Filipinos and the Reproductive Health Bill Essay

The Reproductive Health Bill – more commonly known as the RH Bill – is one of the most controversial bills that are being discussed today. It was only recently, however, that much attention had been directed towards it. The implementation of laws provisioning almost the same contents as the RH Bill today dates back in the late 1960’s during the reign of former President Ferdinand Marcos. At that time, Family Planning was adopted by the government purely for the purpose of population reduction towards the alleviation of poverty, as is the government’s commitment to population control stated in The 1973 Constitution, â€Å"It shall be the responsibility of the state to achieve and maintain population levels conducive to the national welfare† (Likhaan and ARROW 17). Unfortunately, when the Marcos administration was replaced by the Aquino administration, the ground for the government Family Planning Program became shaky. It was attempted to be abolished twice but was saved through its transfer from the Department of Social Welfare to the Department of Health in 1988 due to both local and international pressures (17). During the Ramos administration, the Philippine approach towards population control shifted from the previous population control framework to the reproductive health approach (Likhaan and ARROW 17). This was a result of the Philippine participation to the International Conference on Population and Development (ICPD) held in Cairo, Egypt (17). It was also under this regime that Secretary of Health, Dr. Juan Flavier funded the purchase of contraceptives and launched an anti-AIDS campaign heavily featuring condoms despite fervent opposition from the rulers of the Catholic Church (17). A legacy that perhaps he passed on to his successor Dr. Carmencita Reodica who was the brain behind the implementation of an Integrated Reproductive Health Program within the DOH (17). As another change in administration took place however, the reproductive health programs stated above were abolished and while the new regime have tried to present newer programs for the improvement of Philippine reproductive health, none were implemented due to the ousting of Estrada which then brought us the Macapagal-Arroyo administration (Likhaan and ARROW 17-18). It is said that it was in this administration that government reproductive health programs previously implemented by former administrations â€Å"regressed† (18). Two big events happened during this time. First was the banning of the emergency contraceptive pill called Postinor which raised a torrent of rallies and protests from health and women’s NGOs and the second was Arroyo’s announcement that she would veto the proposed Reproductive Health Bill at that time even if it were passed because she believes that it is â€Å"a pro-abortion bill†(18). The struggle for the passage of the RH Bill, however, did not stop there. As the current regime led by Pres. Benigno Aquino, Jr. took over, the fire brought by this controversial debate has been lit once more. The bill has undergone a few revisions and the anti-RH and pro-RH factions have continued their unceasing debate. The anti-RH faction, supported by the Catholic Bishops Conference of the Philippines (CBCP), other so-called Pro-Life Organizations, and some famous personalities like Manny Pacquiao, argue that the bill is anti-Life, anti-Poor, unconstitutional and anti-God. The pro-RH faction – supported by Health and Women NGOs, International Organizations, and also various personalities like Lea Salonga and Sen. Mirriam Santiago – on the other hand, believes that the RH Bill is pro-Life, pro-Poor, pro-Choice, constitutional and NOT anti-God. On my part, I stand by the pro-RH faction. The Reproductive Health Bill is an important step towards the improvement of the quality of life of every Filipino, and I believe that it is the government’s responsibility to allow its people to take this crucial step forward. In what follows, I will explain why I think that the Reproductive Health Bill should be passed. Women Empowerment Many Filipinos are unaware of the real purpose behind the Reproductive Health Bill, or to be more exact, The Responsible Parenthood, Reproductive Health, and Population and Development Act of 2011. Most usually, debates between the anti-RH faction and the pro-RH faction end up with the topic of overpopulation and whether decreasing the population growth rate would solve most of the problems plaguing the Filipino nation. I myself had been misled by these recurrent arguments and thought that perhaps the point behind this bill was to decrease the rate by which our population grows. Further examination of the bill however proved me wrong. The purpose of the legislators in presenting this bill was not to decrease the population growth rate of Filipinos; rather it is to empower them most especially its most vulnerable sector, the Filipino women. Reproductive Health, as defined by the World Health Organization (WHO), is a state of complete physical, mental and social well-being that implies that people are able to have a responsible, satisfying and safe sex life and that they have the capability to reproduce and the freedom to decide if, when and how often to do so. Also, they added, it implies the presence of the right of access to appropriate health care services that will allow women to go through pregnancy and childbirth safely (WHO). Unfortunately for the Philippines, the lack of a comprehensive reproductive health law has drawn its toll on women producing a high Maternal Mortality Rate (MMR) of 162 per 100,000 live births (Pernia, et.al.). This means that about 11 women die every day during childbirth (NSO, 2006). Another effect of the absence of a comprehensive law that offers effective reproductive health care services is an Infant Mortality Rate (IMR) of 25 per 1000 infants (Dizon). In other words, there is a total of 62, 000 infant deaths every year, or 169 deaths every day (Dizon). Aside from those, there is an estimated 473,400 women who have abortion every year, 90% of them done by married women, producing a rate of 27 abortions out of 1000 women aged 15-44 years old (Pangalangan, Juarez, et.al). Also, 78,900 women among those who had abortion are hospitalized due to post-abortion complications (Juarez, et.al). What is sad about this is that all this deaths and complications could have been prevented and attended to if women were provided with proper and sufficient family planning and health care services. The Responsible Parenthood, Reproductive Health and Population and Development Act of 2011 aims to protect women from the aforementioned complications of having no readily available reproductive health and family planning services (HB 4244). In Section 5 of House Bill 4244, entitled Midwives for Skilled Attendance, the bill ensures the availability of full time, skilled and properly trained birth attendants for women at a ratio of one (1) birth attendant per a hundred and fifty (150) deliveries per year (HB 4244). Also in Section 6 of the same bill, each province and city, assisted by the DOH, would establish or upgrade hospitals with sufficient and qualified personnel, facilities and supplies that would enable them to provide efficient and effective emergency obstetric care (HB 4244). Aside from that, private and non-government reproductive health care service providers – including but not limited to gynecologists and obstetricians – are mandated in House Bill 4244â₠¬â„¢s Section 22 to provide at least 48 hours annually of reproductive health care services which involves information and education, and rendering medical services free of charge to indigent and low income patients, especially to pregnant adolescents (HB 4244). However, these are not the only provisions that the Reproductive Health Bill offers women and their children. In Section 8 of House Bill 4244, the government ensures that a Minimum Initial Service Package (MISP) for reproductive health – includes maternal and neonatal health care kits and services defined by the DOH – would be ensured for women in crisis situations such as disasters (e.g.; earthquakes, flood) and humanitarian crises (e.g.; famines, epidemics). The MISP will become a part of the initial response of government units and national agencies at the onset of crises and emergencies (HB 4244). Also, in House Bill 4244’s Section 14 maximum benefits as provided by PhilHealth programs would be given to serious and life threatening reproductive health conditions such as AIDS, breast and reproductive tract cancers, obstetric complications and other similar conditions. Aside from maternal health care services, the bill also promises to provide a full range of modern family planning methods to be available in all accredited health facilities which, for poor patients, shall be fully covered by PhilHealth Insurance and the government on a no balance billing (Section 7, HB 4244). These provisions of the bill are important in protecting women from the risks brought by pregnancy and from the difficulties caused by unplanned pregnancies. According to a research report published jointly by the Guttmacher Institute and the United Nations Fund for Population Activities (UNFPA): Better timing and spacing of births can reduce complications related to pregnancy and delivery, and improve the health of women and their infants (Singh S, et.al). Also, according to this same research, if contraceptive needs for women are met sufficiently, the number of induced abortions would decline by 70% in the developing world (Singh S, et.al).   Providing women with these reproductive health services also move in accordance to the Magna Carta for Women. In Section 13 of House Bill No. 4273, the law insures women the access to information and services related to their health. This includes maternal care which involves pre-natal and post-natal services that would address a woman’s pregnancy, and the health and nutrition of both the mother and the infant, and legal, ethical, medically safe and effective family planning methods (HB 4273). Despite the many advantages that the Reproductive Health Bill offers to women however, there are still those who desire to hinder the passage of this bill. One of these detractors is the CBCP who claims that the bill is anti-life and unconstitutional. What saddened me however is that in one of their statements, they have summed up choosing to defend the RH Bill as â€Å"choosing death† (Odchimar). I quote: We are at a crossroads as a nation. Before us are several versions of a proposed bill, the Reproductive Health bill or sanitized as a Responsible Parenthood bill. This proposed bill in all its versions calls us to make a moral choice: to choose life or to choose death (Odchimar). Reading this statement caused a moment of irritation which swiftly turned to sadness as I realized how misinformed my fellow Filipinos were. The Reproductive Health Bill is not anti-life; it is, through thorough examination, explicitly pro-Life (Pangalangan, Pernia et.al). The Reproductive Health Bill will not only protect a woman’s right to make a choice but also protect her life and the life of her child. Providing quality health care services to women will help fight the complications of pregnancy and even help avoid induced abortions (Pernia, et.al, Pangalangan, Lagman). Choosing the Reproductive Health Bill would never be equal to choosing death. In this same statement by the CBCP, they also shared one of the reasons why they specifically object to the RH Bill: Advocates also assert that the RH Bill empowers women with ownership of their own bodies. This is in line with the post-modern spirit declaring that women have power over their own bodies without the dictation of any religion. How misguided this so-called â€Å"new truth† is (Odchimar)! That women own their bodies is subject to each and their own beliefs. I myself, even as a woman, do not believe that I own this body with which I move and act. I acknowledge that this body of mine was something given to me by the Lord and therefore his, yet it must also be acknowledged that not all Filipinos share this same belief. First of all, not all Filipinos are Catholics and it is wrong to deprive them of the support they ask of the state simply because the religious leaders of the most prevalent religion disagree with it (Pangalangan, Pernia, et.al). Second, 90% among the 97% who claim that they want the RH Bill to be passed are Catholics which shows how pressing this matter is (Pangalangan). Whether or not our bodies were our own or just borrowed from the Lord, the fact that it needs protection, support and sufficient health services could not be denied. About 60% of Filipinos are dependent on the government for the provision of family planning services and it is the government’s responsibility to make it continuously and readily available for them (Pangalangan). The Reproductive Health Bill will provide women with sufficient, efficient and effective family planning and reproductive health care services. This will not only benefit women but their children as well. It would protect them in many ways and help preserve lives that need not be lost. Family Planning Methods Family Planning allows individuals and couples to anticipate and achieve their preferred number of children and the spacing and timing of their births (WHO). There are many mediums of contraceptives that have been invented and developed through time. Mostly, they are divided into two categories: Natural Family Planning (NFO) methods and Artificial Family Planning (AFP) methods. Natural Family Planning Methods mainly involves determining when a woman is fertile or not and having intercourse during days when fertilization would not occur (IRH). The effectiveness of this method is dependent on many factors however, these include faithful participation between sexual partners, accuracy in predicting the woman’s fertile days and ability to perfectly follow the methods they choose (IRH). Aside from that, there are women, in fact a lot of them, for whom Natural Family Planning methods may not work, considering this, the success rate of NFP methods are comparatively lower than Artific ial Family Planning methods (IRH). Artificial Family Planning Methods are methods that employ external factors. This involves pills, injectables, patches, vaginal rings, implants, Intrauterine devices (IUDs), male and female sterilization, condoms, etc (WHO/RHR). A variation of these methods may work depending on the situation of the women or men involved, however, most of the time the success rates of these methods are fairly higher than NFP methods (WHO/RHR). In the Reproductive Health Bill, a full range of Family Planning (FP) methods would be made available in all accredited health facilities (Section 7, HB 4244). Also, they would be labeled as essential medicines, which means that they would be part of the National Drug Formulary and would be included in the regular purchase of essential supplies of all public hospitals and health units (Section 10, HB 4244). This would help many Filipino families, especially the poor, in achieving only the size of the family they desire (Pernia, et.al). In recent statistics, evidences that the poor prefer smaller families but are incapable of achieving t his because of lack of accessibility of Family Planning Methods have been found (Pernia, et.al). Recently, a survey by the Social Weather Station showed that 97% of Filipinos want to be able to control their fertility and plan their families (Pangalangan). Allowing access to readily available Family Planning Methods would be an efficient response to this call. Aside from that there is good reason for promoting both Natural and Artificial Family Planning methods. In a discussion paper released by the UP School of Economics, they said that: †¦ensuring access to the full range of modern (â€Å"artificial†) FP methods cum appropriate information raises the success rate of achieving the desired family size. Limiting FP options to â€Å"natural family planning (NFP) methods only† fails to address the private and social costs of mistimed and unwanted pregnancies (Pernia, et.al). Providing both Artificial and Natural Family Planning methods would allow for greater success rate in achieving the desired family size of Filipinos. However, this is not the only good effect of Family Planning methods. Some Family Planning methods, when correctly used, may help prevent the transmission of HIV and other sexually transmitted infections (WHO). Use of Family Planning methods also reduces occurrences of induced abortions (WHO). This provisioning of FP methods also supports the recognition of the family as an autonomous institution that has the right to found a family in accordance to their desired number and spacing of children (WHO, 1987 Constitution). Despite the advantages of offering both Natural and Artificial methods of Family Planning however, there are those who say that only Natural Family Planning methods should be supported by the bill. This is because, for these anti-RH groups, Artificial Family Planning methods are abortifacients and are unsafe. First of all, there is a big difference between a contraceptive and an abortifacient. To put it in simple terms, a contraceptive is something used to prevent fertilization between a sperm and an egg while an abortifacient is something used to kill an already fertilized egg. Despite my belief that there is no need to elaborate further, I still shall reiterate it: Contraceptive methods are not abortifacients. Second, the provision of family planning metho ds requires counseling with a family planning provider (Magallon). These family planning provider/counselors function to advise a couple of the most appropriate method for their situation and also to screen those who wish to avail of these methods (Magallon). One of the things they require of the couple is information on whether the woman is pregnant or not, or if sexual intercourse happened between them inside a certain period of time (Magallon). If it so happens that sexual intercourse occurred and/or the woman were pregnant, the family planning counselor would either ask them to wait and confirm first if the woman is pregnant or not provide a method of family planning to the woman (Magallon). This they do to avoid any bad effects that a contraceptive might have on an already existing child (Magallon). Another claim against artificial contraceptives, especially of oral contraceptive pills, is that they have been found to be carcinogenic agents in a recent research conducted by the Women’s Health Initiatives and was classified so by the International Agency for Research on Cancer (â€Å"Position Paper on the RH bill†). In all fairness, further research on my side lead me to the conclusion that this information is true. However, while it is true that OCPs are Group 1 carcinogens, it is also true that use of OCPs prevent endometrial and ovarian cancers (Associated Press). Aside from that, I think it is worthy to point out that the dosages used in the studies from which the conclusion was made were, to quote Dr. Steven Goldstein, professor of the New York University Medical Center, â€Å"2  ½ to 4 times higher than the dosages I’m using today in most wo men [referring to the pills she provides her clients with]† (Associated Press). Also, according to director of analytic epidemiology of the American Cancer Society Eugene Calle, the evidence of increase in breast cancer risk is very small and transient, which means that it disappears as soon as the intake of the pills is stopped (Associated Press). Providing Filipinos with both Artificial and Natural Family Planning Methods may have a few disadvantages but I believe that the advantages of these actions outweigh all the cons. If the Reproductive Health Bill is passed, considering its main thrust is promoting full information and providing access to and choice amongst the full selection of family planning methods – whether natural or artificial – more unintended pregnancies would be prevented thus reducing the current MMR of the Philippines and saving the lives of not only women but children as well (Pernia et al.) Effects of the Reproductive Health Bill A lot of effects other than those mentioned before may come from the passage of the Reproductive Health Bill. One of these miscellaneous effects is that it would help reduce the population growth rate which would then produce a sort of chain reaction that would help alleviate poverty especially in the poorest areas here in the country (Alonzo, et.al, Pernia, et.al). This happens because parents who are able to space their children and acquire their desired family size are more capable to bear the cost of raising and educating their children (Pernia, et.al). Once educated, these children would then be able to help raise their families above poverty through work and business (Pernia, et.al). Another effect of the Reproductive Health Bill is it encourages women to exercise their right to choose and their free will (Lagman). Women would be given the chance to make informed choices on matters that affect them the most (Lagman). The promotion of an age-appropriate sex-education program would also help teenagers determine how to act in the face of sexual confusion (Lagman). It will promote â€Å"correct sexual values† and instill both consciousness of the freedom of choice and responsibilities of exercising one’s rights (Lagman). Knowledge on these matters is important because health risks associated with mistimed and unplanned pregnancies are higher for women who become pregnant while still in their adolescent ages (Pernia, et.al). Against all these good effects however, there are those who claim that if the RH Bill would be passed then a so-called â€Å"demographic winter† – inverse triangle population, with the old above and the young below – would occur in the Philippines (â€Å"Position paper on the RH bill†). This, according to some UP Professors of Economics has been greatly exaggerated and could only be considered as a scare tactic that intends to instill fear in people’s minds and which was probably spread by people who do not understand population dynamics â€Å"or worse, who intend to mislead† (Alonzo et al., also cited in Lagman). Conclusion The RH Bill empowers women. It reinforces the people’s freedom to choose and freedom to be informed. It protects not only the sanctity of life but the quality of life that a child will have once he is born. It is pro-life, pro-women and pro-choice. The Reproductive Health bill also aims to protect women from the many complications of pregnancy and childbirth. It also aims to provide better care for every child born. Aside from that, the RH Bill will enable Filipinos to protect themselves better form sexually transmitted diseases such as AIDS. Both Artificial and Natural Family Planning Methods are essential for the implementation of a comprehensive reproductive health law. These methods are scientifically proven safe and though some might have adverse effects, the advantages of these methods outweigh the risks they may present. The Reproductive Health Bill is a bill that allows spouses to plan their families and gain only the children they can provide for. It will help many poor families in investing more for their children and can alleviate poverty even if it cannot make it disappear altogether. The Reproductive Health Bill will also enable the youth to understand their rights and their responsibilities and promote proper sexual values. Understanding all this, I call for the immediate passage of the Reproductive Health Bill for the good of the Filipino nation. Works Cited â€Å"1987 Constitution of the Republic of the Philippines.† The LAWPHiL Project. Arellano Law Foundation, n.d. Web. 5 September 2011. Alonzo Ruperto P., Arsenio M. Balisacan, Dante B. Canlas, Joseph J. Capuno, Ramon L. Clarete, Rolando A. Danao, Emmanuel S. de Dios, Benjamin E. Diokno, Emmanuel F. Esguerra, Raul V. Fabella, Ma. Socorro Gochoco-Bautista, Aleli P. Kraft, Felipe M. Medalla, Nimfa F. Mendoza, Solita C. Monsod, Cayetano W. Paderanga, Jr., Ernesto M. Pernia, Stella A. Quimbo, Gerardo P. Sicat, Orville C. Solon, Edita A. Tan, Gwendolyn R. Tecson. Population and Poverty; The Real Score* (DP 2004-15). Discussion Paper. UP School of Economics; December 2004. Web. 5 September 2011. PDF. Associated Press. â€Å"Hormone pills added to list of carcinogens.† msnbc.com. 29 July 2005. Web. 5 September 2011. â€Å"Contraception.† Gale Encyclopedia of Medicine. 2008. The Gale Group Inc. Web. 5 September 2011. Lagman, Edcel. â€Å"Reproductive health bill: Facts, fallacies.† INQUIRER.net. 3 August 2008. Web. 5 September 2011. Retrieved from: Likhaan and ARROW. State of Filipino Women’s Reproductive Rights: 10 Years Post Cairo Shadow Report. Research in Brief. 2004. Print. Pernia, Ernesto M. Stella Alabastro-Quimbo, Maria Joy V. Abrenica, Ruperto P. Alonzo, Agustin L. Arcenas, Arsenio M. Balisacan, Dante B. Canlas, Joseph J. Capuno, Ramon L. Clarete, Rolando A. Danao, Emmanuel S. de Dios, Aleli dela Paz-Kraft, Benjamin E. Diokno, Emmanuel F. Esguerra, Raul V. Fabella, Maria Socorro Gochoco-Bautista, Teresa J. Ho, Felipe M. Medalla, Maria Nimfa F. Mendoza, Solita C. Monsod, Toby Melissa C. Monsod, Fidelina Natividad-Carlos, Cayetano W. Paderanga, Gerardo P. Sicat, Orville C. Solon, Edita A. Tan, and Gwendolyn R. Tecson. Population, Poverty, Politics and the Reproductive Health Bill (DP 2011-01). Discussion Paper. UP School of Economics; February 2011. Web. 5 September 2011. PDF. Retrieved from: Philippines. Cong. House. The Responsible Parenthood, Reproductive Health and Population and Development Act of 2011. 15th Cong., 1st sess. HB 4244. PDF. â€Å"Position Paper on RH bill: by Individual Faculty, Students and Alumni of the University of the Philippines.† iPetition.com. n.d. Web. 5 September 2011. Retrieved from: Singh S et al., Adding It Up: The Costs and Benefits of Investing in Family Planning and Maternal and Newborn Health, New York: Guttmacher Institute and United Nations Population Fund, 2009. (Suggested citation) WHO. â€Å"Reproductive Health.† World Health Organization. n.d. Web. 18 October 2011. Retrieved from: < http://www.who.int/topics/reproductive_health/en/> WHO. â€Å"Family Planning.† World Health Organization. n.d. Web. 18 October 2011. Retrieved from: WHO.

Explain Each of the Terms Essay

Explain Each of the Terms: Speech, Language, Communication and Speech Language and Communication Needs. Explain each of the terms speech, language, communication, speech, language and communication needs. EYMP5 (1. 1) The dictionary explanation of speech is â€Å"The expression of or the ability to express thoughts and feelings by articulate sounds† or â€Å"A person’s style of speaking† To speak is to physically be able to produce the individual sounds and sound patterns of our language, or articulate, to be able to produce speech with appropriate rhythm, and free of stuttering behaviour, and to produce speech with an appropriate vocal quality for age and sex. While speech involves the physical motor ability to talk, language is a symbolic, rule governed system used to convey a message. In English, the symbols can be words, either spoken or written. We also have gestural symbols, like shrugging our shoulders to indicate â€Å"I don’t know† or waving to indicate â€Å"Bye Bye† or the raising of our eye brows to show that we are surprised by something. Language can be defined as being made up of socially shared rules that include the following: †¢What words mean (e. g. , â€Å"star† can refer to a bright object in the night sky or a celebrity) †¢How to make new words (e. g. , friend, friendly, unfriendly) †¢How to put words together (e. g. , â€Å"Peg walked to the new store† rather than â€Å"Peg walk store new†) What word combinations are best in what situations (â€Å"Would you mind moving your foot? could quickly change to â€Å"Get off my foot, please! † if the first request did not produce results) You can have language without having speech. Though speech and language are related, you do not have to have speech to have a language. How? The best example of this is the use of Sign Language. Communication is the process of conveying a message or meaning to establish a shared understanding to others. You don’t need speech or a shared language to communicate. How? Let’s say you decide on a trip to Rome, but you don’t speak one word of Italian. You get off your plane, and you want to pick up your†¦ [continues]

Pussy Riot

This group has approximately 11 members, with women ranging from age 20 to 33. This group's activities include staging unauthorized provocative performances in public places and then video taping them to post on the internet. These women protest with lyrical songs consisting of topics on feminism, LIGHT rights, opposition to the policies of the Russian President Vladimir Putting. They also make inks between Putting and the Russian Orthodox Church.Puss Riot is already a controversial group because they perform in Inappropriate places, but one specific performance at Moscow Cathedral of Christ the Savior threw these women overboard. Their actions were immediately stopped by church security guards and two of the group members were arrested and charged with â€Å"hooliganism motivated by religious hatred. † They were each sentenced to two years in prison. The trial for this case became exhausting and complicated very fast and retests were being held all over the world after the gr oup's sentence was announced.What is interesting about this documentary Is that, although this group Is a subculture and they are definitely going against many social norms by performing provocative unpleasant to hear songs about their beliefs, many people actually like and support them. However, others may consider this a disgusting act of pure deviance. Although this group of women may look more like a counterculture than a subculture, considering their appearance and vulgarity, they actually do not fall ender this category because they are not trying to hurt anyone.As said In the documentary, these women are nice people who Just want to express their beliefs. We all have beliefs and we all probably express them from time to time, but these women Just decided to express them In more of an Inappropriate, blunt, and passionate way that goes against the social norm. This still means that these women were deviant. They were deviant In the fact that they were going against the norm as well as In the fact that they were arrested and charged with hooliganism.

Neuromarketing: Debunking the Myths

ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Graduate School of Business MARKETING MANAGEMENT 555 ASSIGNMENT 2 Neuromarketing: Debunking the Myths? Actual Count: 3624 (Excluding cover, contents and reference pages) Page 0 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? TABLE OF CONTENTS INTRODUCTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Neural Correlates †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Ethics of Neuromarketing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 Free will & Decision-making †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 CONCLUSION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 REFERENCES:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 Page 1 of 18 ASSIGNMENT 2: Neuromarketing: Deb unking the Myths? INTRODUCTION Neuromarketing, argues Lee, Broderick, & Chamberlain (2007) is an emerging interdisciplinary field that combines economics, neuroscience and psychology, with Neuromarketing being term just six years ago says Smidts (2002). The goal of neuromarketing suggests Laybourne & Lewis, (2005) and Smidts (2002) is to study how the brain is physiologically affected by marketing strategies and advertising. Brain activity resulting from viewing an advertisement is monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI), as shown in Figure 1, and electroencephalography (EEG) is used in order to evaluate the Figure 1 fMRI Image effectiveness of these strategies (Laybourne & Lewis 2005). McClure et al (2004) says neuromarketing studies usually measure preference between products in terms of brand familiarity or product preference. As a viewer may hold a cognitive bias in traditional marketing studies, measures such as the product preference for a particular advertisement is sometimes difficult to measure argues Schaefer, Berens, Heinze, & Rotte (2006). Walter, Abler, Ciaramidaro, & Erk, (2005) suggest in neuromarketing studies, brand familiarity and product preference have been correlated with neural activity. Further, consumer protection groups and academics view the field of neuromarketing with caution due to the possible ethical implications of designing advertisements to intentionally cause specific neurological effects (Commercial Alert, 2003). Laybourne & Lewis (2005) and Smidts (2002) says functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) are intrinsic neuromarketing are neuroimaging techniques and comprise the neuroscience aspect of the field. fMRI requires a participant to lay on a bed, with their head located inside the ring of a scanner. Researchers can measure the neural activity throughout the brain in terms of blood flow via oxygen usage by monitoring the participant? s brain with fMRI. As a contrast for this technique researchers can also use EEG equipment as it is fairly portable and light. Using numerous electrodes that are placed on the articipant? s scalp in a Figure 2 Brain Cap Page 2 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? net-like fashion, as shown in Figure 2, EEGs can measure brain activity by assessing electrical activity at the scalp. Using both behavioural responses as well as neural activations Fugate (2007) says researchers are able to use neuroimaging to monitor and conduct marketing studies of the participant? s response. Fugate (2007) explains neuromarketing as being the process that involves asking subjects to perform experimental tasks and control tasks whilst being wired to various electronic devices. Researchers are able to compare differences in the images produced during the respective tasks as the devices generate instant, colourful images of a working brain. Researchers are then able to see what parts of the brain have responded to the stimuli used (Fugate 2007). Fugate (2007) describes the mechanics behind neuromarketing, as a revolution in the marketing, however, Fugate (2007) has overlooked some critical scientific concepts, specifically the corollary nature to neuromarketing research. Nneuromarketing as a concept suggests Smidts (2002) emerged prior to the word actually being used in 2002, despite suggestions otherwise. Many studies lacked the spatial resolution to make any useful claims as to the mechanisms behind effective and ineffective advertising techniques due to limitations of neuroimaging techniques conducted in the past few decades (Smidts 2002). An example argues Reeves, Lang, Thorson, and Rothschild (1989), is their claim that in an EEG study television scenes with negative content causes activation of the frontal portion of the right hemisphere while positive messages cause greater left hemisphere activity in the frontal region. It is important to note that as only four electrodes were used (in addition to the two reference electrodes) cortical arousal was only monitored in terms of frontal versus occipital (Reeves, Lang, Thorson, and Rothschild 1989). Now days, EEG systems are much more precise and often have up to 256 electrodes to monitor brain activity. Many other studies from the same time period by Krugman, (1971); Rothschild, Hyun, Reeves, Thorson, & Goldstein (1988); Rothschild & Hyun (1990); Weinstein, Appel, & Weinstein (1980) also employ „hemisphere? activations as key findings. Nonetheless, suggest Weinstein et al (1980) it is not the fact that earlier research in „neuromarketing? has been imprecise that is of greatest importance, but rather how quickly the field has evolved over the last few years. Page 3 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Conditioning & Marketing Two methods are typically employed in neuromarketing research as means of evaluating an individual? s preference between products: product preference and brand familiarity. Product Preference Product preference comparisons involve two known brands or products, which is unlike brand familiarity. Walter et al. (2005) uses an example of male participants being asked to rate a car? s looks regardless of cost and practical requirements, given the choice between a high performance sports vehicle, a midsized vehicle and a small car. Participants ranked the sports car first, followed by the med-sized car, with the small car ranked last. Walter et al (2005) suggested the sports cars as a primary reinforcer for social dominance, representing independence, power and speed. In this example, the sports car acted as a secondary reward. Money or cultural goods are secondary rewards that reinforce behaviour only after prior learning, through associations with primary rewards (innate reinforcers including food, water, and sexual stimuli). The three main functions of rewards as outlined by Walter et al (2005) can: (a) induce positive effect, (b) induce learning via positive reinforcement, and (c) induce consuming behaviour for acquiring the reward. Sports cars are preferred, as seen from the study conducted by Walter et al (2005), as they correlate with primary rewards that we innately seek. They also represents characteristics that we perceive our culture values. Morgan et al (2002), as cited by Walter et al, (2005) say this study was also adapted from a previous study of dominance and social hierarchy involving prime mates. In short, given two identifiable products, preference will be given towards one over the other, which is due primarily to the preferred product having more reinforcing qualities in terms of secondary reinforcers we identify as being relevant at a personally level, as well as to our cultural heritage. (Walter et al 2005) Brand Familiarity Comparisons between amiliar and unfamiliar products are defined as brand familiarity (Campbell and Keller 2003). When a consumer first sees an advertisement for an unfamiliar brand Campbell and Keller (2003) suggest they feel negative uncertainty towards it as it is unfamiliar. However, repetition of an advertising message, argues Campbell and Keller (2003), Page 4 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the M yths? at low levels, decreases this uncertainty and increases the effectiveness. One way that products can earn the trust of the consumer and become more familiar, suggest Fugate (2007), is through the use of celebrity endorsements. Repeated exposures can decrease the effectiveness of the advertisement by annoying the viewer, argues Campbell & Keller (2003), so therefore advertisers must keep in mind not to advertise too much. Consumers can only store knowledge for the familiar, but not the unfamiliar, so repeated exposures for an already familiar product provides more time for the consumer to process the advertisement and their associated experiences from using the product (Fugate 2007). Consumer can become bored and even annoyed more easily for unfamiliar brands as there is less knowledge to process (Fugate 2007). Therefore, for consumers to recognise a new brand entering into the markets Campbell & Keller (2003) suggest they need to be conservative in their marketing efforts by not overdo it. More identifiable brands, such as Pepsi, are able to advertise more often with less concern of annoying their audience argues Campbell & Keller (2003). Neural Correlates A key principle of neuromarketing, suggest Damasio (1996), is that it is based on finding a neural correlates for buying consumers such as product preference and brand familiarity. As most studies are only able to monitor neural activity observationally it is important to acknowledge that researchers are only able to seek a correlate and do not induce product preference via neural stimulation (Damasio 1996). Interestingly, peer reviewed evidence has been found linking brand familiarity and product preference with the medial prefrontal cortex, says Damasio (1996). The medial prefrontal cortex (mPFC), suggest Damasio (1996), is a repository of linkages between bioregulatory states and factual knowledge. In the more specific instance of advertising , this translates into experiences and product information being linked to positive effect, via the mPFC (Damasio 1996). IMAGE 1. mPFC Studies by Kable and Glimcher (2007) point to the medial prefrontal cortex (mPFC) as the locus of interest for neuromarketing studies are quite notable. As outlined in the sports car study earlier Walter et al (2005) advise product preference has been correlated with the activation of Page 5 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? several brain regions in the reward circuitry of the brain, including the mPFC. Preference has also been correlated with mPFC activity independent of prices argues Knutson, Rick, Wimmer, Prelec, & Loewenstein (2007) and was found to be predictive of subsequent purchasing. Studies by Paulus & Frank (2003) observed when using a visual discrimination task as a control they found coinciding results when a simpler preference judgement study was conducted. McClure et al. (2004) conducted one of the most compelling neuromarketing studies. Researchers conducting a study monitored neural activity when drinking either Coca-Cola or Pepsi (see Figure 3). Using an fMRI for an experiment McClure et al (2004) had two conditions, (a) brand-cued delivery, and (b) blind taste test. When conducting a blind taste test, brain activity between the Coca-Cola and Pepsi was observed as being nearly identical. However, in the brand-cued condition, significant differences were observed in with neural activity, primarily in the ventromedial prefrontal cortex (McClure et al 2004). Figure 3 Coke Vs Pepsi The significant observation was no neural activation differences were identified when no brand nformation was provided, but when brands were identified, product preference and brand familiarity came into play with Coca-Cola being generally preferred by the participants, which caused significantly more activity in the ventromedial prefrontal cortex region of the brain says McClure et al (2004). An important aspect of the study is that no choices are made by the participant; the soft drink were given to the participants in the fMRI in small quantities; the manipulation was based when the brand was first announced; the finding was based on the activated regions on the brain as measured by the fMRI. Brand preference and previous conditioning is only demonstrated in brand-cued delivery, and only then is there significant ventromedial prefrontal cortex activation. Koenigs & Tranel (2008) in a follow-up to the McClure et al (2004) study shed more light on the paradox of cola preference. Koenigs and Tranel (2008) explain that subjects tend to prefer Pepsi over Coca-Cola, or have no reliable preference, in a blind-taste test, yet Coca-Cola consistently Page 6 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? outsells Pepsi therefore creating a Pepsi paradox. When brand information is available, CocaCola is preferred, however, when brand information is not provided, no reliable preferences can be made, which is creating the paradox (Koenigs and Tranel 2008). Cola preference was counterbalanced in the McClure et al (2004) study. Koenigs and Tranel (2008) tested predictions from previous studies by using participants with damaged prefrontal cortex. Koenigs and Tranel (2008) discovered that when patients are presented with brand information, it makes no difference on their preferences. The conclusion was this finding mirrors effects found in normal individuals participating in blind-taste tests. Gladwell (2005) suggest the strong brand image of Coca-Cola, not taste, is the reason Coca-Cola is preferred over Pepsi. Several studies have connected brand familiarity with mPFC. Schaefer et al (2006) and Schaefer & Rotte (2007) report that when comparing familiar and unfamiliar products with mPFC activity differences in neural activity are detected, which can also be connected to neurolearning literature of novelty detection in rat lesion studies suggest Dias & Honey (2002). Campbell and Keller (2003) suggest relative to behavioural principles, brand familiarity is of extreme importance to advertisers. Fear the unknown pushed consumers away, and in advertising, this fear creates uncertainty for product that results in consumers selecting a known product. For culturally familiar brands relative to unfamiliar brands Schaefer and Rotte (2007) demonstrate this as superior fr ontal activity and increased mPFC. In short, studies conducted McClure et al (2004), Paulus & Frank (2003), Walter et al (2005) have linked medial prefrontal cortex (mPFC) activation to preference judgements. Further, Schaefer et al (2006) and Schaefer & Rotte (2007) suggest mPFC can be attributed to the preference for the familiar over the unfamiliar, assuming that the consumer is going to buy a product either way (i. e. a vehicle). Preferences between the available choices in terms of their relative value, suggests Montague (2008), is the next step in the consumer decision making. Consumers can evaluate their choices by weighing the pros and cons of all the available choices (Montague 2008). Research by Sutherland (2004) shows that this process is primarily undertaken by the medial prefrontal cortex, which some have dubbed the „liking centre? f the brain. Several other areas have been implicated as key brain regions relevant to neuromarketing research, suggest Walter et al (2005), other than the medial prefrontal cortex. Some of these Page 7 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? regions include the ventral striatum, amygdala and orbitofrontal cortex, (Walter et al 2005). The ventral striatum says Knutson et al (2007), Walter et al (2005), is the reward center of the brain and has been correlated with self-reported self arousal but only as an indicator of the predicted value of the reward. This is used as a mechanism for learning as it is thought of as prediction error. The amygdale says Walter et al (2005) has also been correlated with reward intensity in neuromarketing studies, however, is commonly known for its role in processing emotional information. The orbitofrontal cortex (OFC), says Walter et al (2005), consists of mainly two regions: the lateral and medial (and is mainly thought of as a measure of preference. The medial OFC is activated by rewarding stimuli, which includes the medial prefrontal cortex. Lateral OFC activity is correlated with punishing stimuli. The use of neuroimaging is not limited to neural activation measures says Fugate (2007). For example, in terms of hormonal secretions such as dopamine neuroimaging quantitatively measure this affect (Fugate, 2007). Though the field is expanding rapidly there is much to discover in terms of neural correlates and interest to neuromarketing, suggests Fugate (2007). Ethics of Neuromarketing In order to enhance a commercial gain a major issue for research in neuromarketing is the ethical concerns of neuroimaging. Neuromarketing is nowhere near ready to allow researchers to design a marketing campaign, so addictive that overrides an individual? free will. Founded or unfounded concerns are being allayed regarding this. A consumer protection group in America, known as Consumer Alert, has filed complaints to the US federal government, as well as a US senate committee, and universities, protesting the ethics of neuromarketing. Consumer Alert believe neuromarketing as â€Å"find[ing] a buy but ton inside the skull† (Commercial Alert 2003, 1). Commercial Alert (2003, 3) claims: â€Å"Our children are suffering from extraordinary levels of obesity, type 2 diabetes, anorexia, bulimia, and pathological gambling, while millions will eventually die from the marketing of tobacco. According to Consumer Alert (2003), the rise of neuromarketing will bring an end to free will. Lee et al (2007, 202) suggest â€Å"Unfortunately, the barely concealed disdain for the idea of „neuromarketing? in the neuroscience literature is clearly based on the opinion that marketing research is a commercial activity purely designed to sell products to the public†¦ † which many Page 8 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? academics are also hesitant to embrace (Thompson, 2003). Neuroscience academics tend to focus on more medically relevant questions, though there are many journals dedicated to economics and marketing (Thompson, 2003). As such, some believe that â€Å"brain imaging will be used in ways that infringe personal privacy to a totally unacceptable degree† (Editorial, 2004b, 71). An anonymous author in Nature Neuroscience, took a similar stance, saying â€Å"Neuromarketing is little more than a new fad exploited by scientists and marketing consultants to blind corporate clients with science. † (Laybourne & Lewis 2005, 29). Neuromarketing research may help reduce the problems raised by Commercial Alert (2003). For example, Montague, Hyman, & Cohen (2004) say, by examining the differences between the brain activity of compulsive overpurchasers may help to understand why these compulsive individuals tend to spend outside of their means. In addition, it can provide useful information for how clinicians treat these disorders by looking at the correlations between buying behaviour and clinical disorders. For example, the reward circuitry of the brain and in value-based decisionmaking and the medial prefrontal cortex are quite important says Montague, Hyman, & Cohen (2004). Two significant ethical issues are present in neuromarketing research argues Murphy, Illes, and Reiner (2008), being: (a) protection of consumer autonomy if neuromarketing reaches critical effectiveness, and (b) protecting vulnerable parties from harm. To mitigate, recommendations for a „code of ethics? to be adopted by the neuromarketing industry are proposed by Murphy et al (2008). Some of the recommendations include (1) accurate representation of scientific methods to businesses and the media, (2) full disclosure of ethical principles used in the study, and (3) protecting research subjects from any coercion. Free will & Decision-making Murphy et al (2008) suggests that if neuromarketing ever does reach critical effectiveness then the concerns of Commercial Alert (2003) may not be unfounded after all as neuromarketing may infringe on an individual? s free will. The importance of neuromarketing is not restricted to neuroimaging, but also includes computational neuroscience, which is the study of quantifying the component steps that underlie a given behavioural process. Value-based decision-making, for example, can be broken down into five steps suggest Rangel, Camerer, & Montague, (2008), Page 9 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? which are: (1) identifying the decision problem; (2) weighing the possible choices; (3) making a decision based upon the evaluation of the choices available; (4) after carrying out the decision, consider the resulting consequences; and (5) learn from the decision-making process in order to make better decisions in the future. Montague (2008, 584) says, â€Å"Viewed this way, it? s easy to see why „free? choice is an unconstructive way to conceptualize the way humans choose†¦ †. Vohs & Schooler (2008) suggests that free will and the ability to manipulate perception of it have also recently become apparent. However, it has been many years, suggests Libet, Gleason, Wright, & Pearl (1983) since neuroimaging studies have suggested that neural activity does precede conscious intention, especially if it can be monitored. The decision of whether or not to buy a product is a result of from balancing the gain of obtaining the product, says Knutson et al (2007), offset by the act of actually having to purchase for the product, which is an interplay of corresponding valuations and choices. Using computational neuroscience, rather than neuroimaging, Walvis (2008), is able to connect neuroscience with common marketing principles. Walvis (2008) suggests three propositions of how the brain organises information and states, â€Å"These three propositions function similarly to the basis of an artificial neural network model, implicating the importance of what other „elements? the brand is associated with, the strength of these associations, and the sheer number of associations that are present between the brand and other „elements? in the network† (Walvis, 2008, 182). These form the basis, say (Walvis, 2008, 186) for the â€Å"Three Branding Laws†, based upon how engaging the branding environment is to the consumer, how repetitive and targeted the branding efforts are, and how personally relevant the brand? s marketing strategy is to the consumer. The stronger these pathways and connections are, the more likely a given product will be selected by a consumer. We can again quantify factors involved in choice behaviour, through the use of an artificial neural network, by using these laws says Walvis (2008). Neuromarketing can greatly improve marketing techniques when using a strong neuroscientific basis for branding, as suggested by Walvis (2008), even without the use of neuroimaging, but rather employing other aspects of neuroscience. Page 10 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? CONCLUSION Fugate (2007) suggests a revolution will soon overcome current market research as a consequence of several key implications of neuromarketing. Researchers are better able to evaluate an advertisement? s effectiveness much more scientifically, when applying neuromarketing techniques, in terms of how the ad affects the viewer? emotional state (i. e. , excitement or humour) as well as the viewer? s attention to the ad. Product appeal, suggested by Walter et al (2005) and the „sports car? study are also identified with respect to the findings with the reward circuitry of the brain. Neuromarketing was shown to be able to connect and quantify the effects of celebrity endorsements, suggested by Fugate (2007) that links the auditory and visual stimuli of the celebrity as they cause hormonal secretions in consumers that identify with the product endorsement, which can lead to a positive emotional response and feelings of trust. As researched by McClure et al (2004), logo/brand selection and emotional attachment was shown to be significant with consumers, which explained the result that Coca-Cola outperforms Pepsi. Only time will tell how much of an effect these new techniques will have on marketing success as the future implications of neuromarketing show great potential. Neuromarketing, in its current stage, is by no means adequate in determining if an advertisement is effective. Stimulating the medial prefrontal cortex does not mean that an advertisement will be effective as it is only a corollary response. The medial prefrontal cortex region of the brain is also the subject of other research studies, which include those in fear conditioning as suggested by Baratta, Lucero, Amat, Watkins, & Maier (2008), provocation resulting in eating disorders (Uher et al. , 2004), and startle responses (Day-Wilson, Jones, Southam, Cilia, & Totterdell, 2006). The field shows great promise as being the next step in market research despite the current flaws in neuromarketing research. Advertisers are likely to be more successful in making a longer lasting impression on the consumer if they took advantage to the many psychology studies that have been previously conducted as they would be better able to direct their efforts towards a target demographic. It is debatable if improved marketing capabilities are good or bad for the consumer; however, with ethics being enforced through legislation I feel we are seeing the myths of neuromarketing being debunked. 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Exploring Customer Attitude Essay Example | Topics and Well Written Essays - 2000 words

Exploring Customer Attitude - Essay Example The pilot study will be undertaken to capture the attitude of a convenient sample in and around Hertfordshire, where Playful Times Toys which will be representative of the companies population. Both qualitative and quantitative techniques will be used. In the qualitative categories, in depth interviews of about 25 existing channel partners of the acquired company will be undertaken using the semi-structured interview technique. In the quantitative category, questionnaires will be administered both physically and using internet to about 500 potential customers comprising parents and grandparents of kids. The qualitative data will be analysed using subjective, interpretative techniques. The quantitative data will be analysed using both descriptive and inferential statistical techniques such as hypothesis testing, Chi-square testing, analysis of variance, correlational studies, and regression analysis. Subsequently conclusions will be drawn and recommendations will be made. 2. Introduct ion 2.1 Background Playful Times Toys’ decision to move away from the electronic toy market to traditional wooden toy market and consequent acquisition of a company that specialised in production of traditional wooden toys necessitated a market research to develop suitable promotional programme aimed at the potential customers in the wooden toys market. The research is significant for Playful Times Toys as the acquired company specialised in production of wooden building blocks, farmyard animals, train sets, and other vehicles for children aged 2-10. The company marketed these products on the basis of their perceived educational value. Playful Times Toys intention to develop promotional programmes aimed at the parents and grandparents customer segment signs a departure from its own and that of the acquired company’s marketing experience and infrastructure. 2.2 Overview of toy market Toy market is dependent on two factors (1) the number of children, and (2) gross domest ic product (GDP), which would enable to purchase. Usually toy products are categorised under 11 categories as (1) action figures & accessories; (2) arts & crafts; (3) building sets; (4) dolls; (5) games & puzzles; (6) infant/preschool toys; (7) youth electronics; (8) outdoor & sports toys; (9) plush; (10) vehicles; and (11) all other toys. World’s toy market can be divided into two categories (1) 0 to 14 years old, and (2) 15 + years based on based on the GDP/Inhabitant. 2.2.1 Top toy markets of the world In 2007, European region was the largest market with 32 per cent market share, closely followed by North American region with 31 per cent market share, while the Asiatic region accounted for 24 per cent market share. Latin America and the Caribbean markets accounted for 7 per cent, African region 4 per cent and the Oceania accounted for 2 per cent of the global market share. However, by the end of 2008, the Asiatic market grew by three per cent whereas both North American an d European markets registered decline. Latin American and the Caribbean markets grew by 1 per cent. The composition of world toy market by region is placed in the figure below. Figure 1: World toy market by region – 2008 Source: Guinaudeau, P., 2009. Toy Markets in the World. [Online] The NPD Group (2009 Edition) Available

Human Resource Management in the Hotel Industry Term Paper

Human Resource Management in the Hotel Industry - Term Paper Example The more surprising aspect is that the service industries like for e.g. hotels depend much more than manufacturing industries on their human capital for the quality of service being delivered by the intangible interface between the staff (the service provider) and the customer. The reason for this could be that the ‘services sector’ is not homogeneous and includes such diversified industries and services like banking, business services, catering, distribution, finance, insurance, leasing, hotels, and transport etc. In addition to this, it is estimated that sixty-five to seventy-five percent of work in the manufacturing industries also relates to ‘services’. However, the services provided by different industries are different in content and nature and for the reason cannot be dealt with as a general proposition. For example, the hotel industry is seasonal unlike many others listed above. The hotel industry is characterized by ad hoc management, lack of trade unionism and high labor turnover. (Hoque 1999a 4)The quality of human resources could well be the differentiator that can lend a competitive edge to the industry. The reputation that a hotel earns for its quality of service, is difficult for its competitors to replicate. The core philosophy of human resource management is that employee commitment enhances employe... sen sums up the key objectives for pursuing strategic HRM in the hotel industry as follows: it must focus on both activities generating value for the company and optimizing HRM costs at the same time (value contribution); it must develop, promote and retain human capital to suit the company's strategic objectives (aligni ng human capital with strategic objectives); and it must anticipate and support change initiatives with necessary processes, methods, and instruments for a smooth transition (managing change). Hoque cites other researchers like Guest (1987) and Beer et al., (1985) to argue that employees' commitment makes them more satisfied, productive, adaptable, willing to accept organizational goals and values, and not mind to 'stretch' themselves to meet organizational goals.     

A New Empirical Model for Predicting the Sound Absorption of Polyfelt Article

A New Empirical Model for Predicting the Sound Absorption of Polyfelt Fibrous Materials for Acoustical Applications - Article Example Empirical models do not require detailed knowledge of the internal structure of the material nor are they derived from theoretical considerations. Delany and Bazley [1] showed that the values of the characteristic acoustic impedance and propagation coefficient for a range of fibrous materials, normalized as a function of frequency divided by flow resistivity could be presented as simple power law functions. Model for Impedance The model is based on numerous impedance tube measurements and is good for determining the bulk acoustic properties at frequencies higher than 250 Hz, but not at low frequencies [2,3]. The validity of this model for lower and higher frequencies was further extended by Bies and Hansen [4].Dunn and Davern [5] calculated new regression coefficients between characteristic acoustic impedance and propagation coefficient for low airflow resistivity values of polyurethane foams and multilayer absorbers. To that effect, engineers can obtain the absorption coefficient of sound at normal incidence by using the equation below: ZR = P0 * C0 (1 + C1 ((P0f)/r)-c2) The final model which comes as a derivative of the first model is Zt = (ZR + iZl)[coth(a + iB) * l] Zt = ZIR + iZIl Qunli [6] later extended this work to cover a wider range of flow resistivity values by considering porous plastic open-cell foams.Miki [7, 8] generalized the empirical models developed by Delany and Bazley for the characteristics acoustic impedance and propagation coefficient of porous materials with respect to the porosity, tortuosity, and the pore shape factor ratio. Moreover, he showed that the real part of surface impedance computed by the Delany’s model converges to negative values at low frequencies. Therefore, he modified the model to give it real positive values even in wider frequency ranges. Other empirical models include those of Allard and Champoux [9]. These models are based on the assumption that the thermal effects are dependent on frequency. The models wor k well for low frequencies. The Voronina model [10] is another simple model that is based on the porosity of a material. This model uses the average pore diameter, frequency and porosity of the material for defining the acoustical characteristics of the material. Voronina [11] further extended the empirical model developed for porous materials with rigid frame and high porosity, and compared it with that of Attenborough's theory. A significant agreement was found between their empirical model and Attenborough's theoretical model. Recently, Gardner et al. [12] implemented a specific empirical model using neural networks for polyurethane foams with easily measured airflow resistivity. The algorithm embedded in the neural networks substitutes the usual power-law relations. The phenomenological models are based on the essential physics of acoustic propagation in a porous medium such as their universal features and how these can be captured in a model [13]. Biot [14] established the theo retical explanation of saturated porous materials as equivalent homogeneous materials. His model is believed to be the most accurate and detailed description till now. Among the significant refinement made to Biot theory, Johnson et al. [15] gave an interpolation formula for â€Å"Dynamic tortuosity† of the medium based on limiting behavior at zero and infinite frequency. The dynamic tortuosity employed by Johnson et al. is equivalent to the structure factor introduced by Zwikker and Kosten [16] and therefore