Aristotle Virtue Theory Essay Example for Free

Aristotle Virtue Theory Essay Aristotle’s Virtue theory is based on Teleology and the Golden Mean. He says that to be virtuous that we need to act with excellence. He believed that everything on this earth has its own virtue, meaning that if it performs the way it’s supposed to by its nature then it is virtuous. He asserted that every event had four causes or four factors that work on it and to bring it into being; 1) Material Cause- the â€Å"stuff the thing is made of. 2) Efficient Cause- the force that has brought it into being. 3) Formal cause- the shape or idea (the Form) of the thing. 4) Final cause- the purpose of the thing. Virtue is not just for humans; it means that everything that exists has a purpose. The Golden Mean-is an action or feeling that corresponds to a particular situation at the right time, in the right way, in the right amount, and for the right reason. Not too much, not too little, everything in moderation. It is what is â€Å"Good for man† where a human can excel, what a human is meant to do and where a human will find happiness. He determined that if we are able to choose the proper response to every situation in life then we are morally good. It is all about the reasonably thought  out decisions we make and the action we take after we have made them. The virtuous person finds and choses the one that is intermediate. These are human concerns that are constant and remain the same concerns throughout the ages. Since we are human beings and capable of rational decision making we can be prone to go toward one extreme or the other, we must beware of our own short comings. It is only through habitually practicing to try to make the right decisions that we can aspire to become virtuous. It is not our response to a single situation but how we respond as a general rule. We need to be consistent in our actions. Aristotle realized that this is something that doesn’t come overnight but that it takes time to mold ourselves. How we find out what the mean is in every situation is through reason, the more times we have done it and acted correctly the better we can build the habit of responding appropriately. He specifies that there are some acts that are just wrong by themselves, i. e. stealing, lying and murdering, and cannot be done in the right amount. There are also acts that cannot be done too often such as justice. You can never be â€Å"too just†. It takes a lifetime of training and commitment we are not inherently born this way. It is not enough that you just act on your intentions but you need to succeed in order to be virtuous. Once you have succeeded in living a virtuous life then as a virtuous person your future actions will be generally virtuous because you developed virtuous habits. There are three dispositions to every situation: two vices, one on either side of virtue which in the middle. Aristotle advises us to keep trying until we get it right. Some extremes are closer to the middle than others. If you don’t know which one to choose, stay away from the extreme that is more opposed to the mean than the other extreme. We each have our own ideals and failings but our responses to a situation need to remain flexible and a virtuous response will reveal itself. The appropriate way to handle the situation will fall within a range that is recognized by other virtuous people. He believed that there could be a perfectly virtuous person. He also believed that if you are virtuous in one respect but fail terribly in another then you have lost out completely. If you deviate only slightly you are still a virtuous person, a person who is good at being human and at realizing the human potential. His thoughts on courage were that if you had too little courage you were a coward and that if you had too much courage you could be fool hardy, rush in and make rash decisions. He felt that there was nothing wrong with enjoying pleasure, but if you overdid it you are intemperate. If you are not capable of enjoying pleasure at all then you are unimpressionable. The virtue is to know in what amount to enjoy your pleasure, which would be temperance. The key is to enjoy in moderation. His opinion on spending money was that if you spend too much you are prodigal and spend too little  you’re a miser, just the right amount at the right time on the right people for the right reason makes you liberal. It is also possible to overestimate your honor, and become vain or underestimate it and become humble. He described proper pride as the virtuous way to estimate yourself and your accomplishments. There is nothing wrong with feeling angry but you need to be even tempered. Being hot tempered is 1 / 2 a vice but so is also being meek. Let your anger be in proportion to the offense against you. Truthfulness is a virtue but his idea of a deficiency of truthfulness is irony â€Å"mock modesty†Ã‚  (downplaying the situation), the excess of truthfulness, bragging. It is all about assessing the situation and acting accordingly, don’t underplay the truth but don’t overplay the truth either. The sole reason for designing the development of virtuous character was that Aristotle felt that being virtuous makes you happy. Happiness is what is good for a man. A good life means a happy life, but a good person also means a moral person. We can be happy only if we are good. Our highest goal, our purpose as a human being, is to live well, be happy, and to do well. He also warned that if  we rely too much on pleasures that one day they won’t give us the thrill they used to. What is good for us can’t be something that harms us and over indulgence in too many pleasures can be harmful. The requirement of true happiness is that it must be stand the test of time. Something that no one can take away from us and that is not harmful but beneficial that would be our good reasoning and contemplation. The ultimate happy life is that of the life of a thinker. He did not believe in an afterlife or a god that watches over humanity. He states that the soul is the  Ã¢â‚¬Å"form† of a human and the body is the â€Å"matter†, but since form cannot exist separately from matter when the body dies the soul ceases to exist. Happiness is only for the living and must be achieved in the here and now for a person to have fulfilled their purpose. One of the weaknesses of Virtue Ethics is that Aristotle was talking about the ruling class. If there is to be equality for all then there needs to be a moral theory that everyone follows regardless of whom they are. The laws need to be reasonable and clear. Virtues were also too vague and weren’t helpful in solving problems. When you have two virtuous  people that disagree how can you tell which one is correct. How is it decided which one is more virtuous than the other? With a clear set of morals and laws the problem is much easier resolved. Also why can’t humans have more than one purpose? There are many people that are equally good at several different things. Look at the musician that is equally good at playing the guitar and singing. Which purpose are they supposed to choose? Aristotle’s Virtue theory is basically based on the fact that everything has a purpose and as humans our happiness is determined by the choices that we make. We should always strive to achieve our purpose whatever that may be and during that struggle hopefully we will achieve happiness. His theory may have some weaknesses but some of the ideas are supportable in my opinion. You need to use your logic to make informed decisions. Practice making the right choices, this practice will eventually turn into a habit. Make decisions that don’t cause harm to yourself or others. Lastly everything in moderation is a good rule to live by. This I believe will go a long way in helping human beings to achieve happiness. POWERED BY TCPDF (WWW. TCPDF. ORG).

Corrective And Preventive Action In Quality Management Information Technology Essay

Corrective And Preventive Action In Quality Management Information Technology Essay CAPA is an important Quality tool in the pharmaceutical industry. CAPA is defined as the corrective action and the preventive action. A corrective action is a change implemented to address a weakness identified in a management system whereas the preventive action is The action to eliminate the cause of a potential nonconformity or other undesirable potential situation. Management plays a key role in the successful implementation of the CAPA system for achieving the high quality pharmaceutical products. It helps the management to identify the problem that arises in the system and helps the administration to come up with the innovative ideas to improve the quality of the product.This Document discusses the Obstacles for achieving the integrated CAPA compliance, quality system CAPA procedure, Flow chart for implementing the CAPA system, phases of the CAPA system, benefits of the CAPA system .. In this stage of the CAPA process there must be the problem that has been identified, defined and documented. The documentation should completely explain about how the information has been gathered and it also should have the proof for the existing problem. In the appraisal stage the quality personnel member of the CAPA case will need to determine the impact of the quality on the companys overall quality management system which include cost, function, safety, quality etc.. The determination regarding impact should include the risk to the customers as well as risk to the employers. Once the impact and the risks are identified then the seriousness is determined. Based upon the companies long term experience the companies will associate the varying degree of the seriousness based upon which the necessary corrective and preventive actions will be taken. DISCOVERY:- Phase-3 discovery phase commences only when the remedial action does not solve the problem during phase-2 or when a long term action is required then the phase-3 action commences. Discovery phase is also called as the investigation phase and before the investigation commences specific goals are set in a manner such that these goals are accomplished before the phase-6.For accomplishing these goals specific strategy is developed which includes specific strategy for determining the contributing and root cause of the problem. It also include all specific circumstances related to the problem which include training, software, external factors, procedures, personnel, materials and equipment. EXAMINATION:- During the examination phase rooting out of the problem takes place after determining the possible and probable causes of the problem and data has been collected to refute these problems. The data that has been collected during this stage has been organized and documented .The sources for the examination phase can be from the testing results and review of the records, processes, service information, design control, operations which helps in determining the root cause of the problem. All the information is collected, organized and documented in readable form. ACTION AND IMPELMENTATION:- During this phase the REAL LIFE of the CAPA takes place. In this stage the investigator has to determine the root cause of the problem and he or she has to develop the methodology that prevents the problem to occur further. All the incidents in this stage are documented and for the successful implementation of this stage a successful CAPA SOFTWARE has been introduced which not only save the time and money but also keeps the records for the long term usage for tracking how the problem has been resolved. OBSTACLES FOR ACHEVING INTEGRATED CAPA COMPLIANCE:- CAPA management is an important part of the regulatory requirement which helps in reducing the liability, increases the customer satisfaction, helps in the reduction of the financial losses and strengthens the companys reputation. To achieve the maximum benefits from the CAPA, it must be an integral part of the enterprise compliance and quality management system(ECQM) which helps in the collection of the data on the existing problem, investigators will analyze the potential data, digs out the root cause of the problem, addresses the issues and follows the procedures to avoid the similar problem in the future and documents the entire process. CAPA can be effective only when it is an integral part of the companys culture. However they were many obstacles which prevents for achieving a truly integrated quality management system. Among those are the 1-DISPARATE SYSTEMS:- CAPA compliance is included in companys standard operating procedures however it is difficult to achieve the process with systems that most companies have. They are different programs that dont interface with each other, homegrown systems that dont have universal recognition, delaying the resolution of the quality issues and clouding the compliance picture. 2-LAX DOCUMENTATION:- Companies should require the centralized control without which the documentation chain required by the regulatory agencies is frequently broken. Companies should document their CAPA procedures without which the FDA will not know the CAPA requirements have been fulfilled. 3-COMMUNICATION BARRIERS BETWEEN CULTURES AND SPECILATIES:- Employees working in the company dont speak the same language, literally. In addition the terms that an engineer uses to describe a quality system may be different from that marketing manager or the compliance officer. 4-LACK OF TRAINING:- Majority of the employees that are working in the compliance issues are not well trained.so the Employees who are working in the quality management do not know, understand and take the responsibility as their role as the quality management. 5-DISCONNECT AMONG BUSINESS UNITS:- CAPA management is frequently seen as a job for the quality management but not as a concern in which production, RD, marketing or other departments which should be involved. 6-NON COLLECTION OF TRENDING DATA OR DATA NOT READILY AVAILABLE TO APPROPRIATE PERSONNEL:- Without the integrated ECQM, most departments keep the records on their own systems without which the company management cannot see the Companies compliance picture. Without this vision, the management cannot predict and prevent possible deficiency to meet the CAPA regulations. 7-SEEKING A QUICK FIX VERSUS SEEKING TO CORRECT THE ROOT CAUSE:- Companies generally focus on the product and the material issues rather than reaching below the surface to identify and address quality concerns. It results on focusing on product problems rather than on the systemic issues which prevents them to correct a root problem. However getting to the root cause is main aim of the CAPA. TRUE CAPA implementation is to identify and correct the problem by putting practices to prevent the future issues which require the integration and flow of information freely among companies various departments and locations. Five steps for success of CAPA system:- 1. Companies should implement an effective quality management system for tracking and logging the events utilizing centralized software system which helps in determining the root cause and implement an effective CAPA system. Moreover it also helps in the reduction on the boundaries between various departments. 2. Companies should implement an effective comprehensive investigation and root cause analysis which helps in developing the effective corrective and preventive action. 3. Accountability is maintained through notification and escalation procedures by utilizing the automated and the on the demand reporting. Communication helps in the resolution of the events in the timely manner whereas notification helps the management know where exactly the record is in and who is working on it. Notifications are approved to key personnel via record origination, record assignment, task completion and record approval. An escalation procedure helps in ensuring the key personnel about the dates approach and priority management responsible tool to the particular parties. 4. Easy accessibility of the Records, Notification and reports helps all the key personnel in the immediate response of the resolution process. Web based system also helps in to log in into QUALITY MANAGEMENT SYSTEM from any location which helps in quick response. 5. Effective checks are conducted to measure how well the CAPA plan worked Post implementation. A well-defined planning is essential for the elimination of the recurring events. This system helps in creating and assigning the effectiveness of the check records for each CAPA plan. If the issue is resolved, a review is conducted in the final stage. Phases of CAPA system:- CAPA system plays an important role in the quality management system. CAPA consists of the four important phases.. Phase-1: Planning Planning for the Measurement, Analysis and Improvement Process Establish the Data Sources and the Criteria Phase2: Measurement and Analysis Customer survey Service Report Process Control Complaints Supplier performance Return Product Supplier Performance Quality Audit Measurement and Analysis Phase-3 Improvement Identify the Action Identify the Root Cause Investigate Verification Of identified Action Implement Action Determine Effectiveness of Implemented Action Reporting to Management Management Review Phase 4 Input Management Sample CAPA Process Flow Factory Distributor Customer Data Corrective Action Request CRA Remediation Action RMA CAPA Completed No Action Needed CAPA Needed Root cause analysis and Corrective Action TASK Effective No YES CLOSE Requirements of Corrective and Preventive action (21 CFR 820, Subpart J) (1) For the corrective and preventive action, manufacturer should create and maintain the procedure and this procedure include some requirements for:- a) Service record complaints, Audit report of quality, records of quality, and operations of work, quality data sources to justify the obtainable and possible cause of original product. For detection of returning quality problems, this type of statistical methodology should be employed b) For the product, processes, and the system of quality, consider the cause of non-fulfillment of requirement. c) For the reappearance of unusual product and problem related to quality, recognize the corrective and preventive action. d) To decide the recognized corrective and preventive action is successful and has no adverse effect on finished devices; validate that corrective and preventive action. e) For correct and prevent recognized problem of quality it is necessary to implementing and recording the changes in method and procedure. f) Decide that information which are related to the problem of quality which is circulated and directly responsible to give surety such product quality for avoid of such problem. g) For review of Management, submit the corrective and preventive action and information of recognized problem of quality. (2) All actions necessary under this section, and their results should be documented Benefits and futures of CAPA (Fig -1- Benefits and Future of CAPA) 1.COST EFFECTIVE:-Many organizations do not implement a robust CAPA process because of its high cost.so CAPA is tracked by simple spreadsheets and home grown database which do not require full CAPA requirements. Where as Ready CAPA provides an application to meet quality management at an affordable price. 2. COMPLETE VALIDATION PACKAGE:-It is the part of the READY CAPA which ensures that the application is ready to use in days versus weeks 3. WORK FLOW APPROACH:-READY-CAPA enables to know that issues are tracked completely to resolution. CAPA helps in deciding the issues related to the problem and helps in solving and easily documented. It also helps in deciding the progress of the CAPA. 4.REGULATORY COMPLIANCE:-The procedures and policies followed by the companies must meet the regulatory compliance which includes the identification of the interphase system, constructed and tested the documents and policies and procedures. 5.CLOSED LOOP CAPA PROCESS:-It is implemented by the Ready CAPA electronic work flow. This helps in identifying the issues ,investigating the cause, action planning for the corrective and preventive action, implementing the actions, verifying the quality assurance approval, monitoring the periodic challenge option and closing 6. Closed loop CAPA helps to reduce the loss of data. 7. Closed loop CAPA management helps in providing the controlled environment. 8. CAPA helps in increasing the product quality by reducing the product cost and cycle time. Conclusion:- Now a days Quality has become an important issue in the pharmaceutical Industry. CAPA plays an important role in achieving the high quality of the pharmaceutical products. Many pharmaceutical companies are implementing the CAPA system which helps in reduction of the cost as well as improve the quality of the product. For the successful implementation of the CAPA, there should be a well-trained knowledgeable operator. The main aim of the CAPA is to identify the Root Cause of the problem and provide a solution to the problem that does not occur repetitively. Manufacturers when implementing the corrective and preventive actions must comply with the ISO standards for achieving the high quality. Management plays a key role in the successful implementation of the CAPA in the company for achieving the high quality of the product. Thus this document provides the guidance for the successful implementation of the CAPA.

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.

Against Making Flag Burning Illegal Essay -- Patriotism Freedom essays

Flag Burning There is a great travesty going on in America right now. Everyday, people are fighting to stop one of America’s greatest freedoms, the freedom of speech. Even this way of exercising America’s greatest amendment, freedom of speech, is not liked by all people it is still protected under our nation’s law. The act of publicly burning an American flag is something that is deemed disgraceful by many Americans, but it should not be outlawed.   Ã‚  Ã‚  Ã‚  Ã‚  Many people are offended by the act of publicly burning an American flag and feel it should be outlawed based on the fact that it is offensive to the citizens of this country. Although this may be true, people still have the right to protest. This was upheld in a Supreme Court case Texas v. Johnson, where the defendant Mr. Johnson was arrested for publicly burning a flag outside the Republican National Convention in Dallas, Texas. After being arrested Mr. Johnson was convicted of setting fire to a flag during a protest and chanting with other protesters; â€Å"America, the red, white, and blue, we spit on you†(Texas v. Johnson). He appealed his claim to the Texas Supreme Court of Appeals where they overturned the conviction based on the fact that he was exercising his first amendment right. One of the Supreme Court justices went on to say, â€Å"If there is a bedrock principle underlying the First Amendment, it is that the government may not prohibit the e xpression of an idea simply because society finds the idea itself offensive o... Against Making Flag Burning Illegal Essay -- Patriotism Freedom essays Flag Burning There is a great travesty going on in America right now. Everyday, people are fighting to stop one of America’s greatest freedoms, the freedom of speech. Even this way of exercising America’s greatest amendment, freedom of speech, is not liked by all people it is still protected under our nation’s law. The act of publicly burning an American flag is something that is deemed disgraceful by many Americans, but it should not be outlawed.   Ã‚  Ã‚  Ã‚  Ã‚  Many people are offended by the act of publicly burning an American flag and feel it should be outlawed based on the fact that it is offensive to the citizens of this country. Although this may be true, people still have the right to protest. This was upheld in a Supreme Court case Texas v. Johnson, where the defendant Mr. Johnson was arrested for publicly burning a flag outside the Republican National Convention in Dallas, Texas. After being arrested Mr. Johnson was convicted of setting fire to a flag during a protest and chanting with other protesters; â€Å"America, the red, white, and blue, we spit on you†(Texas v. Johnson). He appealed his claim to the Texas Supreme Court of Appeals where they overturned the conviction based on the fact that he was exercising his first amendment right. One of the Supreme Court justices went on to say, â€Å"If there is a bedrock principle underlying the First Amendment, it is that the government may not prohibit the e xpression of an idea simply because society finds the idea itself offensive o...

Trojan War Essay -- essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  In the book The Trojan War, by Bernard Evslin, Ulysses and Agamemnon both contribute to the Greek’s victory. Many considered Ulysses to be the real brains behind the Greek forces. Although Agamemnon was the leader of the Greeks, many would say he was not a good one. Even though Agamemnon did some good deeds during the war, many of his actions caused problems, and Ulysses often had to come to his rescue.   Ã‚  Ã‚  Ã‚  Ã‚  With Ulysses on the Greeks side they had amazing intelligence and bravery. Many great things happened because of Ulysses leadership. One example is when Ulysses dressed as a peddler, found where Achilles was hiding, and brought him back to fight in the war. Ulysses knew he had to find Achilles because the prophecies told the Greeks they couldn’t win the war without him. Secondly, Ulysses convinced the Greek forces to return and fight after Agamemnon almost lost them. He yelled to the troops â€Å"Stop! Agamemnon means battle and not retreat, you misunderstood his words† (p. 42). Lastly, Ulysses showed great smartness when he solved the riddle about the Trojan War. By him solving the riddle, the Greeks came to win the long war. Ulysses was also smart enough to think of hollowing out the horse so the Greeks could hide inside them and attack the Trojans while they were sleeping. He showed intelligence too when he pretended the horse was a sacrifice to the god Poseidon. The war may not have turned out the same if the Greeks ...

Three Dialogues Between Hylas And Philonous

The dialogues between Hylas and Philonous were written by George Berkeley, who was ordained as a Bishop in Cloyne. He was also a famous idealist and philosopher of the early modern period. His works reflects metaphysical ideas and concepts of idealism. Berkeley had written several books in his lifetime. All of his works reflected his views about life and spirituality as he makes arguments about the existence of things around us. He is very resilient in defending his claim by providing valid supporting evidences to support the argument.He is formulating arguments through proper use of words and concepts. He also made several critiques about the works of other philosophers who doubts in the existence of God. It was evident that Berkeley believes that there is a God, a Supreme Being who is responsible for the things we see. He is responsible for the sensorial qualities of the things around us. He explained the omnipotence of God from an idealist perspective. He made very strong argument s by questioning the nature of our sensory abilities and providing possible hypothesis for this.After making a series of hypotheses, he discarded each one by providing a counter-argument until he comes up with the last hypothesis that there is one capable being that is responsible for everything on Earth including the sensorial faculties of man. During Berkeley’s time, a lot of philosophers like the famous rationalist John Descartes, believed that material things existed even if it is not perceived by the human mind. They argued that the qualities of the object were inherent to the latter with or without human perception.They also believed that the objects around us help us to generate ideas about it as well as attributes. They also argued that human perception could be deceiving because not all concepts that were perceived by the senses were viable. Sometimes what we see in an object is not its real quality. A good example of this perhaps would be a pencil in a glass of wate r wherein a part of a pencil is submerged while the other is not. It can be observed that the submerged part appears to be bigger than the other half. Berkeley did not believe that material things existed. Rather, he believed in immaterialism and idealism.He argued with the apologists of materialism about this. He pointed out that materialism can be explained by the existence things around us through our own ideas but it cannot explain the nature of our ideas through the things around us. Maybe one advantage that Berkeley had at that time that made his argument firm was the fact that nobody could placidly explain to him what a material thing really is. Their description and exposition could not suffice the counter-arguments and inquisition of Berkeley. He believed that material things did not really exist. These were mere products of our senses.He expounded that material things are dependent on our mind and sensory abilities. Without our sensory-neural facilities, there will be no c oncept of things. Thus a material thing would not exist. In his work, â€Å"The Three Dialogues of Hylas and Philonous, in opposition to Skeptics and Atheists† Berkeley made a direct attack on the supporters of materialism by juxtaposing the claims of the materialist and his counter arguments. He used fictitious characters in this work in the likeness of Hylas and Philonous to explain his views about the perception of things and how these could be attributed to skepticism and atheism.He expressed his ideas on the words of Philonius, a character in his work, as he was conversing with Hylas, the character that represents the advocate of materialism. In the preface of his work, Berkeley explained that if the inferences he made would be validated, the concept of atheism and skepticism will no longer be applicable. He believes that if his ideas were applied, there will be a re-evaluation in the principles of science. The pointless part should be omitted keeping those that are plai n. The complex rationale for the things around us will be simplified.Also, he explained that instead of using paradox and ambiguous statement, man could simply apply plain common sense to explain the things around him. In the three dialogues of Philonous and Hylas, Berkeley used simple examples using the qualities that we perceive through our senses such as colors, sweetness of sugar, hot and cold and a lot more to support his inference that the qualities of material things does not exist per se. It is perceived through our senses and we associate the qualities. He even commented on the use of a microscope to see the qualities of things not visible in the unaided eye.I would like to share a particular scenario to illustrate my understanding of Berkeley’s views and how he inferred that materialism could lead to atheism and skepticism. As I was reading the lengthy debate of Hylas and Philonous, a particular instance came to my mind. What if three people were left in an isolated region with no initial knowledge of the common qualities of things? To intricate further, one of them could be considered color blind but can hear, the other can hear as well but could not see anything, and the third cannot hear sound but has normal vision. How do they describe a yellow chirping bird for example?Maybe in the perspective of the first person, it is a gray bird chirping. The second person perhaps might not have any ideas that there is a yellow bird but he could describe that he could hear a chirping sound, not exactly from a bird. The last one, however, could see a yellow bird with its beak moving, but there is no sound. Considering their three accounts, how would they know the real qualities attributed to the bird? Is the bird really yellow or is it gray? Does it really chirp or does it simply move its beak, or is there really a bird or is it just a chirping sound?In that example, who describes the most accurate qualities of the bird? How would the third person infer that he sees the correct color because he is normal if there are only three of them with different descriptions? Is it suffice hitherto to conclude that qualities of the materials are inherent to the subject with our without our perception if these qualities differ from one person to another? What if half of the world’s population had congenital color blindness and claims that the leaves of the trees are brown while the other half claims it is green.How can the latter defend that the leaves are green if the former does not have any concept of what the color green is? What then is the real color of the leaves? Is it brown or is it green? What then is the inherent color of the leaves with or without man’s perception and how can we prove it? How can we say that everything that we perceive is the inherent quality of that object? I believe that the scenario was as the same as what Berkeley wanted to point out. In this dialogue, Philonous enlightened Hylas about his percept ion on material things.Hylas believed that we cannot dissociate a characteristic of material to a material. We cannot say that a sugar will no longer be sweet just because we do not perceive it as sweet. However, if we are going to look for the history of sweetness as one of the characteristics of sugar, it will be easier to infer that this observation was based on the consensus of the people who tasted sugar. It was perceived by our taste buds. A lot of people sharing the same opinion established the authenticity in the statement that sugar is sweet. What if we could not taste sugar, does that mean that it is no longer sweet?If our taste buds failed to savor the sweetness in the chocolate bar that we are eating, does that mean that the chocolate bar is no longer sweet? However, one interesting argument that Berkeley laid through Philonous was that if it is true that qualities are innate to the object per se, why does food taste bitter to others while sweet to some? If our perceptua l rationale is arbitrary, how can we establish the fact that the characteristics of an object around us akin to the object? What will that characteristics be? How can we prove that objects would exist with or without us?I would admit that the challenging enigma that Berkeley posed in this dialogue is quite tedious to refute. I agree with Berkeley as he opposed the idea that the qualities of an object are inherent to the object with or without our perception of it because we have different perspectives. Our concepts of things are provisory on our capacity to view things. We cannot think of the unthinkable, of something that goes beyond our capacity to think. Also, on the Third Dialogue, Hylas asks Philonous about the story of creation wherein Moses described the creation of corporeal things, the sun, the moon, the plants and animals.These were not mere ideas existing only in the mind. These are tangible things. Hylas challenged Philonous on how he could make his claims consistent to the account stated in the story of Creation. Philonous defense was to define what he meant by ideas. Ideas are not fictitious. According to Philonous, ideas are based on the things perceived by the senses. Any object that could not be perceived by the senses could not be considered ideas or beyond human thought that it will be impossible to draw even a visual representation are not ideas. Thus, his claim is cohesive with the theories of creation because we can perceive these things.What Philonous disapproves is the fact that material things exist by itself with its characteristics distinct. In the last part of the third dialogue, Hylas was convinced with the explanation of Philonous. They made inferences and juxtaposed their claims and the notions of the materialist philosopher and their rationale for the claim. They inferred that matterare things that are perceived by the mind and its qualities are not akin to itself but on our perception of it. It is a common knowledge but through the philosophies introduced by other scholars seemed makes it more intricate.His main goal is to unite the â€Å"concept that the things we are the real things and these are ideas which exists only in the boundaries of our minds. † Berkeley believes that the principle of materialism could lead to skepticism and atheism because something beyond the capacity of our mind, we tend to conceptualize a material world without the sovereign of God. In my opinion, what the author wanted to say was that the moment we believe that a thing would exist by itself independent of our perception would imply that a material world could be expected to run without God.It would lead us to believe that material things exist the way they are and there are no spiritual being causing those things to happen. On the last part of the dialogue, Philonous connoted that some philosophers had the tendency to become skeptics and atheist with formulation of scientific and mathematical principles and of things with no empirical content. It should not be the case; the principles of science should not be a paradox to the existence of God. By believing that things exist beyond our perception is an outright denial that God does not exist.It is embracing the notion that things are just the way they and there is nobody that controls it. In the last part, he used the fountain as an example. Water was able to rise and fall because of gravity. This principle made others skeptics when in fact this could simply be explained in a lighter sense. Our perception makes us aware of the gifts God has endowed in our world, its existence is under the providence of God. Thus, thinking what our minds cannot conceive and our senses cannot perceive could led us to doubt that God is the cause of all these things. This skepticism in the long run could lead to denial of God

EX open ended lab fluid

The flow Of water should be changed by regulating the outlet flow control valve. ) Once again, measure the flow of water and the manometer reading. 10) At least 6 readings should be obtained per experiment. 1 1 ) Turn off the pump, shut the isolating valve and the tapping valve for test pipe 1 12) The manometer is then inserted into the tapping points for test pipe 2 and open both the tapping and isolating valve. 13) Run the pump and all the relevant readings should be taken 14) The procedures were repeated for test pipe 3.Problem statement This water distributing system is to be a design for a water supply system from reservoir in Pang to Muar. The design will take into consideration all related parameters that will affect the design in terms of head loss. The monthly report will be submitted to Lumbago Air Juror. My team will be conducting an experiment to determine the most effective pipe size, by considering friction factor and pipe fitting. We will prepare the stimulated experim ental design for submission.Ways and means Suitable test methods to carry out the experiment were Identified based on the relevant standards. The experimental methods will be presented and we will defend our procedure. Rest It sheet PVC pipe no 1: diameter = 1 inch Cue /ran) Hal (m) h2o (m) Expo. Head loss, hex (IMHO) Pipe diameter Velocity, V (m/s) Theoretical head loss, (IMHO) percentage error (%) PVC pipe no 2: diameter = % inch Q (L/r-n) Theoretical head loss, Percentage error (%) PVC pipe no 3: diameter = h inch Q (L/ran)