and also in the media. These violence in the streets can cause the neighbourhood to become a bad place to live. This will cause people not to go there or move in there because of these violence. There are also many violence and gangs in some school, causing some of the school to be very unsafe to go. With these violence and gangs, students will probably be afraid of these people. In addition, the media can contain violence too. These violence, can cause kids to do what ever is on TV. For example, my little brother likes to watch wrestling and he sometimes does wrestling moves on me for no reason and thinking it's fun. Even though it doesn't hurt me because I'm bigger than him, he might hurt someone smaller in school or something.   Ã‚  Ã‚  Ã‚  Ã‚  The third problem in the society today is pollution. Many things these days cause pollution such as cars, air conditioners, refrigerators, factories, CFC cans, etc.. All these things together can cause a pollution problem in the society today. The CFC cans used to be a serious problem to the ozone layer, but luckily it was taken off the market. Refrigerators and air conditioners are also a problem to the zone because of the liquid called freon.

Ethical Codes Essay

Over the years, there have been a lot of technological developments in the field of psychology. These developments have not left psychological assessment and testing behind as it has also been affected. However, there are a number of ethical issues that have been raised in this field concerning computerized assessment and testing. The main aim of these testing is to ensure that human beings have a better life in future. It is believed that this field has a very complicated technology and therefore very few graduates are there to operate and execute the commands that the computers in this field needs. This means that most of those people who are using computerized assessment and testing are armatures. Thus, there is poor interpretation of the results. The departments that are responsible for this are fully aware of this and they still allow these inexperienced people to conduct tests on human beings. This can be termed as ethically inappropriate. (Lewis, 2000) In addition, computers are machines and therefore they do not have any feelings. It is therefore obvious that while they are used in assessment and testing, they operate on some specific commands and thus, they will only give feedback based on those commands. Human beings are known to be unique and therefore there is a chance that they will not behave in the same way. Therefore, the computerized assessment and testing has also been cited as being dehumanizing as the machines operate under some specific commands. The ethical code that pertains to this type of testing and all the relations to assessment and testing is the code of fair testing and practices. There is no fair testing and practices as the practitioners who practice in this field are fully aware that they are not giving the best to their clients. (Lewis, 2000) As a practitioner, it is always advisable to give the best to the clients and at the same time to be fair in all the activities. I would therefore do more research and ensure that I am well conversant with all the practices that are involved in the computerized testing and assessment. Where possible, I would conduct more research to see to it that computerized testing and assessment is more client-friendly and it is not dehumanizing. ? References Lewis, A. (2000). Psychological Assessment & Testing. New York: Pearson Education.

Organic Food and Wild Oats Essay

Strong revenue growth Focused growth strategy Wide product portfolioWeak international operations Conservative international policy Increasing rental expenses OpportunitiesThreats Higher demand for organic products Expansion in the UK Growth in private label productsIncreasing competition Labeling and other regulations Slowdown in the US economy StrengthsWeaknesses Strong revenue growth Focused growth strategy Wide product portfolioWeak international operations Conservative international policy Increasing rental expenses OpportunitiesThreats Higher demand for organic products. Expansion in the UK Growth in private label productsIncreasing competition Labeling and other regulations Slowdown in the US economy AI Global Management. 8-26-14. INSTRUCTOR: Who wasn’t here last week? I’m looking at Michelle. So you are the only one that wasn’t here last week? Mrs. Johnson were you here last week. I’m going to pass out the assignments for next week for you. STUDENT: The PowerPoint one. INSTRUCTOR: Whole foods. So what you had to do just to remind everybody you have to take a look at those two companies, and do some research, did find out strategically what really happened? STUDENT: Do you have extra copies? I wasn’t here last week. INSTRUCTOR: I thought I asked who wasn’t here last week? Okay. We have to strategically do some research on both of these companies. You have your case study in front of you very thorough. You have to find out what kind of decision was made that created really an issue for Wild Oats — because initially when this company was put together, they were killing Whole Foods. They were Whole Foods before Whole Foods existed. They were doing wonderful. Growing, expanding in the same type of market. I know both cases, so I know a lot of answers, but all of a sudden some decision was made in their minds relatively strategic, but it turned out to be some pretty bad decisions. How many of you has heard of Wild Oats. All of us have heard of Whole Foods because they are in existence. So you have to run this as if you are the CEO of both take both sides. Compare and contrast and take a look at Wild Oats, and what happened to them. Take a look at the great decision, and then things started going south relatively quickly for them. Yet Whole Foods was the underdog. Now Whole Foods is doing. Well, I guess. Manufacture moving forward.

Electronic Health Record Essay

An Electronic Health Record (EHR) is a system of records that are electronically managed, providing longitudinal information of the patient’s health.   The information is generated during one or more encounters with the patient.   Information can be recorded and stored under several sections including demographics, encounters, interventions, treatments, immunizations, prescriptions, laboratory and imaging data, etc.   The EHR is not only a recording system, but also helps in clinical decision-making.   It has several features incorporated such as providing reminders, precautionary measures to be taken, alerts, evidence-based information, tips in improving prognosis and the quality of care provided.   An EHR system can function within one department of the enterprise, in the entire enterprise, or even between several enterprises within a nation or region.   EHR’s can be customized depending on the type of department requiring them and the purpose for its use (NIH NICRR, 2006 & Gurley, 2004). Advantages of the EHR system:- †¢ Patient information can be stored for longer periods and would occupy lesser space †¢ Patient information can be accessed from any point in the hospital and also from one hospital to another, if needed †¢ Patient information can be secured and confidentiality can be maintained (as a particular user would be accessing the system with a username/password, and would get information only about his/her patient) †¢ Information can be updated from any of the user points †¢ Several features such as alerts, reminders, etc, which are very useful to the user can be enabled in an EHR system †¢ Built-in intelligence of the EHR would provide several benefits to the physicians such as providing evidence-based information, potential drug reactions, etc †¢ The quality of care can be improved †¢ The requirements and standards set by accreditation organizations, legislations and insurance companies can be more easily met using an EHR system †¢ Potential life-threatening situations and hazardous drug reactions can be better prevented and managed using an EHR system †¢ The patient workflow can be effectively managed if an EHR system is present †¢ Communication between several structures of the healthcare organization can be improved (faster and more effective) †¢ Depending on the needs of the hospital, a customized EHR can be enabled †¢ Risk assessment, management processes and error identification can be better enabled using an EHR system (NIH NICRR, 2006 & Gurley, 2004). Disadvantages of the EHR system:- †¢ Initiating and maintaining an EHR system may be very costly for the organization (however, the improvements in quality need to be considered) †¢ Training healthcare professionals in EHR use may be difficult (as it requires some amount of technical knowledge) †¢ Getting competent with the EHR system requires a sharp learning curve †¢ The EHR systems incorporated from one hospital may be different from another, which may hamper the flow of information – Lacks standard architecture and terminologies (effective interconnecting links need to be considered) †¢ Staff members may find it difficult to adopt to the clinical changes brought about through incorporation of an EHR system †¢ Slow systems may affect the workflow †¢ Risk of the system being hacked and data misused (certain standards should be compiled with and protocols need to be followed) (NIH NICRR, 2006 & Gurley, 2004).

Go Tell It on the Mountain

Twenty years after the book, John views on racism, religion, society, personal relationships, and sex will be different from twenty years before. John gains more experiences and knowledge, so he will have better understanding of these issues. Most organizations and movements are form in the 1950s. John will become a civil rights activist to fight for equal rights. He will also be fighting for gay rights. The religion awakening occurs in the 1950s. John might form his own religion or becomes agnostic.He will form organizations and charities to help African American communities. He will rebuild relationships with those that he hates in the past. Racism in 1950s still remained strong, but this issue was heating up. There were many civil unrest at that time. It was the beginning of civil rights movement. Blacks were frustrated the fact that they still haven’t got the equal rights the government promise. John’s past experiences will guide to him the forefront of the movement . In the past, He thought the blacks were inherently inferior than the whites.For example, he was happy when the white school principle told him that he was a very bright boy, but when his colored neighbor told him he would be a great leader, he was unmoved. If he was able to enroll into college after the book, he probably changed views on blacks. The knowledge that he gain and personal experiences should helped him to piece everything together. In his 34th birthday, he is no longer ignorant. He knows that his race is not inferior than the whites. Poverty, lack of education, limited rights and other obstacles are what stop blacks from moving on and be successful.This will motivate him to become a civil rights activist to fight for equality. In the book, he didn’t seem to have any negative feelings against his whites. As he grows older, he might develop hatred for whites, because he will suffer more prejudice and racism from whites when he starts to work in the outside world. Religion becomes popular again in the 1950s. Interest in religion was suddenly so high that, a new awakening was born. According to the book, John seems to have interest in religion. He falls asleep and does not concentrate on his religious studies.He doesn’t want to be a preacher like his dad, Gabriel. He questions the church, because it does things that contradict the ideal beliefs. For example Gabriel is Christian, but he beats his own wife and children. He even stole money from his wife. He’s a hypocrite just like the other ministers in church. During the twenty-four elders meeting revival meeting, the ministers are well-dress, well-fed, and full of themselves more than the holy spirit. The ministers are supposed to be messengers of god that forsaken worldly pleasures to serve the god and people. They even mocked Deborah of her rape.John will most likely become agnostic, or form his own religion that base on ideal beliefs. Agnosticism is a view that humans currentl y do not have enough knowledge to justify if beliefs of deities exist or not. If John has kids, he will teach his kids the knowledge of religion, but he will give them the choice to believe it or not. He will not force his kids to believe it like Gabriel did to John. Many religious parents are like Gabriel that only give their kids one-sided views and brainwash them when they are young. They constantly say terms, such as â€Å"Christian child†, â€Å"Muslim child† or whatever child.Those child are just kids, of course they will just listen to their parents blindly. The parents already make the decisions for them. John will give his kids the best resources, spent time with each of them, and put all his heart to raise them. Even though he hates his dad, but he will respect some qualities of his dad. He will forgive him, because he realizes that the environment is what creates the monster inside his dad. Gabriel spent his lifetime full with hate, hostility, unfulfilled am bitions and dreams, unrealized hopes and expectations, heartbreak, humiliation, and being demeaned and devalued.All these factors created all those negative traits. Gabriel could have been successful, but his path was paved by the white authorities and systems. John will visit his dad, and build a better relationship with his dad. Many blacks are in similar situations like John. They are poor, live in ghetto, don’t have enough food, have to deal with whites and many other problems. John will form organizations and charities to donate resources to black communities or other colored communities. He will set up schools for colored people too. He encourages kids to go to school, be who they want to be.He knows blacks need education in order for them to break the system and pull themselves out of poverty. They can’t change the system if they don’t know how the system works. Schools strengthen the new generations on fighting for equal rights. John wants students to de cide who they want to be, instead of letting their parents make the choices for them. Programs will be set up to teach parents how to deal with their kids efficiently and prevent child abuse. LGBT (lesbian, gay, bisexual, transgender community) rights movements were the most notable in 1950s. It took place all over the world, not just America.John acknowledges himself as a homosexual, but may not openly admit it. He didn’t accept his homosexual feelings when he was young. The society caused him to be ashamed of his homosexual feelings. Homosexual was forbidden in communities all over America regardless of what community you live in except gay communities. Discrimination against homosexuals is heating up in 1950s similar to civil rights movement. John may not able to join the gay organizations, because homosexual whites may not accept him. He will form his own colored gay organizations. He loved Elisha; he masturbated in school lavatories thinking of Elisha and older boys.He m ight confess his love for him even though he knows Elisha is not gay. John’s life revolves around a society that is full with racism, sexism, and other types of discrimination. He has to go though one of the crucial times of US history. The fact that he is black and gay already has a huge impact on his life during 1950s. The 50s were the time of minorities, such as colored people, and LGBT communities dealing with issues that US government ignored before that time period. He will be at the center of the movement guiding those that are in the similar situations as him.

Chinese History, Mao Zedong Essay Example | Topics and Well Written Essays - 1250 words

Chinese History, Mao Zedong - Essay Example As a result, Mao urged for the overthrow of the leaders that were against the party ideals through violent means. In the 1960’s, Mao as a leader of CPC observed that the leadership of in China was against revolutionary theory and hence likely to support the ideas of those opposed to communism. The period also saw the weakening of Mao political powers due to the failure of the â€Å"Great Leap Forward†. There was also increased economic crisis because of poor policies adopted by the regime. Mao began to reassert his authority by putting into leadership those of his views to attack existing party leadership. Such people included Jiang Qing Mao wife and Lin Biao the defense minister. The period saw the advent of Cultural Revolution in august 1966. The major effect was closure of schools and urging youth to take into task the party leadership for their support of non-communist values and lack of revolutionary spirit. The movement turned violent after a short period. The stu dents were in the forefront in the violence. They had formed the Red Guards that was responsible for harassing the aged and intellect in the Chinese society. This paper focuses on the role of violence in Chinese revolution in advancing political power and control of political dissent. Chinese revolution was characterized majorly by violence. The violence played a significant role to the achievement of the goals of the revolution. The violence mainly focused on countering anti revolutionary ideas and consolidation of powers. First, the violence helped in countering ideologies that were seen as going against the revolutionary ideas. In the initial phase of the revolution, violence was used to stem out those leaders that were seen leaning to capitalist ideas. The leaders were seen as a threat to Mao ideology of having a communist society. One of the targeted leaders was

Law and employment Essay Example | Topics and Well Written Essays - 3250 words

Law and employment - Essay Example Analysis In the timber company, safety and other health issues were the primary issues of concern. In this particular company, it came to be established that most of the employees were not happy with the job their job and the conditions at work. The morale of the staff is actually very down. The result of this is that there is decreased productivity while the work is increasing on the other hand. There are some departments in the company where employees do not even last a year at work before they leave the organization. An example here is the gluing department. The primary reason for this shortfall is because of the grueling activities that are involved here. In most cases this results in injuries being sustained in the course of their duties. Another issue is that the members are not given orientation when they get to the company. Most of the people here have injured backs, broken fingers and even hernias. Death has also occurred in this particular department. There are several area s that need to be addressed in this particular company. The first one is to do with the work conditions of the employees. This is actually the main area which will determine whether the employees will achieve the expected results safely of not. The other area that needs to be addressed is to do with the job training of the employees. ... There is also the aspect of safety. Safety refers to the condition in which an individual knows that he or she is protected against any harm, be it physical, emotional or otherwise. It is the feeling or act of safeguarding oneself from a situation which may be perceived as undesirable especially in the case of a person’s security. There are several advantages or benefits which can be attributed to the fact that an individual is safe. One of these is the fact that a person will have peace of mind when knowing that nothing grave is going to happen to him or her. At the same time, a person is in a position to move around confidently. In a work environment, safety ensures that the employees are in a position to enact their duties well and perform up to the expected level. It is of significant essence to ensure that there are safety systems put in place in a work environment. One of the reasons for this is to be in compliance with some of the requisite standards maintained by organ izations. Safety in the firm also prevents financial or legal liability on the side of the firm. It also ensures that the workers are in a position to work well within the organization. A safety department is also charged with the responsibility of conducting checks at the work place in order to ensure the employees have the right working conditions. This department is also allocated the responsibility of identifying any flaws which may be existent in the organization with regards to aspects of safety. The customers of the firm in this case range from those who come to purchase their products in the company premises to those that are in other external markets. In the case of those who come to purchase their merchandise in the

Health assessment and health promotion for the older adult Essay

Health assessment and health promotion for the older adult - Essay Example The case study involves an elderly widow, Mrs. G aged 88 years and living with her daughter. The daughter is also a single mother of three children aged 2 to 10 years. The family lives in a 3-bedroomed house in a very busy street. Mrs. G’s daughter is employed, working 12 hours daily for six day a week. The elderly woman has dementia and impaired vision. She also suffers back curvature and occasional gait. She has difficulty in swallowing, decreased appetite, and loss of weight. The widow keeps talking about her late husband who died approximately five years ago. 3. Changes experienced at old age Old adult age falls in Erikson’s psychosocial stage 8, a stage that is mainly characterized by back reflection in life. The developmental stage involves a feeling of despair and bitterness for those who have been unsuccessful and feelings of integrity for those who have successful life accomplishments (Cherry, 2012, p.3). Individuals experience various physical, cognitive, and psychosocial changes as they transition into older adult stage. Mental inability is a common condition at this stage of development and its roots are often traced from the changes in the brain that occur at earlier stages (O’Brien, 2012). The individuals lose concentration and their attention can be attracted to very petty events. According to Dr. Cheryl Grady, a senior scientist at the Rotman Research Institute, Baycrest, there is a significant difference between the concentration abilities in old and young people and the difference can be explained by some brain mechanism (O’Brien, 2012). The biological/physiological changes experienced in the body explain the other physical changes like visual and hearing impairment. These conditions are observed in the case study. Much of these physical and psychosocial changes have been observed in the elderly widow. She suffers from dementia. Mrs. G is also visually impaired and suffers back curvature and gait. She is highly distracted by the memories of her late husband. 4. Health promotion and prevention for the old adults Health assessment is necessary in the prevention of occurrence or further complications of health problems, especially for the old adults with chronic illnesses. Caring for these elderly people requires an understanding of the characteristic symptoms of mental disorders like dementia. To identify dementia, the care providers need to observe the cognitive impairment in these individuals including noncompliance and inability to follow certain directions. One of the key symptoms of this disorder is inability to think properly and carry out daily routines like eating, bathing, or dressing. They may also experience personality loss and inability to control their emotions. This condition may be managed to some extent through drugs, which do not treat the mental disorder, but slows it down and

Address Academic Integrity Assignment Example | Topics and Well Written Essays - 1000 words

Address Academic Integrity - Assignment Example Based on their observations, Teuscher, Valrhona, Lindt, Godiva, and Hershey (2012) have proposed the notion of chocolate-induced euphoria, a state of well-being and enhanced mood that follows shortly after the ingestion of various cocoa-based products. These authors have even argued that society at large would benefit if more citizens experienced chocolate-induced euphoria on a regular basis. Though the student has used in- text citation, there are no direct quotes. The original quote should be in direct quotes and properly referenced indicating the author and the page from which the information was obtained. Student C (female)  While popular authors have touted the benefits of eating chocolate for decades, some scientists have recently embraced this sentiment. In fact, Teuscher, Valrhona, Lindt, Godiva, and Hershey (2012) introduced the notion of â€Å"chocolate-induced euphoria,† which they defined â€Å"as a state of well-being and enhanced mood that follows shortly after the ingestion of various cocoa-based products† (p. 313). Teuscher et al. further asserted that societal benefits would follow if more individuals generated this emotional experience more regularly (p. 313). Student C has appropriately used the original quote. Direct statements from the authors are in quotation marks. The statements are also properly referenced showing the page and the authors. However, placing the names of the authors outside the parenthesis is inappropriate. Student D (male)  Some have discussed the emotional effect of eating chocolate, including euphoria (Teuscher, Valrhona, Lindt, Godiva, & Hershey, 2012, p. 313), a sense of calm (Cadbury, 2009, p. 105), reduction in depressive symptoms (Nestle & Quick, 2010, p. 5), and less stress (Ritter Sport, 2011, p. 400). Student E (female)  Because of the high sugar content in milk chocolate and some dark chocolates, nutritionists are reluctant to recommend that people increase their intake of chocolate. Some have advocated the

Reflection on skills Essay Example | Topics and Well Written Essays - 2000 words

Reflection on skills - Essay Example Humans gain different types of skills and knowledge in their courses of life experiences and formal learning. What is most important is what remains and is retained for purposes of applying it in the workplace. This essay is an explanation of the skills and knowledge I have acquired before and currently as a human resource student in our university class and an application of all these in workplace. An important knowledge I have acquired in the university is an understanding of leadership dynamics in the context of an organisation. Many other things in an organisation undergo change over time and so are the organisation’s leadership expected to change. Â  The shift from being static to dynamic/changeable is motivated by the need to achieve better performance whereas the push for better performance in many organisations is driven by the existing competition. This calls for the delivery of very quality services or production of quality products. This objective is normally well achieved through continuous innovation and creativity in the organisation. Agbor (2008) explains that leaders in organisations are sources and catalysts to innovation and creativity. An organisation’s leadership can be able to drive creativity by encouraging and managing diversity. This means the leaders should initiate a change in the organisation’s culture. According to Zaccaro (2001), the leadership structure of an organisation should be one that can support and sustain innovation process in the organisation. This means that necessary changes should be made to this structure. According to Zaccaro (2001), the factor of time is very important for leaders and this means leaders of an organisation have to choose wisely their time-orientation. This decision is very important considering the limited resource in many organisations. For example, long-term leadership perspectives are aimed at long term prosperity. Short-term orientation is important when aiming at immediate results and pay-offs. This usually becomes a good option if the organisation operates under social systems that are complex and insecure. However, leadership dynamics requires that organisation’s leaders should be able to adapt to the two perspectives because one perspective exploits the resources of the organisation. As an assistant manager, I was able to use time orientation skill in making long-term and short term decisions in the shoe company in response to existing organisation’s needs. I had to make a consideration of the available resources. According to Dyer (1999) competencies refer to context-specific behaviours that define success in a particular setting. I have come to acquire knowledge on diverse professional and personal HR competencies through this course. These competencies are grouped into core, role-specific and role leadership and management competencies, and personal attributes. The core HR professional competencies include compliance, stewardship, coaching and consulting , customer focus, technology expertise, talent, vendor and knowledge management, virtual teamwork, employee advocacy and , assessment and measuring skills (Brockbank and Ulrich, 2003). Â   According to Ramlall, (2006), personal attributes/competencies include result orientation, continuous leadership, commitment, and honesty and integrity. Leadership and management competencies include vision alignment, strategic thinking, resource management, networking, process excellence, teamwork, goal setting and performance development (Brockbank and Ulrich, 2003). Â  As an administrator in a beer factory, I utilised the HR competencies I had acquired during my past learning and online research to respond to customer needs. I did this in a way that adds value to the organisation while developing significant customer satisfaction. I also made sure that I handled employee issues in a way that it kept or increased their motivation no matter the situation. I am also knowl edgeable on the importance of practical and creative thinking skills in relation to HR. HR require

Marketing Techniques and Market Products in two Organizations Coursework

Marketing Techniques and Market Products in two Organizations - Coursework Example Some of the marketing techniques employed by Tesco Company include branding, relationship marketing, growth and survival strategies and brand building and positioning. The company creates a unique name and image for its products it is connected with strap lines; logos brand promise, colors and related benefits. Tesco has chosen various brands such as Tesco finest, Tesco value, Tesco organic, Tesco standard and Tesco Whole foods. Tesco is trying to ensure that they make profits in all aspects of their branding. On the other hand, Apple brand is leading in the computer industry with its Macintosh computers and the consumer electronics industry. It has built its brand and positioning through advertising campaigns through promotions such as event sponsorships. Apple Company has a brand personality that emphasizes in making people’s lives much easier by making its products readily accessible to customers. Both companies utilize the use of relationship marketing to build a relationship with their clients, encourage and reward those who are loyal, as they convince them to buy more products. When it comes to market penetration, product development, and diversification, Tesco has increased its sale in the existing markets, launched its product as Tesco Everyday Value and modified its existing products to appeal the existing market. The company has diversified into other services such as home insurance, mortgages, car insurance and other services. Marketers are faced with various challenges while doing their marketing activities. For instance, they are confronted with legal constraints. This means that the marketers have to comply with the Sale of Goods Act 1979 which empowers the consumer to claim back the money if they find a product to be faulty. The marketers are, therefore, tasked with the challenge of meeting the standards of their goods sold as prescribed by the sale of Goods Act. This  Act requires that a trader has to sell goods of good quality and as they are described.