How Reference Groups Exert Influence on Consumer Behavior Essay Example for Free

How Reference Groups Exert Influence on Consumer Behavior Essay Component Attitude Model An attitude is the psychological response to a person, an object, to a situation, to society and to life itself that generally influence our behaviors and actions. Attitudes are either positive or negative. However our attitudes are not always dictated by our values and beliefs. Other factors in a given situation may influence our behavior. We can also have different attitudes towards the same thing depending on whom we are dealing with, the actual context of an exchange or an event or occurrence. Three major components of attitude are : 1) Affective: emotions or feelings. (2) Cognitive: belief or opinions held consciously. (3) Conative: inclination for action. Cognitive Component The cognitive component refers to the knowledge, beliefs, and opinions the person has about the Nike product. The cognitive component is the individual’s information and knowledge about an object or concept. A person’s cognition is the knowledge and perceptions that are acquired by a combination of direct experience with the attitude-object and related information from various sources. This knowledge and resulting perceptions commonly take the form of beliefs; that is, the consumer believes that the attitude-object possesses various attributes and that specific behaviors will lead to specific outcomes. Beliefs are the cognitive component of consumer attitude. Positive brand associations enhance brand equity and are achieved through a number of positioning strategies. The beliefs about an object tend to control the change that may take place in an attitude. Affective Component The affect component of an attitude reflects feelings (â€Å"affect† is the technical term for positive or negative feelings), evaluation, or emotions regarding the attitude object. Affect refers to the way a consumer feels about an attitude object. It relates to the emotional content and arouses either likes or dislikes of a particular object. A consumer’s emotions or feelings about a particular product or brand constitute the affective component of an attitude. Conative Component The conative component reflects behavioral tendencies toward the attitude object. Conation refers to the act of attempting something. Conation is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude-object. This conative component of attitude may include the actual behavior itself. In marketing and consumer research, the conative component is frequently treated as an expression of the consumer’s intention to buy. Buyer intention scales are employed to assess the likelihood of a consumer purchasing a product or behaving in a certain way. Examples of Intention-to-Buy Scales: I definitely will go I probably will go Behavior involves the person’s intentions to do something with regard to an attitude object. The behavioral component of an attitude is one’s tendency to respond in a certain manner toward an object or activity. Consumers are asked to make a subjective judgment on the likelihood of buying a product or brand or taking a specific action in the future.

Animal Testing Essay -- Animal Testing

ISSUE: For the most part, we would not be able to live very comfortably without them. The question of what is considered proper treatment of animals has been highly debated by groups looking at both the moral and ethical issues of the situation. What exactly is our proper role with regard to non-human creatures? Do they have any rights, or may we do as we please with them? These are questions that politicians all over the world have been arguing about for many years, and still is as controversial as ever! PROBLEM: How can animal testing benefit both animals and humans without harming the animals? BACKGROUND: For thousands of years, humans have used animals for a variety of purposes including food, clothing, labor, means of transportation, hunting, medicine, and companionship. However, many personal beauty products, such as lipstick, face cream, anti-perspirant, and laundry detergent all have one major characteristic in common: the suffering and death of millions of animals (Dickinson 13). Canada has no legislation to protect laboratory animals from any form of mistreatment, abuse, or neglect. Great Britain has nothing in the way of constitutional ethical treatment of laboratory animals. In the United States, the U.S. Welfare Animal Act (passed in 1966 and later amended in 1970 and 1976) charges the U.S. Department of Agriculture with overseeing the humane handling and housing of animals in laboratories, pet dealerships, and exhibitions. While the law covers lab animals (such as rabbits, mice, dogs, and monkeys) it does not state that the animals are to be cared for or to be t reated for injuries received from experiments, nor does it state that animals in laboratories can be used for only a limited number of experiments with the least possible suffering and distress (Dickinson 15). In effect then, there is no protection given to lab animals. On average, 25 million animals die every year in North America for the testing of everything from new cosmetics to new methods of warfare. Five hundred thousand to one million of these animals are sacrificed each year to test new cosmetics alone (Dickinson 13). There are many kinds of tests performed on animals. One kind is the Acute Toxicity Test, which requires between 60 and 100 animals to determine what constitutes a lethal dose of a particular substance. The test spans a time period from two weeks to seven years,... ...ly limit their options. They have used animals for so long, their tests will most likely have to be changed. Changing the procedures of these tests could be extremely costly and time consuming. OPTION B: Requiring pet owners to spay or neuter their pets. ADVANTAGES: This is a very effective way to limit the number of animals used in testing. Many of these animals tested are often strays and have had no owner. If pet owners were required to â€Å"fix† their pets, it would really help in controlling the nation-wide pet population. There would be fewer unwanted animals roaming the streets in search for a mate; resulting in fewer unwanted pregnancies. Consequently, scientists would have a limited number of animals to work with. DISADVANTAGES: Breeders and pet-store owners would be in a bad position. This would mean that they would either have to go through tedious amounts of paper work in order to own animals that could still reproduce, or they would have to find a new career! For many people, taking care of animals has been a very big part of their life. Some have come to see it as more of a hobby than a job. For others, it may be the only thing that still brings joy into their lives!

Effects of Internet on Business Essay

* The Internet Revolution Ten years ago there were some people who thought the Internet was a fad. Those days are definitely over. People who resisted the rise of technology have long been left in the dust in order to make way for the rise of a more advanced populace. These are the people who understood the power of the Internet and how it could take their businesses to a whole new level. From Local to Global * Global Business The mom and pop shop down the street is now getting customers from all over the world. This is one way the Internet effects businesses. When a company sets up a website and markets it properly, suddenly it is opening up a massive consumer base and the possibilities are endless. With the click of a button, they are able to network around the world. The downside of this is that suddenly business becomes much more competitive. It can take time and money to ensure the company is at the top of the list when someone does a Google search on a product. Yet with a little elbow grease and know-how, the Internet can be a phenomenal resource. Working Remotely * Work from Anywhere How many times have you heard someone brag about the fact that he went to work in his bunny slippers? Before the Internet, this did not happen. There are a number of careers now that require only a computer, WiFi and an Internet connection for the worker to be up and running. More than anything, the bunny-slippers phenomenon effects businesses that are sole proprietors. However, there are virtual headhunters that broker out these telecommuters and succeed in big business for themselves. Educated Consumers * Educated Consumers Now a potential buyer isn’t at the mercy of a salesperson. Many big name retailers give bonuses to their sales people for selling certain items each month. A customer may not necessarily get the product that fits his or her needs. Now, if someone is looking for a computer, new car or kitchen appliance, there are many websites that offer free customer service and expert reviews on products. Virtual Retailers * Virtual Business There are many business that now operate solely from the Internet. Take Amazon, for example. A consumer can type into the Amazon search engine just about anything he wants, and within seconds it is right at his fingertips. Further, when he buys the item and has it shipped to him, he can track it every step of the way. If something is being shipped FedEx, a tracking number is all a customer needs to find out what city his package is in, whether it’s in the truck or at the hub, and what time it will arrive at his door. Endless Possibilities * The Sky is the Limit Overall, the Internet has had a positive effect on business. It has opened up doors for people and businesses across the globe and has made people worldwide understand that now the sky’s the limit.

Athletes and Financial Investment Firms

The goal for a large majority of individuals in today†s society is to achieve maximum financial stability in the shortest period of time possible. However, most do not achieve this goal as expeditiously as they once had hoped. It is for this reason that a majority of individuals view their success in relation to what one obtains in the form of both material goods and financial acquisitions. Does the acquisition of material goods or financial gains insure financial stability? Is there peace of mind for an individual once these goals of procurement are achieved? Is there anyway to insure financial peace of mind? The simple answer would be to become a professional athlete, to win the lottery, or marry into Bill Gate†s family. However, these are all long shots for a majority of the world. But even these do not guarantee long-term financial stability. That is why it is becoming increasingly important to possess a high level of competency in the area of wealth management. What exactly is wealth management? Wealth management is the proficient administration of one†s total assets through financial planning and accurately allocating wealth to achieve a financial goal. Financial planning integrates the execution of various financial services, which promote growth, and stability of an investor†s wealth. Planning is differentiated according to the specific needs and focus of individuals. A high-net-worth individual would bear distinct goals that differentiate from that of a small-time investor. Albeit that these investors may have unique objectives, the necessity for a competent provider of such financial services is evident. The world of finance is unpredictable and continuously shifting. Investors find themselves overwhelmed by intimidation caused by the perception that investment firms are bottom-line oriented with no regard to their personal financial goals. As a result, investment firms are making resilient efforts to educate investors and offer them extended financial services. These services are specifically designed through a financial plan, which caters to the individual investor.

The Assassination of Malcolm X

The Assassination of Malcolm X After spending a year as a hunted man, Malcolm X was shot and killed during a meeting of the Organization of Afro-American Unity (OAAU) at the Audubon Ballroom in Harlem, New York, on February 21, 1965. The assailants, at least three in number, were members of the black Muslim group the Nation of Islam, the group with which Malcolm X had been a prominent minister for ten years before he split with them in March 1964. Exactly who shot Malcolm X has been hotly debated over the decades. One man, Talmage Hayer, was arrested at the scene and was definitely a shooter. Two other men were arrested and sentenced but were most likely wrongly accused. The confusion over the identity of the shooters compounds the question of why Malcolm X was assassinated and has led to a wide range of conspiracy theories. Becoming Malcolm X Malcolm X was born Malcolm Little in 1925. After his father was brutally murdered, his home life unraveled and he was soon selling drugs and involved in petty crimes. In 1946, 20-year-old Malcolm X was arrested and sentenced to ten years in prison. It was in prison that Malcolm X learned about the Nation of Islam (NOI) and began writing daily letters to the NOI’s leader, Elijah Muhammad, known as the â€Å"Messenger of Allah.† Malcolm X, the name he acquired from the NOI, was released from prison in 1952. He quickly rose up the ranks of the NOI, becoming the minister of the large Temple Number Seven in Harlem. For ten years, Malcolm X remained a prominent, outspoken member of the NOI, creating controversy across the nation with his rhetoric. However, the close ties between Malcolm X and Muhammad began to whither in 1963. Breaking With the NOI Tensions quickly escalated between Malcolm X and Muhammad, with the final rift occurring on December 4, 1963. The entire nation was mourning the recent death of President John F. Kennedy when Malcolm X publicly made the uncouth remark that JFK’s death was as â€Å"chickens coming home to roost.† In response, Muhammad ordered Malcolm X to be suspended from the NOI for 90 days. After the end of the suspension, on March 8, 1964, Malcolm X formally left the NOI. Malcolm X had become disillusioned with the NOI and so after he left, he created his own black Muslim group, the Organization of Afro-American Unity (OAAU). Muhammad and the rest of the NOI brothers were not pleased that Malcolm X had created what they viewed as a competing organization- an organization that could potentially pull a large group of members away from the NOI. Malcolm X also had been a trusted member of the inner circle of the NOI and knew many secrets that could potentially destroy the NOI if revealed to the public. All of this made Malcolm X a dangerous man. To discredit Malcolm X, Muhammad and the NOI began a smear campaign against Malcolm X, calling him the â€Å"chief hypocrite.† To defend himself, Malcolm X revealed information about Muhammad’s infidelities with six of his secretaries, with whom he had illegitimate children. Malcolm X had hoped this revelation would make the NOI back off; instead, it just made him seem even more dangerous. A Hunted Man Articles in the NOI’s newspaper, Muhammad Speaks, became increasingly vicious. In December 1964, one article got very close to calling for Malcolm X’s assassination, Only those who wish to be led to hell, or to their doom, will follow Malcolm. The die is set, and Malcolm shall not escape, especially after such evil, foolish talk about his benefactor [Elijah Muhammad] in trying to rob him of the divine glory which Allah has bestowed upon him. Such a man as Malcolm is worthy of death, and would have met with death if it had not been for Muhammad’s confidence in Allah for victory over the enemies. Many members of the NOI believed the message was clear: Malcolm X had to be killed. During the year after Malcolm X had left the NOI, there had been several assassination attempts on his life, in New York, Boston, Chicago, and Los Angeles. On February 14, 1965, just a week before his assassination, unknown assailants firebombed Malcolm X’s house while he and his family were asleep inside. Luckily, all were able to escape unharmed. These attacks made it obvious- Malcolm X was a hunted man. It was wearing him down. As he told Alex Haley just days before his assassination, â€Å"Haley, my nerves are shot, my brain’s tired.† The Assassination On the morning of Sunday, February 21, 1965, Malcolm X woke up in his 12th-floor hotel room at the Hilton Hotel in New York. Around 1 p.m., he checked out of the hotel and headed for the Audubon Ballroom, where he was to speak at a meeting of his OAAU. He parked his blue Oldsmobile nearly 20 blocks away, which seems surprising for someone who was being hunted. When he arrived at the Audubon Ballroom, he headed backstage. He was stressed and it was beginning to show. He lashed out at several people, shouting angrily. This was very out of character for him. When the OAAU meeting was to start, Benjamin Goodman went out on stage to speak first. He was to speak for about a half an hour, warming up the crowd of about 400 before Malcolm X was to speak. Then it was Malcolm X’s turn. He stepped up to the stage and stood behind a wooden podium. After he gave the traditional Muslim welcome, â€Å"As-salaam alaikum,† and got the response, a ruckus began in the middle of the crowd. A man had stood up, shouting that a man next to him had tried to pick-pocket him. Malcolm X’s bodyguards left the stage area to go deal with the situation. This left Malcolm unprotected on the stage. Malcolm X sidestepped away from the podium, saying â€Å"Let’s be cool, brothers.† It was then that a man stood up near the front of the crowd, pulled out a sawed-off shotgun from beneath his trench-coat and shot at Malcolm X. The blast from the shotgun made Malcolm X fall backward, over some chairs. The man with the shotgun fired again. Then, two other men rushed the stage, firing a Luger and a .45 automatic pistol at Malcolm X, hitting mostly his legs. The noise from the shots, the violence that had just been committed, and a smoke bomb that had been set off in the back, all added to the chaos. En masse, the audience tried to escape. The assassins used this confusion to their advantage as they blended into the crowd- all but one escaped. The one who did not escape was Talmage â€Å"Tommy† Hayer (sometimes called Hagan). Hayer had been shot in the leg by one of Malcolm X’s bodyguards as he was trying to escape. Once outside, the crowd realized that Hayer was one of the men who had just murdered Malcolm X and the mob started to attack Hayer. Luckily, a policeman happened to be walking by, saved Hayer, and managed to get him into the back of a police car. During the pandemonium, several of Malcolm X’s friends rushed to the stage to try to help him. Despite their efforts, Malcolm X was too far gone. Malcolm X’s wife, Betty Shabazz, had been in the room with their four daughters that day. She ran up to her husband, shouting, â€Å"They are killing my husband!† Malcolm X was put on a stretcher and carried across the street to the Columbia Presbyterian Medical Center. Doctors tried to revive Malcolm X by opening up his chest and massaging his heart, but their attempt was unsuccessful. The Funeral Malcolm X’s body was cleaned, made presentable, and dressed in a suit so that the public could view his remains at the Unity Funeral Home in Harlem. From Monday through Friday (February 22 to 26), long lines of people waited to get a last glimpse of the fallen leader. Despite the numerous bomb threats that frequently closed down the viewing, approximately 30,000 people made it through. When the viewing was over, Malcolm X’s clothes were changed into the traditional, Islamic, white shroud. The funeral was held on Saturday, February 27 at the Faith Temple Church of God, where Malcolm X’s friend, actor Ossie Davis, gave the eulogy. Then Malcolm X’s body was taken to the Ferncliff Cemetery, where he was buried under his Islamic name, El-Hajj Malik El-Shabazz. The Trial The public wanted Malcolm X’s assassins caught and the police delivered. Tommy Hayer was obviously the first one arrested and there was strong evidence against him. He had been taken into custody at the scene, a .45 cartridge was found in his pocket, and his fingerprint was found on the smoke bomb. The police found two other suspects by arresting men who had been connected to another shooting of an NOI ex-member. The problem was that there was no physical evidence tying these two men, Thomas 15X Johnson and Norman 3X Butler, to the assassination. The police had only eye-witnesses that vaguely remembered them being there. Despite the weak evidence against Johnson and Butler, the trial of all three defendants began on January 25, 1966. With the evidence mounting against him, Hayer took the stand on February 28 and stated that Johnson and Butler were innocent. This revelation shocked everyone in the courtroom and it was unclear at the time whether the two really were innocent or whether Hayer was just trying to get his co-conspirators off the hook. With Hayer unwilling to reveal the names of the real assassins, the jury ultimately believed the latter theory. All three men were found guilty of first-degree murder on March 10, ​1966, and were sentenced to life in prison. Who Really Killed Malcolm X? The trial did little to elucidate what really happened in the Audubon Ballroom that day. Nor did it reveal who was behind the assassination. As in many other such cases, this void of information led to widespread speculation and conspiracy theories. These theories placed the blame for Malcolm X’s assassination on a wide number of people and groups, including the CIA, FBI, and drug cartels. The more likely truth comes from Hayer himself. After the death of Elijah Muhammad in 1975, Hayer felt overwhelmed with the burden of having contributed to the imprisonment of two innocent men and now felt less obligated to protect the changing NOI. In 1977, after 12 years in jail, Hayer handwrote a three-page affidavit, describing his version of really happened that fateful day in 1965. In the affidavit, Hayer again insisted that Johnson and Butler were innocent. Instead, it was Hayer and four other men who had planned and committed the murder of Malcolm X. He also explained why he killed Malcolm X: I thought it was very bad for anyone to go against the teachings of the Hon. Elijah, then known as the last Messenger of God. I was told that Muslims should more or less be willing to fight against hypocrites and I agreed w/ that. There was no money payed [sic] to me for my part in this. I thought I was fighting for truth and right. A few months later, on February 28, 1978, Hayer wrote another affidavit, this one longer and more detailed and included the names of those really involved. In this affidavit, Hayer described how he was recruited by two Newark NOI members, Ben and Leon. Then later Willie and Wilber joined the crew. It was Hayer who had the .45 pistol and Leon who used the Luger. Willie sat a row or two behind them with the sawed-off shotgun. And it was Wilbur who started the commotion and set off the smoke bomb. Despite Hayer’s detailed confession, the case was not reopened and the three convicted men- Hayer, Johnson, and Butler- served out their sentences, Butler was the first to be paroled in June 1985, after having served 20 years in prison. Johnson was released shortly thereafter. Hayer, on the other hand, was not paroled until 2010, after spending 45 years in prison. Source Friedly, Michael. Malcolm X: The Assassination. Carrol Graf Publishers, New York, NY, 1992, pages 10, 17, 18, 19, 22, 85, 152.

18th Century Spanish America and Race

18th Century Spanish America and Race Assess the role of the State of Spanish America in the formation of ideas about human differences prior to the 18th century. The formation of ideas about human difference has been contingent upon both fluid and persistent socio-political, historical and economic forces since globalisation arguably began with the age of discovery in the 1400’s, arguably spear-headed by the Spanish empire. This is perhaps most perceptible in the key signifiers of human social distinction. Concepts such as ‘race’ and ‘ethnicity’ appear to be static, objective human categorisations; yet, when subjected to a process of historical and geo-political scrutiny, each proves to be a subjective and poignant signifier, even a product of a process of social and historical construction and part of the production of knowledge. [1] The historical phenomenon of the Spanish State serves as an exemplar to demonstrate a convergence of ideological paradigms which shaped notions of human difference, underscoring this central contention that ideas of human difference are generated within a specific historical milieu, often involving the confrontation of two or more ethno-cultural groups. It is crucial to acknowledge that Spain’s dominance of Africa from the 15 th century and parallel conquest of Latin America was enacted with the conscious and unconscious appropriation of Eurocentric ideals which emphasised European supremacy and assumed European cultural, theological and economic superiority over Amerindians. The seeds of such national superiority have been traced to Biblical delineations of difference, [2] with its demarcation of blessed and cursed progeny, reinforced historically by medieval theological thought which associated blackness with the devil and sin, while whiteness was aligned with purity and righteousness. The widely accepted European medieval theory of ‘monogenism’, derived from the Biblical teaching of a common ancestry and fam ily tree concept of origins, gave impetus to the Spanish State’s self identity. [3] This widely accepted view within medieval Europe has been largely discredited in more recent centuries, dismissing the notion of a common human genesis. [4] The Iberian Peninsula had left a potent legacy and precedent at the conclusion of the medieval period, with Spain’s stark delineation and unyielding destruction of human difference. The pronounced ethnic diversity on the peninsula in the form of Jewish and Muslim migrants from throughout Europe, the Middle East and Northern Africa, exacted a Spanish definition which underlined difference rather than similarity, and in fixating upon difference, brought the reflex action of the decimation of such diversity, through a systematic, historic and prolonged practice of massacre, segregation, conversion, inquisition and expulsion. [5] Such unenlightened, barbaric and medieval practices, one may argue, left their mark on the Spanish psyche, readily appropriated by the American Spanish state, as it imported and imposed its imperialistic, paternalistic and sanctimonious practices, upon a rich diversity of Amerindian ethnic societies. This precursor to the Spanish American state illuminates the historical consciousness of the earlier Spanish rule in Europe, revealing the cultural hegemonic assumptions and practices the Spanish state appropriated from its 14 th and 15 th century European roots. [6] The early 20 th century pejorative branding of pre-eighteenth century Spain as the ‘black legend’ evokes â€Å"Spain’s colonial brutality in the Americas during the sixteenth and seventeenth centuries.† [7] Ironically, Spain drew condemnation from other European nations for such action, deemed to be an ignorant, superstitious and fanatical nation, incapable of entering modernity. [8] Spain’s European condemners had been equally culpable in sub-Saharan Africa, in stimulating the African sl ave trade. By casting Spain as the antithetical demon, England, France and northern Europe masked their own international sins in the process. This brief observation illustrates one process that shaped human ideas about human difference, namely, intra-cultural ignorance and an insular societal gaze which repeatedly reinforced the values, practices and beliefs of Spain’s own cultural epicentre, and in the process, defined other ethnicities by their differences and their otherness. Moreover, the Spanish American state constructed a false social hierarchy based upon religious assumptions which condemned humans living a more unencumbered and simple existence initially beyond the grasp of modern commerce and technological innovation.

Research papers Essay Example | Topics and Well Written Essays - 1000 words

Research papers - Essay Example "Rock 'N Roll" is a musical genre whose 'golden age' is usually recognized as the decades of the 1950's and 1960's. This musical form had its beginnings in the blues tunes, gospel music, and jazz-influenced vocal music that became popular among African-American audiences after World War II. A new kind of blues, it featured electrically amplified guitars, harmonicas, and drummers that emphasized afterbeats. (Gillet, 62) At the same time, black gospel music grew in popularity. These forms of black popular music were given the label rhythm and blues (R and B) and were played on big-city radio stations. Radio spread this music's appeal from black communities to towns throughout all of the United States. By the mid-1950's such performers as Little Richard, Joe Turner, and Chuck Berry were becoming popular with white audiences. Radio disc jockeys began calling their music rock 'n roll. "Rock 'N Roll" is a musical genre whose 'golden age' is usually recognized as the decades of the 1950's and 1960's. This musical form had its beginnings in the blues tunes, gospel music, and jazz-influenced vocal music that became popular among African-American audiences after World War II. A new kind of blues, it featured electrically amplified guitars, harmonicas, and drummers that emphasized after beats. (Ennis, 77) By remembering those Classic ro... se were the days when life was plain and simple and the birth of a start named Elvis Presley and the emergence of the love songs that touched the hearts of women. The 50's remarkably gives us an overview of Classic Rock from this stems the succeeding versions and styles of rock and roll. There was a historic demarcation line to distinguish the 70's from the 50's. The musicians from the 70's were able to sing the song of Dylan and Elvis although most people preferred the song from the 70's than the "old" songs. The music of the fifties has very good rhythm although it lacks political and social themes which attracted the people during the 70's. The people during this decade failed to see the energy, vitality and originality of rock and roll which remains incomparable to the other types of music. The premise of this work is that rock 'n' roll matters, and that it means what it says. It seems that rock 'n' roll music has seldom been given its due as an art form, that it is somehow relegated to a category of less "mature" or "serious" artistic pursuits by the media and the intellectual community (whatever that is). Some critics use the generic term "Pop" to refer to any popular music, including all contemporary rock musicians, as if the fact of rock 'n' roll's immense commercial success implies that it cannot really be taken seriously alongside, say, classical music, or even Jazz. Beyond artistic circles, rock 'n' roll is usually given even less credibility; the ideas and feelings and beliefs expressed and reflected in rock songs tend to be dismissed by non-fans, by the Establishment as a whole, as quaintly naive at best, childish and irrelevant at worst. What's even more disturbing is that these attitudes often seem to be held by fans of rock music themselves. We