Importance Of Effective Communication With Patients In A Healthcare Setting

IntroductionThis paper will address the importance of communicating effectively in a healthcare setting. It is extremely important that physicians and all medical staff communicate with patients. Communication is how medical staff, physicians and patients find out vital information.The medical staff learns information about the patient and the reason for the visit. The physician learns more about the patient through conversation and addresses the reason for the visit. The patient learns information about the issues that are going on with him or her and how to go about solving the issues.This can be considered a type of ongoing chain reaction. Everyone should communicate effectively with one another because without proper communication, we do not gain any knowledge. Healthcare facilities can use improvement in the communications area.There are ways to implement effective communication skills. Communication is a key factor in the healthcare field. Clinical or medical staff and physicia ns should communicate more effectively with patients. Having poor communication skills can cause serious issues between health care staff and providers.â€Å"Poor communication skills within a health care setting can result in misunderstanding and faulty decisions that could adversely affect a patient’s health and well-being† (Ponte 2011). Poor Communication [Communication failure is a huge contributor in clinical outcomes.A major part of information flow comes from communication between health care workers. Communication errors were found to be the main cause of hospital deaths. Communication infrastructure influences communication behavior within organizations.Interruptive communication is one of the negative behaviors observed in poor communication (Parker & Coiera 2000). Poor communication can be turned into a positive behavior by adopting steps to communicate more effectively.Poor communications can affect a patient’s health and well-being. Poor communicati on can also lead to provider and patient frustration. Having strong communication skills is a must for new practitioners. Written words are a source of poor communication. Getting help from mentors about how to be a good communicator would be a great idea (Ponte 2011).Keeping a patient from becoming frustrated with a physician or a medical staff member can be handled properly if everyone communicates effectively with one another. When explaining things to a patient, it is best to make sure the patient fully understands everything.There are additional steps one can take to help a patient understand and that could be as simple as giving out a brochure or pamphlet about the issue(s) or even giving the patient printed out documents that the patient can read. Also, addressing any questions and concerns the patient may have can be a type of effective communication.Patient satisfaction can go a long way and if the patient is satisfied then the chances of that patient returning is high. ] C ommunication Importance [The article from http://www. apa. org tells why it is so important for patients to communicate with physicians.Sometimes patients hold back from asking questions. Also, some feel intimidated so therefore they don’t really talk with the physician. Sharing information is an important component of health care. Research indicates that effective communication is tied to positive medical outcomes (Weir 2012).Some patients may be a little shy to talk with the physician about health concerns. If proper communication skills are used then the physician may be able to communicate with the patient to get him or her to open up and talk about the health problems.Gaining the sense of trust can help make a patient feel more comfortable. In order to determine what may be going on with your body you need to be able to communicate with the physician. The article from the Journal of the American Medical Association tells how some patients experience issues with physician s not listening because they are often too busy.Effective communication with patients can take time, but it also requires that physicians take the time to listen closely to each patient. Some medical schools and residency programs don’t provide enough education about effective communication skills.However, medical education on student and residency levels requires major efforts to enhance communication skills while in school. Even though science and technology has advanced over the past few decades the best medical care consists of knowledge in science and communication skills (Levinson & Pizzo 2011).Not only is communication important, listening is important as well. One must first listen in order to communicate effectively with a patient about any issues or concerns. â€Å"But the core skill of good communication is listening† (Handzo 2012).Some physicians do make you feel like they are rushing you to leave the office and some act like they are in a hurry for somethi ng more important. No one wants to go to a doctor's office or a hospital to receive care and feel like they were just there for nothing. Making a patient feel important and respected should be a priority.Listening and Understanding [Communication is key, but sometimes easier said than done. Using words that patients understand is a big deal. You want to make sure to use words a patient can understand so that they actually do fully understand what you are saying.Listening is a core skill for good communication, but good listening is about having a good understanding. Patients want to be listened to and most of all respected (Handzo 2012). Patients are more likely to understand their health problems if they can understand their doctors.A physician’s relationship with each patient is built on effective communication (Travaline, Ruchinskas, and D’Alonzo 2005). Verbal and nonverbal communication are both necessary in health care. A physician who can effectively communicate bad news with a patient in a compassionate manner will be able to improve and strengthen their patient-physician relationship.It is important for a physician to be able to communicate both positive and negative news with a patient (Travaline, Ruchinskas, and D’Alonzo 2005). Conclusion [In conclusion, communication is very important.Listening is also important because you must listen in order to communicate. In healthcare, communication plays a major role. Everyone, including medical staff, physicians and patients must communicate effectively with one another.Poor communication can create errors and misunderstanding. Having a good understanding about your health is important. If a patient does not fully understand something, there are ways to help them understand such giving the patient a pamphlet that covers more information about the issue(s) he or she is having. Effective communication can go a long way in the healthcare field.

Mustafa Kemal Ataturk: The First President of Turkey

Mustafa Kemal Ataturk (indeterminate, 1881–10 November 1938) was a Turkish army officer, revolutionary statesman, and founder of the Republic of Turkey as well as its first President. Ataturk became known as an extremely capable military officer by being the only undefeated Ottoman commander during World War I. [1] Following the defeat of the Ottoman Empire, he led the Turkish national movement in the Turkish War of Independence. Having established a provisional government in Ankara, he defeated the forces sent by the Allies. His successful military campaigns led to the liberation of the country and to the establishment of Turkey. During his presidency, Ataturk embarked upon a program of political, economic, and cultural reforms. An admirer of the Age of Enlightenment, he sought to transform the former Ottoman Empire into a modern, democratic, and secular nation-state. The principles of Ataturk's reforms, upon which modern Turkey was established, are referred to as Kemalism. Early life Main article: Mustafa Kemal Ataturk's personal life Born as Mustafa, his second name Kemal (meaning Perfection or Maturity) was given to him by his mathematics teacher in recognition of his academic excellence. [2] He was born to a turkish family living in Thessaloniki. Mustafa’s mother was Zubeyde Hanim (1857-1923), a devout Muslim and â€Å"as fair as any Slav from beyond the Bulgarian frontier† with â€Å"fine white† skin and â€Å"eyes of a deep but clear light blue†. [3] In his early years, his mother encouraged Mustafa to attend a religious school, something he did reluctantly and only briefly. Later, he attended Semsi Efendi school (a private school with a more secular curriculum) at the direction of his father. His parents wanted him to have education in a trade, but without consulting them, Ataturk took an entrance exam for a military junior high school in Thessaloniki (in Turkish, Selanik, which was an Ottoman city at that time) in 1893. In 1896, he enrolled into a military high school in the Ottoman city of Manast? r (modern Bitola, Macedonia). In 1899, he enrolled at the War College in Istanbul and graduated in 1902. He later graduated from the War Academy on 11 January 1905.

Animal euthanasia Essay Example | Topics and Well Written Essays - 500 words

Animal euthanasia - Essay Example The best solution, according to the article, is however to control the animals’ birth rate for a sustainable population size. The main reason for this opinion is that available shelters for the animals are limited. As a result, animals, especially the overpopulated dogs and cats in their old age, have to be let out of the shelters. Since this action endangers the lives of the animals to suffering and painful death, it is better to apply euthanasia because the method is fast and painless (Peta, 2012). I agree with the main argument of the article that the animals are supposed to be protected from pain and suffering. As a result, controlling their population to a sustainable number by the available shelter is the best alternative. Since this has not been achieved, a painless death is a better alternative to letting the animals wander in the fields in suffering until their death. My opinion is informed by the idea of animals’ rights that equivalently values the plight of a nimals as that of human beings. Like humans, the animals are psychological and recognize utility and pain. As a result, reducing their pain during death is a suitable way of respecting their right.Response to questionsMy desire to work for PETA Asia-Pacific is based on my love for animals and the desire to achieve a reasonable respect for their lives. This has been driven by my historical resentment over suffering that animals are subjected to through activities such as hunting, scientific research and neglect.

Response #2 Essay Example | Topics and Well Written Essays - 500 words

Response #2 - Essay Example When generating a response to this article one must realize the assumption that Americanization has realty increased the commercial industry in the country. In an argument by Outhwaite Americanization defines the true commercial industry in the United States (41). The author further argues that Americanization is responsible for the growth of industries in the United States and around the world that have experienced Americanization (Outhwaite 41). In support to the article, Americanization has now found its roots across the globe as nations like china experienced commercial battles for American industry. Additionally, it is an obvious assumption that major business entities with great histories have their origin in the United States. This is due to the fact that Americanization quickly became an international vice after full dominance of the America market. Outhwaite also argues that it took a less significant time for Americanization to fully dominate the Americas (78). In the article on nationalism, the author fails to identify the true definition of the term. This is because they believe in more than just one definition from a historical point of view. Methodological Nationalism in America dates back to the historical approaches of nationalism. Outhwaite argues that one cannot define nationalism in the United States without considering the fact that the historical definition has a significant weight in defining the term (102). The article however, disregards the argument and focuses on the argument on whether methodological nationalism united or divides the United States. Additionally, the author focuses on the ability of the modern American citizen and government to appreciate the historical approaches to nationalism (Outhwaite 102). In creating a response to the article, one must recognize the fact the article does not provide a true definition of methodological nationalism. The

Research Project Essay Example | Topics and Well Written Essays - 5000 words - 1

Research Project - Essay Example ’s tangible resources, such as cash reserves and information technologies, managers utilize marketing promotions as an intangible resource that either makes a firm attractive to existing or prospective customers. Marketing promotions consist of efforts to communicate the total value of a service or a product for customers with the intention of increasing sales through these communications (Kotler and Keller 2009). Marketing promotions consist of advertising and publicity to achieve the objective of properly positioning a firm against competition, increasing sales, building a corporate identity and generally increase customer demand (Solomon, et al. 2006). For some managers, the problem faced in achieving competitive advantage is that their respective firms produce and distribute products that are comparable to competition. Such products have homogenous features and benefits to competitive offerings, hence when attempting to communicate product value, it becomes increasingly difficult to build incentive with customers to select one firm’s products over that of competitors. As a result, managers exploit the marketing function in operations as a means of differentiating a product from that of comparable competitor products. Differentiation is a strategic effort to create a distinguished identity for a product which makes a product appear more interesting and desirable for a company’s most sought-after customer target segments (Hitt, Ireland and Hoskisson 2014). Nandan (2005) asserts that in today’s competitive business environment, it is becoming more simplistic for competing firms to imitate and reproduce the features and benefits of a competitor’s product. With the ability of a firm to procure similar production technologies whilst also building a competent research and development team, companies that once offered unique products for consumers are being threatened with a shortened product life cycle as a result of replicated competing products being

Criminal Justice relating to Media Research Paper

Criminal Justice relating to Media - Research Paper Example According to Freedman (2006), â€Å"The belief that media violence is harmful is widespread. In the recent poll conducted in the US, 10% of the people said that television violence is the major cause in the increased number of the crime rate†. Nowadays, media has been the source of violence in the society as media consumption has been continuously rising for the past decade. Media has been a part the human civilization since time immemorial. Hence, society’s dependence on media has been significantly flourished throughout the decade. One particular source of news and entertainment is largely attributed to television programs and the internet. The type of programming contained in news reports, soap operas, family sitcoms, even children’s programs have demonstrated a level of media violence that needs immediate attention especially by the parents or guardians of the kids. This is so true when it comes to children’s cartoon channels. Most of the time, their p arents or guardians fail to monitor what they watch on the television. Cartoon programs were created to entertain young children, but research has shown that a significant value of media violence is attributable to cartoons. On the other hand, the internet has also played a substantial role in the proliferation of media violence as seen in computer games which most of the young kids are fond of. This study shall focus on the violence content that is being shown in children’s programming, while mixing it with the element of humor. â€Å"This helps create that illusion that violence is fun and largely without any negative consequences. The unpunished violence perpetrated by attractive heroes provides the best description for encouraging imitation of violent scripts and adoption of pro-violence beliefs and attitudes† (Gentile 2003). Content of Violence in Children’s Programs Violence has been used as a key factor to make the audience glued to the television. With t he presence of humor and combined with violence, the audience’s attention will be fixed watching the program from beginning to end as a form of entertainment. â€Å"The recent studies have shown that the average American child witnesses more than 10,000 violent crimes, which include murder, rape and assault each year on television; and about 200,000 violent crimes by the time they are in their teens†. Percentage of Violent Television Programs by Content and Program Genre In a study conducted by NTVS in 1998, it was shown that excessive violence was defined as nine or more acts of violence in a given program. Program Genre TYPE OF VIOLENT CONTENT ALL CHILDREN’S COMEDY DRAMA MOVIES MUSIC VIDEOS REALITY EXCESSIVE VIOLENCE 32 31 5 40 59 3 17 FANTASY VIOLENCE 45 87 14 11 19 12 0 PUNISHMENT OF BAD PERPETRATORS 55 59 47 66 56 27 45 LONG-TERM NEGATIVE CONSEQUENCES 16 6 8 33 33 10 7 SHORT-TERM NEGATIVE CONSEQUENCES 55 67 44 49 49 41 47 NO NEGATIVE CONSEQUENCES 29 26 48 1 8 17 49 45 VIOLENCE WITH BLOOD OR GORE 14 1 1 21 24 9 16 VIOLENCE WITH HUMOR 42 68 89 16 32 14 8 USE OF GUNS 26 12 15 41 33 18 45 USE OF BODY AS A WEAPONS 39 43 53 31 39 56 25 REPEATED PERPETRATOR 61 58 51 59 63 62 71 OVER-ALL PROPORTION OF PROGRAMS WITH VIOLENT CONTENT 61 67 37 75 89 53 39 Therefore, in view of the foregoing study conducted b

Law v.s. Opinion Essay Example | Topics and Well Written Essays - 1250 words

Law v.s. Opinion - Essay Example Born on August 1, of 1930, he recently passed away on January 23, 2002. His views embody the disciplines of many tenets including: philosophy, literary theory, sociology, and anthropology. He is the protagonist of the world of sociological studies, and he opposed and debunked some of the most prevalent antagonisms in the genre. His most popular work is Distinction: A Social Critique of the Judgment of Taste. In the 1967 study, he interprets how members of the upper class define taste as an aesthetic. He finds that the public has no genuine representation in democratic societies. Pierre Bourdieu asserts that public opinion does not exist. This poses the question, how should we conceive public opinion If it is true that the public does not exist, than the real question is, whose opinion is public opinion Rational Choice Theory poses that idea that human beings form their opinions and decisions based on collective observations and calculations. It also assumes all individuals are well informed of all of their options and that it is an inherent human tendency to think everyone makes decisions this way. If this is true, it would explain the blind faith people have in public opinion. It is a faith so devout, it often sways and molds popular culture ideals. Pierre Bourdieu strongly negates this view. According to his perspective, if there is no public opinion then, the courts judge based entirely according to the law, and their own personal judgment, which we perceive in compliance with an imaginary public. The constitution ends up having a very significant say in the lives of the people. This forces us to look at its core creation by the Federalists and the government that has grown to live by it. The government we have today has come a long way since it's creation by the Founding Fathers. With the new disappointments arising towards the current administration, many have begun to question and asses the purpose of the constitution structured by the Founding Fathers and how it still applies to us today. Some go so far as to suggest that the federalists who framed the constitution insisted on limited federal involvement, but the history of America shows this is not the case. The Federalists protested limited government, while secretly creating a constitution that might one day form into an all powerful force. In fact, history shows that every official in any given office usually tends to take actions to increase the power of the government, whether state or federal, regardless of party classification. This is a formula specifically structured to maintain a minority class of wealthy elite to rule over the majority. The only difference between then and now is technological advancem ent and experience in the elitist control of the masses. If it were not for the presence of these traits in American society, there would be no real physical change to analyze. In a sense, nothing has really changed; money is still as much the emperor of our nation now, as it was then. Until the twentieth century both scholars and the public revered the Framers as demigods and canonized the Constitution as the crowning symbol of a democratic revolution against tyranny. However, the many publicized political and corporate scandals of the Progressive Era in the late nineteenth and early twentieth centuries influenced historians to begin viewing the Constitutional

Explaining the relevance and importance of mentoring and counselling Essay

Explaining the relevance and importance of mentoring and counselling roles in the workplace - Essay Example It is a way in which an affirmative change in the employees are brought about and thereby transfer of valuable knowledge takes place from the mentor or the guide to the particular employee. Both Companies and their management find that this method is extremely favourable for the employees in terms of career growth (Robbins, 2003, p.56). Thus every organisation tries to implement this process in their day to day operations. In every workplace, the management feels that it is necessary for the employees to boost their potential and enhance their skills so that they can deliver better performance and can in turn increase the productivity of the company. It often happens that the employees have a lot of hidden potential. It is just that they need to be upgraded with certain skills. Often they have to be groomed according to the organisation culture and several issues relating to performance needs to be solved by the management. If the management feels that a particular employee requires this kind of grooming or training his areas have to be assessed and the company would recommend him for mentoring programme. The mentors would generally be someone from the managers or the supervisors of any team who would have prior experience about the work and how it should be done. Each department may also have a special coach delegated for that department. Differences between Coaching and Mentoring Applications of Coaching and mentoring are varied over different areas of business. Though the goals of both coaching and mentoring are the same that is to maximise the potentials of the employees for the benefit of the organisation, yet there is a subtle difference between the two. The chief aim of coaching is to improve the performance of the employees. The final performance is of utmost importance. On the other hand, mentoring is more inclined to grooming of an individual in a personalised way and it is more inclined towards personality development of the individual. The person wh o coaches a team has a definite agenda in his mind while undertaking the process (Bachkirova, Jackson and Clutterbuck, 2011, p.187). The mentor on the other hand would behave like a facilitator who would mould the individual in the way he wants to but there is no specific agenda that the person will remain confined to. Coaching in a workplace is related more to productivity at work and the career growth of the employees. Mentoring on the other hand stresses more on self reflection of the individual employees. Hence the bonding with the mentor is even better defined. The duty of coaching is generally assigned by the organisation to someone who holds much a higher position like a manager. The mentor is someone who would be able to influence the mentee in a deeper way and the person who is being mentored has to treat the person as a guide and have to have a personal acceptance in the matter. Coaching is provided to the employees so that enhances in individual performance would help in the growth and the development of the organisation. The mentor often looks forward for feedback from the employees which may contribute to the development of the employee as well. Hence the mentor has a scope of getting personal returns as well. There is a prospect of mutual knowledge exchange in this context. The system of coaching is mainly applicable to a team development in an office and a handful of people may come under the

To Kill a Mockingbird Essay Example for Free

To Kill a Mockingbird Essay Thru ought the story To Kill a Mockingbird there are lots of important characters. But there is one specific family everyone is curious about; the Radley family. There were only four inhabitants of their household Mr. and Mrs. Radley, Boo, and Nathan Radley. Everyone wondered what they would do in their house? Mrs. Radley only came out to sweep the porch, Nathan only came out to get groceries and to help when Miss Maudie’s house was burning down, and Boo only comes out when he supposedly give Scout the blanket when Miss Maudie’s house is burning down and at the end when the most significant part when he comes out and help Scout and Jem escape from Mr. Ewell. But like Atticus said, â€Å"you never really know a person until you consider things from his point of view . . . until you climb into his skin and walk around in it. † The Radley house was described as â€Å"The remains of a picket drunkenly guarded the front yard-a â€Å"swept† yard that was never swept-where Johnson grass and rabbit-tobacco grew in abundance. † (Page 8) This is what I pictured the house to look like but with more trees and weed blocking the place because Boo never came out. Nathan only came back to live with his family so he can take care of his sick mom. Mr. Radley only came out to get groceries. And Mrs. Radley only came out for a mid-morning coffee break with her neighbors. They weren’t religious in anyway, you could never find them at church or in a missionary circle. Mr. Radley to my imagination and character analysis was pictured as protective. My favorite quotation that both describe Mr. and Mrs. Radley is the one where Dolphus Raymond speaks to Scout and Dill outside the courtroom. He says, â€Å"I try to give ‘em a reason, you see. It helps folks if they can latch onto a reason. . . He can’t help himself, that’s why he lives the way he does. † (Page 200) This quote describes the Radley parents so well to me because in the beginning of the book the narrator, Scout, talks about how Arthur Radley at once became friends and started causing raucous around Maycomb County. Eventually, they Cunningham boys and Arthur got into some trouble and had to go to jail. Arthur’s dad was there to back him up all the way, he had bailed him out of jail and begged the judge to let him go promising him that his son wouldn’t cause anymore trouble. So, after that the Radleys’ stayed inside a whole lot except to get the necessities they needed and this quote reminded me of the Radleys’ because they maybe just gave people a reason to think they stayed inside was because of their son. Maybe it wasn’t really because of that.

Assessment and grading criteria Essay Example for Free

Assessment and grading criteria Essay Unit 1 – Fundamentals of Science Assessment and grading criteria To achieve a pass grade the evidence must show that the learner is able to: To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to: To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: P1 outline the key features of the periodic table, atomic structure and chemical bonding M1brelate the key features of the periodic table to the conclusions drawn from the practical activities D1vexplain how standard solutions and titrations are prepared in industry P2vdemonstrate practically the ability to prepare chemical solutions and test their accuracy see more:analyse factors that contribute to the wellbeing of individuals Scenario: You are working as a scientist for ‘Edvisprog’ – a company producing visual aids for education. The team is currently working on a web-based program to help students understand the key features of the periodic table and information to guide students to help the teaching and understanding of the use of titrations. You have to produce word documents or powerpoint presentations that will provide the information for the web-based software. Remember: During this (and other assignments) credit cannot be given for a diagram  copied from the internet unless, (1) It is referenced and (2) You have interpreted the diagram in some way, for example, added your own labels or further described the concept conveyed in the diagram. Task 1 – Chemical Bonding and the Periodic Table In this task you have to describe atomic structure, outline the key features of the periodic table and describe chemical bonding Draw a diagram of a Calcium atom, label the key components of the atom. P1i The periodic table contains over 100 different elements in a specific order. Describe how the atoms in the periodic table are arranged. You will need to make reference to (a) groups, (b) periods, (c) metals and non-metals, (d) solids/liquids/gases. Choose three different elements and explain why each is in a particular group / period P1ii Ionic, covalent and hydrogen are the three main types of chemical bonding. Draw a series of diagrams, with explanations to outline the process involved in each type. P1iii Task 2 – Volumetric Analysis This task will require you to make a ‘Standard Solution’, this is a solution of known strength. You will make a solution of sodium carbonate. The strength of sodium carbonate (Na2CO3) is usually measured in moles. A one molar (1M) solution means one mole of substance (solute) per litre of solution. A mole is the molecular mass of a substance in grams. To calculate the molecular mass, the atomic masses of all the atoms in the molecule need to be added together. For example, the sodium carbonate molecule consists of one atom each of sodium (Na), carbon (C), and oxygen (O). Their respective atomic weights are: Na 23,C 12 and O 16, so the molecular weight, is 23 + 23+ 12 + 16 + 16 + 16 = 106. Thus 106 grams of Na2CO3 equals one mole of Na2CO3, and a 1 molar solution of Na2CO3will contain 106 grams of Na2CO3chemical, per litre of water. Using all the safety measures required, make a ‘Standard Solution’ of sodium carbonate. It can be any strength you like (within reason!) but you must know the strength exactly. This part of the task will be assessed by the teacher. P2i You will now use your standard solution to calculate the strength of a sample of HCl (Hydrochloric Acid). Procedure†¦ 1. Rinse all equipment with distilled water 2. Using a pipette add 25 cm3 of Na2CO3 to a conical flask 3. Add 3 or 4 drops of phenolphthalein. The solution will turn pink. 4. Fill the burette with Hydrochloric acid. 5. Add acid to the alkali, note how much acid is needed to neutralise the sodium carbonate, the solution will turn clear (to the nearest 1cm3) 6. Repeat the experiment a further three times, this time being accurate to 0.1 cm3 7. Take the average of the acid needed (from the three experiments in the previous step). P2ii Calculate the strength of the acid using the following information†¦ Na2CO3 + HCl ïÆ'   NaHCO3 + NaCl At equilibrium: Moles of Na2CO3 = Moles of HCl (as they react in a 1:1 ratio) Molarity of HCl (moles per litre) x Volume of HCl (litres) = Molarity of Na2CO3 (moles per litre) x Volume of Na2CO3 (litres) Molarity of HCl (moles per litre) = Molarity of Na2CO3 (moles per litre) x Volume of Na2CO3 (litres or ml) Volume of HCl (litres or ml) P2iii M1i Task 3 – Further Calculations This task requires you to further understand and describe the molecular changes from the previous experiment. The experiment reacted Na2CO3 with HCl to make NaCl and H2O. 1. Explain what makes HCl an acid/ 2. Explain what makes Na2CO3 an alkali, when dissolved in water? The diagram of Sodium carbonate may help you to explain this 3. Why does the hydrogen (H) form a positive ion in a hydrochloric acid solution? 4. When acids and alkalis react they form a salt, explain why a salt (in this case NaCl) is a very stable compound? 5. Explain why Sodium is in group 1, period 3 and Chlorine is in group 7, period 3. M1ii Explain in detail how you prepared your base solution, including the calculations. D1i Task 4 – Titrations in Industry Standard solutions are used in the chemical industry to measure and check the strength of chemicals. One particular example is the conversion of WVO (waste vegetable oil) into biofuel for diesel engines. The pH of WVO needs to be altered so it is approximately 8.5, which is the same as normal diesel. Explain how the pH of WVO is measured in an industrial setting and why the pH must be accurately determined. The following websites may be useful: http://en.wikipedia.org/wiki/Titration http://alternativefuels.about.com/od/biodiesel/a/bdtitration.htm D1ii Edexcel Level 3 BTEC Nationals in Applied Science (Forensic Science)Name†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Unit 01 – Fundamentals of Science Assignment 01-01, Volumetric Analysis Unit 1 – Fundamentals of Science Assessment and grading criteria  To achieve a pass grade the evidence must show that the learner is able to: To achieve a merit grade the evidence must show that, in addition to the  pass criteria, the learner is able to: To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: P1 outline the key features of the periodic table, atomic structure and chemical bonding M1  relate the key features of the periodic table to the conclusions drawn from the practical activities D1  explain how standard solutions and titrations are prepared in industry P2  demonstrate practically the ability to prepare chemical solutions and test their accuracy Marking Grid: Task 1 – Chemical Bonding and the Periodic Table P1i Labelled diagram of atom Yes / No P1ii Key features of periodic table Yes / No P1iii Key features of chemical bonding Yes / No Feedback: Task 2 – Volumetric Analysis P2i Experiment conducted safely Yes / No P2ii Basic results from experiment obtained Yes / No P2iii/M1i Molarity of HCl calculated Yes / No Feedback: Task 3 – Further Calculations M1ii Questions answered about acids, bases and the periodic table Yes / No D1i Explained how standard solution was made, including calculations Yes / No Feedback: Task 4 – Titrations in Industry D1ii Describe the titration of WVO and the subsequent implications Yes / No Feedback: Criteria Awarded: P1 P2 M1 D1 Date: Student Response to Feedback:Date: †¦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‚¬ ¦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‚¬ ¦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‚¬ ¦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‚¬ ¦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‚¬ ¦. 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Decision Making Process for University Choice

Decision Making Process for University Choice In this research student behaviour has played an important role in defining their selection about their university and needs. Before coming to Australia they have to think about the reputation of the university. Sometimes they get some information from internet, agents, and educational portals etc. The buying decision process is the decision-making process used by consumers regarding market transactions before, during, and after the purchase of a good or service. It can be seen as a particular form of a cost-benefit analysis in the presence of multiple alternatives. Need Recognition Problem Awareness: At this stage, the buyer recognizes a problem or need or responds to a marketing stimulus. It occurs when a consumer discovers an unmet need that must be fulfilled. Kotler and Keller (2011) highlight the importance of understanding consumer buying behaviour and the ways how the customers choose their products and services can be extremely important for manufacturers as well as service providers as this provides them with competitive advantage over its competitors in several aspects. For example, they may use the knowledge obtained through studying the consumer buying behaviour to set their strategies towards offering the right products and services to the right audience of customers reflecting their needs and wants effectively. Information search: The information search stage is the next step that the customers may take after they have recognized the problem or need in order to find out what they feel is the best solution. This is the buyers effort at searching the internal and external business environments to identify and observe sources of information related to the focal buying decision. The field of information has come a long way in the last forty years, and has enabled easier and faster information discovery. Consumers can rely on print, visual, and/or voice media for getting information. A customer can obtain from several sources: Personal sources: Family, Friends, Neighbours, etc. Commercial Sources: Advertising; Salespeople; Retailers; Dealers; Packing; Point-of-sale Display. Public sources: Newspapers, Radio, Television, Consumer Organisations. Experiential sources: Handling, Examining, Using the product. Evaluation of Alternatives: An important determinant of the extent of evaluation is whether the customer feels involved in the product. By involvement, we mean the degree of perceived relevance and personal importance that accompanies the choice. Where a purchase is highly involving, the customer is likely to carry out extensive evaluation. High-involvement purchases include those involving high expenditure or personal risk for example buying a house, a car or making investments. Low involvement purchases (e.g. buying a soft drink, choosing some breakfast cereals in the supermarket) have very simple evaluation processes. The answer lies in the kind of information that the marketing team needs to provide customers in different buying situations. In high-involvement decisions, the marketer needs to provide a good deal of information about the positive consequences of buying. The sales force may need to stress the important attributes of the product, the advantages compared with the competition; and maybe even encourage trial or sampling of the product in the hope of securing the sale. Purchase: This is the fourth stage, where the purchase takes place. According to Kotler, Keller, Koshy and Jha (2009), the final purchase decision can be disrupted by two factors: negative feedback from other customers and the level of motivation to comply or accept the feedback. For example, after going through the above three stages, a customer chooses to buy a Nikon DSLR camera. However, because his good friend, who is also a photographer, gives him negative feedback, he will then be bound to change his preference. Secondly, the decision may be disrupted due to unanticipated situations such as a sudden job loss or the closing of a retail store. Post-Purchase Evaluation-Cognitive Dissonance: The final stage is the post-purchase evaluation of the decision. It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as cognitive dissonance. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time. To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision. To find information about our research, I have conducted two methods to collect information. Primary Data Secondary Data Primary Data: On 3rd February 2017, an instant survey was carried out among 15 English of Academic Purpose (EAP), three students were female and twelve students were male. The purpose of the survey was to discover the view of the students on a number of matters of personal concern. Secondary Data: To collect secondary data, I have relied on Internet, articles, and web sites. Secondary data basically supported our secondary data analysis. Since, our overall findings are totally resulted from our primary data, secondary data have hardly impact on it. The survey was conducted by means of a questionnaire given to the students to complete. There were four different types of category. The categories are- Needs, Information Search, Evaluation of alternatives/personal reasons, Post-Purchase Evaluation. Under these categories there were 39 questions. The first category covered Needs in these section students had showed their willingness to study in Australia. Maximum number of students have chosen Australia to obtain higher degree is very important, which is 13 students, and only 2 students choose it is important. The next question was gain international experience in their area of study; among 15 students 15 students said its vary important and important to get a degree from Australia which will help them to boost up their career. Around 60% students think that to gain residence ship and citizenship is very important and important. Rest of the 40% students believes that it is not important to get residence and citizenship. 15 students have come from different country to make their life style better because Australia standard of living is very high. Among these 15 students 11 students said it is very important to get better standard life style. On the other hand, maximum number of international students has come to earn sum of money. After completion of their main program, 100% students want to get better employment opportunity if they have to return their home country. Moreover, 12 out of 15 students said it is very important to develop English language skill in a foreign country. The next category is information search. In this section students have researched on universities before came to Australia from different source. Family and friends are the main source to get information about study in foreign country. Among 15 students most of the students said it is very important and important trustworthy source to get exact information about university and country selection process. Advertisements on the Internet and Education portal were the most popular information search; chosen by 9 and 8 students and they said it is important. Sometimes students relied on Agents and Education fairs to choose their universities and subjects to study in Australia. 6 and 8 out of 15 students said agents are very important and important to choose universities and subjects.   Around 50% of students think that Ex-students from IIBIT is important to get information about this university. On the other hand, 6 out of 15 students said that it is not important to get help from E x-students. On third category students have some personal reasons to choose this university. Initially, they were looking for the cost of program as well as scholarships. Approximately, 50% students said that it is very important to get scholarship and low cost for their program, and its important chosen by 50% students. This university gives opportunity to pay tuition fees in installment that is why student have chosen this university. To survive in Australia every student has to work in part-time job. Students think that if they study in IIBIT, they can pass the course easily and have part-time job opportunity. Sometimes the location of university is very important to study in Sydney. They can access to the central easily from anywhere in Sydney.   The quality of teacher and campus facility, such as library, classroom, canteen, and lab, is very important for a proper university. Maximum number of students said that these things are very important to get proper knowledge. On the forth category, EAP students have to analysis the post purchase evaluation. Cost of program is higher than expected, because when students came to IIBIT they did not get actual facilities from this university. Every semester, they have to pay huge amount of money to study in this university that is why they need flexibility to pay their tuition fees. 12 students out 15, to pay tuition fees are higher than expected and as expected. On the other hand, around 11 students said that as expected they can pass the course easily at IIBIT. After evaluation, number of 10 students said that the quality of teacher is higher than expected. Australia is one of the worlds most exciting countries. It has a good reputation in the world for its best quality education. The quality of Australia education is much better than that of other countries. Australia is one of the most popular destinations for international students among three English-speaking countries. USA and Canada is also better place to study. Students have to provide GMAT score to get admission in the best Universities is USA and Canada universities requirement is very higher than Australia. Many international students like to study in Australia for multicultural, good environment and exciting cities and so on. Australia considers its cultural diversity one of its greatest strengths. Australias standard of living is almost highest in the world. Living expenses is considerably lower in Australia. #Why students IIBIT with Fed-Uni and why not any other university? We have researched on four universities namely Federation University, Central Queensland University, Deaken University and University of Western Sydney. After analysing these universities, students have decided to study at Federation University, IIBIT Sydney. It has seven campuses. Students can chose any cosmopolitan cities. Fed-Uni offer their programs at IIBIT in Sydney and Adelaide. Federation University at IIBIT tuition fees is very low and affordable compared to other universities. The three-term semester in one-year option enables student to finish their degree earlier. IIBIT provides small class size and give individual attention to weak students. The various programs offered at IIBIT in partnership with the Federation University. One of the major decisions we have to do in life is deciding where we want to go for university. Not only will be attached to it for at least three years, but it could also change in our life altogether. While there are instances when we will need to transfer, it would be very costly to change universities, not to mention the tedious procedure that you will have to go through. We have three more important points to know in our life they are tuition fees, Price/scholarships and at last meeting requirements. Also, the English language requirement for entering university was easier at IIBIT as the entry requirement is IELTS 6.0 (overall band score) not 6.0 for each skill of Reading, Writing, Listening Speaking. This would save the students time and money to achieve a higher English level in the IELTS exam i.e. scores would have to be higher at 6.5; so many of the students undertake a direct entry package, that is, they undertake 10 weeks of student in an Academic English course. When questioned about the agent there were many students influenced by the information about scholarships offered by IIBIT through the agent. As IIBIT are offering Federation University the university price seemed very high; however, IIBIT agents offered scholarships which critically influenced the decision. Of 15 students 8 students took up the offer of scholarship. The largest scholarship was up to $9K and 10K for a Bachelor degree. Interestingly some students from the same countries did not know about the scholarship. Scholarships were also offered to Master degree students the savings were quite significant, and it was the most critical factor in deciding the choice of college and university. Also, in one case, the student accepted IIBIT then after submitting his paperwork he then was given an offer of a scholarship of significant value. Many students cited the fact that to gain a student visa that choosing a college with a university package was important, because, if the student applied only for a college they felt that they would not successfully receive a student visa; therefore, choosing a college with the university (as one campus not two different campuses and companies, there was less threat to be rejected for student visa. Another factor was the reputation of the institution and how the reputation affected gaining a student visa. One student cited the example of another college-university (Torrens University) as being new and not rating as a high level to guarantee a student visa, even it was cheaper, so the student chose a more secure choice of IIBIT. As marketing executive officers at IIBIT, we will provide many facilities to our prospective students who want to study at IIBIT. As we know that IIBIT is affiliated with Federation University, Australia. Students will get university equivalent certificate after completion of their Bachelor or Masters degree. If they study at IIBIT, they will pass the course easily. Even they can do part-time job regularly. On the other hand, studying at first level university, such as UTS, University of Sydney, Macquarie etc. They have to focus only on study to finish the degree. For example, few universities like CQ University, they do not teach students individually because most of the students come from different countries. Sometimes they do not understand the course framework. Another reason is that English proficiency, IELTS, PTE, is the main factor to get chance into university. Maximum numbers of university require IELTS 6.5 or 7 to get admission. Only few universities, such as IIBIT- Federat ion University, Australia, CQ University, CSU, require 6 in IELTS to get chance in Bachelor and Masters Program. Sometimes they offer English language course for lower IELTS or PTE score students. At IIBIT we have good quality of teacher who will teach you in small class size. As we can say that IIBIT is the only university will give you proper knowledge and guidance to get full-time job after completing on the main course.   Ã‚  

The Lives of Oprah Winfery and Malcolm X :: essays papers

The Lives of Oprah Winfery and Malcolm X The lives of Malcolm X and Oprah Winfery have some similarities's but mostly differences. The biggest similarities is that they are both very accomplished black American's. Malcolm X was a hustler, robber and a very messed up child. After going to jail he decided to turn his life around. In a few ways Oprah was the same way. She had struggled with her weight all of her life. Finally she decided to do something about it. When Malcolm was a child his family didn't have very much money. They lived in a run-down house with many brother's and sister's. To make matters worse, they were a black family. When he was about fifteen years old his father was run over by a cart. He was nearly cut in half! The police said it was an accident but, Malcolm and his family knew it wasn't. After his father died things went down hill. His mother was so upset by his death that she couldn't take care of her family. Malcolm started to hang out with the wrong people. He became a hustler, he would rob people for money and valuable things they owned. He also started to get into hard drugs during his teenage years. All of this led to him dropping out of school and his mom was put into a mental hospital. When he was seventeen years old he was arrested and put into jail. This was the start of his "new start". He started reading the dictionary! His speed increased incredibly. By reading the dictionary his vocabulary became much better so he started reading books. After serving 8-10 years in jail he got out and started to speak against racism. He was a very strong speaker, which many people, including some whites, listened to. He would always be talking about how the whites didn't treat them right and to fight against them. On February 21, 1965 Malcolm was speaking at a OAAU rally in Harlem and he was shot and killed. Oprah Winfery, a talk show producer and host, actress, and a very charitable person. She began her career in television when she was nineteen years old. She was the youngest and the first African-American woman to be a news anchor at Nashville's WTVF-TV. Nine years after her T.V. career took off she moved to Chicago to host a morning talk show, "A.M. Chicago" which became the number one rated talk show just a month after Oprah took over. In less than a year the show expanded into a hour long program and was renamed, "The Oprah Winfery

Anesthetics :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Every thing in life has a question, every question in life has an answer, and every answer in life has a reason. My question is, why be an anesthesiologist? Well why be anything, why be parents, why be young, why is the world getting more and more violent. Because we want to be, we have to be, and that's just where the world is taking us. I want to help people I want to make a difference in the way that people feel. I could very easily be a psychologist but it takes one to know one and I don't want to do that. Being a doctor I have the chance to help people of all ages and I won’t be compromising my physical and mental health.   Ã‚  Ã‚  Ã‚  Ã‚  Going into surgery knocked out by an anesthetic is like stepping on to an airplane, because you are temporarily putting your life into what you hope are trained professionals. Anesthesia has revolutionized the way we look at surgery. Hundreds of new, better and safer anesthetics have been introduced in the past 40 years. Just think of how it would be to be one of the doctors to bring one those new advances into the world. How many millions of people would you be helping?   Ã‚  Ã‚  Ã‚  Ã‚  Science is rapidly growing in the medical field every day their is a new discovery of a drug, or a procedure that works better than the old, so their for to be a part of the advancing age would be more gratifying than many other things that I can think of. An estimated 15 million people undergo anesthesia each year with only the rarest of complications. The most interesting thing about this miracle is that their is not a person on the face of this earth that can tell you what it is about the drugs we use that makes them do what they do. We don't even know how they work, or understand how they work. Yes this is a very scary thing but just think of the rewards and benefits that you could have if you could come with the answer to all those questions.   Ã‚  Ã‚  Ã‚  Ã‚  The fact is, is that we don't know any more now about anesthetics now than we did 150 years ago when we first started using them. Like many revolutions in medicine, anesthesia was first discovered by chance in the early 1900’s.

The Definitions of Multi-Cultural Education

The purpose of this research paper is to discuss the increasing need for multi-cultural education incorporation into the classroom. And to investigate the teaching techniques of elementary school teachers and adaptations that can and should be made in order to increase the knowledge level of diversity among the students in the classroom. There are many definitions of multi-cultural education. The one most used and most relevant, I believe to this topic and today†s educational society is: â€Å"An education free of inherited biases, with freedom to explore other perspectives and cultures, inspired by the goal of making children sensitive to the purity of the ways of life, different modes of analyzing experiences and ideas, and ways of looking at history found throughout the world.†(Gay, 25 May 1994) This definition is the most descriptive one found because it mentions the goal of sensitizing children to understanding diversity and the other children around them. Young children need to be exposed to the teachings about cultures other than their own. Many kids only know about their own cultures and it is imperative to their futures that they are educated about the other students around them. Children need to grow up in a world without having any prejudice towards others. From the day a child is born, they are raised into the cultures of their parents. A child is taught their native language and about their cultural beliefs. Different cultures eat different foods, have their own way of dressing and speaking, and possess many other distinct cultural aspects. Children grow up questioning and understanding many aspects of their background and many times aren†t subjected to other cultures. It is up to a child†s parents to be the first teachers of multi-cultural education. Many times parents are bias to their own culture and way of life. There is a lot of discrimination in the world and many parents teach their children to discriminate against others. Part of the job as a parent is to teach their children right from wrong and this includes learning about and accepting people for who they are, regardless of their color or race. â€Å"Studies by Glock and others have shown that the more children understand about stereotyping, the less negativism they will have toward other groups† (Ramsey, 1998, p.62). This is common sense to most educators and parents. The increase in diversity among the student population is one of the greatest challenges facing teachers in the 90s. Teachers have to not only teach their students about diversity and other cultures, but they also have to adapt their own views. Teachers can†t be bias to their own or other cultures. Teachers must treat every student equally. And most importantly, teachers may have to adapt their teaching styles and methods to adhere to the diversity among their students in the classroom. To adequately attend to cultural diversity in the classroom, teachers must look first at their own cultural background and understand how their biases affect their interactions with students. Then, teachers can examine the backgrounds and needs of the student population and understand their students' cultural biases as well. Many educators are bias to their own or other cultures and many are prejudice toward some cultures. This is a serious issue that teachers need to recognize and change before they can possibly begin teaching their students about diversity. If a teacher is bias, it will show in his or her teaching. Students may feel neglected or treated unequally. It may be difficult to treat every student equally, but it is important in order to maintain balance in the classroom. Teachers must recognize each student in the classroom as being just as capable as every other student is. Teachers cannot always call on the same students; they must give each and every student the benefit of the doubt. They must be aware of the variation and diversity in their classroom in order to adapt their teaching methods. Another important piece of knowledge that teachers should be aware of is recognizing the parents. Effective teachers engage parent involvement and demonstrate interest in and respect for the family†s culture when interacting with parents. Teachers should find out as much as they can from parents about each child†s experiences and family situations. This can help them to understand and meet the child†s needs. It is extremely important that teachers evaluate their teaching methods in order to incorporate multi-cultural learning into the classroom environment. Teachers need to be aware of the different ways that students learn and express themselves. Some students are better auditory learners, and some learn better with the use of visual aids. It is up to the teacher to notice these differences and adapt their teaching methods. There are so many ways to incorporate diversity into everyday lesson plans. Using children†s names from different cultures, in word problems for example, is a simple way. Literature is also an extremely easy way to teach students about diversity. Having the students read about different cultures in reading groups or even reading aloud to them helps greatly. There are also very many holidays throughout the school year that recognize different cultures. Connecting lessons with examples from the real world is a great way to incorporate diverse learning into class curriculum. Another important aspect regarding multi-cultural incorporation is making sure that students get to know one another. Group work is very effective. Heterogeneous grouping and grouping students with different ethnicities together is an excellent way for students to feel more comfortable around each other. Students will learn more about a person and understand that they may be different but are still just like them. â€Å"Research Findings that verify the conceptual claims about the effects of multicultural education are rather sparse. This relative lack of research is due largely to the nature and relative youth of the field. During the 25 or so years of multicultural education†s existence, most research and scholarship have been devoted to defining the conceptual parameters of the field, documenting cultural characteristics, and developing sample curricula and instructional strategies for classroom practice.†(Hanson, 1998, March).

“Comparing Male and Female Sports ” Eassy

ITCW 11/20/12 Essay from page381 #5 Essay on Male and Female sports teams I personally agree with what the author wrote about in his writing. If you take a look at how both men and women play sports, you will clearly see that not only are men more aggressive with the sports they play; but they also treat each other more aggressively than girls do. If a guy was to be playing football and dropped a pass chances are he will get a lot of grief from his teammates and they might harass him about it for weeks.While if a girl made a mistake playing her sport chances are the girls will try to help her get better. Instead of showing her tough love like their male counter parts would. For the guys I think they act how they act and show tough love and aggression to each other because they normally have to fight and act tough with each other to stand out. Look how guys socialize they normally are insulting and calling each other names.Playing of course but none the less they do it, I believe some forum of that has just carried on to the sports they play. Also guys tend to break into groups more so than their female counter part. Guys who are good at a sport will usually hang out and socialize with other athletes who stand out, leaving the ones who are not as good behind. For girls like I said in my previous paragraph, they normally can keep their cool and know how to talk to each other better during the heat of the moment unlike the guys.This is typically due to the fact that like I previously said the girls tend to help each other more then the guys do. While the guys are cirdasizing each other; the girls who are the stand out stars are helping the girls who are not as good as them. Which in the long run might make it so the girls get a better understanding of the meaning â€Å"Team Sports†? There are also other reasons one must remember when comparing male and female sports teams.For instance Guys normally have to act a certain way and out do his male counter parts when he is in the work field to stand out or even receive a promotion, While normally girls won’t have to act as cut throat as guys in the work field. Which could explain why girl sports teams show more â€Å"team sportsmanship†? All in all both male and female act a certain way when they play sports Now when it comes to how they act, that all just depends on how mature they are and how they are as a person.Me personally I think more so for guys, when they are in the middle of a football game or basketball and a teammate makes a critical mistake. They might over react or say something that might sound a bit harsh but one must remember they are â€Å"In the heat of battle†. So typically what is being said isn’t always how they truly feel about each other. I also believe that girls have more pations then guys do and are more willing to help someone who isn’t as good as them. So that is why girl teams help each other more and show more team sportsman ship.

Sqc – Statistical Quality Control

Statistical quality control (SQC) The application of statistical techniques to measure and evaluate the quality of a product, service, or process. Two basic categories: I. Statistical process control (SPC): – the application of statistical techniques to determine whether a process is functioning as desired II. Acceptance Sampling: – the application of statistical techniques to determine whether a population of items should be accepted or rejected based on inspection of a sample of those items. Quality Measurement: Attributes vs Variables Attributes:Characteristics that are measured as either â€Å"acceptable† or â€Å"not acceptable†, thus have only discrete, binary, or integer values. Variables: Characteristics that are measured on a continuous scale. Statistical Process Control (SPC) Methods Statistical process control (SPC) monitors specified quality characteristics of a product or service so as: To detect whether the process has changed in a way that w ill affect product quality and To measure the current quality of products or services. Control is maintained through the use of control charts. The charts have upper and lower ontrol limits and the process is in control if sample measurements are between the limits. Control Charts for Attributes P Charts – measures proportion defective. C Charts – measures the number of defects/unit. Control Charts for Variables X bar and R charts are used together – control a process by ensuring that the sample average and range remain within limits for both. Basic Procedure 1. An upper control limit (UCL) and a lower control limit (LCL) are set for the process. 2. A random sample of the product or service is taken, and the specified quality characteristic is measured. . If the average of the sample of the quality characteristic is higher than the upper control limit or lower than the lower control limit, the process is considered to be â€Å"out of control†. CONTROL CHA RTS FOR ATTRIBUTES p-Charts for Proportion Defective p-chart: a statistical control chart that plots movement in the sample proportion defective (p) over time Procedure: 1. take a random sample and inspect each item 2. determine the sample proportion defective by dividing the number of defective items by the sample size 3. lot the sample proportion defective on the control chart and compare with UCL and LCL to determine if process is out of control The underlying statistical sampling distribution is the binomial distribution, but can be approximated by the normal distribution with: mean = u = np (Note – add the bars above the means used in all the equations in this section) standard deviation of p: sigmap = square root of (p(1 -p ) / n) where p = historical population proportion defective and n = sample size Control Limits: UCL = u + z sigmap LCL = u – z sigma p is the number of standard deviations from the mean. It is set based how certain you wish to be that when a l imit is exceeded it is due to a change in the process proportion defective rather than due to sample variability. For example: If z = 1 if p has not changed you will still exceed the limits in 32% of the samples (68% confident that mean has changed if the limits are exceeded. z = 2 – limits will be exceeded in 4. 5 (95. 5 % confidence that mean has changed) z = 3 – limits will be exceeded in . 03 (99. % confidence) c-Charts for Number of Defects Per Unit c-chart: a statistical control chart that plots movement in the number of defects per unit. Procedure: 1. randomly select one item and count the number of defects in that item 2. plot the number of defects on a control chart 3. compare with UCL and LCL to determine if process is out of control The underlying sampling distribution is the Poisson distribution, but can be approximated by the normal distribution with: mean = c standard deviation = square root of c here c is the historical average number of defects/unit Con trol Limits: UCL = c + z c LCL = c – z c Control Charts for Variables Two charts are used together: R-chart (â€Å"range chart†) and X barchart (â€Å"average chart†) Both the process variability (measured by the R-chart) and the process average (measured by the X bar chart) must be in control before the process can be said to be in control. Process variability must be in control before the X bar chart can be developed because a measure of process variability is required to determine the -chart control limits.R-Chart for Process Variability: UCLR = D4(R) LCLR = D3(R) where is the average of past R values, and D3 and D4 are constants based on the sample size -Chart for Process Average: UCLR = X bar + A2(R) LCL = X bar – A2(R) where X bar is the average of several past values, and A2 is a constant based on the sample size Other Types of Attribute-Sampling Plans Double-Sampling Plan: Specifies two sample sizes (n1 and n2) and two acceptance levels (c1 and c2 ) 1. f the first sample passes (actual defects c1), the lot is accepted 2. if the first sample fails and actual defects > c2, the lot is rejected 3. if first sample fails but c1 < actual defects c2, the second sample is taken and judged on the combined number of defectives found. Sequential-Sampling Plan: Each time an item is inspected, a decision is made whether to accept the lot, reject it, or continue sampling. Acceptance Sampling Goal: To accept or reject a batch of items.Frequently used to test incoming materials from suppliers or other parts of the organization prior to entry into the production process. Used to determine whether to accept or reject a batch of products. Measures number of defects in a sample. Based on the number of defects in the sample the batch is either accepted or rejected. An acceptance level c is specified. If the number of defects in the sample is c the atch is accepted, otherwise it is rejected and subjected to 100% inspection. Sqc – Statistical Quality Control Statistical quality control (SQC) The application of statistical techniques to measure and evaluate the quality of a product, service, or process. Two basic categories: I. Statistical process control (SPC): – the application of statistical techniques to determine whether a process is functioning as desired II. Acceptance Sampling: – the application of statistical techniques to determine whether a population of items should be accepted or rejected based on inspection of a sample of those items. Quality Measurement: Attributes vs Variables Attributes:Characteristics that are measured as either â€Å"acceptable† or â€Å"not acceptable†, thus have only discrete, binary, or integer values. Variables: Characteristics that are measured on a continuous scale. Statistical Process Control (SPC) Methods Statistical process control (SPC) monitors specified quality characteristics of a product or service so as: To detect whether the process has changed in a way that w ill affect product quality and To measure the current quality of products or services. Control is maintained through the use of control charts. The charts have upper and lower ontrol limits and the process is in control if sample measurements are between the limits. Control Charts for Attributes P Charts – measures proportion defective. C Charts – measures the number of defects/unit. Control Charts for Variables X bar and R charts are used together – control a process by ensuring that the sample average and range remain within limits for both. Basic Procedure 1. An upper control limit (UCL) and a lower control limit (LCL) are set for the process. 2. A random sample of the product or service is taken, and the specified quality characteristic is measured. . If the average of the sample of the quality characteristic is higher than the upper control limit or lower than the lower control limit, the process is considered to be â€Å"out of control†. CONTROL CHA RTS FOR ATTRIBUTES p-Charts for Proportion Defective p-chart: a statistical control chart that plots movement in the sample proportion defective (p) over time Procedure: 1. take a random sample and inspect each item 2. determine the sample proportion defective by dividing the number of defective items by the sample size 3. lot the sample proportion defective on the control chart and compare with UCL and LCL to determine if process is out of control The underlying statistical sampling distribution is the binomial distribution, but can be approximated by the normal distribution with: mean = u = np (Note – add the bars above the means used in all the equations in this section) standard deviation of p: sigmap = square root of (p(1 -p ) / n) where p = historical population proportion defective and n = sample size Control Limits: UCL = u + z sigmap LCL = u – z sigma p is the number of standard deviations from the mean. It is set based how certain you wish to be that when a l imit is exceeded it is due to a change in the process proportion defective rather than due to sample variability. For example: If z = 1 if p has not changed you will still exceed the limits in 32% of the samples (68% confident that mean has changed if the limits are exceeded. z = 2 – limits will be exceeded in 4. 5 (95. 5 % confidence that mean has changed) z = 3 – limits will be exceeded in . 03 (99. % confidence) c-Charts for Number of Defects Per Unit c-chart: a statistical control chart that plots movement in the number of defects per unit. Procedure: 1. randomly select one item and count the number of defects in that item 2. plot the number of defects on a control chart 3. compare with UCL and LCL to determine if process is out of control The underlying sampling distribution is the Poisson distribution, but can be approximated by the normal distribution with: mean = c standard deviation = square root of c here c is the historical average number of defects/unit Con trol Limits: UCL = c + z c LCL = c – z c Control Charts for Variables Two charts are used together: R-chart (â€Å"range chart†) and X barchart (â€Å"average chart†) Both the process variability (measured by the R-chart) and the process average (measured by the X bar chart) must be in control before the process can be said to be in control. Process variability must be in control before the X bar chart can be developed because a measure of process variability is required to determine the -chart control limits.R-Chart for Process Variability: UCLR = D4(R) LCLR = D3(R) where is the average of past R values, and D3 and D4 are constants based on the sample size -Chart for Process Average: UCLR = X bar + A2(R) LCL = X bar – A2(R) where X bar is the average of several past values, and A2 is a constant based on the sample size Other Types of Attribute-Sampling Plans Double-Sampling Plan: Specifies two sample sizes (n1 and n2) and two acceptance levels (c1 and c2 ) 1. f the first sample passes (actual defects c1), the lot is accepted 2. if the first sample fails and actual defects > c2, the lot is rejected 3. if first sample fails but c1 < actual defects c2, the second sample is taken and judged on the combined number of defectives found. Sequential-Sampling Plan: Each time an item is inspected, a decision is made whether to accept the lot, reject it, or continue sampling. Acceptance Sampling Goal: To accept or reject a batch of items.Frequently used to test incoming materials from suppliers or other parts of the organization prior to entry into the production process. Used to determine whether to accept or reject a batch of products. Measures number of defects in a sample. Based on the number of defects in the sample the batch is either accepted or rejected. An acceptance level c is specified. If the number of defects in the sample is c the atch is accepted, otherwise it is rejected and subjected to 100% inspection.

Lucy vs. Zehmer

Case Brief:W. O. LUCY AND J. C. LUCY v. A. H. ZEHMER AND IDA S. ZEHMERFacts of the Case:After several drinks, Zehmer (D) wrote and signed a contract in which he agreed to sell his farm to Lucy (P) for $50,000. Zehmer insisted that he had been intoxicated and thought the matter was a joke, not realizing that Lucy had been serious. Zehmer was trying to get Lucy to admit to not having $50,000. Lucy claimed that he was not intoxicated and believed that Zehmer was also sober. Lucy brought suit for specific performance when Zehmer refused to complete the transaction.The trial court ruled for Zehmer holding that Lucy had not established a right to specific performance. On appeal the Supreme Court of Virginia found that Zehmer was sober enough to know what he was doing and that his words and actions warranted a reasonable belief that a contract was intended. Question: In determining whether a party has made a valid offer, how does the court determine whether the party had the intent to contr act? Holding: The Supreme Court of Virginia reversed the decision of the Circuit Court of Dinwiddie County, Virginia and stated Zehmer had signed a binding contract.Reasoning:The parties of a contract do not have to mentally agree to the deal. If their words or actions have the reasonable meaning of a serious business transaction, undisclosed intentions are immaterial and do not render the contract unenforceable. A contract must have a good faith offer and a good faith acceptance with terms of consideration known by each party. The court ruled that just because Zehmer had not mentally agreed to the deal, his conduct indicated to Lucy in a reasonable manner that the transaction was not a joke, and Lucy had no knowledge of Zehmer’s mental assessment.

Neuromarketing: Debunking the Myths

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‚¬ ¦.. 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: Deb unking 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 monitor 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 fr ontal 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 al 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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