Development Communication Essay Example | Topics and Well Written Essays - 2500 words

Improvement Communication - Essay Example (Santos, 2005) Presently, Philippine majority rule government is sheltered monitored by the country’s laws and different foundations which guarantee that the opportunity and freedom of Filipinos will be all around ensured. One of such establishments that serve to ensure majority rule government in the Philippines is the Philippine media. Broad communications in the Philippines assumes serves a few jobs. All of such jobs are planned for guaranteeing the continuation of a popularity based society in the nation. The estimation of media in the Philippines is noteworthy. The country’s history fills in as a demonstration of the significant job of media in the nation explicitly in the way it maintains majority rule government in the Philippines. This paper plans to break down the job of Philippine media in the country’s law based society. In particular, this paper expects to decide the ways by which media ensures the rights and freedoms of the Filipino individuals. Additionally, this paper will think back because of media in the manner by which Philippine vote based system and government has advanced especially over the most recent 30 years. Improvement correspondence hypotheses will be used for the examination. Such speculations will be enhanced by different distributed writing that tackle the topic. Finally, this paper will endeavor to talk about the job of Philippine media in the annihilation of debasement that has since a long time ago blocked the country’s vote based lifestyle. The job that media plays in Asian nations isn't as important when contrasted with Western nations. (Laird, 1999, p. 63) Moreover, media in Asia is more directed than media in European and American nations. This is because of the way that majority rules system isn't as predominant and wide spread in Asia all things considered in different mainlands. Be that as it may, globalization has gradually added to the advancement of media in Asia. In today’s time and age, Asian media has taken up a progressively significant job. Western idea has gradually been incorporated in Asian

Banking2 Essay Example | Topics and Well Written Essays - 1000 words

Banking2 - Essay Example with the article 7 of the Saudi Banking Control Law the things that are permitted to be held for liquidity holds by the business banks are the accompanying ones: ‘cash, gold or assets’ (article 7). The legitimate greatest advance size that business banks in Saudi Arabia can give is referenced in the article 8 of the Saudi Banking Control Law. As per this article a business bank in Saudi Arabia isn't permitted to give an advance which surpasses the ‘25% of the bank’s holds and settled up or contributed capital’ (article 8). As per the article 10 there is a progression of exercises disallowed to banks across Saudi Arabia; we could demonstratively allude to the accompanying ones: a) to engage in discount or retail exchange exercises, b) to buy the portions of a bank working in Saudi Arabia, c) to obtain or rent land †except if this is essential for the improvement of the firm’s exercises or as a result of obligations to the bank (article 10). The above exercises are allowed to banks working in Saudi Arabia simply after the composed approval of the Agency. 5. Rundown 4 exercises that SAMA (Central Bank of Saudi Arabia) would actualize on the off chance that it finds that a business bank isn't living with banking laws particularly when those un-permitted exercises antagonistically influence the bank’s capacity to reimburse back its advances or potentially influence his liquidity position? In the event that that a bank working in Saudi Arabia neglects to observe the guidelines set in the country’s Banking legitimate system, at that point it very well may be constrained by SAMA; the above power can take the measures required so as to guarantee the insurance of the general population from the specific association; in this unique situation, the accompanying exercises can be created †implemented by SAMA: a) select at least one suitably talented counselors, b) request the suspension of any official †or even the chief †who is considered as liable for the authoritative disappointments, c) set cutoff points to the credit offered to the

Majors and Admissions - UGA Undergraduate Admissions

Majors and Admissions - UGA Undergraduate Admissions Majors and Admissions An academic advisor has made a request that I write a post about majors, and I think it is a great idea! I have dealt with the issue of academic majors before and how they relate to admissions in comments, but having a more detailed post seems like the best next step. Freshman Applicants When you apply to UGA, what you select as a major is a non- issue during the admission process. Occasionally when we are reading a file, we will see that X applicant has done a great deal of outside work towards the major of their choice (I remember the Entomology applicant who traveled to several different countries doing insect research and collection). So, for almost every applicant, your choice of major has no impact on a decision. Why? Well first, any freshman applicant can go into their myStatus page, select the Settings option, and change their intended major. Second, a large number of freshman will change their major prior to enrolling at UGA, and then again sometime during their first two years at UGA. So when you apply to UGA, select a major that interests you (or select Undecided), but do not select a major just because a cousin, a friend, or the aunt of your moms best friends hair stylist said that applying as (insert major name here) major would get you admit ted. Once you decide to enroll at UGA, though, make sure that the major you have selected is the one you really want, especially prior to orientation. Why? Because at orientation, you will be meeting with an academic advisor, planning out your next years classes, and getting on track for a degree. So you want to make sure you speak with the correct advisor based on your most up-to-date major plan. Transfer Applicants When you apply to UGA, your major will almost never have any impact on an admission decision, but you do not have the opportunity to change your major during the admission process (unlike freshman). There are numerous reasons for this, from students trying to game the system when we had some extended deadlines to programs trying to plan out how many students they will have, but the result is that transfers have to stay with their major they have selected. Why is this important? Because when you are advised at orientation, you want to make sure you are working with the correct advisor and have planned out a road map towards a degree correctly. This is more important for transfers than freshman, as most transfers have already taken a great deal of their core courses, already know what they plan on majoring in at UGA, and need to sign up for some specific classes during their first term at UGA. You do not want to be at orientation trying to change things, getting incorrect i nformation due to selecting a major that you thought would get you admitted, or wasting the time of an advisor who you will not be working with in the future. If you apply to UGA, select the major you want, and know that we do not hold pre-Business students to a higher standard of admission than English majors, or Genetics vs. History, etc. I hope this helps, and Go Dawgs!

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Modest Proposal - 785 Words

Not So Modest Proposal In 1729, with #8220;A Modest Proposal#8221;, Jonathan Swift raised the argument that, #8220;For preventing the children of poor people in Ireland from being a burden to their parents or country, and for making them beneficial to the public#8221; (44), we should rid ourselves of them by our own consumption. We should bake them, fry them, or serve them in a fricassee or ragout. Swift proposes his #8220;humble#8221; thoughts, for which he expects no objection, on the idea that it would be beneficial to the parents, the country, and even the children if they were to be eaten. He also states that anyone who objects should #8220;ask the parents of these mortals whether they would not at this day think it a†¦show more content†¦A generation that perceives themselves as being incompetent to fulfill societal norms. A generation that settles for what they get and does not fight for something better. As the evidence shows, #8220;A Modest Proposal#8221; out lines a fool-proof plan of easing the suffering of Ireland#8217;s youth ,in Swifts time, and the youth of today alike. Swift was neither greedy nor selfish. He only understood what needed to be done and figured this was the best way to get the publics attention. The only way to improve the state of our society is through the betterment, care, and love of all children. They must grow up knowing that they are believed in and that they have worth. By no means should we ever give up our hope inShow MoreRelatedModest Proposal1066 Words   |  5 PagesA Modest Proposal was a satirical essay written by Jonathan Swift depicting the horrific conditions of Ireland and the lives of the Irish people in 1729. Swift writes the satire disguised as a social planner of the time who as Swift satirizes were known to be overly rational rather than compassionate. The author portrays and attacks the cruel and unjust oppression of Ireland by its oppressor, the mighty English and ridicules the Irish people at the same time. However, Swifts opposition is indirectlyRead MoreA Modest Proposal1096 Words   |  5 PagesAssignment 1: Swift’s â€Å"A Modest Proposal† Dr. Anthony McCormack Strayer University World Culture II Gladys A. Reyes July 25, 2015 In the satire â€Å"A Modest Proposal’, Jonathan Swift expresses his feelings of frustration with regard to the aggravation and political issues in Ireland. He describes being frustrated with the indifference of Ireland politicians, the wealthy, the English tyranny, and the degradation and poor conditions in which many poor, Irish women and children have been forcedRead MoreA Modest Proposal Essay1095 Words   |  5 PagesJonathan Swift’s satire, â€Å"A Modest Proposal†, Swift writes about the starving people of Ireland in the early 1700’s. He makes a wild and absurd proposal to help remedy the problems of overpopulation and poverty. Swift wants to make a political statement by using the â€Å"children† as satire to grasp the attention of the audience - the English people, the Irish politicians and the rich – and make them aware of the political, moral, and social problems. In â€Å"A Modest Proposal†, Swift’s arguments are presentedRead MoreAnalysis on a Modest Proposal1421 Words   |  6 PagesEnglish Commentary – Digression â€Å" A modest proposal† by Jonathan Swift is a rhetoric piece that satirizes the dismal political, social and economic conditions in 18th century Ireland. As a solution, the preposterous proposal suggests that the Irish eat their own babies; as it is logically viable, and economically profitable: a condition adhering to the rational mentality of the age of reason. Swift develops his argument on two levels: A seemingly intellectual persona, caricaturized on a stereotypicalRead MoreAnalysis of A Modest Proposal873 Words   |  4 Pages Jonathan Swift, the writer of the satirical essay A Modest Proposal, grew up and lived in Ireland during times of famine and economic struggles (Conditions). Growing up with a single mother and no father, Swift knew what hard times and struggles were like (Jonathan Swift: Biography). His essay proposes an easy solution to the economic problems going on in Ireland for both the wealthy ruling classes and the poorer classes, although his intention s and the meaning behind his words are not what wouldRead MoreSatire In A Modest Proposal2026 Words   |  9 Pagesand no one else had anything to do with it. This was a common theme centuries ago, and it still a common theme today, though which particular characterizes makes someone privileged continues to change over time. In Jonathan Swift’s essay â€Å"A Modest Proposal,† Swift uses the elements of satire to ridicule Irish oppressors, specifically the Catholics and the rich. LITERARY ANALYSIS One of the most commonly used elements of satire is irony, which Swift uses freely to show the monetary and religiousRead MoreSummary Of A Modest Proposal 1304 Words   |  6 Pageseconomical problems such as poverty and overpopulation. Throughout Swifts writing we are able to recognize many things such as his purpose for writing â€Å"A Modest Proposal† and how it’s achieved, the form of emotional and logical appeal he uses to draw in his readers, along with his strongest and weakest elements in his text. Although Swift proposes his modest idea of selling children into the meat market, that is not his real solution, it is simply an idea that he proposes to get his point across that ifRead MoreJonathan Swifts A Modest Proposal949 Words   |  4 Pages â€Å"A Modest Proposal† by Jonathan Swift takes place in Dublin Ireland in the 18th century. The narrator is a very ironic character. His â€Å"modest† proposal is anything but modest. This short story takes place during a famine. Since there was a famine, Swift proposes the idea that people sell their one year old children to the rich so they would not be a burden to their family. One important way in which the author engages the audience’s attention and tries to help his readers see deeper politicalRead MoreA Modest Proposal By Jonathan Swift860 Words   |  4 PagesWhen I was informed to read â€Å"A Modest Proposal† by Jonathan Swift as an assignment for creating annotated bibliographies, I began to develop an interest on how Swift came about the matter of his request into rebuilding Ireland s economy and way of life. I believed that Swift added cannibalizing children to the subject matter to give his proposal a more profound and eye-opening effect, but my readings further piqued my interests on the topic. As a result, I researched Jonathan Swift’s motives andRead MoreSatire Modest Proposal Essay837 Words   |  4 Pagesupon deaf ears and change can be slow or non-existent. However some social commentators, such as Jonathan Swift in his pamphlet A Modest Proposal, use clever, targeted, and ironic criticism to bring the social state of Ireland to the attention of indolent aristocrats. He accomplishes such criticism through satire, specifically Juvenanlian satire. Swift’s A Modest Proposal stands as a perfect example of the type of satire that plays upon the audience’s emotion by creating anger concerning the indifference

Neuromarketing Debunking the Myths Free Essays

ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Graduate School of Business MARKETING MANAGEMENT 555 ASSIGNMENT 2 Neuromarketing: Debunking the Myths? Actual Count: 3624 (Excluding cover, contents and reference pages) Page 0 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? TABLE OF CONTENTS INTRODUCTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Neural Correlates †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. We will write a custom essay sample on Neuromarketing: Debunking the Myths or any similar topic only for you Order Now Ethics of Neuromarketing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 Free will Decision-making †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 CONCLUSION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 REFERENCES:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 Page 1 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? INTRODUCTION Neuromarketing, argues Lee, Broderick, Chamberlain (2007) is an emerging interdisciplinary field that combines economics, neuroscience and psychology, with Neuromarketing being term just six years ago says Smidts (2002). The goal of neuromarketing suggests Laybourne Lewis, (2005) and Smidts (2002) is to study how the brain is physiologically affected by marketing strategies and advertising. Brain activity resulting from viewing an advertisement is monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI), as shown in Figure 1, and electroencephalography (EEG) is used in order to evaluate the Figure 1 fMRI Image effectiveness of these strategies (Laybourne Lewis 2005). McClure et al (2004) says neuromarketing studies usually measure preference between products in terms of brand familiarity or product preference. As a viewer may hold a cognitive bias in traditional marketing studies, measures such as the product preference for a particular advertisement is sometimes difficult to measure argues Schaefer, Berens, Heinze, Rotte (2006). Walter, Abler, Ciaramidaro, Erk, (2005) suggest in neuromarketing studies, brand familiarity and product preference have been correlated with neural activity. Further, consumer protection groups and academics view the field of neuromarketing with caution due to the possible ethical implications of designing advertisements to intentionally cause specific neurological effects (Commercial Alert, 2003). Laybourne Lewis (2005) and Smidts (2002) says functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) are intrinsic neuromarketing are neuroimaging techniques and comprise the neuroscience aspect of the field. fMRI requires a participant to lay on a bed, with their head located inside the ring of a scanner. Researchers can measure the neural activity throughout the brain in terms of blood flow via oxygen usage by monitoring the participant? s brain with fMRI. As a contrast for this technique researchers can also use EEG equipment as it is fairly portable and light. Using numerous electrodes that are placed on the articipant? s scalp in a Figure 2 Brain Cap Page 2 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? net-like fashion, as shown in Figure 2, EEGs can measure brain activity by assessing electrical activity at the scalp. Using both behavioural responses as well as neural activations Fugate (2007) says researchers are able to use neuroimaging to m onitor and conduct marketing studies of the participant? s response. Fugate (2007) explains neuromarketing as being the process that involves asking subjects to perform experimental tasks and control tasks whilst being wired to various electronic devices. Researchers are able to compare differences in the images produced during the respective tasks as the devices generate instant, colourful images of a working brain. Researchers are then able to see what parts of the brain have responded to the stimuli used (Fugate 2007). Fugate (2007) describes the mechanics behind neuromarketing, as a revolution in the marketing, however, Fugate (2007) has overlooked some critical scientific concepts, specifically the corollary nature to neuromarketing research. Nneuromarketing as a concept suggests Smidts (2002) emerged prior to the word actually being used in 2002, despite suggestions otherwise. Many studies lacked the spatial resolution to make any useful claims as to the mechanisms behind effective and ineffective advertising techniques due to limitations of neuroimaging techniques conducted in the past few decades (Smidts 2002). An example argues Reeves, Lang, Thorson, and Rothschild (1989), is their claim that in an EEG study television scenes with negative content causes activation of the frontal portion of the right hemisphere while positive messages cause greater left hemisphere activity in the frontal region. It is important to note that as only four electrodes were used (in addition to the two reference electrodes) cortical arousal was only monitored in terms of frontal versus occipital (Reeves, Lang, Thorson, and Rothschild 1989). Now days, EEG systems are much more precise and often have up to 256 electrodes to monitor brain activity. Many other studies from the same time period by Krugman, (1971); Rothschild, Hyun, Reeves, Thorson, Goldstein (1988); Rothschild Hyun (1990); Weinstein, Appel, Weinstein (1980) also employ „hemisphere? activations as key findings. Nonetheless, suggest Weinstein et al (1980) it is not the fact that earlier research in „neuromarketing? has been imprecise that is of greatest importance, but rather how quickly the field has evolved over the last few years. Page 3 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Conditioning Marketing Two methods are typically employed in neuromarketing research as means of evaluating an individual? s preference between products: product preference and brand familiarity. Product Preference Product preference comparisons involve two known brands or products, which is unlike brand familiarity. Walter et al. (2005) uses an example of male participants being asked to rate a car? s looks regardless of cost and practical requirements, given the choice between a high performance sports vehicle, a midsized vehicle and a small car. Participants ranked the sports car first, followed by the med-sized car, with the small car ranked last. Walter et al (2005) suggested the sports cars as a primary reinforcer for social dominance, representing independence, power and speed. In this example, the sports car acted as a secondary reward. Money or cultural goods are secondary rewards that reinforce behaviour only after prior learning, through associations with primary rewards (innate reinforcers including food, water, and sexual stimuli). The three main functions of rewards as outlined by Walter et al (2005) can: (a) induce positive effect, (b) induce learning via positive reinforcement, and (c) induce consuming behaviour for acquiring the reward. Sports cars are preferred, as seen from the study conducted by Walter et al (2005), as they correlate with primary rewards that we innately seek. They also represents characteristics that we perceive our culture values. Morgan et al (2002), as cited by Walter et al, (2005) say this study was also adapted from a previous study of dominance and social hierarchy involving prime mates. In short, given two identifiable products, preference will be given towards one over the other, which is due primarily to the preferred product having more reinforcing qualities in terms of secondary reinforcers we identify as being relevant at a personally level, as well as to our cultural heritage. (Walter et al 2005) Brand Familiarity Comparisons between amiliar and unfamiliar products are defined as brand familiarity (Campbell and Keller 2003). When a consumer first sees an advertisement for an unfamiliar brand Campbell and Keller (2003) suggest they feel negative uncertainty towards it as it is unfamiliar. However, repetition of an advertising message, argues Campbell and Keller (2003), Page 4 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the M yths? at low levels, decreases this uncertainty and increases the effectiveness. One way that products can earn the trust of the consumer and become more familiar, suggest Fugate (2007), is through the use of celebrity endorsements. Repeated exposures can decrease the effectiveness of the advertisement by annoying the viewer, argues Campbell Keller (2003), so therefore advertisers must keep in mind not to advertise too much. Consumers can only store knowledge for the familiar, but not the unfamiliar, so repeated exposures for an already familiar product provides more time for the consumer to process the advertisement and their associated experiences from using the product (Fugate 2007). Consumer can become bored and even annoyed more easily for unfamiliar brands as there is less knowledge to process (Fugate 2007). Therefore, for consumers to recognise a new brand entering into the markets Campbell Keller (2003) suggest they need to be conservative in their marketing efforts by not overdo it. More identifiable brands, such as Pepsi, are able to advertise more often with less concern of annoying their audience argues Campbell Keller (2003). Neural Correlates A key principle of neuromarketing, suggest Damasio (1996), is that it is based on finding a neural correlates for buying consumers such as product preference and brand familiarity. As most studies are only able to monitor neural activity observationally it is important to acknowledge that researchers are only able to seek a correlate and do not induce product preference via neural stimulation (Damasio 1996). Interestingly, peer reviewed evidence has been found linking brand familiarity and product preference with the medial prefrontal cortex, says Damasio (1996). The medial prefrontal cortex (mPFC), suggest Damasio (1996), is a repository of linkages between bioregulatory states and factual knowledge. In the more specific instance of advertising , this translates into experiences and product information being linked to positive effect, via the mPFC (Damasio 1996). IMAGE 1. mPFC Studies by Kable and Glimcher (2007) point to the medial prefrontal cortex (mPFC) as the locus of interest for neuromarketing studies are quite notable. As outlined in the sports car study earlier Walter et al (2005) advise product preference has been correlated with the activation of Page 5 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? several brain regions in the reward circuitry of the brain, including the mPFC. Preference has also been correlated with mPFC activity independent of prices argues Knutson, Rick, Wimmer, Prelec, Loewenstein (2007) and was found to be predictive of subsequent purchasing. Studies by Paulus Frank (2003) observed when using a visual discrimination task as a control they found coinciding results when a simpler preference judgement study was conducted. McClure et al. (2004) conducted one of the most compelling neuromarketing studies. Researchers conducting a study monitored neural activity when drinking either Coca-Cola or Pepsi (see Figure 3). Using an fMRI for an experiment McClure et al (2004) had two conditions, (a) brand-cued delivery, and (b) blind taste test. When conducting a blind taste test, brain activity between the Coca-Cola and Pepsi was observed as being nearly identical. However, in the brand-cued condition, significant differences were observed in with neural activity, primarily in the ventromedial prefrontal cortex (McClure et al 2004). Figure 3 Coke Vs Pepsi The significant observation was no neural activation differences were identified when no brand nformation was provided, but when brands were identified, product preference and brand familiarity came into play with Coca-Cola being generally preferred by the participants, which caused significantly more activity in the ventromedial prefrontal cortex region of the brain says McClure et al (2004). An important aspect of the study is that no choices are made by the participant; the soft drink were given to the participants in the fMRI in small quantities; the manipulation was based when the brand was first announced; the finding was based on the activated regions on the brain as measured by the fMRI. Brand preference and previous conditioning is only demonstrated in brand-cued delivery, and only then is there significant ventromedial prefrontal cortex activation. Koenigs Tranel (2008) in a follow-up to the McClure et al (2004) study shed more light on the paradox of cola preference. Koenigs and Tranel (2008) explain that subjects tend to prefer Pepsi over Coca-Cola, or have no reliable preference, in a blind-taste test, yet Coca-Cola consistently Page 6 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? outsells Pepsi therefore creating a Pepsi paradox. When brand information is available, CocaCola is preferred, however, when brand information is not provided, no reliable preferences can be made, which is creating the paradox (Koenigs and Tranel 2008). Cola preference was counterbalanced in the McClure et al (2004) study. Koenigs and Tranel (2008) tested predictions from previous studies by using participants with damaged prefrontal cortex. Koenigs and Tranel (2008) discovered that when patients are presented with brand information, it makes no difference on their preferences. The conclusion was this finding mirrors effects found in normal individuals participating in blind-taste tests. Gladwell (2005) suggest the strong brand image of Coca-Cola, not taste, is the reason Coca-Cola is preferred over Pepsi. Several studies have connected brand familiarity with mPFC. Schaefer et al (2006) and Schaefer Rotte (2007) report that when comparing familiar and unfamiliar products with mPFC activity differences in neural activity are detected, which can also be connected to neurolearning literature of novelty detection in rat lesion studies suggest Dias Honey (2002). Campbell and Keller (2003) suggest relative to behavioural principles, brand familiarity is of extreme importance to advertisers. Fear the unknown pushed consumers away, and in advertising, this fear creates uncertainty for product that results in consumers selecting a known product. For culturally familiar brands relative to unfamiliar brands Schaefer and Rotte (2007) demonstrate this as superior fron tal activity and increased mPFC. In short, studies conducted McClure et al (2004), Paulus Frank (2003), Walter et al (2005) have linked medial prefrontal cortex (mPFC) activation to preference judgements. Further, Schaefer et al (2006) and Schaefer Rotte (2007) suggest mPFC can be attributed to the preference for the familiar over the unfamiliar, assuming that the consumer is going to buy a product either way (i. e. a vehicle). Preferences between the available choices in terms of their relative value, suggests Montague (2008), is the next step in the consumer decision making. Consumers can evaluate their choices by weighing the pros and cons of all the available choices (Montague 2008). Research by Sutherland (2004) shows that this process is primarily undertaken by the medial prefrontal cortex, which some have dubbed the „liking centre? f the brain. Several other areas have been implicated as key brain regions relevant to neuromarketing research, suggest Walter et al (2005), other than the medial prefrontal cortex. Some of these Page 7 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? regions include the ventral striatum, amygdala and orbitofrontal cortex, (Walter et a l 2005). The ventral striatum says Knutson et al (2007), Walter et al (2005), is the reward center of the brain and has been correlated with self-reported self arousal but only as an indicator of the predicted value of the reward. This is used as a mechanism for learning as it is thought of as prediction error. The amygdale says Walter et al (2005) has also been correlated with reward intensity in neuromarketing studies, however, is commonly known for its role in processing emotional information. The orbitofrontal cortex (OFC), says Walter et al (2005), consists of mainly two regions: the lateral and medial (and is mainly thought of as a measure of preference. The medial OFC is activated by rewarding stimuli, which includes the medial prefrontal cortex. Lateral OFC activity is correlated with punishing stimuli. The use of neuroimaging is not limited to neural activation measures says Fugate (2007). For example, in terms of hormonal secretions such as dopamine neuroimaging quantitatively measure this affect (Fugate, 2007). Though the field is expanding rapidly there is much to discover in terms of neural correlates and interest to neuromarketing, suggests Fugate (2007). Ethics of Neuromarketing In order to enhance a commercial gain a major issue for research in neuromarketing is the ethical concerns of neuroimaging. Neuromarketing is nowhere near ready to allow researchers to design a marketing campaign, so addictive that overrides an individual? free will. Founded or unfounded concerns are being allayed regarding this. A consumer protection group in America, known as Consumer Alert, has filed complaints to the US federal government, as well as a US senate committee, and universities, protesting the ethics of neuromarketing. Consumer Alert believe neuromarketing as â€Å"find[ing] a buy but ton inside the skull† (Commercial Alert 2003, 1). Commercial Alert (2003, 3) claims: â€Å"Our children are suffering from extraordinary levels of obesity, type 2 diabetes, anorexia, bulimia, and pathological gambling, while millions will eventually die from the marketing of tobacco. According to Consumer Alert (2003), the rise of neuromarketing will bring an end to free will. Lee et al (2007, 202) suggest â€Å"Unfortunately, the barely concealed disdain for the idea of „neuromarketing? in the neuroscience literature is clearly based on the opinion that marketing research is a commercial activity purely designed to sell products to the public†¦ † which many Page 8 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? academics are also hesitant to embrace (Thompson, 2003). Neuroscience academics tend to focus on more medically relevant questions, though there are many journals dedicated to economics and marketing (Thompson, 2003). As such, some believe that â€Å"brain imaging will be used in ways that infringe personal privacy to a totally unacceptable degree† (Editorial, 2004b, 71). An anonymous author in Nature Neuroscience, took a similar stance, saying â€Å"Neuromarketing is little more than a new fad exploited by scientists and marketing consultants to blind corporate clients with science. † (Laybourne Lewis 2005, 29). Neuromarketing research may help reduce the problems raised by Commercial Alert (2003). For example, Montague, Hyman, Cohen (2004) say, by examining the differences between the brain activity of compulsive overpurchasers may help to understand why these compulsive individuals tend to spend outside of their means. In addition, it can provide useful information for how clinicians treat these disorders by looking at the correlations between buying behaviour and clinical disorders. For example, the reward circuitry of the brain and in value-based decisionmaking and the medial prefrontal cortex are quite important says Montague, Hyman, Cohen (2004). Two significant ethical issues are present in neuromarketing research argues Murphy, Illes, and Reiner (2008), being: (a) protection of consumer autonomy if neuromarketing reaches critical effectiveness, and (b) protecting vulnerable parties from harm. To mitigate, recommendations for a „code of ethics? to be adopted by the neuromarketing industry are proposed by Murphy et al (2008). Some of the recommendations include (1) accurate representation of scientific methods to businesses and the media, (2) full disclosure of ethical principles used in the study, and (3) protecting research subjects from any coercion. Free will Decision-making Murphy et al (2008) suggests that if neuromarketing ever does reach critical effectiveness then the concerns of Commercial Alert (2003) may not be unfounded after all as neuromarketing may infringe on an individual? s free will. The importance of neuromarketing is not restricted to neuroimaging, but also includes computational neuroscience, which is the study of quantifying the component steps that underlie a given behavioural process. Value-based decision-making, for example, can be broken down into five steps suggest Rangel, Camerer, Montague, (2008), Page 9 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? which are: (1) identifying the decision problem; (2) weighing the possible choices; (3) making a decision based upon the evaluation of the choices available; (4) after carrying out the decision, consider the resulting consequences; and (5) learn from the decision-making process in order to make better decisions in the future. Montague (2008, 584) says, â€Å"Viewed this way, it? s easy to see why „free? choice is an unconstructive way to conceptualize the way humans choose†¦ †. Vohs Schooler (2008) suggests that free will and the ability to manipulate perception of it have also recently become apparent. However, it has been many years, suggests Libet, Gleason, Wright, Pearl (1983) since neuroimaging studies have suggested that neural activity does precede conscious intention, especially if it can be monitored. The decision of whether or not to buy a product is a result of from balancing the gain of obtaining the product, says Knutson et al (2007), offset by the act of actually having to purchase for the product, which is an interplay of corresponding valuations and choices. Using computational neuroscience, rather than neuroimaging, Walvis (2008), is able to connect neuroscience with common marketing principles. Walvis (2008) suggests three propositions of how the brain organises information and states, â€Å"These three propositions function similarly to the basis of an artificial neural network model, implicating the importance of what other „elements? the brand is associated with, the strength of these associations, and the sheer number of associations that are present between the brand and other „elements? in the network† (Walvis, 2008, 182). These form the basis, say (Walvis, 2008, 186) for the â€Å"Three Branding Laws†, based upon how engaging the branding environment is to the consumer, how repetitive and targeted the branding efforts are, and how personally relevant the brand? s marketing strategy is to the consumer. The stronger these pathways and connections are, the more likely a given product will be selected by a consumer. We can again quantify factors involved in choice behaviour, through the use of an artificial neural network, by using these laws says Walvis (2008). Neuromarketing can greatly improve marketing techniques when using a strong neuroscientific basis for branding, as suggested by Walvis (2008), even without the use of neuroimaging, but rather employing other aspects of neuroscience. Page 10 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? CONCLUSION Fugate (2007) suggests a revolution will soon overcome current market research as a consequence of several key implications of neuromarketing. Researchers are better able to evaluate an advertisement? s effectiveness much more scientifically, when applying neuromarketing techniques, in terms of how the ad affects the viewer? emotional state (i. e. , excitement or humour) as well as the viewer? s attention to the ad. Product appeal, suggested by Walter et al (2005) and the „sports car? study are also identified with respect to the findings with the reward circuitry of the brain. Neuromarketing was shown to be able to connect and quantify the effects of celebrity endorsements, suggested by Fugate (2007) that links the auditory and visual stimuli of the celebrity as they cause hormonal secretions in consumers that identify with the product endorsement, which can lead to a positive emotional response and feelings of trust. As researched by McClure et al (2004), logo/brand selection and emotional attachment was shown to be significant with consumers, which explained the result that Coca-Cola outperforms Pepsi. Only time will tell how much of an effect these new techniques will have on marketing success as the future implications of neuromarketing show great potential. Neuromarketing, in its current stage, is by no means adequate in determining if an advertisement is effective. Stimulating the medial prefrontal cortex does not mean that an advertisement will be effective as it is only a corollary response. The medial prefrontal cortex region of the brain is also the subject of other research studies, which include those in fear conditioning as suggested by Baratta, Lucero, Amat, Watkins, Maier (2008), provocation resulting in eating disorders (Uher et al. , 2004), and startle responses (Day-Wilson, Jones, Southam, Cilia, Totterdell, 2006). The field shows great promise as being the next step in market research despite the current flaws in neuromarketing research. Advertisers are likely to be more successful in making a longer lasting impression on the consumer if they took advantage to the many psychology studies that have been previously conducted as they would be better able to direct their efforts towards a target demographic. It is debatable if improved marketing capabilities are good or bad for the consumer; however, with ethics being enforced through legislation I feel we are seeing the myths of neuromarketing being debunked. 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Psychology And Society Essays - Smoking, Tobacco, Drug User

Psychology And Society Psychology is the scientific study of human and animal behavior. It is made of theories and tries to prove why we behave the way we do, our mental processes, our emotions, and our actions. In this writing assignment I will discuss why some people choose to behave so outrageous that we see it as abnormal self-destructive behavior and why others try to fit in this society and follow the rules. In the United States there`s people from all over the world from different cultures and traditions. I will give my personal opinion on some of the issues and controversies in our country. My first issue is about drugs. Many people feel that certain illegal drugs like heroin, marijuana, and cocaine should be legalized. I think it`s a crazy idea, people feel that is they legalize it at first we would buy it but then we would get bored and the use will decrease, but how many lives will be lost? Is it worth taken a chance? I don`t think so, tobacco is legal and people don`t get tired of smoking, so if they legalized these drugs more and more people will get addicted. The effects of any drug depend on several factors like the amount taken the user`s past drug experience, the manner in which is taken, and circumstances. Heroin is a highly addictive drug derived from morphine, which is obtain from the opium poppy. It is a downer that affects the brains pleasure systems and interferes with the brains ability to perceive pain. Heroin can be injected into a vein or a muscle, smoked in a water pipe, inhale as smoke through a straw or snorted as powder via the nose. Cocaine is a powerful central nervous system stimulant that heightens alertness, inhibits appetite and the need for sleep, and provides intense feelings of pleasure. Cocaine`s short-term effects appear soon after a single dose. Marijuana is usually smoked as a cigarette or in a pipe or a bong. If you have a job and you are selected for a urine test marijuana will show up. The short-term effects of marijuana include problems with memory and learning, distorted perception, loss of coordination, increased heart rate and anxiety. The long-term effects of these drugs include slowed and slurred speech, constricted pupils, droopy eyelids, impaired night vision, sedation, coma, addiction, convulsions, heart failure, paranoia, hallucinations, delusions, loss of interest in sex, marijuana even contains some of the same, and sometimes even more of the cancer-causing chemicals found in tobacco. These drugs can hurt you and those who surround you. I don`t understand why would anyone go through the risk of dying of overdosed and just the fact of addiction is a nightmare that many choose to live every day of their lives. Drugs bring me to my next issue which is why some people think that alcohol and tobacco should be illegal. Let me start by saying that millions of lives would be safe if smoking and drinking was illegal. Is it fair for innocent people to die because of a drunk driver or because of second hand smoke? How much do we value the lives of others and our own?. You don`t need to drink much alcohol before your ability to dive becomes impaired. The more heavily you drink, the greater the potential for problems at home, at work, with friends, and even with strangers. One of my family member was an alcoholic and I know that they face a lot of problems like arguments with the family or friends, loss of employment due to absences or decreased productivity, committing or being the victim of violence and also alcohol can cause a range of birth defects, the most serious being fetal alcohol syndrome F.A.S. (physical abnormalities, mental impairment). Children born with alcohol-related birth defects can have lifelong learning and behavior problems. Some problems, like those I mentioned above, can occur after drinking over a relatively short period of time. But other problems such as liver disease, heart disease, certain forms of cancer, and pancreatitis often develop more gradually and may become evident only after long-term heavy drinking. Women may develop alcohol-related health problems after consuming less alcohol that men do over a short period of time. Some drinkers develop alcoholic hepatitis, or inflammation of the liver which can cause death if drinking continues. If drinking stops, this condition often is reversible. Alcohol also causes cirrhosis which is not reversible and causes death unless you stop and you`re chances of survival improve considerably. Moderate drinking can have beneficial