Doritos Super Bowl Commercial Campaign Essay Example | Topics and Well Written Essays - 1500 words

Doritos Super Bowl Commercial Campaign - Essay Example The Doritos’ Super Bowl campaign gives insights on what innovative organizations can do to make their marketing more effective and capture the attention of consumers in the market. Designed by Frito-Lay, the campaign is an online competition run annually, which gives consumers the chance to create their Doritos advertisements and the best aired in the Super Bowl. The contest is the largest online video competition globally, and undoubtedly, one of the most successful in its caliber according to last year’s YouTube impressions. Owing to the fact that the results justify the means used, it is evident that Doritos’ marketing techniques are the cause of this profound success, some of which are analyzed in this paper. The context of participatory marketing in Doritos Chief marketing Officer at Frito-Lay, Ann Mukherjee clearly postulates that participatory marketing is the future of contemporary marketing. She notes that the success behind the idea of Super Bowl lies w ithin the recognition of the upcoming branding trends, where the consumers are actively involved in the branding process by the company. As a key strategy, Frito Lay recognizes the great impact that active participation contributes to modern marketing, attributing to the fact that people are not just passive recipients of information, but active contributors in the production and distribution of brands and their contents in their various kinds (Boone, and Kurtz 56). The campaign relays useful techniques that underlie consumer-generated content advertising, which makes the consumers virtually own the brands and remain loyal to the brands that they have helped to build and this fact has continually improved the sales of the company. From the graph and table below, the introduction of the Crush Super Bowl contest in January 2012 had a tremendous effect on the sales in that month. In this respect, participatory marketing strategies are very effective and according to Doritos, an immedia te effect on the popularity of the brands. The period that preceded the ad contest also experienced customer response due to the anticipation that the advertisements of the contest had on the consumers. The data showing the percentage increase in sales due to the 2012 contest is shown below. Time 26th Dec 2011 26th Jan 2012 29th Feb. 2012 28th Mar 2012 Percentage increase 6.2 % 7.9 % 5.8 % 5.2 % Consumer inclusive approaches to marketing, according to research prove the most lucrative and successful of trends, making it an irresistible package for modern marketers. In perspective, the success of the campaign is often attributed to the way in which Frito-Lay tracks and evaluates performance of the competition. Since the launch of the campaign, Frito-Lay has continued to test the media value of the competition, online pass-along measures as well as the brand equity. (Hines, and Bruce 44) further recommends the growth of the above measures with time to correspond with the market condit ions and continued changes in tastes and preferences of the consumers. Trusting consumers of information In addition, Frito-Lay works on the principle that the consumer is the best source of information on what the market needs (Tadajewski and Brownlie 92). The campaign has achieved much since its inception because Frito-Lay trusts their consumers. Although most marketers have

Nation Branding Dissertation Example | Topics and Well Written Essays - 10000 words

Nation Branding - Dissertation Example A nation is a large group of people that speak the same language and has the same race. A country is different than the nation, a country is a space that is inhabited by the nation or part of it i.e. the nation’s population may be bigger and reside in other countries as well. There is a difference between nation brand/image and country image. There are various terms in the literature i.e. terms that are product related, national level and cultural focus. The image of product country related to the product brand. The nation brand deals with the nation and the product-country image is part of the country image.(Kleppe, 2002). Nation branding is both theory and practice. Its basic goal is to measure, create and at the same time the reputation of the various countries. It is very strongly related to place branding although it is not the same. Place branding entails nation branding, city and region branding. Simon Anholt is the creator of the term â€Å"place branding†, he first used it in 2002 although the term can be seen in the works of other authors like Philip Kotler etc. It refers to any tourist place or a city and a country and to the competition that the particular place faces for tourists as well as another resource. It is part of Public Relations and it is actually a strategic part of it since it supports the view that a change in the public image is ongoing and it requires a strategic plan whereas the change of logo or slogan is not good enough. Place and nation branding are based on the basics of brand management. Brand management is actually a number of marketing tools for products, product lines or brands. Its main purpose is to increase the value of the products as it is perceived by the customer. In Marketing, the brand is considered as a promise to the customer, a promise of quality so that the customers will continue to purchase the product in the future. It is believed that a strong brand can increase sales and the producer can charge a higher price. Nation branding borrows certain principles from brand management. The difference is that these principles are not applied in products but in countries. The goal is to create and protect the country's international reputations. The image of the country is important in order to be successful worldwide. In many cases the image of the country is more important than the products that the country sells. Many countries practice Nation branding. Even the poorer countries are interested in it since it is believed that it can create better and more favorable conditions for commerce, tourism, foreign investment and political relations with other countries. Many countries are also interested in talent attraction i.e. attracting high qualified students. In addition to these, Temporal (http:// www.asia-inc.com/index.phparticleID=2083) suggests that nation branding "

Pride and Prejudice by Jane Austin Essay Example for Free

Pride and Prejudice by Jane Austin Essay Contrast and compare the two marriage proposals made to Elizabeth Bennet in the novel: Mr Collins proposal to Elizabeth and Darcys proposal to Elizabeth Jane Austen lived in a mercenary world and this is reflected in her novel. In Pride and Prejudice no secret is made of the need to marry for money. Jane Austen reflects different types of marriage in her novel. There is mercenary marriage, brought about solely for economic reasons. Such would have been the marriage between Mr Collins and Elizabeth. Mr Collins proposal was fuelled by his own economic motives, desire to please the aristocratic Lady Catherine and by Mrs Bennets economic fears that Elizabeth will inherit little money when her father dies: not real feelings or any aspect of love. Contrasting this is the ideal marriage. Marriages rationally founded, based on, excellent understanding, and, general similarity of feeling and taste, (Chapter 55) Such is the marriage between Darcy and Elizabeth. Although Elizabeth refused Darcys first proposal, it was ultimately made because of true emotional feelings, respect and admiration for Elizabeth. The main reason for Mr Collins selection of a wife in Elizabeth is economic convenience. Her farthers house is entailed to him. By marrying Mr Collins, Elizabeths family will not be left without a home. Many aspects of Mr Collinss proposal reflect his lack of feeling. The first being how the proposal comes about. He comes to Hertfordshire, with the design of selecting a wife, and he ironically feels that his choosing one from Longbourn was, disinterested on his own part, due to the estate being entailed to him. Any lady form Longbourn will suffice. Elizabeth was not even his first choice, but Jane was believed to be soon united with Mr Bingley. He admits to Elizabeth that the house is a motive for his choice, proving that his proposal is dominated by economic convenience not love. His proposal was far from a spontaneous act of love. It was planned and his choice designed with Mrs Bennet. Elizabeth was clearly aware of his intentions, and tries desperately to avoid being put in a position where they can come out. However once forced to by her mother, Elizabeth wishes  to, get it over as soon and quietly as possible. Elizabeth obviously does not have feelings for Mr Collins and takes no pleasure in his proposal. There is a sense that Mr Collins talking through a set of words throughout his proposal. He addresses Mrs Bennet with great formality, it gives a sense that he has pre-designed his address to her. Mr Collins is following the rules, saying what he is supposed to say; not what he feels. His whole proposal to Elizabeth gives a sense of an order of service, with a script that could be applied to any character. The speech is very impersonal. Mr Collins talks of, young ladies, your sex. There is exceedingly little mention of Elizabeths character or Mr Collinss admiration for it. It feels as though Mr Collins could apply his speech to anybody, and later does with Charlotte. The content of Mr Collinss dialogue throughout his proposal is very explicit in its lack of feeling. He begins by stating his reasons for marriage. His first reason it that he feels he should, Sick Equation the example of matrimony. he believes marriage will add to his happiness, and Lady Catherine told him, Mr Collins, you must marry. A clergyman like you must marry. Mr Collins wants a good little wife to use as a tool to improve his public image. He talks of how a marriage will please him. He does not talk bout how the union between him and Elizabeth will bring him great happiness. It does not matter who his bride is, as all he wants is a wife, to improve his status and please Lady Catherine; he does not have to have feelings for her. It could be said that Mr Collinss greatest incentive to marry is to please Lady Catherine. He is being forced into a proposal by another woman, not true feelings. Although there is a mention of his feelings, Mr Collins talks of how, the violence,; of his affections would overlook the downside to marrying Elizabeth . Not how violently he respects and admires her. Darcys proposal is a complete contrast in its emotional conflict. The whole proposal is much more dynamic and there are clearly strong emotions and feelings involved. Darcy immediately tells Elizabeth he loves her. Wards are used such as, and agitated manner, the color rose, became pale with anger, painfully greater, these clearly demonstrate dynamic, strong feelings. They illustrate the greater depth of feeling felt throughout  Darcys proposal than in that of Mr Collins. Mr Collins proposal was mainly fueled by the great convenience in Elizabeth marrying Mr Collins. However Darcys proposal is very far from convenient. Although technically in the same class, Darcy is viewed to be much above Elizabeth in society and a marriage between them would not be viewed as idea. Mr Collins is following the rules in his proposal; talking to Mrs Bennet, saying what he is supposed to and attempting to please Lady Catherine. In contrast Darcy is compelled by his feelings to break the rules, by not doing what society expects of him. Mr Collins proposal was greatly fueled by Lady Catherine and his desire to improve his standing in society. However Darcy is fueled by his feelings to go against society and potentially decrease his social standing. Darcys true love for Elizabeth overcomes all the sociable reasons for not marrying E. Darcy is a very strong character, however he struggled, in vain, to overcome his feelings. Darcys feelings managed to overcome him. Showing their strength and power. Their proposals act as a great insight into the character of Mr Collins and Darcy. Mr Collins proposal greatly shows what is important to him. The thing of greatest importance to him, seems to be money and connections. His public persona is very important, he was to marry to improve it and please Lady Catherine. Mr Collins sees money and high connections with people such as Lady Catherine as reasons for happiness and why Elizabeth should marry him. He does not appear to realize that not everyone is as materialistic as him. Mr Collins is driven into his proposal by economic reasons and Lady Catherine, which seem more important to him than love. The importance of high standing people such as Lady Catherine to Mr Collins is also very apparent in his proposal. He is clearly obsessed by her high social status. He wants to marry because Lady Catherine tells him, A clergyman like you must marry. He allows her to choose what type of woman he should marry, a woman, active and useful, not brought up high, but able to make a small income go a good way. Lady Catherine tells Mr Collins to choose a woman with these characters, not just for Mr Collins sake but for her own. Mr Collins allows another womans wishes to dominate his choice in  a wife. Perhaps Lady Catherines feelings are more important to him than his own or his potential wife. One of the greatest things Mr Collins can offer seems to be Lady Catherine. He says to Elizabeth, I do not reckon the notice and kindness of Lady Catherine as among the least of the advantages in my power to offer. This again demonstrates Mr Collins lack of recognition of the fact that not every one feels high connection and money to be the greatest importance in life. As well as money and connections Mr Collins believes Lady Catherine to be more important than love. Mr Collins personality traits are also portrayed very well in his proposals. He is unmoved by Elizabeths refusal and continually refuses to accept it. His first reaction is to dismiss the refusal, with a formal wave of the hand. He believes, it is usual with young ladies to reject the addresses of the man whom they secretly mean to accept. He then goes on to say, ; give me leave to flatter myself,; theat he believes Elizabeths refusal, is merely words of course. he clearly has an extremely high opinions and an over confidence in himself and his situation in life; he simply cannot believe why anyone would not wish to be a part of that. Despite great efforts from Elizabeth to convince him otherwise, Mr Collins still leaves his encounter iwth Elizabeth, believing, his proposals will not fail of being acceptable.; it is greatly apparent that Mr Collins is too conceited to accept Elizabeths strong refusal. He is deluded enough to believe himself and Lady Catherine as irresistible to Elizabeth, and will not believe it when she manages to revisit them. He goes as far as too view the refusal as encouragement. There are further aspects of his proposal exposing Mr Collins character. He explains his second reason for marrying as being to add very greatly to my happiness. This add to the partial of him as selfish and self obsessed. He does not make any secret of his motives for marrying as being Lady Catherine and the convenience of a marriage between him and a lady from Longbourn. He is again too deluded to see that saying this would not impress Elizabeth and says, I flatter myself it will not sink me in your esteem. There is a sense that he has such a high opinion of himself, he feels that it does not matter what he says, Elizabeth will want to marry him. He is even deluded  enough to believe Elizabeth should be grateful for his proposal he speaks to Elizabeth with great contempt and fails to realize that this may displease her; not encourage her to marry him. He tells Elizabeth that her, with and vivacity, will be, tempered with the silence and respect which her rank will inevitably excite, when talking about Lady Cather. Implying that Elizabeth should be extremely intimidated by someone such as Lady Cather. He later goes on to denigrate Elizabeth by telling her, Your portion is unhappily so small that it will in all likelihood undo the effects of your loveliness and amiable qualifications.; he is clearly too deluded and foolish to realize insults are not the way to a womans heart. Much of Darcy character is also revealed in his proposal. He is clearly not used to feeling the way that he feels. He first, sat down for a few moments, then walked about the room. He is seemingly unaware of how to deal with this situation. He came toward Elizabeth, in an agitated manner. Darcy is far form his usual character of cool composure. He has clearly been moved by visible feelings; unlike Mr Collins. Darcy shows that money and status are important to him as well. He says, In vain I have struggled; and in spite of all his endeavors,; Darcy cannot overcome his feelings and must express them to E. Unlike Mr Collins Darcy talks of his great affections for Elizabeth. However just as Mr Collins Darcy also talks of money and connections. His speech is described as being, not more eloquent on the subject of tenderness than of pride.; although money and status are undoubtedly very important to Darcy, unlike Mr Collins, he proves that love and happiness are more important to him. Darcy is portrayed as being very honest. He gives Elizabeth the full story of his affections; the good and the bad. He makes not attempt to deny his actions in trying to separate Mr Bingly from Elizabeths sister, even though he must be aware that it will damage Elizabeths opinion of him. The fact that Darcy is willing to give Elizabeth the full story, reflects the openness and extent of Darcys feelings for Elizabeth. Darcy is much more realistic and down to earth than Mr Collins. He is not too  deluded to realize that the insults of Elizabeths family will damage her pride and upset her. However Darcy respects Elizabeth, and feels it better to give her the full story. Darcy is not too conceited to hear Elizabeths refusal. He accepts it and is clearly moved by it. His, complexion became pale with anger, and he struggles, for the appearance of composure. He stops Elizabeth and, hastily left the room. Despite his higher status than Mr Collins, Darcy is not too self absorbed as to not believe Elizabeths rejection as being real. Darcy his giving everything to E. He gives her the full story. He shows her all his feelings; and vulnerably puts his entire self out on the line. By exposing himself so openly, he wants the great gift of love and happiness. However Mr Collins proposal in comparison is very superficial. He is not searching for lover or a joyous union between man and wife, but selfishly, and improved social standing for himself. As well as contrasts some similarities can be found between eh two proposals. Both Mr Collins and Darcy assume a positive outcome to their proposal and an acceptance of their offer. It is apparent that Mr Collins is so ceratin of acceptance, as he is os greatly conceited and believes that what he can offer will be unavoidably tempting to Elizabeth; she will not be able to refuse. However there is a sense that Darcys assumption is based on other reasons. It feels as though, Darcys feelings are so strong and have been so overpowering that he has not thought of refusal. Perhaps he feels that it would not be possible for him to feel so strongly for her, if Elizabeth did not feel the same. Although he assumes acceptance, when Darcy is faced with refusal he accepts it very quickly, unlike Mr Collins. In their proposals both Mr Collins and Darcy inflict pain on Elizabeths pride by reminding her of her vulnerable social situation. Mr Collins is willing to over look Elizabeths poor fortune. Darcy has been forced by his true love to overcome his question about Elizabeths social standing. Mr Collins sees economic reasons, his high connections, his ability to improve, Elizabeths social standing, and his opportunity to improve his social status by obtaining a wife, as reasons for marriage, not the opportunity of  love and happiness. Darcy however does not try to use his ability to improve Elizabeths economic situation as reasons for her accepting his hand. Darcy sees the questionable economic and social situation as a reason for not marrying Elizabeth . In contrast to Mr Collins he sees the potential for love and happiness as the fuel for marriage, not money. It is because of this that he is able to overcome his pride and propose. We can also obtain many aspects of Elizabeths character, from her behavior during and reaction to the two different proposals. Elizabeth is clearly very sensible. When Mr Collins presses for time alone with Elizabeth she immediately knows what is going on, and tries desperately to avoid it. Unlike maybe some of her younger sisters she is not naive, and does not simply desire for male company. Elizabeth later goes on to asset the sense of her character, by responding to Mr Collins ridiculous assumptions that Elizabeths refusals is just part of a game that many young women play, by saying, I do assure you that I am not one of those young ladies, (if such young ladies that are) who are so daring as to risk there happiness on the chance of being asked a second time. Elizabeth is clearly too sensible to play such games. She is not so stupid as to risk true love and happiness, and maybe too sensible to see how anyone could be so insensible as to do so. As well as sensible Elizabeth comes across as very civil and level headed. She does not cause a scene, does not loudly refuse Mr Collins and revoke his insults. In stead she wishes to finish the ordeal as quickly and, as quietly as possible. At first Mr Collins declaration of his love makes Elizabeth, so near laughing that she could not use the short pause he allowed in any attempt to stop him farther. this reflects Elizabeths light spirited character and good sense of humor. Despite Mr Collins constant disbelieve of the reality of Elizabeths refusal, Elizabeth still remains calm and civil. She does not appear as ill-tempered and is perhaps sensible enough to realize that becoming upset and excited will not help the situation. She attempts to blame her refusal on herself and lack of ability to please Lady Catherine. She says to Mr Collins. were your friend Lady Catherine to know me, I am persuaded she would find me in every respect ill qualified. She does not personally insult Mr Co llins, but instead attempts  to find excuse for her denying his proposal. This again reflects her civil character. It seems as though Elizabeth does not like insulting confrontations with people. She is desperate to leave her encounter with Mr Collins under good conditions. However Mr Collins continues to persist in his proposal. Despite attempts to remain civil, as Mr Collins continues to reuses the reality of her refusal Elizabeth becomes more agitated. She cries to Mr Collins, with some warmth, your puzzle me exceedingly, Elizabeth is seemingly too sensible for such foolishness and silly games; and they clearly agitate her. However instead of insults, Elizabeth reverts to her trade mark irony as she becomes more angry. It is a reflection on her good nature a strength that she remains so calm during such an infuriating ordeal. Elizabeths connection in intellect and sense with her father is revealed at the end of the proposal. Elizabeth acknowledges that she will not be able to convince Mr Collins and immediately thinks of her father. Sh knows that his character is just as sensible as her own, and unlike her mother, her father will not make her marry such an obsurd man. Many of the aspect of Elizabeths character are also revealed in Darcys proposal. As with Mr Collins Elizabeth did not want to see Md. However this is due to her dislike of his character; not even her sense could foresee this proposal. After Darcy beings his proposal, he views Elizabeths silence as, sufficient encouragement, to continue. This agin reflects Elizabeths strength of character. She is clearly recognized by Darcy as a woman with strong mind and opinions. Elizabeth was at first sorry for the pain he was to receive. This shows that Elizabeth is a compassionate character. Although she deeply dislikes Darcy; she is not so spiteful as to wish to inflict any pain on him. Elizabeth evidently feels much more emotion throughout Darcys proposals. Phrases are used such as, color rose into her cheeks, she was roused to resentments, she lost all compassion in anger. However despite heightened emotions, Elizabeth still tries to remain patients and composed. It is clear  the Elizabeth feels much more for Darcy. She is much more personal in her responses to him. She Darcy, I have never desired you good opinion. She makes no secret of her dislike for him. She informs Darcy that it is not only his proposal on which her, dislike was founded. Elizabeth is clearly very passionate about Darcy, even if she does not like him. She is insulted by him, and cannot remains so civil as with Mr Collins. She cannot brush away Darcys insults as she can with Mr Collins. This is all because she feels for Darcy and does not for Mr Collins. Elizabeth clearly cares deeply for her family, as she particularly struggles for composure, after Darcy confirms his actions causing hurt to Elizabeths sister Jane. As well as the creditable aspects of her character, Elizabeths greatest fault is also displayed. Her fault being prejudice. She bases her deep, deep dislike of Darcy, on the opinions she formed of him after their first meeting. In her final dialogue of Darcys proposal Elizabeth says, from the first moment I may almost say, of my acquaintance with you, your manners impressing me with the fullest belief of your arrogance, your conceit, and your selfish disdain. Because of this opinion Elizabeth automatically believes Wickhams story. The believe of his story, inflated Elizabeths bad opinion of Darcy, and greatly fueled her dislike. Elizabeth does not even think to consider her view of Darcy may be incorrect. She does not hesitate in firing her insults at him and shows great prejudice towards him. Elizabeth does not acknowledge the feelings of either of the men proposing to her. She knows she will not make Mr Collins happy. Elizabeth believes that after Darcy has exposed his love to Elizabeth he, can have little difficulty in overcoming it. Elizabeth appears completely ignorant to the stir she has cause in d. The reflects her modesty. She does not have an over inflated image of herself and is too sensible to feel that men should always fall in love with her. Throughout both proposals, despite being annoyed, angered and hurt, Elizabeth always tries to retains her composure. Although this is a merit to her strength of character, it could also be interpreted in a different way. Perhaps Elizabeth tries to remains calm because she cares aobut what others  think of her. She does not want to be viewed as ill-tempered or hot headed. Instead as the civil sensible character, that she is. I feel the greatest tribute to Elizabeths strength of character, is her refusal of both proposals. She proves herself to be, much wiser and much more confident than Charlotte Lucas, who accept Mr Collins proposal. Elizabeth will not just marry for convince and the safe entail of Longbourn. Elizabeth shows that she is too strong to be swayed into acceptance, by a rich husband and a lavish existence. Unlike Mr Collins, Mrs Bennet and Charlotte Lucas, Elizabeth proves that love and happiness are the most important thing to her, not economy and status; love will be the only reason why she will marry. Typically, Mrs Bennet is reflected very badly in her attempt of match making. In discussion with Mr Collins, Mrs Bennett assumes that Elizabeth will accept Mr Collins proposals. This shows that both feel money and connections are suitable reasons for accepting a marriage. The both assume that Elizabeth also views status as more important than love. Mrs Bennett does not think to consider the feelings of her daughter. She overlooks Elizabeths discomfort and vexation, and continues to pressure Elizabeth into time alone with Mr Collins. This implies that to Mrs Bennett improved social connections, the secure knowledge that her house will remain in her family, are more important than the feelings of her family. This is later supported by Mrs Bennetts reaction to Elizabeths refusal. She refuses to talk to Elizabeth for what she has done. This probes that Mrs Bennett attaches a greater value to status, than to love and enjoyment of her family. There is a sense that she wishes to be the boss. Whatever she tells her children to do is right and must be done. However she does not have the wit or intellect to command such control. Instead, just as a child, she sulks when her authority is not followed. Elizabeth maintenance of a civil manner throughout the proposals, shows that she is more sociably acceptable than her mother. Despite Mrs Bennetts constant attempts to improve her social standing. One of the Jane Austens greatest tricks, is her ability to adapt her script  to influence the reader into feeling what she wants them to feel. This is very apparent in the two proposals. For Mr Collins proposals, Jane Austen includes the full dialogue of his declaration. This has great effect. By including the full script of Mr Collins dialogue it enhances the effect that Mr Collins is talking through a script. You get the full flavor of his pre-designed speech; and the extent of his lack of feeling. Jane Austen uses the opposiet tactic achieving an opposite effect for Darcys proposal. She does not write the full dialogue of Darcys proposal. Instead she depicts the events in a narrative form. This helps to maintain the reader like towards d. Elizabeths fault is prejudice and Darcy is pride. Due to his nature and the society hie lives in Darcy will inevitably damage Elizabeths pride with insults towards her status. However these are not included in the dialogue. So the reader comes to respect Darcy for telling a true story of his love; but without disliking him for rude conceited remarks, as with Mr Collins. There is a further effect form the authorial comments. The ending to Mr Collins proposal, leaves a definite finality to the situation. Although Mr Collins leaves convinced they will marry, Elizabeth knows otherwise. She will apply to her father, who will make no doubt of the fact that Elizabeth does not wish to accept Mr Collinss proposals. Elizabeth does not reflect on his proposal; and there is no question that she does not feel for Mr Collins. However with Darcy it is different. Elizabeth is definitely moved by his proposal. She sat down and cried for half and hour. She considered her meeting with Darcy, in very agitated reflections until the sound of Lady Catherines carriage. There is no sense of finality to Darcys proposal or Elizabeths feelings. As the reader is aware that Elizabeths passionate hatred is founded on prejudice, you cannot help but wonder that if she were to over come her fault, her passion towards Darcy might change. It is clear through the proposals that women did not always have a very high standing. For some women were simply interchangeable. For example when Mr Collins finds that Jane is taken he immediately move his marital interests to Elizabeth. It appears that women did not always have a high enough  standing to even choose their partner in marriage. Some women were forced into marriage not by love or choice, but by family and the pressure to increase or maintain a social reputation. For example Mrs Bennett attempts to force Elizabeth into marrying Mr Collins.. It is not all women who have Elizabeths strength of character not to be pushed, for example Charlotte did not. It appears that women could sometimes be the victim of emotional blackmail. For example Mr Collins tires to convince Elizabeth to marry him by telling her that it is unlikely any one else will offer, as her, portion is unhappily so small. Mr Collins proposal also suggests that what women said in reply to a proposal did not always matter. Mr Collins finally resigns himself to saying that even if Elizabeth continues to refuse, her mother will ensure a marriage. However Darcys proposal contradicts this. Darcy takes note and respects Elizabeths refusal. He make no attempts to bribe or pressure her as he realises she does not love him. Both proposals reflect the great importance of money and class when it comes to marriage. Mr Collins proposal was fueled by economic and social reasons. It appears that to some these are substantial enough reasons for marriage. Mr Collins tells, your portions is unhappily so small that it will in all likelihood undo the effects of your loveliness and amiable qualifications. This implies that many would feel, class many would feel, class, money and connections to be more important than admiration of the other, when in search of a bride. Even Darcy who feels genuine love for Elizabeth, must mention money. In the society of the time, money and class are such important issues that Darcy cannot let them escape when proposing. Although it is revealed that money is very important when it comes to marriage, it is also apparent that true gentlemen such a Mr Darcy will not befall to snobbery, they can overcome economic situations, because they have the correct moral understand to know that lov e is most important.

History Of Internet Banking In Malaysia Information Technology Essay

History Of Internet Banking In Malaysia Information Technology Essay In early 2001 the bursting of the Internet bubble has created numerous assumptions that Internet services companies have lost their opportunities. The Internet companies and Internet players have been fighting for survival, and most of them have been still experiencing losses. There are still going discussions among practicing managers and academics in reaching a consent in their debate about this new technology: whether the Internet changes the basic way people do business or whether it is just an evolutionary process, offering simply a new distribution channel and communication medium (Moe and Fader, 2001). According to Brown (2001), the New Economy or e-commerce businesses are still at the early life stage. In spite of the collapse of dot.com stock prices in March 2001, Internet usage and e-commerce continued to grow at a fast speed. According to eMarketer (2003), the US B2C e-commerce returns comparing to US$51 billion in 2001reached US$70 billion in 2002, i.e., a jump of 37%. It also forecasted that revenues of the e-commerce would increase by 28% to US$90 billion by 2003; by 2004 would occur another increase of 21% to US$109 billion; and to US$133 billion, a further 22% increase, by 2005. The expected extensive growth of online purchases via the Internet will give enormous chances to businesses in general, and Internet Banking (IB) in particular. In this study the terms IB and Online Banking (OB) are used interchangeably. IB/OB is different from Electronic Banking (e-banking) in that the latter is a higher level activity that encompasses not only IB/OB, but also Mobile Banking, SMS Banking, ATM, WAP-banking and other electronic payment systems that are not operated through the Internet. Our study will focus on IB, because it is considered as the most significant and most popular delivery channel for banking services in the cyber age. Banks can benefit from much lower operating costs by offering IB services, which require less staff and fewer physical branches. Customers will also benefit from the convenience, speed and round-the-clock availability of IB services. In order to be able to formulate better marketing strategies for increasing IB usage in the future banks need to study the factors that influence customers intention to adopt IB so that banks. This study aims to examine the behavioral intention of UUM students to use IB services with a focus on users perceptions of ease of use and usefulness of IB, and of security of using this new technology to meet their banking needs. In Chapter 2, we provide a review of the previous literature on innovation diffusion and technology adoption, based on which we propose a model of customers intention to adopt IB. We discuss the research methodology in Chapter 3. History of internet banking in Malaysia On June 1, 2000, the Bank Negara Malaysia let locally owned commercial banks offer Internet banking services. On June 15, 2000 the first bank to offer Internet banking services in Malaysia was Maybank, the largest domestic bank in terms of assets as well as network distribution which commands its own portal at www.maybank2U.com. Subsequently, internet banking services were offered by Hong Leong Bank, Southern Bank, Multi-Purpose Bank and etc. A review of the Malaysian banking sites in the Internet discovered that all domestic banks, which have been settled an anchor bank status by the BNM, have a web presence. This banking service is currently being provided to individual customers of the bank and the site boasts of the latest 128-bit encryption technology to dispel worries of security among bank customers. Internet banking service provided in the portal consists of banking enquiry functions, credit card payment, bill payment, accounts summary, and funds transfer as well as transacti on history. In the banks providing internet banking services customer support service is provided via e-mails as well as via telephone lines and it is available daily from morning to mid-night (source: http://www.arraydev.com/commerce/JIBC/0103_01.htm). Problem Statement From reviewing related articles on the current topic, we can find evidence that although consumers have had an interest in advanced internet banking services and tended to have various financial sources or tools for money transactions; they have not quickly changed their main propensity to use banking services or goods that they are already familiar with (Futurics 2001). For example, new electronic banking goods or services have not quickly substituted for traditional ones and non-online banking goods or services. Although various electronic banking services have emerged since the ATM was introduced 30 years ago, a lot of consumers still use checks as a primary source for money transactions, and banks still have a lot of bricks and mortar branches in the market. According to the Survey of Consumer Finances in 2001, about 60% of household heads used checks as a primary source. Furthermore, the number of bank branches expanded from about 65,000 to about 73,000 from 1994 to 2003, even t hough the number of U.S banks fell from about 12,500 in 1994 to about 9,000 during the same period (Hirtle Metli, 2004). In spite of the emergence of a series of advanced electronic banking services, both consumers and banks still regard non-electronic banking as one of the important sources for money transaction. However, in global terms the majority of private bankers are still not using internet-banking channel. There are multiple reasons for this. To start with, customers need to have an access to the internet in order to utilize the service. Furthermore, new online users need first to learn how to use the service (Mols et al., 1999). Second, nonusers often complain that internet banking has no social dimension, i.e. you are not served in the way you are in a face-to-face situation at a bank branch (Mattila et al., 2003). Third, customers have been afraid of security issues (Sathye, 1999; Hamlet and Strube, 2000; Howcroft et al., 2002). However, this study focuses in the adoption of internet banking services by customers in evidence of the students of Universiti Utara Malaysia. Our study aims to gain a deeper understanding of the factors influencing the adoption of internet banking services by UUM students. Research questions The study intends to answer the following questions: How UUM students Attitude influence their Intention to use IB? What relationship does the Perceived Usefulness have with the UUM students Attitude and Intention to use IB? What relationship does the Perceived Ease of Use have with the UUM students Attitude and Intention to use IB? Is Perceived Web Security really a concern to UUM students who are using IB? Research Objectives The main aim of this study to determine the basic factors influence the usage of internet banking in UUM and to examine the factors that affect the adoption of internet banking. The specific objectives are as follow: To investigate how UUM students Attitude influence their Intention to use IB; To examine the relationship of Perceived Usefulness with the UUM students Attitude and Intention to use IB; To investigate the relationship of Perceived Ease of Use with the UUM students Attitude and Intention to use IB; To investigate whether Perceived Web Security is a concern for the usage of internet banking. Significance of the Study The study will contribute in expanding the body of knowledge in the internet and technology adoption literature. It will provide academicians and researchers with an update on the usage and acceptance of internet in the banking sector. This research can contribute to an improved understanding of the factors related to users acceptance of new technology. In particularly, this study acts as an understanding of the Technology Acceptance Model (TAM). Also, this research can stimulate the banks providing their services inside UUM Campus such as CIMB, Islamic Bank and Maybank to improve their internet banking services. In the particular perspective, this study is significant to offer useful information for bank management in creating IB marketing strategies. For marketing practitioners, the aim is to offer a holistic and in-depth overview of how customer forms, experience and exploit their satisfaction towards services that offered by the banks. This study contributes to the literature by formulating and validating TAM to predict IB adoption. CHAPTER TWO Literature review Although in the past most of studies aim were to extent of understanding of user adoption of technology, few of these studies were conducted on IB services by extending the well-established Technology Acceptance Model (TAM). It is an appropriate time to study the user adoption of IB when the numbers of global banking groups are rapidly offering and improving IB services on the rise (American Banker, 2002). Both academics and banking executives will be interested in such a study. in particular, this study investigates the students perception on the adoption of internet banking for their private purpose. In other words, our survey focused on UUM students purpose to use internet banking to handle their banking issues. 2.1. Technology Acceptance Models Davis (1989) developed the Technology Acceptance Model, according to this model users adoption of computer system depends on their behavioral intention to use, which in turn depends on attitude, consisting of two beliefs, namely Perceived Ease of Use and Perceived Usefulness. In fact, Davis developed TAM by building upon an earlier theory, the Theory of Reasoned Action (TRA) by Fishbein and Ajzen (1975). In TRA, Fishbein and Ajzen (1975) proposed that intention is the immediate determinant of the corresponding behavior, which is divided into (1) attitude toward behavior, and (2) subjective norm concerning behavior. Davis posited d in TAM that the two theoretical constructs, Perceived Usefulness and Perceived Ease of Use, are fundamental determinants of system use in an organization. These constructs also provide better measures for predicting and explaining system use than other constructs (Davis, 1989). TAM has been widely used for predicting the acceptance and use of information systems, and recently has been applied to predict Internet adoption as well. In a recent study, Lederer et al. (2000) adapted TAM to study World Wide Web (WWW) usage and found evidence to support TAM. Another study of applying TAM in the WWW context was conducted by Moon and Kim (2001). They introduced the construct Playfulness to predict Attitude. Data were collected from 152 graduate students of management in Korea. Although the results of findings of test of TAM-related hypotheses showed that they were all supported, the results deviated from the basic belief of TAM that Perceived Usefulness is the key determinant of user acceptance of IT. The results of Moon and Kim (2001) revealed that Perceived Ease of Use has a more significant relationship with Attitude than Perceived Usefulness in the WWW context, and Perceived Playfulness (an intrinsic motivational factor) has a more positive effect on Attitude th an Perceived Usefulness (an extrinsic motivational factor). 2.2. Theoretical Model for IB Adoption IB is a new distribution channel for the delivery of banking services. From both academic and practical perspectives, it is interesting to understand and assess customers intention to use IB services. We have chosen TAM as the baseline model for this study because it is a well-tested model concerning users acceptance of technology. We augment TAM with the construct Perceived Web Security. Specifically, we hypothesize that Intention to Use is influenced by Attitude, Perceived Usefulness, Perceived Ease of Use and Perceived Web Security. We will test the strength of the hypothesized relationships embedded in the theoretical model and the robustness of the model in predicting students intention to adopt IB in Universiti Utara Malaysia Campus. TAM has been used by various researchers to predict users intention to accept or adopt a variety of technologies and computer systems. The technologies include electronic mail, text editor, word processing systems, and graphics software (Davis, 1989; Davis et al., 1989), spreadsheets (Hendrickson et al., 1993), Database Management Systems (Szajna, 1994), voice-mail and word processors (Adams et al., 1992; Chin and Todd, 1995). We use TAM with the constructs Perceived Usefulness and Perceived Ease of Use to assess the determinants of students Attitude and Intention to Use (equivalent to the construct Behavioral Intention in TAM). While we adopt the original TAM in this study, we use Behavioral Intention as the dependent variable and skip the construct Actual Usage. On the theoretical front, an abundance of research studies have reported a strong and significant causal relationship between behavioral intention and usage of technology or targeted behavior (Sheppard et al., 1988; Venkate sh and Morris, 2000). It is therefore theoretically justifiable to use Behavioral Intention as a dependent variable to examine the acceptance of IB (Mathieson, 1991). Agarwal and Prasad (1999) also argued that for a survey-based research design, Behavioral Intention is more appropriate than Actual Usage as they are measured contemporaneously with beliefs and our study is survey-based research. On the practical front, it is worth noting that IB is still at an early stage of development among UUM students. The percentage of usage is not relatively high. Therefore, the choice of Behavioral Intention, rather than Actual Usage, as the dependent variable is considered both appropriate and necessary. In addition, Salisbury et al. (2001) argue that feeling secure in doing transactions on the Web is often cited by users as a major factor that removes their concerns about the efficient use of the Internet for making online purchases. Therefore, we include the construct Perceived Web Security as a predictor of Attitude and Intention to Use, as in the earlier study conducted by Salisbury et al. (2001). In their study, Salisbury et al. (2001) developed a set of four items to measure Perceived Web Security using a 7-point Likert scale. The results of their study showed that the three constructs, namely Perceived Web Security, Perceived Ease of Use and Perceived Usefulness, have a positive relationship with intention to purchase online. However, we will include the construct Attitude in our theoretical model. CHAPTER THREE Research Methodology There exists virtually no research examining UUM students behavioral intention to adopt IB services by extending TAM. To fill this gap, we will conduct a survey study for hypothesis testing using the framework of the original TAM as the foundation to determine the predictors of students Intention to use IB in UUM. To collect data, we will design a questionnaire by adapting the instrument and scales developed for TAM. We will augment TAM by adding the construct Perceived Web Security developed by Salisbury et al. (2001) and adapting their instrument and scale to measure this construct in our questionnaire. 3.1. Sample Size This study aims to investigate the self-reported behaviors of students and their intention to use IB services for their private purposes in UUM. We will request respondents to return their completed questionnaires. We will collect data from UUM students who use internet banking. We will as to fill in the survey questionnaires to a sample of 250 randomly students selected from a total of over 25,000 students in UUM. 3.2. Measurement of the Constructs In devising a useful measurement instrument for this study, we want to adapt an instrument and scales developed and validated in previous studies. We will base on TAM instrument, which has been replicated and widely used in other studies. In this study we use the adapted question items as the instrument to measure the respective constructs below, using a 7-point Likert scale for each item (with 1 = strongly disagree, 2 = disagree, 3 = slightly disagree, 4 = neutral, 5 = slightly agree, 6 = agree, and 7 = strongly agree). The constructs are defined in the following: Perceived Ease of Use (PEOU) defined by Davis (1989) as the degree to which a person believes that using a particular system would enhance his job performance. Perceived Usefulness (PU) defined by Davis (1989) as the degree to which a person believes that using a particular system would be free of effort. Perceived Web Security (PWS) defined by Salisbury et al. (2001) as the extent to which one believes that the World Wide Web is secure for transmitting sensitive information. It is also noted that the adoption of purchasing products on the World Wide Web may involve a greater degree of risk than the adoption of other IT innovations. When one purchases products online, there may be a perception of risk involved in transmitting sensitive information such as credit card numbers across the World Wide Web. Attitude (ATT) refers to an individuals positive or negative feelings (evaluative affect) about performing a particular behavior (Fishbein and Ajzen, 1975). Intention to Use (INT) refers to customers intention to use, as opposed to their actual use of, IB services. 3.3. Survey Questionnaire Based on the hypothesized model developed through a detailed review of the related literature on user acceptance of technology and new technology diffusion, we will devise a questionnaire as a measurement scale for the research. The questionnaire will be developed in English. We will try to make the questionnaire readable and ensure its accuracy and appropriateness. A factor analysis will be performed on the data collected from the pilot study. CHAPTER FOUR FINDINGS Total 85 research questionnaires were distributed to and collected from the respondents in the library building of Universiti Utara Malaysia. The sample period consists of 3 weeks from August 22 to September 12, 2010. Factor analysis was done by using SPSS with the data collected by distributing questionnaires. 4.1. Respondents Demographic Characteristics The analysis of the statistics of the demographic characteristics of the respondents is presented in Table 1. Of the 85 respondents, 47.1% were female and 52.9% male; 37.6% were in the 21-25 age group, 41.2% were 26-30 in age, and 20% were 31-40 in age. As the research was done among master students, any respondent was not under the age of 20, and only one of them was over 40. Table 1 Demographics of respondents Demographic profile Frequency Percentage (%) Gender F Female 40 47.1 M Male 45 52.9 Total 85 100.0 Age A Under 20 0 0 B 21-25 32 37.6 C 26-30 35 41.2 D 31-40 17 20.0 E Over 40 1 1.2 85 100.0 Rogers (1983) has found the characteristics of innovation adopters as having high levels of education, and social status as well as income. Moreover, Gefen (1997) and Teo Lim (2000) by testing the gender differences which affect the awareness of e-mail and the Internet usage, found similar results with Rogers (1983). 4.2. Factor Analysis Using SPSS we conducted our exploratory factor analysis on our survey data. Table 2 presents the rotated factor matrix which is a result from independent variables Varimax rotated principal axis factor extraction. The 1.0 eigenvalue cut-off criterion was used for the independent variables factor extraction. The table points out that five factors which are the variables used for our research emerged and reports their factor loadings. For evaluation of the Cronbachs alpha we tested the data using the SPSS Exploratory Factor Analysis (EFA), where the Cronbachs alpha ranged from 0.896 to 0.914. To ensure convergent validity and item reliability we evaluated each of the items individually. All factor loadings except for b7, b10 and b15 (0.478; 0.424 and 0.486, respectively) were larger than 0.5, which characterize an acceptable significant level of internal validity. The factor loadings vary from 0.554 to 0.744 for Perceived Ease of Use, 0.478 to 0.686 for Perceived Usefulness, 0.424 to 0.642 for Perceived Web Security, 0.486 to 0.536 for Attitude, and 0.539 to 0.621 for Intention to Use. All 19 questionnaire items were held on to further analysis, because all factor loadings were found to be of an acceptable significant level. Table 2 Reliability and factor analysis (from SPSS analysis) Reliability Factor loading Cronbach alpha Variance explained (%) Perceived Ease of Use 0.911 76.920 B/b1-Using the Internet Banking (IB) service is easy for me 0.925 0.594 B/b2-I find my interaction with the IB services clear and understandable 0.929 0.613 B/b3-It is easy for me to become skillful in the use of the IB services 0.925 0.554 B/b4-Overall, I find the use of the IB services easy 0.927 0.744 Perceived Usefulness (PU) 0.914 7.979 B/b5-Using the IB would enable me to accomplish my tasks more quickly 0.929 0.522 B/b6-Using the IB would make it easier for me to carry out my tasks 0.925 0.603 B/b7-I would find the IB useful 0.927 0.478 B/b8-Overall, I would find using the IB to be advantageous 0.926 0.686 Perceived Web Security (PWS) 0.896 7.075 B/b9-I would feel secure sending sensitive information across the IB 0.926 0.575 B/b10-The IB is a secure means through which to send sensitive information 0.927 0.424 B/b11-I would feel totally safe providing sensitive information about myself over the IB 0.924 0.642 B/b12-Overall, the IB is a safe place to transmit sensitive information 0.925 0.639 Attitude (ATT) 0.907 4.772 B/b13-Using the IB is a good idea 0.927 0.536 B/b14-I would feel that using the IB is pleasant 0.928 0.502 B/b15-In my opinion, it would be desirable to use the IB 0.928 0.486 B/b16-In my view, using the IB is a wise idea 0.927 0.508 Intention to Use (IU) 0.906 3.254 B/b17-I would use the IB for my banking needs 0.925 0.621 B/b18-Using the IB for handling my banking transactions is something I would do 0.926 0.551 B/b19-I would see myself using the IB for handling my banking transactions 0.926 0.539 4.3. Reliability test For reliability tests, the Cronbachs alpha ranged from 0.925 to 0.929 for both Perceived Ease of Use and Perceived Usefulness, from 0.924 to 0.927 for Perceived Web Security, while it ranged from 0.927 to 0.928 for Attitude and from 0.925 to 0.926 for Intention to Use. Correlation analyses of variables show that estimation ranges from 0.620 to 0.778 with significant P for all variables as shown in Table 3. Perceived Ease of Use has a direct impact on Perceived Usefulness with 0.000 significant level. Perceived Usefulness, Perceived Ease of Use and Perceived Web Security significantly impacts on Attitude at the 0.000 level. Consequently, Attitude, Perceived Usefulness and Perceived Web Security significantly effect Intention to Use. Table 3 Correlation of variables Estimate P PUà ¢Ã¢â‚¬  Ã‚ PEOU 0.683** 0.000 ATà ¢Ã¢â‚¬  Ã‚ PU 0.680** 0.000 ATà ¢Ã¢â‚¬  Ã‚ PEOU 0.620** 0.000 ATà ¢Ã¢â‚¬  Ã‚ PWS 0.778** 0.000 IUà ¢Ã¢â‚¬  Ã‚ ATT 0.768** 0.000 IUà ¢Ã¢â‚¬  Ã‚ PU 0.642** 0.000 IUà ¢Ã¢â‚¬  Ã‚ PWS 0.735** 0.000 **. Correlation is significant at the 0.01 level (2-tailed). CHAPTER FIVE CONCLUSIONS 5.1 Limitations Since our research was performed with time limitation, as with other crossectional studies, it is not without limitations. A wider study for more fully investigation of the pre-launch stage, the promotion stage and the post-launch stage of IB would surely be an important donation to the IB literature in the future. Our research only covers Web security construction. Future research might concentrate on security and privacy separately, as the latter is arousing rising concentration in the Web literature (Jarvenpaa and Todd, 1997). Moreover, the measurement instrument for Web security could be further developed to increase its validity in future studies. Our research was carried out in Universiti Utara Malaysia among international master students only. It may not represent all the students of UUM, as well as other territories and people. 5.2 Conclusions The findings of our empirical study support the theoretical model implementing TAM and the put up Perceived Web Security. From the results of our study Perceived Ease of Use and Perceived Web Security are supported as predicting variables, which have an effect on intervening variables, Perceived Usefulness and Attitude, and the dependent variable Intention to Use IB. Perceived Usefulness and Perceived Web Security as well as Perceived Ease of Use directly effect Intention to Use. Perceived Web Security effects on Intention to Use directly, rather than passing through Attitude which is the intervening variable. It is consistent with the findings of empirical studies provided earlier (Salisbury et al., 2001). Reference Adams, D.A., Nelson, R.R. and Todd, P.A., 1992. Perceived usefulness, ease of use, and usage of information technology: a replication, MIS Quarterly, 16, 227-247. Agarwal, R., and Prasad, J., 1999. Are individual differences germane to the acceptance of new information technologies? Decision Sciences, 30, 361-391. American Banker, In brief: fast growth for small-biz web banking, American Banker 167 (20) (2002). Brown R.D., E-commerce: customer service success factors, Futurics 25 (2001) 18-30. Chin, W.W. and Todd, P.A., 1995. On the use, usefulness, and ease of use of structural equation modeling in MIS research: a note of caution. MIS Quarterly, 19, 237-246. Davis, F. D., 1989. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13, 319-336. Davis F.D., Bagozzi R.P. and Warshaw P.R., 1989. User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35, 982-1003. eMarketer, The US B2C Review, 2003, http://www.emarketer.com/estats/081699_data.html http://www.emarketer.com/products/report.php?eglobal (retrieved on 29 August 2003). Fishbein, M.A. and Ajzen, I., 1975. Belief, Intention and Behavior: An introduction to Theory and Research. Addison-Wesley, Reading, Massachusetts. Gefen, D., Karahanna, E. and Straub, D. W., 2003. Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27, 51-90.Hamlet, C. and Strube, M. (2000), Community banks go online, ABA Banking Journals 2000 White Paper/Banking on the Internet, March, pp. 61-5. Hendrickson, A.R., Massey, P.D. and Cronan, T.P., 1993. On the test-retest reliability of perceived usefulness and perceived ease of use scales. MIS Quarterly, 17, 227-230. Hirtle, Beverly J. and Christopher Metli. The Evolution of U.S. Bank Branch Networks: Growth, Consolidation, and Strategy, Federal Reserve Bank of New York, Current Issues in Economic and Finance, July 2004, 10(8). Howcroft, B., Hamilton, R. and Hewer, P. (2002), Consumer attitude and the usage and adoption of home-based banking in the United Kingdom, The International Journal of Bank Marketing, Vol. 20 No. 3, pp. 111-21. Jarvenpaa, S.L. and Todd, P.A., 1997. Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce, 1, 59-88. Lederer A.L., D.J. Maupin, M.P. Sena, Y.L. Zhuang, 2000. The technology acceptance model and the world wide web, Decision Support Systems 29, 269-282. Mathieson, K., 1991. Predicting user intention: comparing the technology acceptance model with the theory of planned behavior. Information Systems Research, 2, 173-191 Mattila, M., Karjaluoto, H. and Pento, T. (2003), Internet banking adoption among mature customers: early majority or laggards, Journal of Services Marketing, Vol. 17 No. 5, pp. 514-26. Moe, W.W. and Fader, P.S., 2001. Uncovering patterns in cybershopping. California Management Review, 43, 106-117. Mols, N.P., Bukh, P.N.D. and Nielsen, J.F. (1999), Distribution channel strategies in Danish retail banking, International Journal of Retail Distribution Management, Vol. 27 No. 1, pp. 37-47. Moon, J.W. and Kim, Y.G., 2001. Extending the TAM for a World-Wide-Web context. Information and Management, 38, 217-230. Rogers, E.M., 1995. Diffusion of Innovations, 4th Edition. The Free Press, New York. Salisbury, W.D., Pearson, R.A., Pearson, A.W. and Miller D.W., 2001, Perceived security and World Wide Web purchase intention. Industrial Management Data Systems, 101, 165-176. Sathye, M., 1999. Adoption of Internet Banking by Australian consumers: an empirical investigation. International Journal of Bank Marketing, 17, 324-334. Sheppard, B.H., Hartwick, J., and Warshaw, P.R., 1988. The theory of reasoned action: a meta-analysis of past research with recommendations for modifications and future research. Journal of Consumer Research, 6, 144-176. Szajna, B., 1994. Software evaluation and choice: predictive validation of the technology acceptance instrument. MIS Quarterly, 18, 319-324. Teo, T.S.H., Lim, V.K.G. and Lai, R.Y.C. (1999), Intrinsic and extrinsic motivation in Internet usage, Omega, International Journal of Management Science, Vol. 27, pp. 25-37. Venkatesh, V. and Morris, M.G., 2000. Why dont men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior. MIS Quarterly, 24, 115-139.

What Could We Learn From Sir G :: essays research papers

What Could We Learn From Sir Gawain?   Ã‚  Ã‚  Ã‚  Ã‚  I think we could learn a lot many things from Sir Gawain. Sir Gawain is someone that I think everyone can relate to in some way. He was placed under many tests and performed admirable in all but one of them. It is that last test that made him seem 'human'; to me. I think in order to learn from someone you have to try to 'walk a mile in his or her shoes.'; I will describe, in detail, the parts of the story in which Sir Gawain excelled and why we should try to learn from him.   Ã‚  Ã‚  Ã‚  Ã‚  The first thing I thing we could learn from Sir Gawain is to always be ready to step up to a challenge. In Part 1 of Sir Gawain and the Green Knight, Gawain challenges the Green Knight. Gawain is the only Knight to accept the challenge for the King and does so without reservation. He easily beheaded the 'magical'; man as stated in the following lines: 'Gawain grips to his ax and gathers it aloft--/ The left foot on the floor before him he set--/ Brought it down deftly upon the bare neck,/ That the shock of the sharp blow shivered the bones/ And cut the flesh cleanly and clove it in twain,/ That the blade of bright steel bit into the ground./ The head was hewn off and fell to the floor;/ Many found it at their feet as forth it rolled;/ (Unknown, Part I, 421-427). He didn't know the Green Knight was magical and probably thought it would be an easy task. After all, he was a Knight in the great King Authur's court. For this I think Gawain shows strength, bravery, and loyalty.   Ã‚  Ã‚  Ã‚  Ã‚  The next thing we could learn from Sir Gawain is demonstrated on his trip to the Green Chapel: 'Many a cliff must he climb in the country wild; /Far off from all his friends, forlorn he must ride; / At each strand or stream where the stalwart passed/'Twere a marvel if he met not some monstrous foe, /And that so fierce and forbidding that fight he must./ (Unknown, Part II, 713-717). Gawain left his home during horrible chill of winter on a journey to meet a 'man'; who had survived being beheaded. His must have felt lonely, scared, and lost away from all that he is so very familiar with.

Lysistrata and the Peloponesian War Essay -- essays papers

Lysistrata and the Peloponesian War Many comedies of this time period explore issues that were of importance to those people. Lysistrata is no different. It explores issues relevant to the time period in which it was written. Aristophanes uses the Peloponnesian War to illustrate the differences between the men and women of the time period. As Lysistrata begins, the women are gathering for their meeting with Lysistrata. They gripe and complain about how late the others are for the meeting, while Lysistrata begins to clue them in on her plan. Once all have arrived who will be arriving, she gives them the details of her plan to stop the war. That plan being that they with hold sexual favors from their husbands or lovers until the war is over. For the most part, only one other woman, Lampito, is in agreement with her. The others cannot fathom doing such a thing. After all, they cannot go without sexual pleasures, could they? Eventually, Lysistrata and Lampito convince the others to go along with the plan. Finally, the women who did not give up and go home manage to seize the acropolis. The elders and magistrates try their best to smoke the women out, but to no avail. The women dump water on the men and stand their ground. Eventually the men of both sides had enough of being denied sexual pleasures and came together to si gn the treaty. They were reluctant at first, but they gave way to the women’s wishes and signed the treaty ending the war between Athens and Sparta. The references to the war in the text are actually quite blatant. The war is openly referred to during the course of the story. The women do what they do because they are sick of their men being gone at war. The women did not like the idea at first. They ... ...superior to the women, and that the women believe themselves to be subservient to men. The Peloponnesian War was important in Lysistrata in that it enabled Aristophanes to have a context within which to describe the attitudes and personalities of men and women of this time period. People are not always as they seem. The men of Athens and Sparta knew their women were bothers at home, but they found out that their actions at home were nothing compared to what could happen when a whole group got together and decided to accomplish something. Lysistrata show’s us all the value of working together as a team to accomplish a goal. As it was put by Magill Book Reviews, â€Å"LYSISTRATA is high comedy, as popular and timely today as it was when it was written. The humor is broad and bawdy. Like much good comedy, the play holds up to ridicule contemporary conditions and situations.†

Phase 1 – Intro to Economic Thinking

Phase 1 – Intro to Economic Thinking ECON202-1302A-02: Microeconomics Colorado Technical University Joseph Keller 4/14/13 As prices increase, should health economists advocate giving something up (opportunity costs/trade-offs)? I feel that health economists should promote giving something up in as prices rise. The reason I feel this way is because as the prices increase a lot of people would not be able to pay for the services . So in this case I believe that they should consider lowering the prices, this in return should encourage people to continue to receive the services.The tradeoff probably would be lowering the salaries of some of the health providers. As the quantity of health services provided goes up, does the benefit of each additional unit of service become smaller (marginal analysis)? If the number of services goes up the benefit of each service would become smaller, because using marginal analysis every addition is considered less value. So if you use marginal ana lysis it will help you figure if generating different services will benefit your company (Cliff's Notes, 2013).Discuss the issue of health care in the context of the following microeconomic concepts: Marginal analysis Marginal analysis in the health care industry for example would be if you were spending $1000 for 5 units of health service, sold in $200 increments, marginal analysis would work like this, if you were to buy another $200 you would get 1/2 units, if you bought another $200 you would gain 1/4more ,another 1/8 . So as you can see you could get to a point were buying more units would work negatively because you would no longer be gaining anything (Cliff's Notes, 2013). Trade-offs /Opportunity costsTrade-off in the industry would be if a facility badly needed to add another unit, the trade of could be to lower some of the workers’ salaries in order to compensate for that extra money being spent. The opportunity cost is the money lost from the employees in order to g et the extra unit needed. (Hubbard, G & O’brien, and T 2013). Normative versus positive economics Normative economics deals with what the economy ought to be like or what particular policy actions ought to be suggested to attain a necessary goal. Positive economics is the part of economics that concentrates on realities and cause-and-effect relationships. Hubbard, G & O’brien, and T 2013). . Should this decision be made in a centrally planned economy or a market economy? I think that health care in particular should be controlled by a centrally planned economy. These I think will promote a more fairly run system and decisions basically are made for the greater good. The reason that I feel this way is because if you let the market control the economy then they most likely would do what’s best for their self’s instead of what is best for all. If it was a market economy we would probably have the same problem that we have with the gas industry, prices steady rising until it is unbearable .People would still need the service but it would be on a must have basis (Hubbard, G & O’brien, T 2013). At least now there are plans in affect to insure that everyone has affordable health insurance, along with things like Medicaid and Medicare. Is health care a macroeconomic or microeconomic issue? I think that healthcare is both because you have to look at it from both perspectives, on one hand healthcare is a microeconomic issue because it is the study of individual firms and their economics .I think the micro part of health care comes into play when you’re talking about individual offices and hospitals . Then it can be viewed as macroeconomics when you look at health care in the bigger sense, meaning health care as a whole. The macro part comes into play when you look at health care and government assistance laws etc. How would this affect production efficiency? Healthcare offers a unique subject, because if a person is having a lif e threatening issue, people will still obtain the services no matter the cost if they can afford it.If the health issue is not that serious then a person may shop around for trying to find the best deal available, or if they don’t have medical insurance they may choose to forego the procedure needed altogether. References Cliff's Notes. (2013, April 14). Economic analysis. Retrieved from http://www. cliffsnotes. com/study_guide/Economic-Analysis. topicArticleId-9789,articleId- 9726. html Hubbard, G ; O’brien, T. (2013). Microeconomics. Upper Saddle River, NJ: Pearson Education, Inc