Sunday, January 26, 2020

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.

Saturday, January 18, 2020

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

Friday, January 10, 2020

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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Thursday, January 2, 2020

Gone, Baby, Gone - 591 Words

Library Assignment: Kant’s Categorical Imperative (Deontology) Movie: Gone, Baby, Gone The categorical imperative is something we are fundamentally required to do irrespective of how we feel about doing it, and even if others around us are telling us to do something completely different. In other words, we must always do this. The categorical imperative is also a priority, which means it will always be and have always been morally good. As such, we have a duty to recognize, and accept, its moral validity and finality. This means that the categorical imperative is not good on the basis of any effects or consequences it might produce, or even because someone or something else tell us it is good to do it. It is simply good in itself.†¦show more content†¦The second premise, Doyle used Amanda as a means to an end. He did not respect the Amanda’s dignity. He had lost his daughter, victim of a kidnapping, and he needed to fill the loss of his daughter, so he took advantage of the position he had as a police captain to use some detecti ves to get help. Also, he did not care his job and his reputation, so he took the responsability of the Remy behave, and he quit his job supposedly. In reality, he did it because he wanted to move out of the city with Amanda. And the third premise, Doyle did not follow a moral conduct which establishes that there is an universal law governing other chief police or any police member to act in the right way in the same circumstances. The universal law in this case forces Doyle to bring back the child to her mother and not kidnap her. He acted as a imperative person because he just took a decision based on his own needs. In conclusion, although at the end of the movie, the director shows Amanda in a situation that Doyle predicted, Doyle did not do the right thing kidnapping the child. He had to respect his duty as a chief police and not to use Amanda to fill the loss of his deadShow MoreRelatedEssay on Gone Baby Gone 1052 Words   |  5 PagesGone Baby Gone Dennis Lehane writes satisfyingly complex and disturbingly violent crime fiction that often crosses into thriller territory. These are not, however, cheap thrills. Even in their goriest moments, his books are grounded in rich, real-life detail. Lehane knows Boston and its denizens, and he captures the city’s subcultures beautifully -- from the hushed refinement of the old-money suburbs to the grittiness of tacky motels and bail-bond agencies. He has a unique way of presentingRead MoreGone Baby Gone Essay1718 Words   |  7 Pagesâ€Æ' Gone Baby Gone directed by Ben Affleck is centered on the kidnapping of a four-year old girl named Amanda. This movie is based in Boston in the Dorchester area. Even though this movie is centered on a kidnapping, there are other crimes being committed. 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