Letter from a slaveholder Term Paper Example | Topics and Well Written Essays - 1000 words

Letter from a slaveholder - Term Paper Example I have since made it my business to keep abreast of events and have in fact subscribed to a Boston abolitionist newspaper, The Liberator, a fact you may frown upon but which I consider essential, if we are not to be overtaken by events. In May, they pointed to the imminent publication of a narrative by a certain Douglas, to which I paid scant attention. Three weeks ago, however, when I went to the club (yes, I know, you will frown on this too), the name was on everyone’s lips. Lundy3 was there with his crowd, gleefully claiming that this was a major blow to slavery and Baltimore would soon be slavery-free. We had to hold Thompson off, who was so enraged that he threatened Lundy – quite ugly. He claimed that it was all a pack of lies, that this ‘Douglas’ was known to him, that he had been a slave with the Auld’s for the better part of 15 years and not one single statement was true, other than that he was a slave. If this wasn’t enough, Thompson got into an argument with Donaldson, who claimed that Douglass wasn’t a slave at all. Thompson took this as being called a liar and the fight was on for young and old. As you might imagine, I requested the book immediately and I have now read it. Well, what can I say – I am deeply shocked and far more worried than I have been so far (if that is possible). We need to talk about this, find some solutions – we cannot let things go any longer. This is getting to a point where every self-respecting Christian and concerned plantation owner has to take action. But, I am rambling; let me tell you what the book says. Douglass claims to have been born into slavery and separated from his mother at an early age. He is a half-caste and people thought (he said) that his then owner was his father (1). He describes various incidents of punishment of slaves (incredibly brutal) and also draws a disturbing picture of slave life. At 6, he is moved to Baltimore to Aaron Auld, where Lucretia (Auld’s daughter) teaches him to read the Bible (2). Aaron soon puts a stop to it, claiming that a ‘slave who can read is no longer fit to be a slave’. Apparently the boy overhears that and this is when he decides not to be a slave when he grows up, now teaching himself to read and write (3). Aaron dies. Thomas inherits the boy ‘as part of the livestock’ (4) and keeps him at St. Michaels. After that the boy is moved back and forth between Thomas and Hugh Auld but ends up back at St. Michaels, where Thomas apparently nearly starves him to death, eventually using him as field hand (where he gets savagely beaten at regular intervals but at least fed). After beating the foreman in a fight, he is sent to another place and there teaches other slaves to read and write. He eventually escapes. That’s the story and if what he says is correct, there is nothing of Hammond’s ‘natural and common good’ in such misery (Hammond 19 36). I have put notes in some places, about which I want to talk later. Right now, I want to go back to what happened at the club three weeks ago. You weren’t there, so you can have no idea of the scenes in that place. The air of violence and the anger was so thick; you could have cut it with a knife. People, who have known each other all their lives, and who are good people normally, were attacking each other in the most unprecedented way. This was not a good-natured argument that got a little out of hand. No, this was all-out war. If this is a sign of things

Effect of Branding on the Consumer

Effect of Branding on the Consumer Branding: How It Inspires People To Purchase A Particular Brand Abstract This research is done with the suitable research methods to describe how the people attempt to match their characteristics with a particular brand. A firm or company’s primary target is to make and preserve customers. They use various plans which include several research methods in order to discover the best way to make profits. For the companies, the saying, consumer is god, is crucial for a successful their business. Observing the customer’s purchasing behaviour is the initial step in the direction of successful understanding of customers. Branding is a crucial marketing strategy which inspires customer’s viewpoint and purchasing behaviour every time. Understanding customer buying behaviours will give marketers a close look into how significance for the marketers is to know the basic association the consumer has with the brand. So, for this reason, the research splits these issues into number of dimensions to consider that there is any connection between consum er purchasing behaviour. In other words, it permits one to see if branding can actually inspire consumer purchasing process. The research concentrates on the individual purchasing behaviour and branding associations. The sample is collected from the United Kingdom to overlook the culture impact and moreover to get rid of racial, religion and geographic issue for suitable sampling. The importance of this research is to explain how branding have an effect on different buyers behaviours build upon four kinds of complicated purchasing behaviour, conflict-reducing purchasing behaviour, habitual purchasing behaviour, and variety-seeking purchasing behaviour that are further talked about in this paper. By assessing commodity products, investigation of different approaches from these different consumer purchasing behaviour groups towards brand effects is done. The findings showed in the end reveals a strong positive association that can guide companies to concentrate more on strategies of branding according to the customers purchasing attitude towards branding. Introduction Today, in this fast moving environment, marketing depends upon the consumer’s behaviour and response to the product, price, promotion, place, physical layout, process and people (Gronroos, 1997; Kotler and et al., 1999; Egan, 2002) because today marketing is more consumers oriented than never before and due to the increasing value of service sector. For the development and survival of a firm, it requires exact facts about customers like their approach of buying, what they purchase, from which place they purchase and most essentially quantity they buy. Marketing has accepted the behavioural sciences basically sociology and social psychology to study and understand the process of consumer behaviour and decision making. While doing this, marketers are able to get explanations and forecasts build on these disciplines to figure their market offerings. To the extent that marketers are investigating the consumers psychological background in order to their establish factors that affect consumer choice in terms of cognition, perception, learning and attitude – all of which affect his buyer behaviour. A current day market trend has been the increasing similarity of products with little real functional difference between competing products. This is primarily due to intensive competitive rivalry and the existence of efficient production, transport, communication and financial systems. Under such circumstances technological innovations are quite quickly imitated by competitors and can no longer offer previous levels of sustainable competitive advantage and product differentiation (Levitt, 1983; Gronroos, 1997; Kotler, 2000). Therefore a significant feature of contemporary marketing research and practice concerns the emergence of brands as key organisational assets and a major issue in product strategy (Kotler, 2000). Firms have pla ced a heavy emphasis on adding symbolic values associated with brand names as the basis for product differentiation. The winner will eventually be the one whose strategy entails a mix conducive to the customers purchase behaviour, while doing so more effectively than its competitors. Objective Of The Study The primary goal of this research is to display branding value, functions and most important thing, its part in the consumer buying decision. This research examines the process and attributes that direct towards the customers’ evaluation of brands. This research will concentrate on the assessment of questionnaires filled by the public. Other objectives are like explanation of how the present customers attempts to match the individual identity with the identity that they relate to the brand, to prove that is there any correlation between individual purchasing behaviour and branding, and to evaluate how branding have an effect on different purchaser behaviours. Literature Review This study provides a foundation for the value and uses of branding as a vital marketing activity having an important impact on the consumer purchase decision. This research relates to a basic theory which has yet to be verified which says that as the difference among similar available products in the market is reducing, the chances that customers will buy through extrinsic signals, i.e. brand name associations is rising (Murphy, 1992). So, as customers’ ability to distinguish same kind of product declines, it is likely that the awareness of familiarity of a particular brand will push them to buy their particular choice of brand. Branding Let us define a ‘product’ before defining a brand, according to Baker (2000) a product is like anything that meets the needs of consumers. He says that it is the ability of the product to meet these needs that gives it value. The needs or problems can be psychological, economic or functional. In a competitive environment there are several companies offering opponent products that meet the customer’s needs. It is important to consider the fact that the brand can also allow companies to overcome the need to compete at a functional level, and can be used to help a company to compete on any level it is by applying its main capabilities (Hamel and Prahalad, 1994). It is the brand that distinguishes and identifies their offerings (Levitt, 1983). Like, most valuable possession is its brand name. They may be referred to as invisible assets of a lot of corporations around the world. Branding at present is increasingly concerned with bringing together and maintaining a mix of values, both tangible as well as intangible, which are relevant to the consumers and which properly differentiate one’s brand from that of another (Muehling and Laczniak, 1991; Hankinson and Cowking, 1993; Kapferer, 1995; Kotler et al., 1999). There are many tools other then the brand name to distinguish products and invest them with personality. Leading among them are advertising, promotion and packaging, other ways to differentiate from the competition may be product formulation, delivery systems, sizes, colour, smell, shape and so on. On the other hand, all these elements are put together with an appropriate and protected name with which the primary attributes of the product or service ultimately reside give the product its brand identity. This combination of messages within the structure of a brand name is a foundation to the development of brand personality (Graham, 2001; Holt, 2002). From the consumers point of view, brand names are as important as the product itsel f in the sense they make purchasing process easier, guarantee quality and at times form as a basis of self-expression. As said by Kotler (1997), any company can produce cold drinks, but only Pepsi Co. can produce 7UP. Talking about branding purpose and benefits, branding facilitates and makes the customers selection process more effective, people are loaded with lots of decisions in their day to day lives, and they are flooded with limitless products and messages contesting for attention. People look for shortcuts to make the decisions easier, a shorter way is to depend on habit, this shows of purchasing products that have shown good results in the past. This is in particular a case of less involvement purchases. This is further shown by a model of habitual buying behaviour (Assael, 1993), stating that reasonable past consumption behaviour leads to benefit association, which is a idea means the tendency of the consumer to relate the positive rewards to a particular brand, this relation between positive rewards towards a certain brand restricts the customers need for looking information and strengthen the likelihood that the identification of a need will lead the customer to straight buy a particul ar brand. And from the retailer’s point of view, branding can help differentiation. According to (Adcock. et al., 1998), differentiation is an action of modelling a set of meaningful differences to differentiate the companys offering from the opponent’s offerings. Competition with fast pace can follow development in technology and product formulation. An opponent will quickly able to make a replica, example, a cigarette brand, though they will not be able to copy the personality that use the brand name, like Marlboro. Porter (1980) says that differentiation is a source of competitive advantage. Using a differential advantage companies are in a position to distinguish their offer from competitors in the same segment. According to Porter (1980), the main need for gaining a competitive advantage is by creating such differentiation. Differentiation, in this case, refers to a company’s ability to be exclusive in its product sold and service offered. This individuality must be of a value to the consumer and can thus be sold at a premium over its competitor’s price. The more valuable this exclusivity is, the higher the differentiation, leading to the higher premium. Differentiation however comes with a cost, so for differentiation to have a competitive advantage, the cost of differentiating must be significantly lower than the premium earned. Therefore, in the perfect market with perfect competition, this premium allows the company to make a higher profit margin than its competitors. In a market segment with no differential advantage held by anyone, consumers might opt purely on the basis of price, and perfect competition which confirms that profits are pushed to zero (Porter, 1980; Foxall and Goldsmith, 1994; Baker, 2000). The differential advantage above can be gained by obtaining any element of the marketing mix. But studies have shown that the best possible plan is to focus on brand differentiation, rather than cost and price as a way of building profitability and growth (East, 1997; Diaz de Rada, 1998; Fankel, 2002). The Significance of Brand Loyalty According to (Meenaghan, 1995; Quester and Smart, 1998), branding can be related to the increasing value of brand loyalty. Loyalty can be termed as a total commitment towards a particular brand. Building loyalty depends on satisfying the needs of the consumers better than other opponents (Oliver, 1999) and the stage of loyalty that can be reached depends on the aimed consumers. According to (Quester and Smart, 1998), people all over the globe develop irrational connection with different products. Though (Levitt, 1983), came with the structure to understand how booming brands are made and claimed that consumers are not irrational to select them. The core of all brands consists of key product attributes, which allow the consumers to distinguish the product, as an answer to their needs; the attributes describe the products performance and usefulness. Adjoining this main product there is a group of attributes that enable the consumer to distinguish the product from other products of different brands. These characteristics take the shape of the products appearance, design, packaging, and identification. If these attributes would not been there, the only differentiation would be based on its reasonable pricing. According to Doyle, the brand name permits for a sustainable differential advantage. In the end, it is the external shell of the product that has been described by Doyle as, whatever thing that possibly can be done to create customer inclination and loyalty (cited Baker, 2000). According to (Alreck and Settle, 1999,) marketer’s basic aim is to make good relationship with buyers, rather just selling. The core of a relationship is a powerful bond between the brand and the buyer. If successful there will be present a loyalty that keeps out the opponents. A strong brand name should have a consumer franchise that will develop when enough number of customers wants that brand and reject other alternatives, still if the price is less. A brand with a powerful consumer franchise is protected from competitors (Kotler and Cox, 1980; Cheratony, 1993; Cowley, 1996). The brand loyal customers, whether they purchase same brand every time which can be an act of trust, habit or outcome of less participation and product availability, the clear assumption is that they push high profits for the company. Thakor and Kohli (1996) says that it costs six times more to succeed over new buyers then to hold present ones, because of the fact that it results in more expenditure li nked to adverts, promotions and sales. So loyal consumers make brand equity the main asset underlying brand equity is buyers’ equity (Machleit, 1993; Kotler, 1999). It is vital to make loyalty and settled base of customers who are fixed and loyal purchasers of a brand, which negates change and churn from the company’s’ products. For every business it is costly to increase new customers and cheaper to keep present one. Therefore, a settled customer base has the customer acquisition investment mainly in its past (Gwinner and Eaton, 1999). Contemporary marketing recommends obtaining data about customers as much as possible, anywhere it is to widen the understanding of customer wants, standard of living, attitude and purchasing behaviour (Chisnall, 1995; Davis et al., 1996; Dun, 1997; Chevron, 1998). This allows a company to modify the brand offering, to shift from the usual to an unexpected level of service actually delighting the customer, make sure the future loyalty and commitment. Generally, a brand’s value to a company is mainly created by the customer loyalty it controls (Aaker, 1996). Brand Equity Brands might differ in terms of the amount of dominance they have in the market. Many brands are unfamiliar whereas others have great consumer awareness, and moreover some brands have a great amount of consumer brand inclination. A strong brand can be said to have great brand equity. This can be explained as a brand which enjoys great brand loyalty, awareness, powerful brand associations, perceive quality and other benefits like trademarks, exclusive rights and channel relationships (Chay, 1991). The idea behind brand equity relates to the importance of a brand, value to the marketer as well as the buyer. With the marketers’ viewpoint, brand equity is a big market share therefore better cash flows and profit. From the consumer viewpoint, brand equity relates to a powerful positive brand attitude through a promising assessment of the brand, which is build upon consistent meanings and values that are simply accessible in the buyers’ memory (Lewis, 1993; Keller, 1998). With substantial effort has been put in measuring and defining the concept of brand equity there has been limited empirical research aimed at understanding the importance of the brand name associations in product differentiation (Aaker, 1991). One of the main objectives of Marketing is to get the products offered in a particular category to be distinct. Muehling, Stoltman and Mishra (1989), have found consumers to be less brand loyal, more price sensitive and less receptive to marketplace information in the absence of perceived differences between the alternatives. Brand Image Marketers understand that brands summon up symbolic pictures which are more significant to success of a product than its real natural characteristics (Meenaghan, 1995; Feltham, 1998). For products which are recognized with a brand, Davis (1995) has performed a research by splitting the customer assessment in two factors. Assessment which is linked to product characteristics (tangible) and assessment linked to the brand name (intangible). The consumers power to assess the performance abilities of the product and view about its value for money, usage effectiveness, reliability and availability develops the inherent advantage of the product, matching to product’s characteristics. The external benefits are at the emotional stage where, the symbolic assessment of the brand is taken into account. Here consumers make use of their personal reasons normally matching the brand name related attributes. With the growing variety of standardized products, consumers give more importance to t he image of products to make the assessment of different options easier. Meenaghan (1995) tells that consumers display an inclination towards symbolic rather than purely functional features of products. Therefore, they usually ask for social reliability and loyalty from firms and, in general, symbolic associations have their origin mostly in brand name perception instead of product perception (Meenaghan, 1995). Marketers have tried to employ behavioural theories to clarify and recognize useful relations involving consumer’s personality and their buying behaviour. Kamakura and Russell (1993) have spotted such theory stating that individuals have a definite self-image build on who they believe they are ideal self-concept build on who they believe they would like to be. Howard and Sheth (1969) have explained self-image as an individual thoughts and feelings about their own selves in relation to other objects in a socially determined frame of reference. By self-concept or self-image model, individuals will perform in a way that sustain and improve thei r self-image. One way is through the products they buy and use. The Effect of Branding on Consumer Purchase Behaviour The function of brand values is highlighted in the literature above, and in particular the significance of the brand to get distinctive benefit has been documented in depth. The reason behind the study to understand the consumer purchasing behaviour in light of the literature discussed so far. In order to do this consumer decision-making models will be organized. The hypothesis will be assumed as the derivation of the tests that will be conducted in the primary research. Marketing and ecological stimuli penetrate the buyer’s perception, the definition of consumer buying behaviour can be comprehended as buyer’s purchasing decision process. Four types of consumer buying behaviours, based on the degree of buyer contribution and the degree of differences among brands (Kotler, 2000). These four types are complex buying behaviour, habitual buying behaviour, variety-seeking buying behaviour, and dissonance-reducing buying behaviour. In complex buying behaviour the consumer is aware of the brands and gets too involved in the buying by analysing the product thoroughly. The customer is highly involved in buying the product in dissonance-reducing behaviour but doesn’t get too involved in the brands. Some buying situations are characterised by low involvement but significant brand differences. Consumer’s often do a lot of brand switching for variety-seekers. They are only according to the information in advertisement and television. The buying process begins with brand beliefs in habitual buying behaviour. The brand plays most important role in consumers’ purchase decision to purchase a particular product from another. Various attributes that merge to make the consumer behaviour in particular fashion during his purchase decision but also inducing any pre-purchase and post purchase activities. As (Engle et al., 1995) has defined consumer behaviour as consisting all those acts of individuals which are directly involved in obtaining, using and disposing of economic goods and services, including the decision process that precede and determine these acts. It is important factor to consider that influence the consumers’ buyer behaviour and study wishes to incorporate the Howard-sheth model of decision making. The theory of the model is that buyer behaviour is in general component firm by how consumer thinks and develops in order. (Howard and Sheth, 1969). It supports the fact that cognitive decision making which eventually determine the choice of brand and purchasing decision. The brand impact motivate the buyer and changes the behaviour , perception, learning and attitude are examined in terms of how each is affected by this impact on branding. Perception Here brand perception is based on individual personal experience of their own beliefs, needs and values. People receive and understand the sensory from their five senses they are sight, hearing, smell, touch and taste) in their own ways. Engel at el have defined perception as â€Å" the process whereby stimuli are received and interpreted by the individual and translated into a response† (Foxall, 1980,p.29). Primarily the social and psychological meaning of a product gets conveyed by two factors which determine the idea of stimuli, also known as stimulus discrimination and stimulus generalisation. Stimulus discrimination the question that hits in mind is whether the consumer can actually discriminate between differences in stimuli. Consumers become conscious of brands through packages, advertisements, promotions, and word of mouth they may be involved at some point in decision making process. Once customers became aware of brands through learning their purchase decision are then guided by their perceptions of their brands formed from the information they get about the brands characteristics (Foxall and Goldsmith, 1994). The marketers will first provide the similar brands and provide same information about the product and they position better way and discriminate between characteristics of the brands. The marketing information which will discriminate based on the brand name information provided with and it will be derived from brand name or the perception of the brand. It has been concluded (kotler et al, 1999) that consumers depend on reputation of the brand name to believe t he quality of the product. Brand name is someone who creates the image and some cases provide perception of the quality in a product and that shows the involvement of low level buyers. The main part of brand impact where the customer experiences the service they provide and class they maintain it guide through the purchasing behaviour. Chernatony (1993) explained four factors that attract them to change a particular brand and to understand their provided framework of their successful brands . 1. Quality is the pre-eminent factor that through time can lead buyers to learn to trust a brand which leads to priority position in the evoked set and repeat purchasing activity. 2. Build superior service can not only endorse product quality, but also prove post purchase problem solving. For instance, digital camera consumers would select an international brand for its global service and technological support. 3. The most common means of building an outstanding brand is being the first into the mind consumer. It is much easier to build a strong brand in the consumer’s mind than in the market, characterised by the intense level of competition. 4. In building brands the principle is to invest in markets which are highly differential or where such differentiation can be created. Mostly, the differentiation is why the brand is different from others. Brand provides consumer with lower search costs for products internally and externally. Brand reduces the risk in product decisions and Keller (1998) identifies six types of risk in consumers view. 1. Functional risk- product expectations 2.physical risk- friendly user or not 3. Financial risk- product should fit in the budget and it should be worth 4. Psychological risk- the product affects the mental well-being of the user 6. Time risk- failure of the product leads to find the other product. Brands have a personally of their own which consumers want to associate with, would like to reflect their own behaviour or aspirations and want to have an experience with. A brand, therefore, adds value to a functional product providing it offers clear differentiation in the market in which it competes. â€Å"Branding is short, transforms the actual experience of using the product and thereby adds to its value (Chevron, 1998). Learning So far it has been highlighted how extrinsic cues of a product namely the brand name can affect the consumers perception. Learning refers to any change in behaviour that comes about as a result from past experience. Dodds (1991) refers to learning as changes in a consumer’s behaviour caused by information and experience. Consumers store information in their memory in the form of associations, which links the brand name of a product with a variety of other attributes of the brand, like its price, packaging, colour, size and benefits as well as how the consumer feels about it in terms of its quality and emotions it evokes. These associations are the ones that form the information base from where the consumer makes his ultimately decisions (Foxall and Goldsmith, 1994). Most of this information consumers have stored in their memory comes from the process of learning that is what they think, feel or know about brands. Conoway (1994), claims that the subjective personal meanings of psycho-social consequences are represented by consumers’ cognitive systems. Since these consequences are experienced by consumers they are likely to trigger responses such as emotions, feelings and evaluations. Learning will be examined as a result of the marketing efforts, in terms of how information from the external communication environment is registered with the consumers long term memory from where it is extracted and used during his purchasing decision and also examine the way learning takes place in the form of changes in the consumers behaviour as a result of experience. At its simplest form learning occurs when consumers are repeatedly exposed to information such as brand names, slogans and jingles. Through this forms of learning consumers may form a weakly held belief that a particular brand is desirable due to an advertisement where the spokesperson repeats this claim over and over again. On the other hand, learning vicariously occurs when a consumer imitates the behaviours of others. Bandure (1977) stated that vicarious learning describes the way in which a consumer learns pattern of behaviour by watching other behave and applying the same lessons to his/her life. Brand images are created through advertisements, marketers use celebrities and famous sportsmen for this purpose, as it are the case with major retailing brands of Sainsburys and ASDA or Nike and Puma. Advertisements conjure upon a image for the brand through the use of models living a certain lifestyle that might be in tune with the consumers aspirations this will allow for favourable information about the brand to be processes by the consumers learning process. For marketers the learning theory is one of significance and of practical importance, as it allows them to build up demand for their brands by associating them to strong drives, motivation cues and thereby enabling positive reinforcements. Attitude A person’s overall evaluation of a concept may be defined as his or her attitude (Carpernter and Nakamopto, 1989). Consumers’ attitudes towards brands are reflected by their tendency to evaluate brands in a consistently favourable or unfavourable fashion. While behaviour and attitude are related and each may uinfluene each other, it si not necessary for them to be entirely consistent (Briggs and Cheek, 1986). General logic claims that if a consumer prefers or favours a brand there is greater likelihood of him to purchase it. thereby a positive trend in consumers attitude towards a particular brand may result in an increase in sales forecast. It is no wonder that testing or measuring attitude provides the bulk of marketing research work (Foxall and Goldsmith, 1994). Researching consumer attitudes are functionally useful for the marketer in directing consumers toward brands they find useful in satisfying needs, wants and aspirations. Chay (1991) claims that advertisements influence attitudes towards the add, which is an importance predecessor of brand attitude. While Cheratony (1989) and Muehling (1987) go on saying that the influence of attitudes towards the ad on brand attitudes has been found to be even more significant under low-involvement conditions and emotionally based advertising. While in some cases even though the consumer has a favourable attitude towards a brand due to an advertisement he might have enjoyed, after having watched the advertisement if his purchase action is postponed the effect of the advertisement will wear off resulting in the favourable attitude towards the brand fading away. Furthermore even if the purchase action is not delayed there is the possibility of variables such as price that rule out the consistency between attitude and behaviour (Belk, 1975). Motivation is another mental factor that influences the underlying emotions and attitudes towards brands and the purchasing decision. Freud (Vecchio, 1992) claims that people are mostly unconscious of the real psychological forces shaping their behaviour. He suggests that a person does not fully understand his/her motivation. He states that as people grow up they repress many urges, and these urges are never really eliminated or under perfect control. An applied example could be in terms of Pepsi adverting campaign during 1989 to 1992, with slogan such as Pepsi the choice of a new generation and Pepsi Gotta Have It (Alison, 1992). David Novak, Pepsis vice president of marketing explains that the campaign represents the Pepsi attitude for people who think young and want to celebrate his life. The implication here would be for a young adult who purchases the Pepsi with the underlying motive to quench his thirst or purchase a beverage. At a deeper leave he might have purchase the Pepsi to feel or show that he is young and alive (Alison, 1992). There is a possibility for the brand to be a reflection of the consumers perception of his image or self-presentation. Carpernter and Nakamopto (1989) and Chisnall (1995) have defined image as a function of social interaction. Thereby consumption can be an act of self-presentation. The consumer tries to link himself with a desired image, or the ideal social self-image. Conclusion Through the literature reviewed the significance and importance of branding as a marketing tool has been highlighted, while providing sufficient evidence as to why a company should brand its products. Product differentiation has been made difficult due to immense competition and improvements in technology, allowing products to be quickly imitated. In this way firms have placed a heavy emphasis on adding symbolic values as the basis for product differentiation. Therefore, while evaluating products the consumer will tend to consider the image aspect of the product to simplify the evaluation of different alternatives. Additionally the review suggested that consumers have a self-concept that have a crucial effect on their purchase decisions. This means that consumer might evaluate brands on the basis of the congruence between the brands image and their own self-image. Moreover, when the consumer has little or no experience with the product or has a lack of information about the product, consumers will use brand names to evaluate products, some consumers even when provided with information will avoid spending time to investigate the products intrin Effect of Branding on the Consumer Effect of Branding on the Consumer Branding: How It Inspires People To Purchase A Particular Brand Abstract This research is done with the suitable research methods to describe how the people attempt to match their characteristics with a particular brand. A firm or company’s primary target is to make and preserve customers. They use various plans which include several research methods in order to discover the best way to make profits. For the companies, the saying, consumer is god, is crucial for a successful their business. Observing the customer’s purchasing behaviour is the initial step in the direction of successful understanding of customers. Branding is a crucial marketing strategy which inspires customer’s viewpoint and purchasing behaviour every time. Understanding customer buying behaviours will give marketers a close look into how significance for the marketers is to know the basic association the consumer has with the brand. So, for this reason, the research splits these issues into number of dimensions to consider that there is any connection between consum er purchasing behaviour. In other words, it permits one to see if branding can actually inspire consumer purchasing process. The research concentrates on the individual purchasing behaviour and branding associations. The sample is collected from the United Kingdom to overlook the culture impact and moreover to get rid of racial, religion and geographic issue for suitable sampling. The importance of this research is to explain how branding have an effect on different buyers behaviours build upon four kinds of complicated purchasing behaviour, conflict-reducing purchasing behaviour, habitual purchasing behaviour, and variety-seeking purchasing behaviour that are further talked about in this paper. By assessing commodity products, investigation of different approaches from these different consumer purchasing behaviour groups towards brand effects is done. The findings showed in the end reveals a strong positive association that can guide companies to concentrate more on strategies of branding according to the customers purchasing attitude towards branding. Introduction Today, in this fast moving environment, marketing depends upon the consumer’s behaviour and response to the product, price, promotion, place, physical layout, process and people (Gronroos, 1997; Kotler and et al., 1999; Egan, 2002) because today marketing is more consumers oriented than never before and due to the increasing value of service sector. For the development and survival of a firm, it requires exact facts about customers like their approach of buying, what they purchase, from which place they purchase and most essentially quantity they buy. Marketing has accepted the behavioural sciences basically sociology and social psychology to study and understand the process of consumer behaviour and decision making. While doing this, marketers are able to get explanations and forecasts build on these disciplines to figure their market offerings. To the extent that marketers are investigating the consumers psychological background in order to their establish factors that affect consumer choice in terms of cognition, perception, learning and attitude – all of which affect his buyer behaviour. A current day market trend has been the increasing similarity of products with little real functional difference between competing products. This is primarily due to intensive competitive rivalry and the existence of efficient production, transport, communication and financial systems. Under such circumstances technological innovations are quite quickly imitated by competitors and can no longer offer previous levels of sustainable competitive advantage and product differentiation (Levitt, 1983; Gronroos, 1997; Kotler, 2000). Therefore a significant feature of contemporary marketing research and practice concerns the emergence of brands as key organisational assets and a major issue in product strategy (Kotler, 2000). Firms have pla ced a heavy emphasis on adding symbolic values associated with brand names as the basis for product differentiation. The winner will eventually be the one whose strategy entails a mix conducive to the customers purchase behaviour, while doing so more effectively than its competitors. Objective Of The Study The primary goal of this research is to display branding value, functions and most important thing, its part in the consumer buying decision. This research examines the process and attributes that direct towards the customers’ evaluation of brands. This research will concentrate on the assessment of questionnaires filled by the public. Other objectives are like explanation of how the present customers attempts to match the individual identity with the identity that they relate to the brand, to prove that is there any correlation between individual purchasing behaviour and branding, and to evaluate how branding have an effect on different purchaser behaviours. Literature Review This study provides a foundation for the value and uses of branding as a vital marketing activity having an important impact on the consumer purchase decision. This research relates to a basic theory which has yet to be verified which says that as the difference among similar available products in the market is reducing, the chances that customers will buy through extrinsic signals, i.e. brand name associations is rising (Murphy, 1992). So, as customers’ ability to distinguish same kind of product declines, it is likely that the awareness of familiarity of a particular brand will push them to buy their particular choice of brand. Branding Let us define a ‘product’ before defining a brand, according to Baker (2000) a product is like anything that meets the needs of consumers. He says that it is the ability of the product to meet these needs that gives it value. The needs or problems can be psychological, economic or functional. In a competitive environment there are several companies offering opponent products that meet the customer’s needs. It is important to consider the fact that the brand can also allow companies to overcome the need to compete at a functional level, and can be used to help a company to compete on any level it is by applying its main capabilities (Hamel and Prahalad, 1994). It is the brand that distinguishes and identifies their offerings (Levitt, 1983). Like, most valuable possession is its brand name. They may be referred to as invisible assets of a lot of corporations around the world. Branding at present is increasingly concerned with bringing together and maintaining a mix of values, both tangible as well as intangible, which are relevant to the consumers and which properly differentiate one’s brand from that of another (Muehling and Laczniak, 1991; Hankinson and Cowking, 1993; Kapferer, 1995; Kotler et al., 1999). There are many tools other then the brand name to distinguish products and invest them with personality. Leading among them are advertising, promotion and packaging, other ways to differentiate from the competition may be product formulation, delivery systems, sizes, colour, smell, shape and so on. On the other hand, all these elements are put together with an appropriate and protected name with which the primary attributes of the product or service ultimately reside give the product its brand identity. This combination of messages within the structure of a brand name is a foundation to the development of brand personality (Graham, 2001; Holt, 2002). From the consumers point of view, brand names are as important as the product itsel f in the sense they make purchasing process easier, guarantee quality and at times form as a basis of self-expression. As said by Kotler (1997), any company can produce cold drinks, but only Pepsi Co. can produce 7UP. Talking about branding purpose and benefits, branding facilitates and makes the customers selection process more effective, people are loaded with lots of decisions in their day to day lives, and they are flooded with limitless products and messages contesting for attention. People look for shortcuts to make the decisions easier, a shorter way is to depend on habit, this shows of purchasing products that have shown good results in the past. This is in particular a case of less involvement purchases. This is further shown by a model of habitual buying behaviour (Assael, 1993), stating that reasonable past consumption behaviour leads to benefit association, which is a idea means the tendency of the consumer to relate the positive rewards to a particular brand, this relation between positive rewards towards a certain brand restricts the customers need for looking information and strengthen the likelihood that the identification of a need will lead the customer to straight buy a particul ar brand. And from the retailer’s point of view, branding can help differentiation. According to (Adcock. et al., 1998), differentiation is an action of modelling a set of meaningful differences to differentiate the companys offering from the opponent’s offerings. Competition with fast pace can follow development in technology and product formulation. An opponent will quickly able to make a replica, example, a cigarette brand, though they will not be able to copy the personality that use the brand name, like Marlboro. Porter (1980) says that differentiation is a source of competitive advantage. Using a differential advantage companies are in a position to distinguish their offer from competitors in the same segment. According to Porter (1980), the main need for gaining a competitive advantage is by creating such differentiation. Differentiation, in this case, refers to a company’s ability to be exclusive in its product sold and service offered. This individuality must be of a value to the consumer and can thus be sold at a premium over its competitor’s price. The more valuable this exclusivity is, the higher the differentiation, leading to the higher premium. Differentiation however comes with a cost, so for differentiation to have a competitive advantage, the cost of differentiating must be significantly lower than the premium earned. Therefore, in the perfect market with perfect competition, this premium allows the company to make a higher profit margin than its competitors. In a market segment with no differential advantage held by anyone, consumers might opt purely on the basis of price, and perfect competition which confirms that profits are pushed to zero (Porter, 1980; Foxall and Goldsmith, 1994; Baker, 2000). The differential advantage above can be gained by obtaining any element of the marketing mix. But studies have shown that the best possible plan is to focus on brand differentiation, rather than cost and price as a way of building profitability and growth (East, 1997; Diaz de Rada, 1998; Fankel, 2002). The Significance of Brand Loyalty According to (Meenaghan, 1995; Quester and Smart, 1998), branding can be related to the increasing value of brand loyalty. Loyalty can be termed as a total commitment towards a particular brand. Building loyalty depends on satisfying the needs of the consumers better than other opponents (Oliver, 1999) and the stage of loyalty that can be reached depends on the aimed consumers. According to (Quester and Smart, 1998), people all over the globe develop irrational connection with different products. Though (Levitt, 1983), came with the structure to understand how booming brands are made and claimed that consumers are not irrational to select them. The core of all brands consists of key product attributes, which allow the consumers to distinguish the product, as an answer to their needs; the attributes describe the products performance and usefulness. Adjoining this main product there is a group of attributes that enable the consumer to distinguish the product from other products of different brands. These characteristics take the shape of the products appearance, design, packaging, and identification. If these attributes would not been there, the only differentiation would be based on its reasonable pricing. According to Doyle, the brand name permits for a sustainable differential advantage. In the end, it is the external shell of the product that has been described by Doyle as, whatever thing that possibly can be done to create customer inclination and loyalty (cited Baker, 2000). According to (Alreck and Settle, 1999,) marketer’s basic aim is to make good relationship with buyers, rather just selling. The core of a relationship is a powerful bond between the brand and the buyer. If successful there will be present a loyalty that keeps out the opponents. A strong brand name should have a consumer franchise that will develop when enough number of customers wants that brand and reject other alternatives, still if the price is less. A brand with a powerful consumer franchise is protected from competitors (Kotler and Cox, 1980; Cheratony, 1993; Cowley, 1996). The brand loyal customers, whether they purchase same brand every time which can be an act of trust, habit or outcome of less participation and product availability, the clear assumption is that they push high profits for the company. Thakor and Kohli (1996) says that it costs six times more to succeed over new buyers then to hold present ones, because of the fact that it results in more expenditure li nked to adverts, promotions and sales. So loyal consumers make brand equity the main asset underlying brand equity is buyers’ equity (Machleit, 1993; Kotler, 1999). It is vital to make loyalty and settled base of customers who are fixed and loyal purchasers of a brand, which negates change and churn from the company’s’ products. For every business it is costly to increase new customers and cheaper to keep present one. Therefore, a settled customer base has the customer acquisition investment mainly in its past (Gwinner and Eaton, 1999). Contemporary marketing recommends obtaining data about customers as much as possible, anywhere it is to widen the understanding of customer wants, standard of living, attitude and purchasing behaviour (Chisnall, 1995; Davis et al., 1996; Dun, 1997; Chevron, 1998). This allows a company to modify the brand offering, to shift from the usual to an unexpected level of service actually delighting the customer, make sure the future loyalty and commitment. Generally, a brand’s value to a company is mainly created by the customer loyalty it controls (Aaker, 1996). Brand Equity Brands might differ in terms of the amount of dominance they have in the market. Many brands are unfamiliar whereas others have great consumer awareness, and moreover some brands have a great amount of consumer brand inclination. A strong brand can be said to have great brand equity. This can be explained as a brand which enjoys great brand loyalty, awareness, powerful brand associations, perceive quality and other benefits like trademarks, exclusive rights and channel relationships (Chay, 1991). The idea behind brand equity relates to the importance of a brand, value to the marketer as well as the buyer. With the marketers’ viewpoint, brand equity is a big market share therefore better cash flows and profit. From the consumer viewpoint, brand equity relates to a powerful positive brand attitude through a promising assessment of the brand, which is build upon consistent meanings and values that are simply accessible in the buyers’ memory (Lewis, 1993; Keller, 1998). With substantial effort has been put in measuring and defining the concept of brand equity there has been limited empirical research aimed at understanding the importance of the brand name associations in product differentiation (Aaker, 1991). One of the main objectives of Marketing is to get the products offered in a particular category to be distinct. Muehling, Stoltman and Mishra (1989), have found consumers to be less brand loyal, more price sensitive and less receptive to marketplace information in the absence of perceived differences between the alternatives. Brand Image Marketers understand that brands summon up symbolic pictures which are more significant to success of a product than its real natural characteristics (Meenaghan, 1995; Feltham, 1998). For products which are recognized with a brand, Davis (1995) has performed a research by splitting the customer assessment in two factors. Assessment which is linked to product characteristics (tangible) and assessment linked to the brand name (intangible). The consumers power to assess the performance abilities of the product and view about its value for money, usage effectiveness, reliability and availability develops the inherent advantage of the product, matching to product’s characteristics. The external benefits are at the emotional stage where, the symbolic assessment of the brand is taken into account. Here consumers make use of their personal reasons normally matching the brand name related attributes. With the growing variety of standardized products, consumers give more importance to t he image of products to make the assessment of different options easier. Meenaghan (1995) tells that consumers display an inclination towards symbolic rather than purely functional features of products. Therefore, they usually ask for social reliability and loyalty from firms and, in general, symbolic associations have their origin mostly in brand name perception instead of product perception (Meenaghan, 1995). Marketers have tried to employ behavioural theories to clarify and recognize useful relations involving consumer’s personality and their buying behaviour. Kamakura and Russell (1993) have spotted such theory stating that individuals have a definite self-image build on who they believe they are ideal self-concept build on who they believe they would like to be. Howard and Sheth (1969) have explained self-image as an individual thoughts and feelings about their own selves in relation to other objects in a socially determined frame of reference. By self-concept or self-image model, individuals will perform in a way that sustain and improve thei r self-image. One way is through the products they buy and use. The Effect of Branding on Consumer Purchase Behaviour The function of brand values is highlighted in the literature above, and in particular the significance of the brand to get distinctive benefit has been documented in depth. The reason behind the study to understand the consumer purchasing behaviour in light of the literature discussed so far. In order to do this consumer decision-making models will be organized. The hypothesis will be assumed as the derivation of the tests that will be conducted in the primary research. Marketing and ecological stimuli penetrate the buyer’s perception, the definition of consumer buying behaviour can be comprehended as buyer’s purchasing decision process. Four types of consumer buying behaviours, based on the degree of buyer contribution and the degree of differences among brands (Kotler, 2000). These four types are complex buying behaviour, habitual buying behaviour, variety-seeking buying behaviour, and dissonance-reducing buying behaviour. In complex buying behaviour the consumer is aware of the brands and gets too involved in the buying by analysing the product thoroughly. The customer is highly involved in buying the product in dissonance-reducing behaviour but doesn’t get too involved in the brands. Some buying situations are characterised by low involvement but significant brand differences. Consumer’s often do a lot of brand switching for variety-seekers. They are only according to the information in advertisement and television. The buying process begins with brand beliefs in habitual buying behaviour. The brand plays most important role in consumers’ purchase decision to purchase a particular product from another. Various attributes that merge to make the consumer behaviour in particular fashion during his purchase decision but also inducing any pre-purchase and post purchase activities. As (Engle et al., 1995) has defined consumer behaviour as consisting all those acts of individuals which are directly involved in obtaining, using and disposing of economic goods and services, including the decision process that precede and determine these acts. It is important factor to consider that influence the consumers’ buyer behaviour and study wishes to incorporate the Howard-sheth model of decision making. The theory of the model is that buyer behaviour is in general component firm by how consumer thinks and develops in order. (Howard and Sheth, 1969). It supports the fact that cognitive decision making which eventually determine the choice of brand and purchasing decision. The brand impact motivate the buyer and changes the behaviour , perception, learning and attitude are examined in terms of how each is affected by this impact on branding. Perception Here brand perception is based on individual personal experience of their own beliefs, needs and values. People receive and understand the sensory from their five senses they are sight, hearing, smell, touch and taste) in their own ways. Engel at el have defined perception as â€Å" the process whereby stimuli are received and interpreted by the individual and translated into a response† (Foxall, 1980,p.29). Primarily the social and psychological meaning of a product gets conveyed by two factors which determine the idea of stimuli, also known as stimulus discrimination and stimulus generalisation. Stimulus discrimination the question that hits in mind is whether the consumer can actually discriminate between differences in stimuli. Consumers become conscious of brands through packages, advertisements, promotions, and word of mouth they may be involved at some point in decision making process. Once customers became aware of brands through learning their purchase decision are then guided by their perceptions of their brands formed from the information they get about the brands characteristics (Foxall and Goldsmith, 1994). The marketers will first provide the similar brands and provide same information about the product and they position better way and discriminate between characteristics of the brands. The marketing information which will discriminate based on the brand name information provided with and it will be derived from brand name or the perception of the brand. It has been concluded (kotler et al, 1999) that consumers depend on reputation of the brand name to believe t he quality of the product. Brand name is someone who creates the image and some cases provide perception of the quality in a product and that shows the involvement of low level buyers. The main part of brand impact where the customer experiences the service they provide and class they maintain it guide through the purchasing behaviour. Chernatony (1993) explained four factors that attract them to change a particular brand and to understand their provided framework of their successful brands . 1. Quality is the pre-eminent factor that through time can lead buyers to learn to trust a brand which leads to priority position in the evoked set and repeat purchasing activity. 2. Build superior service can not only endorse product quality, but also prove post purchase problem solving. For instance, digital camera consumers would select an international brand for its global service and technological support. 3. The most common means of building an outstanding brand is being the first into the mind consumer. It is much easier to build a strong brand in the consumer’s mind than in the market, characterised by the intense level of competition. 4. In building brands the principle is to invest in markets which are highly differential or where such differentiation can be created. Mostly, the differentiation is why the brand is different from others. Brand provides consumer with lower search costs for products internally and externally. Brand reduces the risk in product decisions and Keller (1998) identifies six types of risk in consumers view. 1. Functional risk- product expectations 2.physical risk- friendly user or not 3. Financial risk- product should fit in the budget and it should be worth 4. Psychological risk- the product affects the mental well-being of the user 6. Time risk- failure of the product leads to find the other product. Brands have a personally of their own which consumers want to associate with, would like to reflect their own behaviour or aspirations and want to have an experience with. A brand, therefore, adds value to a functional product providing it offers clear differentiation in the market in which it competes. â€Å"Branding is short, transforms the actual experience of using the product and thereby adds to its value (Chevron, 1998). Learning So far it has been highlighted how extrinsic cues of a product namely the brand name can affect the consumers perception. Learning refers to any change in behaviour that comes about as a result from past experience. Dodds (1991) refers to learning as changes in a consumer’s behaviour caused by information and experience. Consumers store information in their memory in the form of associations, which links the brand name of a product with a variety of other attributes of the brand, like its price, packaging, colour, size and benefits as well as how the consumer feels about it in terms of its quality and emotions it evokes. These associations are the ones that form the information base from where the consumer makes his ultimately decisions (Foxall and Goldsmith, 1994). Most of this information consumers have stored in their memory comes from the process of learning that is what they think, feel or know about brands. Conoway (1994), claims that the subjective personal meanings of psycho-social consequences are represented by consumers’ cognitive systems. Since these consequences are experienced by consumers they are likely to trigger responses such as emotions, feelings and evaluations. Learning will be examined as a result of the marketing efforts, in terms of how information from the external communication environment is registered with the consumers long term memory from where it is extracted and used during his purchasing decision and also examine the way learning takes place in the form of changes in the consumers behaviour as a result of experience. At its simplest form learning occurs when consumers are repeatedly exposed to information such as brand names, slogans and jingles. Through this forms of learning consumers may form a weakly held belief that a particular brand is desirable due to an advertisement where the spokesperson repeats this claim over and over again. On the other hand, learning vicariously occurs when a consumer imitates the behaviours of others. Bandure (1977) stated that vicarious learning describes the way in which a consumer learns pattern of behaviour by watching other behave and applying the same lessons to his/her life. Brand images are created through advertisements, marketers use celebrities and famous sportsmen for this purpose, as it are the case with major retailing brands of Sainsburys and ASDA or Nike and Puma. Advertisements conjure upon a image for the brand through the use of models living a certain lifestyle that might be in tune with the consumers aspirations this will allow for favourable information about the brand to be processes by the consumers learning process. For marketers the learning theory is one of significance and of practical importance, as it allows them to build up demand for their brands by associating them to strong drives, motivation cues and thereby enabling positive reinforcements. Attitude A person’s overall evaluation of a concept may be defined as his or her attitude (Carpernter and Nakamopto, 1989). Consumers’ attitudes towards brands are reflected by their tendency to evaluate brands in a consistently favourable or unfavourable fashion. While behaviour and attitude are related and each may uinfluene each other, it si not necessary for them to be entirely consistent (Briggs and Cheek, 1986). General logic claims that if a consumer prefers or favours a brand there is greater likelihood of him to purchase it. thereby a positive trend in consumers attitude towards a particular brand may result in an increase in sales forecast. It is no wonder that testing or measuring attitude provides the bulk of marketing research work (Foxall and Goldsmith, 1994). Researching consumer attitudes are functionally useful for the marketer in directing consumers toward brands they find useful in satisfying needs, wants and aspirations. Chay (1991) claims that advertisements influence attitudes towards the add, which is an importance predecessor of brand attitude. While Cheratony (1989) and Muehling (1987) go on saying that the influence of attitudes towards the ad on brand attitudes has been found to be even more significant under low-involvement conditions and emotionally based advertising. While in some cases even though the consumer has a favourable attitude towards a brand due to an advertisement he might have enjoyed, after having watched the advertisement if his purchase action is postponed the effect of the advertisement will wear off resulting in the favourable attitude towards the brand fading away. Furthermore even if the purchase action is not delayed there is the possibility of variables such as price that rule out the consistency between attitude and behaviour (Belk, 1975). Motivation is another mental factor that influences the underlying emotions and attitudes towards brands and the purchasing decision. Freud (Vecchio, 1992) claims that people are mostly unconscious of the real psychological forces shaping their behaviour. He suggests that a person does not fully understand his/her motivation. He states that as people grow up they repress many urges, and these urges are never really eliminated or under perfect control. An applied example could be in terms of Pepsi adverting campaign during 1989 to 1992, with slogan such as Pepsi the choice of a new generation and Pepsi Gotta Have It (Alison, 1992). David Novak, Pepsis vice president of marketing explains that the campaign represents the Pepsi attitude for people who think young and want to celebrate his life. The implication here would be for a young adult who purchases the Pepsi with the underlying motive to quench his thirst or purchase a beverage. At a deeper leave he might have purchase the Pepsi to feel or show that he is young and alive (Alison, 1992). There is a possibility for the brand to be a reflection of the consumers perception of his image or self-presentation. Carpernter and Nakamopto (1989) and Chisnall (1995) have defined image as a function of social interaction. Thereby consumption can be an act of self-presentation. The consumer tries to link himself with a desired image, or the ideal social self-image. Conclusion Through the literature reviewed the significance and importance of branding as a marketing tool has been highlighted, while providing sufficient evidence as to why a company should brand its products. Product differentiation has been made difficult due to immense competition and improvements in technology, allowing products to be quickly imitated. In this way firms have placed a heavy emphasis on adding symbolic values as the basis for product differentiation. Therefore, while evaluating products the consumer will tend to consider the image aspect of the product to simplify the evaluation of different alternatives. Additionally the review suggested that consumers have a self-concept that have a crucial effect on their purchase decisions. This means that consumer might evaluate brands on the basis of the congruence between the brands image and their own self-image. Moreover, when the consumer has little or no experience with the product or has a lack of information about the product, consumers will use brand names to evaluate products, some consumers even when provided with information will avoid spending time to investigate the products intrin

Arthur Millers Death of Saleman :: Arthur Millers Death of Saleman

Arthur Miller's Death of Saleman On February 10, 1949, at the Morosco Theatre in New York, Death of a Salesman opened. It was immediately acclaimed as a perfect blend of script, setting, staging, and acting. The New Yorker called the play a mixture of "compassion, imagination, and hard technical competence not often found in our theater." Death of a Salesman swept the award field in 1949, winning the Drama Critics' Circle award, the Tony, Theatre Club, and Front Page awards, as well as the much-coveted Pulitzer Prize. Road companies took it on tour. European productions in translations played to full houses. The printed edition was a Book-of-the-Month Club selection and set a sales record for plays in book form. The movie rights were snapped up, and for months it was the most popular play for college and amateur productions. In fact, Salesman was a triumph that Miller has not been able to repeat - whatever the success or the true merit of his later work. When you read this play, take special care to remember the difference between the work of a playwright and that of a novelist. Novelists may imagine their audience as an individual with book in band, but a playwright writes with a theater full of people in mind. Playwrights know that the script is just the blueprint from which actors, producers, stagehands, musicians, scenic designers, make-up artists, and costumers begin. You will need to use an extra measure of imagination to evaluate this play before you see the Goodman production. Sidebars: How does writing a script differ from writing a novel? Do you think it is easier to write in one form than the other? Why or why not? Death of a Salesman was a major success not only on the stage, but also in book form as well. Try to bear this in mind as you read. Try to visualize the action on the stage. In Death of a Salesman, Arthur Miller uses a dramatic approach to the problem of presenting time (and its passage and meaning) onstage. Dramatists have used many devices to deal with the problem of the movement of time through the ages - from the classical Greek chorus simply telling the audience that time has passed, to minutely realistic aging of the characters through make-up.

Reasons for selection Essay

Goals and objectives are the starting point for any planning effort because they provide a clear direction. With respect to the transportation system, goals and objective act as a barometer of the quality of life expected by a community and are also used to measure the success or failure of implementing a proposed plan. This is a summary of the goals and objectives of the Regional 2030 Transportation Plan derived from a series of public forums in the early 1990s and reviewed by the Capital Area Regional Transportation System Study (CARTS) Long Range Plan Task Force. For the first time, a number of interest groups, communities and non-traditional partners had been involved in the planning process in order to ensure that the goals and objectives were consistent with the adopted â€Å"Wise Growth† land use alternative and included a cross section of needs and perspectives. The adopted goals and objectives of the Regional Transportation 2030 Plan are as follows: †¢ Accessibility – to provide accessibility to all persons and goods. Objectives include providing reasonable access through planning capacity and routing, giving priority to multi-modal projects, maximize accessibility to all persons regardless of their economic, physical and social status and assure compliance with the Disabilities Act. †¢ Mobility Options – to provide multi-modal transportation choices for all people and goods. Objectives include inter and intra regional routing and modal options, giving priority to projects that enhance all modes and provide balance, to stage programs and projects in priority corridors, minimize disruptions and provide alternative routes and modes, reduce congestion, promote Transportation Demand Management strategies, encourage events, businesses and facilities managers to advertise alternative travel modes and services, undertake pre-emptive measures, use the guidebook â€Å"Evaluating Traffic Impact Studies in local and intergovernmental reviews and to consider and expand public transit in rural areas. †¢ Safety – to design, manage and maintain transportation systems consistent with accepted multi-modal safety standards, goals and the regional plan. Objectives include reduction of number, severity and resultant casualties of traffic crashes, encourage traffic control measures and Intelligent Transportation Systems applications, minimize conflicts between transportation modes and implement programs to improve traffic calming measures, sidewalks, pedestrian crossings, railroad crossings, paved shoulders, bicycle facilities, safety education, enforcement programs, multi-use paths, paths to accommodate horse drawn carriages and access management, to encourage installation and improvement of sidewalks where missing or substandard and to provide adequate safety lighting in pedestrian areas or transit stops. †¢ System Efficiency – to maximize efficiencies in utilization and performance of the multi-modal transportation systems. Objectives include using the transportation system management techniques to maximize operating efficiency including ridesharing, public bus transit, walking, biking, traffic sign and signal improvements, intersection improvements and way-finding; to develop policies and incentives to increase vehicle occupancies, coordinate movement of both people and goods, guide transportation expenditures in line with the seven mandatory planning factors listed in federal law (SAFETEA-LU), social, economic development and land use goals, travel time, operating cost, accident risk and performance standards and provide alternative forms of travel connecting services. †¢ Environmental Impacts – to develop a transportation system compatible with federal, state and local environmental standards. Objectives include reducing air pollutant emissions, reducing energy consumption, promoting use of alternative fuels and technologies, minimize transportation-generated noise, minimize disruptions to open space and natural areas, encourage alternate modes of transportation and encourage environmentally friendly design standards and practices. †¢ Land Use – to develop a system which maximizes positive impact and minimizes conflict. Objectives include encouraging local governments to adopt and implement land use plans, strengthen the regional metropolitan center, develop transformation services consistent with regional growth plan, preservation of land and open space, promotion of regional greenways, existing public utilities, local land use plans, regional non-motorized transportation plan, growth centers; prioritize development of sidewalks, provide non-motorized links within the community, encourage non-motorized connectivity, encourage transit oriented development and consider transit access and appropriate standards. †¢ Financial Considerations – to seek financial resources to preserve, maintain and improve the transportation system. Objectives include preserving and enhancing the existing system, seeking maximum state and federal funds, seeking local governmental funding, seeking alternative sources of funding, encouraging economic development, maintain and modernize existing system, coordinate and negotiate concurrent public and private infrastructure investments, use surface transportation systems, demonstrate wise and efficient operations and consider life cycle costs. †¢ Economic Development – to develop a system that fosters economic development at reduced cost and better opportunities. Objectives include improved services, intermodal connectivity, enhanced travel and freight services, regional cooperation, non-motorized enhancements, flexible and timely response and transit access. †¢ Public Involvement – to involve the public in planning and development. Objectives include public participation throughout the plan, continued feedback, involvement of interest groups and an active process of public information and education. †¢ Transit – to develop, maintain and expand public bus transit system. Objectives include decreasing auto dependency and demands on the roadway system, increasing public transit’s hare, reduce congestion, reduce need for highway improvements, serve the transit dependent, develop cost-effective system, increase intermodal transportation linkages, direct resources and efforts to increase ridership, accommodate passenger rail service, make transit an attractive alternative, connect employment centers and public services, provide safety comfort and aesthetic improvements. †¢ Parking/Parking Management – to provide for parking needs and minimize urban congestion. Objectives include finding alternatives to parking, evaluate removal or restriction on street parking, support land use that is conducive to transit, reduce overall parking demand, increase parking facilities for bicycles, promote construction of parking facilities, improve pedestrian access and develop parking facilities in line with standards. †¢ Community Impact – to design systems compatible with community character and environmental standards. Objectives include minimizing disruptions through transportation projects, enhancing community goals, enhance community character, provide non-motorized enhancements, consider community goals, prioritize aesthetic enhancement projects. †¢ Intermodal – to increase opportunities for intermodal and freight connections. Objectives include providing services that provide multimodal connections, incorporate rail, truck and air transport, improve access to intermodal facilities, complete alternative analysis, consider transit oriented park and ride facilities and encourage use of rail freight where available. †¢ Non-motorized – to encourage pedestrian and bicycle modes. Objectives include improved bicycle facilities, utilizing the natural character of the landscape, bike parking and storage facilities, bike parking, consider privacy of adjoining properties, complete regional River Trail system, encourage multi-use pathways, improve bicycle parking standards, provide improved bicycle transportation system, improve safety, provide close to home and regional activities and encourage use of non-motorized transportation system, safe pedestrian access, non-motorized connectivity, regional greenway system and complete route location and design studies, installation of sidewalks, non-motorized facilities, acquisition of raid corridors and projects within rail and utility corridors. †¢ Management Systems – to evaluate alternate transportation investments and strategies. Objectives include using the Congestion Management System, the Safety Management System, the Intermodal Management System, Pavement Management System, Bridge Management System and Public Transportation Management System. †¢ Airport Issues – to promote region’s air facilities. Objectives include supporting local policies, maintain region’s air facilities, evaluate alternative routing access to airport, pursue balancing funding for airport, encourage gateway and way-finding improvements, consider emissions and noise pollution, encourage airport partnerships with local governments and incorporate intermodal connections. †¢ Intelligent Transportation System – to better manage existing resources and enhance efficiency. Objectives include improved safety of regional transportation system, improved management during special events or system disruptions, minimize community and land use impact, manage parking demand and supply, enhance level of service and reduce environmental impact. The new transportation planning process is intended to clearly relate programs and projects to state and local transportation goals and objectives, make the process more strategic, focused and flexible and improve performance measures. For an effective 20-25 year regional plan it is important to apply a temporal component to achieve regional goals and objectives and to regularly measure progress generally after every four year period. Types and characteristics of projects may also change over time to better fit with goals and objectives. The Long Range Plan Task Force has also identified short term and long term strategies, projects and performances measures for this plan. There are several reasons why I have selected the flute over the others. First of all, almost all the people in my life either play or have played the flute at one point of their lives; my mother and all her brothers play the flute; my brothers and sisters have the same passion for it as well; my cousins play for their respective schools too; and most importantly, the love of my life is busy with the development of the skills and talents that would make her career flourish. Second, I have played other instruments in the past. I have developed my skills in playing the piano and practiced that for over seven years. I have also played the violin for quite sometime. However, for some reasons that no words can articulate, I keep on going back to my real love – the flute. Finally, it is the only sound that de-stresses me when I extremely feel tired, that makes me happy when I am so frustrated, and that makes me feel complete. Qualities and Features of the Flute that Interests Me The sound that comes from the flute’s hole is always dominant because of its clearness. It is really â€Å"music† to my ears because it is so graceful, elegant, and exceedingly sweet. That is the major reason why it makes me feel better all the time. Also I have observed that it is not very effective in a rather large venue but is extremely soothing if played in smaller setting. Role of the Flute in the Orchestra The flute plays a large role in the orchestra because there are times when it has to be in the front position, sometimes, it is up to it to carry the whole performance altogether. Its dominance is the main reason for this, because of its power, it stands out, and so it has to sound outstanding to be able to carry the whole performance altogether. References Debost, M. (2001). The Simple Flute. NY: Oxford University Press. Leonard, H. (2000). Essential Elements 2000 Flute Book. n. p. p. : n. p.

Communication Accommodation Theory

Communication Accommodation Theory (CAT) states that people adjust their communication to others due to various reasons: seek for listener’s approval, maintain positive social identity and wanting to achieve communication efficiency. According to Giles, people accommodate their speeches and behaviors more to the people they found attracted to and who have more similar beliefs and attitudes with them. Giles suggested that people use perception and evalution in conversations, which means people observe and interpret message before they decide how to act in a conversation.Moreover, people who has a lower social status is often more likely to accommodate to and guided by people who are from higher social status. People also perform their behaviors according to norms and appropriateness, where they try to reach the expectations of behaviors in conversations. CAT suggests several ways when people adapt during conversations: convergence, divergence and overaccommodation. People may a djust themselves in order to highlight similar behaviors to others or distinguish themselves from others.Convergence is a strategy used to adapt another’s behaviors. Usually people converge toward stereotypes. Divergence is used to emphasize differences between communicators. It is a way to maintain one’s social identity and power status. Overaccommodation means to overdo in regulating to others even acting from good intentions. What Giles suggested in the theory is more than only showing us the reason we accommodate or Not accommodate to others in conversations. People use these tactics in order to maintain their social identities and statuses.It is especially important to minorities, whom are always expected to adjust to the mainstream. This theory make them realize what they have been doing unconsciously and what created unjustice in society. Another phenomenon that the theory has suggested is that people sometimes over-accommodate in order to fit in a group. People try to be someone who they are not even partly similar. Learning this theory might allow them to realize it might not be a good idea to overly adjust. Communication accommodation theory Theory Theory of Communication Accommodation Keenness State university Melinda Sykes Communication Accommodation Theory 2 Introduction Verbal behavior is an active lifestyle that individuals use to convey messages. This are of communication involves a multitude of approaches, both In a behavioral sense but also a social psychological approach. Our behavior alters our environment with or without our permission. Therefore, speech is an integral part of the communication accommodation theory because pitch. Illume. Tone and many others s said to cause a shift in ones behavior. In 1987, Giles & Wingman explained communication accommodation as a theory that examines underlying motivations and consequences of shifts In verbal behavior. This theory attempts to explain why people accommodate or adjust to another's speech and the need to gain approval or maintain social identity with whom they are speaking with. The theory assumptions are that perceptions of another's speech help Individuals t o evaluate and behave towards that person.The purpose of this paper Is to discuss the development of the theory by reviewing research tested and or extending the theory. More Importantly, the paper will develop an overall evaluation of the theory strength's, weakness and heuristic potential. Both speech convergence and divergence, they magnify the movement toward or away from the speech style of the other. And determine that it is ultimately motivated by an assumption about the other's speech (Giles, Mullah, Abroad, & Johnson, 1987).These strategies give great reference and understanding of the accommodation principle in communication. Communication Accommodation Theory 3 Convergence and divergence are strategies that give light on the reasons why individuals adapt to one another's speech rate. Convergence indicates that â€Å"individuals adapt to each other by slowing down or speeding up speech rate, lengthening or shortening pauses and utterances, and using certain forms of polit eness, tag questions and verbal intensifiers in their speech† (Infants, Rancher, & woman, 2003).Divergence refers to the way speakers accentuate vocal and linguistic differences to underscore social differences between speakers (Infants, Rancher, & Woman, 2003). Though the strategies differ linguistically they are the same in concept. They are unconnected in the sense â€Å"the strength of a single response may be, and usually is a function of more than one variable and a single variable usually affects more than one response† (B. F. Skinner, 1957). Street and Giles assumed that divergence is generally used when others are members of undesirable groups or hold distasteful attitudes (1982). Ultimately, we converge with others in interaction if they are powerful and we want to be like them. We diverge from others in interaction if it is important for us to highlight a separate and distinct identity' (Miller, 2005). Over time, researchers have examined the area of gender a nd communication. The research has lead to an understanding that individuals classify according to gender orientation rather than biological sex (Virginia Wheelers, 1984). The research uncovered that feminine and undifferentiated individuals were more accommodating than masculine.The research runs along the same parallel that â€Å"feminine language† is viewed as more considerate cooperative, helpful and submissive (Stewart, Stewart, Cooper, & Friendly, 1996). This issue is heuristic in the sense is has brought about the research of sound play. Communication Accommodation Theory 4 Bambini B. Speechifies, author and scientist researched sound play and described it as vocal/verbal activity of a single speaker, more importantly used between young children and mothers (Ochs & Sheffield, 1983).In these exchanges, children pay attention to the phonological shape of one another's utterances and repeat or modify slightly a sequence of sounds Just produced. The study has been reported in a number of different cultures. Speech convergence is expressed during sound play. The approval of the mother or the child's adjustment gains satisfaction for one another. These results suggest that similarity in speech and tone influence perceptions of a relationship and gains overall approval. The study observed the use of sound play, convergence and divergence in the workplace as well.The method was simple observation through the use of office cameras and role play. The purpose was to observe the amount of times the three strategies mentioned above were used and by what gender. The results of the study results of women showing convergence almost in all cases that presented themselves. Their speech in terms of pitch, volume and tone were all demonstrations that ran insistent with the implied hypotheses. The women showed signs of being more considerate, understanding and submissive.Their tone and volume were reported to be lower and seemed more empathetic to whom they were spea king with. While the men seemed very consistent with their regular speaking tones in the midst of adversity or casual conversation. More actions of divergence were shown by the male participants. Communication Accommodation Theory 5 Instances were numerous on the part of correcting others verbal expressions and used more extensive Jargon in the workplace. Research has found that stereotypes continue to show the relevance and authenticity of the convergence and divergence strategies.For example, blind persons report individuals who communicate with them tend to shout or exaggerate behaviors unrelated to their ability to see. Nurses use â€Å"baby talk† to the institutionalized elderly, regardless of the individual's capabilities (Infants, Rancher, & Woman, 2003). Another example would be the tendency of individuals to yell or express exaggerated movements to persons who cannot hear. Research has been evaluated with gender playing a role in speech convergence and divergence. So ciety as given norms that inhibit the expectancy of speech from women and men.Even women's speech exhibits marked differences compared to the speech of men, provided that women use more polite expressions and seem to adopt standard forms, while the latter tend to exercise their â€Å"right† to do as they see fit (Miller, 2005). Society norms have provided the benefit of men using divergence and women more commonly using convergence to gain approval for satisfaction. As Robin Alaska once said, â€Å"women collude in their own subordination by the way they speak. † Speech divergence in the use of metaphors in literature, in that the message used in his kind of form is accessible only to those who are conversant with the code.In this way, members of certain groups or communities can hold up walls. On one hand, exclude the ones who cannot penetrate the mind of the speaker or the writer, but on the other, help cultivate intimacy and a sense of community. Communication Accom modation Theory 6 Communication accommodation theory is a very practical and easy to understand concept. For the reason, we all have experienced the convergence and divergence experience. Either, we were the initiator or the responder. The theory illustrates its opportunity to be tested and observed to gain further extensive research.With test having been conducted and both positive and negative feedback reported, both are good for a theory. It shows legitimacy that the theory is Just that but it also shows some relevance and true findings for the theory. This being said it makes the theory heuristic. Further research, observations, testing and extensions can be produced from this theory. In addition, the theory meets the scientific standards of explanation of the result, â€Å"twin objectives of scientific knowledge† (Griffin, 1991, p. 34). It maintains a simplistic concept and is easy to understand.Having a theory that is testable and leaves room for growth and further expa nsion puts it in the category of credible, substantial theories. A weakness in the communication accommodation theory is that it leaves many questions unanswered. Questions such as the long term changes in behavior and where to draw the line of empathy and the theory are where the theory can be unclear (Infants, Rancher & Hammock, 2005). In order for individuals to understand the difference between the accommodation theory and empathy, they would have to eave the same definition and perception of what empathy is. Communication Accommodation Theory CAT- American History X In this paper, I will use CAT (Communication Accommodation Theory) to explain how convergence, divergence, and intergroup contact are illustrated within the film American History X. Convergence in CAT refers to the accommodativeness, the process concerned with how we both reduce and magnify communication differences between people in interaction. Talking about convergence, people tend to enhance interpersonal similarities and reduce uncertainties. The effect of converging towards or approximately to another can increase liking and enable him or her to be seen more competent and credible.It includes switching to the other’s language or dialect, or assuming the same level of the other’s interruptions, speech rate, posture and so forth. When engaging conversation, if the individuals or in-group identity is viewed more than the out-group identity, there will be convergence and higher communication relational satisfaction. In the film American History X, there are several examples help to illustrate the concept of convergence: Firstly, the attitude and the way of thinking towards Derek are influence by his father who is being murdered and killed by two black people during his duty as a firefighter.In one of the flashbacks in the film, Derek’s family gathered around at the dinner table, Derek mentions his black teachers, Bob Sweeney, who assigned the class to read a book which is written by an African American author. Derek’s father disapproval the book because he is personally having dissatisfaction about his job with two black people got approved to his team. He explains the facts of how the black people in their society and neibourhood would threaten their life and verbally assume Derek is supporting his point of view. All these influences Derek after his father died.He starts to believe that the problems of the society is all race related. Started from that point, Derek strongly stereotypes his ethnic identity b ecause of his father’s prejudices towards the minorities in his society and the reason for his father’s death. His convergence mixed with stereotyping leads to over accommodation which is viewed as disrespectful to his whole family both verbally and nonverbally. Second example of convergence is another flashback in the movie. Derek along with his brother Daniel and girlfriend Stacey gathered a large group of white racism gangs in the parking lot.Derek was having a speech to the whole group about the new immigration and unfairness about the distribution on the resources towards whites and other ethics. After the speech, they destroyed a market which the owner is an Asian. They almost broke everything in the store and beaten up the people inside. The whole actions show that the group of white gangs is trying to show their strong social power to those who has lower power in the society. Besides, the group of white gangs tends to converge to signal their common ethnic and social identities.In another flashback scene, when Derek was in the prison, he tried to find the group who has the similarity with him base on the tattoo on his body. He lay down and worked out in the area where the others ethic prisoners were staying and he threaten them away. Finally he found the group and he is one of the in-group members. Here Derek tends to converge as he wants to gain approval by a group of people with similarity in the prison. He also wants to develop a closer relationship with the other members in his in-group that he didn’t meet before.After three years, Derek gets released from the prison. Daniel’s appearance changes to a younger version of Derek, with shaved headed and tattoo. Derek seems to be frustrated about the tattoo on Daniel’s arm as he thought it would be a bad idea for Daniel to follow his steps and get involved all those racism stuffs. But Daniel says â€Å"I thought you would like it! † Daniel tends to converge to ga in approval and trust from his brother, he tends to develop a closer relationship with him as long as he thought they are sharing the common social identities.Divergence in CAT refers to non-accommodativeness, to magnify the communicative differences. Divergence occurs when individuals desire to represent their in-group identity above others desire. It serves as a distinction to preserve dialect or vocabulary. Members of different ethnic groups often accentuate their identities by diverging from one another both verbally and nonverbally. Divergence can be particularly intense if people feel their identity is threatened and that the other group has historically and illegitimately discriminated against them.If a person accommodates an out-group member in this situations, that person is named as cultural traitor. If the out-group identity is more noticeable than the in-group or individual identity, there will be divergence less satisfaction. Here are some examples help to illustrate th e concept of divergence: When Derek was in the prison, he found his in-group member. Everything is going well till one day Derek find out one of the prisoner in-group member trade with a Mexican American ethic group member. He is disappointed and had never acknowledged the possibility of his in-group member could do wrong.He shows his disapproval towards that member’s action nonverbally and walked away. In the next few days, Derek reveals to sit with his in-group for meals and he didn’t show any respect to his in-group. He started to play basketball with the other out-groups instead of gather with his in-group. By then, he offended the group’s leader of his own in-group and they turned on him and gang raped him in the shower. At first, Derek diverges from his in-group due to the actions of the member trading with the other out-group member. He thinks that is no different with cultural traitor.Then his in-group members disapproval towards his demeanor, the gang r aped accident happened to increasing the divergence. When he was attacked by those he once considered members of his in-group, Derek makes up his mind to leave the group after that as he thinks his social identity is being raped out because he had believed that could only be perpetrated by out-groups. After Derek is released from the prison, he went back to the party held by Cameron, who used to convince Derek to lead several violent acts. He starts off a fight with him due with the issue about his brother Daniel.Derek blames Cameron is the one who giving them so much trouble and asked Cameron to leave them alone. Derek tends to diverge from his in-group to signal his disapproval towards Cameron’s actions and demeanors. He thinks Cameron is trying to put Daniel into hardship like him. Derek broke up with his girlfriend Stacey in that same party. Derek was trying to tell Stacey to leave the group with him together, but Stacey disagree as she thought Derek is in a popular posit ion at that time and she personally doesn’t think there is any problem with the group. They turn out to be enemy.They tend to diverge to signal relational dissatisfaction, Stacey think Derek changes a lot after he gets out from the prison and she thinks he loses his reputation because of what he did to her. In one of the flashbacks in the film, Derek’s family was gathering around with a Jewish man at the dinner table. They talked about the revolution which an Asian market was being destroyed, happened before when Derek, Daniel and Stacey were involved. The Jewish man has different point of view toward the whole racism activity with three of them. Derek started the get mad in the middle of the meal.He thinks that the Jewish man is trying to get sexual benefit from his mother and he is a hater for Derek. Derek rudely asked him to get out of the house and never step into his house again. Derek tends to diverge as he wants to signal the relational dissatisfaction towards h is mother and the Jewish also he wants to disapprove toward his actions in his house, being a hater for Derek. Intergroup contact theory indicates the perceptions of an out-group will change consistent with the perceptions one holds regarding a relationship one has with a member of that out-group.Intergroup communication also maximized the presence of their group and will sometimes leads to a dissatisfied relationship. Here are some examples from American History X helps to explain the intergroup contact theory: During the work in the prison, Derek was assigned to work with an African American man who named Lamont. At first Derek refused to talk to him because of his strong stereotyping but Lamont was always trying to challenge Derek’s deep-set stereotypes. Most of the time for Lamont, it is more likely a one-side conversation.Lamont worked around with Derek’s racist attitude by talking about some common interests for example women and the reason they are in prison. Al ong with the conflicts happened between Derek with his in-group, Derek realizes that those of the other ethnicities were much more like himself than he had imagined before. They become friends afterwards and on the day that Derek got released, they met each other and Derek says to Lamont â€Å"I think part of the reason that I could get out is because of you. † Derek feels thankful to him. His strong stereotyping is lost.Another example is after Derek was being raped by his in-group member; Derek was helpless and feels utterly alone. He lost his cultural identity to cling to and is not belongs to any of the groups. While he was staying in the medical room, his former African American English teacher, Bob Sweeny, came to visit him. Derek seeks helps from him. Bob was willing to help him and he helped him to see how his actions have affected his younger brother Daniel. These two examples show that Derek has changed his attitude towards an out-group after he tried to communicate with them. Stereotyping also reduces for Derek.He tends to have a positively relationship with the out-groups which is the aims of intergroup contact theory. American History X does not only explain the convergence, divergence and intergroup contact theory in CAT (Communication Accommodation Theory), but it also explains more theories in interpersonal and intercultural communication. Convergence, divergence and intergroup are all related to the communication between an in-group and out-group. The film helps to illustrate some facts that also happening in the real life that we have to face and most of the time, the way that we could deal with them is by communication.