Supply and Demand and Price Elasticity

orchard apple tree I-PHONES Elasticity of supply and direct short-change I-PHONE ELASTICITY OF DEMAND What determines price breeze of Iph 1s demand? Demand for Iphones It seems like Iphone sales ar above expectation and apple cant meet current demand. People each over the world atomic number 18 ravish and want to hold one of the innovational and sexiest products in the market. The degree of necessity or whether the good is a luxury goods deemed by consumers to be necessities tend to meet an inelastic demand whereas luxuries will tend to have a more(prenominal) elastic demand because consumers can make do without luxuries when their budgets are stretched.Its likely to assume that Iphone considered as a luxury and in an economic recessional customers can cut their spending on Iphones. The cost of switching between divergent phones there may be difficulties have-to doe with in switching between unalike phones. In this case, using Iphone, with its fantastic applicati ons and software might involve with issues of transferring data from one phone to a nonher. This also imply when wretched from using another phone to Iphone. I consider this part for near limit as an insignificant.Summarizing, Iphone is a very unique product, differentiated but have whatever competitors. Price elasticity of demand is emphatically not inelastic but not perfectly elastic. If prices go up significantly, theres no doubt that quantity demanded declines. I-PHONE ELASTICITY OF release Price elasticity also affects supply. Products with an inelastic supply usually have a long lead time, with little military unit over the quantity produced. Hotel rooms are one example, because if theres a price change, hotel owners cant mold halfway through the growing duration to provide more or less(prenominal) of rooms.On the other hand, products with a broad(prenominal) elasticity of supply tend to come out from industries that can change their production levels more quickly for example, milk and dairy products. If we envision Iphone elasticity of supply we should consider apple manufactures for being able to adapt to high up demand. From past publications, we could learn that apple had some issues with facing demand, and that it couldnt meet demand. From my perspective Apple incorrectly predicated its sales, and that was the basis for the shortage. Iphone supply should be more elastic than inelastic at the end of the day.

'My Favourite Author – Ayn Rand Essay\r'

'â€Å"We ar fast approaching the acquaint of the ultimate inversion: the stage where the presidency is free to do anything it pleases, while the citizens may act further by permission; which is the stage of the darkest periods of human history, the stage of linguistic rule by brute force.” Ayn Rand, who lived from 1905 to 1982, made this teaching over 50 years ag integrity; in 1961. One can only help however wonder if at that place’s a better appearance to describe the state of our country the obligation way away; in 2013. in that location might be a lot of issues on which an bright mind may differ with Ayn Rand but on this particular statement, most would acquiesce today. We might not already be there, in that stage; but we ar fast approaching it. The stage where each(prenominal) the fundamental rights are reserved for the giving medication, and whoever the government might decide to bestow them upon. The right to the emancipation of speech seemed to be one of the first to be sacrificed followed by the right to equality before law.\r\nThe others might fairish follow suit. This assertion is not found in vacuum but on the argument that how many people take suffered arrests and exile for executing their right to freedom of speech and how many people stand faced the wrath of biased licit prosecution and persecution to satisfy the collective moral sense of the society? Ayn Rand had, time and again, stressed on this very aspect of the course that we feed been taking. Although her writings were base on American context, they can easily be seen to formulate the global society and also, specifically our Indian societal and administrative system. And that is why; Ayn Rand is my deary author.\r\nFor the ideas she propagated are universally applicable and are highly rational even though they have been widely criticised as impractical. And end-to-end her spiritedness she defended those ideas by her writings, by her animatenes s and by her conduct never flexile on her conviction. Her philosophy and school of image came to be known as objectivism. It is based on the concept of objective human beings that demands that ‘a man’s godliness should not be based on faith, emotions or arbitrary whims but on reason and rationality that can be demonstrated when in question’. There are few things that can reanimate a person throughout their life; Ayn Rand’s words have that potential. She exalt me.\r\n'

'Max Weber: A Short Biography Essay\r'

'organism a man with great aspirations, scoop weber’s life was fill up with complexities and complications. Therefore, it is worthy of genius’s measure to explore the authors of his supremacy, a r growingary mind of the 19th century whose theories still preserveed as the subjects of interest among academics of the new-made millennium. In this paper, we shall explore on his life, followed by what influenced and motivated weber to achieve the milest i of his life: scientific way theories. Lastly, we shall critique on the relevance of his theories in new-fangled caution.\r\nBiography\r\ninnate(p) in Erfurt, Thuringia, on 21st April 1864, guck weber was the eldest son of ooze weber Senior and Hellen Fallenstein weber. Suffering from meningitis at the age of four, liquid ecstasy weber espouse reading as his past age which developed his academic strength at a young age (Secher 1980). goop Weber studied at the University of Heidelberg in the course 1882, s pecializing in the subject of Law. However, his gentility was disrupted fleck volunteering for military formulation as an Officer. In 1884, he resumed his call forthment and graduated in 1890 (Secher 1980). He took up an offer at Freiburg University as an frugal Professor in 1894, a year after his marriage with Marianne Schniger, the grand niece of gook Weber, Senior. Ironically, Weber was haunted by a long term psychiatric partitioning and withdrew from work during the peak of his disquieter as in 1897(Gerth & angstrom; nerd 1982).\r\nAlthough psycho analytically disturbed, Weber inherited a large amount of wealth from his deceased mystify (Secher 1980). The monetary fixs enabled Weber to recuperate from his conditions on with the clip and space to develop one of his academic masterpiece, â€Å"The Protestant Ethic and the musical note of capitalism” in 1904, which contested on the relevance of capitalist economy in the absence of ghostlike belief (Gerth & angstrom unit; loiter 1982). scoop Weber died of pneumonia in Munich, on 14 June, 1904. However, he kept the instauration in awe with the introduction of Bureaucracy. A term which was quoted from his work â€Å"Economy and fellowship” published by Marianne in 1922; which advocated logical and scientific research methodology cognise as ‘rationalisation’ (Casteel 2009). Bureaucracy was originated from his cadaveric invention of a administration of management hierarchy while institutionalising a serial publication of hospitals during World War I, of which; in foretaste to remedy the inequality of contagious season and the abused of authority within the German empire (Gerth & Mill 1982).\r\nInfluences:\r\n semipolitical and Social Factors\r\nHegelian philosophy had been the German paradigm for centuries, originated from Georg Wilhelm Friedrich Hegel who advocated that Nations could only(prenominal) be palmy when the state, the civil society and its citizens atomic number 18 managed with intemperate moral principles (Pippin, Hoffe & Walker 2004). notwithstanding the grand notion, the Hegelian society became a system of corruption and abused, under the system of the aristocrats. Defunct and degenerative, its relevance was threatened in the 19th century by the evolution of socialism. Unlike the Hegelian society, the boot of the recent socialism is to manage beyond self-centeredness, while promoting its non-affiliation between a society and its state; which resonated with the oppressed peasants and middle-classes of Germany (Steinmetz 1993). The problem was further esca youthful by the ruling of Kaiser William ll, whose political interests polarized from von Bismarck’s political philosophy which has served as a political stabiliser in Germany (Burbank & Cooper 2010).\r\nDuring his reign, the Kaiser had developed his policies done public image and popular whimsey of the Germans. Unfortunately, the approach proved to be unwise, condition the autocratic nature of Kaiser William the II, policy making became a game of propaganda to glorify him along with the riddance of any negative advancement or criticism directed at the imperial family (Kohut 1991). Inspired by modern socialism and disappointed with the Kaiser’s and nobilities’ poor view on politics, scoopful Weber began to question on the effectiveness of hereditary succession in political role versus meritocracy. In association with his first communicate experienced on bureaucratism, Weber began to impregnate it with the possible action of Charismatic Leadership; where visionaries should be appointed as leading and serve the nation, with an alteration to the original concept: that leaders should be elected based on merits and not chosen by produce (Wren & Bedian 2009).\r\nEconomics Factors\r\nIn the late 19th century, industralisation began to take flight across the western part of the world; withal Eur opean industrialising nations failed to capture the economic advantages brought around by machinisation (More 2000). France was an exception who experienced spine developing at the point of time in conjunction with the United show of America (USA). An economist by profession, Max Weber observed that the theory of capitalism and free competitions advocated by Adam smith was the key for the two nations’ success (Gerth & Mill 1982). In 1904, Max Weber visited the USA on a mission to deduct the true essence of capitalism, and detect that Americans relied excessively on the convenience of technologies for scratch generation; that moral ethics began to split up in the society (Gerth & Mill 1982). It was the fear of the dissipation which triggered Weber to job â€Å"The Protestant Ethic and the Spirit of Capitalism” to address the underlying moral hazards brought some by technologies, in the absence of spiritual religion (Wren & Bedian 2009).\r\nIntelle ctual Factors\r\n throne Calvin’s philosophy for Protestant reclamation had been one of the r atomic number 18 ideologies which Max Weber espouse in his publications. The underlying reason for Weber to adopt Calvinism; which promotes economic growth and the specialization of labour under the place setting of the Protestant teachings (Wren & Bedian 2009), was associated with Max Weber’s mother, Hellen Fallenstein Weber. Being a rugged proponent on gentlemanitarian issues and the faith of a Protestant, Hellen had been the mentor of Weber in issues related to liberalism and spirituality (Gerth & mill about 1982). Hence, Weber’s choice of sacred philosophy and his publication of â€Å"The Protestant morality and the Spirit of Capitalism” can be seen as a form of pension to Hellen, in recognition for the undying c atomic number 18 and love for her eldest son. Any enlightened German of the 19th Century would arouse read the two most valuable w orks of the century: â€Å"Communist manifesto” and â€Å"Capital” written by Karl Marx.\r\nIn summary, what Karl Marx was trying to advocate is the forsaking of self-interest among entrepreneurs and workers in their quest for monetary profits, kind of both parties should collaborate as a collective unit in achieving common benefits where a man’s gain will not be some other man’s loss (Patterson 2009). During the plosive speech sound where destitute and suffering prevails, the Utopian theory of Marxism were alluring to the masses; including Weber. However, given his searing nature, Weber discovered the fundamental flaws of abstraction in Marxist’s theories; the absence of actual steps to achieve the craved outcome. With the intention to prove the functionality of Karl Marx’s theory, Weber began to formulate concrete steps to discern individuals’ motivations at work and suggestions on how to meliorate the societal well being (e d. Wiley 1987) which are reflected on his publication of â€Å"Economy and fiat”\r\nRelevance to Management Today\r\nIn the 21st century, bureaucracy has become the incorporate culture of large organisations. The system has been a darling in the caper playing area due to the ease of its implementation, which readily provides a hierarchical framework for governance. Albeit its popularity, formal dialogue has always been a problem associated with bureaucracy (Wallace 1998). According to Welch (2005, p. 115), ‘hierarchies tend to make secondary generals out of perfectly normal volume who find themselves in organisations that respond only to rank’. However, the underlying problem of bureaucracy is never with the theory itself, but sooner the failure of modern managers to rationalise that the system are built upon human relationship. In order to resolve the existing problem, one bear to understand that business management is not solely about relegation task and supervision of the employees under a stipulated framework.\r\nInstead, success is greatly dependent on ‘who manages and motivates’ the employees (Drucker 2006, p. 56). With reference to Drucker (2006, p. 60), ‘Employees may be our sterling(prenominal) li exponent, but people are our greatest opportunity.’ The ideology was well adopted by Anita and Gordon Roddick of â€Å"The Body Shop”, who had successfully unleashed the capableness of their workers; with the creation of a unshakable superstar of belonging and camaraderie; resulted from the company strong mission and values which focuses on human relations (Tomer 1999). Therefore, one could contest that the success of a manager, are associated with his or her forethought to set visions and missions. Followed by the ability to gather up support from the worker and lastly to motivated them in achieving the objectives. In relation to Max Weber’s theory, the idea is what we know as chari smatic leadership.\r\nAlthough charismatic leadership has been the ideal form of management style, researchers of organisational behaviours have noticed that it may not be the best approach for adoption. The reason for such(prenominal) an argument is that charismatic leaders are rare gems within the labour market. In order to resolve the issue, a change version of charismatic leadership know as transformational leadership was introduced as the new frontier. Unlike charismatic leadership, transformational leadership is a set theory which focuses on how incompatible leaders lead and inspire (Mcshane and Travagoline 2007), which are widely used to developed business leaders of tomorrow.\r\nConclusion\r\nIn retrospect, Max Weber’s penetrative ability to analyse human behaviours, is the reason for his theories to remain highly relevant and widely adopted by modern managers of today. However, as discussed earlier, the theories essential not be seen as dissever and independent e ntity. Instead, managers must first understand the nature of Weber’s theories in relation to their respective organisations. Followed by the exigency to anticipate and rationalise the possible problems that tycoon arise from the application. Only then, may the managers snub a set of solutions in agreement to the existing need and requirements of the organisations.\r\nReference cite\r\nBurbank, J & Cooper, F 2010, Empires in World History: Power and the political sympathies of Difference, Princeton University Press, sassy Jersey. Casteel, P.D 2009, ‘Weber and rationalization’, seek Starters Sociology, pp. 1-5. Drucker, PF 2006, Classic Drucker, Harvard Business School publication Corporation, Massachusetts. Gerth, HH & Mills, CW 1982, From Max Weber: Essays in Sociology, Routledge & Kegan Paul Ltd, Padstow, Cornwall Kohut, TA 1991, Wilhelm II and the Germans: A Study in Leadership, Oxford University Press, New York, viewed on 10 February 2011, <http://site.ebrary.com.libproxy.sim.edu.sg/lib/simlib/docDetail.action?docID=10086854&p00=kaiser%20germany> Marx, K 1970, German Ideology, The Electric Book gild Ltd, London, viewed 9 February 2011, <http://site.ebrary.com.libproxy.sim.edu.sg/lib/simlib/docDetail.action?docID=2001668&p00=karl%20marx> McShane, S & Travagoline, T 2007, Organisational Behaviour on the peace-loving Rim, McGraw Hill Australia Pty\r\n'

'Aboriginal stolen generation Essay\r'

'Given the on-going and inter coevalsal movements of macrocosm taken discover(a)-of-door, is it reusable to think of the Stolen generations as roughthing that happened in the past, or as a contemporary outgrowth impact native volumes? What implications argon at that put for all Australians in recognizing the posit for discipline doctoring? The Stolen generation was a judgment of conviction of grief, sorrow and sadness for some a(prenominal) autochthonal slew. To take that it is something of the past would be distorting the earnestness of the restoration, the Stolen Generation was and al centerings get out be a contemporary issue impacting original deal. Although race relations in Australia have been signified for umteen a nonher(prenominal) decades on that point unbosom re mains a diachronic distinction among ‘black’ and ‘ discolour’ the great unwashed and this is why Australians ar confront with the implications of recogni zing the take for field of study meliorate.\r\nThe immediate impacts of the Stolen Generation left wing m whatsoever children shadeing in get laid, disoriented and alone. The Stolen Generation continues to impact upon contemporary autochthonous spiritualties as the removal of a complete generation of children from their families has had a negative effect on the ability of these children to maintain their hea and so identities, spirituality and their own sense of belong to the ground.\r\nThe implications left for Australians in recognizing the essential for body political healing atomic number 18 extensive, Australians weed be seen as the ones who postulate to continually spend a penny the wrongs of the past, and although the nation strive towards coherence between native mint and contemporary fraternity it will n invariably change what has already happened. The initial impacts of those victims of the stolen generation began with the direct disjuncture from family m embers and the harsh reality that they were now illogical from loved ones, which in some cases was forever.\r\nThis part in particular is one of the spark advance reasons that natural bulk be touched by the Stolen Generation as a contemporary issue in at present’s club. Family is what provides a sense of colonization and connection in an individual’s life. To have been marginal of that at lots(prenominal) a young get on leads to many complications and developmental issues that still haunt many endemic pack today. Many autochthonous people are now measly and hurting be obtain of what occurred, and what they were approach with. As demonstrate in one of many testimonies from victims of the stolen generation coarse Byrne is just one of many who are hurting, as he affirms that, â€Å"It’s real great to tell people our stories because we are hurting. It hurts. We bewildered our family and we\r\ndidn’t submit that on. It was the Governme nt. Why? We don’t lie with why.\r\nWe’re just as gentlemans gentleman as everybody and we’re hurting…” The contemporary issue be represented is unpatterned that the Stolen Generation is non something that endure ever be put in the past, Frank was born in 1937 and taken a room a short time after, if he is still hurting al closely 70 long time later then that should be enough to prove that the issue of removing children from their families at such a young age is a very serious one.\r\nWhilst indigenous people have suffered ongoing pain, there have been developments in addressing their desire for closure, and their aim for an apology was finally addressed. However, the negative implications left for Australians in doing them heal can be seen as what really impacts upon the way in which Australians are able to help in the healing process. It can be seen as unfortunate that today’s societies are the ones who pay for the mistakes of the pa st and for some Australians it whitethorn be a perfume thrust upon them that’s existence might non ever cease.\r\nIt is assumed by many that no matter how much is done, Australia will always pay for the event of the Stolen Generation and in a way that can be deemed true. It is more than homely that suffering did not start and quit for members of the indigenous communities, suffering started many days ago and will remain, the brutality and unassumingness of the issue does not simply heal with time or be total a memory it is immovable from the world, and most importantly from those who suffered. In saying this however, there are others willing to help in achieving a positive connection with the members of the indigenous community, in particular those affected by the Stolen Generation.\r\nThis can be seen through various orgainisation who extend for a better society and take past at helping those in wishing of healing to heal and be given over the closure they de serve. For example, ‘The healing foundation’ is a government run orgainisation with a main goal and belief that ‘We can jam the Gap by supporting patriarchal and Torres Strait Is agricultureer people to wee stronger communities, heal the trauma, and preserve and celebrate our destination and our people’. Various healing programs are run through this orgainisation and they all arrive to target different aspects that need to be addressed, eg; holding healing camps on country-\r\nThis could finally help bideore the connection to land that was once lost when removed from it, being in a place where you feel most comfortable would in delinquent course modify indigenous people to strengthen that connection to the land, and in affect from that help their pain. The pain of the past, and the impact it has on the present is left with individuals from the Stolen Generation. It is safe to say that up until this present day indigenous people are frowned upon by many, and are discriminated based on their race and opinions on what kind of people they really are. This in turn leads to the exclusion of individuals from society, and then the soupcon of being rejected and neglected. This whimsy has then wedged many to lapse to military group & criminal offense, alcohol hatred, drug twist and in extreme cases suicide.\r\nHowever, whilst some resort to these negative responses, most are the victims of abuse and law-breaking. According to the Australian Bureau of Statistics the crime rate for indigenous people on average, are considerably higher crime victimisation rates. In 2008, around one-quarter (23%) of original people aged 15 years and over cut acrossed being a victim of animal(prenominal) or be violence in the last 12 months, and one in seven (15%) had experienced at least one event of physical violence in the preceding year (ABS 2010c).\r\nIn 2009 in the Yankee Territory, police recorded 5,985 endemic people per 100,000 Indigenous populations as victims of assault in 2009 compared to 1,150 non-Indigenous people per 100,000 non-Indigenous populations. The figures speak for themselves, being a part of the Stolen Generation may not nevertheless be the reason that indigenous people are secluded and victimized, simply it does account for the distinction between them and the rest of the community. Being victimized becomes a very serious contemporary issue as it now creates the start of an ongoing chapter, where Indigenous people are targeted based on their race and who they are believed to be. It creates a begrime society where negative connotations are what restore people, when it should at no time come down to that.\r\nAustralians need to recognize the need for national healing, and address such issues care violence so that it sooner or later becomes non-existent. The implications for this that Australians are left with are to help those who are victims of abuse, and support the people of the Stol en Generation who need supporting. As outline in the ‘Bringing them home report’ many homes that children were placed in were highly cruel, and most suffered from sexual and physical abuse.\r\nIt was evident that most in power maltreated their positions and as a result the Indigenous people were the ones who chthonicwent the constant exploitation. In recognizing the need for healing all Australians are faced with the realization that because of this most indigenous people are sensitive to change, do not adapt well with singularrs and as a result are confused from society.\r\nIn helping break that barrier and understate these effects it is important to enable stead for change and recognition of the rights and needs of the indigenous communities, especially the ones directly wedged by the after math of the Stolen Generation. When they were taken away Indigenous people were not totally stripped of their families, homes and belongings but they were stripped of their identity’s. Did not matter what their forebode was, who they were, or where they came from.\r\nLosing your identity and being strained to change so rapidly and raspingly carried so many negative consequences for those who drop victim to the change. It is because of this that today, in our society many people are still impacted and lost in finding out who they really are or where their family could be now. Being forced to assimilate into a ‘white’ Australian fell under the ‘White Australia Policy, 1901’ The policy broke important cultural, spiritual and family ties which crippled not only individuals, but firm families and even whole communities. This as a result outlines the need for society today to be reason and acknowledge the sensitive situation that most people may still be in.\r\nThere is no greater make out in life than finding out who you are and to have been humble from any connection which could ever lead you endorse home will most definitely leave Indigenous people broken for many generations to come. The impact this brings to Australian society is that the issue of social justice arises and again the division between indigenous people and Australians is made evident. The suffering of being separated from family is something that was stowed upon indigenous peoples by the white Australians at the time. The constant inquirying of ‘why us?’ is probably such a question left un answered by many, this leads to the implications that some Australians may feel as though it is not their role, nor fault to be the ones to acknowledge and say sorry for what has happened in the past.\r\nAlthough this may cause a stir for some, it is the current nation and generations to come job to ensure that the feeling of displacement and lost identities are retrieved. The breakup from family not only meant a lost identity for most, but also a disconnection to their land which thus impacted their spirituality and involv ement in practicing their beliefs. The issue of land rights, and the way in which indigenous people present themselves to this day is still an issue in society.\r\nIndigenous people are prone to, and enjoy being outdoors to practice their faith, for some this may be seen as intimidating, wrong, or strange but in order for healing to be achieved the Australians of this contemporary society need to acknowledge these needs of practicing their faith, and enjoying their outdoor surroundings. Indigenous people all over the world are suffering with the emotional and physical trauma of being part of the Stolen Generation. It is not something that will fade away with time, nor will it ever be forgotten about, the Stolen Generation was a horrific time for everyone who was winding and it’s the job of Australia today and in the future to right the wrongs of the past and enable the healing process to take place effectively.\r\nBibliography\r\nABS (September 2013). Measures of Australian progress. Retrieved September, 2013, from http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/1370.0~2010~Chapter~ native Australian%20and%20Torres%20Strait%20Islander%20peoples%20(4.4.6.2\r\nPress, R. W. (Septemeber 2013). Stolen Generations Fact Sheet. Retrieved September, 2013, from http://reconciliaction.org.au/nsw/education-kit/stolen-generations/#impact\r\nAustralian tender Rights Commission (September,2013). Australian Human Rights . Retrieved September, 2013, from http://www.humanrights.gov.au/\r\nByrne, F. (September, 2013). Testimonies . Retrieved September, 2013, from http://stolengenerationstestimonies.com/index.php/testimonies/1020.htm\r\nAustralia, H. P. (September, 2013). Healing. Retrieved September, 2013, from http://healingfoundation.org.au/healing-programs/\r\n'

'Martin Luther on Marriage Essay\r'

'Martin Luther distinctly states that in the beginning, theology created male and female, infernal them, and told them to be fruitful and multiply . consort to Martin Luther, in order for this ordinance to be fulfilled, hu compositionity and wo art object must stick with to cohereher in espousal as husband and married wo hu pieces. It is non within the powers of a man or a woman, harmonise to Martin Luther, to be the way he/she is or to live with push through a coadjutor . Luther states that hymeneals is not a subject of abandon choice, al peerless quite a ingrained and important thing. The ordinance, to be fruitful and multiply, is inspired and not within the powers of man to jampack or disregard.\r\nMan and woman ar created by immortal for the sole decide of multiplying, and whoever tries to resist this, lives in sin . Martin Luther nonetheless states that there atomic number 18 people who argon exempted from uniting; the eunuchs . He states that unless one is a eunuch, he/she should not presume to be without a partner due to the concomitant that it is hard for one to tolerate righteous. He believes that sum is something instituted by God and that all told vows are invalid in the first place Him, with the riddance of some(prenominal) individual who is a eunuch .\r\nHe urges all those who beat taken vows to reconsider their innate companionship and get into jointure, be excite they are acting reverse to the pull up stakes of God. Martin Luther rejects all the rea paroles set by the pontiff in his standard law for rescue a nuptials to an end or preventing it altogether. Martin Luther believes that wedding party is not all roughly notes as set by the papal authority. tally to Luther, a person should not enter into wedding with her mother, sister, step-mother, step-sister, gold girlfriend, or aunt regardless of whether he has money or not .\r\nMartin Luther and states that one can enter into join with her brother ’s girl. He believes that a man should take a wife as he pleases, regardless of whether he is the spiritual father, godchild, or whether the lady is a sister or a daughter of his spiritual sponsor or not. Martin Luther believes that an espouse child is free to wed the son or the daughter of its adoptive heighten due to the fact that they have no blood relationship . He in addition asserts that everybody is free to get into trades union with whomever he/she pleases regardless of the religious or ethnic background of such a person.\r\nHe believes that everyone is a God’s inception and should enter into marriage with whomever he/she likes. concord to Martin Luther, no sin or crime should be a barrier to marriage. He argues that sins should be punished with other penalties, rather than forbidding marriage. Martin Luther alike states that after the remnant of a spouse to be, a man or woman is free to wed any of the intercourse of the dead partner except for m other or daughter . Martin Luther claims that marriage as a takings of coercion is not valid before the eyes of God.\r\nHe however states that a man, who is in marriage as a result of coercion, should not leave her wife . He excessively states that if a man takes more than two girls to be his wives, without the swallow of her parents, then his father should decide which of the girls is to remain as a wife. He believes that paternal authority must be reckon before any one enters into clandestine engagement. Martin Luther states that marriages are not supposed to be broken without a sound cause . He states that the only logical reasons for dissolution a marriage are adultery and unfit spouse for marriage.\r\nBasing his designs on the rising Testament, Martin Luther makes it constitute that no one should indue as at a lower place what God has joined together. According to Martin Luther, every party in marriage is supposed to fulfill the conjugal rights of the other. Basing hi s argument on the teachings of St Paul, he stresses that no man or woman has authority everyplace his/her own body, but his/her partner does. Luther asserts that a divorce may be seek; if one of the parties does not satisfy the conjugal rights of the other. He continues to say that if a pas de deux obtains a divorce, they should remain as such unless they are reconciled .\r\nThe contemporary perform, from this discussion, should commit that the soil of marriage has fallen into an passing awful disgrace as Martin Luther asserts. It is tall time the church building service realized that a woman is not an evil being. Women are God’s creation, and subjecting them to disrespect is blaspheming the formulate of God . Martin Luther states that in order that the church may carry on in light, concerning the issue of marriage, it should first hold that man and woman are the work of God, which should not be subjected to criticism .\r\nBasing his stand on the Old Testament, Mart in Luther states that God knows what is good for everyone of us. It is spunky time therefrom that the modern church leaders realized that God is the inciter of marriage. According to Martin Luther, â€Å"God saw it was not good for man to be alone, and he created for him a companion” . Modern churches, in addition to church congregations, should larn that they have no right in deterring children from marriage alluring them to nunnery and priesthood, citing the tribulations of a married lifetime .\r\nMartin Luther states that all those who comment or censure marriage are acting contrary to the will of God. The church, based on that fact, should be on the look out for publications which criticize marriage. Luther is greatly embittered by those who term marriage as brief joy and indestructible bitterness. He states that â€Å"to greet the solid ground of marriage is something quite different from merely being married” . The church should listen that those who do not make out the estate of marriage can in no way continue in marriage without resentment and anguish.\r\nBut, on the other hand, those who recognize the estate of marriage obtain undying pleasure, joy and delight. Basing his arguments on the teachings of St Paul, he says that those who marry are not exempted from earthly problems, but continues to say that their spiritual delight greatly exceed their outward bitterness. The church, according to Martin Luther, should learn that no one can give way real happiness in marriage without recognizing that marriage is pleasing to God. The church should learn greatly from Martin Luther’s assertion that â€Å"he who refuses to marry will fall into sins” .\r\nThis is due to the fact that God created both man and woman for purposes of gentility and multiplication. He claims that if this reproduction happens not in marriage, then it is saltation to happen in covert sins and criminal conversation . Luther claims that it is high time the church halt putting marriage so outlying(prenominal) below virginity. Luther claims that no estate should be taken as better than the estate of marriage in the sight of God . He states that those who fail to marry claiming that they are not able to support their marriage display a lack of combine in God. Yet, God has made it clear that out of our sweat shall we eat.\r\nThe church should also learn that those who fail to marry out of celibacy, their vows are invalid before God unless they fall under the category of eunuchs. The church building should learn, as Luther claims, that these people are take shape to commit sins due to the fact that no one has the capability of resisting God’s ordinance within him/her. The church should also learn, as Luther makes it clear, not to take money as solution to critical marriage issues. Luther states that one may marry whomever he/she likes, except for a blood relative or parents to his/her spouse, without setting up any cas h for the privilege .\r\nIt can therefore be concluded that marriage is a good thing, for humankind, ordained from God. It is advisable for one to marry unless he falls under the category of eunuchs lest he fall into sins. The church should not set up conditions to arrest the way marriage is supposed to be handled. Money and wealth should not be a factor to consider when getting into marriage. Bibliography: Luther, Martin. The Estate of Marriage, 1522, viewed on May 19, 2010 from http://www. warwick. ac. uk/fac/ humanities/History/teaching/protref/women/WR0913. htm\r\n'

'Foundations of Mythology\r'

'What be the consequences of behaving ND non behaving in such ways? (Purpose and Definitions) The give voice myth means to me that there are things that are not true without proof. In the academic circle the word is character to explain things that is true or counterfeit to us all. There are so many mythical stories all across different cultures such as Lets side at all the adeptes that are fundament portrayed on screen akin Spider-man who got bitten by an radioactive spider who gave him the powers of speed, forcefulness and powers of a spider. Wonder woman knows as Princess Diana of the immortal amazons from Greek mythology . Ho has superhero rowers, the rope of truth along with her also the lasso of truth.. â€Å"Tarzan the son of an English nobleman increase by apes in the Afri layabout jungle. â€Å" the like the heroes of ancient myths, modern superheroes have superior powers. The most famous superhero is dose, created by American cartoonist Jerry Siegel and J oseph Shutter in 1938. In comics and on radio, television, and movie screens, he fights for ‘truth, justice, and the American way,” employ his powers of flight and incredible strength, powers he possesses because he is from another planet.Like most modern superheroes, Superman keeps his identity a secret and pretends to be an ordinary man. Such myths suggest that anyone can have unsuspected potential for heroism. ” dram Abram Stokers the legends of Oval the impulses in human air may have contributed to an associated of Drachma with vampires, corpses that deck out from the grave during the night to drink the fall Of mythology) All of these stories were made up by people with wild Imagination, which in feature a lot of us conceive in.Knowledge is information that has truth, facts, stories that it contains. Belief has information that does not have proof or deduction to back it up. Myth is an untrue tommyrot about a fictional hero or an event. â€Å"Religion is a complaisant institution consisting of a number of beliefs and practices concerning the cause, temper and purpose of the universe, especially when considered as the creation of a superhuman agency of agencies, ordinarily involving myths. ” Bob Beechen Mythology and religion have a personal connection with for each one other and each of us as humans.\r\n'

'An Evaluation of Consumer Buying Criteria and Its Impact on the Purchase of Commoditized Laptops\r'

'AN EVALUATION OF CONSUMER BUYING CRITERIA AND ITS IMPACT ON THE PURCHASE OF COMMODITIZED LAPTOPS by Rachel V. McClary A Dissertation Presented in Partial Fulfillment Of the Requirements for the Degree Doctor of philosophical system Capella University December 2006 © Rachel McClary, 2006 AN EVAULATION OF CONSUMER BUYING CRITERIA AND ITS IMPACT ON THE PURCHASE OF COMMODITIZED LAPTOPS by Rachel V. McClary has been ap confirmd December 2006 bathroomonic: JIM MIRABELLA, D. B. A, Faculty Mentor and Chair RICHARD MURPHY, Ph. D. , Committee sh ar ELAINE GUERRAZZI, Ph. D. , Committee Member ACCEPTED AND SIGNED: _________________________________________ JIM MIRABELLA, D. B. A. __________________________________________ Kurt Linberg, Ph. D. administrator Director, School of Business & Technology Abstr round laptop calculating machine computer marketers be constantly looking for new ship dropal to cross off themselves. The commodization of this trade precipitates a deeper v iew into what storms a assumer procure of unity gr relaxation method bothwhere some some other. Do original demographic indites divulgelast that atomic way out 18 some(prenominal) possible to break a occurrence station? Do certain harvest- period or f whole guy proportions march as the net final examity criteria in the leverage sue on?What is compelling between laptop markers to drive option? Results keep the premise that races exist and that consumers argon much uni potpourrily to secure adept stigmatise everyplace a nonher(prenominal) ground on age, education train, grammatical gender or proficient competence. The wantly selection of a laptop check arsehole to a fault be associated with a particular everyplacelap or soft touch charge. A bump mind of the laptop consumer produces a vendor’s power to properly segment and merchandise the communicate to the in return(p) audience, change magnitude the equivalentlihood of leveraging. Implications for laptop vendors and recommendations for them as strong as future assay argon presented.Dedication To Stephen, whose trueness and fealty to this journey was equal if not some ages greater than my own. To Olivia and Elle, whitethorn this serve in afterwards years as evidence that whatsoeverthing suffer be return hold ofd if you pre ply heavy. iii Ack todayledgments To committee members, Dr. Dick white potato and Dr. Elaine Guerazzi, thank you for your c beful guidance and direction from the eldest proposal to the final submission. Your contributions were appreciated and arrive this final mathematical increaseion what it is. An unpar exclusivelyeled gratitude must be leng thusly(prenominal)ed to my Mentor, Dr.Jim Mirabella, whose tire slight commitment, back and government agency given to me passim the usage mucklenot go un get it ond. I only commit that I mass demonstrate the passion and dedication to students he so easily d oes. iv board of Contents Acknowledgments iv List of situationsteps s correctsome CHAPTER 1. launching 1 Introduction to the hassle 1 play down(a) of the Study 1 Statement of the Problem 3 Purpose of the Study 4 query Questions 4 Signifi squirtce of the Study 6 Definition of injure 6 Cin match little caseptual Framework 9 governing body of the Remainder of the Study CHAPTER 2. belles-lettres REVIEW 10 11 Introduction 11 finale devising surmise 1 Consumer plectron done and finished Decision devising 22 Attributes as Influencers to Purchase 31 stain Equity Definitions 41 Application to lofty Tech 43 CHAPTER 3. METHODOLOGY 46 radiation diagram of the Study 46 Methodology 47 v Study of the Population and Sample 48 beat Strategy 50 Variables 51 inquiry Questions and Hypotheses 51 Data Analysis Procedures 59 Assumptions and Limitations 59 CHAPTER 4. info COLLECTION AND ANALYSIS 60 Demographics 60 Brand 61 Respondent Characteristics 61 Results 64 CHAPTER 5. RES ULTS, CONCLUSIONS, AND RECOMMENDATIONS 174 The Research Questions 174 The Hypotheses 175 Conclusions 91 Recommendations for laptop computer Vendors 196 Recommendations for Future Research 199 REFERENCES 201 APPENDIX SURVEY 208 vi List of put offs hold over 1. Brand’s Role in Consumer prize 36 tabulate 2. Gender descriptive Statistics 62 dining table 3. Age Group Descriptive Statistics 62 postp sensation 4. Education Level Descriptive Statistics 63 send back 5. Technical Competence Level Descriptive Statistics 64 skirt 6. Crosstabulation for H1 65 bow 7. ki fledge political campaign for H1 66 dining table 8. Crosstabulation for H2 67 submit 9. ki substantive streamlet for H2 68 duck 10. Crosstabulation for H3 69 get crosswise 11. chi substantial running game for H3 69 postp ace 12.Crosstabulation for H4 71 send back 13. ki satisfying tally for H4 72 Table 14. Crosstabulation for H5 73 Table 15. chi full-blooded tally for H5 74 Table 16. Crosstabu lation for H6 75 Table 17. chi ca social enjoyment running for H6 76 Table 18. Crosstabulation for H7 77 Table 19. ki uncoiled tryout for H7 77 Table 20. Crosstabulation for H8 79 Table 21. khi feather Test for H8 80 Table 22. Crosstabulation for H9 81 vii Table 23. khi iv cheering Test for H9 82 Table 24. Crosstabulation for H10 83 Table 25. chi squ ar toes Test for H10 84 Table 26. Crosstabulation for H11 85 Table 27. khi pull in Test for H11 85 Table 28. Crosstabulation for H12 7 Table 29. Chi straight Test for H12 88 Table 30. Crosstabulation for H13 89 Table 31. Chi fledge Test for H13 90 Table 32. Crosstabulation for H14 91 Table 33. Chi squ bely Test for H14 92 Table 34. Crosstabulation for H15 93 Table 35. Chi straight Test for H15 93 Table 36. Crosstabulation for H16 95 Table 37. Chi material Test for H16 96 Table 38. Crosstabulation for H17 97 Table 39. Chi uncoiled Test for H17 98 Table 40. Crosstabulation for H18 99 Table 41. Chi squ atomic numbe r 18ly Test for H18 100 Table 42. Crosstabulation for H19 hundred and one Table 43. Chi Squ ar Test for H19 ci Table 44. Crosstabulation for H20 103 Table 45.Chi Square Test for H20 104 eighter Table 46. Crosstabulation for H21 105 Table 47. Chi Square Test for H21 106 Table 48. Crosstabulation for H22 107 Table 49. Chi Square Test for H22 108 Table 50. Crosstabulation for H23 109 Table 51. Chi Square Test for H23 109 Table 52. Crosstabulation for H24 111 Table 53. Chi Square Test for H24 112 Table 54. Crosstabulation for H25 113 Table 55. Chi Square Test for H25 114 Table 56. Crosstabulation for H26 115 Table 57. Chi Square Test for H26 116 Table 58. Crosstabulation for H27 117 Table 59. Chi Square Test for H27 117 Table 60. Crosstabulation for H28 119 Table 61.Chi Square Test for H28 120 Table 62. Crosstabulation for H29 121 Table 63. Chi Square Test for H29 122 Table 64. Crosstabulation for H30 123 Table 65. Chi Square Test for H30 124 Table 66. Crosstabulation for H31 125 Tabl e 67. Chi Square Test for H31 125 Table 68. Crosstabulation for H32 127 ix Table 69. Chi Square Test for H32 128 Table 70. Crosstabulation for H33 129 Table 71. Chi Square Test for H33 130 Table 72. Crosstabulation for H34 131 Table 73. Chi Square Test for H34 132 Table 74. Crosstabulation for H35 133 Table 75. Chi Square Test for H35 133 Table 76. Crosstabulation for H36 135 Table 77.Chi Square Test for H36 136 Table 78. Crosstabulation for H37 137 Table 79. Chi Square Test for H37 138 Table 80. Crosstabulation for H38 139 Table 81. Chi Square Test for H38 140 Table 82. Crosstabulation for H39 141 Table 83. Chi Square Test for H39 141 Table 84. Crosstabulation for H40 143 Table 85. Chi Square Test for H40 144 Table 86. Crosstabulation for H41 cxlv Table 87. Chi Square Test for H41 146 Table 88. Crosstabulation for H42 147 Table 89. Chi Square Test for H42 148 Table 90. Crosstabulation for H43 149 Table 91. Chi Square Test for H43 149 x Table 92. Crosstabulation for H44 151 Table 9 3.Chi Square Test for H44 152 Table 94. Crosstabulation for H45 154 Table 95. Chi Square Test for H45 one hundred fifty- fin Table 96. Crosstabulation for H46 156 Table 97. Chi Square Test for H46 157 Table 98. Crosstabulation for H47 158 Table 99. Chi Square Test for H47 159 Table 100. Crosstabulation for H48 160 Table 101. Chi Square Test for H48 161 Table 102. Crosstabulation for H49 162 Table 103. Chi Square Test for H49 163 Table 104. Crosstabulation for H50 164 Table 105. Chi Square Test for H50 165 Table 106. Crosstabulation for H51 166 Table 107. Chi Square Test for H51 167 Table 108. Crosstabulation for H52 68 Table 109. Chi Square Test for H52 169 Table 110. Crosstabulation for H53 one hundred seventy Table 111. Chi Square Test for H53 171 Table 112. Crosstabulation for H54 172 Table 113. Chi Square Test for H54 173 Table 114. bloods Between Demographics and In machinateattingion Sources and Attributes 193 xi Table 115. Relationship Between Demographics and Most Importan t Evaluative measuring stick 194 Table 116. Relationships Between Brand and tuition Sources and Attributes 195 xii CHAPTER 1. INTRODUCTION Introduction to the Problem The era of super secern laptops in the consumer industry is over.No longer does one vendor dominate the market, enjoying their increase universe seen as exceedingly superior to its competition. What once served to distinguish a laptop provider has now been equalized across the depicted object; every vendor offers the similar micro executeors, the same identify upvass/write storage force, the same graphics cards, the same ne tworking and wire slight courseality. The commoditization of the market has diminished a vendors exponent to strongly take issueentiate themselves among consumers. With all things virtually equal indoors the box, what is it that pull outs a consumer subscribe one trade name over another?Is it still at heart the box or extraneous of it that drives the conclusiveness? macul ation the evaluative buying criteria consumers using up when purchasing these crossways may be know, what was not known was the impact from individually one of them hand over in alter to that closing, and whether combinations of these criteria aligned with a certain demographic pen of a customer segment. Background of the Study The origination of computing device engineering science to the consumer market brought with it an evolution of transpose deep down the ho engrosshold that is comparable to(predicate) to(predicate) to the similars of radios and televisions in the twentieth century.It served as a catalyst in jumpstarting not only how consumers obtain cultivation but in any case the rapidity, flavour and density with which they retrieve it. Computers serve as a source of entertainment in attachment to its map as resource and productivity to a faultl. 1 Over the years as the benefits of household computers exponentially increased while simultaneously being realized, the engineering science had every bit improved at the same rate. What was once a massive box and monitor taking up an entire desktop was now a sleek, stylish addition to one’s decor, the surface of a coffee table book.What had piggybacked on this technology boom was the paradigm shift in the computer industry from highly proprietary, differentiated and premium legal injuryd hardware to industry-standard, commoditized components that were priced accordingly. dis detect the loss of high margin goods, manufacturers incubated to elevate the boundaries of the technology to deliver one to a greater extent election point to the consumer †restless computing. The explosion of laptop/ unstable notebook computers on to the market upgrade improved exploiter productivity and usher ind a sense of freedom other unknown.Similar to any market where a hot product enters, manufacturers were quick to replicate and develop their own beneath their brand. The Personal Computer was viewed by consumers in the join States as a valuable as welll to enhance productivity and improve the entertainment experience. art object the form factor of survival of the fittest in households today remain the desktop, maintaining to a greater extent(prenominal) than 50% of the ownership, laptop/mobile notebooks are improving their position, up to 17%. Price discrepancy between the two remains the primary ground for the gap, although manufacturers are introducing lower priced laptops that directly challenge the price of umpteen desktops.The increase of wireless capabilities and the corresponding benefits were graduation to tip the scales toward the mobile computing direction (Daoud & Shim, 2005). prompt forward from the introduction of the computer to the laptop today, where the market has became saturated with well-known brands, each(prenominal) offering well indistinguishable products to a population of consumers that are now much enlightened, st ir easier access to much breeding to compare and contrast competitive products and at long last make a much more fact- found, 2 aware closing.While consumers enjoy the benefit of being more educated with everyday access to free tuition regarding laptops, manufacturers continue to conduct studies on consumer behaviors hind end closed doors. piffling to no market segmentation exist in public that states who the laptop buyer actually is. No public studies had been located at this point of this dissertation growth, as market research studies are traditionally private. What has been examine is the finish reservation fulfil itself, grounded in surmise and tested in practice, specifically when consumers sample ought the selective randomness that is available to them.Within the normative lesson of conclusion making, the consumer store randomness about substitutes, evaluated them found on their relevance and make a closing that leave maximise the value of that finding (Lau, 1995; Abelson & Levi, 1985). How the consumer smooth his data bear upon the selection system he selected. The more needd the finis task, the more liable(predicate) strategies leave be worked to simplify that task (Johnson & Payne, 1985; Thorngate, 1980). Statement of the Problem As industry standard components within a laptop became more prevalent, the ability to differentiate became more exhausting.The commoditization of this market created a challenge for manufacturers to identify the inner(a) want among the consumer base that influenced their procure of one brand over another. This commoditization had proven it difficult for any one vendor to con cheekrably differentiate themselves in the consumer market. Laptop vendors needed to know if consanguinity existed between the indite of these consumers, the most(prenominal) primary(prenominal) buying criteria they used when believeing the obtain and the final brand that was selected at poi nt of secure. 3 Purpose of the StudyThe purpose of this study was to de barrierine if a kind existed between the brand of laptop consumers selected and a change of demographic and evaluative buying criteria considered in the process. The demographic variables examined included age, education level and the tip of technical competence. The pull up stakes provided laptop vendors a eccentric perspective on the consideration and selection phase. The results boost modifyd useful segmentation of the population to better backside messaging and promotions that fly the coop resonate with the impound audience.There is awed business value in vendors gaining cleverness into the consumers minds approximately this topic as it cigaret drive better merchandising activity to influence awareness, consideration, preference and in the long run purchasing campaigns. market the wrong product features to the wrong audience results in a low marketing hang on Investment (ROI). Customer ins ight is right hand and can properly navigate the vendor toward the decent direction in developing message and value propositions that hit the mark, resulting in higher(prenominal) sales and higher returns on their investment.Research Questions Humans are inquisitive. They prove to effect the many questions that are posed as a result of their comments and interpretations. Research acts a textile to help prevail an individual through the process of producing high bore, reliable answers to those questions, enabling better conclusion making. All research begins with the simplest form of a question. While the process for development and refinement is built into the protrude of the research and its methodological analysis, the spark of inquiry that fuels it is primal and canonic This study strove to answer a series of lodge research questions within two categories through the development of applicable hypotheses and use of statistical techniques to either prove or disprove them. Demographics 1. Is on that point a family descent between the demographics of a laptop user and the brand purchased? 2. Does a relationship exist between the demographics of a laptop user and the most important evaluative buying criteria determine by the consumer in lend to the purchase close? 3.Is there a relationship between the proportional magnificence of various entropy sources and the demographics of a laptop user? 4. Does a relationship exist between the between the demographics of a laptop user and the tangible, product- desire portions considered in the purchase decision? 5. Does a relationship exist between the between the demographics of a laptop user and the soft, intangible attributes considered in the purchase decision? Brand 1. Is there a relationship between the laptop brand purchased and the telling importance of various reading sources used by the consumer? . Does a relationship exist between the tangible, product-like attributes considered in the purchase decision and the laptop brand selected? 3. Does a relationship exist between the soft, intangible attributes considered in the purchase decision and the laptop brand selected? 4. Is there a relationship between the laptop brand purchased and the most important evaluative buying criteria determine by the consumer in contributing to the purchase decision? 5 Significance of the Study Identifying if a consumer tilt existed toward the use of tangible product attributes, (i. e. speeds and feeds”) versus less tangible criteria (i. e. brand awareness, or â€Å"I like Dells commercials”) helped determine the steal course of work on to influence them throughout their purchase journey. For instance, a 75 year-old female with a high-pitched School Diploma and no technical priming coat would consider the purchase of one laptop over another for very different closes than a 30 year-old Computer Technician who is intemperately into gaming. Each individual develops his or her own collective destine of attributes that is evaluated, assessed and weighed to enable a purchase decision.By better understanding the relationships between the criteria, including their relative importance in relation to demographic variables, laptop vendors can more sinlessly target the divert value proposition that lead resonate with the speak up audience. This type of tensioned segmentation and targeted messaging can result in a higher Return on Marketing Investment (ROMI). The better render vendors are to send the right message to the right audience, the better the likelihood it result result in increased sales.The go one function of Marketing is to grow the top line by modify the sales funnel with prospective buyers. Definition of monetary value The renderings below were sourced from the online technical resource, whatis. com. Application program user interface (API). An coating program interface (API †and sometimes spelled drill program programm ing interface) is the specific method prescribed by a computer direct system or by an application program by which a programmer writing an application program can make requests of the in operation(p) system or another application.An API can be contrasted with a graphical user interface or a command interface ( twain of which are direct user interfaces) as interfaces to an operating system or a program. ” 6 (Retrieved October 14, 2006 from http://searchexchange. techtarget. com/sDefinition/0,,sid43_gci213778,00. html) Commoditization. Commoditization is the cosmos of like attributes to a product or service. When a product becomes indistinguishable from others like it and consumers buy on price alone, it becomes a commodity. (Retrieved October 14, 2006 from http://www. investopedia. om/terms/c/commoditization. asp) Digital-to-analog conversion. Digital-to-analog conversion is a process in which signals having a a couple of(prenominal) (usually two) be levels or states (di gital) are converted into signals having a supposedly infinite estimate of states (analog). A coarse example is the process, by a modem, of computer info into audio-frequency (AF) tones that can be transmitted over a twisted pair telephone line. The locomote that performs this function is a digital-to-analog converter (DAC). (Retrieved October 14, 2006 from http://searchsmb. echtarget. com/sDefinition/0,,sid44_gci213875,00. html) Graphics card. A boob tube reconcileer (alternate terms include graphics card, let on adapter, video card, video board and almost any combination of the words in these terms) is an integrated circuit card in a computer or, in some cases, a monitor that provides digital-to-analog conversion, video thump, and a video imageler so that data can be sent to a computers display. Today, almost all displays and video adapters adhere to a common denominator de facto standard, moving-picture show Graphics Array (VGA).VGA describes how data †essentiall y red, green, inconsolable data streams †is passed between the computer and the display. It too describes the cast off refresh rates in hertz. It to a fault specifies the number and width of horizontal lines, which essentially comes to specifying the resolution of the pixels that are created. VGA supports four different resolution settings and two cerebrate to go for refresh rates. (Retrieved October 14, 2006 from http://searchsmb. techtarget. com/sDefinition/0,290660,sid44_gci213290,00. html) Hard phonograph recording.A hard dish aerial is part of a unit, very much called a â€Å" saucer drive,” â€Å"hard drive,” or â€Å"hard disk drive,” that stores and provides comparatively quick access to large sum of moneys of data on an electromagnetically charged surface or set of surfaces. Todays computers typically come with a hard disk that contains several(prenominal)(prenominal) billion bytes (gigabytes) of storage. A hard disk is really a set of st acked â€Å"disks,” each of which, like phonograph records, has data recorded electromagnetically in homocentric circles or â€Å"tracks” on the disk. A â€Å"head” (something like a phonograph arm but in a relatively fixed position) records (writes) or points the training on the tracks.Two heads, one on each side of a disk, read or write 7 the data as the disk spins. Each read or write operation requires that data be located, which is an operation called a â€Å"seek. ” (Data already in a disk cache, however, testament be located more quickly. ) A hard disk/drive unit comes with a set rotation speed variable from 4500 to 7200 rpm. Disk access time is measured in milliendorsements. Although the physical location can be identified with cylinder, track, and sector locations, these are actually mapped to a pellucid block cover up (LBA) that works with the larger address range on todays hard disks. (Retrieved October 14, 2006 from http://searchstorage. techtarget. com/sDefinition/0,,sid5_gci212227,00. html) Laptop/mobile computer. A laptop computer, usually called a notebook computer by manufacturers, is a battery- or AC-powered own(prenominal) computer generally low-downer than a briefcase that can easily be transported and conveniently used in temporary spaces such as on airplanes, in libraries, temporary offices, and at visualiseings. A laptop typically weighs less than 5 pounds and is 3 inches or less in thickness. Retrieved October 14, 2006 from http://searchmobilecomputing. techtarget. com/sDefinition/0,,sid40_gci213610,00. html) Operating system. An operating system (sometimes truncated as â€Å"OS”) is the program that, after being signly loaded into the computer by a boot program, manages all the other programs in a computer. The other programs are called applications or application programs. The application programs make use of the operating system by making requests for services through a outlined applicatio n program interface (API).In addition, users can interact directly with the operating system through a user interface such as a command language or a graphical user interface (GUI). Retrieved October 14, 2006 from (http://searchsmb. techtarget. com/sDefinition/0,,sid44_gci212714,00. html) Processor. A processor is the logic circuitry that responds to and processes the basic instructions that drive a computer. The term processor has generally re egressd the term central impinge on unit (CPU). The processor in a in the flesh(predicate) computer or embedded in small devices is often called a microprocessor. Retrieved October 14, 2006 from http://searchsmb. techtarget. com/sDefinition/0,,sid44_gci212833,00. html) RAM. RAM ( ergodic access memory) is the place in a computer where the operating system, application programs, and data in current use are kept so that they can be quickly reached by the computers processor. RAM is much faster to read from and write to than the other kinds of storage in a computer, the hard disk, floppy disk, and CD-ROM. However, the 8 data in RAM stays there only as long as your computer is running. When you turn the computer off, RAM loses its data.When you turn your computer on over again, your operating system and other files are once again loaded into RAM, usually from your hard disk. RAM can be compared to a mortals short-term memory and the hard disk to the longterm memory. The short-term memory focuses on work at hand, but can only documentation so many facts in view at one time. If short-term memory fills up, your brain sometimes is able to refresh it from facts stored in long-term memory. A computer also works this modality. If RAM fills up, the processor needs to continually go to the hard disk to overlay old data in RAM with new, slowing down the computers operation.Unlike the hard disk which can become completely full of data so that it wont accept any more, RAM never runs out of memory. It keeps operating, but much more slowly”. Retrieved October 14, 2006 from (http://searchmobilecomputing. techtarget. com/sDefinition/0,290660,sid40_gci214255,00. html) conceptual Framework What is it that compels a consumer to purchase the Dell laptop instead of the HP when a consumer is comparing them side by side? Is it just the price? Has the consumer antecedently had a bad experience with HP? ar the Dell commercials intriguing enough to make consumers think they look like a fun come with so their products must be the best? Does mortal from a younger generation with a higher tier of technical competency tell an cured family member that Dell is the only thing to buy? What drives the decision, and is there any relationship between those drivers and the consumer profile making them? Howard-Sheth (1969) and Engel (1983) essential places that can condone and portend homophile behavior and how it associate to decision making, way on the process, instruction and perceptions and mental attitudes. But did a reveal set of attributes exist that could influence that decision one way or the other? Specifically as it related to technology, the Technology Adoption baffle (TAM) proposed five attributes that result be discussed in greater detail in Chapter 2. They 9 include: (a) perceived usefulness, (b) perceived ease of use, (c) relative advantage, (d) technology attitude, and (e) brand (Taylor & Todd, 1995). The send-off of several variables canvass in this study was the brand of laptop selected in the purchase decision.Additional variables included some(prenominal) tangible, product-related factors like price and features as well as intangible, brand-related attributes like brand image and outside recommendations. The demographic variables were age, education, gender and level of technical competency. What was tested is the existence of a relationship between these variables and the laptop brand purchased. For example, whether or not the competency level of the consume r influenced the purchasing decision was analyse.It is often conjectured that those consumers with a high level of technical competency may have a tendency to align more with the physical attributes versus with lower levels that choose to align emotionally. The age of the consumer is another indicator, as it is often speculated whether younger consumers make buying decisions base on intangible attributes such as brand image while older consumers depend more heavily on the more tangible attributes like reliability. placement of the Remainder of the StudyChapter Two reviews the applicable literature examining decision-making supposition at its most basic level and then delves deeper into consumer extract as it relates within that supposition and further reviews specific attributes that would meet that quality and the role that brand equity plays within. Chapter Three reviews the methodology of this certifyary research study while Chapter intravenous feeding presents the ana lysis of the data. The final Chapter provides a thorough review of the findings including recommendations to vendors and future research. 10CHAPTER 2. LITERATURE REVIEW Introduction Fundamental to unlocking the secret of casefulive motivations surrounding consumer purchase is understanding common chord key areas: (a) decision making theory that serves as the knowledgeableness and the role cultivation plays in this process and the science strategy of the user, (b) what drives consumer plectrum and the attributes that act as influencers to ultimately enable purchase decisions, and (c) importance of brand and the resulting brand equity that contributes to a consumer’s choice to purchase.Each of these three areas give be reviewed in this chapter. Decision Making system Data is data, but data is power. When data can be transformed into information, the user is furnish with better decision making tools. Different data can become information to different people, all based on its relevancy to the user in achieving the desired goal of making an informed decision. The stages a consumer experiences in working through this process are similar, and a certain sense of consistency has emerged as a result of continuous research nigh decision making.Decision Making possibleness and Information erudition In order for a decision to be made, an individual must commencement exercise identify a perceived need that must to be met. As mentioned, for this banter, the individual will be identified as a consumer with the need for a product or service. Then the process begins. Within the normative 11 model of decision making, the consumer collects information about picks, evaluates them based on their relevancy and makes a decision that will maximize the value of that decision (Lau, 1995;Abelson & Levi, 1985).Otherwise known as the value-maximization theory, the normative model has been criticized as too broad, ignoring gentle limit points (Moorthy, Ratchfo rd & Talukdar, 1997; Thaler, 1985), and an evolutionary, bounded aptity model emerged to enhance it. hither consumers were assumed to have particular bear upon capability, selectively search alternatives and terminate the search when a suitable solution has been found (Simon, 1985). Further criticism emerged from this model as well. By selective selection, the consumer is compromising the random constitution of the information search and may via media the decision choice.How a consumer collects his information affects the choice strategy he uses. For example, decision makers choose a certain strategy depending on the labyrinthianity of the task. The more convoluted the decision task, the more likely people employ strategies to simply that task (Johnson & Payne, 1985; Thorngate, 1980). While several theories exist, the valuemaximization/normative model has remained relatively intact and enhanced with the limitation of serviceman bear upon capacity. Rationality: Sub stantive Versus ProceduralThe first stage of defining relevancy as it relates to the consumer decision process within Abelson and Levi’s (1985) framework is grounded in the notion that consumers are rational and have the ability to apply a certain sense of logic to the determination and definition of relevant information to assistant them in the decision making process. Consumers are considered rational decision-makers in the traditional economic theory of consumer behavior. They follow out choice strategies that are the most advantageous to their exit, based on their perception of the decision environment.The use of hail/benefit analysis demonstrates optimal nature of the 12 consumer’s strategy (Moorthy, Ratchford & Talukdar, 1997; Payne, 1982). In addition Simon (1985) suggests that every consumer, when making a decision, has and uses a â€Å" returns function” that gos a ranking within the alternatives and enables the selection of the product with th e highest utility. This process assumes a substantively rational solution. Procedural tenability as outlined by Simon (1985) is the flexible nature of kind ehavior that adapts and adjusts to the external factors facing and cozy factors narrowing the consumer. Because it was developed within psychological science and the primary focus is on the process, procedural rationality concentrates on the process that mothers a particular behavior rather than the outcome. The goal is to observe the individual and the process though which they work that will revert the rational thinking behind the decision. Compensatory Versus Noncompensatory Choice Rules The two major encounters guiding choice strategies discussed in the literature are compensatory and noncompensatory.They are differentiated based on three characteristics: the level of attractiveness, commensurability across attributes and form of affect (intradimensional versus interdimensional). The former describes a complex and so phisticated method for Abelson and Levi’s (1985) third share of decision making, information integration, while the latter every bit descriptive to information integration deploys a simple burn up. Each of these radiation patterns is also used in the second stage of information compendium. Compensatory choice rein ins require commensurability, enabling trade-off of attribute value of one over another.For example, when purchasing a home, the total square footage may be sacrificed for an ocean view. The level of attractiveness of each of these attributes could be high but trade-offs on initial ranking could occur. Generally compensatory choice mandates an 13 interdimensional form of touch, where the consumer assigns an overall rating to each attribute in the choice set (Abelson & Levi, 1985). Noncompensatory choice come ups differ. Commensurability is not required, and attribute trade-offs are not allowed. Within this category of rules, there exist conjugation and disjunctive rules.Both require a set of cutoffs on the choice dimensions. The conjunctive rule assumes a minimum set and product rejection when it does not exceed all of them. The form of impact is interdimensional. victimisation the home search example above, the consumer using a conjunctive, noncompensatory rule would consider each home apiece and reject either if it did not meet both the square footage and view requirements. A carefulness to this rule is that if more than one product exceeds all of the requirements, the model will yield an equal number of bankable alternatives.At this point, the consumer would either develop more stringent cutoffs or use a different choice rule that would yield only one solution. Disjunctive rules also require those cutoffs, although the click is different. â€Å"An alternative would be considered delightful if it has at least one value greater than the corresponding cutoff” (Abelson & Levi, 1985, p. 260). With the home examp le, the homes to be considered congenial would have at least the desired square footage or view. Both are not necessary.The caveat to this rule is that a different set of cutoffs would generate a different set of alternatives, allowing for ninefold choices. The same issue applies to the conjunctive rules. Information Search Strategies formerly the relevancy is determined the surgical approach in searching for information can begin. The strategies are in condition(p) and deployed cumulatively as the consumer steers his way through the process. The search strategies enable the integration of the information and the ultimate selection of the product, exploring all three stages of Abelson and Levi’s (1985) model: 14 elevance, assembly and integration. First the idea of rationality enables the definition of relevance. That breaks through to pave the way for assembling information which in turn enables the integration. An emergent belief exists among decision science researche rs that consumer preferences are often times developed during the decision process rather than being pre-existent (Tversky, Sattath & Slovic, 1988; Bettman, 1979). â€Å"People often do not have well- touch ond preferences; instead, they may construct them on the separate when needed, such as when they must make a choice” (Bettman, Luce & Payne, 1988, p. 88). The concept of constructive preference enhances the ideas of Simon’s (1985) bounded rationality and limited touch capacity. It introduces the self-propelling of human larn and adaptability, further refining the concepts to explain the intricate actions of consumer behavior and decision making. â€Å"One important property of this constructive viewpoint is that preference will often be highly context dependent. This implies that impact approaches may change as consumers learn more about problem structure during the course of making a decision” (Bettman, Luce & Payne, 1988, p. 88). Agilit y connotates a level of intelligence and rationality, bound together by reason and logic. Three search strategy models exist defined by the underlying choice rules (compensatory versus noncompensatory and interdimensional versus intradimensional): linear, additive difference, conjunctive and elimination-by-aspects (Payne, 1976). The additive model represents the consumer choosing between multi-attribute products by evaluating each product separately in a pre-determined choice set, an interdimensional form of processing.Each product attribute is first analyzed and then combined with other attributes that are perceived by the consumer to deliver the most value thereby creating the choice set (Lau, 1995). 15 In contrast, an intradimensional rule is employed within the additive difference model. Products are compared at the individual attribute level, differentiation is identified and the sum of the results is used to identify the best product. With both the linear and additive differen ce models, the strategies use a compensatory strategy (Lau, 1995). A non-compensatory strategy is used for the elimination-by-aspects (EBA) model.In contrary to the linear and additive difference models, EBA does not support commensurability (i. e. value tradeoffs). Product attributes are weighted based on perceived importance of the consumer. The attribute is then selected with probability proportional to its weight. Those products that do not meet the proportional values for the selected attributes are eliminated. The consumer considers only one product attribute at a time, an intradimensional form of processing (Tversky, 1972). Information affect Theory of Consumer ChoiceThe notional framework of Bettman’s (1979) Information Processing Theory of Consumer Choice (IPTCC) consists of six key elements that represent the supposititious value chain, each chronologically and cumulatively dependent on the other, with four key digest points: (a) the choice process is iterative and goal-directed, (b) rather than strictly sequential, the process is cyclical, (c) in certain circumstances consumers abandon the sure decision process in placement of â€Å" wise to(p) rules and procedures,” and (d) selection or what is termed â€Å"choice decisions” can be made at several different levels within the process.Considerable research has proven that individuals possess a limited capacity to process information, and when required to consider multiple attributes simultaneously the ability decreases, further limiting the processing capability (Bettman, 1979; Dawes, 1976; Lindsay & Norman, 1972; Norman & Bobrow, 1975; Simon, 1969). The first of six elements, processing 16 capacity, contributes to the theory that with limited capability, the use of heuristics (simple decision strategies) and introductory experience plays a significant role in decision making.Braunstein (1976) defines heuristics as uncomplicated problem-solving methods that gener ate unimpeachable results to often complicated problems. The outcome is wind by limiting the search to only possible solutions. Lau and Rediawsk (2001) define them as â€Å"problem-solving strategies (often employed automatically or unconsciously) which serve to keep the information processing demands of the task within bounds” (p. 252). There is no argument that heuristics are used in place of capacity and processing capability.Primitive in nature, they compensate for these gaps and enable more accurate choices with minimal cognitive military campaign (Abelson & Levi, 1985). Internal motivation dictates the amount of the limited processing capacity that is commit to a particular decision making activity. It also affects the choice of one behavior rather than a different one, as it prescribes a certain action that drives the consumer to a particular outcome (Bettman, 1979). A caveat to be considered regarding motivation is the control issue that motivational or emoti onal forces present.They tend to produce a sense of irrationality that may lead to faultfinding(prenominal) biases (Abelson & Levi, 1985). Internal motivation is personal and drives unique behaviors in each consumer, notwithstanding the end result is the same. A purchase decision has been made. The drivers that triggered the process are likely different as is the path taken. The third element, caution and perceptual tag, breaks attention into two different categories: willful and involuntary. Voluntary attention occurs when a consumer consciously allocates his processing capacity toward an intended action while act a pre-determined 17 goal.Involuntary attention on the other hand occurs as â€Å"an allocation of effort to stimuli based more upon automatic mechanisms than upon current goals” (Bettman, 1979, p. 25). As Bettman (1979) and Abelson and Levi (1985) posit, consumers acquire information they deem relevant to help oneself in achieving the goal of making dec ision. In addition the information must be evaluated for relevancy. Information acquisition and valuation, the fourthly element of the IPTCC, suggests that a conscious information processing effort is present only in a complex choice scenario. Consumers tend not to seek out new information when making a habitual choice.For situations where information is sought, two sources exist: versed memory and external. Information from one’s memory is what Bettman (1979) refers to as strongly associated, proposing that little processing effort is necessary. For example, when a consumer frequently purchases their favorite brand of toothpaste, any type of information processing is absent. The decision is made without thought. Information stored in memory, introductory knowledge, does affect the information processing model and has been studied extensively (Brucks, 1985; Johnson & Russo, 1984; Bettman & Park, 1980).Different measures within the prior knowledge concept have be en studied including frequency of purchase (Bettman & Park, 1980), formal training (Sujan, 1985;Hutchinson, 1983) and self-reporting (Johnson & Russo, 1984; Alba, 1983). For situations when the information in memory is either non-existent or insufficient, it will be sought externally from a variety of resources. Bettman and Kakkar (1977) support the series of studies that have been conducted to show that how a consumer collects information is heavily dependent on the format in which that information is presented (Capon & Burke, 1977; Payne 1976; Tversky, 1969) .The search patterns differ as the display format does. The strategies employed by a consumer in selecting a 18 particular product over another have been boiled down to two emerging patterns: Choice by Processing Brands (CPB) and Choice by Processing Attributes (CPA). Information is equanimous on several attributes of one brand first and then collected on a second, a third, and the process continues with CPB. C PA strategy is used by consumers who first look at one attribute across several brands and then proceed to the second attribute. These could be referred to as vertical (CPB) versus horizontal (CPA) approaches to brand products.The use of these strategies by consumers to assembly relevant information to enable their decision is strongly affected by the structure of that information being presented. The consumer’s use of woo/benefit analysis demonstrating rationality was discussed early as it related to the determination of relevancy. This is also applicable to discuss as it relates to the information search of that relevant content. Within the context of information search, the same dominions apply. A consumer’s search is optimized when the perceived benefit and cost of that search are considered.Experience increases expertise and drives the demand for more information, while product knowledge decreases the demand (Moorthy, Ratchford & Talukdar, 1997). The mark of pre-existing knowledge versus the perceived cost of getting new knowledge in an effort to answer which product is the best fit for the need is weighed. When a consumer searches on a brand and retrieves all the attribute information desired, â€Å"the uncertainty of that brand is removed, and its true utility revealed â€Å" (p. 265), thus producing a high benefit relative to a lower perceived cost of information acquisition.If the consumer brings existing brand knowledge, the perceived cost is even lower. Moorthy, Ratchford and Talukdar’s (1997) study was able to show that these factors affect the search behavior of the consumer and highlight the effect prior brand knowledge has on the search process. 19 Svenson (1979) summarized several studies in this area, documenting that an increase in the number of product attributes to be considered had a greater effect on the information search than a comparable increase in products. The limited processing capacity of consumer s is clearly demonstrated here.An interesting point to consider is the difference in effect of information collection between the change of product attributes versus number of products. The more attributes, the less information consumers sought. Multi-attribute products, while warranting more information yet resulting in the collection and assembly of less, would lead one to quit that these types of products and the choices presented to the consumer yield less than enviable results for both the consumer and product vendor. Vendors should integrate these learnings into the development of their products and corresponding attributes.In referring back to the third stage of Abelson and Levi’s (1985) decision making theory, integrating information to make decisions, Bettman’s (1979) concept of perceptual coding supports it. Perceptual coding describes the process through which a consumer navigates by translation the meaning of information to which he has directed attentio n. several(prenominal) theories propose that the interpretation of that information is developed by using both â€Å"information from memory” and â€Å"the perceptual input itself” (Bettman, 1979, p. 25; Lindsay & Norman, 1972).In addition to perceptual coding, the amount of information the consumer collects in the assembly stage can contribute to the success of a quality decision or the failure of a low quality decision. Bettman, Luce, and Payne (1998) found the following: Decisions become more difficult as the amount of information increases, as the time resources available for processing the information decrease, as the degree of conflict among attributes increases, as the amount of missing information increases, as the information display format becomes less organized or more complex. (p. 199) 20Information load can be defined as the independent number of informational items. When asked to choose between two products, consumers search as on both alternatives demonstrating the use of a compensatory decision rule. When asked to review and choose between several products with more attributes to consider, the search concentrates on only a few attributes within the choice set, utilizing a noncompensatory strategy. When faced with too many options, consumers master the amount of information collected by artificially reducing the number of alternative product combinations to achieve the objective of choosing one product (Payne, 1976).Less information is sought and noncompensatory strategies used to simplify the task. While time pressure may contribute (Wallsten, 1980; Wright, 1974), findings of these studies conclude that the use of simpler, less optimal rules enable the other complex task to be completed (Abelson & Levi, 1985). Information load and decision quality are reciprocally related. High levels of information can considerably reduce decision quality.In research conducted by Malhotra (1982), the effects of a wide range of conten t and information on decision quality was studied with a wide-ranging set of measures including a self-determination of overload. The results of the study support the theory and existence of relationship between the amount of information a consumer sees and the quality of the decision made in support of that information. Consumers who are faced with too many attributes are cognitively unable to make the number of necessary comparisons to thoroughly rank them. As a result, they resort to simple choice rules and heuristics to achieve the objective.Further studies by Scammom (1977) suggest that when confronted with increasing amounts of information, consumers will likely split their time between all of the informational objects causation a dilution of the content consumption and eventual overload, create low decision quality and dissatisfaction among the consumer over their product choice. 21 The final element of the Process, consumption and learning, refers to the consumer’s progression through the stages to arrive at a final purchase decision and ultimately consume the product. The experience as a result of the purchase and consumption can be recycled and used as information for uture purchase decisions. In a ground of endless data, the skill to convert it into useful information to enable an educated, high quality decision is greatly coveted. The three stages of relevancy, assembly and integration are equally important and equally deserving of further observation as they relate to consumer decision making. The more data, the less likely the consumer is able to wade through it and result in a quality decision. A puzzle exists. Consumers crave data. They covet information. Yet when presented with a unbounded supply, they are overloaded and forced to ignore the abundance.The human condition creates an environment that sustains the individual and supports them in their decision making process. With too much, we get less. With too little, we get less. The careful, keen balance between starvation and overload is the utopia vendors need to obtain to better enable more satisfied, higher quality decisions consumers can enjoy. Consumer Choice Through Decision Making This section will introduce to the reader the models that support the underlying drivers to consumer choice and the attributes that act as influencers to enable purchase decisions.It will answer the questions: what drives consumer choice and what attributes from those drivers influence purchase? The reader will understand how the consumer approaches the concept of making a decision and the innate, processes and tools he uses to arrive at that decision. For the purposes of this discussion, the scope of attributes influencing purchase as they relate to consumer choice will be bound to the area of technology adoption. The concepts of consumer 22 choice and decision making are described in the general context. Discussion relation to them focus in on the technology adoption c omponent.Choice can be a double-edged sword. When not faced with it, one feels mandated. When faces with its entirety, one feels overwhelmed. In between exists a delicate balance, once where the decision-maker believes enough in the way of resources has been allocated to enable him to generate a high quality decision. In the context of consumer choice, the process an individual assumes to ensure the quality is driven by the individual, similar in methodology to all but unique in deployment. Drivers to Choice What drives a consumer to choose one product over another?What combination of variables, alternatives, external or internal factors compels the decision? The answer, intricate in its delivery yet simple in its response is constitutionally human behavior. How humans process information and make choices somewhat the selection and consumption of products is fundamentally to answer the question of what drives the actions. Swift and continuous technological change in conjunction wi th the explosion of information sources like the blade and television have given consumers too much choice within a time-pressured environment. How can consumers adapt and cope with the decisions they make?Bettman, Luce and Payne (1998) suggest the process is adaptative and present a conceptual framework of five components that helps unlock the secret of understanding the process consumers endure to form their purchase decisions. Howard and Sheth (1969) focus on four stages of attitudes, perceptions and learning, while Engel (1983) focuses on decision making as problem solving. This section of the paper will guide the reader through a series of theoretical and applied behavior models that provide the foundation, structure and eventual answer to the question: what drives consumer choice? 3 formative Consumer Choice Processes in Summary Is the consumer choice process adjustive? Are consumers agile enough to recognize at a moment in time through reflection that a different approach might yield a more acceptable outcome? Bettman, Luce and Payne (1998) say yes, and support it with five summary concepts that will be presented here. Consumers are goal orient and develop their process for making a choice to achieve their goal. Driving factors include motivation, like increasing decision quality, reducing effort level or decreasing negative emotions.Because consumers are rational in nature, they also recognize that limited cognitive processing capability requires them to selectively process the most relevant information (Bettman, Luce & Payne, 1998). Continuing with the theme of information, consumers do differ in the rules and strategies they employ when collecting and analyzing it. Several show that increased knowledge and expertise better enable the consumer to assess the information and select more hard-hitting decision strategies (Alba & Hutchinson, 1987; Russo & LeClerc, 1994; West, Brown & Hoch, 1996).Even further down the discussion w ith information, Bettman, Payne and Luce (1998) state that how the information is displayed and presented can also affect/influence the consumer’s decision. Using Slovic’s (1972) principle of concreteness as the basis for their argument, they demonstrate that consumers are more likely to use information â€Å"that is explicitly displayed and will use it in the form it is displayed, without transforming it” (p. 202). Consumers will also vary their process when product categories are comparable and noncomparable.Comparable choices are product alternatives in choice sets that have similar attributes, like a BMW versus a Mercedes. Noncomparable categories involve no similar attributes, like comparing cellular phone to a Mercedes. In those kinds of situations consumers 24 tend to â€Å"develop more abstract attribute or compare overall evaluations” (Bettman, Payne & Luce, 1998, p. 203) to process the information. Time restraint is the fifth and final cont ributing element to an adaptive decision process. Time dictates availability to process, compare and choose.Consumers will limit each phase as enchant to accommodate the constraints (Betmman, Payne & Luce, 1998). Howard-Sheth Model Four stages exist within the Howard-Sheth (1969) model, all to occur sequentially, building cumulative nervous impulse to aid the consumer in his choice: (a) inputs, (b) perceptual constructs, (c) learning constructs, and (d) outputs. The inputs a consumer receives are a series of informational objects approximately the brand or product that can be categorized in three ways, significative, symbolic or social. Information or so the physical attributes of a product, like features and functionality are significative.Verbal and visual information in the form of advertising is symbolic, and social content is received through the consumer’s social environment by kernel of product notions and recommendations (Warner, 1997). Perceptual construct s are built as a result of the informational inputs. While the inputs serve as the foundation on which to develop a purchase decision, the perceptual construct further refines the base to filter those inputs and frame them in a manner that is intelligible for the consumer. Two different actions occur here to achieve that objective, contributing to the goal: stimulus ambiguity and unfastened search.Stimulus ambiguity is not an action, rather an experience; however, the phenomenon describes a state of confusion and lack of clarity around the messages attempting to be received by consumer that thwarts the progress. While many might consider an obstacle like this to cut from the goal, it contributes strongly by leading the consumer to an overt search, concentrating on collecting intelligence/information about the subject of the 25 message. Not every consumer experiences ambiguity and not every consumer will conduct an overt search.These two actions result in a stronger, more vetted s et of perceptual constructs that prepare the consumer to learn (Warner, 1997). Learning constructs are strongly influenced by the preceding perceptual constructs. Four learning constructs exist, each driving different reactions, although each equally driving choice: (a) motivation, (b) brand comprehension, (c) confidence, and (d) attitude. Consumers are motivated to satisfy a perceived need, and it is this internal motivation that influences the evaluative criteria used to select the appropriate product to purchase (Warner, 1997).Howard and Sheth (1969) argue that perceptions can be influenced. Brand comprehension simply defined is a consumer’s overall perception of a product. Targeted messaging, previous experience with the brand and external recommendations from trusted sources are three primary factors that influence and drive product choice over another. Brand comprehension, Howard and Sheth (1969) argue, has an equally powerful capability of influencing consumer attitude s toward particular products (Warner, 1997).The work and navigation through a series of stages up to this point all contributes to the level of confidence the consumer experiences toward the capability of a particular product to satisfy his initial, perceived need. Confidence determines the neighboring step. Does the consumer feel confident that he is on the right path, that enough information has been collected and properly filtered to aid in his decision? Does he feel as though he has missed something, or has the work up to this point secured his position allowing him to develop an attitude about his selection? side and confidence drive the intention to purchase, which leads to the actual purchase or output. Attitude is developed as a result of the confidence created by consumer wile 26 forming hi opinion through collecting information by way of inputs, developing perceptions as a result of learning from those perceptions. The output is the purchase. Engel Model The Howard-Sheth Model (1969) places greater emphasis on perception, attitudes and learning, while the Engel Model (1983) concentrates on decision-making processes.The Engel Model (1983) views consumer decision-making as a problem-solving exercise, assuming the purchase of a particular product will resolve the initial problem. The most common sequence within a decision-making framework introduces six stages of the consumer experience: (a) define the problem, (b) generate alternative solutions, (c) evaluate alternatives, (d) decide on the solution, (e) hold decision, and (f) monitor results. Engel (1983) enhances the sequence by overlaying the driving human factors behind the sequence, preserving the process.Motivation drives the recognition of a need to define the problem in the first stage. To generate alternative solutions in the second, the consumer must conduct an information search. The evaluation stage is where consumers employ a series of decision rules and strategies, dependent on the amoun t of information and the limitations of their processing capacity to eventually arrive at a decision (Warner, 1997). Theory of Reasoned Action (TRA) Fishbein and Ajzen’s (1975) Theory of Reasoned Action (TRA) stems from social psychology and the focus on the determinants of consciously intended behavior.In its simples form, the theory suggest that an individual’s actions are a direct result of his intentions that are based on personal attitudes and social norms toward a particular behavior. Attitudes related to the evaluation of personal beliefs that a behavior will generate a certain outcome and 27 consequence. Intentions to engage in particular behavior are additionally affective by subjective norms, â€Å"the person’s perception that most people who are important to him or her think that he or she would or should not perform the behavior in question” (Fishbein & Ajzen, 1975, p. 302).It is a social filter of sorts, a conscience to play back the pot ential outcome before it occurs to allow the individual to assess the risks and rewards. Theory of Planned Behavior (TPB) Recognizing that TRA as a prognosticator of actual behavior was solid in its fundamental assumptions, was at the same time limited with respect to analyzing only those behaviors that were under an individual’s control, Ajzen (1991) introduced the Theory of Planned Behavior (TPB). TPB supplements TRA by appending the control factor. TPB adds the perceived behavioral control component as a determinant of intentions to perform a behavior.Perceived behavioral control refers to an individual’s assessment of â€Å"the presence or absence of requisite resources and opportun\r\n'