Social Responsibility in Coffee Industry and High Street Retailing Essay

Social Responsibility in Coffee Industry and High Street Retailing - Essay Example In case of the international supply chain, a major problem emerges from the difference in religion. Another persistent problem is the infringement of intellectual property rights, especially when production is shifted from one location to another. It is often a matter of debate between the companies and middlemen regarding their fair share in the value creation process. Adhering to corporate social responsibilities poses to be a challenge in both these sectors and therein lay the main ethical problems (Schlegelmilch and Ãâ€"berseder, 2007). Even so, in the coffee manufacturing industry, problems pertaining to agriculture and distribution of end products are considered to be the main issues of supply chain management; whereas, in high-end retailing, the problems are mainly related to labor injustice and lack of adequate facilities. In comparison, ethical problems in coffee industry are lower in number since only the agricultural and distribution aspects are labor intensive. The more labor-intensive an industry is, the more are the issues relating to ethics, which is the case of retailing. However, most of these issues can be dealt with if interests of each group are well-managed. Case study and research play a significant role in this regard (Barrientos, 2012). The needs of interest groups and the way to deliver the same must be carefully thought upon and executed. Interest groups here refer to different parties involved in the business such as suppliers, logistics providers, and consumers. Consumers are often not satisfied with the increased use of biotechnology in coffee production, whereby fertilizers and high growth organic supplements are used to improve production. Studies reveal that they pose threats to the health. Under such a scenario, it is justified for consumers to be agitated. Therefore, it becomes a matter of consideration for producers to reduce the usage of chemicals in production as much as possible. Many companies have also chosen the path of outsourcing their production work to more than one nation. This lowers the labor pressure as well as generates employment opportunities in other nations. For instance, if companies decide to outsource garment production to not only Bangladesh but also to countries like Thailand and H ong Kong, it will reduce the high work pressure in Bangladesh (Isen, 2012).

Hk Third Runway Expansion- in the Economists Point of View Essay Example for Free

Hk Third Runway Expansion- in the Economists Point of View Essay As supporters of the environment, we strongly believe that a third runway expansion in the Hong Kong International Airport will cause a significant amount of damage to the environment in many ways. The building process of the third runway extension will involve a lot of land reclamation that causes a lot of noise and water pollution that will harm humans and animals’ ecosystems, especially the habitat of the Chinese Pink Dolphins. We understand that a third runway may provide Hong Kong with economic benefits, but the losses in our environment would total to a greater amount, which could possibly result to a greater concern in the long run. First of all, we environmentalist would like to state that the airport covers 12.48km square, and the third runway will increase around 50% of the existing airport, reclaiming another 6.5 sq.km of the ocean. There are already two parallel (3,800mÃâ€"60m)runways existing in the Hong Kong International Airport, and we believe a third runway is not necessary. According to world ranks, Hong Kong International Airport is the fourth busiest Air Hub worldwide, 750 airplanes landing and taking off each day, more than 48.6 million passengers each year and transports over 3.6 million tons every year already, expecting 420,000 flight movements, 74 million trips, and 6 million tonnes of cargo by the time of 2030, which means almost double the amount of its work now. We believe that trying to transport even more cargo and people to earn more money -with the third runway, we would be increase the capacity and expectation by another third, transporting 8.9million tonnes of cargo, accommodating 97 million trips, and 602,000 flight movements per year-is a pure act of greed, and it would also strain us both environmentally and economically, wasting large amounts of money on an unnecessary third runway. As mentioned above, the addition of a third runway would cause a lot of strains with the environment- the 6.5 sq.km third runway will indeed cause a lot water pollution, therefore it will endanger sea creatures and destroy the habitat of the Chinese Pink Dolphins. Not only would the landfill itself destroy the animal’s habitat- during the construction, lots of chemical waste will be generated such as cleaning fluids and fuel. This will also contribute to water pollution, which would be harmful in marine ecology, and would destroy habitats for sea grass beds. Chemicals can easily kill sea creatures such as shrimps, fish, crabs, and Chinese Pink Dolphins. Once these chemical wastes are released out into the ocean, it can lead to extinction of sea creatures that live near the airport area. The construction of the original two runways for the airport in Lantau Island has already reclaimed a lot of land that shrunk the habitat of the Chinese Pink Dolphins. If the third runway will be built, we would have to reclaim 6.5 sq.km(650 hectares)from the ocean, which would shrink the habitat of the Chinese Pink Dolphins once more, and it will greatly endanger the dolphins. Many animals in the world are already endangered because of human activities such as reclamation of the sea, chopping of trees, and many more. We cannot risk losing another endangered species just because of building a third runway. Also, the airport extension of the third runway will cause more noise pollution. According to scientific research, unwanted noise has bad effects on people’s health and behavior. The citizens that live in areas near the airport like in Tung Chung has a possibility of: annoyance, aggression, high stress levels, hearing loss, sleep disturbances, and more. Noise pollution will also affect animals that have habitats near the airport. Research has proven that the rate of reproduction activity has decreased due to noise pollution. Birds cannot communicate, because the noise we made was masking their voice, which is the main reason why reproduction activity has decreased. Some birds, such as owls, have to change their ways of hunting because of the sound pollution, and this causes many birds to migrate to less noisy areas. Also, research has proven that some animal’s noises could not be heard over the noises of the aircrafts, and they cannot warn each other when danger is appr oaching. Overall, the third airport extension should not be built. Even though it might give a boost in the Hong Kong’s economy, we cannot be selfish, and we have to care for the environment, the people, and the animals. The building process of the third runway extension will involve a lot of land reclamation that causes a lot of noise and water pollution, that will harm humans, and animals’ ecosystems, especially the habitat of the Chinese Pink Dolphins, and the two runways are already enough. So, we strongly believe that the third runway should not be built.

Impact of Sensory Marketing

Impact of Sensory Marketing Existing research studies on sensory marketing efforts focus on the broad influence of sensory stimuli on consumer reactions to different brands. This research study narrows down the focus of sensory elements to olfactory and auditory stimuli and tries to analyze the effect of these stimuli on consumer emotions. Further the relationship between emotions generated out of these sensory stimuli and consumer purchase decision is being established. INTRODUCTION With ever increasing clutter in the advertising space as multiple brands vie for consumers attention simultaneously, capturing the consumers attention has become more challenging than ever for marketers today. Marketers realize the need for an alternative mechanism to capture consumer mind share in order to enhance brand awareness. Research shows that 99% of all marketing communication is based on what consumers see and hear. Scientific studies have proved that as human beings, 75% of our emotions are connected to what we smell rather than what we see and hear. Marketing in general seems to have neglected this very important sense, given the fact that branding is all about building emotional relationships between a product and the consumer. AN OVERVIEW OF THE SENSORY MARKETING APPROACH Marketers are finding new ways to build stronger connections to their customers and drive preference for their brands by employing scent, sound and material textures in immersive customer experiences. Sensory marketing is an emerging business discipline that applies analytical techniques to amalgamate the use of sensory stimuli such as scent, sound and texture in order to develop strong brands that are more memorable for customers than conventional visual branding techniques alone. Brands develop strong memories in consumers through content and communication cleverly packaged to appeal to our five senses. This results in stronger bonds between consumers and brands. The table below (a result of a survey by Brand sense) shows the importance of consumer emotions with respect to each of the five senses and the percentage marketing spend of Fortune 500 companies with respect to each of these senses. Figure 1: Perceived importance of senses versus marketing spend by Fortune 500 companies Sense % identifying each sense as very or somewhat important % spend against the senses by Fortune 500 companies Sight 58% 84% Sound 41% 12% Smell 45% 2% Touch 25% 1% Taste 31% 1% Source: Brand sense Sensory marketing applications Marketers from varied industries from automobile to food and leisure to entertainment have leveraged sensory branding in the last few years. One of the first movers to employ sensory branding is the Singapore Airlines, with its patented fragrance Stefan Floridian Waters, becoming its trademark and a standard company scent. The hot towels served to the customers perfume worn by flight attendants is standardized to this aroma to create an enthralling memorable in-flight experience. Cinemas have traditionally uses the aroma of popcorn to arouse the unique feeling of being in a movie hall. The breakfast cereal company, Kelloggs has patented a crunchy sound and feel of eating cornflakes that is unique in its own way. Mercedes-Benz had set up a division to work on the sound of its car doors to increase the perception of high quality among its consumers. Similarly many companies have tried to subtly exploit the impact of sensory perceptions in building their brands and ensuring better consumer loyalty. Purpose and scope of the study The purpose of this study would be to analyze at a basic level what impact sensory branding has on the purchase behaviour of consumers. Hulten, Bertin (2012) aims to depict shoppers touching behaviour in relation to the introduction of visual and olfactory sensory cues at point-of-purchase in a retail setting. The findings demonstrate that sensory cues exert a positive impact on consumers desire to touch.ÂÂ  Sensory cues frame consumers affective responses and decision making through involving the sense of touch. This study will aim to see to what extent and how multi-sensory marketing efforts have a positive impact on the consumer during his purchase decision making process. It would also look at cases of how marketers have leveraged sensory branding to positively influence consumer behaviour and present what are the key takeaways that marketers in particular can act on in order to increase brand awareness and induce trials. IMPACT OF SENSORY MARKETING ON PURCHASE BEHAVIOUR: EXISTING RESEARCH Academic research has shown that different sensory impressions impact consumer behaviour and perceptions of goods and services. The sense of sight is the most powerful one for discovering changes and differences in the environment and is the most common sense in perceiving goods or services. Impressions of sound have been analyzed empirically by Garlin and Owen (2006), Sweeney and Wyber (2002). The sense of sound is linked to emotions and feelings and the sense impacts brand experiences and interpretations. The sense of smell is related to pleasure and well-being and is closely connected to emotions and memories. The sense of taste is the most distinct emotional sense and often interacts with other senses. The sense of touch is the tactile one, related to information and feelings about a product through physical and psychological interactions. A multi-sensory brand-experience takes place when more than one of the five senses contributes to the perception of sensory experiences (Hulten, 2009). The author defines multi-sensory brand experience as follows: a multi-sensory brand-experience supports individual value creation and refers to how individuals react when a firm interacts, and supports their purchase and consumption processes through the involvement of the five human senses in generating customer value, experiences, and brand as image. Sensory marketing model Sensorial strategies In relation to the five human senses Sensors Scent sensors Sound sensors Sight sensors Taste sensors Touch sensors Sensations Atmos-pheric Auditory Visual Gastro-nomic Tactile Sensory expressions The multi-sensory brand experience Customer equity Figure 2: A model for sensory marketing Source: Hulten, Bertin (2009) A sensory marketing model takes its point of departure in the human mind and senses, where mental flows, processes and psychological reactions take place and result in a multi-sensory brand-experience. An individuals personal and subjective interpretation and understanding of a multi-sensory brand-experience is referred to here as experiential logic. This means that, for each individual, the logic contributes to forming behavioural, emotional, cognitive, sensory, or symbolic values. According to Hulten, Bertin (2009), this consumer experience becomes an image, forming the mental conceptions and perceptions of interactions and inputs in the service process, which constitutes the final outcome of the multi-sensory experience within a brand perspective. This perspective is defined here as an individuals beliefs, feelings, thoughts, and opinions about a brand, based on the overall experience. Sensors aim at communicating sensations and sensory expressions that reinforce the multi-sensory brand experience for the customer. Sensations aim at expressing a brands identity and values as something distinctive and sensorial, in facilitating the multi-sensory brand experience. Influence of olfactory stimulation Hyojung Ho et al (2010) show that consumers understand the relation between specific product and smell by experiencing and learning. By this biological responses and the principle of classical conditioning that build through repetition, olfactory stimulation influences peoples attitude directly. And also, information from organ of smell can have an influence on peoples behaviour unconsciously by hypothalamus which controls an autonomic nerve and the endocrine system. The author shows that fragrance can create various kinds of positive emotion but the positive emotion cannot directly influence on willingness to buy in other product types. However, fragrance can be used for motivating to purchase. In addition, fragrance results in a wide variety of positive emotion on fashion goods. Fragrance can be used on marketing strategy as each products concept. Moreover, in the case of high technology product, satisfaction was the highest. And also, Consumers feel pleased and impressed from products with fragrance regardless of its product type. Auditory stimuli and consumer behaviour Park and Young (1986) examined the effect of music (present, absent) and three types of involvement (low involvement, cognitive involvement, affective involvement) on the formation of attitudes toward a brand in the context of TV commercials. Music increased the brand attitude for subjects in the low involvement condition but had a distracting effect for those in the cognitive involvement condition. Its effect for those in the affective involvement condition was not clear. They argue that music acted as a peripheral persuasion cue. The relationship between the fit of the mood induced music (happy or sad) and the purchase occasion (happy or sad) and its effect on purchase was studied by Alpert, Alpert, and Maltz (2005). While mood induced by music did not exhibit a main effect on purchase intentions, its interaction with fit was significant. The authors conclude that when music is used to evoke emotions congruent with the symbolic meaning of the product, the likelihood of purchase is increased. Haptics as a sensory marketing tool Terry and Childers (2003) show how haptic information influences emotions and consumer purchase behaviour. Haptic information, or information attained through touch by the hands, is important for the evaluation of products that vary in terms of material properties related to texture, hardness, temperature, and weight. The authors develop and propose a conceptual framework to illustrate that salience of haptic information differs significantly across products, consumers, and situations. The authors use two experiments to assess how these factors interact to impair or enhance the acquisition and use of haptic information. Barriers to touch, such as a retail display case, can inhibit the use of haptic information and consequently decrease confidence in product evaluations and increase the frustration level of consumers who are more motivated to touch products. In addition, written descriptions and visual depictions of products can partially enhance acquisition of certain types of touch information. The authors synthesize the results of these studies and discuss implications for the effect of haptic information for Internet and other non-store retailing as well as for traditional retailers. Analysis of literature with respect to impact on consumer behaviour The research studies analyze show that consumers are heavily using their senses in order to perceive the quality of the product and associate it with positive emotions. The perception of different marketing stimuli consists of emotional and cognitive processes, which take place within the consumer. According to the findings of these studies, sensory stimuli deriving mainly from the product and the packaging such as colors, modern style, pleasant smell, velvety texture and closure packaging sound, influence brand perception positively leading to a stronger (rational and emotional) bond between the brand and the consumer. Marketers need to pay attention, apart from the traditional means of the marketing mix (advertising, public relations, personal selling, sales promotion), to other very important sensory means, such as product scent and texture, store atmosphere (including store music), sounds deriving by their products. Sensory marketing is a relative new concept, which involves the creative synergy between marketing, psychology, neuroscience and neuropsychology. If marketers clearly understand this new concept and try to utilize the knowledge of similar to this study researches, then they can offer a unique buying experience to their consumers, significantly increasing the probability of selling their products. IMPACT OF SENSORY MARKETING ANALYSIS OF FACTORS INVOLVED Sensory marketing framework Sensory marketing is an application of the understanding of sensation and perception to the field of marketing -to consumer perception, cognition, emotion, learning, preference, choice, or evaluation. (Aradhna Krishna, 2011). A framework can be constructed which conceptually explains the process of sensory marketing: Figure 3: A conceptual framework of sensory marketing Sensory Perception Product Stimulus Emotion Behavior Attitude Learning Cognition Source: Krishna, Aradhana (2011) It is to be noted that sensation and perception are stages of processing involved in sensory marketing. Sensation happens when the stimulus has an impact on the receptor cells of a sensory organ-this part is neurological in nature. Perception is the awareness or understanding of sensory information. Analysis of sensory marketing variables Based on the framework above, its possible to identify the variables that can be used to study sensory marketing. Stimuli created through any one or any combination of the five senses (touch, auditory, olfactory, vision, taste) can be identified as the antecedent variables. Sensory stimuli Touch If the hedonic aspects of touch can increase persuasion, the use of touch in marketing may be more broadly applicable than previously believed (Joann Peck Jennifer Wiggins, 2006). It is widely believed that the role of touch is limited to providing information to the customer about the physical attributes of the product; however this kind of touch can be used effectively only in contexts in which customers are able to physically evaluate the product. But the use of touch as a hedonic tool has the potential to be applied to a broad set of products and even services and in a wide variety of contexts which include but are not limited to package design, print advertising, direct mail advertising, and point-of-purchase displays. Sensory stimuli Olfactory There have been studies which have dealt with the relationship between ambient scent and memory. Morrin and Ratneshwar (2003) showed that ambient scent increased recall and recognition of brands seen. Earlier studies on this topic also suggested that ambient odors result in memories and affect elaboration on product information and choice. According to Bosmans (2006), ambient scent can lead to emotion-based semantic connections with memories (e.g., roses and babies) and result in improving product evaluation. Stimuli auditory There have been various studies on the effect of auditory stimuli on marketing programs. A lot of marketing communication is auditory in nature for e.g. radio and television advertising messages, jingles and songs. There is also prevalence of ambient music in retail spaces, hotels, restaurants and airplanes. Also marketers create and deploy signature sounds for products for unique identification for their brand such as the sound for the Windows OS that one hears each time we boot a PC. Ismail M. El Sayed, Dalia A. Farrag, Russell W. Belk (2006) concluded that the type of background music played in malls had a distinct effect on the shopping behaviour of the visitors. They used the Stimulus-Organism-Response paradigm to ascertain the impact of auditory stimuli on purchase behaviour. Stimuli through vision and taste AydinoÄÅ ¸lu and Krishna (2011) demonstrate that size labels adopted by food vendors can have a major impact on consumers size judgments and consumption (actual and perceived), since consumers integrate the actual size information from the stimuli, with the semantic cue from the size label. The consequent variables identified are enhanced customer awareness about the brand, increase in brand recall, better brand recognition and customer purchase behavior whether the stimuli actually leads to the customer purchasing the product. Customer awareness As a result of stimuli through any of the senses, the awareness of a product/brand can be enhanced in the customers minds. Brand recognition (learning) Sensory stimuli is more often deployed by marketers in their products in order to ease the process of recognizing a brand for a customer. Auditory and visual stimuli in the form of packaging are more often used to enable a customer to recognize a brand with a higher level of ease and convenience. Brand recall (memory) Marketers also use sensory stimuli as a tool to facilitate a high level of brand recall among the customers. A typical example is that of the Intel Pentium processor sound or even the Britannias jingle in the Indian market. Purchase behavior Though sensory stimuli can help in awareness and recall, it is ultimately the conversion into a purchase that is the ultimate goal of marketers of any product. Barry J. Davies, Dion Kooijman and Philippa Ward (2003) show a model of how environmental stimuli in the form of ambient scent can affect the shopping behaviour of consumers in a retail set up. Figure 4: Model of the Influence of Ambient Scent on Consumer Responses Moderators Approach avoidance reactions Affective response Perceived ambient scent Objective ambient scent Source: Barry J. Davies, Dion Kooijman and Philippa Ward (2003) Variables for study The variables chosen for this study would be auditory and olfactory stimuli on the antecedent side and customer purchase behavior on the consequent side. Antecedents Consequences Kind of stimuli Vision Brand awareness Taste Brand recognition Purchase behavior Auditory Brand recall Olfactory The scope of research would be to identify how marketers have deployed the use of auditory and olfactory stimuli in products, services or environments (shopping malls, etc) to influence the customer purchase behavior. The study will also analyze the two major intermediate variables involved in the process perception of the stimuli and emotions and cognition happening at the customers mind. ANALYSIS OF IMPACT OF AUDITORY AND OLFACTORY STIMULI ON PURCHASE DECISION Research proposition This paper proposes that olfactory or auditory stimuli deployed by marketers in products or retail environments actually lead to positive emotions and cognitive reactions about the brand for the consumer. Further these cognitive and affective beliefs lead the consumer to the actual purchase decision. To analyze the validity of the above proposition, we examine the case in two different stages: Influence of olfactory and auditory stimuli in creating positive emotions/affective beliefs in consumers Influence of positive emotions on actual decision to purchase Relationship between olfactory stimuli and affective reactions in the consumer The sense of smell is considered to be the most closely related to emotional reactions. The olfactory bulb is directly connected to the limbic system in the brain, which is the system related to immediate emotion in humans (Wilkie 1995). 75% of emotions are generated by smell (Bell and Bell 2007). Consequently, smell represents a direct line to feelings of happiness and hunger and is a sensory bandwidth that cannot be turned off (Wilkie 1995; Vlahos 2007). Thus, from a marketers perspective, smell has an instantaneous good or bad effect on our emotional state which, as some research has shown, ultimately affects our shopping and spending behavior. Figure 5: How Objective Ambient Scents Interact with the Perceptual Process Organizing Assimilation Covert objective Objective Conscious level of awareness scent Sensing Attention Reacting Response Reacting Response Sensing Attention Ambient scent Organizing Assimilation Source: Bradford and Desrochers (2009) The neurological substrates of olfaction are especially geared for associative learning and emotional processing. Marketers can link a scent with an unconditioned stimulus eliciting the desired response and eventually prompting a conditioned response from consumers (Herz 2002). Further, since the olfactory bulbs are part of the limbic system and directly connect to the structures that process emotion (the amygdala) they also strongly related to associative learning (the hippocampus) (Herz 2002). No other sensory system has this type of intimate link between emotion and associative learning (Herz 2002). Relationship between auditory stimuli and affective reactions in the consumer Ambient sound, such as music heard in hotels, restaurants, retail stores, and supermarkets, can influence consumer mood, actual time spent in a location, perception of time spent, and actual spending. For instance, stereotypically French versus German music has been shown to affect the choice of wine-shoppers bought more French (German) wine when French (German) music was played (North, Hargreaves, McKendrick, 1999); classical music has been shown to enhance pleasure, whereas pop-style music to increase arousal (Kellaris Kent, 1993). Music in a store also influences shopping pace-slower music produces slower shopping and results in more purchases since customers progress at a slower pace as they move through the store (Milliman, 1982). When consumers enjoy the background music, they feel they have spent less time shopping relative to the actual amount of time they have spent in the store; if they dislike it, despite the short amount of time they have actually spent in the store, they claim to have been there for much longer (Yalch Spangenberg, 2000; but, see also Kellaris Kent, 1992). Influence of positive emotions on consumer purchase decision The relationship between pleasant emotions and purchasing behaviors is relatively well supported in the retail literature (Donovan and Rossiter, 1994). In particular, the Mehrabian-Russell model (1974), which explains the relationship between environments, intervening variables, and behaviors relevant to retail setting using a Stimulus-Organism-Response paradigm, has received the widest usage to explain shopping emotions in consumer research. According to the Mehrabian-Russell model, three emotional responses of pleasure-displeasure, arousal-non arousal, and dominance-submissiveness mediate peoples approach or avoidance reactions to environments. (Lee and Yi, 2008). APPLICATIONS OF OLFACTORY MARKETING TO STIMULATE PURCHASE Sensory analysis is a scientific discipline which is now employed by all the leading brands and also companies who are trying to enhance their brand identity. Because, Consumers perception is as good as reality (Lindstrom, Martin (2010):p106), added (non-edible) aromas prove to the scientists that buyer behaviour is absolutely influenced. Nestle, coca-cola, Carlsberg add aroma to the packaging on their products. Exposed, unwrapped foods are how leading supermarkets and shops entice their consumers, an example of this would be the in store environment at Wholefoods. More specific examples include; the Florida hospital which has a seaside centre in which they use scent machines to circulate the smell of sea, coconut and vanilla, with the notion that patients will be soothed and not cancel their appointments. (Hulten, Bertil, Niklas Broweus Marcus van Dijk, 2009) The Hyatt hotel chain in Paris used their French history of great perfumers and combined that with detailed sensory brand analysis to create their own signature scent. Their scent brand was developed by French perfumer Blaise Mautin for the Park Hyatt Vendome hotel in 2002 and it incorporated eighteen ingredients. It was ultimately described as fresh cement poured over raw oak plank, plus fresh, ever-so-slightly cinnamony pastry dough with the olfactory texture of thick, rich tan silk (Hulten, Bertil, Niklas Broweus Marcus van Dijk (2009):p64). Such detailed descriptions are there to serve our need for developed language around olfaction, due to the fact that our confidence and communication around scent is still developing. That said, olfactory memory is not semantic but episodic and customers only come into contact with the experience not the description. APPLICATIONS OF AUDITORY MARKETING TO STIMULATE PURCHASE Much of marketing communication is auditory in nature-one hears radio and television advertising messages, jingles and songs; one also hears ambient music in retail spaces, hotels, restaurants and airplanes; then, there are signature sounds from products such as the sound for the Intel Pentium chip that one hears each time one starts a computer or the sounds for Motorola or Verizon cellphones. Importantly, even when one reads a word, one hears the word as well-if the language is phonetic in nature, then the words that one reads enter a phontactic loop before being encoded in the mind, similar to spoken words. CONCLUSIONS AND FUTURE RESEARCH Conclusion The findings from the research point to the fact that there is a positive relationship between olfactory and auditory stimuli deployed by marketers in products or retail environments and the emotions that the customers go through in the purchase situation. Also the different studies analyzed show that positive emotions generated by sensory experiences lead to a higher probability of actual purchase decision by the customer. Thus, it can be concluded that sensory marketing efforts do have a direct impact on the purchase decision of the customers. Limitations and future research This research is only limited to analyzing the effect of sensory marketing efforts on consumer purchase behaviour. However there are other variables on which sensory stimuli could have different positive or negative effects on brand recognition (especially in the case of auditory stimuli used for sonic branding), brand recall (mostly achieved through rich visual stimuli) or just consumer perception of the brand. Future research can focus on the effect of each of the individual sensory stimuli independently on these different consequent variables. Also this research has largely focused on conscious sensory approaches to marketing. However this study can be extended to the increasingly prevalent subliminal approaches taken by marketers to reinforce the brands subconsciously in the minds of consumers.

Essay --

I watched a documentary on Youtube about the Super Volcano that lies beneath the oldest national park. I have always been very interested in this particular volcano because it is so close to my home in Colorado. I found this documentary to be thoroughly informative while being left extraordinarily frightening. All of those wonderful geysers, boiling mud pits, and pools of heated sulfur, all get their power by the magma chamber a mere 5 miles below the surface. This Magma chamber contains over one million tons of partially molten rock. Volcanologists have explored all parts of Montana, Idaho, and Wyoming. The discoveries that they made would shock the world, they have found 3 calderas from past eruptions. The last and biggest eruption ever known to man, taking place 64,000 years ago, left a huge Caldera towards the North part of Wyoming up into Montana that can only be fully seen in the air. The effects of this eruption were felt most heavily in a radius of 300 miles however there were devastating effects were felt worldwide and they lasted up to 9 years. This caldera is the biggest ever known to mankind, and with part of it overlapped with a caldera from a previous, smaller eruption, ultimately creating an even larger caldera. This is the foundation for a globally spread disaster. There’s only one eruption that can almost match the destruction that would come when the pressure starts to build and everything explodes. That is the Eruption in Toba. We know from this eruption that when a supervolcano erupts the immediate effects will take place in a Possible 450ft. Radius. A super volcano differs from the typical volcano in the sense that there is no dome or raise earth where the opening is. Instead, the magma chamber is rumbling ... ...fference of life and death. I liked the production and presentation of the documentary, it was VERY informative and chalked full of facts that I am dying to share with everyone now. If I could change anything about the message that they sent across would be that, yes if an eruption were to happen (which it probably will sometime in the not so far away future however far away that may be, anywhere from a year from now, to one thousand years from now) our future would be bleak and most likely the earth would be desolate. But I would have added in the factor and hope that comes with knowing that God’s in control and it was his will for this to happen. Overall It leaves me knowing everything I would have ever want to know about the Yellowstone Supervolcano. Yet in a strange way, it leaves me wanting to explore deeper into the mystery that lies just beneath our feet.

Functionalism and Poverty

Bethune cookman university | Poverty: From A Functionalist & A Conflict Perspective| Social Problems – SO 132| | John Arthur Jackson, III| 9/29/2012| This assignment will analyze two different forms of social analysis and how it relates to explaining the existence of poverty. | Functionalists Perspective & It’s View Concerning Poverty As it concerns social analysis, the functionalists believe that society is a stable, and orderly system comprised of interrelated, and interdependent parts all working together to achieve homeostasis (equilibrium).As far as the individual is concerned, they view them as being shaped by society, a relatively passive people molded by their experience and interactions with society. Any change that occurs in society is deemed disruptive and the system would seek to restore balance quickly. In addition, any part that is dysfunctional is correlated to the system as a whole, and there is not one thing that stands in isolation from the other. Conc erning poverty, functionalists argue that poverty is not as apparent as the figures put it. There is a consensus that even though poverty is a social problem, it isn’t as abundant as we think it is.This consensus is come to after the functionalists take into consideration the antipoverty benefits that are available for those who experience and just like that poverty is much lower than popular belief. So in lament terms functionalists claim that if we take into account all of the available benefits that are for poor people then we would come to a conclusion that poverty is lower than estimation. As you can see, poverty from this perspective is just a way of life, and perhaps probably an incentive, encouraging everyone to work that much harder to promote overall well-being and possible social mobility.Possibly, there is an ultimate balance by the existence of poverty by depicting a clear division of power and wealth. There will always be the rich, and there will always be the p oor and thus balance. Poverty, serves to remind those who aren’t in that position to have a reason to attain or to achieve just to avoid having to conform to the problem of poverty. Also, the existence of poverty allows others to compare themselves to, just to make the contrast between the two provide certain thankfulness to their situation. As to say that, whatever they are going through couldn’t get that much worse than someone who is already in poverty.Conflict Perspective & It’s View Concerning Poverty The idea that society is just a continuous power struggle between social classes over the availability and allocation of scarce resources would be the perspective of the Conflict Theorists. The premise of their argument is that there doesn’t need to be a reason to place blame on people who find themselves in an impoverished socioeconomic condition. Logically, if we continue to place blame on the people who are living in poverty, we continue to shift the focus off of the problem and onto the individual which shouldn’t be the case.There should be a firm emphasis on the bigger societal problems that occur by the hands of the unstable capitalists and avaricious elitists who continue to perpetuate a falsified ideology for people to believe in. Conflict Theorists claim that poverty â€Å"†¦ is rooted in past and present prejudice and discrimination that keeps people of color out of the economic mainstream†¦Ã¢â‚¬  (Kendall 2012). The subpar socioeconomically related living conditions that impoverished African Americans and other minorities find themselves in are just the fuel to the fire. †¦ Inadequate housing, sub-standard schools, and crime-ridden neighborhoods†¦Ã¢â‚¬  (Kendall 2012) causes the high poverty rate among the aforementioned racial groups. The lacks of regulated social policies that concern the ever-present and ongoing problems of economic inequality continue to perpetuate the capitalistic ideo logy as well as subordinate the ethnic groups that face this alienation. The conflict theorists agree that the structural problems (substandard schools, inadequate housing etc. 😉 are beyond the poor person’s control.So in order to rectify this situation, it would behoove the nation’s political and business leadership to formulate a way to compensate people who are living in poverty in accordance to being able to afford the basic necessities of life. In addition, the wealthy must face a tax cut, so that the middle class can strengthen and the lower class can shrink. In other words, in order to significantly reduce the problem of poverty; conflict theorists believe that we must stop blaming the victim for being poor, but instead find a way that benefits and help the poor people become more affluent, not financially only but economically as well.

List of Shakespearean Sonnets

List of Shakespearean Sonnets Shakespeare left behind 154 of the most wonderfully written sonnets. This list of Shakespearean Sonnets indexes them all with links to study guides and original texts. The list is broken down into three sections: The Fair Youth Sonnets, Dark Lady Sonnets, and the so-called Greek Sonnets. Fair Youth Sonnets (Sonnets 1 – 126) The first segment of Shakespeare’s sonnets has become known as the fair youth sonnets. The poet dotes on an attractive young man and believes that his beauty can be preserved through poetry. When the fair youth ages and eventually dies, his beauty will still be captured in the words of the sonnets listed below. This deep, loving friendship sometimes verges on a sexual infatuation, and the nature of the doting is open to debate. Perhaps it is a female speaker, evidence of Shakespeare’s homosexuality, or simply a close friendship.   1: From Fairest Creatures We Desire Increase 2: When Forty Winters Shall Besiege Thy Brow 3: Look In Thy Glass, And Tell The Face Thou Viewest4:  Unthrifty Loveliness, Why Dost Thou Spend 5:  Those Hours, That With Gentle Work Did Frame6:  Then Let Not Winters Ragged Hand Deface7: Lo! In The Orient When The Gracious Light 8:  Music To Hear, Why Hearst Thou Music Sadly?9: Is It For Fear To Wet A Widows Eye10: For Shame Deny That Thou Bearst Love To Any11: As Fast As Thou Shalt Wane, So Fast Thou Grow 12:  When I Do Count The Clock That Tells Time13:  O! That You Were Your Self, Buy, Love, You Are14: Not From The Stars Do I My Judgement Pluck 15:  When I Consider Everything That Grows16:  But Wherefore Do Not You A Mightier Way17:  Who Will Believe In My Verse In Time To Come18: Shall I Compare Thee To A Summers Day? 19: Devouring Time, Blunt Thou The Lions Paw 20: A Womans Face With Natures Own Hand Painted21: So It Is Not With Me As With That Muse 22: My Glass Shall Not Persuade Me I Am Old 23:  As An Unperfect Actor On The Stage24: Mine Eye Hath Playd The Painter and Hath Steeld25:  Let Those Who Are In Favour With Their Stars26:  Lord Of My Love, To Whom In Vassalage27: Weary With Toil, I Haste To My Bed28: How Can I Then Return I Happy Plight29: When In Disgrace With Fortune and Mens Eyes30:  When To The Sessions Of Sweet Silent Thought31: Thy Bosom Is Endeared With All Hearts32: If Thou Survive My Well-Contented Day33:  Full Many A Glorious Morning I Have Seen34: Why Didst Thou Promise Such A Beauteous Day35:  No More Be Grieved At That Which Thou Hast Done36: Let Me Confess That We Two Must Be Twain37:  As A Decrepit Father Takes Delight38: How Can My Muse Want Subject To Invent39:  O! How Thy Worth With Manners May I Sing 40: Take All My Loves, My Love, Yea Take Them All41:  Those Pretty Wrongs That Liberty Commits42: That Thou Hast It Is Not All My Grief43: When Most I Wink, Then Do Mine Eyes Best See 44:  If The Dull Substance Of My Flesh Wer e Thought45:  That Thou Hast It Is Not All My Grief 46: Mine Eye And Heart Are At A Mortal War47: Betwixt Mine Eye And Heart A League Is Took48:  How Careful Was I When I Took My Way49: Against That Time, If Ever That Time Come50:  How Heavy Do I Journey On The Way51: Thus Can My Love Excuse The Slow Offence 52:  So Am I As The Rich, Whose Blessed Key53:  What Is Your Substance, Whereof Are You Made54:  O! How Much More Doth Beauty Beauteous Seem55:  O! Not Marble, Nor The Gilded Monuments56: Sweet Love, Renew Thy Force; Be It Not Said57: Being Your Slave What Should I Do But Tend58:  That God Forbid, That Made Me First Your Slave59:  If There Be Nothing New, But That Which Is60:  Like As The Waves Make Towards The Pebbled Shore61: Is It Thy Will, Thy Image Should Keep Open62:  Sin Of Self-love Possesseth All Mine Eye63:  Against My Love Shall Be As I Am Now64:  When I Have Seen By Times Fell Hand Defacd65:  Since Brass, Nor Stone, Nor Earth, Nor Boundless Sea66:  Tired For All These, For restful Death I Cr y67:  Ah! Wherefore With Infection Should He Live 68:  In Days Long Since, Before These Last So Bad69:  Those Parts Of Thee That The Worlds Eye Doth View 70: That Thou Art Blamed Shall Not Be Thy Defect 71:  No Longer Mourn For Me When I Am Dead72:  O! Lest The World Should Task You To Recite73:  That Time Of Year Thou Mayst In Me Behold74: But Be Contented When That Fell Arrest 75:  So Are You To My Thoughts As Food To Life76:  Why Is My Verse So Barren Of New Pride77: Thy Glass Will Show Thee How Thy Beauties Wear 78: So Oft Have I Invoked Thee For My Muse79: Whilst I Alone Did Call Upon Thy Aid 80: O! How I Faint When I Do Write Of You 81: Or I Shall Live Your Epitaph To Make 82: I Grant Thou Wert Not Married To My Muse 83: I Never Saw That You Did Painting Need 84: Who Is It That Says Most, Which Can Say More 85: My Tongue-Tied Muse In Manners Holds Her Still 86: Farewell! Thou Art Too Dear For My Possessing 87: Farewell! Thou Art Too Dear For My Possessing 88: When Thou Shalt Be Disposd To Set Me Light 89: Say Tha t Thou Didst Forsake Me For Some Fault 90: Then Hate Me When Thou Wilt; If Ever, Now 91: Some Glory In Their Birth, Some In Their Skill 92: But Do Thy Worst To Steal Thyself Away 93: So Shall I Live, Supposing Thou Art True 94: They That Have Power To Hurt, And Will Do None95: How Sweet And Lovely Dost Thou Make The Shame 96: Some Say Thy Fault Is Youth, Some Wantonness 97: How Like A Winter Hath My Absence Been 98: From You Have I Been Absent In The Spring 99: The Forward Violet Thus Did I Chide 100: Where Art Thou, Muse, That Thou Forgetst So Long 101: O Truant Muse, What Shall Be Thy Amends 102: My Love Is Strengthend, Though More Weak In Seeming 103: Alack, What Poverty My Muse Brings Forth 104: To Me, Fair Friend, You Never Can Be Old 105: Let Not My Love Be Called Idolatry 106: When In The Chronicle Of Wasted Time 107: Not Mine Own Fears, Nor The Prophetic Soul108: Whats In The Brain That Ink May Character 109: O! Never Say That I Was False Of Heart 110: Alas! Tis True, I Have Gone Here And There111: O For My Sake D o You With Fortune Chide 112: Your Love And Pity Doth Th Impression Fill 113: Since I Left You, Mine Eye Is In My Mind 114: Or Whether Doth My Mind, Being Crowned With You 115: Those Lines That I Before Have Writ Do Lie 116: Let Me Not To The Marriage Of True Minds 117: Accuse Me Thus: That I Have Scanted All 118: Like As To Make Our Appetites More Keen 119: What Potions Have I Drunk Of Siren Tears 120: That You Were Once Unkind Befriends Me Now 121: Tis Better To Be Vile Than Vile Esteemed 122: Thy Gift, Thy Tables, Are Within My Brain 123: Thy Pyramids Built Up With Newer Might 124: If My Dear Love Were But The Child Of State 125: Weret Ought To Me I Bore The Canopy 126: O Thou, My Lovely Boy, Who In Thy Powr Dark Lady Sonnets (Sonnets 127 – 152) The second segment of Shakespeare’s sonnets has become known as the Dark Lady Sonnets. A mysterious woman enters the narrative in Sonnet 127, and immediately attracts the poet’s attention.   Unlike the fair youth, this woman is not physically beautiful. Her eyes are â€Å"raven black† and she is â€Å"not born fair†. She is described as evil, a temptress and a bad angel. All good reasons to earn a reputation as the dark lady. She is perhaps having an illicit affair with the fair youth, perhaps explaining the poet’s jealousy. Sonnet 127: In The Old Age Black Was Not Counted Fair Sonnet 128: How Oft When Thou, My Music, Music PlaystSonnet 129: Th Expense Of Spirit In A Waste Of Shame Sonnet 130: My Mistress Eyes Are Nothing Like The Sun Sonnet 131: Thou Art As Tyrannous, So As Thou Art Sonnet 132: Thine Eyes I Love, And They, As Pitying Me Sonnet 133: Beshrew That Heart That Makes My Heart To Groan Sonnet 134: So Now I Have Confessed That He Is Thine Sonnet 135: Whoever Hath Her Wish, Thou Hast Thy Will Sonnet 136: If Thy Soul Check Thee That I Come So Near Sonnet 137: Thou Blind Fool, Love, What Dost Thou To Mine Eyes Sonnet 138: When My Love Swears That She Is Made Of Truth Sonnet 139: O! Call Not Me To Justify The Wrong Sonnet 140: Be Wise As Thou Art Cruel Sonnet 141: In Faith I Do Not Love You With Mine Eyes Sonnet 142: Love Is My Sin, And Thy Dear Virtue Hate Sonnet 143: Lo, As A Careful Housewife Runs To Catch Sonnet 144: Two Loves I Have Of Comfort And Despair Sonnet 145: Those Lips That Loves Own Hand Did Make Sonnet 146: Poor Soul, The Centre Of My Sinful Earth Sonnet 147: My Love Is As A Fever Longing Still Sonnet 148: O Me! What Eyes Hath Love Put In My Head Sonnet 149: Canst Thou, O Cruel! Say I Love Thee Not Sonnet 150: O! From What Power Hast Thou This Powerful Might Sonnet 151: Love Is Too Young To Know What Conscience Is Sonnet 152: In Loving Thee Thou Kowst I Am Forsworn The Greek Sonnets (Sonnets 153 and 154) The final two sonnets of the sequence are very different from the others. They move away from the narrative described above and instead draw upon ancient Greek myths. Sonnet 153: Cupid Laid by his Brand, and Fell AsleepSonnet 154: The Little Love-God Lying Once Asleep