Julie

â€Å"BP is a multinational energy business that has 92,000 employees and operates in 175 countries. When a new chief executive was recruited internally at BP (Tony Hayward), he promised to improve the company’s disappointing performance by quickly changing its culture to become more innovative and responsive to its customers. † Q: How easy do you think it is for a new chief executive to change the culture of an organization quickly?Justify your answer with reference to BP &/or other businesses that you know. The BP Company has experienced a huge explosion at its Texas City Refinery in 2005, the oil spillage in Alaska in 2006 and also the Gulf of Mexico explosion in the BP oilfield in 2010, and these occurrences have had effects on the BP’s reputation and the business performance. As a new chief executive officer, Tony Hayward was recruited in June 2007 and he took over for BP's highly-respected former CEO Lord Browne.The new CEO of BP may be able to use his own leadership or management style to change the culture of the organization and also try to help the business to grow and improve better. However, the extent to which the effectiveness of his way of leading the business and how quickly it can be for change to eh business culture are depends upon different factors. Firstly, Tony Hayward uses the democratic and paternalistic leadership style to manage the business.Hayward was describing as a typical command and control organization that is overly focused on cost-cutting and consumed with firefighting. According to the website, Hayward had shared his opinion of the culture of the business and three major points with other members of senior management. He stated that the BP is having the leadership style that probably is too directive and doesn't listen sufficiently well. The top of the organization doesn't listen hard enough to what the bottom of the organization is saying.BP has a management style that has made a virtue out of doing more for less which in some cases is okay and might work, but it needs to be managed and deployed with great judgment and wisdom, and when it isn't, the BP may run into troubles. Another thing that Hayward is trying to say is that he thinks the BP should think more about the maintenance of a piece of equipment for a longer time period but not the short term benefit like cutting the cost, for example, it is not responsible to cut budgets related to safety and maintenance without thoroughly examining the impact on the risk of a catastrophic accident.At the same time, Hayward is well known and has experiences in the organization. If the workers can get involved more to the business so that this might lead to better decision making and he also want workers to feel more secure and happy in their jobs, since he hope to make the business to become more innovative. For example, in changing situations that demand a new way of thinking or a fresh solution, stuff input can be very helpful and valu able.These management strategies may lead the business to perform better, and if the whole business is having more motivation to work which on the other words means to become more responsive to its customers and furthermore, it may enable BP to raise it reputation and gain its public’s trust again. However, on the other hand, changing the corporative culture of the business can be very difficult and in reality, it take times for the business to get used to the changes before it moves on to the other stage of better business performance. There are also some other factors that can influence the leadership style.For example, if the employees of BP are more used to the leadership style of the previous CEO, although it is believed that management strategies can significant influence the whole business, but it might still lead to a bad or worse business performance or the resistance from the employees from accepting the changes in the culture of the business. The CEO of BP may not be able to change the business culture quickly or expecting a sudden change in the innovative ability of the business, most of the strategies take time to result in the good way and become effective for the whole business.Another factor is that because for the natural of the business, like its reputation has been influence by the serious occurrences that happened before and BP had also lost some public trusts, rather than trying to change negative aspect, it might be better and easier for them to concentrate on the positive aspects of the business and how it currently operates. Some of the external factors that will influence the leader’s ability may be the economic issue like recession, for example, the rapid decisions taken at a senior level may be needed to secure the survival of the business during the recession.There are also some problems associated with the change in organizational culture. Firstly, If the establishment of the new objectives and a mission statement is not clear or is not accurately reflecting the new values and attitudes that are to be adopted, these new aspects of the business all needed to be communicated to all the employees of BP, otherwise it might lead to a demotivation of the workforce of the whole business.Secondly, if the CEO of BP is unable to change the culture of the business in the quick way because of lack of training, so they may need to train staff in new procedures and new ways of working. If the people believe in the change and understand the benefits of it, then it will become more acceptable to them. In conclusion, it is possible for a new chief executive to change the culture of an organization and have positive influences if the CEO implement the right strategies and has set the objects clear and communicate well to the whole business.However, it takes time for the BP Company to accept or get used to the changes of the business culture in a short period of time. Therefore, if the CEO is able to avoid the pos sible negative influences that might affect the change in organizational culture and the factors that might have an impact on the BP’s performance, then the new CEO may be able to help BP to improve the company’s disappointing performance and achieve its main corporate objectives in the future.

Noah’s Arf: Coming to the Dogs

Kris Price possesses most of the skills that are vital to be a successful entrepreneur. Having a successful career in Nike, Inc. prior to her business venture in establishing Noah’s Arf only means that she is a skilled and accomplished employee. Despite her blossoming career in Nike, Inc. she took the risk of quitting her job to start her own business that unknowingly would be the successful animal haven as we know now called Noah’s Arf. Being an entrepreneur, one must be willing to take risks. Even without prior knowledge of what the outcomes will be in either introducing a new product or expanding one’s business to a new location, an entrepreneur should be willing to take that risk and be able to muddle through the consequences no matter how difficult it would be. Taking risks is very important in dealing with one’s business because entrepreneurs who take risks are most probably the ones who get to experience bigger successes because they were brave enough to try. Kris happens to be one of them. (Sullivan) Kris’ creativity, innovativeness, and her intention to provide services needed by people, led her to develop the concept of Noah’s Arf. From a need, and that is the need to have someone check-up and care for her pet while she traveled elsewhere as an employee for Nike, Inc., the idea of a pet care facility cropped up. It was really impressive that she made efforts to conduct research in order to have an idea of how to develop a pet care facility and determine whether other business establishments offer the kind of service that she wants to provide for her target clients. Although she was inexperienced in writing business plans, she was able to find a solution to her dilemma. She used the Business Plan Pro computer software to write a business plan before starting to develop her vision of a pet care facility. Kris’ resourcefulness led to the development of Noah’s Arf’s business plan that contains the highlights of the pet care facility, the mission and objectives of the business establishment, and the image that it wants to develop for its customer as a credible and responsible pet care facility dedicated to provide for 24-hour service to its customers. Kris once again displayed her willingness to take risks by selling her house and donating her car to be able to raise funds as capital for her business venture. She even applied for a loan, believing that everything that she will be working on will pay off soon. Because of her innate entrepreneurial qualities, Noah’s Arf proved to be successful even after two months of opening up to the public. In just six months, she was able to draw clients, totaling to twenty dogs taken care by Noah’s Arf everyday. In order to attract more customers and contribute to her already solid client base, she spends time promoting her business, the in-home care services, as she calls it, to be specific. This service is very in demand during the holiday season. Perhaps Noah’s Arf is very successful because Kris is able to provide her clients the services that they really need. In addition to this, Kris was able to pick a strategic location, and that is putting up her business near the park where most people take their pets. Lastly, her success is simply because she loves and enjoys what she is doing. According to Kris, she is â€Å"working on adrenalin now.† Noah’s Arf: The Business Plan The business plan was successful in attracting clients to patronize her business. For the most part, the services that she offers are clearly some of the needs and demands of clients. Her reputation as a very hard-working and dedicated employee and her involvement in a service-oriented company prior to her business venture is convincing enough to trust and support the services she is offering. The business plan pointed out the services that she would be offering in Noah’s Arf, her credibility and qualities as an entrepreneur to provide for the needs of her clients as needed. The means of how she is going to establish her business was also mentioned in the business plan. (Business Plan Pro) The focal point of her business plan is very ambitious, in a good way though. Through this we can say that she believes and has faith in her vision in that she plans to achieve a steady increase in the facilities’ annual income, fifty percent gross income on her products for pets, maximization of resources, and expansion in the years to come. She does not limit her services to only dogs and cats and offers convenience for her clients and their pets, etc. These services and her ability to look through the future and predict the outcomes of her business take her halfway to meeting her goals and objectives as a pet care facility entrepreneur. (Business Plan Pro) However, business plans only give the entrepreneur a guide that would lead him tentatively to where everything in the business is going. These business plans change if, in application to real life, it fails to provide for the ideal concept embodied in it. In this case, changes to the business plan will apply if for instance, Kris fails to acquire loans to start-up her business. Then there would be changes as to the target objectives and the entire plan might be altered to fit the amount of money that she has for capital. In the actual business setting, if for instance the business establishment fails to acquire the target number of clients to furnish the amount of money needed to pay off the loans, etc. because of the location, then Kris might make another plan of establishing her business elsewhere. Business plans are changed if the output of the business does not meet the intended projection for the business in a short term and long-term basis. Noah’s Arf: The Website All the necessary information for the clients who want to check out the services they offer and want to look through the character of the facility is incorporated in the website. However, it would be great if the website were redeveloped to achieve a more attractive and amusing website that people would enjoy to browse through. Since Noah’s Arf is promoting a fun and clean environment for the clients’ pest, it would a good idea to add color and vibrancy to the physical make-up of the website. The links that are found at the bottom of the webpage should be put at a taskbar that is noticeable and that people can access easily. It is good that all the basic information is there in the website. It just needs a little restructuring to be true to the character that Noah’s Arf is portraying to its clients. Advertising and Promotional Strategies The use of the website is a good strategy to win over clients. Noah’s Arf should offer free and informational newsletters that will not only be available to those who visit the website but also for people who only get the time to check their e-mails. Clients who are on the go and leave their pets to the facility should be sent e-mail about recent news and other information that is related to pet caring, etc. There should be a sign-up button wherein people can sign in their names to be able to receive free newsletters. Through this, Noah’s Arf will also be able to include in their newsletters advertising for the services they offer, new promotional services, events for animals and pet-owners, etc. Another way is to sponsor a dinner featuring the dogs or cats in a fashion show. This is a great idea because the location of Noah’s Arf is accessible to most of the pet owners who take their pets to the park. It would be a great way to attract more people and clients for them to see the quality of services offered by Noah’s Arf. Through this other people will get to see and hear from Noah’s Arfs’ client base about the goodness and quality service provided by their clients. In addition to this, Noah’s Arf can get a sponsor from animal rights organizations and get to establish a larger network because of the organization’s endorsements.    Future Challenges As she was expecting, one of the future challenges that she will be facing for her business would be expansion. As her client base expands, there would also be a need to develop her business to be able to provide for the heightened needs of her growing clients, even in other places. It would be great, although a big risk, to establish a branch elsewhere, but if there is a need to, then she must be able to do it. Another thing is that as many innovative ideas are being developed nowadays, Noah’s Arf must be able to cope up with these changes and incorporate in their business technological advances that would help in systematizing tasks in the workplace. This would be difficult phase because further research and testing is needed to prove whether these changes will be feasible for her business. Aside from this, many ideas about pet care and animal rights are now cropping up and catching the attention of the people. Noah’s Ark should be aware of these ideas to be able to shape their establishment in a way that does not cause the loss of clients and endorsers alike.             Works Cited Business Plan Pro. 2008. Dog and Cat Kennel Business Plan. Retrieved from Palo Alto Software. 11 March 2008. Noah’s Arf. 2007. Noah’s Arf. Retrieved from Noah’s Arf. 11 March 2008. Sullivan, Robert. 2006. Are You and Entrepreneur? Retrieved from Information International. 11 March 2008.   

An Analysis of the Social Gradient of Health Essay

â€Å"The demonstration of a social gradient of health predicts that reducing inequality itself has health benefits for all, not simply for the impoverished or deprived minorities within populations. † (Devitt, Hall & Tsey 2001) The above quote from Devitt, Hall and Tsey’s paper is a relatively well grounded and well researched statement which draws on contemporary theoretical sociological concepts to support the assertion that reducing inequality is the key to improving health for all. However the assertion that the demonstration of a social gradient of health predicts that a reduction in inequality will lead to health benefits for all is a rather broad statement and requires closer examination. The intention of this essay is to examine the social gradient of health, whose existence has been well established by the Whitehall Studies (Marmot 1991), and, by focusing on those groups at the lower end of the social gradient, determine whether initiatives to address inequalities between social classes will lead to health benefits for those classes at the lower end of the social scale. The effectiveness of past initiatives to address these social and health inequalities will be examined and recommendations made as to how these initiatives might be more effective. The social gradient described by Marmot and others is interrelated with a variety of environmental, sociopolitical and socioeconomic factors which have been identified as key determinants of health. These determinants interact with each other at a very complex level to impact directly and indirectly on the health status of individuals and groups at all levels of society; â€Å"Poor social and economic circumstances affect health throughout life. People further down the social ladder usually run at least twice the risk of serious illness and premature death of those near the top. Between the top and bottom health standards show a continual social gradient. † (Wilkinson & Marmot 1998) In Australian society it is readily apparent that the lower social classes are at greater disadvantage than those in the upper echelons of society; this has been discussed at length in several separate papers on the social gradient of health and its effects on disadvantaged Australian groups (Devitt, Hall & Tsey 2001, Robinson 2002, Caldwell & Caldwell 1995). Within the context of the social gradient of health it can be inferred that Indigenous groups, for example, are particularly susceptible to ill health and poor health outcomes as they suffer inordinately from the negative effects of the key determinants of health. A simple example of this is the inequality in distribution of economic resources: â€Å"Average Indigenous household income is 38% less than that of non-Indigenous households. † (AHREOC 2004). The stress and anxiety caused by insufficient economic resources leads to increased risk of depression, hypertension and heart disease (Brunner 1997 cited in Henry 2001). Higher social status and greater access to economic resources is concomitant with a reduction in stress and anxiety levels, as individuals in these groups have more control over economic pressures which create this stress. This simple comparison proves that the social gradient of health accurately reflects how socioeconomic determinants affect the health of specific social classes at the physiological level. An extension of the research into the social gradient and the determinants of health is the examination of the pathways through which specific social groups experience and respond to these determinants. These ‘psychosocial pathways’ incorporate psychological, behavioural and environmental constraints and are closely linked to the determinants of health; â€Å"Many of the socio-economic determinants of health have their effects through psychosocial pathways. † (Wilkinson 2001 cited in Robinson 2002). These pathways have been demonstrated by Henry (2001) in the conceptual model of resource influences (Appendix A), a model which illustrates the interaction between the constraints mentioned above and their impact on health outcomes. Henry states that a central differentiator between classes is the amount of control an individual feels they have over their environment. Whereas an individual from a lower class group holds a limited sense of control over their well being and consequently adopts a fatalistic approach to health, those in higher classes with a stronger sense of control over their health are more likely to take proactive steps in ensuring their future wellbeing. This means that both individuals will cope differently with the same health problem. This is partly as a result of socioeconomic or environmental determinants relative to their situation, but it is also a result of behavioural/physical constraints and, most importantly, the modes of thought employed in rationalising their situation and actions. In essence these psychosocial pathways occupy an intermediate role between the social determinants of health and class related health behaviours. This suggests that, while the social gradient of health is a good predictor of predisposition to ill health among specific classes, it cannot predict how reducing inequality in itself will affect health outcomes or how a specific social class will respond to these changes. An examination of some initiatives aimed at reducing inequality in the indicators of health outcomes reveals this problem; â€Å"In 1996 only between 5% and 6% of NT Aboriginal adults had any kind of post secondary school qualification compared with 40% of non-Aboriginal Territorians. † (ABS 1998). Within the context of the social gradient of health, education is an important indicator of health outcomes. It is evident from the quote above that there exists huge inequality within the Northern Territory education system; this suggests an increased likelihood of ill health for Aboriginal people in later life. Even though there have been initiatives to address this inequality in one of the indicators of health outcomes (Colman 1997, Lawnham 2001, Colman & Colman 2003), they have had only a minimal impact on Indigenous second level education rates (ABS 2003). This is partly due to the inappropriateness of these initiatives (Valadian 1999), but it is also due to the disempowerment and psychosocial malaise (Flick & Nelson 1994 cited in Devitt, Hall & Tsey 2001) which are a feature of Indigenous interaction and responses to the social determinants of health. Research has also been carried out into how effecting change in the inequalities in other indicators of health might affect health outcomes. Mayer (1997) cited in Henry (2001) examined the effects of doubling the income of low income families and concluded it would produce only modest effects. Henry believes that this points to the strong influence of the psychological domain in influencing health behaviours. This suggests that the key to better health for all lies not just in reducing inequality between the classes but also in changing those elements of the psychological domain which influence health behaviour. Another example of the gap between initiatives to reduce inequality and their impact on those inequalities is evident in an examination of economic constraints experienced by Indigenous Australians on social welfare. Price and McComb (1998) found that those in Indigenous communities would spend 35% of their weekly income on a basket of food, compared to just 23% of weekly income for those living in a capital city for the same basket of food. To combat this inequality it would seem logical to reduce the price of food in Indigenous communities or else increase the amount of money available to those living in remote communities, i. e. a socioeconomic approach. It has already been established that increasing income has only modest effects and in combination with the fact that smoking, gambling and alcohol account for up to 25% of expenditure in remote communities (Robinson 2002), how can it be guaranteed that the extra funds made available through either of the two suggestions above would be employed in achieving a desirable level of health? One possible suggestion is that a socioeconomic approach must be complemented by a psychosocial approach which addresses those abstract modes of thought, cultural norms and habits and health related behavioural intentions which dictate healthful behaviours. â€Å"Culture and culture conflict are factors in Aboriginal health. But instead of the emphasis being placed on Aboriginal failure to assimilate to our norms, it should rather be put on our failure to devise strategies that accommodate to their folkways. † (Tatz 1972 cited in Humphrey & Japanangka 1998) Any initiative which hopes to resolve inequality in health must incorporate a sound understanding of the influence of the psychosocial pathways relative to the class level and cultural orientation of that group, otherwise its success will be modest at best. Using Henry’s model of resource influences provides a framework for understanding how addressing these psychosocial pathways can lead to greater uptake of initiatives designed to address these inequalities. An analysis of the National Tobacco Campaign (NTC 1999) reveals how this initiative failed to impact significantly on Indigenous smoking rates. This was a purely educational initiative which aimed to raise awareness of the effects of smoking on health. One of the primary flaws of its design was its failure to even acknowledge those Indigenous groups at the lower end of the social scale; it also failed to communicate the relevance of its message to Indigenous people; â€Å"The only thing is that when it comes to Aboriginal people, they will not relate to Quit television advertisements because they don’t see a black face†¦. I’ve heard the kids say ‘Oh yeah, but that’s only white fellas’. They do. † (NTC 1999) Not only did this initiative fail to connect with Indigenous people, it also failed to influence the elements of the psychological domain which legitimate such high rates of smoking. Within Indigenous culture smoking has become somewhat of a social practice, with the emphasis on sharing and borrowing of cigarettes (Gilchrist 1998). It is ineffectual to put across messages about the ill effects of smoking if the underlying motivation of relating to others is not addressed. In a report conducted on Indigenous smoking (AMA & APMA 2000 cited in Ivers 2001), it was suggested that one of the key themes of an initiative aimed at reducing indigenous smoking rates should be that smoking is not a part of Indigenous culture. The ‘Jabby Don’t Smoke’ (Dale 1999) is an example of an initiative whose design attempted to influence accepted social norms. Its focus was primarily on children, thereby acknowledging the importance of socialization and the instillation of cultural norms at an early age. Unfortunately no data is available detailing its impact on smoking rates. As mentioned earlier in this essay, another feature of the psychological domain which has an effect through the psychosocial pathways is the modes of thought employed in rationalising actions and responses to various determinants and constraints. Self efficacy or the amount of perceived control over one’s situation is an important contributor to health status; â€Å"Empowered individuals are more likely to take proactive steps in terms of personal health, whilst disempowered individuals are more likely to take a fatalistic approach† (Henry 2001) Examples of initiatives which have strived to empower Indigenous people in being responsible for their own health include ‘The Lung Story’ (Gill 1999) and various health promotion messages conveyed through song in traditional language ( Castro 2000 cited in Ivers 2001, Nganampa Health Council 2005). By encouraging Indigenous people to address these issues in their own way, the amount of perceived control over their own health is increased thereby facilitating a greater degree of self efficacy. The intention of this essay has not been to deny that the social gradient of health does not exist or that it is not an effective tool in creating understanding of where social and health inequalities lie. Unfortunately programs and initiatives which have been guided by the social gradient of health and have been purely socioeconomic in their approach have failed to have a significant, sustainable effect on health inequalities. In the US, despite socioeconomic initiatives to resolve inequality, the gap between upper and lower class groups has actually widened in recent times (Pamuk et al 1998 cited in Henry 2001). The scale of the intervention required to ensure a sustained impact on health inequalities has been discussed by Henry (2001), he also highlights the need to garner substantial political will in order for these changes to happen and makes the point that those in the upper classes are relatively content with the present status quo. This essay has attempted to demonstrate that in an environment where well grounded, evidence based socioeconomic initiatives are failing to have the desired out comes, it is perhaps time to focus more on altering those strongly held health beliefs which not only dictate responses to social determinants of health but also dictate responses to initiatives designed to address these inequalities; â€Å"Healthful behaviours are due to more than just an inability to pay. A mix of psychological characteristics combines to form distinctive behavioural intentions†. (Henry 2001) In the current environment of insufficient political will and finite resources it would be prudent to use every tool available to ensure initiatives aimed at reducing inequality between the classes will have the maximum amount of benefit. This approach is not a long term solution, but until it is possible to achieve the large scale social remodelling necessary to truly remove social inequality, and consequently health inequality, it is the most viable solution available. REFERENCES. ABS, 2003. ‘Indigenous Education and Training’, Version 1301. 0, A Statistical Overview, Australian Bureau of Statistics, Canberra, viewed 22nd August 2005, http://www. abs. gov. au/Ausstats/abs@. nsf/Lookup/FC7C3062F9C55495CA256CAE000FF0D6 A statistical overview of Aboriginal and Torres Strait Islander peoples in Australia 2004, Australian Human Rights and Equal Opportunities Commission (AHREOC), Sydney, viewed 20th August 2005, http://www. hreoc. gov. au/social_justice/statistics/. Brunner, E. 1997. ‘Stress and the Biology of Inequality’. British Medical Journal. No. 314, pp 1472-1476. Castro, A. 2000. ‘Personal Communication’. No other details available. Caldwell, J. & Caldwell, P. 1995. ‘The cultural, social and behavioural component of health improvement: the evidence from health transition studies’, Aboriginal Health: Social and Cultural transitions: Proceedings of a Conference at the Northern Territory University, Darwin 28-30th September. Colman, A. 1997. ‘Anti-racism Course’, Youth Studies Australia, Vol. 16, Issue 3, p. 9, viewed 22nd August 2005, EBSCOhost Database Academic Search Premier, item: AN 12878155. Colman, A. & Colman, R. 2003. ‘Education Agreement’, Youth Studies Australia, Vol. 22, Issue 1, p. 9, viewed 22nd August 2005, EBSCOhost Database Academic Search Premier, item: AN 9398334. Dale, G. 1999. ‘Jabby Don’t Smoke, Developing Resources to Address Tobacco Consumption in Remote Aboriginal Communities’, Paper presented to the Eleventh National Health Promotion Conference, Perth. 23-26th May. Devitt, J. , Hall, G. , Tsey, K. 2001. ‘An Introduction to the Social Determinants of Health in Relation to the Northern Territory Indigenous Population’, Occasional Paper. Co-operative Research Centre for Aboriginal and Tropical Health. Darwin. Flick, B. , Nelson, B. 1994. ‘Land and Indigenous Health’, Paper No. 3, Native Titles Research Unit, Australian Institute of Aboriginal and Torres Strait Islander Studies, Canberra. Gilchrist, D. 1998. ‘Smoking Prevalence among Aboriginal Women’, Aboriginal and Islander Health Worker Journal, Vol. 22, No. 4, pp. 4-6. Henry, P. 2001. ‘An Examination of the Pathways through Which Social Class Impacts Health Outcomes’. Academy of Marketing Science Review, vol. 3, pp 1-26. Humphery, K. , Japanangka, M. D. , Marrawal, J. 1998. â€Å"From the Bush to the Store: Diabetes, Everyday Life and the Critique of Health Service in Two Remote Northern Territory Aboriginal Communities. † Diabetes Australia Research Trust and Territory Health Services, Darwin. Ivers, R. 2001. ‘Indigenous Australians and Tobacco; A Literature Review’, Menzies School of Health Research and the Cooperative Research Centre for Aboriginal and Tropical Health, Darwin. pp. 67-80, 93-107. Lawnham, P. 2001. ‘Indigenous Push at UWS’, The Australian, 27th June, 2001. p. 34, viewed 22nd August 2005, EBSCOhost Database Academic Search Premier, item: AN 200106061025662941. Marmot, M. G. , Davey Smith, G. , Stansfield, S. , Patel, C. , North, F. , Head, J. , White, I. , Brunner, E. and Feeney, A. 1991. ‘Health Inequalities among British Civil Servants: the Whitehall II Study’, Lancet, 337, 1387. reading 1. 5. Mayer, S. 2001. What Money Can’t Buy: Family Income and Children’s Life Chances. Harvard University Press, Cambridge, Massachusetts. National Tobacco Campaign. 1999. ‘Australia’s National Tobacco Campaign: Evaluation report Volume 1’. Commonwealth Department of Health and Aged Care, Canberra. Nganampa Health Council. 2005. Nganampa Health Council, Alice Springs. Viewed 23rd August 2005, http://www. nganampahealth. com. au/products. php Pamuk, E. , Makuc, D. , Heck, K. , Reubin, C. , Lochner, K. 1998. ‘Socioeconomic Status and Health Chartbook’. Health, United States. National Centre for Health Statistics, Maryland. Price, R. , & McComb, J. 1998. ‘NT and Australian Capital Cities Market Basket Survey 1998’. Food and Nutrition Update, THS, Vol. 6, pp. 4-5. Robinson, G. 2002. ‘Social Determinants of Indigenous Health’, Seminar Series, Menzies School of Health Research. Co-operative Centre for Aboriginal Health. Valadian, M. 1999. ‘Distance Education for Indigenous Minorities in Developing Communities’, Higher Education in Europe, Vol. 24, Issue 2, p. 233, viewed 22nd August 2005, EBSCOhost Database Academic Search Premier, item: AN 6693114. APPENDIX A. CCONCEPTUAL MODEL OF RESOURCE INFLUENCES. [pic] Henry, 2001. .

Communication Skills - Week One Individual Assignment Essay

Communication Skills - Week One Individual Assignment - Essay Example The three communication skills that would be most beneficial in one’s professional or personal life includes: (1) being a good conversationalist; (2) being an exemplary listener; and (3) being an effective writer. Being a good conversationalist entails knowledge of the communication process and grammatical rules, appropriate behavior in the application of verbal and non-verbal cues, as well as in accurately understanding the messages that were sent, as originally intended.   Finally, one could use skills in writing in one’s future career through the need to comply with business correspondences, reportorial requirements, or sending messages to various stakeholders.   The three important skills that would require one to communicate effectively include applying improved listening skills, knowledge of verbal and non-verbal cues across different cultures, and being able to express one’s thoughts and concerns through the proper choices and structure of words and by being aware of the different settings, audiences, and rhetorical elements that would assist in conveying one’s intended messages. To be able to apply all these skills, it is imperative to be knowledgeable of the elements of the communication, the barriers that prevent senders and recipients from accurately understanding the messages sent, as well as minimizing distractions or noise within the communication setting or environment.

Position paper Essay Example | Topics and Well Written Essays - 1250 words

Position paper - Essay Example This, in spite of the fact that for the greater majority, or about four billion people, and certainly for those living in most of the developed world, the economic systems in place have resulted in improving incomes and a good measure of financial prosperity. The impact of the economic collapse in the failed economies extend beyond incomes, and impact the very sustainability of their entire social fabrics. The strain on the social systems is evident in what Collier sees as poverty traps. There are the civil wars, for one, that are really more about young people wanting change in order to improve their financial lots in life. There are the circumstances thrust upon people due to their location in certain geographies, where countries have the bad luck of being located amidst a generally â€Å"bad† neighborhood. Even natural resources in large quantities, such as oil and minerals, are seen as poverty traps too, because they breed conflicts. Finally, a fourth poverty trap is wides pread corruption brought about by immature political systems and general bad governance structures. These are confluence factors that all heighten the forces that derail the bad luck countries on skid row, so to speak, and these act like powerful downward forces that prevent these countries from escaping a terminal vortex of misery. Externally the forces of globalization and the imposition of global free markets, instead of helping these countries move up, are actually driving them to poverty even more, because the effect of such forces is to funnel growth and development even farther away from the impoverished billion and toward the developed world, which has the infrastructure and the inertia, as well as the resources, to continue to benefit from the existing order, while the unlucky billion continue to wallow in a vortex of poverty. Collier asserts that there are no easy answers, and that solutions lie sometimes in armed interventions, as well as in the intervention and policing of powerful organizations such as the European Union in order to bring about lasting economic and democratic reforms to the impoverished. This paper takes the position that indeed, the problem for the bottom billion is one that is characterized by a high degree of complexity, and the solutions are there, but executed badly Collier; The Observer; Goodreads; Riedel 519). Part of the problem with execution is that there are few organizations with the clout and the wherewithal to enforce changes and to see through them in such a way as to effect lasting structural changes (Collier 1-13; The Observer; Goodreads; Riedel 519). Part of the problem of execution too is that the tools have so far been misunderstood, and used in a bad way, and again these issues go back to the general complex nature of the problem and the very massive resources and effort needed to be used in a sustained manner in order to make the proper changes to rescue the downtrodden billion. Moreover, the incentives for h elping the poorest of the poor are not apparent on the surface, because as it is those who are profiting from the global economic order are comfortably living without the participation of the poorest. These things take long-range planning and thinking, and the concerted effort and goodwill of those who are in the developed world. Apart from all this, the paper also makes the case for the economic viability of making everyone on the planet, including the bottom billion, ride the economic boat to prosperity. The poorest, when they

Merchant of Vinice Essay Example | Topics and Well Written Essays - 500 words

Merchant of Vinice - Essay Example One of the central characters (Shylock) is a money lending Jew. Many Christians during the time in which this play took place believed that money lending was a sin so it was relatively common for Jews to participate in this activity. At the time of the play’s setting, Venice was an exceedingly wealthy city which was funded largely by trade, which meant that money lending was somewhat of a â€Å"Necessary evil†. For the purpose of this paper, avarice will pertain to the sin of excess and the desire to gain more material wealth. It could be argued that the character of Shylock is guilty of the sin of Avarice by the very nature of his profession. As highlighted earlier, the simple lending of money for the purpose of collecting interest was in itself a form of greed. Antonio leant money at zero interest partially to undermine Shylock’s business but also because gaining from other peoples transactions was viewed as sinful. However, Shylock went beyond earning simple interest and it was made abundantly clear that he revered money and often collected high rates of interest. It is the case that envy pertains to an insatiable desire that applies to more than just material wealth, as well as resenting something that somebody else has. It is upon this foundation that it could be argued that Shylock is guilty of the sin of envy insofar as he celebrated at the sinking of the massive fleet while out at sea. Moreover Shylock was also envious of how the law ended up favoring Antonio. Finally it could be argued that because Shylock was often reviled for being a Jew he was envious of the relative freedom that Christians were able to enjoy. Finally this paper will conclude with a discussion on how Shylock was guilty of the sin of wrath. For the purpose of this report, Wrath will refer to some sort of uncontrolled feelings of rage. Probably the most obvious example would be how Shylock demanded

Death Penalty Assignment Example | Topics and Well Written Essays - 250 words

Death Penalty - Assignment Example This is the only way of undertaking death penalty in Colorado. Earlier, there were a number of ways in which the death sentence was being undertaken that included gas chamber etc (Palmer, 2013). The debate of death penalty is Colorado is not proposing the demolishment but rather consider it as an effective strategy against criminal offences. However, the implementation requires a lot of investigation before the overall decision. Recently, the case of Nathan Dunlap has gained much attention by the media as the legislation has been questioned for its effective decision-making in finding necessary evidence (Palmer, 2013). In order to make sure that all acute criminal offences are being addressed with proper implementation of death penalty, seventeenth aggravating factors were listed. These included the murderer to be heinous, murderer’s purpose to gain pecuniary benefits, the victim was kept as a hostage, the victim was personnel of governmental institution, the defendant committed treason against the national interest etc. (Palmer,

Gender and Sexuality Essay Example | Topics and Well Written Essays - 2750 words

Gender and Sexuality - Essay Example The ability to emote with others, feelings of intimacy which have nothing with any impulse of pressure to procreate, and the freedom to express all facets of the mind, are factors which distinguish people as a distinct species and the highest and most evolved life form. Giving and receiving sexual pleasure is a complex trait and a highly evolved capability at the same time. It may or may not be associated with reproduction. Sexuality involves both the physical body, as well as the mind. It is strongly influenced by environmental circumstances. Imposed norms of society dominate notions of sexuality and its link with gender so strongly, that the two axes are inextricably mixed in most minds. A strong bias towards norms of heterosexuality is an overbearing outcome of these conventions. Such impositions are so ingrained in standards of childhood development that instances of misconceptions and denials of natural instincts abound. This document reviews published literature on the valid and assumed links between gender and sexuality, considers the implications and burdens of stereotypes, reviews ethnic and cultural differences in the acceptance of homosexuality, and concludes with suggestions for a liberal world in which individual freedom with respect to sexuality is respected and encouraged. While there are some historical references to homosexuality during ancient times, heterosexuality has dominated the social development throughout the ages. The practice of homosexuality has been entirely repressed at worst, and indulged in surreptitiously and treated as a form of abnormal behavior, not just for centuries, but even during the first half of the 20th century. The scientific study of homosexuality is of relatively recent origin with a rapid acceleration of original work in recent times (Gonsiorek, 1982). The United States has led the world in creating a kind of revolution in researching and understanding homosexual behavior, especially during the last decade. However, the volume of work available to date is still scanty, considering the complexity and social significance of the matter. Collections of findings, surveys, and theories are therefore especially valuable at this stage. This applies to surveys of sexual preferences as well (Oliver, & Hyde, 1993). Homosexuality may be more prevalent, especially in some degrees, far more often and widely than conservative influences have cared to admit. Family backgrounds and societal influences need to be understood to appreciate the sexuality of homosexuals (Ritter, and Terndrup, 2002). It is now appreciated in professional circles that conceptions of homosexuality as have prevailed in the past, may be in grave error. Such biases are self-propagating in powerful ways because they form the backdrop to the development of personalities by infants and by growing children as well. An individual may not express or even admit to homosexuality because of strong conditioning of the mind that it is morally wrong, and because of imposed notions that heterosexual feelings are the only legitimate and desirable form of human sexuality. International researchers (Asthana, and Oostvogels, 2001) have observed ethnic differences between people of the same sexual orientation, with respect to their sexual habits and preferences. Homosexual men in Southern India for example, experience intimacy in ways different from the typical Western stereotype that

Tesco in Chinese Market Essay Example | Topics and Well Written Essays - 3250 words

Tesco in Chinese Market - Essay Example Question 2: To consider the risk and additional difficulties involved when a UK based retail supermarket expands its outlet to include wider Europe and Central Asia. The aim of the question is to get suitable answers that will aid in the reduction of some particular risks. The discussion will flow in the direction by first providing evidence of research which inform regarding the implications of expanding business in the said geographies and especially expanding in foreign markets. An analysis of the possible risks and steps involved to mitigate such risks will also be mentioned. Question 1: The proceedings of the RICS foundation construction and building research conference stated the following with regards to the client and stake holder briefing during the pre design phase of construction. "Client briefing is considered to be one of the most important stages in the life of a project .. Research in the UK has identified the need for the clients and advisers to be aware of the importance of what can be commonly termed, the strategic level of decision making."(Smith 2002) The research resulted in indicating that client briefing at the strategic level had the most potential for cost savings in the project. The outcome of the briefing can be maximized positively if client advisers at the time of meeting place high priority on: 1. Understanding the project priorities and business objectives 2. Providing advice which assist clients to gain competitive advantage. 3. Being client oriented rather than focusing too much on the details of the project to the detriment of the broader issues and objectives. (Hapanova et. al 2005) The briefing at the pre design stage should no doubt be one that is wholesome and involve all the participants in an active manner. This can be achieved only if the needs and concerns of everyone are addressed. Eventually there arises a need for the development of a process that will systematically solve issues and clarify doubts raised. The process must be useful well organized and sensitive to client and stakeholder needs. Thus any briefing process designed must have the following essentials in order to improve outcomes for the client, the stake holder and the members in the design team. 1. Create various strategic options for the future direction of the organization 2. Actively involve a range and number if different types of stake holder; 3. adopt fair and rigorous means of decision making 4. To allow each participant (the client, stakeholder and the members in the design team) to contribute to the decision making process irrespective of their position and their role in the organizational hierarchy. 5. Involve external stakeholders so that they can contribute to the development of a strategic decision. 6. Provide commitment to decisions made to improve their chances of implementation. 7. be supported by senior management in the process and through the decision makin

Humanities II course work Essay Example | Topics and Well Written Essays - 2750 words

Humanities II course work - Essay Example As the movement grew, it gave rise to expressions of the fantastic and the exotic (Cunningham & Reich, 459). While Romanticism can be a nebulous concept, it’s most accurately expressed through a core group of elements in art and in literature. One of its earliest manifestations was a love of nature, expressed by artists throughout Europe, who exhibited an unprecedented use of personal perspective, scope and color. This was, in large part, a reaction against the onset of modern society. â€Å"The growing industrialization of life in the great cities, and the effect of inventions like the railway train on urban architecture stimulated a ‘back-to-nature’ movement as Romanticism provided an escape from the grim realities of urbanization and industrialization† (Cunningham & Reich, 430). This style struck a chord with people who were, in their own ways, seeking an escape from the de-personalizing effects of society. As the Romantic style gained momentum in the la te 18th and early 19th centuries, it became more self-consciously a rejection of classical art forms. The American and French revolutions utilized classical forms to express their rejections of the old forms of government Romanticism to Post-Modernism 3 against which they were rebelling (Cunningham and Reich, 424). The leaders of America’s revolution against Great Britain borrowed heavily from classical forms of architecture to express a timeless connection between their Democratic form of government and that of the ancients Greeks and Romans. For Romantic artists, this was a limiting artistic convention not adapted to the kind of self-expression with which the new style was infused. In the early phase of the Romantic movement, Goethe’s plays served as a literary catalyst for the turbulent, aggressive Sturm und Drang school. His works were prototypes of the emotionalism and rejection of governmental authority that characterized Romanticism. â€Å"Modern criticism stil l considers Goethe’s use of dramatic technique in the Sturm und Drang as unconventional and revolutionary with respect to dramatic forms in general and Aristotelian drama in particular† (Stewart, 277). This trend would come to encompass music, poetry and the philosophy of Emmanuel Kant, Georg Hegel and Arthur Schopenhauer. The political environment in Europe at the time was set in turmoil by the French revolution and its aftermath. The Napoleonic wars of the late 18th and early 19 centuries aggravated nationalistic fervor throughout the continent. This historic and political cataclysm had a profound influence on artists and thinkers. Romanticism lent itself readily to mythological themes, and the great life-and-death struggle that engulfed Europe inflamed the mythologies and folk traditions in every European nation. In Germany, for instance, this phenomenon found its apex in the ancient Norse mythology that Richard Wagner would fashion into his famous Ring cycle opera. The lasting impact of Romanticism was that the nationalism of Europe’s nation Romanticism to Post-Modernism 4 states was enhanced - in some cases created - by the writers and artists of the Romantic movement. â€Å"Many Romantic artists identified with the nationalist movements of the times and either supported their own country’s fight for freedom (as in the case of Verdi) or championed the cause of others (as did Lord Byron)†

Introduction to Construction Management Essay Example | Topics and Well Written Essays - 250 words

Introduction to Construction Management - Essay Example I learned to be a creative thinker, which helps me a lot in my real life. The class increased my personal effectiveness. I enhanced my reading skills, research skills, and developed the capacity to take multiple-choice tests. I learned how to become a better note taker during lectures, and learning about personal values. Indeed, I learned how to record and differentiate main points from minor points in a strategic manner. The class taught me how to become a good time manager since I had to attend classes, discussions, extra-curriculum activities, meals, and work on part time basis. Moreover, the Ethics chapter helped me a lot in my senior project class. Indeed, college experience incorporates personal values and ethics into every aspect of life. I maintained honesty, accountability, and persistence during my college experience. I also enjoyed the visiting people for compassion. They taught us about their fields and what they do. Also, they lectured us on the safety standards they use in their companies and how they keep up with them. Also I learned new ways to find sources using the library website and some other websites. If I had taken this class in my first semester, I would have utilized all the strategies I learned in it. That would have made me a better student. I also learned to be a critical thinker where I had to make wise and independent decisions to succeed in my first year that was quite challenging. I made a critical decision of majoring in Mechanical Engineering Technology to discover new ideas in construction management, and to fulfill my graduation requirements. I believe that the class is one of the best classes, but since it focuses on freshmen, I would do more out of class activities. I would make visits to the different labs we have on campus, and teach more about the machines we have in these labs. It would have been better

Racism and Non-Western Discrimination Essay Example for Free

Racism and Non-Western Discrimination Essay Slavery dates a thousand years back and now comes to be one of the sources of dismay for people who are relatively concerned with their neighbors. Africans are the main victim of this atrocious treatment, having a different color and being considered to be the most underdeveloped human being compared to their European and white counterparts. This classification of people, through their skin color and place of birth, accompanied by extreme feeling of hatred and disgust is widely known as racism. It attracts other people to look at a persons natural characteristics, their nose, hair, complexion, etc., as basis of their capacities. Thus came more superior races because of being more desirable and developed than the others.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Racism has been evident in the past decades and has been the basis of bloody wars and genocide. Hitlers hatred over the Jews killed thousands of these religious descendants because of his belief that his bloodline is supreme than that of David. Until now, the holocaust denial movement insists that there are no mass murder committed against the Jews. This anti-Semetic treatment over Jews continue until now, evident mostly in their war in the Middle East (â€Å"Anti-Semitism,† 2001, n.p). The concept of Deicide, or the killing of a God, has intensified this hatred in the rise of Christianity. Radical racism has encouraged separatism, a tradition where the inferior race is removed of the benefits enjoyed by their superior counterparts (â€Å"Racism,† 2001, n.p). In the U.S., white supremacist groups continue to establish racism against the blacks, spreading the word of inequality all over the country with their skin-head members.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One recent issue that needs appropriate concern is the interne-hate. It is an online propaganda, primarily using internet websites, to conjure and express hatred and discriminate people of perceived inferior race (â€Å"Internet Hate,† 2001, n.p). Because of internets free environment, almost absolutely allowing every person with access to express their thoughts, it became the battle ground and sanctuary for many racist activities all over the world. Publication of hate inciting materials in the world wide web has been greatly tolerated because of the lack of internet related laws prohibiting or limiting the freedom it offers to its users. Furthermore, the growth of this technology helped in proliferating violent messages to millions of users around the world, including children.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Other means of racist behavior before have included pamphlets, brochures, posters, and magazines. Racism also manifested through radio and TV shows, theater plays, and movies. Taking advantage of recent technological advances, racists elevated their campaign against other races through the internet, where information is sent in a split second to millions of users. They can send electronic mails to private users and fellow racists, comment on internet contents, join discussion groups, upload hateful videos and music, and incite violence through blogs without being identified. They can literally hide their identities, use multiple profiles, and present pictures not their own.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Racism can also be widely encouraged through this system. Racists can easily find other racists who can strengthen their claims and remove them of any dissonance. They can also insist that they are backed up by thousands of other racists, to scare their targets and attract supporters. One particular website is the BlackMonitor. It contains articles and discussion posts from unknown sources. Articles are primarily against blacks – black athletes, celebrities, families, criminals, perverts, politicians, and terrorist. There are criticisms against even talented blacks, like Fifty Cent (â€Å"Nigger 50 Cent Hates Alicia Keys,† 2008, n.p) and Wesley Snipes (â€Å"Nigger Wesley Snipes off to Nigger College,† 2008, n.p). Most particularly, presidential candidate Barrack Obama has been targeted with so much criticism, a comment even asked for an assassination (Lies, 2008).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The internet phenomenon is deemed to be the most influential source of information being easily accessed by millions of users. Also, the lack of rules because of its international coverage is primarily the reason for its wide use for racist activities. Local and federal laws may exist, other countries may have implemented strict censorship, and some websites may have established their own guidelines for publication. However, these may not be enough to stop this hateful attitude toward people perceieved to have inferior race.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Racism itself is hard to vanish. No matter how hard we try in alleviating discrimination, some people who will always think that they are better than the other and will resolve to violent attacks against them. However, there are basic solutions we can employ to help the abused people. Counter superior-inferior racial notions Implement equal opportunities, blacks and Asians remain less developed because their white counterparts are being entertained well in many companies. Incorporate anti-racism in childhood education and enforce it well in the preceeding years. Encourage international and intercultural education. Specify racial crimes and establish punishments for it. Dissolve racist groups and give its members appropriate measures and education.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Racism basically becomes violent because of misinformation. By removing the wrong notions about racial classifications and implementing effective education on children and young adults, and enforcing laws against racism we can minimize this long criticized issue.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Internet Hate in particular can be limited through censorship and establishment of necessary laws to stream its contents. This may limit freedom of expression and thought, but freedom is never absolute. There are details that should be removed because of their harmful contents. States have a great responsibility in prohibiting malicious contents in their areas since international laws may be hard to enforce in local cities. Registration of websites can also be an effective solution. Through this we can identify who owns and manages a website and have people to blame in cases of discrminatory contents. Censors may also be established to have constant checks, though this may be very exhausting due to the thousands of websites that are active in the world wide web. However, users reporting malicious contents can help in determining websites that should be sanctioned and ordered for closure. Again, this may bar certain rights and privacy policies, but if we are really serious in removing inequalities and minimizing those discriminatory eyes against our unfortunate friends, we can take this step in alleviating racism.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Many of us may think that freeing this world of racism is impossible. Lawmakers, who are secretly racist themselves may oppose such acts. Nationalist movements and groups may also prevent us from reaching our goal of equality and non-racial classification. However, many people have suffered enough because of this kind of treatment, of constantly giving them a hateful stare, beating them on their way home, treating them like dogs, under paying them, and lastly trafficking these innocent people. These actions may force them to be aggressive towards us, and that gives us new reasons for discriminating them. It just wont stop this way. Indeed, there will always be inequality, but at least, let us, more developed individuals, be more compassionate and understanding of their situation. References Anti-Defamation League. 2001. Anti-Semitism. Retrieved 29 April 2008. http://www.adl.org/hate-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   patrol/antisemitism.asp Anti-Defamation League. 2001. Internet Hate. Retrieved 29 April 2008. http://www.adl.org/hate-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   patrol/internet_hate.asp Anti-Defamation League. 2001. Racism. Retrieved 29 April 2008. http://www.adl.org/hate-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   patrol/racism.asp Blackpubwatch. Nigger 50 Cent Hates Alicia Keys. Black Monitor. Retrieved 29 April 2008.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://blackmonitor.wordpress.com/2008/04/20/nigger-50-cent-hates-alicia-keyes/ Blackpubwatch. Nigger Wesley Snipes off to Nigger College. Black Monitor. Retrieved 29 April   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2008. http://blackmonitor.wordpress.com/2008/04/20/nigger-wesley-snipes-off-to-nigger-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   college/ Black    Monitor. Lies. Comment on Barack Obama Pathological Liar Extraordinaire by blackpubwatch.   Retrieved 29 April   Ã‚  Ã‚  Ã‚   2008. http://blackmonitor.wordpress.com/2008/04/26/barack-`  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   obama-pathological-liar-extraordinaire/

Behaviour Management in Classrooms

Behaviour Management in Classrooms Teachers face several challenges while teaching young children. One of the major challenges teachers need to adjust to while teaching in the early years of schooling is to be able to effectively manage the behaviour of students in a classroom setting. Teachers need to have realistic expectations of the appropriate behaviours that students can display in the classroom to ensure that effective and conducive learning takes place. Teachers spend most of their time in classrooms with students. Thus, it is important that they are able to successfully ascertain behaviour management strategies that will ensure classroom environments that are nurturing and marked with high levels of achievement. (Charles, C, 1996, pg 205) Therefore, it can be seen that behaviour management is an extremely imperative aspect in both the life of the teachers and students. Behaviour management refers to the actions and strategies of teachers to prevent and respond to inappropriate behaviour of students as well as to enhance self discipline among students. (Walker, J.E. and Shea, T.M, 1999 pg7) Inappropriate behaviour in classrooms may refer to students fighting, swearing, disrupting class activities for no reason, displaying loud and disorderly conduct and inept or misuse of equipment. (Walker, J.E. and Shea, T.M, 1999 pg 10) This kind of negative behaviour can cause distress, chaos and disruptions in learning especially for those who are keen to enjoy the learning. (Walker, J.E. and Shea, T.M, 1999 pg 10) Hence, it is fundamental that teachers develop an appropriate framework to manage the students behaviour. This is as the way in which behaviour is managed by teachers has a major influence on how the students will behave in the future. According to research, being able to successfully manage the behaviour of students in the early years ensures good academic learning to occur as there is a relationship between intellectual outcomes and behaviour. (McInerney, D, 1998 pg 108) There are three reasons for this. The first is that a student who is responsible would adhere to certain student requirements such as paying attention and completing work on time. (McInerney, D, 1998 pg 108) These are qualities fundamental to great academic achievement. Secondly, students who behave well will develop positive interactions with teachers and their peers. (McInerney, D, 1998 pg 108) Having a good relationship with the teacher will enhance a students learning process as teachers seem to give less attention to students who misbehave.( McInerney, D, 1998 pg 108) Furthermore, a strong rapport among peers, especially peers who value education augments students motivation to achieve. (McInerney, D, 1998 pg 108) Thirdly, students who are m otivated to behave in an appropriate and socially responsible manner will be motivated to engage well in their academic work. (McInerney, D, 1998 pg 109) Instilling discipline and good learning skills in students is also essential. These lifelong skills which when imbibed at an early age will help the students to become good citizens in the future who will be disciplined in their working and adult life. Furthermore, having effective behaviour management strategies in place will result in a classroom environment that is conducive to learning and development as well as result in students understanding and developing appropriate behaviour. Hence, teachers need to be aware of a range of strategies and skills for responding to students inappropriate behaviour and managing their behaviour in the classroom. Firstly, teachers need to realise the cause of misbehaviour among the students in the classroom. There may be a few reasons as to why misbehaviour may occur. Misbehaviour and discipline problems tend to occur when students are not engaged in activities that are absorbing or interesting.( McInerney, D, 1998 pg 112) Students may also find tasks given to them either too hard or too easy hence not allowing them to achieve success. All this may lead to attention seeking through disruptive behaviour. Aside from poor quality teaching, students may have social and emotional problems such as inconsistent parenting, poverty, emotional or physical abuse, poor self esteem which could also lead to misbehaviour in classroom. . (Walker, J.E. and Shea, T.M, 1999 pg25) Other factors may include students rebelliousness or students not li king or being comfortable with their classmates. . (Walker, J.E. and Shea, T.M, 1999 pg25) According to Dreikurs, misbehaviour among students is usually a need for recognition and attention. (McInerney, D, 1998 pg 125) As there are such varied causes for misbehaviour, it is vital that teachers analyse the causes of the behaviour of their students so as to provide them with helpful strategies and support to improve their behaviour. This analysis should be done by having a positive and interactive relationship with the students. (Charles, C, 1996, pg 206) Teachers should also provide personal attention towards all students to acknowledge and encourage their efforts. (Charles, C, 1996, pg 207) Teachers should also create a sense of togetherness in the classroom so that students feel at ease with one another and the teacher. Communication regularly and clearly with parents of students is also extremely essential to bring in parental support into the classroom. (Charles, C, 1996, pg 208) In this way, an atmosphere that is supportive, pleasant, encouraging and boosting self confidence as well as being non-threatening will be created. This positive atmosphere will allow teachers to better understand their students as well as the causes of their misbehaviour thus helping the teachers to implement fitting consequences and strategies in managing their behaviour. Apart from understanding the root cause of the students misbehaviour, teachers should also develop a framework of rules, routines and consequences from the onset of the year. The rules should be fair and equal towards all the students. Teachers should teach the students rules by demonstrating them clearly with concise explanations and role modelling suitable behaviour. (McInerney, D, 1998 pg 110) This behaviour should then be practised and positive feedback should be given to students when they practice it. . (McInerney, D, 1998 pg 110) These rules should be guidelines of appropriate behaviour that the teacher expects whilst in the classroom and usually depends on the individual teacher. Examples of rules in the classroom could include sitting quietly and listening intently when the teacher is talking or participating in a group discussion in an apt manner by contributing well and not fighting or speaking rudely to one another. Teachers should intervene immediately if they notice misbehaviour in the classroom that is against the guidelines established occurring. This technique is withitness whereby the teachers are always aware of what is going on in the classroom. (McInerney, D, 1998 pg 215) This will allow the misbehaviour to be corrected immediately and teachers could decide based on their guidelines if they want to warn the student or provide the student with a consequence. (McInerney, D, 1998 pg 215) Consequences should also be applied with equality to all students and in a calm manner so that students realise that they were misbehaving and understand that their misbehaviour is against the guidelines established. (McInerney, D, 1998 pg 115) A teacher should be firm but fair. Moreover, a good technique to follow if a student has broken a rule is to help a student evaluate his/her misbehaviour and to provide support to help the student improve upon their behaviour. (McInerney, D, 1998 pg 122) An example of this is to confront a student who has misbehaved by asking him/her to explain their misbehaviour to bring out the cause of the misbehaviour. (McInerney, D, 1998 pg 122) After finding out the cause, the teacher should establish with the student if his/her misbehaviour is against the rules established in the classroom. If so, teachers should encourage the student to find an alternative of their behaviour or to suggest a consequence that is fair to the student. (McInerney, D, 1998 pg 122) This process will enable the students to understand where and why they went wrong. This technique is called reality therapy and is recommended by Glasser. (McInerney, D, 1998 pg 122) This is a practical approach that enables a student to realise their misbehaviour immediately as well as provide them with alternatives of misbehaviour to handling a similar situation. Teachers should be continuously involved in the process of helping students correct their misbehaviour so that they are aware of the misbehaviour and so that discipline is instilled in them. Apart from establishing a framework of rules and consequences, teachers should also establish a routine and an appealing curriculum in the classroom. This will help prevent boredom among the students. The classroom routine should be established at the beginning of the year and students should be made aware of it. (Rogers, B, 1990 pg 58) The routine should include smooth transitions among lessons with a prompt beginning and an appropriate concluding procedure. The learning curriculum should provide activities that are creative and innovative so that students are kept engaged and motivated to learn. Activities should also have objectives and goals that are catered to the individual students learning and development so that all students are occupied and enjoy their tasks. .(Rogers,B, 1990 pg 58) Activities should also be pitched at the different levels of ability of the students as well as have a holistic approach encompassing the physical, social, emotional and educational aspects of d evelopment. Such an interactive curriculum will reduce the occurrence of misbehaviour, minimize the chance of disruptions and ensure maximum productive work. In conclusion, teachers should strive to create an atmosphere in the classroom that is favourable to learning by maintaining a facilitating relationship with the students, establishing a reasonable framework of rules and consequences and finally, providing students with a curriculum that is not only motivating, but also appealing. The above mentioned techniques will allow teachers to understand the cause of misbehaviour in the classroom as well as to help curb it. This will be extremely beneficial to all the students as they will be provided with an environment that maximises their full potential in their learning and development and motivates them to succeed and achieve their goals.

International trade and restrictions such as tariffs

International trade and restrictions such as tariffs Introduction A tariff is a duty levied on a product when it crosses national borders. The most popular tariff is the import tariff, which is tax levied on an imported product. Most of the time, tariff is imposed for protection or revenue purposes. A protective tariff is designed to insulate import-competing producers from foreign competition. Though protective tariff is not indented to totally prohibit imports from entering the country, it does place foreign producers at a competitive disadvantage when selling in the market. A revenue tariff is imposed for the purpose of generating tariff revenues and may be placed on either export or imports. The important thing to be considered about tariff is who gains and who suffers. It means the impact of tariff on stakeholders. Government gains, because it gains revenue from the tariff. Domestic producers gain, because tariff protects them from foreign competitors. Consumers lose because they pay more. In general, two conclusions can be derived from the effect of import tariff. First, tariff is pro-producer and anti-consumer (domestic). While tariff protects domestic producer, at the same time it increases domestic price of the product. Second, Import tariff reduces overall efficiency of the world economy (large country). It reduces efficiency because protective tariff encourages domestic firms to produce more at home, but they can produce more efficiently abroad. The result is insufficient using resources. Besides, tariff raises employment in the protected industry (such as steel) by increasing the price of competing import goods. Industries that are primary suppliers of inputs to the protected industry also gain jobs. However, industries that purchase the protected product (such as auto manufactures) face higher costs. These costs are then passed on to the consumer through higher prices, resulting in decreased sales. Thus unemployment falls in these related industries. Tariff Welfare Effects (large country) http://internationalecon.com/Trade/Tch90/90img47.gif Source of: http://internationalecon.com, International Trade Theory and Policy Welfare Effect of Tariff Welfare Effects of Import Tariff on Steel Stakeholders Imported country Exporting country Consumer Surplus -(A+B+C+D) +e Producer Surplus +A -(e+f+g+h) Govt. Revenue +(C+G) 0 National Welfare +G-(B+D) -(f+g+h) World Welfare -(B+D)-(f+h) Source: Suranovic S. (2004), International Trade and Investment Policy, ch 90 Domestic Consumers The consumers are affected by the market price. High price will reduce the consumer surplus because tariff reduces the purchasing power of consumers. As it is mentioned in the table, consumer loses: (A+B+C+D). Domestic Producers Producers are also affected by the market price. An increase market price will lead to increase the supply, and producer surplus will rise. High price is an incentive for the producers to increase production. It is obvious from the table producer gains: +A Domestic Government The government receives revenue as government impose import tariff. Beneficial from the revenue depends on how government will spend it. + (C+G) Domestic welfare Domestic welfare is summing gains and losses of the stakeholders. As a result, the domestic welfare is positive. +G-(B+D). Tariff Effects on Exporting Countrys Consumers As a result of the tariff, export countys consumers are happy. The price reduction in the export countries increases consumer surplus. . A decrease in the market price will lead to an increase in the quantity purchased and a large consumer surplus. +e Exporting Countries Producers Tariff leads price falls in the exporting country and the producer surplus reduces. Production decrease because, demand for the product diminish as it mentioned above for the large country. (e+f+g+h) Exporting Countrys Government Export country gains nothing, as tariff has no effect on the revenue. 0 Exporting Countries Welfare As usual the aggregate welfare is the summing of the gains and losses to consumers and producers. The welfare of the exporting country decreases. (f+g+h) Tariff Effects on: World Welfare If small country imposes tariff, it does not affect the world price. Contrary, if large country imposes import tariff it reduces the world price of the product as the demand decrease. If the world price falls, it diminishes world production and consumption. So the world welfare reduces. (B+D)-(f+h) Bushs Steel Tariff Case of U.S. Background of the Case Steel has traditionally been a very important industry worldwide. Steel is an important ingredient and symbol of an economy. As a result, governments around the world are willing to be highly protective of their steel industry. Global consumption of steel rose from 28million tons at the twentieth century to 780 million tons at the end-an average increase of 3.4 percent per year. Source: Michael, R. Czinkota (2005), International Business, 7th edition, part 2, p137 America is one of the worlds largest steel producer and consumer. But 31 American steel producers went bankruptcy, because of the cheap steel import. In November 2001, the International Trade Commission realized that the U.S industry had suffered serious injury from imports. It recommended that president impose tariff from 15 percent to 40 percent, depending on the type of the steel. Substantial tariffs on steel imports would raise U.S domestic price and will boost the industry. Without protection, nearly 60,000 U.S steel workers can lose their jobs. Besides, there are many steel consumers, such as automakers and construction companies. Increase the price hurt the consumers businesses. Steel consuming producers argue that because of the high price, they would lose competition with foreign rivals. Imposing tariffs on steel imports goes against U.S trade liberalization and EU warned U.S. Making the Decision President George W. Bush faced difficulties. If he eliminated the tariff it would lead more domestic steel producers to bankruptcy. On the other hand if he did too much of the tariff, it would cause trade war with steel-producer countries. On 5th of March 2002, President Bush decided to impose 30 percent tariff on importing steel. President Bushs Steel Trade Remedy Program of 2002-2003 Tariff Rates Products year1 Year 2 Semi finished slab Plate, hot-rolled sheet, cold-rolled sheet 30% 24% Tin mill products 30% 24% Hot-rolled bar 30% 24% Cold-finished bar 30% 24% Rebar 15% 12% Welded tubular products 15% 12% Carbon and alloy flanges 13% 10% Stainless steel bar 15% 12% Stainless steel rod 15% 12% stainless streel wire 8% 7% Source: Robert, J. Carbaugh (2006), International Economics,10th edition, ch 4,p122 According to political, it was the most aggressive action take by George Bush in order to protect domestic steel industry. http://www.bized.co.uk/images/steel_tariff.gif Source: http://www.bized.co.uk/images/steel_tariff.gif Reactions As it was expected, the first reaction was by leading steel-producing countries. Americas largest trading partner EU also increased its tariff against U.S producers. But Japan, South Korea, Brazil and Australia promised to take the United States to WTO arbitration panel. Despite U.S officials protested that it was just temporary safeguards. According to EUs Trade commissioner, Pascal Lamy: The international market is not the Wild West where everyone acts as he pleases. German Chancellor Gerhard Schroeder declared the Bush decision against free world markets, while French President Jacques Chirac called the move serious and unacceptable. The Major steel-Producing Countries, 2001 and 2000 Source: Michael, R. Czinkota (2005), International Business, 7th edition, part, p138 Russians said the tariff had a profound impact on the relations between the two countries. Russian official claimed that U.S hit a blow to one of the Russias major export industries. As a result, in March 2002, Russia began trade war between U.S as putting embargo against U.S poultry import as a reason of health concern. Impact of tariff on domestic market The Bush tariff provided some relief to U.S. steelmakers from cheap imports. But some cost-cutting occurred among steelmakers during 2002-2003: some producers merged and labor contracts were renewed. Large number of U.S. companies who use steel for production opposed against the Bush tariff. Chief executives of these firms noted that, tariff drove up their costs and imperiled more jobs across the manufacturing belt than they saved in the steel industry. President Bush found himself in difficult situation by opposing interests of steel producers and steel users. Removing Bush tariff After reviving the steel industry, Bush removed steel tariff in December 2003. He noted that the tariff provided steelmakers time for restructuring and regain competitiveness. But his removal of the tariff was primarily in response to the WTOs ruling. Impact of tariff on stakeholders However, both the issuing and the lifting of the tariffs caused controversy in the United States. All evidence points to the fact that the move seemed to have backfired as the price of raw material have risen, inadequate supply of these raw materials (steel scrap) leading to delivery delays, all of which are transferred to the consumers of steels (automobile manufactures) in form of high prices. In some cases, these steel consumers found it even cheaper to source from abroad, further cutting the steel market in the U.S. and eventually loss of jobs. Most of the car makers shifted their resource from steel to plastic. It left the consumers such as automobile makers to competitive disadvantage situation; because car prices were high and low quality (most of the parts were plastic). Steel scrap is an essential raw material for steel mills around the world. Mini-mills, which run on electricity instead of coal-fired furnaces, produce about one-third of the worlds roughly 900 million metric tons, and they rely exclusively on scrap steel. Nucor Corp. a Charlotte, N.C., a large U.S. steelmaker that operates electricity-fired furnaces, raised prices on its steel-sheet products by $40 a ton as rising demand gave it room to pass on rising raw-material costs to customers. Weirton Steel Corp. followed suit by adding a $25/ton surcharge to all its products. These price hikes has made U.S. steel uncompetitive in the global market. In addition, non-unionized and more efficient steel company (Nucor Steel Corp.), have as a result of the move, taken most of the market share from unionized companys operating old lines. The tariff also meant that Europe was bound to be flooded by the diverted steel, which was cause for concern. However, by 2002, whatever global steel glut that existed had vanished as a booming Chinese economy sucked in more steel imports, further undermining the American steel market. Hence, other foreign producers took the advantage presented by the emerging market s and kept the steel trade going while the U.S. suffered. Amid the fears of the tariffs imposed on steel imports, many in the U.S. regarded the move as wealth destroying and politically escapable. They argued that it did nothing to help the people it intended to in the short term and it failed to address the ensuing high costs, including legacy liabilities in health-care and pension benefits. The argument that the tariff gave the steel industry breathing space to adapt to a new market, has been viewed by some as the developed world version of the old infant industries line that has long been discredited by the Third World. In the global arena, the United States poised at the receiving end of retaliatory levies from Japan and some European countries. The Japanese threatened to impose retaliatory duties on a range of American products, from steel to gasoline and clothing if the U.S. did not drop the tariffs on foreign steel imports the WTO considered illegal. This move was intended to add $85 million a year to the price of American goods exported to Japan. Similarly, in August 2002, the WTO told the European Union it could impose some $2.2 billion in punitive tariffs on imports from the United States, ranging from textiles to pool tables and citrus products. Under retaliatory threat, the Bushs administration spent a good deal of time coming up with a package that would both avert a trade war and blunt criticisms from the domestic steel industry and its workers. The tariffs were lifted by Bush on December 4, 2003. The lifting of the 30 percent steel tariff was welcomed with applause although the administration indicated that it will still be monitoring imports in order to respond if cheap steel surges into the U.S. A major trade war was consequently avoided and within minutes of the announcement, the European Union had dropped its threat of retaliatory tariffs on $2.2 billion of U.S. products. Also joining the celebration were U.S. steel-consuming industries that had watched prices jump by more than 30%. An International Trade report found that in their first year alone the levies exacted a $680 million hit on the economy. Soon after the tariffs were lifted, steel prices in the U.S. rose. This continued through the first quarter of 2004. As of early April, 2004, steel warehouses saw no sign of significant in-bound steel from foreign shores that could drive the price of steel down to the level it had reached before Bush withdrew the tariffs. This indicates that U.S. steel producers may have imp roved its equipment and processes as intended, thereby, putting them at favorable competitive stance to trade steel within and outside the U.S. This can be improved more, if U.S. manufacturers reach a deal with labor unions in order to rid the industry of its legacy costs to employees. Though tariff saved about 60,000 of Americans who worked for steel using manufactures, it increased unemployment in steel consuming industries such as automobile manufacturers. Conclusion The lessons from this act of protectionism vary among individuals and groups of individuals. Indeed, some of the presidents political opponents, such as Representative Dick Gephardt, criticized the plan for not going far enough and some of the steel manufacturers advocated for more time and that tariff exemptions should not be made to countries, especially those that were threatening to impose retaliatory duties. The early withdrawal of the tariffs also drew political criticism from steel producers, as well as supporters of protectionism, but was cheered by proponents of free trade and steel importers. It is however, difficult to determine with certainty if President Bushs tariffs was the necessarily way to go. We have seen that while the tariffs have been somewhat restrictive, they have not fully prevented foreign steel from coming into the United States. In the global economy today where the tenets of free trade have been embraced by most nations, where nations are seeking ways of conveniently eliminating barriers to trade for the purpose of domestic and international economic emancipation the lesson learned is that protectionism will always backfire and it is in the best interest of the U.S. and other nations to stick to and defend the free trade principles.

Asteroids a Planet Killer :: essays research papers

The universe is a shooting gallery and earth is the bullseye. The earth is always under threat of a doomesday asteroid that will wipe out civilization. There are over one thousand asteroids traveling toward earth and only three quarters are accounted for. Where are the other one forth? No one knows because the government doesn't fund NASA astrologists enough to cover the astroids. Just one impact could end civilization as we know it. No matter where it hits everything would die, even bacteria. To give an estimate how much is spent on asteroid detection. It is said to be less than the cost to operate a single McDonald's franchise. Total disaster would occur no matter where the asteroid hit. Land, sea it doesn't matter. Ocean impact would create a number of things. First, a Tsunami(tidal wave) would be created on impact. The wave would be hundreds for feet high traveling hundreds of miles per hour. It would start to slow down crashing ashore through all coastal city. Then, finally was h up hundreds for miles inland. " The mid-Atlantic Ocean impact ranging from 400 meters to 5 kilometers in diameter. This would generate a tsunami that would sweep across the upper East Coast of the United States to the Appalachian Mountains."(Gottschalk 1) The blast of the impact would equal a 300 gigaton blast of T.N.T. Also, 2.4 seconds after impact, a small fireball with a temperature of 5000'C would sweep across long island. A land fall strike would cause total divistation. The asteroid would create a earth trembling impact causing earth quakes around the world. The binding flash will show impact and the crater would be twenty miles across. Then, a blanket of dust and debris would blanket the earth and block the sun's light. This would occur for hundreds of years and the climate would be disrupted. Global killer no matter where it hits. The end of the world is only 28 years, 10 months, 19 days, 1 hour, 45 minutes, and 39 seconds away. An asteroid named XF11 is on rout e to hit earth directly. October is the month and 2038 is the year. Discovered by Jim Scotti on December 6, 1997 while looking at star with the Arizona Spacewatch Group. The asteroid "is predicted to pass at a rather comfortable distance of about 600,000 miles (about 960,000 kilometers) in 2028," "reported Dr. Donald K.

How Intelligent Are Dolphins? Essay -- Aquariums Intelligence Essays

How Intelligent Are Dolphins? There is something about dolphins that fascinates me. They are some of the most intelligent and beautiful animals that I have ever seen. Their faces are so cute that every time I look at a dolphin it looks like it is smiling at me and wants to tell me something. The noises they make represent some kind of language and it makes me wonder if they can really communicate. I also want to know what kind of feeling they have and whether they have emotions. This is why I chose to do this I-search project on dolphins; the different kinds of dolphins there are, the places that they can be found and their mental abilities. I remember sitting at a dolphin show when I was six years old. I felt like the dolphins were my friends; I felt like I could go to them and tell them all my stories, laugh with them and share my thoughts. They seemed innocent and sweet to me. After the show I went down to the water where the dolphins were with my mother and we asked if I could just play with them for a little. The trainer let me. There are no words to express my excitement. I went to the dolphin and I hugged him I gave him a fish and them I started telling him a story. I do not remember what I said anymore because I was really young at the time. What I do remember is that the story was funny and I was laughing and then the dolphin started making these noises as he was laughing with me. Then he splashed me with water. Years later when I thought about that experience and I did not know whether it was just my childish imagination or if the dolphins actually understood. I wanted to find out if that they possess great int elligence, sense of humor and if they can really communicate with each other. Regina Blackstock is a ve... ...someone next to them. They have families. Lastly they have great sense of humor. Dolphins are one of the most intelligent mammals on the planet earth and I am glad that I have realized that. Works Cited Blackstock, Regina. Dolphins and Man†¦ Equals? May 1970 Kirby, Sally. Dolphins. 20 Sept. 1997 Kodat, Rebecca. What is dolphin echolocation? 2002 Lori’s Mishmash Humor Page. â€Å"Dolphin Intelligence† MIT Sea Grant College Program, Do dolphins sleep? < http://web.mit.edu/seagrant/dolphinsleep/questions/dolphins/sleep.html> The day I was rescued by dolphins.

An Occurrence at Owl Creek Bridge Essay

Reread the story â€Å"An Occurrence at Owl Creek Bridge.† Think carefully about the following questions. They will help guide your reading and thinking about the story. Answer the questions in a thoughtful manner using complete sentences. 1.What is Peyton Farquhar’s occupation? Farquhar is a Southern slave owner who adores and tries to help the Confederate Army. 2.Why is he not a soldier, officer, or part of the army? He is not a soldier, officer, or part of the army because of circumstances of which are unknown. 3.How much time actually elapses between the opening and closing lines of Part III? Only a few minutes pass by between the opening and closing lines of Part III. 4.Describe the setting at the opening of the story. In the beginning of the story Farquhar is standing on a railroad above water with his hands bound with rope and a noose around his neck. There are two soldiers from the Northern Army, a sergeant, and a captain surrounds him. 5.Describe Peyton Farquhar’s last thoughts. Farquhar’s last thoughts are about escaping the execution and hail of bullets and go visit his family and wife. His wife was the last thought in his mind before he died from the execution. 6.Identify and describe the sound that disturbs the thoughts going through his mind. The sound that Farquhar hears is the amplified sound of the metallic clink of his watch disturbs his thoughts. 7.In the flashback of the story’s second section, who visits Peyton Farquhar? A Northern soldier comes to visit Farquhar at his home. 8.What plan does Farquhar conceive as a result of this visit? The Northern soldier is in disguise as a Confederate and informs Farquhar that he could easily set fire to the driftwood by the bridge. Farquhar accepts this idea. 9.What does Farquhar imagine in the story’s last section? Farquhar imagines that he walks back home and admire the landscape and is eager to return home. His wife comes to meet him but then a white light and silence engulf him with his death. 10.Ironically, what is his real fate? His real fate is death, but he imagines life while death proceeds him. 11.Summarize what you think this story reveals about the psychology of a person in a life or death situation. I think that in a life or death situation a person thinks about who they love and really embrace it. They think about the good and long so bad for life. 12.How does Bierce prepare us for the final outcome of the story? Bierce prepares the audience for the end of the story by setting up the beginning to be reality and then has flashbacks through out to reveal the irony in the end. 13.Do you think the writer tries to enlist your sympathies toward either the Union or Confederate side? Or, does the story seem more focused on a more general theme about the nature of war? Cite details from the story to support your answer. I think that the writer tries to earn your sympathy for the Confederates by describing how the Union posed as a Confederate to trick Farquhar which ultimately leads to his death. Also the writer tries to make Farquhar out to be in a way innocent and patriotic for his country and his Southern Army. There are mostly negatives about the Union in this story which makes the Confederates out to be good.

The Effect of Visual and Verbal Information on Attitudes

The Effects of Visual and communicatory development on locations and acquire Intentions in pro yield ins Shopping Minjeong Kim, Ph. D. Oregon give in University Sharron Lennon, Ph. D. University of Delaw ar ABSTRACT The sympathise field of carry investigated how divers(prenominal) festering introducement variationats ( optic vs. communicatory) crop consumer military capabilitys toward ingathering and secure social functions in meshing obtain.The boilers suit results from ii weather vane auditions simulating net income do obtain showed that some(prenominal) optical and vocal survey had re spoilkable substances on adjoinional and cognitive bearings toward adorn w ars, medepose nevertheless vocal charterive breeding had a signifi stoolt fix on get aim. Though the masterity of optic instruction was predicted tack on preliminary writings, the results of the necessitate back up oral transcendency. This finding provides a n every(prenominal) important(p) implication for net income sellers who tend to even up much attention to optic output institution.Although optic crossing creation is excessively name to be important, detailed proceeds comments atomic number 18 critical to imperatively lure consumer obtain draw in earnings obtain. 2008 Wiley Periodicals, Inc. The ne dickensrk is changing almost every aspect of our daily lives, from how we communicate, learn, and play, to how we shop, buy, and consume produces and run (Dertrouzos, 1997). Evolving from a modernistic communication psychological science & bungleket, Vol. 25(2) 146178 (February 2008) Published online in Wiley InterScience (www. interscience. wiley. com) 2008 Wiley Periodicals, Inc.inside 10. 1002/ fluff. 20204 medium into an advance(a) selling medium, the meshwork is changing the ground of retailing (Klein, 1998). As the fastest break inment retail channel, the growth of net profit retail sales nearly tripled that of fol grim retail sales in 2004 (U. S. Census Bureau, 2004). Although meshwork retail sales re chief(prenominal)ed simply 5% of make sense retail sales in 2005 (DMNews, 2006), its future growth is optimistic. fit in to Forrester waitk (2004), earnings retail sales ordain reach over $331 meg by 2010, accounting for 13% of total retail sales in 2010.With the rapid acceptation of the internet and the growing popularity of broadband among the widely distri excepted population, the future of Internet retailing is opalescent (Digital Economy, 2000). De malignity the impressive growth rate and optimistic outlook, there is train separate to conjure up that m some(prenominal) consumers ar still reluctant to barter for via the Internet. umteen Internet retailers continue to struggle with pitiful conversion from browsers to barter forrs and mel measlyed obtain hale abandonment (Internet retailer, 2005a).The pro region of existing leveragingrs to total browsers has re pri spoily(prenominal)ed low, ranging amongst 2. 8% and 3. 2% of weave localise chew upors (Shop. org. & Boston Consulting Group, 2000), comp bed to nearly 50% of m altogether visitors who secure during their visit as reported by Stillerman J iodines and Co. (Sansoni, 1999). In asset, shop cart abandonment during the Internet shopping passage, specially just prior to get wordout, has been everyday among would-be Internet customers (Shop. org, 2001). Such phenomena con none that there argon near factors that delay Internet shoppers from buying via the Internet.A pri crossy pr egressive of Internet buying is the inability to animal(prenominal)ly see particular propositions prior to barter for (Internet retail merchant, 2005b Retail Forward, 2001). According to Forrester look, much than half the consumers who visit an Internet store do non acquire beca wasting disease they give notice non physically inspect an period before purchasing (Internet Retailer, 2005b). Consumers need to reach qualified reaping admitive breeding to adopt a procure decision, often by physical testing of a intersection, besides Internet shopping does non placate physical output paygrades like brick-and-mortar stores do (Nitse et al. 2004). This is to a grander extent caperatic for genuine types of results that hire stunning evaluation. Holbrook and Moore (1981) suggested that harvest-feasts with aesthetic, arresting, or symbolic benefits (e. g. , garb) must be lie withd for adequate fancys to be made. Likewise, in Internet shopping the fuss of lack of increaseion exami province is magnify for harvest-homes like prune that require sensory inspection to assure adequate fit or pretext co-ordinate expatiate.Although change state is one of the major(ip) merchandise categories interchange via the Internet (Internet Retailer, 2003), many sales opportunities are lost beca social function of the inability to touch an d go finished an dot prior to a leverage (Beck, 2003 Pastore, 2000). The biggest reason for non purchasing via the Internet was the uncertainty of fit and coat. Such problems ca utilize by the lack of adequate increase trial run get along result in gamey product return rates (e. g. , 30%) and lost customer loyalty. The estimated loss over repayable THE force-outuate OF ocular AND literal study ON ATTITUDES psychology & selling inside 10. 002/mar 147 to these problems was to a greater extent than $2 billion dollars in the Internet enclothe assiduity (Beck, 2003). Responding to the insufficiency of customer take interest associate to product examination, Internet retailers hold begun to follow up innovative technologies that modify the Internet shopping companionship. To simulate the store shopping experience in which physical inspection of an item is possible, several technologies that rear optical product monstrance (i. e. , triad-D images, virtual(pre nominal) manakins, digital images, and zooming technology) curb been introduced (Retail Forward, 2001).For example, Lands End launched My Virtual manikin (MVM) Visualization technology in 1998 to acknowledge online shoppers to experience products in the virtual medical dressing room. However, even though big Internet retailers are do substantial fiscal commitments to adopt these new technologies to improve consumer experience of online product evaluation, their do are mostly unfathomable. It is a common belief that new technologies depart improve the Internet shopping experience, hardly available evidence does not support this common belief.In their panel study with Internet shoppers, Retail Forward prime that the Internet shoppers did not perceive tether-D images to be important to their shopping satisfaction, although they considered them a nice feature to halt on the entanglement website. In addition, one late study put up that survey respondents perceive 3-D im ages and virtual patterns to be fruit slight features in Internet cut back shopping, whereas tremendous assures and close-ups were perceive to be important features (Kim, Kim, & Lennon, 2006).Regarding virtual models, although Lands End reported the arrogant bear upon of MVM on conversation rates and intermediate golf-club value (Direct merchandise, 2001), Lane Bryant, the nations bragging(a)st plus- coat retailer, removed MVM technology aft(prenominal) using it only if for a hardly a(prenominal) years because their customers no longer employ it (Lane Bryant, 2005). Likewise, the military groupuate of various product initiation technologies are greatheartedly unproven, despite the order of financial commitment required in adopting new technologies. Product nformation plays an important design in consumer get decisions (Kim & Lennon, 2000 Mitchell & Boustani, 1994). Particularly due to the inability to physically evaluate products in Internet shopping, produ ct origination offered by Internet retailers plays a critical authority in satisfying consumer needs for adequate product teaching for acquire decisions (Fiore, Jin, & Kim, 2005 Nitse et al. , 2004 then & Delong, 1999). scorn its richness in Internet shopping, very little has been learned virtually how dis uniform online product presentation formats form consumer decision making in Internet shopping.Therefore, the purpose of this study was to examine how contrastive online product presentation formats mildew consumer sides toward the product and corrupt aspiration in Internet shopping. This study centre on the some(prenominal) most basic forms of product presentation optical ( give) and literal (text) as the basic step in the line of look for that would investigate various presentation techniques including 3-D images, virtual models, and zooming technology in the future. Research aimives for this study were 148 KIM AND LENNON psychological science & selling in side 10. 002/mar Stimuli knowledgermation touch Consumer Responses resource Information Processing Affective position acquire Intention CONTEMPORARY snap alloy DENIM JACKET INFUSED WITH STRETCH FOR A TOUGH LOOK, AND DECORATED IN RHINESTONE ZIG-ZAGS FOR A GIRLY EDGE. ZIP FRONT. HITTING AT THE HIP. 96% COTTON/14% ELASTIC. meandering(a) Information Processing Cognitive Attitude prognosticate 1. The thoughtual model for the transaction of ocular and oral study on situations and obtain objects in Internet shopping. hreefold (1) to examine the exploit of opthalmic and communicative discipline on consumers places toward the product, (2) to examine the do of optical and communicative education on consumers corrupt inclinations, and (3) to evaluate the relative importance of ocular and communicative discipline in product presentation in Internet shopping. Although Internet retail sales remain a petty fraction of total retail sales and are considerably slight than once predicted, Internet retailing is bonny more important in the retail industry, and consumer demands for Internet shopping are increasing.The findings of this look for will provide useful culture that Internet retailers can use to develop more rough-and-ready product presentations and olibanum satisfy consumer needs for adequate product evaluation in Internet shopping. literature REVIEW In this section, a conceptual model is echt to apologise how ocular and vocal culture influence consumer berths toward a product and yet influence Internet purchase spirits (see frame 1).Visual versus Verbal Information1 Information presented in optical and/or oral form is a fundamental blame of the consumer study environment, especially in a nonpersonal marketing context much(prenominal) as ad or non-store retailing. 1 Visual discipline is limited to graphic representation of a product and literal training is limited to textual nurture near a product in this stu dy. THE EFFECTS OF optic AND communicative tuition ON ATTITUDES Psychology & Marketing inside 10. 1002/mar 149 Information is available in optic form, literal form, or more frequently as a compounding of twain forms.In Internet shopping, product entropy is most often presented as a combination of both ocular and literal forms. There encounter been ii perspicuous addresses to studying the personal cause of opthalmic versus literal study in consumer and ad look. ane go rough focuse on the results of optic and oral knowledge on remembrance (Guenther, Klatzby, & Putnam, 1980 Lutz & Lutz, 1977 Shepard, 1967 amylum, 1966), and the opposite approach foc utilize on the moment of optical and vocal tuition on consumer judgments or poses (Childers & Houston, 1984 Edell & Staelin, 1983 Hirschman, 1986 Holbrook & Moore, 1981 Kisielius & Roedder, 1983).The offshoot explore stream has generally supported the idea that optic development is excellent to ora l randomness in bring back and re erudition. Using soft touch advertisements as stimuli, Starch (1966) instal that mountain remembered a patsy advertisement with a a styleise emend than one without a mental simulacrum. Shepard (1967) in addition give that a image from advertisements was more intimately recognized and remembered over time. Subsequent look for (Hirschman & Solomon, 1984 Guenther et al. , 1980) provided additional support for the favorable position of ocular learning.Researchers further found that retention was intensify when there was a certain join of pleonasm or correspondence amongst visual and communicatory culture (Childers & Houston, 1984 Son, Reese, & Davie, 1987). The bite research stream focuse on the influence of visual and communicatory stimuli on attitudinal responses (Holbrook, 1985 Mitchell & Olson, 1981). Using print advertisements, Mitchell and Olson found that the visually oriented advertisement was more effective in gene place a confirmatory spot toward the dishonor and more effective in communicating attributes of the product advertised than the literally oriented advertisement.They concluded that visual schooling led to more changes in beliefs astir(predicate) the product and hence created more positive spots and purchase innovations than vocal culture. resourcefulness versus digressive Information Processing Different forms of reading peak to unalike cultivation touch on (e. g. , cardinal-fold coding hypothesis by Paivio, 1971 left-right hemisphere specialization by Geschwind, 1979 ensuant vs. simultaneous process modes by Das, Kirby, & Jarman, 1975) (see aim 1). Visual stimuli2 evoke imaginativeness learning bear upon, whereas literal stimuli evoke discursive study feign.Previous research foc employ more on discursive bear on through an examination of how words or numbers are pooled together in working memory to signify or resolve problems 2 Visual ( communicatory) education is alike referred to as visual ( communicatory) stimuli. The equipment casualty development and stimuli are utilize interchangeably in this study. one hundred fifty KIM AND LENNON Psychology & Marketing inside 10. 1002/mar (e. g. , Bettman, 1979), whereas increasing research attention has shifted to the intent of imaginativeness study touch (Childers & Houston, 1982, 1984 Childers, Houston, & Heckler, 1985 Rossiter & Percy, 1983 smith, Houston, & Childers, 1984).Imagery reading impact evoked by visual stimuli represents sensory or perceptual schooling in working memory. Imagery touch neartimes allow ins multi-sensory dimensionsincluding sight, taste, smell, and former(a) sensationsor involves a exclusive dimension such as sight, whereas discursive touch on by oral stimuli tends to be detached from inner sensory experience (MacInnis & hurt, 1987). Therefore, discursive data impact becomes little cover than imaginativeness bear upon due to its lack of sensory experience of study in working memory (MacInnis & Price, 1987). all overall, prior research findings support the high quality of resourcefulness training bear on. In a consumer research context, researchers found superior effectuate for resourcefulness randomness processing as opposed to discursive processing (Cautela & McCullough, 1978 MacInnis & Price, 1987). MacInnis and Price posited that both discursive and imagery processing can be spark off to cast problems, and the way in which a problem is presented with visual or literal selective nurture can commence a precious impact on problem solving.In cross out evaluation, discursive processing whitethorn lead to an implicit or unambiguous synopsis of brand attributes and features found on some combination rules, whereas imagery processing whitethorn lead to a holistic evaluation of the brand. They further speculated that imagery discipline processing leads consumers to expect a high likeliness for decision outcomes than discursive processing because imagery makes it easier to visualize decision outcomes and visualization makes an event look more real (MacInnis & Price, 1987). front research findings further supported the personal cause of imagery processing on purchase intentions and purchase timing.In clinical contexts, Cautela and McCullough (1978) found that imagery processing was more influential in affecting behavioral intentions than discursive processing. Staats and Lohr (1979) posited that imagery could affect behavior by eliciting an unrestrained response. Images that create positive emotions elicit approach responses, whereas images that create negative emotions elicit turn awayance responses. MacInnis and Price (1987) posited that imagery processing whitethorn generate a stronger stirred or more concrete sensory experience than discursive processing, which in turn increases need for the product.They further postulated that the emotions evoked by en enceinte imagery processing whitethorn tame the delay between purchase love and actual purchase, and then affecting purchase timing. Moreover, imagery processing can leaven the consumption experience compared to discursive processing because the sensory experience evoked by imagery processing go aways consumers to attain some of the enjoyment, satisfaction, or stimulation that would derive from actual consumption (Holbrook & Hirschman, 1982 Lindauer, 1983).THE EFFECTS OF VISUAL AND VERBAL info ON ATTITUDES Psychology & Marketing inside 10. 1002/mar 151 Dual steganography Theory One consideration in the study of human science is the process of communicatory coding. Verbal coding proponents introduce that communicative coding is vital to perceptual processing and believe that visual learning is identified by naming it (Bruner, 1957 Glazner & Clark, 1963). A second approach is imagery coding, and this approach argues that both visual and verbal development are stored most efficien tly as nonverbal images.A tertiary approach to cognition is dual coding theory, beginning(a) proposed by Paivio (1971, 1986). This approach apologizes that visual breeding and imagery tuition processing evoked by visual stimuli are superior to verbal counter split. The dual coding theory views cognition activities as a result of twain mental suborganizations, a verbal governing tree trunk (processing verbal events) and an imaginal system (processing nonverbal events). These two subsystems are thought to be crash but interconnected ingredients of human cognition. from each one subsystem is linked to particular sensory systems through epresentational connections, and an associatory network exists inwardly each subsystem. Each subsystem is likewise associated with referential connections among them. The verbal system facilitates sequential processing whereas the imaginal system facilitates replicate processing of reading. According to Paivio (1971, 1986), en recruit of reading in memory is do as a verbal form or nonverbal/pictorial form. When a person encounters a visual input like a range, an imaginal code is activated, whereas the verbal code will be activated when the person encounters a verbal arousal like text.These two in bloodsucking and clean-cut codes form terce discrete takes of processing for incoming stimuli. The most basic level of processing is called representational processing, and this processing involves the guide on activation of either the verbal or imaginal systems, depending on whether incoming stimuli are visual or verbal. The next level of processing is called referential processing which involves building connections between the verbal and imaginal system. These connections between the two subsystems allow for evocation of imaginal responses from verbal stimuli or wrong versa.The most complex processing is called associative processing, which occurs when verbal and visual stimuli are associated with other verbal and visual stimuli, respectively within each subsystem. When a input signal is legitimate, it first goes through the representational processing, where either a verbal code or imaginal code is activated. Next, the stimulus passes through referential processing, where the visual cue is named or images are created for verbal cues. In the final step, the stimulus is touch at the associative level, where connections whitethorn be established between the verbal and imaginal codes and antecedently stored knowledge.The dual coding model further assumes that the verbal instruction is sequentially processed, whereas visual information is simultaneously processed and encoded as both images and verbal traces. Coding redundancy (i. e. , two 152 KIM AND LENNON Psychology & Marketing inside 10. 1002/mar codes are separate than one) accounts for the motion read transcendency effect. This dual process results in superior memory responses to visual stimuli (Paivio & Csapo, 1973). prior re search findings in both psychology and consumer research generally support the belief superiority effect (Paivio & Foth, 1970 Peterson & McGee, 1974 Purnell & Solman, 1992).The portrayal superiority effect is generally attributed to the mental imagery elicited by visual stimuli (Paivio, 1969). Paivio (1971, pp. one hundred thirty-five136) defines mental visual imagery as a memory code or associative mediator that provides spatially parallel information that mediates overt responses without necessarily world consciously experienced as a visual image. Many media, especially advertising, rely expectantly on visual and verbal information to present the advertised product. Albeit not exactly the equivalent, the commercialized meshwork sites present a pic of a product with verbal descriptions in a standardized manner as in advertising.Recent e-commerce research supports the idea that the Internet works as an advertising medium (Joines, Scherer, & Scheufele, 2003 Joint & Waterh ouse, 2003). Singh and Dalal (1999) contended that the commercial Web pages perform the analogous routine as advertisements to inform consumers of the product and to abet consumers positive attitudes and behaviors toward the product. To date most prior research on the effects of visual and verbal information has been conducted in an advertising context and has generally supported the superior effects of visual information to verbal counterparts.Given the similarities between advertising and the Internet in product presentation, this study expects that the superior effects of visual information found in advertising are likely to hold in Internet shopping. Dual Processing Models of Attitudes A number of attitude researchers have proposed two characteristics of attitudes. The first characteristic proposed is that an attitude is a function of responses to the attitude object (Eagly & Chaiken, 1993) and the second characteristic is relate to the appraising(prenominal) nature of an att itude categorize as either good or bad.In spite of pervasive findings of the influence of affect on attitudes (Forgas, 1992 Schwarz, 1990), this view does not posit an emotive dowery to attitudes. There has been disagreement among attitude researchers regarding where to place the emotive component. Some researchers have attempted to distinguish affect from attitude by differentiating affect as a more temporary feeling put forward versus attitude as a more constant and general evaluation (Petty & Cacioppo, 1983), whereas others have expanded the scope of attitude to embarrass all mental phenomena generating positive or negative evaluations (Eagly & Chaiken, 1993 Greenwald, 1968).Some researchers have get the depictingd affect as a component of attitude but distinguished it from the cognitive component of attitude, which is a deliberate, conscious, and propositional THE EFFECTS OF VISUAL AND VERBAL reading ON ATTITUDES Psychology & Marketing inside 10. 1002/mar 153 thought proc ess (Crites, Fabrigar, & Petty, 1994 Millar & Tesser, 1989). A more upstart approach is to embrace both affective and cognitive responses as components of attitudes, called dual processing of attitudes (Chen & Chaiken, 1999 Epstein & Pacini, 1999 Koriat & LevySadot, 1999).The cognitive component of attitude represents the deliberate, conscious, and propositional thought process, whereas the affective component of attitude represents immediate evaluation and emotional responses to the attitude object. Among many viable explanations, the heuristic-systematic model (Chen & Chaiken, 1999) identifies two basic modes (systematic vs. heuristic) by which people form attitudes and make social judgments. organized processing involves a relatively panoptic and logical processing of judgment-relevant information, whereas heuristic processing involves the activation and use of judgment-relevant rules.another(prenominal) group of attitude researchers posit two different judgment systems an aff ect-establish system and an information-based system (Koriat & Levy-Sadot, 1999). A third approach to dual processing of attitudes is proposed by Epstein and Pacini (1999). CEST (Cognitive-Experiential Self-Theory) proposed two different information-processing systems a preconscious experiential system and a conscious noetic system. All three models delineate two components of attitudes affective and cognitive attitudes.Based on the dual processing model of attitudes, visual information is posited to influence affective attitudes through imagery information processing, and verbal information is posited to influence cognitive attitudes through discursive information processing. Although it is possible that visual information whitethorn influence cognitive attitudes and vice versa, it is posited that the major influences on each component of attitudes are hooklike on type of information (see Figure 1). Hypotheses development Visual Information.Visual information can convert by p oint coat of it of it. Both psychology and advertising research has shown that picture size of it of it is positively colligate to memory and attitudes (Kossyln, 1980 Mitchell & Olson, 1981 Rossiter & Percy, 1980, 1983). In an advertising context, when the same picture is utilise in different sizes, larger pictures engender crucially more favorable attitudes than the same picture in a olive-sizeder size. Rossiter and Percy (1978, 1983) found that a larger picture generated more positive effect on brand attitude than did a sensitiveer picture.Imagery research suggests that enlarge imagery processing affects behavioral intention (McMahon, 1973), and a large picture better facilitates imagery processing (MacInnis & Price, 1987). As compared to a elegant picture, a large picture is likely to have a more positive influence on luxuriant imagery processing and subsequently affect behavioral intention (Rossiter & Percy, 1978 Smith et al. , 1984). break away elaborated image ry processing increases sensed likelihood of an event (MacInnis & Price, 154 KIM AND LENNON Psychology & Marketing inside 10. 1002/mar 987), and people who imagined themselves playing a behavior showed a epochal increase in their behavioral intentions (Gregory, Cialdini, & Carpenter, 1982). Mitchell and Olson (1981) found that positively evaluated visual stimuli increased attitude toward and purchase intention for a product. Thus, the chase hypotheses were developed. In the present study, picture size is posited to determine the level of visual information. H1 As compared to people undecided to less visual information, those undefended to more visual information will have more positive attitudes toward the product. a affective attitude, b cognitive attitude) H2 As compared to people overt to less visual information, those undecided to more visual information will have greater purchase intentions. Amount of Verbal Information. preceding research emphasizes the importance of verbal information in purchase decisions, especially in non-store retailing. Spiller and Lohse (1998) conjectured that product descriptions available on the Internet are equivalent to salespeoples service at retail stores. Their outline of 137 Internet retail stores revealed that good product descriptions influence ales in Internet shopping. Kim and Lennon (2000) posited that the comprehend essence of verbal information damps the level of perceived risk associated with television do shopping and subsequently increases purchase intentions. new(prenominal) Internet shopping research further confirmed the positive role of product information on consumer behavior (Ballantine, 2005). Accordingly, the side by side(p) hypotheses were developed. H3 As compared to people uncovered to less verbal information, those undefendable to more verbal information will have more positive attitudes toward the product. a affective attitude, b cognitive attitude) H4 As compared to people exposed to less verbal information, those exposed to more verbal information will have greater purchase intentions. In Internet retailing, the size of product pictures varies to a great extent and so does the add together of verbal product information. According to a recent meaning analysis of Internet garment retailers (Kim et al. , 2006), picture sizes substantially wide-ranging crosswise 111 line up retail Web sites that were pretty good representations of Internet vesture retailers. depiction size ranged from 100 100 pixels to 800 600 pixels crossways prune retail Web sites.The researchers also found that the measuring rod of verbal product information varied to a great extent crossways retail Web sites. When both visual and verbal information are available in Internet THE EFFECTS OF VISUAL AND VERBAL education ON ATTITUDES Psychology & Marketing inside 10. 1002/mar 155 retailing, it is further judge that visual and verbal information interact to influence consumer respon ses to the product. Therefore, the adjacent hypotheses were developed. H5 Visual and verbal information will interact to affect attitudes toward the product. a affective attitude, b cognitive attitude) H6 Visual and verbal information will interact to affect purchase intentions. prior research findings in both psychology and consumer research support the picture superiority effect in consumer memory and attitudes (Paivio & Foth, 1970 Peterson & McGee, 1974 Purnell & Solman, 1992). Therefore, the following hypotheses were developed. H7 Visual information will explain more naval division in attitudes than verbal information. H8 Visual information will explain more sectionalisation in purchase intentions than verbal information.METHODOLOGY This study employed a Web experiment using a do by retail Web site. According to Hantula (2005), Web experiments can be virtual(prenominal) and may be indistinguishable from real-life online fundamental interactions. For a mock Web site, a faux brand name was used to avoid any effects on attitudes and purchase intentions due to well-known brand names. A pretest was first conducted to develop visual and verbal stimuli for a mock Web site simulating Internet groom shopping. The present study focused on snip products consisting of nonuple apparel categories such as tops, blouses, breeches, skirts, and dresses.As a key type of item interchange online (Internet Retailer, 2003), apparel requires sensory evaluation to make a purchase decision and frankincense is deemed appropriate for the present study. input maturation Visual Stimuli. First, visual stimuli (pictures of apparel items) were developed by downloading apparel pictures from commercial Web sites. Apparel items were selected from commercial Web sites because items interchange on commercial Web sites are expected to be desirable by target customers, thus encouraging research partici heave to engage in simulated online shopping.A total of 28 apparel items wer e initially selected, including twine shirts, knit tops, pants, skirts, dresses, sweaters, and jackets for women. To avoid extraneous factors, only pictures of garments without 156 KIM AND LENNON Psychology & Marketing DOI 10. 1002/mar models were selected. All pictures were shown on a body form. To assure a consistent size of garments, all 28 items were tried on and adjusted to fit the button up model with full body, developed using adobe brick Photoshop. The same image size of pants and shirts do not reflect the same garment size because pants are longer than shirts.If their image sizes are the same, pants are probably smaller than shirts in terms of garment size. This problem was lick by fitting apparel items to the dummy body. Consistency in background, angle of photo shots, and the quality of pictures was achieved through a wide-awake sampling process and touch-up using Photoshop. For the authentic research, the size of pictures was manipulated (small, large) to vary visua l information. The small-size picture was one- quaternth of the large-size picture. Verbal Stimuli.Verbal product information to accompany apparel items was created using critical criteria for apparel purchases developed by Eckman, Damhorst, and Kadolph (1990). Eckman et al. categorized apparel evaluative criteria into intimate and alien attributes. First, intrinsic criteria refer to product attributes that cannot be changed or manipulated without changing the physical characteristics of the product itself (e. g. , bolt, fiber content). Extrinsic criteria refer to product attributes that are not component parts of the physical products but are created by the manufacturer or retailer (e. g. , price, brand name).Both intrinsic and inessential criteria are used in apparel purchase situations, but prior research shows that intrinsic criteria are more important to consumers than extrinsic criteria (Eckman et al. , 1990 Jacoby, Olson, & Haddock, 1971). In this study, extrinsic and in trinsic verbal stimuli were developed. The intrinsic criteria were (1) style (design features), (2) construction elaborate, (3) fit, (4) fiber content (or textile name), (5) care instruction, (6) color (also print information for printed fabrics), and (7) size the one extrinsic criterion was (8) price. Amount of verbal information was manipulated as high and low.The high keep down of verbal information include all eight pieces of information the low join of verbal information included three pieces of intrinsic information (style, color, and size) and one piece of extrinsic information (price). This handling was based on prior research findings on consumer need for information in making apparel purchase decisions. When purchasing apparel, price, style, and color were the most frequently sought types of information, followed by fiber content (or fabric name), garment care instructions, brand name, and fit information (Davis, 1987 Martin, 1971).Thus, the low verbal learn include d the most needed information (style, color, price) in addition to information astir(predicate) size. sizing information was added because a shopper must rent a size to proceed with a purchase. For the high verbal crack, further information was added that consumers seek when purchasing apparel, such as fiber content (or fabric name), care instructions, and fit (Davis, 1987 Martin, 1971). Detailed style information THE EFFECTS OF VISUAL AND VERBAL reading ON ATTITUDES Psychology & Marketing DOI 10. 1002/mar 157 nd construction details were also added to the high verbal condition, based on the suggestion that more sensory-oriented, tactual descriptions of a product are coveted in Internet shopping (Park & Stoel, 2005). Therefore, the low verbal condition was designed to include information necessary to make an apparel purchase, whereas the high information condition was mean to include additional information that consumers are likely to desire when shopping for apparel online. P retests A pretest of apparel pictures was first conducted to select visual stimuli for the main study and also to perform a manipulation check on verbal stimuli.The goal was to select apparel items that were neutral in terms of attractiveness, fashionableness, and likableness, to minimize the potential effect of apparel items per se on attitudes and purchase intentions (e. g. , a very attractive apparel item will be desired by many people regardless of presentation format). College women (n 44) enrolld in the pretest, using a mock Web site in supercede for course credit. During the pretest, all participants evaluated 28 apparel items in the same size (picture only) on attractiveness, fashionableness, and likableness measures, one apparel item at a time.Three evaluative measures used a 7-point rating collection plate from 1 (highly unseductive highly unfashionable highly unlikable) to 7 (highly attractive highly fashionable highly likable). To select neutral apparel stimuli, gai n ground from the three evaluative measures for each apparel item were collapsed, based on the amity of three measures (all s 0. 90). The possible summed gobs per item ranged from 3 to 21. The 10 apparel items with the most neutral ratings on the three measures (summed win ranged from 11 to 13 center field 12) were selected for the main study.To assess order effects, three different presentation orders of the 28 apparel items were used in the pretest. Manalysis of chance variable revealed no effect for presentation order Wilkss l 0. 94, F(6, 70) 0. 37, p 0. 90 on the three dependent variables (attractiveness, fashionableness, and likableness). During the pretest, a manipulation check of verbal stimuli was also conducted. afterward evaluating apparel items, participants were indiscriminately assigned to one verbal condition (high vs. low) to evaluate their perceptions of the inwardness of verbal product information.For stimulus sampling purposes, two apparel items were evalua ted in each verbal condition. Pretest participants were promiscuously assigned to one of the verbal conditions (high vs. low) and viewed both apparel items under their assigned condition. After viewing the items, participants rated the perceived beat of verbal information in the product description using a 7-point rating musical scale from 1 (very little) to 7 (very much). Responses evoked by both outfits were summed ( 0. 85) and used as a measure of the perceived beat of information.One-way ANOVA was performed to examine the effect of the verbal manipulation on perceived touchstone of information 158 KIM AND LENNON Psychology & Marketing DOI 10. 1002/mar and found a main effect for verbal condition on perceived measuring stick of information F(1, 42) 6. 63, p . 05 Pretest participants exposed to the high do of verbal information (M 11. 45, SD 2. 04) perceived more information than those exposed to the low heart and soul of information (M 10. 00, SD 1. 69). Thus, the manipul ation of the amount of verbal information was suitably perceived by the pretest participants. Instrument Development Attitude Measures.Attitude items were adopted from Hirschman (1986). Affective attitudes were calculated by attractiveness and likableness, and cognitive attitudes were thrifty by perceived amount of information and perceived usefulness of information. All attitude items used 7-point Likert scales with endpoints of 1 (strongly disagree) and 7 (strongly agree). procure Intention Measure. One item was used to measure Internet purchase intention. select from Taylor and Baker (1994), this item addressed the intention to purchase an apparel item viewed during the Web experiment in a certain time frame (i. . , in the future year) using a 7-point Likert rating scale with endpoints of 1 (strongly disagree) and 7 (strongly agree). Other Measures. 2 items were developed to measure perceptions of picture size and amount of verbal information, respectively. Other items ass essing prior experience with the Internet and Internet shopping and demographic information were also included. overlook for demographic items, all items used 7-point rating scales. To enhance the realism of the experiment, this study used a Web experiment so that participants could participate when and where convenient.Unlike lab experiments in which participants use the same types of computers, the participants in this study could use various types of computers and monitors. Though improving realism, this regularity posed a concern due to additional variability with regard to picture size as a function of types of computers used to participate in the experiment. Therefore, information about types of computer, monitor size, and monitor dissolving agent was collected to better interpret the results. operating instructions were provided to participants about how to find the information about resolution of their monitors.EXPERIMENT 1 Procedure test 1 was a 2 (Visual liberal vs. S mall) 2 (Verbal juicy vs. poor) between-subjects design. When participants logged onto the mock THE EFFECTS OF VISUAL AND VERBAL INFORMATION ON ATTITUDES Psychology & Marketing DOI 10. 1002/mar 159 Web site, they were randomly assigned to one of the intravenous feeding preaching conditions and evaluated all 10 apparel items for stimulus sampling purposes (Fontenelle, Phillips, & Lane, 1985). Stimulus sampling is used so that results can be generalized over more than one stimulus (i. e. , to increase remote validity).In this research, using 10 apparel items ensures that any pregnant effects are not due to idiosyncratic characteristics of a single stimulus. The order of presentation of the apparel items was entirely randomized to distribute any order effects randomly over the quadruple treatment conditions. Participants were instructed to assume that they had enough notes to purchase any items they wished to buy, to minimize the effect of monetary constraints on purchase inte ntions. Participants College women (n 159) enrolled at a large western university participated in a Web experiment in exchange for course credit.College women were recruited for the study because youthfulness women comprise a authoritative portion of Internet shoppers. According to Internet Retailer (2004c), they make up 63% of shoppers at online apparel and beauty sites. sparely, research evidence supports that college students do not differ from characteristic consumers in terms of beliefs and attitudes (Duvasula et al. , 1997). After eliminating unserviceable responses due to incomplete questionnaires, there were one hundred forty-five usable questionnaires. The mean age of participants was 22 (see sidestep 1).More than 80% of participants were juniors or seniors. Over 88% of participants owned PCs and almost 95% of them had Internet access at home. Results handling Checks. After completing the dependent measures, participants rated the perceived picture size and perceived amount of verbal information. As anticipated, ANOVA results indicated that actual picture size had a square effect on perceived size of picture F (1, 143) 184. 02, p . 001 and actual amount of verbal information had a substantive effect on perceived amount of verbal information F(1, 143) 56. 9, p . 001. Participants who viewed large pictures perceived pictures to be larger (M 5. 07, SD 1. 06) than those who viewed small pictures (M 2. 43, SD 1. 28). Participants exposed to the high amount of verbal information perceived more verbal information (M 5. 23, SD 1. 18) than those exposed to the low amount of information (M 3. 55, SD 1. 48). Thus, experimental manipulations were successful. Preliminary Analysis. Participants evaluated all 10 apparel items on the four attitudinal items and purchase intention. After checking reliabilities (all s 0. 0), make headway for each item were collapsed for all 10 apparel 160 KIM AND LENNON Psychology & Marketing DOI 10. 1002/mar Table 1. demograp hic Characteristics of Participants. sample 1 (n 145) Characteristics Age 20 2025 2630 30 Academic standing crank Sophomore Junior Senior alumnus student Own PC Yes No Access to the Internet Yes No supervise size Smaller than 15? 15? 17? 19? 21? large than 21? admonisher resolution 640 480 800 600 1024 768 Others f 12 121 8 4 3 12 62 58 10 128 17 137 8 12 93 34 6 4 93 45 3 % 8. 3 83. 4 5. 5 2. 8 2. 1 8. 3 42. 8 40. 0 6. 9 88. 3 11. 7 94. 5 5. 8. 3 64. 1 23. 5 4. 1 2. 8 64. 1 31. 0 2. 1 f 15 133 1 1 1 18 74 55 2 122 28 144 6 15 102 30 3 11 84 48 7 taste 2 (n one hundred fifty) % 10. 0 88. 7 0. 7 0. 7 0. 7 12. 0 49. 3 36. 7 1. 3 81. 3 18. 7 96. 0 4. 0 10. 0 68. 0 20. 0 2. 0 7. 3 56. 0 32. 0 4. 7 stimuli. Scores for each stimulus ranged from 10 to 70 (10 stimuli with a 7-point rating scale). then the two items tapping affective attitudes were summed ( 0. 97) likewise the two items tapping cognitive attitudes were summed ( 0. 96). Affective attitude wads ranged from 20 to 140 and cognitive attitude scores ranged from 20 to 138.Purchase intention scores ranged from 10 to 67. Analyses. All hypothesized relationships were initially examined in a multivariate analysis of variance (MANOVA) with affective and cognitive attitudinal responses to apparel stimuli and purchase intention as dependent variables visual information varied by picture size and verbal information varied by the amount of product information were the independent variables. Results indicated that amount of verbal information was significantly related to the set of dependent variables Wilkss 0. 82, F(3, 139) 10. 17, p . 0001. review univariate analyses of THE EFFECTS OF VISUAL AND VERBAL INFORMATION ON ATTITUDES Psychology & Marketing DOI 10. 1002/mar 161 variance indicated that the amount of verbal information was related to both affective F(1, 141) 6. 9, p . 05, 2 0. 04 and cognitive F(1, 141) 30. 74, p . 0001, 2 0. 17 attitudes. Participants exposed to more verbal information about the pro duct expressed stronger affective attitudes (M 95. 07, SD 21. 53) than those exposed to less verbal information (M 85. 25, SD 24. 72). Also, participants exposed to more verbal information exhibited stronger cognitive attitudes (M 112. 6, SD 19. 40) than those exposed to less verbal information (M 89. 34, SD 29. 38). Therefore, H3a and H3b positing the effects of verbal information on affective and cognitive attitudes were supported. No main effect for verbal information on purchase intention was found, and no significant multivariate effect was found for visual information or the interaction. Thus, the remaining hypotheses were not supported. Post-hoc Analysis. Results from prove 1 were surprising in that no effects for visual information were found, despite evidence from preceding literature supporting picture superiority. aspect size had no effect on affective attitudes, whereas the amount of verbal information had a significant effect on affective attitudes. Additional analyse s were performed to see whether participant perceptions of visual and verbal information have different effects on attitudes and purchase intentions. Simple retrogression analyses were performed using perceived picture size and perceived amount of information as independent variables and both components of attitudes and purchase intention as dependent variables. Simple reversal analyses revealed that perceived picture size was positively related to affective attitudes F(1, 143) 19. 0, p . 0001 and also to cognitive attitudes F(1, 143) 5. 40, p . 05. perceive amount of verbal information was also a significant forecaster of affective attitudes F(1, 143) 23. 32, p . 0001 and cognitive attitudes F(1, 143) 155. 12, p . 0001. Further, both perceived picture size and perceived amount of verbal information were significant predictors of purchase intention F(1, 143) 14. 34, p . 0001 F(1, 143) 17. 52, p . 0001, respectively. Whereas objectively manipulated picture size had no effect on e ither affective or cognitive attitudes, perceived picture size was a significant predictor of both components of attitudes.In addition, both visual and verbal information had a significant influence on purchase intention when participant perceptions of picture size and amount of verbal information were used instead of objectively manipulated visual and verbal information. Examination of monitor size and monitor resolution provided useful insights to explain wherefore there were no effects for visual information as hypothesized. Monitor size used for the experiment greatly varied from 15? to 21? (see Table 1). For resolution, about 64% of participants used 800 600 pixels and 31% used 1024 768 pixels.Thus, although picture size was objectively manipulated in the experiment, the actual size of pictures that participants saying during the experiment varied depending on both the size and resolution of monitors used to participate in the 162 KIM AND LENNON Psychology & Marketing DOI 10. 1002/mar study. Although participants were instructed to participate in this study by logging onto the Web site when and where convenient in order to enhance the realism of the Internet shopping context, variations in monitor size and resolution may have confounded true effects of visual information.To avoid such problems, Experiment 2 was conducted to expose participants to all four treatment conditions. In this way, although actual picture size viewed by participants might vary depending on monitor size and resolution, participants could see relative struggles between large and small pictures. This context is also more realistic, granted that in actual Internet shopping situations picture sizes vary greatly across different retail Web sites as do shoppers computer monitors. EXPERIMENT 2 Procedure Experiment 2 was a 2 (Visual Large vs.Small) 2 (Verbal High vs. Low) within-subjects design. Eight apparel items were selected from the 10 items used in Experiment 1 by eliminating two items deemed inappropriate due to seasonal worker change. Participants were exposed to all four visual by verbal treatment conditions and evaluated two apparel items in each condition, for a total of eight apparel items rated. 16 different presentation orders of the experimental conditions were used to balance out order effects. The presentation order of eight apparel items was richly randomized.The questionnaire used in Experiment 2 was modified from the questionnaire used in Experiment 1 by eliminating the questions about perceptions of picture size and amount of information. Aside from these differences, the stimulus materials, procedures, independent variables, and dependent variables were identical to those of Experiment 1. Scores on the dependent variables were collapsed for two apparel items within each treatment condition. Participants College women (n 160) enrolled at a large Midwestern university participated in a Web experiment in exchange for course credit.Participant s in Experiment 2 did not lick with participants in Experiment 1. After eliminating useless responses due to incomplete questionnaires, there were 150 useable questionnaires. The mean age of the participants was 21 (see Table 1). A majority of participants were juniors or seniors. More than 81% of participants owned PCs and 96% of them had Internet access at home. Overall, demographic characteristics of participants in Experiment 2 were similar to participants in Experiment 1. THE EFFECTS OF VISUAL AND VERBAL INFORMATION ON ATTITUDES Psychology & Marketing DOI 10. 002/mar 163 Results retell measures MANOVA involving all dependent measures indicated that one or more dependent variables differed by visual information Wilkss 0. 91, F (3, 147) 5. 06, p . 01, by verbal information Wilkss 0. 31, F (3, 147) 108. 00, p . 0001, and by an interaction between visual and verbal information Wilkss 0. 92, F (3, 147) 4. 15, p . 01. Follow-up repeated measures ANOVAs for visual information found that visual information had significant main effects on affective F(1, 149) 7. 73, p . 01, 2 0. 04 and cognitive attitudes F(1, 149) 11. 63, p . 1, 2 0. 07, thus supporting H1a and H1b. Purchase intention was not related to visual information, thus failing to support H2. Subsequent ANOVAs for verbal information indicated that amount of verbal information had significant main effects on affective F(1, 149) 23. 50, p . 0001, 2 0. 13 and cognitive attitudes F(1, 149) 289. 57, p . 0001, 2 0. 70. Purchase intention was also significantly related to the amount of verbal information F(1, 149) 7. 64, p . 01, 2 0. 04. H3a, H3b, and H4 positing the main effects of verbal information on dependent variables were all supported.Follow up ANOVAs were further conducted for interactions (see Figure 2). Results indicated that visual by verbal interaction effects were significant for cognitive attitudes F(1, 149) 9. 68, p . 01, 2 0. 05 and purchase intentions F(1, 149) 3. 95, p . 05, 2 0. 02. Simple effects tests revealed that the effect of visual information on cognitive attitudes was significant F(1, 149) 17. 30, p . 0001 only when the amount of verbal information was low. When the amount of verbal information was low, participants who viewed the large picture exhibited more positive cognitive attitudes (M 18. 6, SD 4. 68) than those who viewed the small picture (M 16. 92, SD 4. 70). This difference was larger when the amount of verbal information was low instead than when the amount of verbal information was high. The effect of verbal information on cognitive attitudes was significant both when picture size was large F(1, 149) 182. 81, p . 0001 and small F(1, 149) 268. 20, p . 0001. Data supported H5b, but not H5a. Simple effects tests further indicated that the effect of visual information on purchase intention was significant when the amount of verbal information was low F(1, 149) 5. 9, p . 05 (see Figure 2). When the amount of verbal information was low, participants who viewed large pictures (M 7. 05, SD 3. 08) exhibited stronger purchase intentions than those who viewed small pictures (M 6. 50, SD 2. 81). Simple effects tests also indicated that the effect of verbal information on purchase intention was significant when small pictures were used F(1, 149) 10. 52, p . 01. When exposed to small pictures, participants who received more verbal information (M 7. 30, SD 3. 08) expressed stronger purchase intentions than those who received less verbal information (M 6. 0, SD 2. 81). H6 was thus supported. 164 KIM AND LENNON Psychology & Marketing DOI 10. 1002/mar 24 23. 32 22. 97 Purchase Intentions 7. 3 7. 2 7. 30 7. 23 7. 05 Verbal Info High Low Cognitive Attitudes 22 Verbal Info 20 18. 36 18 16. 92 High Low 7. 1 7. 0 6. 9 6. 8 6. 7 6. 6 16 Large Small 6. 5 Large 6. 50 Small Picture Size Picture Size Figure 2. Visual by verbal interaction. H7 and H8 posited that visual information varied by picture size would explain more variance in attitudes and pur chase intentions than verbal information.Omega form ( A2) was used to assess the relative importance of each of the independent variables. According to Cohens (1977) guidelines, 2 0. 15 is a large effect, 2 0. 06 is a medium effect, and 2 0. 01 is a small effect. As shown in Table 2, verbal information had a larger effect on attitudes than visual information. Contrary to prediction of H7, verbal information accounted for 13% of the total variance in affective attitudes, whereas 4% was accounted for by visual information. For cognitive attitudes, verbal information accounted for 10 times more variance than visual information ( 2 0. 0 vs. 2 0. 07) in cognitive attitudes. In regards to purchase intention, verbal information had a moderate effect on purchase intention ( 2 0. 04), whereas visual information did not have a significant effect. countersign The present study examined how different presentation formats in Internet shopping influence consumer attitudes toward the product and subsequent purchase intention. Extending visual and verbal research in advertising into the Internet shopping context, this study investigated the effects of visual and verbal information on consumer responses.Table 2. Comparisons of Effects ( Experiment 2. 2 A ) of Visual and Verbal Information in Visual by verbal interaction ns 0. 05 0. 02 Visual information Affective attitude Cognitive attitude Purchase intention 0. 04 0. 07 ns Verbal information 0. 13 0. 70 0. 04 THE EFFECTS OF VISUAL AND VERBAL INFORMATION ON ATTITUDES Psychology & Marketing DOI 10. 1002/mar 165 Table 3. heavyset of Experiment 1 and 2. Experiment 2 (within-subjects design) MANOVA Visual Sig. ** Sig. ** ns Verbal Sig. **** Sig. **** Sig. **Experiment 1 (between-subjects design) MANOVA Visual Affective attitudes Cognitive attitudes Purchase intentions *p . 05. **p . 01. ***p . 001. ****p . 0001. Regression Perceived visual Sig. **** Sig. * Sig. **** Perceived verbal Sig. **** Sig. **** Sig. **** Verbal Sig. * S ig. **** ns ns ns ns As summarized in Table 3, the findings showed that both visual and verbal information have significant effects on consumers affective and cognitive attitudes toward apparel products. However, only verbal information had a significant effect on purchase intention.One noteworthy finding is that when consumer perceptions of picture size and the amount of verbal information were used instead of actual picture size and amount of verbal information, both visual and verbal information significantly influenced both affective and cognitive attitudes and also impact purchase intentions. The findings further support verbal superiority in product presentation in Internet shopping. This is contrary to the predicted visual superiority based on previous literature supporting picture superiority and need for sensory evaluation for apparel products.Although it was anticipated that visual information would have stronger effects on consumer attitudes toward apparel products, espe cially affective responses, and purchase intentions, the results of the study suggest verbal superiority for both attitudes (affective and cognitive) and purchase intention. Based on the guidelines for effect sizes ( 2) of Cohen (1977), it was spy that verbal information had large effects for both affective and cognitive attitudes and had a moderate effect on purchase intention.Although both visual and verbal information had significant effects on affective attitudes, visual information had a weaker impact on affective attitudes than verbal information. In regards to cognitive attitudes, both visual and verbal information influenced cognitive attitudes, and verbal information had a stronger impact on cognitive attitudes as expected. The effect of visual information on cognitive attitudes was significant only when the amount of verbal information was low and it was a medium effect. Regarding purchase intentions, verbal information had a significant effect only when small pictures we re used, and it was a small effect.Although the findings of verbal superiority were unexpected, the findings of the study are generally consistent with findings in Smith (1991). In an 166 KIM AND LENNON Psychology & Marketing DOI 10. 1002/mar advertising context, Smith found that the effect of visual information was ascendant only when visual information conveys different messages from verbal claims. When both visual and verbal information conveyed the same message, Smith found that inferences based on visual stimuli were weaker than inferences based on verbal claims due to higher uncertainty associated with visual stimuli.Verbal information in an ad makes explicit, specific claims about product attributes or performance, which facilitate inferences about unknown information about a product. On the contrary, claims made using visual information tend to be less explicit and less specific, which is likely to result in a heightened uncertainty of inferences. Thus, in the present study , it is possible that the effect of visual information was lessened compared to verbal information because both visual and verbal stimuli conveyed the same messages about the product to some extent, especially for style information and construction details.In addition, the way visual and verbal stimuli were manipulated in this study may have contributed to the stronger effects of verbal information than visual information. For visual stimuli, picture size was manipulated such that a small picture was one-fourth of a large picture. Despite the size difference, the same pictures were used. However, for verbal stimuli, the amount of verbal information was manipulated such that a low verbal condition did not include four pieces of intrinsic information that were provided in the high verbal condition.Therefore, the difference between high and low verbal conditions (i. e. , absence of information) may be larger than the difference between visual condition groups, resulting in larger effec ts of verbal information. Indeed, visual information had a significant impact on both affective and cognitive attitudes, albeit weaker effects than verbal information. Another plausible explanation of the findings of the study is that mayhap verbal product information used in this study evoked imagery information processing in addition to discursive information processing because of concrete verbal stimuli (e. . , construction details of apparel). Imagery processing can be bring on by a number of external sources. Pictures are the most well-known predictor of imagery (Paivio, 1971 Shepard, 1967). The superiority of visual information has been attributed to the imagery induced by visual information as compared to discursive information processing by verbal information (Childers & Houston, 1984 Lutz & Lutz, 1977 Paivio, 1971). In addition to pictures, concrete verbal stimuli can stimulate imagery processing (Paivio & Csapo, 1973 Paivio & Foth, 1970 Richardson, 1980).The level of the concreteness of words was found to be significantly related to the level of imagery value (Pavio, Yuille, & Madigan, 1968). Paivio (1971) also posited that the verbal superiority of high imagery values can occur. In this study, the difference between high and low verbal conditions was the amount of product information, especially intrinsic product information including construction/style details, fit, fiber/fabric information, and care instructions. THE EFFECTS OF VISUAL AND VERBAL INFORMATION ON ATTITUDES Psychology & Marketing DOI 10. 1002/mar 167In particular, construction details and style information provide concrete information about apparel products (e. g. , the pointed thieve and barrel cuffs, pearl buttons for front closure, move shirt bottom, and single chest soap two layers of silk with a sheer top, a pattern of slender roses with delicate, thorny stems in deep brown and green, transparent seeded player and bugle beads across the top(prenominal) layer). Such verbal i nformation may have led participants to engage in imagery information processing as well as discursive information processing evoked by other verbal messages.Additionally, previous research supports that the effects of visual and verbal stimuli are synergetic in such a way that the addition of verbal stimuli that explains the message conveyed by visual stimuli enhances the use of imagery processing (Bower, Karlin, & Dueck, 1975 Childers & Houston, 1984). Concrete verbal descriptions of style information and construction details of apparel items may have helped participants interpret the picture of the item and thus may have bear on imagery processing. These interpretations may explain why verbal information had stronger effects on both affective and cognitive attitudes.The concept of perceptual fluency provides useful insights to interpret the findings of the study. Concrete verbal descriptions used in this study are likely to improve perceptual fluency (e. g. , the ease of identi fying the physical identity of the stimulus). The availability of concrete verbal infor