Leadership scenario Essay

Presentation The reason for the paper is to investigate the different kinds of authority styles that influenced the inspiration of the worker. Jonathan and Dan have two distinctive administrative styles. Jonathan a director in store who likes to change the obligations of his subordinates. He is successful chief who is preferred by his representatives and everybody in grocery store needs to work for him. Dan a supervisor who favors a sequential daily practice and adherence with an attention on repeatability. He is mediator for 30 minutes mid-day break. The principle characters are two companions Alex and Stephanie. They work all day and this activity encourages them to pay for school. Alex works for Dan, he depicted as troubled and disillusioned. Stephanie works for Jonathon and consistently prepared to work, she is fiery and high roused. This case â€Å"A Question of Motivation† will be examined through the Needs †Goal Theory (Maslow), Equity Theory of Motivation, Hershey †Blanch ard Life-Cycle Theory and Path-Goal Theory. NEEDS †GOAL THEORY (MASLOW) â€Å"Maslow states that people have the five fundamental needs and conjectures that they can be masterminded in a progression of significance †the request where people for the most part endeavor to fulfill them†.(Certo&Certo, 2012, p.371) Inspiration has a critical significance in comprehension subordinate’s conduct; inspiration can impact this conduct to rich objectives. Maslow’s Motivational hypothesis depends on the possibility that human conduct is controlled through a set number of creating major needs which work in a fixed grouping. Need is characterized as a state of shortage. People are seen as a natural being having mental limits. The mental needs †the requirements that are normally taken as the beginning stage for inspiration hypothesis are alleged mental drivers.2 The Maslow progressive system of necessities begins from the base of the pyramid. Initial step is _psychological needs_, these requirements incorporate necessities like food, rest, water, sexual drive, breathing, air. These necessities required for body to endure and typical capacity. Subsequent stage is _security needs,_ they containâ security of family, wellbeing, body, assets, property, business, a sheltered workplace. Next is _social needs_, it incorporates the craving for social contact and communication, kinship, family, friendship and different sorts of help. Above social needs are _esteem needs_ which incorporate status, acknowledgment, certainty, regard of others. As they are fulfilled, individual goes upper and stands on last need_-self-realization needs._ At this stage an individual needs profound quality, critical thinking, inventiveness, want for accomplishment, self-awareness and improvement. The development starting with one level then onto the next was named fulfillment movement by Maslow and it was expected that after some time people were roused to constantly advances upward through these levels. For the situation study, â€Å"A Question of Motivation†, Robbins and Judge twelfth version a considerable lot of these levels are illustrated, for example, feeling of security â€Å"†Though pay isn’t incredible, it’s a solid employment that permit them some adaptability, which helps when booking classes†(Robbins and Judge, 2007, p. 712). It’s security of having an occupation and security of having the option to pay for school. A case of social needs portrayed in first section, it expresses that Alex and Stephanie became companions in light of the fact that comparable circumstance made them closer to one another. Their directors Dan and Jonathan are contrast in regard needs, particularly Dan is making Alex’s sense of pride plunge while it’s inverse for Stephanie. As indicated by Robbins and Judge â€Å"_A Question of Motivation,_ twelfth version, Alex’s chief (Dan) directs the produce office and favors for subordinates to work similarly situated consistently, he frequently mortify Alex. Stephanie’s director (Jonathan) is neighborly, he urges his subordinates to build their mindset by giving imagination and working and working access various positions. Stephanie can be challenge grinding away that’s why she is exceptionally certain, while Alex feels like grotty and pointless in light of the fact that his administrator doesn’t let him show his capacities and put forth a valiant effort. Alex has a low self-gauge as a result of another laborer who is doing likewise work however she is another specialist and gets more cash than Alex. Stephanie’s chief causes her to experience self-completion needs; he puts the trust at her and what she is doing. When there is absence of things, Jonathan empowers his laborers the capacity to accomplish errands by requesting supplies She is encouraged, she has high critical thinking abilities, additionally she canâ apply her imagination on making new plans. This everything is the consequence of manager’s inspirational and the board aptitudes. Value THEORY OF MOTIVATION All individuals look for reasonableness between what they put into work and what they get of it. Adams calls these data sources and yields. As indicated by Certo&Certo(2012) â€Å"Equity hypothesis takes a gander at an individual’s saw decency of a business circumstance and finds that apparent disparities can prompt changes in behavior† (p. 369). This hypothesis dependent on the social correlation procedure of looking at the proportion of sources of info and results among oneself and an examination other, for instance, people contrast themselves as well as other people, and see what they profit by work. At the point when people aren’t rewarded reasonably when contrasted with their collaborators, they tend respond in various ways, including changing their work propensities to all the more likely receive the benefits, despise colleagues and the board for the disparity or in outrageous cases quit (Certo and Certo, 2012). Sources of info ordinarily include: assurance, resistance, difficult work, dependability, exertion, duty, backing of associates and subordinates, capacity, adaptability, individual scarifies, central core. Yields are regularly money related prizes: pay, compensation, costs, reward installment, travel, improvement, advantages, premium, notoriety, regard, applause and much appreciated, feeling of accomplishment and progression, advancement, boost. On the off chance that individual feels that sources of info are compensated by yields, at that point he/she is glad to work and progressively persuaded to keep contributing at a similar level. In any case, if singular feels that proportion of contributions to yields is less gainful than the proportion of others, at that point he/she gets unmotivated to work and diminishes contributing. For this situation â€Å"A Question of Motivation†, Robbins and Judge, twelfth version, there is an uncalled for in Alex and Stephanie obligations. Stephanie has a supervisor who motivates and engages her to settle on choices and attempt to give a valiant effort, while Alex’s manager Dan is by all accounts parsimonious for recognition and advancement, he keeps his subordinates down. That’s why Stephanie cherishes her activity yet Alex doesn’t. Jonathan gives Stephanie chance to get awards for good work. This gives her pride for her activity and motivation to keep working at the sameâ level. (Robbins and Judge, twelfth release). Alex is discontent with his activity. He becomes unsettle with work â€Å"I don’t even consideration any longer. What’s the point? In the event that I stock more apples, or something trivial like that, what does it get me-another sticker that says ‘good job†? ( Robbins and Judge, twelfth release, p. 713). Debilitated with Dan and his administration styles he quits any pretense of changing the circumstance, yet doesn’t quit in light of the fact that he needs the activity. Alex doesn’t need to battle about truth that another representative has been working less time and is being offered more since she advises praises to his supervisor. Alex and Stephanie work in a similar work environment, a similar work routine, however the input of this activity is extraordinary. My supposition that this sort of inspiration has just one side with great goal. As result, Stephanie is high inspired, while Alex is simply working for pay without getting any abilities. THE HERSEY †BLANCHARD LIFE CYCLE THEORY OF LEADERSHIP Authority is a significant manner by which individuals change the psyches (impact) of others and move brains of others and push associations ahead to arrive at recognized goals.†The Life Cycle Theory of Leadership is a method of reasoning for connecting styles with different circumstances to guarantee powerful leadership† (Certo&Certo, 2012, p.342). This hypothesis depends on the employee’s development and their capacity to work without oversight. Likewise this hypothesis expresses that fruitful pioneers should change their initiative styles dependent on the development of the individuals they’re driving and the subtleties of the assignment. Pioneers utilizing this hypothesis ought to have the option to put pretty much accentuation on the errand, and on the associations with the individuals they’re driving. As indicated by Certo&Certo, 2012, p.342, there are four distinct stages to the Life cycle: High undertaking †Low connections. In this stage workers first join an association, they normally need course and require explicit directions with respect to what to do. Representatives must be acquainted with associations methodology and strategies. The most suitable methodology is an errand arranged administration. High assignment †High connections. A chief turns out to be progressively recognizable withâ subordinates and trust in their presentation. At this stage, supporters may be happy to take a shot at the undertaking, however they still don’t have what it takes to finish it effectively. Low assignment †High connections. Pioneers center more around the relationship and less on course. The pioneer works with the group, and offers dynamic duties. As subordinates capacities and execution become evident and as experience expands, subordinates look for greater duty. Anyway supervisors proceed to help and empower subordinates. Low assignment †High connections. At this stage subordinates can take a shot at their own. They have high self-assurance and ski

A Dialogue Paper on Human Cloning :: Argumentative Persuasive Topics

A Dialog Paper on Human Cloning   This discourse is between two understudies at the college. Steve is a little awkward about cloning, while Sally presents numerous legitimate contentions for it. Steve presents numerous ethical inquiries that Sally answers. Steve: Hi, Sally. Are you mindful that the Scottish embryologist, Ian Wilmut, cloned a sheep from grown-up cells, and now, there are numerous good, financial, and political inquiries that must be replied. Sally: Interestingly enough, I was simply finding out about this subject in a magazine. I was flabbergasted at the straightforwardness of the cloning procedure utilized by Dr. Wilmut and his partners. The way toward cloning a sheep starts by taking the cells from the udder of a grown-up sheep, and setting them in a culture with not many supplements. The motivation behind this is to starve the cells with the goal that they quit partitioning. This switches off the dynamic qualities. While they starve these cells, they take an unfertilized egg from an alternate ewe, and expel the core from this unfertilized egg. At that point, they place the unfertilized egg cell close to one of the first starved cells Steve: How do the two cells meet up? Does it happen unexpectedly? Sally: No, it doesn't occur suddenly. An electric heartbeat combines the two cells together. A subsequent electric heartbeat makes the cell isolate. Following six days, Dr. Wilmut set this undeveloped organism into an alternate ewe, and after an ordinary incubation period, the new child sheep named Dolly was conceived. She was named after Dolly Parton. Steve: But cloning isn't new. In 1952, specialists in Pennsylvania cloned a live frog. What makes Dr. Wilmut's accomplishment so exceptional? Sally: Yes, the facts demonstrate that a frog was cloned in 1952, yet those researchers utilized an early stage cell. Dr. Wilmut utilized a grown-up cell. Steve: What is the distinction between utilizing an early stage cell and a grown-up cell? Sally: Embryonic cells are undifferentiated. Undifferentiated cells have not experienced changes that make a few cells into skin cells or muscle cells or synapses, for instance. Undifferentiated cells can turn out to be any cell in the body since it can actuate any quality on any chromosome, yet as cells create, the DNA of specific cells overlap specifically ways making huge segments of the DNA blocked off. This ensures an inappropriate qualities don't get turned on at an inappropriate time or in an inappropriate spot.

How to Manage Growth versus Profit

How to Manage Growth versus Profit Entrepreneurs go into business for various reasons, and the two most common ones are either to make a lot of money from profits or to make the company grow. Some are more focused on making their business grow and expand, while others are more intent on earning profits. There are those, however, that are of the belief that the two goals can actually co-exist; it’s just a matter of managing them together, at the same time. © Shutterstock.com | pogoniciBefore we can get to discussing how such a thing is possible, however, it would be best to understand Growth and Profitability first. In this article, I will start with explaining 1) growth versus profitability, and continue then with 2) how to manage growth versus profit.GROWTH VERSUS PROFITABILITYAs a business owner, what would you prefer? A profitable business, or a growing business? If you compare two businesses, will you immediately conclude that the one with a higher profit margin is the better, or more successful, one? Will you automatically assume that the more profitable business is the one that is better managed?Things are not clear-cut like that.There are two mindsets currently at play here.The Profitability MindsetProfitability is, obviously, the ability of a business to earn a profit, or to have something left after all costs have been deducted from the revenues. The key document that will take center stage here, therefore, is the Income Sta tement, or the Profit and Loss Statement.The profitability mindset clearly has one direction: to maximize profits. Clearly, the downside of this mindset is that it usually ignores the long-term consequences of business decisions that usually revolve on how to increase revenues and lower costsBusinesses that value profitability more than growth are more inclined to have business practices geared towards making profit.Focusing on more profitable itemsThis is most applicable to businesses with a diverse product or service line. There is a need to identify the product lines or product mixes that yield higher revenues, and focus on producing and selling more of them. They generate more money, so the business will naturally have to concentrate more of its sales effort on them. This is also referred to as “up-selling”, or selling the premium products that contribute the most amount to the profit that you are getting from sales.Increase revenuesThe following strategies are often employe d by businesses in order to increase their sales revenues:Reassessing your costing and pricing strategy. Maybe you are pricing your products or services too low. It is advised that you perform a regular review of your pricing, taking into account changes in the marketplace.Apply diversification. Develop new product lines or offer new services that the customers are clamoring for. This can also mean that company should consider “cross-selling”, or offering complementary products alongside their main products. For example, instead of just selling tooth paste, you can also sell tooth brush as a complementary product.Find new customers through market research and marketing. This also means you should find out who your best customers are; in this context, the best customers are those that are most likely to develop loyalty to your products. Many businesses claim that profitability has higher chances of increasing if you focus on your most profitable customers, even if it means that y ou have to let the less profitable customers go.Expand the market you are currently in. When done right, moving into new markets can boost your business’ profitability.Increasing staff productivity. Boost the morale of your workforce in order to encourage them to increase their productivity. This is one way to guarantee that your products and services remain at a high quality.Manage your costsThere are several ways to go about decreasing and managing costs.Managing inventory through controlling stocks. Are you making effective use of your working capital? Reassess your inventory system to see if it is working to your advantage or not.Negotiating for lower or discounted prices with suppliers in order to decrease direct costs. Check if you are getting the best deal from suppliers. You also have to regularly review your supplier base, since there may be new suppliers that offer the same â€" or better â€" quality, at cheaper prices.Putting restrictions on manpower hiring to decrease i ndirect costs. In short, hire only who you need. If you notice some workers having idle time, look for a way to utilize their skills that will still be contributory to your operations.Applying saving or minimizing measures to decrease overhead costs, such as in utilities and power consumption. This also entails evaluating your operating efficiency. Are you getting the most of your space? If there are unused space, are they idle, or could you do something in order to earn from it? The same is true for unused services; are you spending on unused phone lines?Streamline your processes in order to increase efficiency. Perhaps you can even shorten the time it takes to complete one process by combining them or cutting out those that are redundant.The Growth MindsetFirst, we have to define growth. In general terms, it is an increase or development in size, amount, degree, value, or level. In business terms, it refers to the increase in the ability of a business, or an economy as a whole, to produce goods and services.Business owners that have a growth objective look towards revenue and profitability as the primary growth factors; meaning, they look at their revenue and profits in order to ascertain whether they are achieving business growth or not.However, beyond profits and revenues, there are other factors that also indicate business growth, and we will look at some of them.ExpertiseA business should be able to grow its experience and expertise, and these can be seen in its ability to expand its line of products and services. Another would be in how it is able to expand its target market, which is usually accomplished by creating or opening new channels of distribution.The very volatile nature of the market entails business to be able to change or evolve with it. A business that is not able to keep up with the changes in the market cannot be expected to grow since it will essentially be stuck in a rut.Therefore, exercising flexibility is very important. The business es should exhibit a willingness to adapt to the changes. It should be open to trying new things.PerspectiveBeing narrow-minded will get you nowhere, and this also applies in business. The business should practice having a broad perspective so it won’t box itself in a corner. This is essentially more about the business owner and the internal workings of the business, rather than external factors such as the customers and the competitors.There are several ways to ensure that you keep your business perspectives wide: They include attending seminars and actively participating in workshops; acquiring new learning by attending classes or enrolling in formal courses; getting face-time or personal interaction by joining groups of like-minded individuals as well as groups that are all about collaboration and sharing strategies.ReputationMany businesses seem to get by on reputation alone, and there is a lot of truth into this. If you look past the numbers â€" the sales, the profits, the ass ets, the net worth â€" and the only thing that a business will have going on for it is its reputation, or how the market perceives it. Therefore, the business must clearly display an ability to create a solution for the customers or, failing that, to lead them to a solution.When a business sells a new product, customers have zero knowledge about it. Customers will then decide whether or not to try the new product based on what they have heard or read about the business. In short, clients and customers will buy products or avail of services based on a company’s reputation. In the long term, clients and customers will continue to buy products or be loyal in availing the services of a company based on a combination of user experience, quality of the offering, and the reputation of the business. These go hand in hand.How does a business grow its reputation? Of course, the first thing it has to do is to ensure that it offers high-quality products and services. Other activities include the following:Implementing effective marketing campaigns highlighting the products or services offered by the business. These encompass making your business’ presence felt in various media, such as print and broadcast.Being affiliated with accredited and recognized business associations, groups, and similar bodies. An example would be how many business companies obtain recognition from BBB, or the Better Business Bureau, a non-profit organization that focuses on advancing trust in the marketplace.Staying in touch with your customers or clients by conducting surveys and other information drives or campaigns.Just because your business successfully managed to increase its revenue and profits over the years does not automatically mean that your business is growing. There are also other factors at play, and you should pay attention to them if you hope to be able to claim that you have, indeed, achieved business growth.The growth mindset is more focused on generating consistently high l evels of earnings, and they are more inclined to reinvest their earnings in order to continue expansion plans for the business. Of course, you will find this mindset to be followed more by startups or relatively new companies.A Comparison Between the Growth and Profitability MindsetFrom the discussion above, we could easily surmise that the profitability mindset appears to be more short-term oriented than the growth mindset. For lack of a better word, the former seems to be the shallower perspective. A business owner can aim to make profits without giving much thought to the growth of his business, but a growth-oriented business owner cannot hope to have his company growing without taking note of how much revenues or profits it is making.From the point of view of an investor, growth will outweigh profitability every time. True, they will take note of the final figures on the income statement, but they will put more weight on the growth factors exhibited by the business. For them, a business that exhibits growth faster or in greater leaps is more likely to provide them better returns on their investments in the future. Even in this scenario, they are looking at the long term. Thus, more than the income statement, they will scrutinize the cash flow statement more closely, placing more importance on the business being “cash flow positive”.HOW TO MANAGE GROWTH VERSUS PROFITBelieve it or not, growth and profit have a healthy relationship. It is a fact that, in order to make a business grow faster, you also have to make it earn profit faster. The more profitable a business is, the greater are its chances of growing.But interspersed with that healthy tension is a bit of trade-off. Some businesses, in order to make their profits look good, will have to hold back on some of their earnings and not invest them for growth purposes. Or, in contrast, in order to focus on achieving growth objectives, the business will invest its dollars, even if the profits will end up w ay down there. Fortunately, this is a trade-off that is actually manageable. Growth companies can still actually make a profit.So how does one manage growth against profit, striking a balance that will actually pave the way for the coexistence of growth and profitability?Focus on customers’ needs instead of competing head-on.Grow customer benefit in order to grow your business. In simpler terms, give more importance on customer benefit, or the reward that the customers receive from choosing the product or service that your business offers. This is a strategy employed by big names such as IKEA, Home Depot, and Dell. Instead of going up against competitors, they worked on fulfilling what their customers need and want.It is simple, really. If a customer is greatly satisfied with the benefits derived from using a product or service, they will be more willing to spend money on your offerings, adding to your revenue and, ultimately, to your profit margin.To this end, it is important to get to know your customers. Create a database that contains more than adequate information on your customers. But do not just focus on your existing customers. You should also be able to draw information on your competitors’ customers, as well as those that are neither your, nor your competitors’, customers.Come up with a value strategy.Create value for your customers. Deliver perceived high-quality offerings, which means your products or services must be delivered at a competitive price and within the shortest time possible. You should also make sure to deliver them with excellent customer support or service. After all, the best way to establish high customer satisfaction and build a loyal customer base is to create and deliver value.This is why you should know who your customers are. If you understand them, you know what they need or want, and you will be able to produce exactly what they need or want.We have already established that customers will be more willing to spend mon ey on products or services that are deeply rooted in customer benefit. If you provide them high quality or great value, then they are also likely to agree to pay higher prices. They will also be more than happy to recommend your products and services to others, and we are all aware that one of the best forms of advertising is through word-of-mouth.There is one other positive effect to this: you will be able to cut down on your marketing or advertising costs. And you know what lower costs mean: higher profit margin.Grow the market.Focusing on customer benefit will also lead to you growing the market, not just your market share. How is this possible?By learning what your customers need, you will immediately get to work to address those needs and meet their demand. As a result, you are bound to step out of your comfort zone, so that you will now be catering to other parts of the market, not just that specific share of the market that you were originally catering to.For example, a compa ny that originally sells toothpaste and breath fresheners will now venture into the production and distribution of products for teeth whitening and cavity treatment. As a result, the business will also expand to those markets, instead of just the toothpaste and breath freshener users, AND they will also increase their profits.Invest to earn profits.Growth usually means reinvesting what resources you have. In order to earn profit from it, you have to make sure to invest wisely. If the business decides to invest, it should choose its investments wisely. Pick those that will give them a healthy return, whether the investment is short-term or long-term.Profitability and growth need not be independent of each other. More and more businesses are gaining enlightenment with respect to profitable growth. It may take a while for all businesses to get past their narrower mindset and get on the bandwagon, but with enough motivation, drive and commitment, they will get there eventually.

Organic Fruit Or Conventional Fruit Should You Believe...

Hannah McDonough Professor Hart ENG 101 27 March 2016 Organic Fruit Or Conventional Fruit: Should You Believe The Hype? At some point throughout the week, you find yourself at your local grocery store to shop. You may compare prices, chose a product with a popular name over a store brand, and may wonder if buying organic is worth all the hype. Bombarded with healthy options, its common knowledge fruit is a healthy choice. Organic fruit mirrors the image of conventional fruit so it may seem foolish to spend the exorbitant price for organic. When buying conventional fruit you typically get the same quality for a cheaper price over organic; but paying more attention to the small expensive organic section may have its health benefits. Organic†¦show more content†¦Despite popular belief, organic and conventional fruit taste similar. When tested, people surprisingly couldn’t tell the difference between conventional and organic fruit â€Å"Does it taste better? Many people swear it does; but blind tests show no one can tell the difference: the belief is sheer hype.† Many people who eat strictly organic claim organic fruit tastes better, fresher and sweeter, but there is no scientific evidence to prove that this exists. People seem to be consumed by the appeal that organic fruit tastes better when it is very comparable to the taste of conventional fruit. Organic fruit does not contain the amount of pesticides and chemicals of conventional fruit but that does not seem to effect the overall taste. â€Å"Most studies report no consistent or significant differences in taste and organoleptic quality.† If you’re looking for strictly quality of taste, it may be beneficial to stick to conventional fruit for the cheaper price since both taste the same. The price of premium organic fruit greatly exceeds the more budget friendly conventional fruit. 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The Scientific Method Of Scientific Methods - 1387 Words

The Scientific Method The scientific method has been used for centuries to create a structured and concrete way to study a question. When looking at it from a psychology stand point, the scientific method allows psychologists to formulate a way to study and make sense of human nature and support their â€Å"haunches and plausible sounding theories†(Myers, 2010). Within the scientific method a theory is formed by everyday observations. It predicts behaviors or possible outcomes. Next a hypothesis must be formed. A hypothesis is â€Å"a testable prediction often implied by a theory† (Myers, 2010). A hypothesis allows scientists to then research their question and support their theories with plausible data and concrete findings. The research methods that help formulate scientists’ data and results are case studies, surveys, naturalistic observations, experiments and correlations. Case Studies According to the Myers text Psychology, case studies are one of the oldest research methods. 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It generally involves four distinct steps that constitute the â€Å"Scientific Method†. This paper describes the steps of the scientific method, and its application in a real-world scenario we experienced. Step 1: Formulating a Problem Formulating a problem can range from simple to difficult solutionsRead MoreScientific Method2313 Words   |  10 PagesScientific Method Scientific Method is considered a series of systematic steps and tools that leads to scientific knowledge. These steps allow us to carry out an investigation. Arises as a result of the experience that man has accumulated throughout its history such as the transformation that has been going on in the field of some experimental sciences. It is based on a series of steps and procedures organized for the entire cycle of an investigation. (Makafoosh, 1979) Exploratory research: isRead MoreScientific Method Essay1164 Words   |  5 PagesScientific method what comes to mind? 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As Darwin traveled on the H.M.S.Read MoreScientific Method and Steps in Scientific Inquiry664 Words   |  3 PagesScientific Method and Steps in Scientific Inquiry Thomas J. Tophia Jr. BSHS/435 May 26, 2016 Dr. Judith A. Geske Scientific Method and Steps in Scientific Inquiry This paper will define and describe the scientific method and the steps in scientific inquiry. This paper will further explain what the steps are in the scientific method of inquiry or research process and why each of these steps must be included to support the scientific method. Further the paper will briefly discussRead More The Scientific Method Essay1173 Words   |  5 PagesThe Scientific Method is the standardized procedure that scientists are supposed to follow when conducting experiments, in order to try to construct a reliable, consistent, and non-arbitrary representation of our surroundings. To follow the Scientific Method is to stick very tightly to a order of experimentation. First, the scientist must observe the phenomenon of interest. Next, the scientist must propose a hypothesis, or idea in which the experiments will be based around. Then, through repeatedRead MoreThe Steps Of Scientific Method843 Words   |  4 Pages The scientific method is when you have a specific problem and you go through steps to try and solve your problem. The steps of scientific method are develop a theory, check and analyze your theory, explain your hypothesis, and prove your hypothesis. Whether that hypothesis could be wrong, you can still change it. That is the best thing about theories, hypothesis, and the scientific method. An example of the scientific method is my automobile does not crank. I would check for gas because if thereRead MoreThe Method of Scientific Investigation779 Words   |  4 Pages The Method of Scientific Investigation Scientific investigation in my own words is when someone breaks down a problem to find a solution scientifically, but there can be more to it than just investigation a problem scientifically. Thomas Huxley explains scientific investigation in more depth in his â€Å"The Method of Scientific Investigation† essay, what is he trying to say in this passage? It could be many things, it could be nothing or it could be something, we’re basically trying to find out

Lord of the Flies Literary Analysis Paper Free Essays

Through the Doors of High School Bullying – something that happens every day in high schools, but yet people do not always acknowledge what goes on. According to the article Bully Facts Statistics, 56% of students have personally witnessed some type of bullying at school. Bullying exceedingly affects a person. We will write a custom essay sample on Lord of the Flies Literary Analysis Paper or any similar topic only for you Order Now Whether it comes to a stop or not, the person harassed will never have the same mentality. In William Golding’s novel Lord of the Flies, a plane crashes on a deserted island and all that remains is a group of boys. No adults – young boys all alone. Throughout the novel the children have leadership roles and rules in order for their continued existence. The experience a person has while on the island is how they reach their goal – survival. Lord of the Flies is a classic because it is seen as a metaphor for high school in this contemporary era because of the struggle for power that is showed through the setting, the characters, and the symbols. Golding uses the scar on the island as a part of the setting to relate to high school. No matter if the boys abscond from the island, the mark will still exist similar to a student’s reputation in high school. The scar in the novel is the scene where the plane crash emerges. This is the characteristics of the scar after the crash: â€Å"The undergrowth of the side of the scar was shaken and a multitude of raindrops fell pattering† (7). A scar literally means leaving a mark on something. The popular crowd in high school ensures an easier time of leaving a positive impact on the school, because they have additional power over the other students. This is an example of students struggling for power. Besides the popular crowd, everyone else has a hard time of gaining their power and making an impact on the school. A person will never forget about their experience in high school just like the boys will never overlook the effects of the plane crash that happened in Lord of the Flies on the island. From the novel Lord of the Flies, Piggy’s characteristics remain not all that different from high school students. Early on in the novel, when Piggy and Ralph first meet, Piggy states, ‘†I don’t care what they call me,† he said confidentially, ‘â€Å"so long as they don’t call me what they used to call me at school†Ã¢â‚¬â„¢ (11). Piggy’s declaration refers to how he accustomed to be treated back home. Piggy’s heavyset body and nerdy glasses causes constant harassment directed towards him. Contrary, high school students remain not all that different. Whether in high school or Lord of the Flies, name calling can really get to a person. The students that get picked on constantly are the ones that struggle the most at gaining power. The students that pick on others are the ones that contain the most power. On the island, a social stance takes place. Ralph and Jack are the leaders while the litluns follow them. Piggy remains the outcast. In schools the bullies, usually the jocks, tend to pick on the nerds. Although Piggy was known as the outcast, he had brains. â€Å"But Piggy, for all his ludicrous body, had brains. Ralph was a specialist in thought now, and could recognize thought in another (78). † Piggy was smarter than most of the others; that was part of the reason of why he stood out. Similarly, high school students judge to quickly. Again, that is a big part of why bullying takes place at school. Because Piggy is smarter than the others, it causes him to struggle the most for power. He is seen differently than the others and judged for it. Furthermore, possessions parallel materialistic possessions of people in high school. In the novel, the conch is used as an important object to the boys. Towards the end of the book when Roger rolls a boulder on Piggy, â€Å"The rock struck Piggy a glancing blow from chin to knee; the conch exploded into a thousand white fragments and ceased to exist† (181). In Lord of the Flies, the conch symbolizes power. The conch represents order; it keeps the boys in line. Similar to high school, the conch represents power like students’ possessions. By having expensive clothes, it symbolizes richness, coolness, and popularity. Ralph a leader in the novel, uses the conch to gain his power. But Ralph eventually loses his power. â€Å"The space under the palm trees was full of noise and movement. Ralph was on his feet too, shouting for quiet, but no one heard him. All at once the crowd swayed toward the island and was gone – following Jack (38). † This is like high school because everyone fights for their power. Ralph represents society and in order for them to maintain their societal image; Ralph guides the boys by making rules. The conch calls the group to meetings and remains exceedingly important to the boys – especially Ralph. After giving the boys false information for a period of time, the boys turn to Jack as their leader instead of Ralph. Therefore, Lord of the Flies is a classic because it persists as a metaphor for high school in this contemporary era because of the struggle for power showed through the setting, the characters, and the symbols. In Lord of the Flies people have to deal with bullying every day. All because of the social groups that take place and the power that comes along with it. Always remember – bullying will proceed to exist in high schools but if a person does not let it bother them then it will not be as affective. How to cite Lord of the Flies Literary Analysis Paper, Papers

Offspring free essay sample

Right from the opening riff of Bad Habit I knew this was going to be a night to remember. The Offspring has arrived! Dexter Holland started things off right when he did a swan dive into the crowd during the first song of the 90-minute set. By the end of Bad Habit the Aud was a giant mosh pit. When Gotta Get Away came on, the pit hit a fever pitch and thats when I got dragged into it. This being my first time in a real pit, it was quite an experience C being thrown back and forth, bouncing off a million people and trying to figure which way is up. The band blistered through Something to Believe In, Itll Be a Long Time, So Alone, and Genocide. Then came Offsprings claim to fame: Come Out and Play. Everyone went crazy, and the pit got bigger, if thats possible. We will write a custom essay sample on Offspring or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Kids flying overhead, people rushing the stage. Thats when I decided to go for it. With Chriss help, I took to the air. Crowd surfing is like nothing Ive ever experienced before. You are in total control, but at the same time you have none at all. Being passed along, person to person, hoping the next person wont drop you, its a rush. Offspring then did a few songs from their first disk (boring). Then came Not the One, Killboy Plowhead, and What Happened to You. Holland hit every note with perfection. The band stopped playing for a few to take a request, a kid from the crowd yelled something, so Holland said, Thats a Green Day song, were Offspring then they played the first verse of Come Undone C The Sweater Song before thrashing into Self Esteem. At this point it was every man for himself, so I went up for the second time. This time wasnt as much fun; I got dropped on my head (ouch). The crowd sang more of Self Esteem than Holland did, but we sounded just as good. Then there was silence. With Come Out and Play and Self Esteem gone by, what was left to live for? What could the band encore with to top the night? How about Smash and Nitro! This was it, one last chance at the pit. Insanity at its finest! During the last song I decided to try that crowd surfing thing one more time, my head was already feeling better. I took the wave all the way around into the center of the pit, but then I had to get back out. Hold your breath, close your eyes and charge! Quicksand, and No Use For a Name opened, but nobody noticed. The Offspring was the main attraction, and they let that fact be known. .

Free Essays on Self-evident In The Declaration Of Independence

In the â€Å"Declaration of Independence,† Thomas Jefferson uses the phrase â€Å"self-evident† as a necessary modifier for the truths of equality he describes that all men are created equal and that they are endowed with certain unalienable rights. The inclusion of this phrase has a profound effect on Jefferson’s argument for freedom because of what it represents. In the original draft of the â€Å"Declaration of Independence,† it’s obvious that the phrase sacred and undeniable is crossed out and substituted with â€Å"self-evident† (2). Much has been said about Jefferson’s purpose for including the phrase â€Å"self-evident†: to justify American independence in the plainest terms, to place a stronger emphasis on the scientific logic behind equality [by removing the word sacred] or to signify the merging of religious ideals with human reason. Whatever the reason, Jefferson uses it to â€Å"command the attention and assent† of the tyrannical King of England, once arguing that the colonists were â€Å"a free people claiming their rights as derived from the laws of nature, and not as the gift of their Chief Magistrate† (1). â€Å"Self-evident† brings validity to the basic truth of universal freedom as it is based on the laws of nature. For Jefferson and his contemporaries, the phrase â€Å"self-evident† characterizes a new way of thinking, and is an expression of â€Å"the philosophy of the natural rights of people in an age when absolute monarchs ruled throughout the world† (1). During this time, Jefferson is a philosopher and supporter of the eighteenth-century Enlightenment, â€Å"which saw humanity emerging from the dark ages of superstition toward a more rational and humane future† (3). Further, it is a phrase with a scientific origin, with Rene Descartes having introduced its importance in relation to science (4). The phrase â€Å"self-evident† merely reflects the moral, philosophical and newly adapted scientific ideas of... Free Essays on Self-evident In The Declaration Of Independence Free Essays on Self-evident In The Declaration Of Independence In the â€Å"Declaration of Independence,† Thomas Jefferson uses the phrase â€Å"self-evident† as a necessary modifier for the truths of equality he describes that all men are created equal and that they are endowed with certain unalienable rights. The inclusion of this phrase has a profound effect on Jefferson’s argument for freedom because of what it represents. In the original draft of the â€Å"Declaration of Independence,† it’s obvious that the phrase sacred and undeniable is crossed out and substituted with â€Å"self-evident† (2). Much has been said about Jefferson’s purpose for including the phrase â€Å"self-evident†: to justify American independence in the plainest terms, to place a stronger emphasis on the scientific logic behind equality [by removing the word sacred] or to signify the merging of religious ideals with human reason. Whatever the reason, Jefferson uses it to â€Å"command the attention and assent† of the tyrannical King of England, once arguing that the colonists were â€Å"a free people claiming their rights as derived from the laws of nature, and not as the gift of their Chief Magistrate† (1). â€Å"Self-evident† brings validity to the basic truth of universal freedom as it is based on the laws of nature. For Jefferson and his contemporaries, the phrase â€Å"self-evident† characterizes a new way of thinking, and is an expression of â€Å"the philosophy of the natural rights of people in an age when absolute monarchs ruled throughout the world† (1). During this time, Jefferson is a philosopher and supporter of the eighteenth-century Enlightenment, â€Å"which saw humanity emerging from the dark ages of superstition toward a more rational and humane future† (3). Further, it is a phrase with a scientific origin, with Rene Descartes having introduced its importance in relation to science (4). The phrase â€Å"self-evident† merely reflects the moral, philosophical and newly adapted scientific ideas of...

Best Online Courses for Students †Pro-Academic-Writers.com

Best Online Courses for Students The recent research has shown that nowadays students attitude to higher education has overcome a dramatic shift. Youngsters aged 18-24 studying full-time on a campus is not a standard model of student anymore. In our modern society people don’t see higher education as something unique and independent. Now we all try to combine it with jobs, travelling, and family. But still we try to do everything possible in order to obtain some degree in higher education, because in finding a prestigious position higher education is a must. For those who want to have time to do as much as possible, online education comes in handy. This way of studying is gaining popularity among all people of different age and social status. A lot of universities have different online courses where qualified teachers provide you with profound knowledge of your particular subject. Unfortunately, some people consider these courses a complete waste of time and money. Just because you have more conservative view s and got used to the old-fashioned way of studying at the university doesn’t mean that Internet education is only for lazy and unmotivated people. On the contrary, only advanced, active and highly motivated people give a priority to the online education and in this article you will see why it is so. Why is it good? In our fast-moving world and highly developed technologies people can receive a proper education everywhere and at any time. Online courses are extremely popular now. Let’s see why more and more people prefer this way of studying. Possibility to study at any time. The student who studies remotely can independently decide when is the most suitable time during a semester to dedicate to studying. He creates his individual schedule. Some educational institutions give students an opportunity to postpone studying for long term and to come back to it needlessly to pay again educational services. Possibility to create your own style of studying. Remote students don't have to worry that they will lag behind the classmates. It is always possible to return to studying of more difficult questions, to look at video lectures several times, to re-read correspondence with the teacher, and already known topics can be passed. The main task is to successfully pass intermediate and total certifications. Possibility to study everywhere. Students can study without leaving the house or office. To start the course you just need to have a computer and access to the Internet. Lack of necessity to visit educational institution daily is an undoubted plus for physically disabled people, for those who live in the remote districts or parents with small children. Combine studying with your primary activity. Online education gives you a chance to take up several courses at the same time or to get the next higher education. In this case it isn't necessary to take or to go to business trips. There are special educational organizations which will organize corporate training (professional development) for the office staff and civil servants. In this case study doesn't interrupt the seniority, and the studied material can be applied to work at once. High results. The research of the American scientists has shown that the results of distance learning don't concede or even surpass results of traditional forms of education. The remote student mostly studies independently. It improves storing and understanding of the covered topics. And opportunity to put knowledge into practice at once helps to consolidate them. Besides, the use of the latest technologies makes it more interesting and lively. Availability of materials. Remote students don’t face such problem as shortage of textbooks. The access to all necessary literature is opened to the student after registration on the site of university, or he may receive training materials by mail. Remote education is cheaper. If we compare internal and remote studying, the second will be cheaper. The student shouldn't pay the road, accommodation, and in a case with foreign higher education institutions it isn't necessary to spend money on visa and the international passport. Convenient for the teachers. Teachers and tutors who work remotely can dedicate time to the bigger amount of students and continue work even having a maternity leave. Individual approach. Usually teachers can’t provide their students with the descent attention during the class, but during the online education teacher will work with you individually and spend as much time as you need. Why is it bad? Of course, nothing is perfect and online courses have their own disadvantages, but they are not so terrible and you can live with them. The strong motivation is necessary. Practically the remote student masters all training material independently. It demands the developed will power, responsibility and self-checking. Not everybody manage to maintain the necessary rate of training without control from the outside. Lack of practical knowledge. Studying remotely the professions which assume a large number of a practical training is complicated. Even the most modern technologies won't replace to future doctors or teachers the "live" practice. Remote education isn't suitable for developing a communicative skill. At distance learning personal contact between students and teachers is very low, and sometimes it is even absent. Therefore such form of education isn't suitable for developing the communicative skill, confidence or team work. All in all, it is clear that online education is definitely a rescue for those who don’t have a chance to visit higher institutions due to lack of time, money or may be desire. So if you want to obtain a degree of higher education, you have an opportunity to do it even at home.

Home work Assignment Example | Topics and Well Written Essays - 750 words

Home work - Assignment Example The Germans thus sought to gain from the political instability in the country by financing the numerous violence and coups. Americans thus decided to occupy the country in order to pacify the operations by instilling stability in the government a feature that would protect the interests of the American investors in the country. Haiti thus became a US colony with the American marines killing all the insurgents and replacing the Haitian constitutions in order to permit foreigners to own land in the country a previous taboo that only the Germans who had managed to intermarry with the local elite Haitian society could manage. While the American government sought to protect the interest of its citizens living in the country and its international trade, the idea to colonize the country forcefully and replace its constitution was unrealistic. By doing this, the American government despised the sovereignty of the country thus imposing its legislations on the foreign land. Question 2 Neoreali sm is the most effective theory that explains American involvement in the Vietnam War. The theory asserts that power is one of the most important factor in international relations. According to the theory, powerful nations can intervene in the affairs of another state by manipulating their institutions of power. The power in this context may infer economic or military and the United States of America enjoyed both a feature that compelled her to get involved with the war. The spread of communism threatened her economic power a feature that compelled her to intervene in a bid to contain the spread in the eastern bloc. The United States of America had several foreign interests in the country that was an entry point to the eastern market. Additionally, it needed to pass a message to the rest of the countries in the eastern bloc making them aware of its political and military might. Realism on the other hand also draws several relevance to American involvement in the war. The theory asse rts that self-interests are the sole drive of international politics. To validate the claim, the theory explains that humans are not always benevolent but greedy, self-centered and extremely competitive. To safe guard their interests, different states ascribed to equality and autonomy thus earning them equal roles to dialogue and resolve international issues amicably. However, the theory acknowledges the selfish nature of human and the desire to prove their might over the rest of the population. The United States of America that is the world’s strongest economy thus decided to exploit its economic and military might by invading Vietnam and starting a fight in order to contain the spread of communism. The war resulted in the deaths of millions of the locales and many other America soldiers and had serious financial implications on the country and her tax system. However, the US deployed all the financial and human capita to the foreign territory in order to prove her economic might to the eastern bloc (Devitt 22). Question 3 John Mearsheimer fosters offensive realism and explains lies that countries tell each other as a means of gaining control of security control globally. This thus becomes the best reason with which to explain American interests in the Syrian predicament. While the country through its leadership has used gas

Informational interview Assignment Example | Topics and Well Written Essays - 1000 words

Informational interview - Assignment Example Accordingly, there is someone I know who is doing just that. Bryan Koszoru is a 3D artist at Sony Computer Entertainment and an instructor of zbrush details and 3D environment modeling at Otis College of Art and Design. I chose him because of the teaching profession mainly, and then because of his other â€Å"work† or activities outside the college. I love the idea of acting as a guide to individuals interested in art, and helping them tap into their creativity. This is probably why I see teaching as a very noble profession. Teaching is an art in itself, and to teach art makes it double art. I knew Bryan from the two classes I had under him. The interview was very casual, yet insightful. He was like a mentor trying to give tips to his protege. The interview provided me with more ammunition not only in my desire to teach, but in my whole personal and professional art life. It is good because I know there will come a time when I will look back and remember some of Bryan's statem ents and advices, and have an easier time with certain situations due to what I learned from him in this interview. II. On Bryan Koszoru The interview with Bryan Koszoru was light and entertaining. I asked a couple of questions regarding his work history so that I will be able to get an idea of how he started as an artist. It is interesting to note that his first job ever was because of a recommendation from a fellow student. This made me look back at the networking events I went to and decided that they might really prove to be significant in the very near future. Bryan's training had mainly been in advertising, since he is into 3D ever since. He admits to have felt the usual boredom and frustration from his job then, not because he does not like what he is doing, but perhaps because he has not attained the level of mastery that he wants for himself then. He says that what prepared him for the job and made him succeed is his perseverance. He claims to just keep pushing on no matter what and despite the ennui he felt. He states that it is not talent that helps him in his line of work, but character. He says that aside from perseverance, there is also curiosity. He is always trying to find a better or faster way do do things. He says that those two characteristics are very much needed in his work right now. Yet, he knows that character alone won't do the job. That is why he also works on keeping his art talents and skills current. He practices, not only his hands, but also his other senses. He watches movies a lot, plays games a lot, and maintains that art is like life for him since he tries to incorporate art in anything he does. That's what keeps him practicing all the time --- sometimes even unconsciously. He further states that it takes a long time to make great work no matter how good a person is, so patience and perseverance should always be there. For him, a typical day is mostly about art and working. He says he goes to work, and either make assets or w ork on back end engine improvements for the studio. What he likes most about his job is the people he works with. He mentions that working around smart and motivated, and possibly creative, people is one of the best things about his job. The only downside perhaps is that it is still a job and he just can't run off and do whatever he wants anytime he wants. When asked what he can recommend to someone who wants to pursue a career in this path, he mentioned mastery at one thing. He emphasized picking a

The Political Impact on Humans Essay -- History government Historical

The Political Impact on Humans Humans and Nature It is a proven fact that individuals need an organization of a government. Without order, no one would know how to act and how to behave. There are two different types of people; one group takes control of a given situation while the other lets the power be taken away from them. Without any setup of a government, a few people would be making the choices for many and not let everyone be represented in their government. These setups of government include a republic, communistic, fascist, and socialistic. Each of these examples has a central government but the power of the central government distinguishes the differences between them. Karl Marx and Friedrich Engels both thought about their current government and how they could create a form of government that would surpass their existing one. The Manifesto of the Communist Party politically influenced the Marxist society, other societies of his time, and our modern day society. Marx and Engels were both reform thinkers and philosophers. They wanted to bring about a radical change; they saw the proletariat working for the bourgeoisie, the capitalists. Marx and Engels did not like the economic gap between the two classes; the richer were getting richer, while the working class remained poor. As humans, there is a want to make more money and live more lavishly. Most people get jealous and want to drive the nicest car, live in the largest house, wear the designer clothing, eat at fancy restaurants, and work at the most respectable job. Who wants to live in a shack, eat meagerly, and wear tattered clothing? No one does, it is human behavior that makes us jealous of what we do not have. ... ...ot compare with Russia or China. As a result, the world has proven that capitalism outperforms communism. The United States leads the world in technology, wealth, and knowledge and without capitalism; our country would be suffering economically. It is important to allow individuals control their own financial means and to give them enough freedom to live out their lives. http://eserver.org/marx/ http://marxists.org/index http://www.marxist.com Notes 1. Michael Lowry, â€Å"Globalization and internationalism: How up-to-date is the communist manifesto,† Monthly Review, 50 (1998): 6. 2. â€Å"Attack on capitalism,† Canada & the World Backgrounder, October 1999, 19. 3. Antonio Gilman, â€Å"The Communist manifesto, 150 years later,† Antiquity 72 (1998): 278. 4. Mark Skousen, â€Å"What’s left of Marxism?,† The Freeman, 48 (1998): 8.

Brand Association

BRAND ASSOCIATIONS AND CONSUMER PERCEPTIONS OF VALUE OF PRODUCTS BY NZUKI KITHUNG’A PETER UNIVERSITY OF NAIROBI PAPER PRESENTED TO SUPPLY OF ACADEMIC PUBLICATIONS (SAP) CONTENTS Page 1. Background Meaning of a brand and Its Importance 2. Theoretical Framework on Brand Associations Perceptual Dimensions of Brand Associations Brand Associations and Value Creation Brand Association and Value Creation Model 3. Measurement of Brand Associations Less Structured Approaches Structured Approaches 4. Research in Brand Associations Brand Extensions Branding Country ofOrigin Celebrity Brand Preferences Product Attributes Brand Associations and Brand Equity 5. Critique of Research in Brand Associations Techniques used Operational Definitions Clarity of Image Brand Association Strength Other Constructs Moderating Variables 6. Future Research Directions Theoretical and Practical constructs Techniques Used Multiple Segments Industrial goods and Services 7. References 3 4 9 10 12 14 15 2 1. 0 Introduction A successful brand is the most valuable resource a company has. In fact, one authority speculates that brands are so valuable that companies will soon include a â€Å"statement of value† addendum to their balance sheets to include intangibles such as the value oftheir brands. Brands are used as external cues to taste, design, qualify, prestige, value and so forth. In other words, consumers associate the value of a product with the brand. For example, the value of Kodak, Sony, Coca-cola, Toyota and Marlboro is indisputable. One estimate of the value of Coca-cola, the world’s most valuable brand, places it at over $35 billion. How does a brand create value to the customer? Why do certain brands have more value than others? Naturally, companies with such strong brands strive to use those brands globally (extend them). The purpose of this paper is to review literature on the core associations ofbrands used to position brands as strategies to create competitive advantages. 1. 1 Meaning of a brand and Its Importance A brand is a distinguishing name and/or symbol! ntended to identity the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors (Aaker, 1991; Stanton, 1994, and Kotler, 1996). A brand thus signals to the customer the source ofthe product, and protects both the customer and the producer from competitors who would attempt to provide products that appear to be identical. Ancient history provides evidence of the impor tance of brands. In those days, names were put on such goods as bricks in order to identify their maker (Farquhar, 1989). It is also known that trade guilds in medieval Europe used trademarks to assure the customer and provide legal protection to the producer. In the early sixteen-century, Whisky distillers shipped their products in wooden barrels with the name of the producer burned 3 into the barrel. The name showed the consumer who the maker (brewer) was and prevented the substitution of cheaper products. In 1835, a brand of scotch called â€Å"Old Smuggler† was introduced in order to capitalize on the quality reputation developed by bootleggers who used a special distilling process (Aaker, 1991). Although brands have long had a role to play in commerce, it was not until the twentieth century that branding and brand association became so central to competitors. In fact, a distinguishing characteristic of modern marketing has been its focus upon the creation of differentiated brand associations to accentuate the bases of differentiation. The idea has been to move beyond commodities to branded products – to reduce the primary of price upon the purchase decision. Consumers associate the value of the product with the brand. The brand can convey either a positive or a negative message about the product to the consumer (Kim and Chung, 1997, p. 361). The underlying value of a brand is often based upon specific association of a â€Å"use context† such as heart attack prevention can provide a reason-to-buy which can attract customers. Such an association represents the product’s meaning to customers. Brand associations represent bases for purchase decision and for brand loyalty. There are a host of possible associations that a firm can build in a brand. Not all associations need to be built but rather those that directly or indirectly affect consumers’ buying behaviour. Product attributes (customer benefits) are an important class of associations, but there are others that can be important in some contexts (Aaker, p. 114). The following section deals with the brand associations that a firm can build and how they create value to both the firm and consumer. 2. Theoretical Framework on Brand Associations 2. 1 Perceptual Dimensions of Brand Associations As noted elsewhere in this paper, brand association is anything that is linked in memory to a brand (Aaker, p. 09). The association reflect the fact products are used to express lifestyles whereas other associations reflect social positions, and professional roles. Still others will reflect associations involving product applications, types of people who might use the product, stores that carry the product, or salespeople who handle the product or even the country of origin. Kelle r (1998) defines brand associations as informational nodes linked to the brand node in memory that contains the meaning of the brand for 4 consumers. These associations include perceptions of brand quality and attitudes towards the brand. Keller and Aaker both appear to hypothesize that consumer perceptions of brand are multi-dimensional yet many of the dimensions they identify appear to be very similar. The image that a good or a service has in the mind of the consumer how it is – positioned probably more important to its ultimate success than are its actual characteristics. Marketers try to position their brands so that they are perceived by the consumer to fit a distinctive niche in the marketplace a niche occupied by no other – product (Schiffman and Kanuk, 1994) According to Aaker (1991) there are at least nine brand associations. The associations convey either the concept, or the meaning of the product in terms of how it fulfils a customers need. In todays highly competitive environment a distinctive product image is most important. As products become more complex and the market place more crowded, consumers rely more on the products image than its actual attributes in making purchase decisions. One of the brand associations that a firm can use in differentiating its product is Customer benefit Customer benefit refers to the need that is satisfied by a product. For example, cavity control by a toothpaste is a customer benefit. Customer benefit may be rational, psychological (emotional) benefit, or self- expressive benefit. A rational benefit is closely linked to a product’s attribute and would be part of a â€Å"rational† decision process. A psychological benefit relates to what feelings are engendered when buying and! or using the brand (Aaker, p. 1 19). An example of a rational benefit for a computer to a consumer would be its ability not to loose work whereas a psychological benefit would be the feeling of being professional. For a car, the emotional benefit would be the feeling of safety when driving it as a driver of a Volvo car would testify. The self-expressive benefit relates to the ability of a brand to help a consumer to communicate his or her self-image. Since consumers have multiple roles, the consumer has an associated self-concept and a need to express that self-concept. The purchase and use of brands is one way to ftilfil the need for self-expression (Aaker, 1991). He gives the example of a consumer who may define him/herselfas successful and powerful by driving a Mercedes Benz, 5 Product attributes These refer to a product’s characteristics. Attributes are associated with a product’s rational benefit. For example, a Volvo car’s attribute is durability. Similarly, a shampoo’s attribute would be its safety to use every day. A marketer requires to identify an attribute that is important to a major segment and not already claimed by a competitor, e. g an attribute that offers something extra (like features or services that offer something better). The identification of an unmet customer problem can sometimes lead to an attribute previously ignore by competitors (Aaker, p. 115). Indeed, unmet needs are strategically important because they can represent opportunities for firms that want to make major moves in the market. Use / application A marketer can associate a brand with a particular use or application. For example, a beer can be associated with good friends in a warm social setting. A study of the coffee market revealed that there were nine relevant use contexts for coffee (Glen, et al, 1984). User / Customer Another way of positioning a brand is to associate it with a type ofuser or customer. This involves identifying the brand with its target segment. For example, a brand can be associated with those who are interested in weight control as would be the case of a new drug. Celebrity /Celebritv This is the individual who endorses a brand. Linking a celebrity with a brand can transfer associations such as reliability, strength, performance, and so on. The extend to which the association can be linked to the celebrity depends on how credible the person is perceived by the audience. Specifically, a source is more persuasive when the audience perceives him or her as highly credible than when perceived s being low in credibility (DeLozier, 1976). In other words, the person need not be credible but it is how the consumers perceive him. Lifestyle / Personality ‘The brand can be viewed as a person. Like a person, a brand can be perceived as being competent, trustworthy, active, or youthful (Aaker, 1996). A brand personality may help communicate a product’s attribute and thus contribute to a functional benefit. Similarly, it can help create a self-expressive benefit that becomes a vehicle for the customer to express his or her own personality. Compe titors A firm positions its brand using the organization’s attributes such as innovation, a drive for quality, and a concern for the environment. A firm can position its brand with respect to a competitor. Sometimes it is not important how good customers think a firm is, but how they believe it is better than a given competitor. While this brand association can be accomplished by comparative advertising, it is not usually allowed in some countries (Cateora, 1996). Country of Origin One more strategic option that a marketer has is to associate a brand with a country. The country of origin has an effect on the market’s perception of a product either a positive – or a negative perception. Cateora (1996) asserts that a company competing in global markets may manufacture products world-wide and when the customer becomes aware of the country of origin, there is the possibility that the place of manufacture will affect product/brand image (p. 349). The influence may be to add credibility or to lower it. 2. 2 Brand Association and Value Creation Brand associations are useful to marketers. Marketers use brand associations to differentiate, position, and extend brands, to create positive attitudes and feelings towards brands, and to suggest attributes or benefits of purchasing or using a specific brand (Aaker, 1991). However, brand associations are of more use to the customer than the marketer. The way a brand association creates value to the customer will depend on the customer’s perception of value. For each individual, reality is a totally personal phenomenon, based on that person’s needs, wants, and personal experiences. Customers 7 everywhere respond to images, myths, and metaphors that help them define their personal identities. Thus, different customers will perceive reality differently. Indeed, Schiffrnan & Kanuk et al (1996, p. 61) contends that although two individuals may be subject to the same stimuli under apparently the same conditions, the way they recognize them, select them, organize them, and interpret them is a highly individual process based on each person’s own needs, values, and expectations. The underlying value of a brand name often is its set of associations — its meaning to people. Associations, according to Aaker (1991) represent the bases fo r purchase decisions and for brand loyalty. There are a host of possible associations and a variety of ways they can provide value (p. 110). He identifies the following as the possible ways in which associations create value to the customer: helping to process / retrieve information about a brand; generating a reason to buy, and creating positive attitudes / feelings. 2. 3 Brand Associations and Value of Products Model Brand associations help consumers judge the value of a product. For example, country of origin influences consumers in making judgements as to whether a product is of value or not. Consumers tend to have broad but somewhat vague stereotypes about specific countries and specific brands that they judge â€Å"best†. For example, French perfume, Italian leather, Japanese electronics and so on (Cateora, 1996; p. 349). Using the example of country of origin as a basis forjudging value of products, a model for brand associations and consumer perceptions of value of products can be depicted schematically as in the following diagram (Figure 1) Associations †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ Product attributes Relative price Use / Application User / Customer Celebrity / Person Life Style/Personality Competitions Country of Origin †¢ Value Process / Retrieve Information †¢ Reason-to-buy Create Positive attitudes †¢ Figure 1: Conceptual Framework of the effects of brand association on perceived value. 8 The model shows that a product is of value to the customer and hence it can be bought to satisfy a need depending on its attributes, its use, or whether it can be associated with a particular customer group. Similarly, a consumer will consider a product as being valuable if he/she can associate it with a certain celebrity, lifestyle or country of’ origin. Proponents of brand positioning suggest that brands should develop distinct images and that these images will attract specific consumer segment (Hoek, et al, 2000). Consequently, the consumer segment will see the brand as being valuable to them. How’ do marketers determine the brand associations that convey the value of a brand to the consumer? Association research (research on brand associations) is important to marketers since they would want to gain an insightful picture of how a brand is perceived by consumers as well as its competitors. The techniques that have been utilized by firms to measure brand associations form part of the next section. 3. Measurement of Brand Associations One of the key functions of brand management is to keep one jump ahead ofcompetitors by imprinting the brand firmly on the consumer psyche — and keep it there (Emerald, 2000). A firm therefore requires understanding consumer perceptions of its brand(s) visa-avis those of competitors. This calls for the measurement of brand associations. The techniques used to achieve this objective can be grouped into two categories structured and structured techniques ( Aaker, 1991; Low & Lamb, 2000). — less- 3. 1 Projective Techniques The central feature of all projective techniques is the presentation ot’an ambiguous, unstructured object, activity, or person that a respondent is asked to interpret and explain (Aaker, et al, 1998). These writers argue that projective techniques are used when it is believed that respondents will not or cannot respond meaningfully to direct questions about (1) the reasons for certain behaviours or attitudes or (2) what the act ofbuying, owning, or using a brand means to them (p. 1 98). Respondents may be unwilling or unable to reveal feelings, thoughts, and attitudes when asked direct questions for a number of reasons. First, they may be unwilling because they feel the information is 9 embarrassing or private (Aaker, 1991; p 136). Alternatively, respondents may simply b unable to provide information as to why they buy certain items because they do not kno tile real reasons. Man of projective techniques employed in the measurement of brand associations are meant to address problems aforementioned since they allow the respondent to project h self or him-self into a context, which bypasses the inhibitions, or limitations of more direct questioning (Aaker, p. 136). The techniques involve focusing on a discussion upo the use experience, the decision process, the brand user, or off- the- wall perspectives such as considering the brand to be a person or an animal. Another characteristic of projection research is the use of ambiguous stimuli, wherein there is freedom to project experiences, attitudes, and perceptions. There are many projective (indirect) approaches to understanding brand associations. The commonly used methods are word association, picture completion, Thematic Apperception Tests, sentence completion, and story completion (Aaker, 1991; Kotler an Armstrong, 1996; Aaker, et a! 1998). 3. 2 Structured Approaches According to Aaker (1991), structured approaches involve scaling brands upon a set of dimensions. He argues that scaling approaches are more objective and reliable than qualitative approaches since they are less vulnerable to subjective interpretation. Scaling consumer perceptions involves the determination of perceptual dimensi ons, identification of the target segment. and the interpretation ofthe brand profiles. The perceptual dimensions may include the product attributes and benefits, user ofthe brand, or relevant competitors (Day, et al, 1979). Scaling methods that marketers have utilized include semantic differential (Fry and Claxton, 1971), Likert scale, conjoint analysis, and natural grouping (Aaker, 1991). 4. Research in Brand Associations Research interest in branding continues to be strong in the marketing literature (Alden, et, al, 1999; Kirmani, et al, 1999). Likewise, marketing managers continue to realize the power of brands manifest in the recent efforts of many companies to build strong Internet â€Å"brands† such as amazon. com and msn. com (Narisetti, 1998). The way consumers perceive brand is a key determinant of long-term business — consumer relationships. Hence, building strong brand perceptions is a top priority for many firms today (Morris. 1996). Many of the studies involving brands have focused on the product attributes or benefits. Aaker and Stayman (1991) conducted a study to test whether two brands of beer had established associations with their use contexts in terms of whether the consumers felt â€Å"warm†, â€Å"friendly†, â€Å"healthy†, and â€Å"wholesome† in using the beers. They employed picture interpretation as a technique to achieve their objective. The findings were that one brand ofbeer was associated with â€Å"warm† and â€Å"friendly† dimensions whereas the other brand was evaluated higher on â€Å"healthy† and â€Å"wholesome†. Hoek et al (2000) using qualitative interviews examined the descriptive and evaluative attributes employed by consumers in choosing products of value to them. Their findings revealed that descriptive attributes determine the proportion of consumers who hold favourable attitudes about the brand. However, the findings did not provide knowledge on how descriptive attributes affect consumer’s behaviour. Although descriptive attributes could be predicted, the attributes had only a weak relationship with usage behaviour and so provided brand managers with little guidance. Again, the study suggested that longitudinal work was required to examine whether over time, users of a product category who associate descriptive attributes with a brand they do not currently use eventually go on to purchase that brand. While many studies have focused product attributes, others have pursued the line of brand extensions (Keller, 1990; Smith and Park, 1992; Broniarczyk and Alba, 1994, Srinivas, et al, 1994). Others have tended to dwell on branding (Rooney, 1995) and brand preferences (Aireck and Settle, 1999). Studies that have focused specifically on brand associations are those of Kim and Chung (1997), Till (1998), and Chen (2001). Kim and Chung (1997) in their study on the effect of country of origin and the value ofa product identified that the brand can convey either a positive or negative message about the product to the consumer on the basis of where it is made. Till (1998) attempted to identify how celebrity endorsers can be used effectively in advertising. Although the study did not focus on the effect of celebrity as 11 creating the value of a product, it shed light on how endorsers can be used to help consumers to retrieve information on a brand to buy (a value to the consumer). Ihe study by (Then (2001) may be regarded as one of the studies that were directly related to brand associations and how they’ create value of products. The purpose of the research was to identif the types of brand associations and to examine the relationship hetween association characteristics and brand equity. The findings revealed that there were two brand associations brand’s equity — — functional attribute and organizational attribute that contribute to a either low or high equity. 5. Critique of the Researches in Brand Associations Marketing researchers have not used consistent definition or measurement technique to assess consumer perceptions of brands and the value they attach to such brands. Keller (1998) considers brand associations as consisting of brand image, brand knowledge, and brand awareness. He further says that brand associations include perceptions of brand quality and attitudes towards the brand, These constructs can be labelled as product attributes according to Kotler and Armstrong (1996). Yet Aaker (1991) clearly says that the concepts relate to distinct categories of brand associations, each signifying a different aspect ofthe brand. He argues that a brand manager will be primarily interested in those associations that directly or indirectly affect buying behaviour and whether they are strong and shared by many or weak and differ from person to person (p. 113). Keller and Aaker both appear to hypothesize those consumer perceptions ofbrands and hence associations are multi-dimensional, yet many of the dimensions they identify appear to be very similar. Furthermore, Aaker’s and Keller’s conceptualisation of consumers’ psychological representation of brands have not been subjected to empirical validation. Consequently, it is difficult to determine ifthe various concepts they discuss, such as brand attitudes, perceived quality, and customer benefits are separate dimensions of brand associations (multi-dimensional) as they propose, or they are simply indicators of brand associations (uni-dimensional). The second criticism levelled against studies on brand associations is the measurement techniques employed. Many of the methods used such as the projective techniques tend to be more subjective and employ small samples (Aaker, 1991). Even those that are 12 regarded as being objective and reliable than qualitative approaches i. e. , scaling methods face tile problem of validity. Aaker (1991) observes that there is always a concern with the validity of the scaling task. Can a respondent actually position beers on an â€Å"aged a long time† dimension? He observes that there is the possibility ofunfamiliaritv with one or more of the brands, The other problem is that the respondent may be unable to understand operationally what â€Å"aged† means, or how to evaluate a brand on this dimension (p. 151). Thus any ambiguity in the scale or inability of a respondent to use the scale will affect validity and reliability ofthe results. The measurement of brand associations needs to be done wit. h respect to a specified segment within the context of a competitive set of brands. This implies that brand associations and consumer perceptions of value ofproducts should be done for one segment. However, much of the time the scaling task should be done for multiple segments (Aaker, 1991). The implication here is that any relevant segment defined by age, income, usage rate will have different perceptions from others. Marketers may not only be interested in the associations with the brand but also with the association strength, that is, how confident the consumers are about the associations with the brand. Similarly, the marketer may be interested in understanding whether the consumers have a clear image of the brand association. There is yet another criticism on studies on brand associations. There appears to be other emerging constructs for brand associations. Aaker (1991) provides eleven types of brand associations, which Kotler and Armstrong (1996) consider to be part of the levels of a product. The question here is how significant these constructs are to a brand association measurement? Again, which associations discriminate between buyers and nonbuyers? Lastly, the model used as a basis for identifying brand associations and how they create the value of products is itself questionable. Narisetti (1998) observes that technology plays a big role in brand associations and value of products. Where does technology fit in the model? Similarly, familiarity with a brand appears to moderate the dimensionality ofbrand associations. Where can this aspect be shown in the model? 13 6. Future Research Directions There is growing importance ol brands and consumer perceptions ot brands among marketing researchers. To address this issue, marketers need to develop extensive conceptual treatments of brand and associations and related issues. To achieve this objective, it is imperative for the marketers to design practical measurement of the constructs. : number of’ studies that attempt to measure some aspect of consumer brand associations do not use consistent measurement techniques. Again, there is need to use methods that help in discriminating between brands. Indeed, Aaker (1991) argues that a major consideration is whether the perceptual dimensions discriminate between brands. Ifa measurement technique can be developed to help an attribute to discriminate, i. e.. set one brand off against another, it might be worth. He posits that factor analysis may be a useful tool in reducing a set of factors (associations) to a few factors or dimensions by combining the words or phrases whose meanings are similar (p. 149). Secondly, the empirical works operationally brand associations as uni-dimensional. Yet conceptual models depict the brand associations as multi-dimensional (Keller and Aaker, 1997). Third, marketers need to employ multiple segments in measuring the usefulness of brand associations in helping consumers on the choice of products As noted earlier, any relevant segment defined by age, lifestyle, or user status may well have different erceptions from others. For example, the user and nonuser groups quite often differ in their brand perceptions (Aaker, 1991, p. 151). 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