Salmonella And Common Food Poisoning Biology Essay

Salmonella And Common Food Poisoning Biology Essay Food contamination is a typical issue that influences a huge number of individuals in the United States and all through the world. Food contamination can cause upsetting and in some cases dangerous issues in people. Individuals that have eaten tainted food might be sans manifestation or have indications going from intestinal uneasiness to serious lack of hydration and bleeding looseness of the bowels. The accompanying microscopic organisms can cause food contamination; Campylobacter, Shigella, E.Coli, and Salmonella. The Salmonella family contains more than 2,300 serotypes of microorganisms. A serotype is a gathering of microorganism, infections, and cells characterized together dependent on their phone surface antigens. Salmonella is a Gram-negative, pole formed, flogged and motile bacterium. Salmonella is found in the gastrointestinal tract of fish, turtles, snakes, reptiles, gerbils, hamsters, different rodents and people. Contamination can likewise be spread from individual to - individual. Salmonellosis is a zoonotic malady that can spread from creatures to people. Salmonellosis can be spread by eating uncooked pork, chicken, hamburger, and fish. Salmonellosis can likewise be spread by eating polluted food with Salmonella. Manifestations are wicked or watery looseness of the bowels, stomach cramps, hurling, fever, cerebral pain, chills, sweats, weariness, and an absence of craving. On the off chance that the contamination is extreme the individual may be given anti-infection agents. The dang ers of Salmonellosis are the loss of body liquids, parchedness, stun, and demise. Solutions for Salmonellosis rely upon side effects. Cures are anti-infection agents, rest, eating a flat eating regimen, and drinking a lot of liquids. There are three high hazard gatherings: newborn children, individuals over the age of 60, and individuals with traded off safe frameworks. Salmonella microbes can likewise cause Typhoid Fever. Typhoid Fever can be cause by two sorts of Salmonella microscopic organisms: Salmonella typhi microbes and Salmonella paratyphi. Typhoid Fever is shrunk by the ingestion of the Salmonella microorganisms in debased food or water. Patients with intense ailment can defile the encompassing water flexibly however stool. The stool contains high focus microbes. Patients can be delegated Long-Term Carriers in the event that they have a gentle contamination and it go unrecognized. The microscopic organisms repeats in the gallbladder, bile pipes, or liver and goes into the inside. The microscopic organisms can get by for quite a long time in water or dried sewage. Manifestations of Typhoid Fever are high temperature, chest uneasiness, midsection inconvenience, cerebral pains, laziness, poor hunger, promotion looseness of the bowels. Typhoid Fever is resolved through a stool culture. Typhoid Fever is treated with Antibiotics. There are a few researchers doing explore on the Salmonella microscopic organisms. There are a progression of investigations that are being directed abroad the International Spaceship that may prompt immunization against Salmonellosis from Salmonella microbes. Researchers at the USDA Agricultural Research Service have built up a poultry immunization for certain strains of Salmonella in poultry. The investigation of how Salmonella defiles powder baby equation has assisted them to make quality confirmation methods, with helping forestall pollution of Powder Infant Formula. Researchers are attempting to utilize Salmonella as solution for hypoxia to help the in treatment of malignant growth. There are a gathering of researchers in Morocco that did an investigation on food tests from Morocco to decide whether the food they were eating contained Salmonella. There are a progression of analyses that are being directed abroad the International Space that may prompt immunization against Salmonellosis from Salmonella microbes. Dr. Cheryl Nickerson has delivered considers that have demonstrated that Salmonella turns out to be increasingly destructive in weightlessness condition. Salmonellas harmfulness can be controlled like an on and off switch. NASA began these investigations since they were worried about their space travelers being progressively vulnerable to food contamination because of their debilitated insusceptible frameworks. Debilitated resistant frameworks are because of microgravity. Analysts found that microgravity changes Salmonella. The researchers can utilize this data from space on Earth on the grounds that the earth inside the digestion tracts is like the weightlessness in space. Another Scientist, Professor Timothy Hammond, is seeking after an immunization dependent on the hereditary changes found in the space-borne microsc opic organisms. There are a progression of trials that are being led abroad the International Space that may prompt antibody against Salmonellosis from Salmonella microbes. (Klotz, 2009) Researchers at the USDA Agricultural Research Service built up a poultry antibody to decrease the spread Salmonella enteritidis (S.enteritis) disease among herds. S.enteritis is a serotype of Salmonella .This current pandemic is brought about by egg-borne Salmonellosis. Egg-Borne Salmonellosis is caused to unblemished and sanitized evaluation An eggs in light of the fact that S.enteritidis taints the ovaries quietly. This taints the hens eggs. The immunization diminishes shedding ten to forty percent more adequately than the three business antibodies that are right now being utilized. The antibody diminishes the measure of S.enteritidis that is situated in the fowls stomach related tract that dispenses with the pathogen shedding in the winged animals excrement. The antibody likewise dispenses with the pathogen intrusion of the feathered creatures interior organs. The antibody is an exploratory oil emulsion immunization. This immunization is not the same as business arrangements since it expands explicit degrees of antibodies in the stomach related tract which diminishes the Salmonella in the hens intestinal tract and forestalls contamination of eggs and illness of transmission. In this examination study, the antibody was regulated to the fowls subcutaneously in two portions four to about a month and a half separated before presenting the flying creatures to S.enteritidis. Analysts performed exacting measures to guarantee that there are no different pathogens were available in the hens previously and during the examination. During the 1970s, fastidious methodology for cleaning and investigating eggs were actualized to lessen Salmonellosis. Salmonellosis is brought about by the outside fecal tainting of egg shells. S.enteritidis turned into a general wellbeing worry during the 1980s. The pathogen attacks poultry which can make hurt the conceptive organs that can prompt tainting of the eggs. During the 1990s, researchers began to create poultry immunizations again st S.enteritidis. As of now, twenty-5,000,000 dosages of S.enteritidis antibody are utilized every year. (Smith, 2006) Powdered Infant Formula (PIF) is certifiably not a sterile item and might be polluted with pathogens that can cause genuine ailment in newborn children (youngsters matured <1 year). One pathogen that has been found is Salmonella. In the United States, the occurrence of Salmonellosis among newborn children are 121.6 laboratory㠢â‚ ¬Ã¢ confirmed contaminations per 100,000 babies in the United States, 181 cases for each 100,000 newborn children in the United Kingdom, and 92.8 cases per 100,000 babies in Israel. Salmonella that has sullied dried milk items have cause archived flare-ups since the mid 1950s in the United Kingdom and Bulgaria. In 1966, there was a multistate episode of Salmonella contamination which basically influenced newborn children. The episode examination connected the disease utilization of dried milk to one producer. The pollutions happened in the shower driers. In 1973, Salmonellosis happened in Trinidad which tainted 3,000 newborn children. The examinatio n connected the sickness to the utilization of seven brands of powdered milk that where bundled at a similar preparing plant. In 1977, there was another episode of Salmonella in Australia that was connected to defiled PIF. Postulations episodes were brought about by polluted splash driers. These occurrences prompted the execution of precaution estimates which decreased Salmonella tainting from 1.9% in 1976 to 0.01% in 1988. There were six additional episodes of Salmonella disease related with PIF during 1985 to 2005. These episodes happened in United Kingdom (1985), United States and Canada (1993), United Kingdom and France (1996-1997), Korea (2000), United States (2001), and Asia, Africa, Oceania, and other European nations (2007). In the flare-up of Salmonella in the United Kingdom (1985), the tainting was followed to issues in the shower drier and a low grouping of salmonellae was found in the powder. The flare-up of Salmonella in United States and Canada (1993) was brought about by lactose aging strains of Salmonella. The episode of the United Kingdom and France (1996-1997) was brought about by atomic subtyping was utilized to explicitly distinguish the plague. The flare-up in Korea (2000) was brought about by spore defilement. It was too hard to even think about determining if the spore sullying happened previously or in the wake of opening the holder. The episode that happened in United States (2001) was hard to decide how the tainting happened. The pollution happened in the arrangement room of the medical clinic. The flare-up of Asia, Africa, Oceania, and other European nations (2007) was brought about by Salmonella Agona. As of now, the PIF business can't create sterile PIF. There are quality affirmation methods that have been built up to help forestall defiled PIF. Coming up next are a few techniques that may forestall Salmonella pollution: not permitting passage of Salmonellae in the assembling condition, maintaining a strategic distance from replica tion of Salmonellae if there should be an occurrence of section, making clean hardware and cleanliness zones, and just utilizing dry-blended fixings that are liberated from Salmonellae. Parental figures should be wary when putting away and taking care of PIF to newborn children. (Cahill, 2008) Hypoxia is a typical quality of human tumors. It can influence the anticipation of malignant growth patients. Hypoxia is the point at which the body overall or a specific district on the body is denied of sufficient oxygen flexibly. On the off chance that a solution for hypoxia is discovered this could improve malignant growth treatment. An antibody strain of Salmonella choleraesuis was utilized as a live vector for conveying DNA immunizations. In the examination, S. choleraesuis was u

Film Analysis A Clockwork Orange Essay Example

Film Analysis A Clockwork Orange Essay A Clockwork Orange (1971) coordinated by Stanley Kubrick, in view of Anthony Burgess’ 1962 novel, is a clique great and mental chiller. The film is situated in future Britain, wrongdoing ridden and punks running amuck, and bases on 17-year-old sociopath, Alex. He is a pained kid, regularly playing hooky after late night runs with his colleagues Pete, Georgie and Dim; the group circumvents ambushing vagrants, breaking into homes to assault lady, take and vandalize.After Alex is imprisoned for attacking, and later discovering, killing a lady in her home, he is imprisoned and picked as a conduct modifier guinea pig and adapted to detest â€Å"ultraviolence†. Tossed again into the world, totally changed and unprotected, Alex becomes casualty to his past wrongdoings. Alex’s life is governed by the id. He lives for moment delight of his needs and needs. Alex needs both and inner self and a super-sense of self. He doesn't have ethics. Alex and his pack violently beat a vagrant, and battled another opponent group, nearly to death. While beating a man, he was happily singing and moving to â€Å"Dancing in the Rain† and afterward continued to assault a lady. That very night, he went to the nearby â€Å"milk bar† (milk is bound with drugs) and demonstrated no regret for what he had done. His super-sense of self is non-existent so his inner self has nothing to separate from and is totally constrained by the id. All through the entire film, Alex never shows regret. He says that he’s changed during the conduct alteration tests, yet it was uniquely to stop the analysis. We will compose a custom paper test on Film Analysis A Clockwork Orange explicitly for you for just $16.38 $13.9/page Request now We will compose a custom article test on Film Analysis A Clockwork Orange explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer We will compose a custom article test on Film Analysis A Clockwork Orange explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer Alex has Narcissistic Personality Disorder, he is self-fixated, he is the storyteller of the story, and feels no empathy for others outside of his very own benefit. He utilizes his appeal and great hopes to charm ladies and make other’s understand him.He is an ace controller and harsh to his companions. He even at one point whips George with a stick and cuts Dim’s hand with a blade simply on the grounds that they su

A Hack and Advice

A Hack and Advice My dorm, Burton-Conner, has a great view of the both domes from just outside the front entrance. This was highly convenient this morning because when I walked out of my dorm to head to Physics I noticed something strange. What are those pokey things on the small dome? I hastened my way towards physics and while passing the student center I realized what they were. Birthday candles! Last night hackers snuck onto the small dome and installed giant birthday candles. Happy Birthday J. Arthur Random! Kudos hackers, well done. Now, for the advice. The summer before I came to MIT I spent working full time and trying to get ready for life on the east coast. This meant learning about weather, types of stores that would be there, and what I needed to take to my dorm. I was discussing this with Sara 11, MA born and raised, and quickly began to realize that Boston has a bunch of random little quirks about it that nobody but a resident would ever know. Thats cool, Boston people are unique and have special traditions, but its not so fun for the tourist and the non-native because all it takes is mispronouncing Worcester once and youre instantly red-flagged. Anywho, Sara was explaining some stuff to me and she mentioned a couple of songs. I believe her words were: If youre going to live in Boston you need to listen to Tessie and Im Shipping Up to Boston. A lot. Id never heard of these two songs, so I downloaded them and proceeded to listen to them. A lot. Im glad I did, because its one of the few Bostonian things that actually feel like I know about over a lot of my classmates. Granted, by now weve all listened to Dropkick Murphys (the band that plays the two songs) but at the beginning of the year I felt special. So, prefrosh, or anybody who ever plans on coming to Boston, heres my advice. Listen to the Dropkick Murphyss Tessie and Im Shipping up to Boston. A lot. Ive included some YouTube videos in case youre too lazy to go download these songs. Im Shipping Up To Boston Tessie Actually, the other day I was heading off to class and as I was leaving the dorm I realized that I was being very Boston. Dressed for cold, I was listening to Tessie on my iPod and drinking a World Series edition of a coke. Thats all, have a nice day. [Post updated to include information about the hack, thanks for tips in the comments]

Greater Writer of the English Language William...

Shakespeare arguably had some of the most bewildering language in all of literacy. His creativity and English ingenuity granted him to be considered the greatest writer of the English Language. Unfortunately, Pete Langman feels Shakespeare is far too difficult for the majority of schoolchildren. He feels that making them struggle through it just because Shakespeare is this great, shinning cultural icon simply alienates them, makes them hate the man, hate the plays, while giving them the sneaking suspicion that high culture excludes them. Langman feels that everyone might do better if they embrace the fact that Shakespeare is tough and accept the fact that it’s too difficult for some people and should be taught until they reach the†¦show more content†¦Hamlet in this soliloquy is conveying, who would put up with all life’s humiliations, the abuse from superiors, and the insults of arrogant men. This correlates to what these young students are going to learn lat er on in life and something they need to prepare for. They need to understand how society is and Shakespeare does a good job in introducing this in his play. To some students this may be a bit early for them, but it’s better for students to be introduced to death early then later. In this excerpt from Hamlets Soliloquy, â€Å"The undiscovered country form whose bourn no traveler returns, puzzles the will and makes us rather bear those ills we have than fly to others that we know not of? Thus conscience does make cowards of us all†¦Ã¢â‚¬  Act 3 Scene 1 Lines 85-90. In this quote from Hamlet, Shakespeare is describing how we really don’t understand what’s waiting for us after death and how people are scared of death. This is a question that even amongst mature adults still can’t answer and it’s something students should spend some time on and ponder. In sum, Pete Langman had some interesting points and pointed out things that people have wonde red for years. Maybe it is too difficult for school children and maybe it isn’t, but it’s good to have a different perspective on things in order to point out what others might have overlooked. If something gets tough pushing it till later on won’t make it easier, it might make you understand it a littleShow MoreRelatedEssay about Ben Johnson and William Shakespeare 1275 Words   |  6 Pagesweaknesses and despite them still finds joy in your company. A friend can also serve as a muse that inspires a person to greater heights. Ben Jonson and William Shakespeare had an enduring friendship that was intertwined with threads of rivalry (Ben Jonson). These men shared a common love of writing and both would impact the literary world in different ways. Ben Jonson and William Shakespeare had different experiences in life, styles of writing but both would leave a lasting mark on the literary world. 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William Shakespeare is credited to be a wordsmith ahead of his time for crafting some of the most well known works in literature, Emily Dickinson is considered one of America’s leading female poets of the 1800s, and John Donne is recognizedRead MoreShakespeare vs Dryden3975 Words   |  16 Pag es COMPARATIVE STUDY Introduction:- The following study is based on the plays Antony and Cleopatra which is written by William Shakespeare and All for Love which is written by John Dryden. Both writers are the most prominent playwrights in the history of English literature. We can see that both writers through their respective works have focused on the relationship between two prominent characters of the ancient world- Marc Antony, who was a Roman ruler and

America And The Soviet Union - 1560 Words

America and the Soviet Union were on the brink of world destruction. The Cold War was one of the most frightening times in American history but strangely the difference between the cold war and the other major wars was the two superpowers in the United States of America and the Soviet Union never actually fought in any battle or had attacked the other through the long 50 years. It affected many people from the fear of destruction, the wave of patriotism in people for their country, and to the wave of people wanting more from the government and wanting a drastic change. It also forced America to change its ideals on their foreign policies and had America get more involved in foreign affairs and move away from their idea of isolation. The cold war also gave way to the rise of unions and the wave of worker rights. The effect of the Cold War has affected American culture and policies into the system and style of life we live in today. There were many situations during the Cold War that could have ended in nuclear destruction. The cuban revolution was the main problem that created many situations and problems for the United States. With Castro coming into power and creating a communist government Russia now had an ally close to the United States creating the cuban missile crisis. The cuban missile crisis created so much histeria because it gave the U.S a taste of their own medicine. The American government spent so much time and money trying to contain communism and never had toShow MoreRelatedThe Soviet Union And Capitalist America2090 Words   |  9 Pagesiron curtain has descended across the Continent.† The Cold War placed most of the post-war world into a perpetual state of paranoia and dramatically rose tensions between both world powers and their respective ideologies; the Communist Soviet Union and Capitalist America. 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Various pieces of propaganda and articles written during the time had largely impacted American popular opinion and had powerful effects on the culture among young men and women of the 1940’s and 1950’s . â€Å"The Red Iceberg† comic book cover, published and presented during the Cold War era, was one use of media thatRead More International Criminal Justice Between Soviet Union, Afghanistan, and America2617 Words   |  11 PagesInternational Aggression: The scope of International Criminal Justice Through the years, the overt and covert conflicts between the United States and the former Soviet Union was often coined in terms of international aggression. The Soviet invasions of Afghanistan lead to a renewal of Cold War hostility between the Soviet Union and America. Afghanistan made headlines in 1979 as it brought to the forefront, the Cold War sentiments with the continued efforts of then U.S.S.R. to spread communism. 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Identification and Evaluation of Sources Stalin’s Curse This historical investigation assesses the following question: To what extent did Joseph Stalin cause tension between the United States of America and the Union of Soviet Socialist Republics during the World War II era? To grasp the true cause of the Cold War, research must include insight into separate ideals believed by each; the will of communism spread vs the will of capitalism to contain it; the anxiety of nuclear war; and the presidencyRead MoreThe Cold War Was A Continuation Of Colonialism1293 Words   |  6 Pages1945 to Soviet Union falling in 1991, the Cold War had a major influence in international affairs. It was a continuous competition between the United States and the Soviet Union. Arne Westad argues that â€Å"the Cold War was a continuation of colonialism through slightly different means† (Westad, 396). I believe this statement is a description of World War II’s colonialism ways transitioning onto another international conflict; the Cold War. The Cold War began as a disagreement between the Soviet UnionRead MoreThe Cold War Essay1245 Words   |  5 Pageshad America not decided on the course of actions that it took, the possibility of there being World War three would have become reality. At this time in history there was an arm’s race between the Soviet Union and America, neither wanting to be the underdog. Fidel Castro, the Prime minister of Cuba at that time (later to become President) asked for assistance from the Soviet Union to help shield it from possible American invasion. There was a treaty between the two countries. The Soviet Union; aware

Carib Notes Free Essays

TOPIC Dancehall music STATEMENT OF PROBLEM An investigation into the impact of dancehall music on the values and attitudes of teenagers between the ages 14-18years at Manchester High School. RESEARCH QUESTIONS 1. What is dancehall music? 2. We will write a custom essay sample on Carib Notes or any similar topic only for you Order Now What effects does dancehall music have on the attitudes and values of youth at Manchester High School? 3. Where dancehall music has a negative effect on the attitudes and values of teenagers, what measures can be implemented to alleviate this problem? 1) Male Female 2) Age: 13- 15 16- 18 19- 21 22- 24 25- 27 28- 30 3) Do you listen to dancehall music? YES NO 4) Which of the following options best describes your reason for listening to dancehall I enjoy it The music speaks about reality I don’t know I grew up hearing it Other ________________________________________†¦ 5) How often do you listen to dancehall music? ________________________________________†¦Ã‚   6) Who is your favourite dancehall artist ________________________________________†¦ 7) What is your favourite dancehall song ________________________________________†¦ 8) Do you have a job? YES NO 9) How would you describe your performance in school? Excellent Good Average Fair Satisfactory Unsatisfactory 10) Are you sexually active? YES NO 11) Do you believe that sexual content of some dancehall songs influence your sexuality   Agree Strongly agree Disagree Strongly Disagree 12) What do you think about homosexuality ________________________________________†¦ 13) Do you think that Dancehall music perpetuates crime and violence within the Jamaican society? YES NO   14) Do you believe that most dancehall songs degrade women? YES NO   15) Do you believe that dancehall music strongly impacts your view of gender roles within the society? YES NO 16) How to cite Carib Notes, Essay examples

My Family Essay Summary Example For Students

My Family Essay Summary What is family like these days? Family has changed throughout time and it is different from the past couple years. I have a sizable family that consists of six sisters and both of my parents. Luckily, we have no brothers, but it does consist of my aunt and uncle and their two little girls. It is a little complicated to have all sisters because my parents try to buy us similar things and they always seem to like one sibling better than the other one. Both of my parents are strict but mostly my dad. My mom is more relax than my dad. My dad is a hard headed and so are all my sisters even myself too. All my sisters look like my mom more than my dad and I am more stubborn than the rest of my family. The rest of my sisters are more kind and caring people rather than myself. I have a love and hate relationship with my family, most of the time, when they are in their best behavior. My family is strong and sticks together because of their unconditional love, support and their friendship that they offer each other, no matter what happens because that is why families are. Unconditional love is one important part of a strong family that keeps the connection strong. It is important because it keeps the bond with every single member of the family. We have a lot of ups and downs in my family, but because of the unconditional love it keeps us stronger and prepares us for the obstacles yet to come. This is especially true in my family. For example, my family has always given me their unconditional love whether I ask for it or not because they make sure I know that they love me for whom I am. Sometimes I will argue with my mom or my older sisters about issues that may not be so important, but I end hurting their feeling because of how I said it. If that unconditional love we have towards one another were not there, my family would not love me no matter what I say to them. It made me realize that they love me no matter all the hurtful things I have said to them. It made me appreciate them more because they accept me for who I am and would not give up on me. When it comes to my family we have arguments like any normal family but the difference is that we never disrespect one another or fight as a family in front of people. It is hard for me to show them my love towards them, but they know that I would always love them unconditionally for the rest of my life. Having six girls in the family is hard because of the favoritism my parents have towards one sibling yet they do not admit it because in their eyes they love us all the same. When it comes to support, I can count on my family, whether it is emotionally, physically or financially. I guess my family is strong in supporting and showing their love towards me. One time I could not afford to buy two books for my psychology and math class so they ended up buying the books I needed. When I went to college in Sacramento my parents supported my decision and never questioned why I chose to go that particular college they just showed me their support even if it meant they wouldn’t be able to see me everyday and know how I am doing. When I am feeling sad or sick I call home and my mom gives me emotional support and advice. .u51b593731077d0f22ae1191a396e1d65 , .u51b593731077d0f22ae1191a396e1d65 .postImageUrl , .u51b593731077d0f22ae1191a396e1d65 .centered-text-area { min-height: 80px; position: relative; } .u51b593731077d0f22ae1191a396e1d65 , .u51b593731077d0f22ae1191a396e1d65:hover , .u51b593731077d0f22ae1191a396e1d65:visited , .u51b593731077d0f22ae1191a396e1d65:active { border:0!important; } .u51b593731077d0f22ae1191a396e1d65 .clearfix:after { content: ""; display: table; clear: both; } .u51b593731077d0f22ae1191a396e1d65 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u51b593731077d0f22ae1191a396e1d65:active , .u51b593731077d0f22ae1191a396e1d65:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u51b593731077d0f22ae1191a396e1d65 .centered-text-area { width: 100%; position: relative ; } .u51b593731077d0f22ae1191a396e1d65 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u51b593731077d0f22ae1191a396e1d65 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u51b593731077d0f22ae1191a396e1d65 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u51b593731077d0f22ae1191a396e1d65:hover .ctaButton { background-color: #34495E!important; } .u51b593731077d0f22ae1191a396e1d65 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u51b593731077d0f22ae1191a396e1d65 .u51b593731077d0f22ae1191a396e1d65-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u51b593731077d0f22ae1191a396e1d65:after { content: ""; display: block; clear: both; } READ: The Cave and the Matrix EssayShe would say that we would soon see each other and to hang in for a little while longer. I do the same thing back to my parents when they need help with anything. I will always have their back and be supported by it. If my family were not strong enough, there would not be any type of support for my sisters or me. I count with their unconditional support is what makes me and my sister bond even more at the end of each day and makes us thankful that we have one another to count on no matter what unintelligent things we might end up doing. Many parents try to be or would hope to be their children best friend. I can say so myself that I have a unique friendship with everyone in my family, whether we talk about guys, school, music, friends, or anything in particular. The best part of being able to have a friendship with your family is that, no matter what you tell them, they always seem to stick around and not be judgmental about it. Another thing in having a friendship with my family is that we established trust and better communication towards one another. The friendship I have with my mother is different from my father because my mother pays attention to my problems, yet when I talk to my father he doesn’t give me a lot of his attention because he works most of the time. I do not spend too much quality time with my father because most of his time he is working at Metal Coaters in Rancho Cucamonga. I still have his friendship and he is usually my partner in crime most of the time. The friendship I have with my younger sisters is differently than the older ones. I usually don’t tell them much of my life just because I would have to find a way to correctly tell them what I am talking about. My younger sisters still do not understand what I say and would ask me to repeat it over. My smaller sisters I have a more caring friendship and I have to be careful on how I talk to them about certain things; I bond with my younger sisters more than my older sisters. In conclusion, every family is different and does everything differently, whether if they have unconditional support, love or something else. I would consider my family to be strong like crazy glues because no matter what happens we always get up stronger and our love never ends. I have support, friendship and unconditional love from every single member of my family and I love them to death, even when they make me annoyed. I can always count on them that they would always be there. I have learned how to appreciate the family that I have and make the best of it because at the end my family would always stick around and no one else will. In my eyes, I equally love my family and at the same time hate that they love me no matter what happens.

Affirmative Action Essays (1644 words) - Social Inequality

Affirmative Action AFFIRMATIVE ACTION INTRODUCTION Affirmative action is the name of an American social practice through which members of historically disadvantaged racial and/or ethnic groups are given preferential treatment in an effort to compensate for past harm caused to their ancestors. For thirty years, affirmative action was carefully shielded from open, honest evaluation while it simultaneously grew more pervasive along with the federal bureaucracy and welfare state. The recent political upheaval caused by the Republican takeover of Congress in 1994 has opened the door for opponents of affirmative action programs to successfully pursue their gradual elimination. If affirmative action is to continue as an American institution, its supporters must be willing to listen to frank criticisms of affirmative action's shortcomings. Nevertheless, affirmative action programs remain an endangered species. II. HISTORICAL CONCEPT Affirmative action programs were initiated by President Lyndon B. Johnson in 1965 to correct past discrimination. Its purpose was to actively seek out black candidates for jobs, college, or promotions, without treating them differently in the decision to hire, admit, or promote. In the 1970s, however, affirmative action took on a new meaning as good-faith efforts to recruit blacks would not withstand a Title VII challenge of the Civil Rights Act of 1964. Employers and admission committees had to actually hire or admit black applicants to withstand challenges of racial discrimination (Rodrigue, 1995). The strategy most frequently employed was to select the best available black candidate even if the best was not good enough for the position. The rationale most frequently given for affirmative-action programs is ?the principal of compensatory justice? This principle states that whenever an injustice has been committed, just compensation or reparation must be made to the injured party. It is this principle that is the rationale behind the tort law's compensating victims for infers for individual harms. This principle also explains why German paid Jews for the harms caused in World War II and why American Indians should be compensated for the past unjust deprivation of their trivial land. Indeed, affirmative action means taking measures that go beyond merely ceasing or avoiding discrimination; it means taking measures that attempt to undo or compensate for the effects of past discrimination. The principle is encountered in several major categories of discrimination areas-most notably employment and education, but also such areas as housing and government contracting. In this way we can say that affirmative action programs help support the principle of equality of citizens that is a defining feature of democracy. III. THE ROLE OF HR IN AFFIRMATIVE ACTION PROGRAMS Equal Employment Opportunity means that an HR manager will; ? provide equal access to all available jobs, training, and promotional opportunities ? provide similar benefits and services to everyone ? apply all policies and practices consistently to applicants and staff ? do not differentiate among applicants or employees on the basis of race, color, national origin, religion, sex, physical or mental disability, or sexual orientation In other words, EEO forbids employment discrimination. It requires the elimination of any bias in personnel activities. However, if we take a look at the nature of affirmative action policies, they do not promote democracy. Indeed, in n employment, for example, two basic categories of affirmative action can be identified: (1) coercive and (2) voluntary. Coercive plans, in turn, fall into two groups: plans imposed as a condition of government contracts or grants; and court-imposed remedies under Title VII of the Civil Act of 1964 (42 U.S.C.A 2000e et sequ.). Voluntary plans are those adopted by an employer, university, or the like, when under no direct legal compulsion to do so. The earliest affirmative action plans were concerned with race, but plans now frequently extend to sex, national origin, and religion (Rodrigue, 1995). Over the past thirty years, affirmative action programs initiated by the Civil Rights Act of 1964 have grown into ?. . . a web of racial and gender preferences touch[ing] all federal departments, according to a recent congressional report.? When Senator Robert Dole asked for a list of race-related federal policies, ?He got back a 32-page report listing roughly 160 laws, regulations or executive orders.? (Rodrigue, 1995). This issue has been viewed as not being a true champion of democracy, as Democrats use it against Republicans. It does take race

East. St. Lousi Essay

East. St. Lousi Essay East. St. Lousi Essay Putting it Together Soc 390 April 25, 2013 East St. Louis Illinois is promoted, by their Mayer in his website address, as a â€Å"great place to live, to work, to do business, and to raise a family† (2011:245). This statement seems contradictory to the statistics showing that population has declined by one third since 1950 while unemployment is estimated at over 50% (2011:245). This paper will examine the historical and current neighborhoods, job opportunities, and family structures of East St. Louis by using the theories of Massey and Denton, Cohen, and Stack. It will also examine why poverty continues to increase and provide argument that a major reform in social policy must take place to dismantle this perpetuating cycle. To understand what changes must be made, a brief overview of the history of East St. Louis is necessary. Neighborhoods In the early twentieth century, East St. Louis was an all American city. People from varied backgrounds were flooding towards this industrial hot spot in search of work that was abundant. People were building houses and raising families in the quiet suburbs of St. Louis city. Children were free to play in the well-manicured public spaces. Couples could take evening strolls and listen to the music playing in the nightclubs and plenty of small businesses lined the streets (2011:36). However, with the political interest of this city being geared towards industry, this residential paradise would soon take a turn for the worse. Today, East St. Louis is hardly recognizable to the residents of its past. The once thriving businesses are closed and the buildings are uninhibited. The streets are littered with trash and rubble from the decay of the old structures (2011:39). Vandalism and crime have taken over in most of the public spaces. The current residents of this city are now left to dea l with the fallout of this abandoned landmark. This situation can be seen time and time again in cities across the nation. As discussed in Streetwise, the village of Northton went through a similar transformation during World War II (1990:56). The influx of jobs brought desirability to the village and in turn attracted lower income families, the unemployed. When poverty moved into the area, the wealthy and middle class residents moved out. â€Å"The out-migration of middle class families from ghetto areas left behind a destitute community lacking the institutions, resources, and values necessary for success in post-industrial society†(1993:7). This quote is an exact reflection of what took place in East St. Louis in the 1960’s. After the civil rights movement, black families found increasing opportunities for advancement and started a migration towards better neighborhoods. Consequently, white residents started to flee in the late 1960’s (Nunes, 1998). The white industrial workers started noticing the overflow of black families from Brooklyn encroaching on the Northern border of East St. Louis. This migration caused white families to leave their house as well as their job thus providing more resources for black families moving in, white flight. Slowly the white-owned industries lost interest in the area and started phasing out. The middle class blacks followed suit and left only the low income blac k families within the city. The possibility of escaping this abandoned city is very unlikely without financial resources. Even the middle class families that can successfully make it out of the ghettos are faced with a highly segregated housing market (1993:9). Culture of poverty theorists cite poor work ethics and morals as the downfall of the city and maintained that these traits carry across generations (Hamer 56). However, others cite changes in welfare policy concentrating on removing the poor from welfare rolls and forcing them into low wage labor as â€Å"welfare racism† (Hamer 57). Personally I believe we can reform the welfare system to remove the negative effects without abandoning the impoverished. Again,

Collective Bargaining Assignment Example | Topics and Well Written Essays - 1000 words

Collective Bargaining - Assignment Example Just like many cities in the United States of America Seattle was seeking to have the minimum wage for their worker increased to fifteen dollars per hour. Once the minimum wage is raised, then the local government would have an easier time supporting families that are not so stable as a result of their income. One might feel that such an increment would negatively affect the business owners but on the contrary the businesses would register higher profits due to increased productivity of their products. This is because once the employees’ salaries are increased then they would have been motivated and hence work more efficiently (White, 2014). Fast food workers and those in their support staged strikes outside their places of work and into the roads to protests what they felt was a violation of their rights since they worked but felt that their salaries did not match their work and the standard of living in Seattle. According to White (2014), another reason as to why there was a strike in Seattle was because people were losing their jobs yet a report indicated that the state had witnessed an increase in its income. The report that was published indicated that Seattle had gained over five thousand industry jobs yet over five hundred people had lost their jobs. In Seattle’s magazine it was stated that most of the restaurants had started closing don but one would argue that statement because a many restaurants had closed down in the past for different reasons. Both sides had their various opinions on the subject matter.

Accounting fraud Coursework Example | Topics and Well Written Essays - 500 words

Accounting fraud - Coursework Example The aspect of Fair Value Accounting is being used differently all over the world but it was wrongly used in Enron because it was not being checked upon by the relevant authorities. It becomes necessary for the regulation bodies to keep a check upon any such activity that is being carried out by the different companies. All these examples will help me in avoiding these issues while pursuing my career so that these kinds of fraudulent activities are completely eradicated from the society. In my view accounting fraud is related to any act that conceals the facts relating to the finances of the company. This concealment of facts can lead the potential buyers to be interested in the company and hence the shares of the company. Another example of accounting fraud can be taken in the case of companies who deliberately delay their financial bookings to an appropriate time in the future where they may balance out the profits. This specifically means that the company would cross out the transactions that are decreasing their total worth. This transaction can later on be put to the journals when the company has enough to overshadow the losses. This can help the company to gain shares and increase their market value as Enron was able to do and achieve higher profits than they actually deserved. In other words this practice can co-relate to the accounting frauds that can easily take place in the absence of the regulatory bodies. I believe that the companies can take different measures to avoid fraudulent activities that are being conducted. This revolves around the hierarchy of the company and the management is primarily responsible for any type of fraudulent activity that is taking place in the company. The managers should be held responsible for any omission or suppression of the transactions in the journals. This way the managers would be careful when handling their employees

Porters Diamond Theory Analysis

Porters Diamond Theory Analysis CRITICALLY ANALYSE PORTERS DIAMOND THEORY. APPLY IT TO EXPLAIN THE INTERNATIONAL COMPETITIVENESS OF AN INDUSTRY OF YOUR HOME COUNTRY. Overview of Porters theoretical perspective The theory of Porter is a study which works as a tradition that is related to the neo-classical economics with the nature of self adjusting nature of markets. The theory of Porter places innovation and industrialisation of geographic which is one of the number of theories for competitive advantages which aims at the process and development (OConnell et al., 1997). The industries which work within the nations are focused by the Porters theory. Competitive advantage is given by the home nation with certain characteristics and concentration of geographic and this process is enhanced by the rivalries. The systemic character of the Porters Diamond Model is shown in Figure 1 which outlines the components of it. Although, determinant of diamond theory interact each other but the systemic natures variable in diamond theory. The arguments on two elements are raised by the Porter which are concentration of industry geographic and the domestic rivalry and these two elements has simply a great power to make a system by changing this diamond. It promotes the entire national diamond upgrading because of this domestic rivalry. The Porter theory translates it into system because of its magnifying principle of the interactions in the geographic concentration. The final stage of the Diamond Porters Model is the linkage between the industries and it promotes clustering to the systemic nature (Clancy et.al., 1999). Competitive Advantage, Marketing and Porter: Any firm which achieve success is known as Competitive advantage which is not a domain of any of the single academic discipline in it. Thus through a review which reveals that marketing plays a central role in building up a competitive advantage. A number of popular approaches include: strong market positions with products and services are not easily substituted, entry- barriers, strong bargaining position, balanced portfolios; mobility barriers; core competencies, innovation and speed or time based competition (Eccles and Nohria, 1992). Here security in market positions, maintains the stable flow and enhance the emphasis of predominance. As per within the organisations, competitive advantages is first related to the marketing function. The work of Michael Porter exaggerated marketing as an extensive in order to address competitive advantage. Porters five model (Porter, 1985) provides the basis for structural analysis of industries in most texts (Baker, 1992; Bradley, 1995). The doma in of macro- economists was aimed in such a way that was highly popularised by the Porters model, mainly the study of competitiveness. This shows that the study of firm advantage needs to take place in the context of a national environment. The name Diamond was tagged for four determinants (and 2 exogenous variables) which was conceptualised by the national environment. Thus, increasingly, marketing courses and texts incorporate the diamond as part of the analysis of industry (Baker, 1992). The important innovation in Porters work for business researchers across various sectors is a translation into a framework of ideas and concepts from different fields. The dynamic and evolutionary view represents the model as the creation of firm advantage depending upon a number of traditions; for example- the theory is based upon the resource and industrial organisational economics. Porter not only provides a point of reference for analysing the research but also a model for strategy research. Analysis with Porters Diamond Framework: The enabling environment providing the competitiveness only helps the firms to leverage its competitive advantage whose are supporting the activities of the firms. Porters Diamond theory reflected all these fundamental concepts in its model and in every question put by the Porter lies under the elements which are categories under four in his model. He considered that the companys analysis should not be done by the approach of backward looking but should be considered by the view of looking forward. But this forward looking approach creates an idealistic scenario rather creating of an realistic approach. Although taking into consideration the future perspective, an assumption is being mounted by Porter, the Diamond Model functionality accommodates experiences of the past which indicates the flexibility. Thus, the model is created considering the perspective to be balanced which combines the past experiences with the future expectations. In the four elements of the analysis one more el ement Government is added as this element plays a vital role in competitive environment nationally for the industry. Indian Shrimp Industry on Porters Framework: In the world of Shrimp productions India occupies top five positions. After china in the production of aquaculture it is the second largest producer of aquaculture. Contribution of aquaculture is 21.56% by volume and by value its 49.76% of overall seafood export production whereas by volume of farmed shrimps it contributes 76% and 83% by value of exports of shrimps (Rajitha et al., 2006). The current exploitation for shrimp farming in India is only 16% which is out of 1.2 million hectors are available for farming. In the country 90% of the shrimp farming are owned by the farmers of small and marginal levels. The black tiger shrimp is the major cultured spices (Penaeus Monodon). According to the research 58% of the total export values, in the export basket frozen shrimps is the largest items, of which the cultured shrimp shares above 80% (MPEDA, 2006). With the help of Diamond model of Porters the national competitive environment and the Indian shrimp industry van be assessed and is p resented in Figure 1. Strategies of Firm, Rivalry and Structure: The farmers, exports and processors and the allied players are comprised under the Indian shrimp industry. 30 million is the capacity of production average in hatcheries of over 290 shrimp and 30 feed mills with a installed capacity of total annually of 250,000 metric tonnes. From a area of brackish water production of shrimp in India is 1, 43,000 metric tonne within a field of 140,000 hectares (MPEDA, 2006). In the mid 1980s the production of shrimp farming started in India and there is a rapid growth of cultured farming of shrimp through 1990s (Kumar et al, 2004). Only 2.0 hectare area of water is own by the more than 90% of the aqua farmers. In the country farms below 5.0 hectare of the total shrimp area farms occupies 65%. Among the 500 leading companies in India only 10 companies are involved in aquaculture. These 10 companies occupies 1898 hectare of land, of which shrimp farms contributes 758 hectares. The water spread in total is constituted just 0.54% of this which is out of the 140,936 hectare in country is developed for culture of shrimps. On the front of the processor, there could be an either exporter only or the processor cum exporter. The Indian shrimp company has most marginal players except the large player handful. The Indian company of shrimps does not seen interested in foreign investors except Thailand. Except few of the companies like the ITC, Hindustan Liver Ltd etc. most of the companies are oriented family based. The growth which has evolved from the last few decades created this situation. The holdings on an Average basis are small and policy meyaking is fragmented and difficult to make implementations. Factor Conditions: The entire coastal belt of India comprises of 369 freezing plants which are spread over these belts in which India has a v well developed infrastructure. The processing of fish is mainly from exports. India needs to develop its infrastructure for maintaining the quality for leading in the processing facilities. In India one can reduce the production cost easily because of the availability of the cheap labour for the shrimp which is one the amongst all the shrimp producing countries. The women workers are mostly more recruited in shrimp industries because of the dealt skilful hands of the womens workers. Although these womens are not professionally trained but learn how to do the work after bringing them into the factories. The two of the most important factors are rendered in a scenario of flexibility which are support and labour and development support- which are required for the technology development and advancement of knowledge which are presented for good measure. Demand Conditions: According to Porter (1990) one can be demanding if the buyers have an international outlook with the home base buyers. Their demands are really sophisticated and demanding. They need the product to be highly standardised and need to be full of quality. In India, these kind of businesses like exports and marine exports does not exist. These kinds of reasons are responsible for which India does not able to value chain move up. Customers export bulk quantities from India for shrimps and sold it to the other destinations after repackaging like USA, Europe and Japan. Retail packaging is different from export packaging in bulk. After Thailand, India is the second largest shrimps exporter in the world but shrimps of India does not able to create its own brand like Thailand in the global markets. Therefore, the exporters get little exposures because of the less demanding market and hence cannot get the proper international exposure to compete in the international conditions. This lead to the opportunities to be limited and limited challenges in an international competition to understand. In this conditions, exporter just follow certain forms of rules for exports, starts losing the opportunities but learns new facets about international trade and tries to spread the business. Government Interventions: The support and government intervention to the shrimp industry generally comes majorly through Marine Products Export Development Authority (MPEDA) especially for exports, under the government under industries of India and Ministry of Commerce and some of institutions of marine research. The policies related to export are recommended by MPEDA to the Commerce Ministry of the central government and the decisions foe the policies are taken by the MPEDA. In financial institutions this body acts like a liaison agency between prawn and shrimps stakeholders and farmers entrepreneurs and farmers etc. Conclusion: In the conclusion, it is clearly indicated that the government intervention plays a significant element for the study as Porter considered this element to be the choice of optimism. The developing countries generally face these kinds of scenarios. The concepts like international success, national environment and the competitiveness are the concepts who have references of several parameters. Although to understand these kinds of parameters, the theory of flexibility is useful but somehow Porters Diamond Theory also suggests about these parameters. The research showed data about the shrimp industry of India with their business environments. The importance of this essay limits only to the shrimp industry, preliminary understanding of competitiveness of shrimps to various export sectors of India. This competitiveness is in the context of environments to be taken nationally. The scope for the future research is based on the detailed empirical research in the context of diamond model analysis.

Apush Brinkley Chapter 12 Terms

APUSH Chapter 12 Antebellum Culture and Reform Hudson River School – The first great school of American painters, based in New York. The painters portrayed that America’s â€Å"wild nature† made them superior to Europe. Cooper and the American Wilderness – James Fenimore Cooper was the first great American novelist (The Last of the Mohicans, The Deerslayer) His novels â€Å"The Leatherstocking Tales† were a celebration of the American spirit and landscape Ralph Waldo Emerson and Henry D. Thoreau – rejected societal norms as a whole and supported individual independence. Controversial, though they gained many followers.Brook Farm – established by George Ripley as an experimental community in West Roxbury, MA. Individuals would gather to create a new form of social organization, permitting everyone to self-realization. Brook Farm failed but inspired many similar communities. The Oneida Community – one of the most enduring utopian communities. It was declared that all residents were married to all other residents. Women were protected against unwanted childbearing and children were raised communally. Shakerism – commitment to complete celibacy, openly endorsed the idea of sexual equality.Reform Movements – worked on behalf of temperance, education, poor, handicapped, etc Charles Finney – similar to Thoreau/Emerson, said that everyone could find salvation through individual effort. Gained support from women and eventually became very popular and gained a following. Temperance Crusade – against alcohol! Women were in favor. Access to alcohol was growing and with it was abuse. States started passing restriction laws. Phrenology – argued that the shape of a person’s skull determined their character and intelligence. Reforming Education – Horace Mann said that education was the only way to protect democracy.He lengthened the academic year, doubled teachers salaries, and his examples lead to similar institutions in other states. Rehabilitation Reforms – the creation of â€Å"asylums: for criminals and mentally ill. Prisons were also reformed, with tighter restrictions meant to reform the criminals. Many such institutions soon fell victim to over-crowding. American Colonization Society/Failure of Colonization – proposed a gradual manumission of slaves with compensation to their owners. Met resistance from slaved themselves – the antislavery movement was rapidly losing strength.Chapter 13 The Impending Crisis Racial Justification – manifest destiny cited the superiority of â€Å"the American Race† Opposition to Expansion – Henry clay and others feared that territorial expansion would reopen controversy over slavery and threaten the stability of the union Stephen Austin & Texas – A young immigrant from Missouri established the first legal American settlement in Texas in 1822. Mexicans in the region attempted to refute further American immigration but it was too late – by 1835 already 30,000 Americans were established there.San Jacinto – Sam Houston defeated the Mexican army and took Santa Anna prisoner, Mexican government eventually gave up on Texas Opposition to Annexation – Sam Houston offered to join Texas with the rest of the union, northerners opposed acquiring a large new slave territory and increasing the southern votes Oregon – Both Britain and the US claimed the territory but soon significant numbers of white Americans began emigrating to Oregon, outnumbering the British settlers. They killed much of the Indian population in part due to the measles epidemic.Oregon Trail – 2,000 miles from the Great Plains and through the Rocky mountains. Difficult journey – thousands of people died on the trail though Indians were often helpful. Families worked together, most people walked for most of the time. James K. Polk – expresse d â€Å"that the re-occupation of Oregon and the re-annexation of Texas at the earliest practicable period are great American measures. † Argued that if Britain did not cede all of Oregon to the US, war would be held, and neither party really wanted that, and so Oregon came to be.Slidell Mission – Mexicans in Texas rejected Slidell’s offer, war was declared after American troops were attacked. California Gold Rush – started around 1848 and increased the population from 14,000 to 220,000 in four years. Created serious labor shortage in CA and Indians were forced into work Kansas-Nebraska Act – divided one territory into two to keep the slave balance equal; it immediately destroyed the Whig party, divided the democrats, and parties who opposed the bill came to form the Republican Party Election of 1856 – Fremont v. Buchanan who was nominated at 65 Dred Scott vs.Sanford – Dred Scott, a slave from Missouri, owned by an army surgeon who ha d taken Scott into Illinois and Wisconsin where slavery was forbidden. Now, the surgeon’s brother was claiming ownership of Scott. The court was extremely divided but eventually declared that Scott didn’t have a case because he wasn’t a legal citizen. Lincoln – nominated in the election of 1860. Believed that slavery was morally wrong, but he was not an abolitionist – he could not envision an easy alternative to slavery in the areas where it already existed. He wanted to â€Å"arrest the further spread† of slavery

Neuromarketing: Debunking the Myths

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