Article Review - “How Motivation Affects Learning and...

Article Review - â€Å"How Motivation Affects Learning and Behaviour† by J.E. Ormrod This article reveals six effects of motivation towards Learning and Behaviour. To begin with, intrinsic and extrinsic motivations are introduced as two major motivations that drive a person in their actions. When I bumped onto this article, I thought all points in this article are prior knowledge of everybody in education field. Until I found other articles that made my eyes opened and starting to disagree. The contradiction theory of motivation is proposed by A.J M. Marr in his article, The Phony Controversy . He said that the fact that intrinsic and extrinsic motivational processes represent nothing more than metaphorical piece that has nothing to do with†¦show more content†¦Whether you agree there are 16 desires or not, he said there is not any way to reduce all of these desires to just two types. Grabmeier’s example of proving uncertainty of intrinsic motivation existence; For example, many studies have purportedly shown how people who enjoy doing a specific activity – such as children who enjoy drawing – do that activity less after they are offered rewards. But when the results show the subjects continue the activity even after the rewards are offered, the researchers have argued that this just shows the subjects expect to get a reward and no longer are intrinsically motivated. But sometimes, intrinsic and extrinsic motivation can be coincidentally in one situation. For instance, Farris is a Guitar Hero game addict and one day he found out the game is promoted on a fun fair. He played on his best and scored the highest mark because he is naturally likes that game. The second reason is a girl beaten him on that game previously. There Are No Effects without Causes Nevertheless, it is impossible to claim that motivation doesn’t exist while its effects are being explained in detail in the stated article. Effects of motivation as suggested by Ormrod ; 1. Motivation directs behaviour toward particular goals 2.

Crabs For The Crabber Essay Research Paper free essay sample

Pediculosis pubis For The Crabber Essay, Research Paper Pediculosis pubis For the Crabber Would you like to larn how to do around two hundred dollars a twenty-four hours for traveling out in the boat and crabbing for a few hours? Once you gain the experience of a commercial crabber, you can gain every bit much as you want. All it takes is a small clip and attempt to larn the basic stairss, and, of class, the love of the H2O. For the last two old ages, I have kept the books for my fellow # 8217 ; s crabbing concern. I helped him from the beginning when we purchased the traps to today, when he is now running 150 traps. On the boat, you should ever hold as many life jackets as people. Flares and a marine wireless should besides be on the boat in instance of an exigency. For case, if you are five stat mis out over the ocean and the boat runs out of gas, you could illume a flair and make some aid on the marine wireless. We will write a custom essay sample on Crabs For The Crabber Essay Research Paper or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page You should besides maintain an oar on the boat at all times. This would come in ready to hand if your boat is stuck in clay, or if the boat breaks down in the little brook near your dock. I besides recommend that you have crabbing baseball mitts and gum elastic overalls from Boater # 8217 ; s World. The baseball mitts have particular gum elastic tips that help cut down the hurting if a crab pinches you. The overalls will protect your apparels from acquiring drenched and muddy. The last thing that you should neer go forth the dock without is plentifulness of liquids to imbibe. I recommend Gatorade or H2O, but no soft drinks. It is really hot on the boat and fluids are a necessity so that you do no dehydrate. Before you can get down crabbing, you need certain stuffs. The most of import is a commercial licence to sell pediculosis pubiss. A licence can be purchased from the Game Warden in Richmond Hill. You must travel early in the twelvemonth because they merely sell a limited figure. Once you have a licence and your personal figure for your traps, you need a big level underside boat with a powerful motor. I recommend a Yamaha Salt Water Series. This motor is really dependable and can manage the long hours put on it. You should besides purchase a dame and have it bolted to the side of the boat. The dame is non necessary, but is will salvage a batch of clip and attempt to draw up all of the traps. A dolly should be kept on the dock to take the boxes of pediculosis pubis to the truck. You will besides necessitate at least 50 crab traps to acquire started. These can be purchased at any boating shop for around twenty dollars each. When you have all of your traps, you will necessitate around 2500 pess of rope and 50 floats. After you have all of these stuffs, you will necessitate bait fish and premium gasolene on a day-to-day footing. The bait fish can be purchased anyplace that sells market seafood. The traps will hold to be rigged up before they can be dropped. You should bind about 50 pess of rope on each trap. The floats will necessitate your crabbing figure engraved with a sauter Fe so that no 1 will misidentify them as their traps. The floats need to be tied on the terminal of the rope that is non tied to the trap. This will let the float to remain on top of the H2O when the trap is on the underside of the brook. Each trap needs to be baited with at least four little fish. When you have all of your traps ready, it is clip to happen topographic points to set them. Small brooks contain the most pediculosis pubiss in the months of April through November. You must do certain that there are no other traps in the brook that you select. Spread the traps out about 75 paces apart. Find brook that are non used frequently, so that the populace will non rob a few of your traps for their dinner. After you feel that all of your traps are in good topographic points you can retire for the twenty-four hours. The following twenty-four hours, you should acquire an early start. Make certain that you have plentifulness of gasolene, boxes to set the pediculosis pubis in, your overalls, and baseball mitts. I would besides urge that you bring tease to set in the traps while you have them out of the H2O. When you get to your first trap, put it on the dame and allow it pull it up. Don # 8217 ; t acquire discouraged if there are non a batch of pediculosis pubis. Dump the pediculosis pubiss in a box, put fresh come-on in the trap, and throw the trap back out. Travel through the pediculosis pubis in the box and throw back any that are smaller than five inches. It is illegal to sell any that are this little. You should besides take out any female pediculosis pubis. If they are non pregant, which are normally known as virgin pediculosis pubiss, throw them back because they are illegal to maintain. If some of the females are pregnant, you should set them in a separate box because they are considered # 8220 ; trash crabs # 8221 ; because they weigh more because than the males. In other words, the female pediculosis pubiss are non deserving every bit much as the males. You should look into the remainder of your traps merely as the first 1. When you coating, travel back to the dock and fix to drop. You will most probably necessitate aid because each if each box is full, it will weigh anyplace from 80 to one hundred lbs. Load them up on the dolly and turn over them to your truck. Unload the boxes and do certain that they can non dump over ; you don # 8217 ; t want pediculosis pubiss running all over the dorsum of your truck. Now, you have a limited sum of clip to happen a topographic point to sell your pediculosis pubis. Smaller seafood markets downtown wage more than others. One, for case, is Watson # 8217 ; s seafood. They pay 80 cents a lb for big male pediculosis pubis. A big seafood market is Wilmington Island Seafood. They merely pay 60s five cents a lb for the big males. You should happen a market that you feel comfy making concern with and that is really dependable. Talk to the proprietor to happen out what they are willing to pay and how many they will necessitate on a day-to-day footing. Sell your pediculosis pubis and purchase come-on for the following twenty-four hours. Crabing will pick up in the months of July and August. These are the best times because male pediculosis pubiss are in the brook concealment from the females that are ready to happen a mate. When it starts acquiring colder, you should travel your traps from the brook to rivers that flow straight from the ocean. This is because the pediculosis pubis move to deeper countries where it is warmer. You should hold a really productive season if you follow all of these guidelines. The sum of pediculosis pubis will fluctuate from twenty-four hours to twenty-four hours, but you should be doing an norm of about $ 150 a twenty-four hours. If you have a bad hebdomad, don # 8217 ; T concern about it. Opportunities are you will do twice the money the following hebdomad. Be careful and good fortune! 331

In The Two Articles, Heloisa Sabin And Peggy Carlson Argued On The Iss

In the two articles, Heloisa Sabin and Peggy Carlson argued on the issue about animal testing. There does not seem to be any agreement between the two writers, while there is an obvious disagreement between them. Sabin agrees to Animal Testing: ?Animal research saves human lives? but Carlson disagrees: ?Animal tests are unreliable?. Animal testing is quite an arguable topic in the world. In Sabin's article, she stated the example of her husband using polio vaccine as her persuasion as he was one that benefited a lot from the outcome of animal testing. Her husband, Albert Sabin, inventor of oral polio vaccine, told a reporter before his death in 1993, ?There could have been no oral polio vaccine without the use of innumerable animals, a very large number of animals.?(Sabin) Sabin shows that polio has been eradicated in Western Hemisphere in about forty years after the polio vaccine was introduced to United State. She truly believes that the polio vaccine saves the world from the fear of the polio, therefore she repeatedly reference to ?reality? to help her in persuading readers that animal testing is in fact an advantage. Since she shows that the information she pointed out was from the reality, not just something she made up, this makes readers easier to believe in her point of view. As can be expected, Carlson's disagreement with Sabin about animal testing leads her to a dramatically different point of view as well. In Carlson's article, she provides the information about how inaccurate animal testing are to support her point of view. ?Nearly everything that medicine has learned about what substances cause human cancer and birth defects has come from human clinical and epidemiological studies because animal experiments do not accurately predict what occurs in humans.?(Carlson) Carlson uses cancer and birth defects as an example to disagree with Sabin's example of her husband using polio vaccine. ?It was unfortunate that the original polio vaccine was produced using monkey calls instead of available human cells as can be done today.?(Carlson) Carlson pointed this out because this sentence tells us that the medicine available today may be created or experimented on a non-human being. Using substances from animals other than human to produce medicine for human may result in serious disease. Sabin pointed out the story about her husband benefited from the polio research; thus she thinks animal testing can save human lives. In contrary, Carlson pointed out the animal testing done in the past could be done on human nowadays; thus she thinks animal testing is unnecessary. And she does not believe the polio vaccine example can justify that it is worth to spend billion dollars and thirty million animals for the animal experimentation. In the article, Sabin used her husband, Albert, as an example to persuade people to agree with her in her article. Although writing only one example can make readers concentrate on how well her persuasion is, having more examples can let readers know animal research really saves human lives. Sabin only listed one example in her argument, so I think Carlson did refuse all the argument in Sabin's article. In Carlson's article, the point about smoking cannot be tested on animals seemed most persuasive to me. But comparing to the article that Sabin wrote, Carlson seems to have lesser support for her argument, and this article might not be persuasive to some people. Sabin makes strong emotional appeals in her article. This plays a really large part in her persuasion. Since most reader usually drives by emotional articles, this help a lot in making readers to think what Sabin said was really trustworthy. Carlson does not appeal to the emotion of the readers while she only stated her points one by one. When reading that article, I felt that it is only a report on why animal testing needs to be abandoned. It might not be easy for some readers to agree with the author in spite of the fact that she tried hard to persuade. In conclusion, the disagreement between Sabin and Carlson on animal testing could appeal to different people. To accept Sabin, one would have to believe that if there were no animal testing, a lot of human would have died

Scarlet Letter- Theme of Sin in the novel essays

Scarlet Letter- Theme of Sin in the novel essays In The Scarlet Letter, Nathaniel Hawthrone masterfully weaves many themes and uses character development to format the plot of this novel. The themes of The Scarlet Letter are carried out through the four main characters, Hester Prynne, Arthur Dimmesdale, Roger Chillingsworth, and Pearl. The prevailing theme seen in The Scarlet Letter is sin and its effects. All of the characters in the book are somehow affected by the sin of adultery and their whole lives are molded by the way they deal with the sin. The story begins with Hester having to go on the scaffold and stand there for three hours with her shameful sin exposed for all to see. On the scaffold, Hester experiences harsh words. A group of women is having a discussion in the crowd and one-woman states, At the very least, they should have put the brand of a hot iron on Hester Prynnes forehead. She may cover it with a brooch, or such like heathenish adornment, and so walk the streets as brave as ever. This statement shows that it was not enough that the townspeople knew she committed a sin, but they wanted to see the sin on her chest constantly. At first the letter means the same for Hester as it does for the townspeople, shame. However, as the novel progresses, the letter changes in significance. The letter on Hesters breast begins to break her down. She loses her femininity due to her sin. The letter is a constant reminder of what she has done. One women states in the beginning of the novel, let her cover the mark as she wil l, the pang of it will be always in her heart. This explains that no matter what Hester does the pain that she will endure will always be with her. After Hester meets Dimmesdale in the forest and reveals Chillingworths true identity as her husband, they become close and both Hester and Dimmesdale feel some type of relief. Hester even removes the Scarlet letter, her femininity flows back into her, and the sunlight touc...

FOOD TAXES Research Paper Example | Topics and Well Written Essays - 250 words

FOOD TAXES - Research Paper Example In addition, those states which charge sales tax on food such as Arkansas and Utah subject food sales to local taxes. This leads to differences in the rates of taxes charged from one city to the other within the same state. Although some states do not charge tax on food, there are certain food items or products that are taxable. Each state has provided a list of these non-exempt products. For example, in Iowa, product such as chewing gum, dietary supplements and pet foods and supplies are subject to tax2. Currently, there is debate on whether or not states should start to charge ‘fat tax’. Many have argued that there is need to charge high tax on unhealthy products in order to reduce the occurrence of diseases like obesity and heart diseases. For example, in an article by Lara Salahi and Samantha Meaney (2012), the authors argue that adding tax on unhealthy foods and drinks will help reduce the cases of obesity and other diseases3. For instance, they argue that a tax rate of about 20 per cent in sugar-sweetened drinks could help reduce obesity cases by 3.5 per cent and also help to prevent close to 3000 heart-related

American Conflicts Research Paper Example | Topics and Well Written Essays - 7500 words

American Conflicts - Research Paper Example The Revolution was seen as a war of independence. There are several stages in a revolution. One stage is that â€Å"the various fibers are knit together† and you have to stretch some parts while loosening the other parts. There can several analogies of a revolution. But one thing is certain, there has to be changed. Revolution is changing, and the change can be in the system, in the method and the ways of ruling. The social consequences of a revolution are not the result of the wishes and plans of those who started the revolution but by the desires of those who are in control. The American Revolution was started by only a few compared to the population at that time. It was started by a numerical minority, â€Å"just like the Viet Cong†, although by the end of the revolution, the majority of the colonists may have supported the struggle against Great Britain. The war between the Patriots and Tories resembled like the Vietnam-Vietcong conflict. The Americans sought foreig n aid instead of foreign alliance. John Adams warned that alliances would entrap America in future European wars.   For instance, the French did not want a second American invasion of Canada, and the French did not want the new United States full control of the North American continent because they had the fishing rights in the Mississippi.Wars mar the history of a nation (Morris, 1969, p. 350). The Civil War in America’s history, which marked its 150th year in 2011, tested the American spirit.

Consumer Behaviour within LOreal

Consumer Behaviour within LOreal In the latter half of the 20th century a rapid growth of the global market resulted in a significant increase in the amount of brands and products present in most, if not all, industries with a focus on the end consumers. Companies are obliged to identify the underlying aesthetic reasons for the consumption as consumers have access to numerous choices. This alteration causes a need for differentiation in order to beat the competition by offering products that not only fulfil basic needs but also add value to the lifestyle customers desire to be a part of. Such brand intangible features of the brands that do not include any explicit qualities, are vital for providing exclusive aesthetic experiences for their customers. The objective of a company is to create an image, a sign of recognition and quality (Schmitt Simonson, 1997). Positive memories created in consumers minds can provide loyalty and premium price setting in the future as people are keen to return to the brands that previously delivered trustworthy satisfaction. The expansion of benefits of a strong brand is crucial (Keller Lehmann, 2006). The company behind the strong brand may, for example, gain easier access to new markets by utilising a brand extension- the process where novel products are released under the existing brand. This strategy effectively stimulates a feeling of recognition and approval the consumer might have towards the original brand line. The professional hair care industry serve as a good example where creating an aesthetic experience plays a big part in influencing consumer behaviour. For instance, we have experienced that many styling products often serve little utilitarian purpose and are not necessarily useful from a practical point of view; nevertheless these products seem to create intangible value and significance for the user. Professional styling products are being sold exclusively in hair salons and departmental stores where a symbolic atmosphere is created. The whole buying process is shaped around generating a social interaction, impulse and feeling. As a result hair product customer is not only influenced by the companies visual output but also by becoming emotionally connected with organisational values and beliefs. People often purchase products spontaneously without any clear consideration whether a certain product is actually needed or worth the price paid. Mick DeMoss (1990), suggest that this self -gifting phenomenon is provoked by the endeavour to motivate and indulge, relieve stress or just do something nice for oneself. Paula Begoun, author of the book Dont Go Shopping for Hair-Care Products without Me (1999), explains in an interview to CBS news (2005), that wasting money is not beautiful at all and asks the question: What is sexy and attractive about rinsing money down the drain? She finishes with the statement that, There is absolutely no difference between expensive products and inexpensive products, and I say that unequivocally. Why do people buy expensive styling products although there are cheaper, easily accessible hair care alternatives? Does the answer rest in getting cleaner, shinier hair or to obtain a confirmation that individuals by using these products will feel beautiful and indeed fit in the picture organisations create? Lastly, are there winning strategies for organisations to pursue in order to beat the competition in this multi-billion industry? This essay discusses the consumer buying behaviour for hair care products. This paper also discusses how marketers address these consumer behaviours using LOreal as an example. Consumer buying behaviour Society, individuals and organisations create a never-ending cycle in which the three largely affect each other. In order to be a part of the society, people have to fulfil certain unwritten norms and communicate in a way that is widely accepted and understood by other members of that same culture (Bowditch Buono, 2005). Consequentially, individuals often base their purchases on these premises to fit in within the group. According to McCracken (1986) this is a cause for organisations to constantly redevelop their product lines in order to match the expectations in society. When this occurs, cultural norms are passed on in products. When these later are purchased the meaning is once more shifted, this time to the customer, and the continuous cultural circle of society, individuals and organisations transform once more (please refer to the figure below). Figure: Transfer of cultural meaning, McCracken (1986). Beauty is a subject which is difficult to grasp especially since it is perceived differently and related to various cultural or social norms. Beauty might be seen as a powerful tool that can help one to achieve higher ambitions which might be significant for future growth and development (Hamermesh Biddle, 1994). According to Eco (2004), the word beautiful expresses something that we are fond of, enjoy looking at. For that reason a sense of personal fulfilment as well as indulgence is created (Prettejohn, 2005). Hair styling has emerged as one of the key fashion points in recent years as individuals, particularly young consumers realise that styling hairs in a trendy manner has an impact on peoples perception of their fashion sense. Hair styling is particularly interesting for consumers because hairstyle is one aspect of appearance which can be set in different styles as compared to rest of the face which the individuals can do little about except for wearing makeup. Aesthetics is defined by Berthon, et al., (2009) as a science of perception that relies on our ability to distinguish value or significance in the object of interest and thereby develop taste. In advertising beauty is produced by aesthetic images and symbols which are interpreted by consumers (Vacker, 1993). For that reason, as Schmitt Simonson (1997) state, aesthetics can be used as an influential tool for organisations to differentiate their products with. However, emotions can be easily abused by organisations and hence produce a false view of the scientific truth (Jensen, 1999). For instance, illusions can be formed by companies, that state that certain products are better than others and that customers gain more for the money they pay. As a result the companies will neglect the truth as long as consumers are convinced that the information is correct. Jensen discusses the problem further by claiming that a false rationality is eventually created in order to justify the purchases made. There is extensive scientific documentation that aesthetic experience undoubtedly affects consumer behaviour in several ways (Berthon, et al., 2009; Hirschman, 1983). Further, by using experiential and sensory marketing strategies (Schmitt, 1999), closely studying consumer attitudes and preferences (Gupta, et al., 2008), creating symbolic (Levy, 1959) and emotional (Bauman, 2001) values organisations can produce a luxurious and overpowering feeling of desire (Belk, et al., 2003) that hopefully end in both increased profits and improved consumer value. Thus, it is essential for organisations to identify what consumers desire, often before they actually know that themselves, and use the marketing strategies to enhance that desire. LOreals marketing strategy involves using attractive models with different hairstyles; Using these models LOreal creates a false perception among consumers that using LOreals products will make them look like the models. LOreals models use extensive makeup which highlight the fact that LOreals consumers are very sensitive about their appearance and may use lot of make up as well. Another key aspect of LOreals marketing strategy for hair care products is using models with different skin colours. This could be a strategy to improve the aesthetic appeal of LOreals hair care products. One key aspect of LOreals marketing strategy is to advertise a single shade of a hair colour. For example; when it advertises red hair colour, all the models in the advertisement will be wearing different shades of red hair colour only. 2.1 Emotional experiences Franzen Bouwman (2001) state that individual perceptions and memories are linked to emotional reactions. The cognitive part of the human brain reflects, analyses and makes decisions, the emotional part of the brain, on the other hand, reacts spontaneously on the perceived external stimulation. When a person is exposed to new information the brain has to make a choice whether or not, or to what extent he has to pay attention. Emotional experiences are actual impulses that cause human behaviour and it is possible to identify two types of recollections of emotional experiences; implicit and explicit emotional experience (Franzen Bouwman, 2001). People perceive most marketing unconsciously and superficially but they are still influenced by it in the future purchasing behaviour. As a result a perception of the brand can be seen as unconscious and implicit unless it has already been connected to concrete experiences which have led to explicit cognitive recollections (Franzen Bouwman, 20 01). LOreals marketing strategy is to market LOreal as a wholesome brand rather than as individual product lines which means that when consumers actually decide to purchase any product they are likely to remember LOreal brand. Through a multi-sensory experience, created by sensory perceptions, people respond to external stimulations as well as they react to emotional images which are either consciously or unconsciously. This creates possibilities for hedonic consumption which is, as explained by Hirschman Holbrook (1982, p. 92), a phenomenon that: designates those facets of consumer behaviour that relate to the multi-sensory, fantasy and emotive aspects of ones experience with products. It is essential for companies to identify the symbolic meaning of consumer goods which are increasingly becoming a part of our consumer identity and image. Symbolic meaning of hair care products such as hair colour is to give the hairs a colour which matches the personality, mood, occasion and the rest of the attire. This is often witnessed in case of air colour advertising by LOreal as often the products are advertised using models who are wearing the clothing and makeup which matches the hair colour. Thus, LOreal tries t o symbolise hairs as one part of the body which needs to be dressed like rest of the body to make the look complete. For hair care products, LOreals marketing strategy is to highlight the hairs as the most important part of the looks. This is often done by highlighting the hairs so that everything else looks meaningless (as is evident from some of the advertisements shown below): All these advertisements highlight hairs as the main part of the look. By highlighting the hairs as the most important part and noticing that it is possible to alter the appearance of hairs (by styling and colouring), LOreal tries to convey the message that it is possible to achieve the model looks. In other words, the highlight are the hairs which have been treated with LOreal products which means that the looks of the model in the advertisement are a result of LOreals product and hence the consumers can get the same looks if they use LOreal products. 2.2 Consumer behaviour and human needs When clarifying the consumer behaviour several authors describe purchases from a need-goal perspective (Schiffman Kanuk, 2000). With some difference in terminology they explain how a need is created for a human being, for example, a feeling of hunger or the aspiration to become an esteemed member of society. Maslow (1943) presents a hierarchy of needs and argues that the level below is always more important than the one above. The lowest level consists of what could be called innate or primary needs and higher up in the pyramid are the acquired or secondary needs. The above example of being an esteemed member of society fits into the second highest of these levels labelled esteem). Figure: Maslows pyramid. The levels represent different parts of the hierarchy. Needs work as motivation to reach a goal that can be generic or product-specific (Schiffman Kanuk, 2000). A generic goal to cleaner hair would be shampoo; a product specific goal would in turn be shampoo from one of the various brands in the market. LOreals marketing strategy targets both. For example, for hair colouring products, the generic strategy can be good and trendy looks while the product specific strategy can be to market LOreal hair colour products. LOreal extensively uses its brand name in marketing LOreal products 2.3 Marketing Gagliard (1996) explains that when the object is being experienced in a physical, tangible reality it is acknowledged through sensory experiences. Organisations can, in this context, be seen not only as physical settings that produce products but also as a brand with the capacity to nourish and promote peoples senses. Artefacts can be defined as a form of message, existing either independently of its creator, or being perceived by the senses. Through these, organisations can contribute to promoting their goals. According to Franzen Bouwman (2001) a brand can be defined as a sign or a symbol of recognition in form of logos, labels, names and colours which evokes associations in people and is commercially linked to saleable goods and services. It is a source of value to both consumers well as the companies. By maintaining a strong brand firms achieve loyalty and steady future sales. LOreal invests significantly in advertising LOreal brand. In fact, the brand LOreal is highlight of almost all marketing communications that the firm undertakes irrespective of the product. By highlighting the name LOreal experts the firm aims to send a signal that it is expert and hence trustworthy at producing the particular product. LOreal also uses the word Paris in its branding; this is to associate LOreal with Paris, the Meccah of fashion. Associating a brand with Paris automatically symbolises a high end fashion product and this strategy is wisely used by LOreal to influence its customers who may exhibit d esire for French fashion. Around the very core of the product there are a more or less equally valued attributes. Not only is a shampoo a hair-cleansing device but there are several other aspects that are taken into consideration during the creation process. Such attributes include quality, design, package, colour, smell and much more. LOreal packs its products in high quality packing with glossy covers. There is also product specific packing; for hair colours the packing will contain the face of a model with the same colour as the one in the pack. This is informative packing as LOreal aims to educate the consumer about how the hair will look after colouring using that particular colour. This is often done to reduce customers disappointment; for example, if detailed picture is not given, consumers may use the colour only to find that it does not look the way they hoped it to and this may lead to divorcing the brand altogether. To avoid this, LOreal, or in fact most of hair colour manufacturers provide an imag e of a model with the same hair colour. Gardner Levy (1955) define the brand as more than a label, established to distinguish the company from its competitors. Instead they view it as a symbol which makes up a complicated net of various attributes which are sent out by the company. Later these are interpreted and re-valued by the customers and results in an overall public image. For the company, the feelings and attitudes the customers have towards the brands are essential not only to promote and sell any current products but also to attempt to launch new products under the same brand umbrella. This view of the brand as a symbol that creates awareness, loyalty and associations has later become known under the summarising definition brand equity (Kotler, et. al., 2005). As Franzen Bouwman (2001) puts it, brands that succeed in strategically linking emotions to them are generally connected to products that have something to do with these emotions. In other words, when the emotional response reflects the brand and also the very product itself, the brand-owner has succeeded in what all companies seek to do today, to create a unified message to the consumer. 2.3.3 Sensory marketing Consumers respond to the overall product or service characteristics, both tangible and intangible, produced by a total product offering. Through sensory marketing, appealing to the consumers through smell, music, design and taste, companies not only differentiate their image and create a strong identity but also construct an overall satisfactory personal experience. The figure below shows how the bodily senses; either separately or in a combined way, creates an experience and reaction from the consumer. Figure: Senses attributing to a combined customer experience, Hultà ©n et al. (2008). For example, the sight sense comes through the visual images such as product design, packaging or particular style. It is essential for people who consume the final product to make sure that they can see the product of interest. LOreal achieves this by providing the customers wit the image of a model wearing the same hair colour as the one in the pack. Kotler (1973) suggests that the key factor is actually the place, or in other words the sensory quality of the space in which the product or service is purchased. In some cases it is more influential than the offering itself and can overrule the primary product.. The right atmosphere does not only draw potential customers but also send a message about its position or status and therefore increase the probability for future purchases. The importance of the possibility for a purchase and the atmosphere is presented by Kotler (1973) below: Figure: The Casual Chain Connection Atmosphere and Purchase Probability, Kotler (1973). The place aspect of advertisement is addressed by LOreal by selling its products through departmental stores and hair salons. 2.3.4 Experiential Marketing This theory states that consumers are viewed not only as rational decision makers, concerned with functionality and personal benefits, but as emotional human beings, willing to achieve something extraordinary, for instance a memorable and enjoyable experience (Schmitt, 1999). This is a strategy often used by LOreal who aims to market the message that by using its products it is possible to achieve model looks. As mentioned earlier, this is done by highlighting the hairs in the marketing images to suggest that hairs the most critical aspects of particular models looks and that the looks of these hairs is because of the marketed LOreal product. In other words, use this particular product and you can look the same. By generating the uniqueness effect and selecting certain attributes that purchasers value, organisation are awarded with premium price which exceeds the extra costs required for the differentiation (Porter, 2004). Figure: Difference in price consumers are willing to pay for professional and retail products. The figure above shows the price difference in products which consumers are willing to pay. The question mark represents the unknown factors that enable consumers to buy professional hair care products at such a high price compared to retail alternatives. LOreal hair colour products are in mid to expensive range and cost more than many of its rivals. These products may be strategically priced a bit high to increase their symbolic value. For example, if hair care products are priced to low, consumers may perceive the product as low standard. Raising the prices Too much would have an impact on the consumption level; consumers will either not buy or will not use the product that frequently. The problem with the latter is that if the consumers tend to become satisfied with their looks without using these products, they might stop the consumption of these product altogether. It is important for these firms to maintain the desire for these products and hence products are priced to stimulat e consumption. Conclusion In conclusion LOreal uses it marketing strategy according to desire aspect more than anything else. It selects the targeted consumer segments and addresses the desires of this consumer segment by using appropriate marketing signals. LOreals marketing strategy involves proving to the customers that it is possible for them to achieve the same looks as the models in its advertisements by using LOreal products. 2,968 Words