Introducing Women in Shakespeares Plays

Shakespeare’s presentation of women in his plays demonstrates his feelings about women and their roles in society. As our guide to the types of female roles in Shakespeare demonstrates, women had less freedom than their male counterparts in Shakespeares time. Its well known that women werent allowed on the stage during Shakespeares active years. All of his  famous female roles like Desdemona and Juliette were in fact once played by men. Shakespeares Presentation of Women Women in Shakespeares plays are often underestimated.  While they were clearly restricted by their social roles, the Bard showed how women could influence the men around them. His plays showed the difference in expectations between upper and lower class women of the time. High-born women are presented as â€Å"possessions† to be passed between fathers and husbands. In most cases, they are socially restricted and unable to explore the world around them without chaperones. Many of these women were coerced and controlled by the men in their lives. Lower-born women were allowed more freedom in their actions precisely because they are seen as less important than higher-born women.   Sexuality in Shakespeares work Broadly speaking, female characters that sexually aware are more likely to be lower class. Shakespeare allows them more freedom to explore their sexuality, perhaps because their low-status renders them socially harmless. However, women are never totally free in Shakespeare’s plays: if not owned by husbands and fathers, many low-class characters are owned by their employers. Sexuality or desirability can also lead to deadly consequences  for Shakespeares women. Desdemona chose to follow her passion and defied her father to marry Othello. This passion is later used against her when the villainous Iago convinces her husband that if she would lie to her father she would lie to him as well. Wrongfully accused of adultery, nothing Desdemona says or does is enough to convince Othello of her faithfulness. Her boldness in choosing to defy her father ultimately leads to her death at the hands of her jealous lover. Sexual violence also plays a major role in some of the Bards work. This is seen most notably in Titus Andronicus where the character Lavinia is violently raped and mutilated. Her attackers cut out her tongue and remove her hands to prevent her from naming her attackers. After she is able to write their names her father then kills her to preserve her honor. Women in Power Women in power are treated with distrust by Shakespeare. They have questionable morals. For example, Gertrude in Hamlet marries her husband’s murdering brother and Lady Macbeth coerces her husband into murder. These women show a lust for power thats often on par or surpassing that of the men around them. Lady Macbeth especially is seen as a conflict between the masculine and feminine. She forgoes normal feminine traits like  motherly compassion for more masculine ones like ambition, which leads to the ruin of her family. For these women, the penalty for their scheming ways is normally death.   For a deeper understanding of Shakespeares women read our guide to the types of female characters in Shakespeare.

Connection Between Poverty and Obesity Essay - 1269 Words

1 Connection between poverty and obesity Author (Reggie L. Brown) ENGLISH 135 Professor (Jennifer James) Devry University 4 December 2011 First Draft Connection between poverty and obesity It is said that obesity can be caused by not knowing how to combat and prevent this common disease before it begins in poverty stricken areas. Additionally the availability of nutritious food choices and the means to have safe active life style are not available to those who suffer from poverty due to financial and educational disadvantages. Obesity is not just a class problem, but financially disadvantaged people that lack access to quality food will inevitably turn to high calorie processed foods that will stretch their food dollar.†¦show more content†¦Poor parents are less likely to monitor their childrens diet, diet patterns and physical activity due to stress and time constraints if they work. Parents who work full-time are less able to monitor their children due to a decrease in maternal presence and availability during the day. Studies shows that poor people who move out of low-income housing into better neighborhoods are muc h less likely to have diabetes or be obese than people who stay behind in poor neighborhoods. Studies suggests that not only the financial burned of poverty contributes to obesity but the surroundings or type of area that an individual lives in adds to the complication. (Committee on Progress in Preventing Childhood Obesity. National academic Press. ) (2005) Progress in Preventing Childhood Obesity: Focus on Schools. Retrieved from the National academic Press, http://site.ebrary.com/lib/devry/Doc?id=10115249amp;ppg=11 The absence of activity and proper rest has been associated with obesity in children, adolescents and adults. Physical activity habits, and, specifically, inactivity, track significantly from adolescence into young adulthood. Because poor children have fewer opportunities for outdoor exercise or organized sports participation, we expect physical activity will mediate the effects ofShow MoreRelatedConnection Between Poverty and Obesity1783 Words   |  8 PagesConnection between poverty and obesity According to Wall Street Journal, â€Å"More than 33% of adults who earn less than $15,000 per year were obese, compared with 24.6% of those who earn at least $50,000 per year.† (Izzo 2011) Processed foods such as cheeseburger or French fries tend to be cheaper than buying healthier ingredients and making home cooked food. When people have lower incomes, they do suffer from food insecurity, which is an important connection between poverty and obesity. Two reasonsRead MoreObesity as a Social Issue Essays869 Words   |  4 PagesObesity as a Social Issue Individual problems such as addictions, illnesses and mental depression stalk us throughout our lives, but there is more to addictions, illnesses and mental depression than meets the eye. A good example of this theory is obesity. Obesity in Australia is turning into a problem and as the rates of obesity increase each year, the larger the problem expands. According to sociologist, C. Mills, problems can be divided into either troubles or issues and more often than not, aRead MoreHousehold Income By Federal Poverty Level Essay921 Words   |  4 Pagesby federal poverty level DV: Being overweight or obese Faculty: Dr. Shana Alex Charles Fall Semester 2015 December 17, 2015 2) Interpretation of your results. a) With reference to my midterm research study, I will be using the updated 2011/12 California Health Interview Survey (CHIS) for adolescents (ages 12-17). My research question is how is being overweight or obese associated with the household income by federal poverty level? H0: X(obesity) = X(income)Read MoreObesity : Childhood Hunger And Poverty1146 Words   |  5 PagesObesity Caused by Childhood Hunger and Poverty America is a wealthy nation, yet 10.6% of households with children (4.2 million) suffer from food insecurity [1]. Low-income households are also much more likely than others to suffer from childhood hunger, caused by a recurrent or involuntary lack of food. The USDA defines food insecurity as â€Å"limited or uncertain availability of nutritionally adequate and safe foods or limited or uncertain ability to acquire acceptable foods in socially acceptable ways†Read MoreObesity : The Weight Of The Nation897 Words   |  4 Pagesis our Fat? Obesity solely stems from Americans not participating in enough physical activity. On the other hand, Family Stressors and Child Obesity, attributes the stem of childhood obesity to stressors, particularly family stressors. Another possible explanation for obesity, other than Americans not getting enough physical activity or stressors, comes from the movie, watched in lecture, The Weight of the Nation. This movie makes the connection of rates of obesity to living in poverty areas. TheRead MoreEffects Of Globalization On Obesity And Caloric Intake880 Words   |  4 PagesThe Globesity Epidemic Joan, Font. Globesity ? The Effects of Globalization on Obesity and Caloric Intake (October 2016). CESifo Working Paper Series No. 4982; IESE Business School Working Paper No. WP 1103-E. London School of Economics and Political Science graduate Joan Font, offers the effects of globalization on obesity and caloric intake. Joan makes his case from an economical and social standpoint, this is backed up by his education specialization in Health Economics and Social Policy.Read MoreSweden s The Swedish Health System943 Words   |  4 Pagesadopt the ideas of the Swedish health system? And, what would happen if America did adopt the Swedish health system? Sweden’s system is perfect for a country of that size, health status, and income invariance. Through comparing these three topics between the two countries it will show exactly what the U.S. can learn from the Swedish health system and how it will NOT be an effective plan for the U.S. â€Æ' What the U.S. Can Learn From the Swedish Health System The U.S. health system has been scrutinizedRead MoreResearch Paper: The Roles, Obligations, and Responsibilities of the Modern Nurse909 Words   |  4 Pages Lillis, LeMone, 2010). Nursing/Health Policy Issue: Environmental Factors in Childhood Obesity An example illustrating the roles, obligations, and responsibilities of the contemporary nurse in connection with a typical community health issue arising in urban communities like Chicago, Illinois is the prevalence of fast-food outlets and junk food within poor urban neighborhoods. Overweight and obesity rates among American adults is as an all-time high of nearly sixty percent; likewise, nearlyRead MoreChildhood Obesity Affects The Children s Emotional Health1717 Words   |  7 PagesChildhood obesity has been a crucial global concern for the past years, especially in the United States. Obesity within children has become a concern because it can develop multiple health risks. Although some of the health risks can be treated, there are many that could follow them for a lifetime. Some of the health risks could be minor, but many of the health issues are deadly. Childhood obesity has been related to affecting th e majority of the child’s main body systems. For example, childhoodRead MoreSugar And The American Diet895 Words   |  4 PagesSugar In American Diet The American diet is based mostly in processed food which contains enormous amount of sugar. The excessive consumption of sugar can cause diseases such as obesity, heart diseases, alzheimer, liver diseases, diabetes and others. One of the problems with the consumption of sugar is that people get sick progressively without the knowledge that it is caused by sugar. In addition, sugar is an addictive food and life without it is almost impossible. As a result, processed foods

Residential Schools Free Essays

Introduction For years, the aboriginal people have been discriminated in Canada. They were perceived as inferior because their native traditions were very different from the white Canadian traditions. In the 19th century, the Canadian government created mandatory residential schools to assimilate the Natives into English speaking and Christian Canadians. We will write a custom essay sample on Residential Schools or any similar topic only for you Order Now The schools were church-run and government funded. They did so thinking their traditions would diminish or be completely eliminated in a few generations. However, the residential schools affected the Natives and the Government negatively, despite it’s original objectives. The residential schools did not provide the proper education for the Natives. Also, many of them were living under poor condition and got abused which lead to different types of traumas in their  adult lives. To continue, the government`s goals were not reached and they had to apologize to the Natives to try to gain their respect. The impact of poor education The education in residential schools There was a total of 130 residential schools across Canada, and about 150 000 children attended those institutes. The main goal of the schools was for the Natives to learn English and adopt the Christian and Canadian culture. To do so, the children were prohibited to speak their language or practice their culture, or else they would receive severe punishments. Aboriginal residential schools provided an inferior education to students than the general population in the public school system. They focused on training students for manual labor in agriculture, industries and domestic work such as cooking, sewing and laundry work. Over 40 pour cent of the teaching staff had not received any kind of professional training. Many students had to work for the school involuntary and unpaid after class because the school could not run without it. The impact With such a poor education, students who reached the age of eighteen only had up to a fifth grade education. This caused a lot of problems later on when the government tried to incorporate Aboriginal students into public schools. Many of them struggled to keep up with the adjustment and those who wanted to attend university were often restrained to do so. That incident made it difficult for Aboriginal communities to break the cycle of poverty. Residential school conditions The poor conditions Many students were taken away from their families, and were not able to communicate with their siblings who attended the same school. The students were forced to do labour work during their stay at the school and were fed poor quality food. The food that was given was sometimes rotten, moldy and infested with maggots. As a form of punishment, many of them were sexually, mentally and physically assaulted. Also, some of them were forced to sleep outside in the winter and they were used for medical experiments. Survivors remember having needles pushed into their tongue if they were caught  speaking their language. These abuses, along with the poor hygiene, overcrowding and inadequate food and health care, resulted in an outrageously high death toll. In 1907, a study by the government medical inspector P.H Bryce reported that 24 pour cent of the kids died ar the schools and 47 to 75 pour cent of those who were discharged from the schools died months within returning home (http://indigenousfoundations.arts.ubc.ca). The impact The negative impact of the residential schools on the Native communities still remains to this day. Even the people who did not attend those schools still share the same millstones as their ancestors. These include domestic violence due to personal trauma and the loss of Aboriginal language, culture and traditions. Some of those who have attended the schools suffer from post-traumatic stress syndrome and the effects make it challenging to take part in social, family and professional environments. Many of the children grew up without experiencing a nurturing family life and without the acquaintance and skills to raise their own families. Also, the sense of worthlessness that was implanted in the students resulted to self-abuse. The extremely low self-esteem contributed to a high rate of substance use, alcoholism and suicide. The damage caused by the residential schools has caused intergenerational trauma which is the cycle of abuse and trauma from one generation to the next (http://indigenousfoundations.arts.ubc.ca). The government’s role The government’s main goal The government believed that the socio-cultural difference between themselves and the aboriginal people was too wide. They described the Natives as a savage, ignorant, uncivilized and in need of guidance group of people. They assumed that by creating residential schools, they would be able to easily assimilate the Natives, â€Å"If anything is to be done with the Indian, we must catch him very young. The children must be kept constantly within the circle of civilized conditions,† ( Davin). Their strategy was to rapidly adapt them to mainstream society through education. However, it did not go as intended. In 1950, despite all their efforts to extinguish the Native culture, the government realised that the integration was not working. Regardless all the  damage that was done, their culture was still surviving. It is at that point that the government recognized the devastating effects of the residential schools. Nevertheless, it wasn`t until 1986 that all doors of the residential schools were closed. The government’s apology In 1980, survivors of the residential schools started suing the government and churches for all the destruction the residential schools had caused to their individuals and communities. The federal government and churches involved approved to pay collective and individual rewards to the survivors of the residential schools, in 2007. They also promised to the Native culture that they would establish supporting programs to help heal their grief, and to launch a Truth and Reconciliation Commission. The Truth and Reconciliation Commission is used when a country wants to reconcile and resolve policies or practices, in other words, unify Canada. In 2007, the government announced they would be giving 1.9 billion dollars to the aboriginal people who were forced to attend the schools as a compensation package. They also provided 120 million dollars to the Aboriginal Healing foundation as well as 100 million dollars given by the churches to finance services towards healing initiatives ( www.CBC.ca). On June 11th 2008, a ceremony was held by the House of Common to publicly apologize for the government`s participation and to recognize the negative impact it has done. That apology was left with a wide range of reactions. Some believed that it was a positive step for the government to build a relationship based on mutual respect while others believed that it would not change the government`s connection with the Aboriginal people. The idea of the residential schools did a lot of harm to the government`s image because many Canadians lost respect towards the government after the truth behind those schools came out. Conclusion To conclude, residential schools affected the Natives and the Government negatively despite their original objectives in many ways. The residential schools did not provide the proper education for the Natives. Also, many of them got mentally, physically and sexually abused which lead to a cycle of trauma and abuse for the future generations. To continue, the government`s initial goals were not reached and they lost the respect and trust of many  Canadians. Although the government tried to help the Native population financially and through healing support, it is difficult for the victims to leave the past behind. The Aboriginal communities still struggle to adapt to our society, which proves how persistent a nation can be. How to cite Residential Schools, Papers

Emotion and Behaviors free essay sample

This project requires that you observe two preschool-age children in the Child and Family Development Center (ground floor of the Alfred Emery Building) and, on the basis of your observations, report on a particular aspect of their development. In the following pages, three options will be presentedyou may focus on either language development, play, or emotional behavior. Thus, the option you select will determine the nature of the observation you conduct, but it is also true that all projects must follow the same guideline. First, you must decide which of the three options you will pursue. Second, you should become familiar with the objectives of your observation (based on the descriptions presented in the following pages as well as any reading from the textbook that would prove useful in this regard). Third, you should begin planning your observation; this should include decisions regarding what you will focus on during your observations (e. g., behaviors, specific features of the physical and social context), what kinds of things you will try to take notes on in the course of your observation, which preschool class you will observe, and when you will plan to conduct your observation to assure that you will leave yourself enough time for a second chance should you fail to gather all of the necessary information on your first observation attempt. Fourth, you should conduct your observation, paying very careful attention to the behaviors and situations that you have (beforehand! ) decided are most importantin all cases, you will have to observe two children for 15 minutes each. Take notes and remember that these notes are all you will have to work from when writing your paper. I also would recommend that you allow yourself approximately 1 hour for your observation. This would allow you at least a few minutes at the beginning of the observation to get a feel for the classroom and the children in it and to identify the two children you will observe; ample time to observe each child for 15 minutes (which may be split into 5 minutes now, 5 minutes in a short while and 5 more minutes at the end of your hour); and even some time to make up for observations that dont result in any useable information. Fifth, you must rely on your notes and the details of the assignment to prepare your paper. In all cases, I am asking that you provide some general, objective information about what you observed in each child, and that you interpret your observations in terms of what youve learned about preschooler development. In addition, the introduction of your paper should provide a brief description of who you observed, when you observed them and what was going on in the preschool classroom during your observation period. Finally, at the end of your paper, briefly comment upon your experience as an observer. For example, How easy or difficult was it? What did you learn? How confident are you in the representativeness of the behaviors you observed for each child? As usual, all papers MUST BE TYPED. You are limited to 3 typewritten pages so think carefully about how best to organize all of the information you wish to present. Papers are due at the beginning of class on Tuesday, April 15. *****The preschool schedule is as follows: There are three different preschool classes (children ages 3-5): one meets Mon/Wed/Fri, 8:30-11:30, one meets Tues/Thur, 8:30-11:30, and one meets Mon thru Fri, 12:30-3:30 pm). In all cases, there should be no problems if you observe (quietly) from the observation booths attached to each classroom, or from outside the playground fence. If you wish to observe from within the classroom, or if you wish to go onto the playground with the children, you will need the permission of the head teacher. Simply tell them about the project, mention the class and instructors name, and there should not be a problem (do this ahead of time! ). Following are descriptions of the three options, each focusing upon a different feature of preschoolers development. In this exercise, you will be concerned with describing and analyzing the childs speech and determining such things as the depth and variety of his/her vocabulary. 1. It is important to look at the childs speech in terms of Piagets concepts of egocentrism and sociocentrism. Egocentric speech is speech that does not take the other person into account; it is speech that, for all practical purposes, is private. There is no real effort to communicate with the other person; therefore, whatever is said is meaningful only to the speaker. Piaget identified three types of egocentric speech: (a) monologue, in which the individual talks only to himself and with no other persons present; (b) repetition, in which the individual repeats words and phrases over and over again as if to practice them or as if he simply enjoyed making the sounds; and (c) collective monologue, in which two or more persons are talking together but none of them is paying attention to what the others are saying. Each conversation is independent of the other conversation. Socialized speech, on the other hand, is public speech. It is intended to communicate with someone and each person takes into account what others are saying and responds accordingly. Q1: 2. Does the child engage in egocentric or socialized speech? What are the circumstances under which these types of speech are used? Vocabulary is the foundation of speech. We communicate by putting individual words together into properly constructed sentences and paragraphs. Presumably, the greater the number of words in our vocabularies, the greater the number and variety of sentences and ideas we can utter and transmit to others. Words have different meanings and serve different purposes. Moreover, words must be placed in the correct position within a sentence; thus, there are rules of grammar and syntax. Q2: What do you observe about the childs vocabulary? In particular, examine the childs speech for words that express relations and oppositions, for example, words such as and, or, not, same, different, more, less, instead, if, then, and because. Also, how varied or rich is the childs vocabulary when he/she talks about the world and the people/things in it? Think in terms of general classes or categories of objects, persons, and events, then assess how many different words the child uses to discuss those categories and/or how many different categories the child uses. B. Observational Objectives To learn about the language production abilities of preschool children, and how children of preschool age use language as a means of social interaction. C. Procedure For this exercise, your purpose is to observe and record the language behaviors of children as they are engaging in social exchanges. Basically, you will need to write about the vocabularies demonstrated, the ways in which children use their language for the specific purpose of communicating with others (either adults or other children), and the degree to which language appears to be influenced by the setting in which it occurs. For this purpose, select two children and observe each of them for 15 minutes during a time when they have opportunity to interact with others in a small group settingfree-choice periods are probably best. (Do not try to observe two children at the same time! ). As you observe, take notes regarding the nature and variety of words used by each child (writing down exactly what the child says would of course be very useful), the childs specific use of language to communicate with others, and the context in which all of this is going on. For each child, your paper should include a brief description of the language used (including information about vocabulary, communication and context) as well as an interpretation of each childs language behavior in terms of what youve learned about development during the preschool years. II. PRESCHOOLERS PLAY A. Background Information Play is considered by some psychologists to be the most important activity in which the young child engages. Indeed, play activities pervade the lives of children from infancy throughout childhood. Some play seems obviously linked to the childs observation of adults; other play seems to stem from the childs fantasies and from experiences that she finds particularly enjoyable. There are a number of explanations of the major purposes of play. These range from play as getting rid of excess energy to play as a means of socioemotional expression. Play can be a group or an individual activity. Play is distinguished from non-play by its special characteristics, the most important of which are its voluntary nature and its complete structuring by the participants, with little regard for outside regulation. When play is governed by consistent rules, we say children are playing games. These rules give play a social dimension. The participants must put their own personal wishes into the background and abide by the requirements of the game and the wishes of the larger group. It is important to note that not everything children do is play, although they will sometimes try to make play out of what adults intend to be serious. Parten (1932) has identified six types of play, which are given in an accompanying list (next page). Remember that play, like all behavior, occurs in a physical and social context. Therefore, include in your report information on the equipment and materials the child was using in his play and who the child was playing with, if appropriate. B. Partens Six Classifications of Play or Social Interactions 1. Unoccupied Behavior: Here the child is not engaging in any obvious play activity or social interaction. Rather, she watches anything that is of interest at the moment. When there is nothing of interest to watch, the child will play with her own body, move around from place to place, follow the teacher, or stay in one spot and look around the room. 2. Onlooker Behavior: Here the child spends most of her time watching other children play. The child may talk to the playing children, may ask questions or give suggestions, but does not enter into play. The child remains within speaking distance so that what goes on can be seen and heard; this indicates a definite interest in a group of children, unlike the unoccupied child, who shows no interest in any particular group of children, but only a shifting interest in what happens to be exciting at the moment. 3. Solitary Play: This is play activity that is conducted independently of what anyone else is doing. The child plays with toys that differ from those used by other children in the immediate area within speaking distance, and she makes no effort to get closer to them or to speak to them. The child is focused entirely on her own activity and is uninfluenced by other children or their activities. 4. Parallel Play: Here the child is playing close to other children but is still independent of them. The child uses toys that are like the toys being used by the others, but he uses them as he sees fit and is neither influenced by nor tries to influence the others. The chid thus plays beside rather than with the other children. 5. Associative Play: Here the child plays with other children. There is a sharing of play material and equipment; the children may follow each other around; there may be attempts to control who may or may not play in a group, although such control efforts are not strongly asserted. The children engage in similar but not necessarily identical activity, and there is no division of labor or organization of activity or individuals. Each child does what he or she essentially wants to do, without putting the interests of the group first. 6. Cooperative or Organized Supplementary Play: The key word in this category is â€Å"organized. The child plays in a group that is established for a particular purpose: making some material product, gaining some competitive goal, playing formal games. There is a sense of â€Å"we-ness,† whereby one definitely belongs or does not belong to the group. There is also some leadership present–one or two members who direct the activity of the others. This therefore requires some division of labor, a taking of different roles by the group members, and the support of one child’s efforts by those of the others. C. Observational Objectives To learn about the distinguishing characteristics of different forms of play, specifically according to Partens classification of play behaviors. D. Procedure Familiarize yourself with Partens classifications of play as described above. Select two children in the preschool and observe each of them for 15 minutes, preferably during a free-choice period when the children are free to move about the room and play with who or what they wish. (Do not attempt to observe both children at the same time! ) As you observe each child, look for examples of each type of play or social interaction as described by Parten. Also, in addition to classifying each childs play behaviors, observe whether there are any patterns to their play. For example, are there particular situations in which a child tends to be an onlooker, but in other situations he/she engages in parallel or cooperative play? As you observe, you should take notes regarding these relevant issues so that you will have something to work from in writing your paper. For each child, your paper should include a brief description of the types of play exhibited (including information about which type(s) are exhibited most frequently) and the social context which characterized each type of play. Additionally, you should provide an interpretation of your observations based on what youve learned about development during the preschool years. III. EMOTION BEHAVIOR A. Background Information Emotions are such a basic part of our psychological beings that we sometimes take them for granted. Some of our emotions are clearly identifiable by us. We know when we are angry, frightened, or joyous. At other times, however, we can have feelings that are not so clear; we may not be able to label what we feel. Whatever the case, emotions are internal experiences that are private and directly accessible only to the individual experiencing them. This being so, we cannot state with certainty what emotion another person is feeling. She must tell us, or we must infer the emotion on the basis of the individuals behavior, facial expressions, and the event that preceded and might have caused the feeling. A childs emotional behaviors become more refined and extensive as she matures. Therefore, a four- or five-year-old will typically be more emotionally expressive than a two-year-old. In this exercise, you will be trying to gain some understanding of the childs emotional behaviors, of the range of her emotions and the kinds of situations that prompt these behaviors. Again, you can only infer what the child is feeling and cannot observe emotions directly. Therefore, be cautious in your interpretations and concentrate on the childs obvious behaviors and the contexts in which they occur. 1. There are several emotions that are commonly found in preschool children: aggression, dependency and fear. Aggressive behavior is frequently defined as behavior that is intended to physically or psychologically hurt another person (or oneself) or to damage or destroy property. An important issue is whether a behavior is intentionally aggressive or simply an accidental occurrence. Further, it is argued by some that in order for a behavior to be termed aggressive, the aggressor must feel anger or hostility toward the victim and must derive satisfaction from hurting the victim. This kind of aggression is called hostile aggression. In contrast to hostile aggression, there can be cases where the aggressor is interested only in getting some object from the victim or achieving some goal. This is called instrumental aggression, and it need not involve anger or hostility. Observe the childs behavior for instances of aggression, either toward  another child or an adult, or towards objects in the environment. Be certain to differentiate between intentional, hostile and instrumental acts of aggression. What kinds of situations or frustrations make the child angry? What behaviors by other people anger the child? How does the child express his/her anger? Dependency consists of such behaviors as clinging or maintaining proximity to adults or other children, seeking approval, recognition, assistance, attention, and reassurance, and striving for affection and support. It is important to recognize that all of us are dependent. The issue is to what degree and under what circumstances we show our dependency. It is also useful to distinguish between two basic types of dependency: a) instrumental dependency, which essentially is the necessary reliance we have on others for certain things that are beyond our capacity to do; and b) emotional dependency, which is a need to be near others and to have their support, affection and reassurance. It can also be the unwillingness or the selfperceived inability to do things for oneself that one can or should be able to do. It is important that, where possible, you distinguish instrumental dependency from emotional dependency behaviors. It is also important to note that as children mature, the characteristics of their dependency behaviors change. Very young children are likely to show clinging and proximity-seeking behaviors, whereas older children, who also have greater cognitive abilities, will likely seek attention and approval. Q3: 3. Fear is demonstrated by such behaviors as crying, withdrawing, seeking help, and avoiding the fear-producing situation. Fear can promote both dependency and aggressive behaviors. Nonetheless, fear can be expressed in such a way that it, and not aggression or dependency, is the primary emotion. Q4: 4. In what situations or activities is the child dependent, and, for example, seeks the presence, direction, or assistance of others? In what situations is the child independent and does not seek direction or assistance from others? What kinds of objects or situations appear to scare the child? In what ways does the child express his/her fears? How does he/she deal with his fears (e. g. , by withdrawing, confronting the fearful situation, seeking help)? In addition to the emotional behaviors just discussed, there are other feelings that children are capable of experiencing and expressing. You should be alert to as many of the childs affective states as possible. For example, there are the feelings of pleasure and displeasure, frustration, boredom and sadness. Like adults, children will differ as to how accurately they can identify and/or express what they feel. Q5: What kinds of things does the child find pleasant? What activities, play materials, stories, games and so on, seem to be particularly attractive to the child? How does the child express that pleasure? Q6: What kinds of things are unpleasant or uncomfortable for the child? In what situations does the child appear to be ill at ease? How does she express her displeasure? Q7: Are all or most of the childs feelings expressed with equal strength, or does their intensity vary with the particular feeling or situation? B. Observational Objectives To learn about the differences in childrens emotional behaviors and the range of emotional responses in preschool children. C. Procedure Select two children, observe and record each childs behavior for a 15-minute period (do not attempt to observe both children at the same time! ). Record behaviors in as much detail as possible (attending to the kinds of things that would help you answer the above questions) and be sure to include descriptions of the physical and social context as they apply to the emotional behaviors observed. IT IS RECOMMENDED THAT YOU OBSERVE CHILDREN DURING THE VERY BEGINNING OF THEIR PRESCHOOL CLASS SO THAT YOU WILL BE ABLE TO SEE THEM AS THEY ARE BEING DROPPED OFF BY THEIR PARENTS AND THEN MAKING THEIR INITIAL ADJUSTMENT TO THEIR PRESCHOOL SETTING. Your paper should include a brief description of each childs behavior (including the different kinds of emotions, the contexts in which they occurred and the relative frequency of each expression) as well as an interpretation or comment on each child using some of the questions and background information provided above. Finally, compare the two children, looking at the range of emotional expression, intensity of expression, and what evokes the emotional responses. In short, summarize how the children differ from each other in this area of functioning.

Another fairytale movie is out, you inwar dly gr Essays - Film

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Impact of Advertising Campaigns on Consumer Behaviour Chapter.1 Introduction 1.1 Introduction and Background The hypermarket plays an important role in Asian countries, such as South Korea, China, Thailand, and Taiwan, the numbers of hypermarkets are rising because of the dense population. Nowadays, Taiwan has experienced rapid economic expansion and a notable increase in consuming capacity. With an increasing demand for better products and services, the concept of using modern retail channels such as convenience stores and hypermarkets for daily purchases of household necessities has been adapted widely by consumers. In a survey of the role of hypermarkets in Taiwanese peoples daily lives quoted by Taiwan Today (2009) from Chinese-language China Times founded that over than eighty-four percent of 1,870 participants said they had shopped at a hypermarket. Obviously, the hypermarket became the main store format for Taiwanese people when they purchased household necessities and foods. According to Nielsen Company (2009) market research conducted in 2006, Taiwan had the second highest density of hypermarkets in Asia region. In this survey, they pointed out the population in Taiwan around 23 million and each hypermarket serves around 210,000 people. They also founded that Taiwan is significantly more developed than other Asias countries, with 90 percent of grocery sales going through the modern trade. Therefore, retailing industry became competitively so retailers must put effort into increasing various products, better service or developing various sales promotions in order to tempt customers, and the results of the poll reveal that which strategies are effective. As Dibb et al. pointed out the role of promotion in a company is to communicate with customers, with the aim of directly or indirectly facilitating exchange by informing and persuading one or more audiences to accept the companys products (Dibb et al., 2006: p.511). In addition, the resource in a company is not infinite therefore company should maximum the efficiency of resource and focus on useful marketing strategies. For that reason, we understand the promotion became a crucial issue for company which want to utilize the tools to increase communicate with customers then incentive customers purchase companys product. Meanwhile, by providing good services and products surpass customer expectation then get higher custom er satisfaction. Finally, the company can keep higher customer retention and earn more profit. This research takes Carrefour for example and discusses the effectiveness of sales promotion operations for Carrefour. Besides, this research tries to understand how promotion campaigns to impact customer relationships and behaviours and how to use sales promotion to help company get more revenue and keep high customer retention. 1.2 Aims and Objectives Aims In the past, the manufacturers and retailers focus on how product more products and how to use the marketing strategies to sell the products, they also stand on supply-based side to sell products. However, in the twenty first century, the domestic and global competition is increasingly intense; the marketplace provides more options to the customers, and the whole value chain of retailing had already became the customer orientated situation and retailers seek for best ways to increase the profit. Objectives The purpose of this research is aimed at examine the effects of sales promotion and marketing strategy on consumers behaviours. Let the stores to understand the customers needs by distinguishing the effectiveness of individual sales promotion, then provides the new marketing strategy for fit in with the market. Therefore, there are four objectives in this study: 1) Identify the effects of individual sales promotion tools on perceived values. 2) Find out the impact of different sales promotion tools on consumer purchase intention. 3) Find out whether there is a positive correlation between sales promotion and purchasing intention. 4) Identify the demographic of consumers and behaviour response. 1.3 Research Structure This research includes five chapters, and the outline of each chapter is as follows: Chapter one introduces the research background, research aims and objectives, and research structure. Chapter two reviews the existing literature relevant to this research. It consists of definition of hypermarket, sales promotion, consumer behaviour. Chapter three illustrates the experiment design, data collection, sample selection, measurement, and pre-test. Chapter four tests the hypotheses and shows the statistical results of the research. The data analysis methods contain Reliability Analysis, Factor Analysis, ANOVA, Independent-Sample T Test, and Simple Regression. Thus some findings could be explained through this information. Chapter five discusses the results and implications of the study, describes limitations, and provides suggestions for future research. The research flow is as follows: Chapter 2. Review of the Literature Introduction There exist numerous theories about how an individual consumer perceives the values of products based on several elements. In this chapter, an extensive review of literature is to be presented. Basically, three sections are included in this chapter. The first section discusses the definition of Hypermarket. In the second section, the definition and classification of sales promotion are to be provided. Then, the third section reviews the theories of consumer buying behavior. 2.1. Hypermarket 2.1.1 Definition of hypermarket According to URPI (1988), the hypermarket is an extension of the supermarket. Normally, the average supermarket covers up to 2500 m, a superstore is between 2500 and 5000 m and the hypermarket is anything over 5000 m in business size. It offers variety of choices and depth of range but usually centers mainly around groceries. Kitchen and Proctor (2001) found that, hypermarket usually over 50000 square feet, typically on one level and selling a wide range of food and non-foods products. Moreover, hypermarkets are usually built on the edge of town or near retail parks. A number of definitions have been coined for a hypermarket. The most widely used definition of a hypermarket is a large commercial establishment which comprises of departmental stores and supermarket which offer a wide range of grocery and a chain of merchandise goods at discounted prices. 2.1.2 Hypermarket in Taiwan 2.1.2.1 History In Taiwan, the hypermarket has developed for 20 years. The first hypermarket called Makro, which were introduced to Taiwan in 1989. At same time, the French company Carrefour established a joint-venture with President Group in Taiwan. Furthermore, local brands such as Geant and RT-MART and international brands like Costco quickly join hypermarket industry. They provide with a variety of commodity and low price. At that time, Makro quickly became the biggest retail sales system in market, and set a new customer shopping trend in Taiwan. Those are self-service, low price, and get all you need in one store. Meanwhile, during 90s Taiwans government comprehensively pushed commercial and service industry development, and eagerly anticipated the industry to become prosperity, globalization, internationalization and alliance. In last twenty years, hypermarkets dramatically grew under the government policy guidance. 2.1.2.2 Current situation Recently, hypermarkets in Taiwan became already the main places that the consumers purchase household necessities for daily lives. In spite of during the global recession, the leading-brand hypermarkets still to expand their new stores every year. In Taiwan, There are 106 hypermarkets at the end of the year 2008. Table 1 shows that the largest chain of hypermarkets is Carrefour (58 stores), followed by RT-MART (24 stores) and Geant (14 stores). It is clearly that the variations and competitions between the hypermarkets in Taiwan are very fiercely. Therefore, hypermarket should find other marketing strategies to keep their market share and profit. Table.1 Source: Collected by different hypermarkets official website in Taiwan 2. 2 Sales Promotion 2.2.1 Definition of Sales Promotion The word promotion originates from a Latin word meaning to move forward. Later, the meaning has been narrowed with reference communication undertaken to convince others to accept ideas, concepts or things. Many previous studies and researches have defined of sales promotion. Each definition has its own elaboration according to the promotional methods applied. Hence, the techniques of sales promotion are diverse and widely used. Strang (1976) had given a more simplistic definition on sales promotion where they are short-term incentives to encourage purchase or sales of a product or service. Twenty years later, Kotler and Armstrong (1996: pp.200-250) reemphasized that sales promotion consists of short-term incentives to encourage purchase or sales of a product or service. Sales promotions include a wide variety of promotion tools such as coupons, contests, cents off deals, and others are designed to stimulate earlier or stronger market response and this includes consumer promotion, trade promotion and sales force promotion. They also defined sales promotions as invite and reward quick response from consumers whereas advertising and personal selling offer reasons to buy a product or service. Later, McDonald and Christopher (2003: pp.120-140) noted that sales promotion is not a face-to-face activity concerned with the promotion of sales. Sales promotion can be an activity for saving problem designed to stimulat e customers to behave more in line with the economic interests of the company, and bring forward their decisions to buy. The design of promotion is to increase sales of product or service by encouraging consumers to try and even purchase the product. This activity provides incentives to consumer within specific time in order to help them make decision on a variety of commodities available in the market. Brassington and Pettitt (2006:pp727) also concluded that sales promotion covered a wide variety of objectives, all of which fall into three broad categories as show in Figure 1. : communication, incentive and invitation. Figure 1 Sales Promotion objectives Despite sales promotion have different forms or definitions offered by several credible institutes and scholars, but all sales promotion instruments would be have the common typical objectives: 1) Encourage intermediaries do more sales efforts 2) Increase shelf space for products 3) Help intermediaries stock levels increasing 4) Get more support for in-store displays or other promotions 5) Gain access to new outlets 6) Counteract pressure from sales downturns or competitor actions 7) Improve communication with, or education of, intermediaries For every marketers or producers, it is essentially important for them to understand, which promotion techniques can attract and induce consumers to purchase their products respectively. In order to create better analysis of the effects of promotions, some researchers classify the sales promotion into different framing forms. Campbell and Diamond (1990) classified the sales promotion into two main types, monetary promotion and non-monetary promotion. Monetary promotions are inducement activities made through the price mechanism and comparable with product selling price such as discount and coupons. On the other hand, non-monetary promotions are inducement activities that exclude pricing element and not comparable with product selling price, i.e., free gift or premiums. Their study concluded that non-monetary promotions are theorized to be considered as gains while monetary promotions are viewed as reduced losses in terms of value perception. Experimental results showed that monetary promotions have smaller but noticeable differences than nonmonetary promotions in value. However, non-monetary promotions had broader latitudes of acceptance than monetary promotions. Because of their relatively small noticeable difference, monetary promotions may be particularly effective for transactions with limited amount of money involved. Meanwhile non-monetary promotions, which have broader latitude of acceptance, would be better for transactions that are more expensive. No matter how the sales promotion is classified, there are several ways of hypothesizing whether a particular promotion will be considered as a gain or a reduced loss in value perception. One of Thalers (1985) assumptions was that the physical or temporal separation of a rebate (monetary promotion) check from the price quotation leads to the consideration of the rebate as a gain, but he did not test that hypothesis. Price-off promotions, a monetary promotion tool, are most likely to be viewed as reduced losses in value perception and non-monetary promotions, are most likely to be framed as gains in value perception (Sawyer and Dickson, 1984). Most analytical and econometric models of sales promotions simply assume that monetary savings are the only benefit motivating consumers to respond to sales promotions (Blattberg and Neslin,1990: pp.30-100). Therefore, the determination of value perception of gains or reduced losses is depending upon which form of sales promotion would produce t he most happiness for the subject (McDonald and Christopher, 2003). 2.2.2 Sales Promotion Activities Money-off Money-off are the most recognized use of sales promotions. Money-off offers are usually designed as short-term expedient but some brands appear to run one price reduction after another, creating clear impression and expectation in peoples mind. Bonus packs Bonus packs include an extra quantity of product in the pack for no extra price increase. Banded packs These are multi-packs of the same product, or more than one product, banded together for inclusive price. Couponing Coupons are extensively used in a variety if forms and are associated with other elements of sales promotions such as money-off offers and contests. Premiums Premiums are merchandise items or services. They include free goods and services such as a free extra item of the product being purchased, a free item of some other product or free service such as entry into a leisure park. Sampling Standard or trial-sized samples of the brand are provided free or at a reduced price to encourage trial. Contests Competitions of a variety of forms are a popular sales promotional tool. Contests encourage individual customer rivals others for prizes according to their analytical or creative skills. Sweepstake Sweepstake is a method of stimulating sales in which consumer submit their names for inclusion in a draw for prizes. Sweepstakes are usually used to stimulate sales contests, and sometimes sweepstakes will combine with other sales promotion tools. Tie-in sales promotions Tie-in sales are where multiple products are involved in sales promotions. The products may be from the same company or different companies. Merchandising/ point- of sale displays/ demonstrations Those promotions are anything that entices customers to buy or take action through display and atmospherics. It includes window displays, shelf and aisle displays, the use of video, and other appeals to any of the five senses. Frequent user incentives Frequent user incentives to reward customers who take part in repeat purchases. Basically, frequent user incentives include loyalty card and trading stamps. The loyalty provides discounts or free merchandise to regular customers. Information leaflets/ packs and catalogues The primary purpose of those trade items is to be informative in explaining the range products available, and give pricing and ordering procedures. 2.3 Customer behaviour 2.3.1 Theory of Consumer Buying Behavior It is very difficult to identify the causes of consumer behaviors. People make their buying decision based on many reasons. The analysis of consumer behaviors as those acts of individual directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine the acts. People make buying decision based on different factors. Knowledge of consumer behavior is a vital input to sales promotion activities (Blackwell et al., 2001). Between 1950 and 1960, the field of economics was the main contributor in explaining consumer behavior and economists were the first to propose a formal theory of consumer behavior (Karin, 2003). However, marketers only borrowed rather indiscriminately from social psychology, sociology or any other fields of inquiry that might relate to consumer behavior in some way. One of the outstanding models underlies the consumer behavior, Stimulus response model (Bagozzi, 1986), has been widely applied by marketing managers. According to Teunter (2002), most marketing managers find the economic model particularly lacking in its ability to suggest specific actions for influencing consumption or for anticipating specific demands of consumers (unless resulting from price actions). Most marketers or producers need guidelines that will indicate how their actions, especially the marketing mix, might actually influence consumers perception and in turn purchasing behaviors. In the stimulus-response model (Fig. 2) suggests that marketing and other stimuli enter the consumers black box and produce certain responses (Bagozzi, 1986). Hence, the challenge for marketers is to find out how the responses are generated in the black box. Notice that the marketing mix variables are not the only stimuli producing responses on the consumers but also external environmental fact ors. The stimulus-response approach is quite appealing because marketers can discover the reactions of consumers to sales promotion stimuli. Under this approach, people are represented as being buffeted by stimuli rather than freely discovering their needs and choosing among alternatives. Stimulus Buyer Black Box Consumer Response Marketing Mix Psychological Variables Reactions Product Purchase Price Activities Place Consumption Promotion Patterns External Environmental Economic, Technological, Political, Cultural Fig. 2. Stimulus-Response Model Source: Bagozzi, 1986. The central idea of the stimuli-response model is to employ marketing stimuli to influence perceived value as they affect buyer decision and intention to purchase. Sales promotion is one of the elements of marketing stimuli, this model could be very useful in explaining how and why sales promotions affect consumer behaviors through the perceived value. Usually consumers make purchase decision toward which they have a positive attitude, and avoid those, which they have, negative perception. Therefore, to make better prediction about consumers behaviors will need a better understanding about the formation of consumers perceived values (Teunter, 2002). Consumer value is very important to marketers (Fredericks and Salter,1995; Vantrappen, 1992), especially under the fierce competition in newmillennium. The concept of perceived value has recently gained its importance in the business environment as it could affect consumer behaviors, and therefore it helps provide the basis for building strategies for the marketers/producers to gain a better competitive position in a market. However, despite its strategic importance for marketing, perceived value did not receive enough investigation in the literature in agribusiness. Although the conceptualization of perceived value launched in the late 1970s, researchers just begin to give reasonable attention to its operationalization (Sweeney et al., 1997). Given the previous studies, perceived benefits, perceived price, monetary price, psychological price, and behavioral price are all associated with conceptualization of perceived value. Hence, the concept of perceived value is a multi-dimensional (Kotler and Armstrong, 1996). Studying the perceived value has become quite popular recently. There are several conceptual models on perceived value, and basically they can be grouped into two categories according to the different conceptual values. First category consists of transaction utility theory and concept theory of Grewal et al. (1998a), where they define the perceived value as two dimensions-transaction value and acquisition value. Meanwhile the second category only reviews the perceived value as a whole unit without clearly segregating the value into transaction value and acquisition value. Transaction utility theory was developed by Thaler (1985) it focuses on how people build mental code combinations of events that are assumed to make themselves as happy as possible. This principle is used to explain consumers purchase behaviors related to their preferences and the evaluation of transactions involves the acquisition utility and the transaction utility. Conceptually, the acquisition utility is a measu re of the value of the goods relative to its price, which is similar to the economic concept of consumer surplus. Transaction utility is defined as the difference between the amount paid and the internal reference price for the goods that the consumer expects to pay for. This theory leads to the evaluation of consumers tangible gains to their losses when they are offered with promotion, then the perceptions of value and purchase intention would be formed. During the purchase evaluation stage, consumer will makes the purchase decision based on the maximum perceived value or utility received from individual promotions. Thaler (1985), argues powerfully that promotions may frame as gains or losses in the value assessment. The transaction utility theory already becomes a fundamental base for many researches on the psychology of persuasion (Lichtenstein and Bearder, 1989). Grewal et al. (1998a) focused on the perceived product value and customers choice behaviors in the pre-purchase phase. They have successfully identified the value into two aspects, perceived acquisition value and perceived transaction value. Perceived acquisition value is the perceived net gains associated with the products or services acquired. That is, the perceived acquisition value of a product will be positively influenced by the benefits they are getting from acquiring and using the product. However, it will be negatively influenced by the amount of money given up to acquire the product, i.e., the sales price. On the other hand, the perceived transaction value is the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal. In addition, they discovered that the influence of perceived transaction value on behavioral intentions is mediated by perceived acquisition value. The perceived transaction value could enha nce consumers perceived acquisition value if the internal reference prices (the mental price scale by which a buyer judges the fairness of an actual price) are greater than the selling price. The likelihood that the buyer intends to purchase the product is positively related to overall perceptions of value. Their findings also reaffirmed the common belief that perceived quality is an important part of the value equation. Zeithaml (1988) developed a means-end model, which specified quality and value not differentiated from one another. Quality can be defined as a consumers judgment about a product or service. Zeithaml (1988) found that perceived value is defined as the consumers overall assessment of the utility of a product according to perceptions of what is received and what is given. The study stated that perceived customer value can be captured in one overall definition: value is low price, value is whatever one wants in a product, value is the quality that the consumer receives for the price paid, and value is what the consumer gets (quality) for what they give (price) respectively. The moderating variables of perceived value in this model include perceived sacrificed, the effort required to purchase, extrinsic and intrinsic attributes, and high-level abstractions. The perceived sacrificed include elements of perceived monetary price and perceived non-monetary price. Perceived monetary price is the price of a product as encoded by the consumer. Meanwhile the perceived non-monetary price is defined as the price of obtaining a product that includes the time and effort used to search for it. Both intrinsic attributes (how the product/service makes you feel) and extrinsic attributes (the reputation of the product/service) are positively related to perceived quality, while perceived monetary price is affected by objective price (actual price paid) and negatively related to the perceived quality. The result showed consumers perceptions of quality, price and value are interrelated and it will influence the willingness to purchase. In 1990, Monroe developed a framework and suggested a ratio specification, which implied that the perceived value is judged to be quality at unit price in a consumers mind. This is the outcome of the trade off between perceived benefit and perceived sacrifice. The ratio specification is defined as: Perceived value = Perceived benefit / Perceived price sacrificed The equation above, identify that perceived value, perceived benefits are positively related, and perceived price sacrificed is negatively related to perceived value. The relationship between actual price and perceived quality are positively related and negatively linked with perceived price sacrificed. The concept developed by Monroe, stated that buyers perceptions of value represents a tradeoff between the quality and benefits, they perceive in the product relative to the sacrifice they perceive by paying the price. One can reduce a products perceived monetary sacrifice by offering a price reduction on the product. Therefore, by keeping the benefits received by consumers constant, different ways of communicating promotion will lead to a purchase decision. According to Grewal et al. (1998b), integrative framework identify price, product brand and store name could influence buyers perceptions of quality, and extend to their perceived value. They identified that price discounts are likely to have a negative influence on perceptions of quality. If a consumer purchases a discounted product, they often attribute the fact that it was on discount because of poor quality, which is similar to the finding of other scholars (Blattberg and Neslin, 1990:pp.30-100). They suggested that internal reference price is influenced by price discounts, brands perceived quality and brand name. In addition, their finding supports the conclusion of other scholars that the essential components of the formation of the value perception included price, promotion and quality perception. Indeed, they also suggested the perceived quality be positively related with value perceptions. As a result, purchase intention is positively associated with perceived value as the p urchase intentions is an antecedent of the consequent purchase. Alford and Engelland (2000) applied the social judgment theory to develop the concept of value perception. Their main finding suggested that the variables influencing the formation of consumers internal reference prices be consumer perceived value and search intention. Consumer internal reference price formation is influenced by the advertised sales price (Alford and Ellgelland, 2000). They illustrated that the comparison between the advertised sales price and internal reference price is to attract consumer attention and enhance consumers value perception as well. Consumers define internal reference price as a fair price, the expected average market price, the average of recent purchase price, or the lowest acceptable price. In this sense, it would be more reasonable to view it as a range of prices. In their framework, the price range is appropriately associated with the social judgment theory developed by Sherif et al. (1973), which suggested that individuals develop latitudes of ac ceptance, rejection and non-commitment as a guideline for value evaluation. Moreover, they also realized that consumers would perceive a smaller degree of benefits of search when exposed to a plausible advertised reference price as opposed to an implausible advertised reference price. This implies that the level of purchase intention would be higher for the appropriate promotion employed. Among the studies mentioned above, only Thalers transaction utility theory (1985) and framework of Grewal et al. (1998a) have segregated the perception into two dimensions acquisition value and transaction value and defined both dimensions are inter-related. Nonetheless, most of the scholars (Zeithaml, 1988; Monroe, 1990; Grewal et al., 1998b) concept does not identify the value as two dimensions acquisition value and transaction value. The findings from previous studies suggested that perceived value is a function of perceived quality and perceived price. That is, value increases monotonically (and positively) Impact of Advertising Campaigns on Consumer Behaviour Impact of Advertising Campaigns on Consumer Behaviour Chapter.1 Introduction 1.1 Introduction and Background The hypermarket plays an important role in Asian countries, such as South Korea, China, Thailand, and Taiwan, the numbers of hypermarkets are rising because of the dense population. Nowadays, Taiwan has experienced rapid economic expansion and a notable increase in consuming capacity. With an increasing demand for better products and services, the concept of using modern retail channels such as convenience stores and hypermarkets for daily purchases of household necessities has been adapted widely by consumers. In a survey of the role of hypermarkets in Taiwanese peoples daily lives quoted by Taiwan Today (2009) from Chinese-language China Times founded that over than eighty-four percent of 1,870 participants said they had shopped at a hypermarket. Obviously, the hypermarket became the main store format for Taiwanese people when they purchased household necessities and foods. According to Nielsen Company (2009) market research conducted in 2006, Taiwan had the second highest density of hypermarkets in Asia region. In this survey, they pointed out the population in Taiwan around 23 million and each hypermarket serves around 210,000 people. They also founded that Taiwan is significantly more developed than other Asias countries, with 90 percent of grocery sales going through the modern trade. Therefore, retailing industry became competitively so retailers must put effort into increasing various products, better service or developing various sales promotions in order to tempt customers, and the results of the poll reveal that which strategies are effective. As Dibb et al. pointed out the role of promotion in a company is to communicate with customers, with the aim of directly or indirectly facilitating exchange by informing and persuading one or more audiences to accept the companys products (Dibb et al., 2006: p.511). In addition, the resource in a company is not infinite therefore company should maximum the efficiency of resource and focus on useful marketing strategies. For that reason, we understand the promotion became a crucial issue for company which want to utilize the tools to increase communicate with customers then incentive customers purchase companys product. Meanwhile, by providing good services and products surpass customer expectation then get higher custom er satisfaction. Finally, the company can keep higher customer retention and earn more profit. This research takes Carrefour for example and discusses the effectiveness of sales promotion operations for Carrefour. Besides, this research tries to understand how promotion campaigns to impact customer relationships and behaviours and how to use sales promotion to help company get more revenue and keep high customer retention. 1.2 Aims and Objectives Aims In the past, the manufacturers and retailers focus on how product more products and how to use the marketing strategies to sell the products, they also stand on supply-based side to sell products. However, in the twenty first century, the domestic and global competition is increasingly intense; the marketplace provides more options to the customers, and the whole value chain of retailing had already became the customer orientated situation and retailers seek for best ways to increase the profit. Objectives The purpose of this research is aimed at examine the effects of sales promotion and marketing strategy on consumers behaviours. Let the stores to understand the customers needs by distinguishing the effectiveness of individual sales promotion, then provides the new marketing strategy for fit in with the market. Therefore, there are four objectives in this study: 1) Identify the effects of individual sales promotion tools on perceived values. 2) Find out the impact of different sales promotion tools on consumer purchase intention. 3) Find out whether there is a positive correlation between sales promotion and purchasing intention. 4) Identify the demographic of consumers and behaviour response. 1.3 Research Structure This research includes five chapters, and the outline of each chapter is as follows: Chapter one introduces the research background, research aims and objectives, and research structure. Chapter two reviews the existing literature relevant to this research. It consists of definition of hypermarket, sales promotion, consumer behaviour. Chapter three illustrates the experiment design, data collection, sample selection, measurement, and pre-test. Chapter four tests the hypotheses and shows the statistical results of the research. The data analysis methods contain Reliability Analysis, Factor Analysis, ANOVA, Independent-Sample T Test, and Simple Regression. Thus some findings could be explained through this information. Chapter five discusses the results and implications of the study, describes limitations, and provides suggestions for future research. The research flow is as follows: Chapter 2. Review of the Literature Introduction There exist numerous theories about how an individual consumer perceives the values of products based on several elements. In this chapter, an extensive review of literature is to be presented. Basically, three sections are included in this chapter. The first section discusses the definition of Hypermarket. In the second section, the definition and classification of sales promotion are to be provided. Then, the third section reviews the theories of consumer buying behavior. 2.1. Hypermarket 2.1.1 Definition of hypermarket According to URPI (1988), the hypermarket is an extension of the supermarket. Normally, the average supermarket covers up to 2500 m, a superstore is between 2500 and 5000 m and the hypermarket is anything over 5000 m in business size. It offers variety of choices and depth of range but usually centers mainly around groceries. Kitchen and Proctor (2001) found that, hypermarket usually over 50000 square feet, typically on one level and selling a wide range of food and non-foods products. Moreover, hypermarkets are usually built on the edge of town or near retail parks. A number of definitions have been coined for a hypermarket. The most widely used definition of a hypermarket is a large commercial establishment which comprises of departmental stores and supermarket which offer a wide range of grocery and a chain of merchandise goods at discounted prices. 2.1.2 Hypermarket in Taiwan 2.1.2.1 History In Taiwan, the hypermarket has developed for 20 years. The first hypermarket called Makro, which were introduced to Taiwan in 1989. At same time, the French company Carrefour established a joint-venture with President Group in Taiwan. Furthermore, local brands such as Geant and RT-MART and international brands like Costco quickly join hypermarket industry. They provide with a variety of commodity and low price. At that time, Makro quickly became the biggest retail sales system in market, and set a new customer shopping trend in Taiwan. Those are self-service, low price, and get all you need in one store. Meanwhile, during 90s Taiwans government comprehensively pushed commercial and service industry development, and eagerly anticipated the industry to become prosperity, globalization, internationalization and alliance. In last twenty years, hypermarkets dramatically grew under the government policy guidance. 2.1.2.2 Current situation Recently, hypermarkets in Taiwan became already the main places that the consumers purchase household necessities for daily lives. In spite of during the global recession, the leading-brand hypermarkets still to expand their new stores every year. In Taiwan, There are 106 hypermarkets at the end of the year 2008. Table 1 shows that the largest chain of hypermarkets is Carrefour (58 stores), followed by RT-MART (24 stores) and Geant (14 stores). It is clearly that the variations and competitions between the hypermarkets in Taiwan are very fiercely. Therefore, hypermarket should find other marketing strategies to keep their market share and profit. Table.1 Source: Collected by different hypermarkets official website in Taiwan 2. 2 Sales Promotion 2.2.1 Definition of Sales Promotion The word promotion originates from a Latin word meaning to move forward. Later, the meaning has been narrowed with reference communication undertaken to convince others to accept ideas, concepts or things. Many previous studies and researches have defined of sales promotion. Each definition has its own elaboration according to the promotional methods applied. Hence, the techniques of sales promotion are diverse and widely used. Strang (1976) had given a more simplistic definition on sales promotion where they are short-term incentives to encourage purchase or sales of a product or service. Twenty years later, Kotler and Armstrong (1996: pp.200-250) reemphasized that sales promotion consists of short-term incentives to encourage purchase or sales of a product or service. Sales promotions include a wide variety of promotion tools such as coupons, contests, cents off deals, and others are designed to stimulate earlier or stronger market response and this includes consumer promotion, trade promotion and sales force promotion. They also defined sales promotions as invite and reward quick response from consumers whereas advertising and personal selling offer reasons to buy a product or service. Later, McDonald and Christopher (2003: pp.120-140) noted that sales promotion is not a face-to-face activity concerned with the promotion of sales. Sales promotion can be an activity for saving problem designed to stimulat e customers to behave more in line with the economic interests of the company, and bring forward their decisions to buy. The design of promotion is to increase sales of product or service by encouraging consumers to try and even purchase the product. This activity provides incentives to consumer within specific time in order to help them make decision on a variety of commodities available in the market. Brassington and Pettitt (2006:pp727) also concluded that sales promotion covered a wide variety of objectives, all of which fall into three broad categories as show in Figure 1. : communication, incentive and invitation. Figure 1 Sales Promotion objectives Despite sales promotion have different forms or definitions offered by several credible institutes and scholars, but all sales promotion instruments would be have the common typical objectives: 1) Encourage intermediaries do more sales efforts 2) Increase shelf space for products 3) Help intermediaries stock levels increasing 4) Get more support for in-store displays or other promotions 5) Gain access to new outlets 6) Counteract pressure from sales downturns or competitor actions 7) Improve communication with, or education of, intermediaries For every marketers or producers, it is essentially important for them to understand, which promotion techniques can attract and induce consumers to purchase their products respectively. In order to create better analysis of the effects of promotions, some researchers classify the sales promotion into different framing forms. Campbell and Diamond (1990) classified the sales promotion into two main types, monetary promotion and non-monetary promotion. Monetary promotions are inducement activities made through the price mechanism and comparable with product selling price such as discount and coupons. On the other hand, non-monetary promotions are inducement activities that exclude pricing element and not comparable with product selling price, i.e., free gift or premiums. Their study concluded that non-monetary promotions are theorized to be considered as gains while monetary promotions are viewed as reduced losses in terms of value perception. Experimental results showed that monetary promotions have smaller but noticeable differences than nonmonetary promotions in value. However, non-monetary promotions had broader latitudes of acceptance than monetary promotions. Because of their relatively small noticeable difference, monetary promotions may be particularly effective for transactions with limited amount of money involved. Meanwhile non-monetary promotions, which have broader latitude of acceptance, would be better for transactions that are more expensive. No matter how the sales promotion is classified, there are several ways of hypothesizing whether a particular promotion will be considered as a gain or a reduced loss in value perception. One of Thalers (1985) assumptions was that the physical or temporal separation of a rebate (monetary promotion) check from the price quotation leads to the consideration of the rebate as a gain, but he did not test that hypothesis. Price-off promotions, a monetary promotion tool, are most likely to be viewed as reduced losses in value perception and non-monetary promotions, are most likely to be framed as gains in value perception (Sawyer and Dickson, 1984). Most analytical and econometric models of sales promotions simply assume that monetary savings are the only benefit motivating consumers to respond to sales promotions (Blattberg and Neslin,1990: pp.30-100). Therefore, the determination of value perception of gains or reduced losses is depending upon which form of sales promotion would produce t he most happiness for the subject (McDonald and Christopher, 2003). 2.2.2 Sales Promotion Activities Money-off Money-off are the most recognized use of sales promotions. Money-off offers are usually designed as short-term expedient but some brands appear to run one price reduction after another, creating clear impression and expectation in peoples mind. Bonus packs Bonus packs include an extra quantity of product in the pack for no extra price increase. Banded packs These are multi-packs of the same product, or more than one product, banded together for inclusive price. Couponing Coupons are extensively used in a variety if forms and are associated with other elements of sales promotions such as money-off offers and contests. Premiums Premiums are merchandise items or services. They include free goods and services such as a free extra item of the product being purchased, a free item of some other product or free service such as entry into a leisure park. Sampling Standard or trial-sized samples of the brand are provided free or at a reduced price to encourage trial. Contests Competitions of a variety of forms are a popular sales promotional tool. Contests encourage individual customer rivals others for prizes according to their analytical or creative skills. Sweepstake Sweepstake is a method of stimulating sales in which consumer submit their names for inclusion in a draw for prizes. Sweepstakes are usually used to stimulate sales contests, and sometimes sweepstakes will combine with other sales promotion tools. Tie-in sales promotions Tie-in sales are where multiple products are involved in sales promotions. The products may be from the same company or different companies. Merchandising/ point- of sale displays/ demonstrations Those promotions are anything that entices customers to buy or take action through display and atmospherics. It includes window displays, shelf and aisle displays, the use of video, and other appeals to any of the five senses. Frequent user incentives Frequent user incentives to reward customers who take part in repeat purchases. Basically, frequent user incentives include loyalty card and trading stamps. The loyalty provides discounts or free merchandise to regular customers. Information leaflets/ packs and catalogues The primary purpose of those trade items is to be informative in explaining the range products available, and give pricing and ordering procedures. 2.3 Customer behaviour 2.3.1 Theory of Consumer Buying Behavior It is very difficult to identify the causes of consumer behaviors. People make their buying decision based on many reasons. The analysis of consumer behaviors as those acts of individual directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine the acts. People make buying decision based on different factors. Knowledge of consumer behavior is a vital input to sales promotion activities (Blackwell et al., 2001). Between 1950 and 1960, the field of economics was the main contributor in explaining consumer behavior and economists were the first to propose a formal theory of consumer behavior (Karin, 2003). However, marketers only borrowed rather indiscriminately from social psychology, sociology or any other fields of inquiry that might relate to consumer behavior in some way. One of the outstanding models underlies the consumer behavior, Stimulus response model (Bagozzi, 1986), has been widely applied by marketing managers. According to Teunter (2002), most marketing managers find the economic model particularly lacking in its ability to suggest specific actions for influencing consumption or for anticipating specific demands of consumers (unless resulting from price actions). Most marketers or producers need guidelines that will indicate how their actions, especially the marketing mix, might actually influence consumers perception and in turn purchasing behaviors. In the stimulus-response model (Fig. 2) suggests that marketing and other stimuli enter the consumers black box and produce certain responses (Bagozzi, 1986). Hence, the challenge for marketers is to find out how the responses are generated in the black box. Notice that the marketing mix variables are not the only stimuli producing responses on the consumers but also external environmental fact ors. The stimulus-response approach is quite appealing because marketers can discover the reactions of consumers to sales promotion stimuli. Under this approach, people are represented as being buffeted by stimuli rather than freely discovering their needs and choosing among alternatives. Stimulus Buyer Black Box Consumer Response Marketing Mix Psychological Variables Reactions Product Purchase Price Activities Place Consumption Promotion Patterns External Environmental Economic, Technological, Political, Cultural Fig. 2. Stimulus-Response Model Source: Bagozzi, 1986. The central idea of the stimuli-response model is to employ marketing stimuli to influence perceived value as they affect buyer decision and intention to purchase. Sales promotion is one of the elements of marketing stimuli, this model could be very useful in explaining how and why sales promotions affect consumer behaviors through the perceived value. Usually consumers make purchase decision toward which they have a positive attitude, and avoid those, which they have, negative perception. Therefore, to make better prediction about consumers behaviors will need a better understanding about the formation of consumers perceived values (Teunter, 2002). Consumer value is very important to marketers (Fredericks and Salter,1995; Vantrappen, 1992), especially under the fierce competition in newmillennium. The concept of perceived value has recently gained its importance in the business environment as it could affect consumer behaviors, and therefore it helps provide the basis for building strategies for the marketers/producers to gain a better competitive position in a market. However, despite its strategic importance for marketing, perceived value did not receive enough investigation in the literature in agribusiness. Although the conceptualization of perceived value launched in the late 1970s, researchers just begin to give reasonable attention to its operationalization (Sweeney et al., 1997). Given the previous studies, perceived benefits, perceived price, monetary price, psychological price, and behavioral price are all associated with conceptualization of perceived value. Hence, the concept of perceived value is a multi-dimensional (Kotler and Armstrong, 1996). Studying the perceived value has become quite popular recently. There are several conceptual models on perceived value, and basically they can be grouped into two categories according to the different conceptual values. First category consists of transaction utility theory and concept theory of Grewal et al. (1998a), where they define the perceived value as two dimensions-transaction value and acquisition value. Meanwhile the second category only reviews the perceived value as a whole unit without clearly segregating the value into transaction value and acquisition value. Transaction utility theory was developed by Thaler (1985) it focuses on how people build mental code combinations of events that are assumed to make themselves as happy as possible. This principle is used to explain consumers purchase behaviors related to their preferences and the evaluation of transactions involves the acquisition utility and the transaction utility. Conceptually, the acquisition utility is a measu re of the value of the goods relative to its price, which is similar to the economic concept of consumer surplus. Transaction utility is defined as the difference between the amount paid and the internal reference price for the goods that the consumer expects to pay for. This theory leads to the evaluation of consumers tangible gains to their losses when they are offered with promotion, then the perceptions of value and purchase intention would be formed. During the purchase evaluation stage, consumer will makes the purchase decision based on the maximum perceived value or utility received from individual promotions. Thaler (1985), argues powerfully that promotions may frame as gains or losses in the value assessment. The transaction utility theory already becomes a fundamental base for many researches on the psychology of persuasion (Lichtenstein and Bearder, 1989). Grewal et al. (1998a) focused on the perceived product value and customers choice behaviors in the pre-purchase phase. They have successfully identified the value into two aspects, perceived acquisition value and perceived transaction value. Perceived acquisition value is the perceived net gains associated with the products or services acquired. That is, the perceived acquisition value of a product will be positively influenced by the benefits they are getting from acquiring and using the product. However, it will be negatively influenced by the amount of money given up to acquire the product, i.e., the sales price. On the other hand, the perceived transaction value is the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal. In addition, they discovered that the influence of perceived transaction value on behavioral intentions is mediated by perceived acquisition value. The perceived transaction value could enha nce consumers perceived acquisition value if the internal reference prices (the mental price scale by which a buyer judges the fairness of an actual price) are greater than the selling price. The likelihood that the buyer intends to purchase the product is positively related to overall perceptions of value. Their findings also reaffirmed the common belief that perceived quality is an important part of the value equation. Zeithaml (1988) developed a means-end model, which specified quality and value not differentiated from one another. Quality can be defined as a consumers judgment about a product or service. Zeithaml (1988) found that perceived value is defined as the consumers overall assessment of the utility of a product according to perceptions of what is received and what is given. The study stated that perceived customer value can be captured in one overall definition: value is low price, value is whatever one wants in a product, value is the quality that the consumer receives for the price paid, and value is what the consumer gets (quality) for what they give (price) respectively. The moderating variables of perceived value in this model include perceived sacrificed, the effort required to purchase, extrinsic and intrinsic attributes, and high-level abstractions. The perceived sacrificed include elements of perceived monetary price and perceived non-monetary price. Perceived monetary price is the price of a product as encoded by the consumer. Meanwhile the perceived non-monetary price is defined as the price of obtaining a product that includes the time and effort used to search for it. Both intrinsic attributes (how the product/service makes you feel) and extrinsic attributes (the reputation of the product/service) are positively related to perceived quality, while perceived monetary price is affected by objective price (actual price paid) and negatively related to the perceived quality. The result showed consumers perceptions of quality, price and value are interrelated and it will influence the willingness to purchase. In 1990, Monroe developed a framework and suggested a ratio specification, which implied that the perceived value is judged to be quality at unit price in a consumers mind. This is the outcome of the trade off between perceived benefit and perceived sacrifice. The ratio specification is defined as: Perceived value = Perceived benefit / Perceived price sacrificed The equation above, identify that perceived value, perceived benefits are positively related, and perceived price sacrificed is negatively related to perceived value. The relationship between actual price and perceived quality are positively related and negatively linked with perceived price sacrificed. The concept developed by Monroe, stated that buyers perceptions of value represents a tradeoff between the quality and benefits, they perceive in the product relative to the sacrifice they perceive by paying the price. One can reduce a products perceived monetary sacrifice by offering a price reduction on the product. Therefore, by keeping the benefits received by consumers constant, different ways of communicating promotion will lead to a purchase decision. According to Grewal et al. (1998b), integrative framework identify price, product brand and store name could influence buyers perceptions of quality, and extend to their perceived value. They identified that price discounts are likely to have a negative influence on perceptions of quality. If a consumer purchases a discounted product, they often attribute the fact that it was on discount because of poor quality, which is similar to the finding of other scholars (Blattberg and Neslin, 1990:pp.30-100). They suggested that internal reference price is influenced by price discounts, brands perceived quality and brand name. In addition, their finding supports the conclusion of other scholars that the essential components of the formation of the value perception included price, promotion and quality perception. Indeed, they also suggested the perceived quality be positively related with value perceptions. As a result, purchase intention is positively associated with perceived value as the p urchase intentions is an antecedent of the consequent purchase. Alford and Engelland (2000) applied the social judgment theory to develop the concept of value perception. Their main finding suggested that the variables influencing the formation of consumers internal reference prices be consumer perceived value and search intention. Consumer internal reference price formation is influenced by the advertised sales price (Alford and Ellgelland, 2000). They illustrated that the comparison between the advertised sales price and internal reference price is to attract consumer attention and enhance consumers value perception as well. Consumers define internal reference price as a fair price, the expected average market price, the average of recent purchase price, or the lowest acceptable price. In this sense, it would be more reasonable to view it as a range of prices. In their framework, the price range is appropriately associated with the social judgment theory developed by Sherif et al. (1973), which suggested that individuals develop latitudes of ac ceptance, rejection and non-commitment as a guideline for value evaluation. Moreover, they also realized that consumers would perceive a smaller degree of benefits of search when exposed to a plausible advertised reference price as opposed to an implausible advertised reference price. This implies that the level of purchase intention would be higher for the appropriate promotion employed. Among the studies mentioned above, only Thalers transaction utility theory (1985) and framework of Grewal et al. (1998a) have segregated the perception into two dimensions acquisition value and transaction value and defined both dimensions are inter-related. Nonetheless, most of the scholars (Zeithaml, 1988; Monroe, 1990; Grewal et al., 1998b) concept does not identify the value as two dimensions acquisition value and transaction value. The findings from previous studies suggested that perceived value is a function of perceived quality and perceived price. That is, value increases monotonically (and positively)