The theme of the wild animal and interaction between women and animals

Great Expectations Essay

Great Expectations Essay Great Expectations Essay Great Expectations Essay Writing Great Expectations essay you should not ignore the importance of keeping the standard academic format.   It means that your Great Expectations should open with an introduction followed by a detailed body and end with a concise and relevant conclusion.   Below is the short sample Great Expectations essay. If you want to have an essay written especially for you, you may order customized essay writing help. Our writers will write your Great Expectations essay in accordance to requirements and instruction provided by you.   No late deliveries and no plagiarism! writers are responsible and educated. Check our writing guide for free sample essays and term papers. Great Expectations Essay Sample The distinctive comedy in Great Expectations is the result of the multitude of collisions. The major collisions shock Pip into realizing that he is an intruder. The pervasiveness of collisionscharacters battering each other with their private languages, objects senselessly asserting themselves against each other, parts of bodies assaulting one anothercreate the real anxiety. The distinctive terror in Great Expectations comes from the discovery that the world in which Pip finds himself an intruder is not homogeneous, that the forces directed against him are infinite and infinitely different. Dickens did not sustain his comic terror to the extent of any of the more modern writers I am discussing, probably because he was much more optimistic about the possibilities for social progress. Yet what makes Great Expectations far more than a piece of social satire is that he so thoroughly interrelated the social and natural orders, showing them both to be parts of the same capricious and heterogeneous process. There is no way of telling whether Pip's nightmare is reality or his response to reality, whether it is the result of an unjust and menacing social system or whether the social system is unjust and menacing because of natural human drives. Miss Havisham, the weird goddess figure who proves not to be a goddess; Magwitch, the figure of natural and social menace who turns out to embody Fortune; Orlick, the figure of irrational evil, brought to life, as it were, by the accident of Pip's continuing good fortune; and Joe, the figure of unreasoning goodnessall collide with Pip as members of society, but they are also projections of Pip's natural desires and possibilities. Some of the most important collisions in the novel externalize conflicting inner drives, and these are related to collisions in the outer reality of Society and Nature. Pip is so entangled in and excluded from such a thoroughly chaotic world that there is no basis for distinguishing between the psychological and the physical, the individual and the social. The two-dimensional point of view is not just the conjunction of youth and age, but of perspectives that are simultaneously rebellious and adjustive. Although the story moves toward the adjustive, a deep sense of the reality he created kept Dickens at first from writing a happy ending. And even in the revised ending, written as a concession to popular taste, there is a strain of ambivalence based on the impossibility of harmony or final adjustment in the world of Great Expectations. Great Expectations Essay: Custom Writing The above sample of Great Expectations essay is written here with the hope to assist you with starting your own essay.   If writing an essay is a real challenge for you, if you do not want to spend hours researching and writing, you may freely order professional essay writing assistance at our site.   Our prices are affordable and our writers are truly experienced.   No other site is able to provide you with fully referenced and 100% plagiarism free essay!

Zoo Activity Essay Example | Topics and Well Written Essays - 1000 words

Zoo Activity - Essay Example Although the other placental mammals had a tendency to live in grasslands, marine and other environments, the adaptive niche for the primates was trees. According to the arboreal hypothesis, this provided numerous challenges and opportunities such as depth perception and binocular vision, climbing by utilising prehensile hands and feet instead of claws, varied diet resulted to omnivorous adaptation and longer life span, increased their intelligence and more elaborate social system which they required to cope with. 1. White-handed gibbon (Hylobates lar) White-handed gibbons are diurnal, natural aerial acrobats and are fairly awkward on the ground. The have long fingers and limbs, special thumbs and strong arms are specialised to the arboreal life in their forest home. Stewart and Harcourt (16-19) noted that as they swing from limb to limb they usually hook their fingers lightly over the branches. When they meet a break in the trees, they have the capability to leap to the next tree up to 25-30 feet away. Their intelligence in locomotion makes them quick and efficient when moving from feeding to escaping from predators. The morphology and behavior of white-handed gibbon With regard to its morphology, the white-handed gibbon lacks a tail and has a throat sac located beneath the chin. The average body mass for an adult is around 5.7 kilograms, and for the female it is around 5.3 kilograms.

AMRICAN Jewish Striggle Essay Example | Topics and Well Written Essays - 500 words

AMRICAN Jewish Striggle - Essay Example At the same time, those from Germany called themselves Ashkenazi Jews (Rosove 50). With the American Independence, the nation granted its citizens freedom which extended to religion. Consequently, Jews had to struggle against members of their community dissenting from their Judaic religion to join among other religious inclinations, Christianity, Atheism and secular ways of life. Jews had to withstand prejudices promoted by the freedom of worship in the United States. Starting from the 1840, American Jews struggled against widespread adoption of American models in their synagogues which threatened their long-held traditions. For example, rabbis began to merge aspects of their religion with Orthodox and Protestant American denominations as others sought to adopt the Reform Judaism (Rosove 52). When the American Civil War began, Jews also found themselves split into Southern pro-slavery and Northern anti-slavery Jews. The ensuing tensions brought anti-Semitic sentiments in America to the fore. In the armies, Jews fought to have their own chaplains until the law was amended to allow this (normally, only Christian ordained ministers occupied this role). In 1872, General Order No.1; an anti-Jewish order called for the expulsion of Jews from General Ulysses Grant’s army regiment. Protests by Jews made President Abraham Lincoln reverse the order (Sarna and Golden). Politics, particularly prior to and after World War II has presented a trying existence for American Jews. The persecution of Jews by the Stalinist regime in Russia, the Nazi regime in Germany and the Holocaust show manifestations of Jewish struggles that account for significant immigration to the U.S (Charters 24). After 1948, American Jews have fought with allegiance and political identity issues around the sense of belonging to the Zionist nation of Israel and the U.S. The Palestinian and Arab World challenge on the

Globalization Essay Example | Topics and Well Written Essays - 500 words - 14

Globalization - Essay Example s affected by it; in fact, it can be said that it undermines state sovereignty because decisions that are made have to consider their impact on international affairs (Shimko 192). An example of this is oil-exporting countries that heavily depend on the income from this product to fund their national budgets. If these countries were to act in a way which displeases the international community, then they would be forced to abandon such decisions through the placing of sanctions on their exports. Moreover, because of globalization, many countries have interests in other countries; therefore, to protect these interests, it has become necessary for the powerful to meddle in the political affairs of the weaker ones (Yang170). This has not only made the latter countries lose their sovereignty, but it has also encouraged their overdependence on more developed nations for economic aid. Cultural diversity loosely refers to the variety and differences in race, ethnicity, and class that are present in a society, state, or the world. Different races have diverse cultures or customs; for  example, in a  traditional  Mexican  wedding; there is a  distinct  ceremony  where  a rosary  or  white  rope  is wound around  the  bride  and  groom  to form a number eight.  Languages, cuisine and mode of dressing are also part of cultural diversity notwithstanding the conformity to everyday way of living by people of a certain society (Mueller 71). History profoundly determines these aspects, but they are mostly affected by the environment. This implies the people who develop the cultural resources and control access to the culture itself. While trying to achieve globalization, cultural diversity has developed since the core idea behind it is ‘speaking a common language’. This is because globalization includes transformation of a s patial organization, which in turn means wide-ranging institutional reform institutions formed with a large influence from culture. Many argue that

The No Load Circuit And Short Circuit Characteristics Biology Essay

The No Load Circuit And Short Circuit Characteristics Biology Essay The Ward-Leonard system is a conventional speed control method. It consists of a 3 phase induction machine controlling a separately excited DC generator. The DC generator in turn supplies a variable DC voltage to a DC motor. It is basically a DC variable speed drive [2]. The Ward-Leonard system is shown below in Figure 1. Figure : Ward-Leonard system setup The principle behind the Ward-Leonard system is that the DC generator can actually influence the motor to develop a torque and speed required by the load [3]. Thus the speed of the generator is directly proportional to the armature voltage applied to the DC motor [2]. The output voltage of the DC generator is controlled by adjusting the exciting voltage (field voltage), this then controls the speed of the DC motor [2]. Applications Travelling cranes Lifts Mine hoists Boring machines Table : Ward-Leonard system advantages and disadvantages Advantages Disadvantages Very wide range of speeds High cost Provides step less speed control Low over-all efficiency Experiment Apparatus 2- coupled induction machine and dc motor (as shown below in Figure 2) 4- digital multimeters (DMM) 2- Variac (Excitation field) Tachometer Figure : Coupled induction machine and dc machine Objectives of the experiment Characterise the DC machines and determine the equivalent circuits. Derive the power flow equations between the DC machines in terms of the equivalent circuits. Control the power flow between the DC machines by adjusting the field currents. Then compare the measured results with the expected theoretical power flow. Experiment procedure and setup No-load Test This test was used to determine the armature voltage. Before the experiment began the armature and field resistance were both measured. The Variac (exciter) was then connected to the field port on the DC machine. The Digital multimeter was connected to the armature port on the DC machine in order to measure the armature voltage. The DC machine was coupled to a three phase induction machine which was first turned on to run the DC machine. The setup is shown below in Figure 3. Using the knob on the Variac, increase the field voltage with an increment of 10V ( also increases) and for each case determine the armature voltage. This was done from 0V to the rated field voltage 110V. Now decrease the field voltage to demagnetise the DC machine from 110V to 0V also with an increment of 10V. Note the residual magnetism. Figure : No-Load test setup Short-Circuit Test This test was used to determine the armature current. The same procedure for the No-Load test was followed but in this case the digital multimeter was connected in series in the armature port in order to measure the current. Using the knob on the Variac, increase the field voltage with an increment of 10V and for each case determine the armature current. This was done from 0V to the rated field voltage 110V. The DC machine was demagnetised from 110V to 0V also with an increment of 10V recording the armature current. Ward Leonard experiment This setup was used to determine the power flow between the machines. The two coupled machines were connected together as shown below in Figure 4. A coupled machine is shown in Figure 1. The coupled machines were connected together through the armature. The positive terminals of the armature were connected together and the negative terminals were connected together. A digital multimeter was connected in between the positive terminals of the armature in order to measure the current. Each DC machine was connected to Variac through the field port. Both the Variac machines were turned down to 0V. The two induction machines were switched on both at the same time from the 3 power supply. The Variac knobs were both turned at the same time with an increment of 10V from 0V. This is done up until the multimeter reads 0A. The 0A was obtained at a field voltage of 110V. At this stage the second machine was left constant and the field voltage of the first machine was turned down at an increment of 10V, whilst recording the current and the speed of the machine without exceed the speed of 1502 rpm. A tachometer was used to measure the speed. After that the first machine was calibrated back to 110V, were the multimeter reads 0A. Now the first machine was left constant and the field voltage of the second machine was turned down at an increment of 10V, whilst recording the current and the speed of the machine without exceed the speed of 1502 rpm. A tachometer was used to measure the speed. After this then the practical is complete, the next step is to deduce an equation for the power as a function of excitation (field current) based on the machine characteristics. Then plot the graphs. Figure : Power flow setupC:UsersMashDesktopf.bmp Safety Do not exceed the ratings of the machines and all the other equipment. Switch off the equipment after completing the practical. Results Characterisation of DC machine Table : Armature and field resistance Resistance Before After 7.3 à ¢Ã¢â‚¬Å¾Ã‚ ¦ 9.8 à ¢Ã¢â‚¬Å¾Ã‚ ¦ 573 à ¢Ã¢â‚¬Å¾Ã‚ ¦ 542 à ¢Ã¢â‚¬Å¾Ã‚ ¦ No-load characteristics G:Machine Pracopennn.bmp Figure : No-load circuit Table : No-load test results Magnetizing Demagnetizing Field volts (V) Armature volts (V) Field volts (V) Armature volts (V) 0 0 1.6 9 10 27.8 10 35 20.8 61.1 20.5 68 30 88.9 30.1 97 40 116.8 38.2 119 50.1 141.1 50.1 148 60.6 165.1 60.1 170 70 181.9 69.5 185 80 196.2 80.4 200 90 209 90.5 211 100.2 218 100.9 220 110.3 227 110.3 227 Figure : No load test results plot The following table shows the calculated field current using the measured field resistance of 573 à ¢Ã¢â‚¬Å¾Ã‚ ¦. Table : Amperes in the field coils Magnetizing Demagnetizing Field volts (V) Field Amperes (A) Field volts (V) Field Amperes (A) 0 0.0000 1.6 0.0028 10 0.0175 10 0.0175 20.8 0.0363 20.5 0.0358 30 0.0524 30.1 0.0525 40 0.0698 38.2 0.0667 50.1 0.0874 50.1 0.0874 60.6 0.1058 60.1 0.1049 70 0.1222 69.5 0.1213 80 0.1396 80.4 0.1403 90 0.1571 90.5 0.1579 100.2 0.1749 100.9 0.1761 110.3 0.1925 110.3 0.1925 Figure : DC generator no-load characteristics Comments The graph shows the relationship between the no-load armature voltage and the field current at a constant speed of 1496 rpm. The magnetization curve is a straight line up to a field current of 0.1A, after this point the graph approaches a condition known as saturation, thus any increase in the field current does not result in an increase in the armature voltage. Consequently the demagnetizing plot is above the magnetizing plot, this is due to the residual magnetism and hence the curve begins just above the 0 mark (a little way up). Closed circuit test G:Machine Pracshortt.bmp Figure : Closed circuit diagram Table : Closed circuit results Magnetizing Demagnetizing Field volts (V) Armature current (A) Field volts (V) Armature current (A) 1.7 2.54 1.6 0.21 10.8 3.63 10.7 1.1 20.5 4.52 18.8 1.81 30.8 4.72 29.5 2.64 40 5.54 39.9 3.37 50.9 6.4 50.2 3.93 60.7 5.59 60.8 4.44 70 6.01 70.7 5.05 80 6.1 80.8 5.5 90 6.52 90 5.9 100 6.92 100 6.54 111 7.4 111 7.4 Figure : Short-circuit characteristics Nameplate Information No-load circuit calculations Figure : No-load Fitted-curve This can be written as Using Figure 10 we can use the fitted plot of the no-load saturation curve above to determine the constant. The measured speed is used. From Thus we can calculate: But in practice we can approximate the value of the torque constant Short-circuit calculations Figure : Short circuit fitted plot This can be written as As calculated above Thus by substitution Thus now we can determine the armature resistance Coupled machines (Ward-Leonard system) ) 110.1 110 0.1 1492 1491 0.205224 0.15597 110.1 100 0.15 1492 1492 0.186567 0.212687 110.1 90 0.49 1490 1494 0.16791 0.625299 110 79.9 0.86 1486 1499 0.149067 0.974303 110.1 70 1.22 1490 1498 0.130597 1.210896 110 60 1.59 1480 1499 0.11194 1.352687 110.1 50 2.03 1484 1501 0.093284 1.439179 110.1 40.3 2.45 1484 1503 0.075187 1.399974 Power flow ) 110 110 0.1 1492 1492 0.205224 0.15597 100 110 -0.83 1492 1496 0.186567 -1.17687 90 110 -1.17 1480 1500 0.16791 -1.49306 80 110 -1.56 1470 1500 0.149254 -1.76955 70 110 -2.05 1474 1500 0.130597 -2.0347 60.1 110 -2.25 1483 1502 0.112127 -1.91737 Derivation of power equation Figure : Ward-Leonard system setup Figure : Ward-Leonard system equivalent circuit Now from Figure above we expect that Where (For the generator) (For the motor) (For the generator) (For the motor) Equate equation (1) and (2) Rewrite the equation Now we observe that Let This equation remains the same, it just depends which machine is a generator and which machine is a motor. As mentioned above to determine which machine acts as a generator or motor, we look at the following sign conversion. Conclusion DC machine Characterisation The DC machine characterisation of the generator was successfully done, both the no-load test and the short circuit test were done and all the parameters were calculated. The parameter calculated include the armature resistance which was found to be 6.25 à ¢Ã¢â‚¬Å¾Ã‚ ¦ as compared to the measured and the rated armature resistance it is within range ( difference). The characterisation also helps us understand how the dc works; by using the saturation curves we can determine the point where the machine starts saturation and determine the critical resistance. We can also determine information about the machine which would normally be given in the nameplate. Ward-Leonard system and the power flow The power flow equation was successfully derived and found as the equation below The equation was derived from the Ward-Leonard system that was setup in the practical. The practical showed that the power can be controlled between two DC machines using this setup. In the practical the power flowed from the generator to the motor, this was seen through the current having a negative current flowing in one direction and a positive current flowing to the other direction. The practical was successful and it clearly corresponds to the theory. What I leaned The practical was useful in terms of helping us understand the concept of residual magnetism which is the same as in the theory. The practical was also a good representation in terms of how an elevator/lift works.

Getting Rid Of George :: essays research papers

Personal Response to Getting Rid of George Robert Arthur’s story, Getting Rid of George is a good gothic story because of it’s various examples of required gothic elements. These requirements include atmosphere, psychological state of mind, mystery, romance, and melodrama. All of these combined make this story a good gothic example. To begin, the setting, at one point, takes place at a dark secludes cabin in the mountains. Evidence of this is found when Harry describes: "It is absolutely deserted up there at this time of year." As well, the disappearance of George to everyone except Laura and Harry adds to the gloomy atmosphere. Again adding to the gloom and terror of the story is the physical exploitation of cruelty shown by Laura when she repeatedly beats George with a statuette until he lay dead on the floor. Mental exploitation of cruelty is also evident when George returns from the dead and blackmails and once again tries to ruin Laura new found life. We found clear examples of an atmosphere of gloom and terror throughout this story proving that Getting Rid of George is a well written gothic story. Along with a gloomy and terrifying atmosphere, Arthur uses the element of aberrant psychological states of mind to add to his gothic story. An example of irrational behavior is shown when Laura becomes outraged and spontaneously murders George. We thought, as well, that when Laura suffers a fainting spell is also an example of this psychological state of mind. Evidence of this is found when Arthur writes: "Harry held Laura until the nausea within her subsided." Lastly, hallucinations were also prevalent in the story as well. We thought a good example was when Harry and Laura were bringing George to the cabin to dispose of his body, Laura claims that George’s dead eye slowly opened and gave her a knowing wink. Elements of mystery were also used throughout this story. Many things were hidden or unknown. Some examples are when George walked into Laura’s dressing room disguised as part of the press. His real identity, to Laura, was unknown. Also the fact that Laura murdered George and Harry is planning to help her was kept hidden from anyone and everyone. We also found obvious secrecy and obscurity in the story as well. Laura’s past was kept as a deep secret as it would more than likely hurt her new career as an actress.

How to End a Relationship

Breaking up with someone is never easy†¦. , I know from personal experience. I recently broke up with my boyfriend of four and half years. We really just couldn’t be happy with one another fighting all the time. I really had to sit down and make the dissension it was really hard having to explaining to him that we could never be together and that it would take a while before we will be able to be friends once again. But, did you know that is a lot harder to break up with a guy than a girl.Although it has always been said that women are the sensitive ones. Some reasons are men have stronger emotions are unpredictable. Some men get angry and others beg pleading you to take them back they always you that phrase â€Å" I can change just give me another chance†. there are three simple steps to ending a relationship, such as thinking thoroughly, consulting a friend, and the break up itself, doing what you need to do to end it for good. Step one, you need to think truly h ard about how you feel about that person.You need to search yourself and ask, am I truly happy with this person, do they make me feel special. Then you need to decide on the key reason(s) why you are even doing this. Its very important to make sure your head is clear before going into anything you yourself is uncertain of. Another thing is you should never breakup with a person out pure spite or being angry, might make a mistake and regret that dissension in the morning. Step two consulting a friend otherwise known as a break up buddy.Its almost necessary to have a break up buddy, because you must be strong not to go back to your ex. If you don’t have a break up buddy or lots of friends ( things to do) then more than likely to go back to your ex for whatever reasons boredom, sex, lonely, but it is crucial to stay strong and to hold your ground. Step three the break up†¦Ã¢â‚¬ ¦It is so crucial to keep it simple especially for guys its just easier that way for them. You mu st never leave a hint of maybe, this word is dangerous because you are leaving the signal that there might still be a chance between you two.Look at like this you might just end back up with them asking yourself the same thing as you are doing now. In conclusion on how to end a relationship is thinking thoroughly, consulting your breakup buddy, and being a strong person and following through with the break up itself. But some key tips to remember one is breaking up with a person is only as hard as you make it to be, second if you understand that person and how they work then sometimes it can help make the breakup a little less horrible for the both of you.

Neuromarketing: Debunking the Myths

ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Graduate School of Business MARKETING MANAGEMENT 555 ASSIGNMENT 2 Neuromarketing: Debunking the Myths? Actual Count: 3624 (Excluding cover, contents and reference pages) Page 0 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? TABLE OF CONTENTS INTRODUCTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Neural Correlates †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Ethics of Neuromarketing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 Free will & Decision-making †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 CONCLUSION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 REFERENCES:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 Page 1 of 18 ASSIGNMENT 2: Neuromarketing: Deb unking the Myths? INTRODUCTION Neuromarketing, argues Lee, Broderick, & Chamberlain (2007) is an emerging interdisciplinary field that combines economics, neuroscience and psychology, with Neuromarketing being term just six years ago says Smidts (2002). The goal of neuromarketing suggests Laybourne & Lewis, (2005) and Smidts (2002) is to study how the brain is physiologically affected by marketing strategies and advertising. Brain activity resulting from viewing an advertisement is monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI), as shown in Figure 1, and electroencephalography (EEG) is used in order to evaluate the Figure 1 fMRI Image effectiveness of these strategies (Laybourne & Lewis 2005). McClure et al (2004) says neuromarketing studies usually measure preference between products in terms of brand familiarity or product preference. As a viewer may hold a cognitive bias in traditional marketing studies, measures such as the product preference for a particular advertisement is sometimes difficult to measure argues Schaefer, Berens, Heinze, & Rotte (2006). Walter, Abler, Ciaramidaro, & Erk, (2005) suggest in neuromarketing studies, brand familiarity and product preference have been correlated with neural activity. Further, consumer protection groups and academics view the field of neuromarketing with caution due to the possible ethical implications of designing advertisements to intentionally cause specific neurological effects (Commercial Alert, 2003). Laybourne & Lewis (2005) and Smidts (2002) says functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) are intrinsic neuromarketing are neuroimaging techniques and comprise the neuroscience aspect of the field. fMRI requires a participant to lay on a bed, with their head located inside the ring of a scanner. Researchers can measure the neural activity throughout the brain in terms of blood flow via oxygen usage by monitoring the participant? s brain with fMRI. As a contrast for this technique researchers can also use EEG equipment as it is fairly portable and light. Using numerous electrodes that are placed on the articipant? s scalp in a Figure 2 Brain Cap Page 2 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? net-like fashion, as shown in Figure 2, EEGs can measure brain activity by assessing electrical activity at the scalp. Using both behavioural responses as well as neural activations Fugate (2007) says researchers are able to use neuroimaging to monitor and conduct marketing studies of the participant? s response. Fugate (2007) explains neuromarketing as being the process that involves asking subjects to perform experimental tasks and control tasks whilst being wired to various electronic devices. Researchers are able to compare differences in the images produced during the respective tasks as the devices generate instant, colourful images of a working brain. Researchers are then able to see what parts of the brain have responded to the stimuli used (Fugate 2007). Fugate (2007) describes the mechanics behind neuromarketing, as a revolution in the marketing, however, Fugate (2007) has overlooked some critical scientific concepts, specifically the corollary nature to neuromarketing research. Nneuromarketing as a concept suggests Smidts (2002) emerged prior to the word actually being used in 2002, despite suggestions otherwise. Many studies lacked the spatial resolution to make any useful claims as to the mechanisms behind effective and ineffective advertising techniques due to limitations of neuroimaging techniques conducted in the past few decades (Smidts 2002). An example argues Reeves, Lang, Thorson, and Rothschild (1989), is their claim that in an EEG study television scenes with negative content causes activation of the frontal portion of the right hemisphere while positive messages cause greater left hemisphere activity in the frontal region. It is important to note that as only four electrodes were used (in addition to the two reference electrodes) cortical arousal was only monitored in terms of frontal versus occipital (Reeves, Lang, Thorson, and Rothschild 1989). Now days, EEG systems are much more precise and often have up to 256 electrodes to monitor brain activity. Many other studies from the same time period by Krugman, (1971); Rothschild, Hyun, Reeves, Thorson, & Goldstein (1988); Rothschild & Hyun (1990); Weinstein, Appel, & Weinstein (1980) also employ „hemisphere? activations as key findings. Nonetheless, suggest Weinstein et al (1980) it is not the fact that earlier research in „neuromarketing? has been imprecise that is of greatest importance, but rather how quickly the field has evolved over the last few years. Page 3 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Conditioning & Marketing Two methods are typically employed in neuromarketing research as means of evaluating an individual? s preference between products: product preference and brand familiarity. Product Preference Product preference comparisons involve two known brands or products, which is unlike brand familiarity. Walter et al. (2005) uses an example of male participants being asked to rate a car? s looks regardless of cost and practical requirements, given the choice between a high performance sports vehicle, a midsized vehicle and a small car. Participants ranked the sports car first, followed by the med-sized car, with the small car ranked last. Walter et al (2005) suggested the sports cars as a primary reinforcer for social dominance, representing independence, power and speed. In this example, the sports car acted as a secondary reward. Money or cultural goods are secondary rewards that reinforce behaviour only after prior learning, through associations with primary rewards (innate reinforcers including food, water, and sexual stimuli). The three main functions of rewards as outlined by Walter et al (2005) can: (a) induce positive effect, (b) induce learning via positive reinforcement, and (c) induce consuming behaviour for acquiring the reward. Sports cars are preferred, as seen from the study conducted by Walter et al (2005), as they correlate with primary rewards that we innately seek. They also represents characteristics that we perceive our culture values. Morgan et al (2002), as cited by Walter et al, (2005) say this study was also adapted from a previous study of dominance and social hierarchy involving prime mates. In short, given two identifiable products, preference will be given towards one over the other, which is due primarily to the preferred product having more reinforcing qualities in terms of secondary reinforcers we identify as being relevant at a personally level, as well as to our cultural heritage. (Walter et al 2005) Brand Familiarity Comparisons between amiliar and unfamiliar products are defined as brand familiarity (Campbell and Keller 2003). When a consumer first sees an advertisement for an unfamiliar brand Campbell and Keller (2003) suggest they feel negative uncertainty towards it as it is unfamiliar. However, repetition of an advertising message, argues Campbell and Keller (2003), Page 4 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the M yths? at low levels, decreases this uncertainty and increases the effectiveness. One way that products can earn the trust of the consumer and become more familiar, suggest Fugate (2007), is through the use of celebrity endorsements. Repeated exposures can decrease the effectiveness of the advertisement by annoying the viewer, argues Campbell & Keller (2003), so therefore advertisers must keep in mind not to advertise too much. Consumers can only store knowledge for the familiar, but not the unfamiliar, so repeated exposures for an already familiar product provides more time for the consumer to process the advertisement and their associated experiences from using the product (Fugate 2007). Consumer can become bored and even annoyed more easily for unfamiliar brands as there is less knowledge to process (Fugate 2007). Therefore, for consumers to recognise a new brand entering into the markets Campbell & Keller (2003) suggest they need to be conservative in their marketing efforts by not overdo it. More identifiable brands, such as Pepsi, are able to advertise more often with less concern of annoying their audience argues Campbell & Keller (2003). Neural Correlates A key principle of neuromarketing, suggest Damasio (1996), is that it is based on finding a neural correlates for buying consumers such as product preference and brand familiarity. As most studies are only able to monitor neural activity observationally it is important to acknowledge that researchers are only able to seek a correlate and do not induce product preference via neural stimulation (Damasio 1996). Interestingly, peer reviewed evidence has been found linking brand familiarity and product preference with the medial prefrontal cortex, says Damasio (1996). The medial prefrontal cortex (mPFC), suggest Damasio (1996), is a repository of linkages between bioregulatory states and factual knowledge. In the more specific instance of advertising , this translates into experiences and product information being linked to positive effect, via the mPFC (Damasio 1996). IMAGE 1. mPFC Studies by Kable and Glimcher (2007) point to the medial prefrontal cortex (mPFC) as the locus of interest for neuromarketing studies are quite notable. As outlined in the sports car study earlier Walter et al (2005) advise product preference has been correlated with the activation of Page 5 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? several brain regions in the reward circuitry of the brain, including the mPFC. Preference has also been correlated with mPFC activity independent of prices argues Knutson, Rick, Wimmer, Prelec, & Loewenstein (2007) and was found to be predictive of subsequent purchasing. Studies by Paulus & Frank (2003) observed when using a visual discrimination task as a control they found coinciding results when a simpler preference judgement study was conducted. McClure et al. (2004) conducted one of the most compelling neuromarketing studies. Researchers conducting a study monitored neural activity when drinking either Coca-Cola or Pepsi (see Figure 3). Using an fMRI for an experiment McClure et al (2004) had two conditions, (a) brand-cued delivery, and (b) blind taste test. When conducting a blind taste test, brain activity between the Coca-Cola and Pepsi was observed as being nearly identical. However, in the brand-cued condition, significant differences were observed in with neural activity, primarily in the ventromedial prefrontal cortex (McClure et al 2004). Figure 3 Coke Vs Pepsi The significant observation was no neural activation differences were identified when no brand nformation was provided, but when brands were identified, product preference and brand familiarity came into play with Coca-Cola being generally preferred by the participants, which caused significantly more activity in the ventromedial prefrontal cortex region of the brain says McClure et al (2004). An important aspect of the study is that no choices are made by the participant; the soft drink were given to the participants in the fMRI in small quantities; the manipulation was based when the brand was first announced; the finding was based on the activated regions on the brain as measured by the fMRI. Brand preference and previous conditioning is only demonstrated in brand-cued delivery, and only then is there significant ventromedial prefrontal cortex activation. Koenigs & Tranel (2008) in a follow-up to the McClure et al (2004) study shed more light on the paradox of cola preference. Koenigs and Tranel (2008) explain that subjects tend to prefer Pepsi over Coca-Cola, or have no reliable preference, in a blind-taste test, yet Coca-Cola consistently Page 6 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? outsells Pepsi therefore creating a Pepsi paradox. When brand information is available, CocaCola is preferred, however, when brand information is not provided, no reliable preferences can be made, which is creating the paradox (Koenigs and Tranel 2008). Cola preference was counterbalanced in the McClure et al (2004) study. Koenigs and Tranel (2008) tested predictions from previous studies by using participants with damaged prefrontal cortex. Koenigs and Tranel (2008) discovered that when patients are presented with brand information, it makes no difference on their preferences. The conclusion was this finding mirrors effects found in normal individuals participating in blind-taste tests. Gladwell (2005) suggest the strong brand image of Coca-Cola, not taste, is the reason Coca-Cola is preferred over Pepsi. Several studies have connected brand familiarity with mPFC. Schaefer et al (2006) and Schaefer & Rotte (2007) report that when comparing familiar and unfamiliar products with mPFC activity differences in neural activity are detected, which can also be connected to neurolearning literature of novelty detection in rat lesion studies suggest Dias & Honey (2002). Campbell and Keller (2003) suggest relative to behavioural principles, brand familiarity is of extreme importance to advertisers. Fear the unknown pushed consumers away, and in advertising, this fear creates uncertainty for product that results in consumers selecting a known product. For culturally familiar brands relative to unfamiliar brands Schaefer and Rotte (2007) demonstrate this as superior fr ontal activity and increased mPFC. In short, studies conducted McClure et al (2004), Paulus & Frank (2003), Walter et al (2005) have linked medial prefrontal cortex (mPFC) activation to preference judgements. Further, Schaefer et al (2006) and Schaefer & Rotte (2007) suggest mPFC can be attributed to the preference for the familiar over the unfamiliar, assuming that the consumer is going to buy a product either way (i. e. a vehicle). Preferences between the available choices in terms of their relative value, suggests Montague (2008), is the next step in the consumer decision making. Consumers can evaluate their choices by weighing the pros and cons of all the available choices (Montague 2008). Research by Sutherland (2004) shows that this process is primarily undertaken by the medial prefrontal cortex, which some have dubbed the „liking centre? f the brain. Several other areas have been implicated as key brain regions relevant to neuromarketing research, suggest Walter et al (2005), other than the medial prefrontal cortex. Some of these Page 7 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? regions include the ventral striatum, amygdala and orbitofrontal cortex, (Walter et al 2005). The ventral striatum says Knutson et al (2007), Walter et al (2005), is the reward center of the brain and has been correlated with self-reported self arousal but only as an indicator of the predicted value of the reward. This is used as a mechanism for learning as it is thought of as prediction error. The amygdale says Walter et al (2005) has also been correlated with reward intensity in neuromarketing studies, however, is commonly known for its role in processing emotional information. The orbitofrontal cortex (OFC), says Walter et al (2005), consists of mainly two regions: the lateral and medial (and is mainly thought of as a measure of preference. The medial OFC is activated by rewarding stimuli, which includes the medial prefrontal cortex. Lateral OFC activity is correlated with punishing stimuli. The use of neuroimaging is not limited to neural activation measures says Fugate (2007). For example, in terms of hormonal secretions such as dopamine neuroimaging quantitatively measure this affect (Fugate, 2007). Though the field is expanding rapidly there is much to discover in terms of neural correlates and interest to neuromarketing, suggests Fugate (2007). Ethics of Neuromarketing In order to enhance a commercial gain a major issue for research in neuromarketing is the ethical concerns of neuroimaging. Neuromarketing is nowhere near ready to allow researchers to design a marketing campaign, so addictive that overrides an individual? free will. Founded or unfounded concerns are being allayed regarding this. A consumer protection group in America, known as Consumer Alert, has filed complaints to the US federal government, as well as a US senate committee, and universities, protesting the ethics of neuromarketing. Consumer Alert believe neuromarketing as â€Å"find[ing] a buy but ton inside the skull† (Commercial Alert 2003, 1). Commercial Alert (2003, 3) claims: â€Å"Our children are suffering from extraordinary levels of obesity, type 2 diabetes, anorexia, bulimia, and pathological gambling, while millions will eventually die from the marketing of tobacco. According to Consumer Alert (2003), the rise of neuromarketing will bring an end to free will. Lee et al (2007, 202) suggest â€Å"Unfortunately, the barely concealed disdain for the idea of „neuromarketing? in the neuroscience literature is clearly based on the opinion that marketing research is a commercial activity purely designed to sell products to the public†¦ † which many Page 8 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? academics are also hesitant to embrace (Thompson, 2003). Neuroscience academics tend to focus on more medically relevant questions, though there are many journals dedicated to economics and marketing (Thompson, 2003). As such, some believe that â€Å"brain imaging will be used in ways that infringe personal privacy to a totally unacceptable degree† (Editorial, 2004b, 71). An anonymous author in Nature Neuroscience, took a similar stance, saying â€Å"Neuromarketing is little more than a new fad exploited by scientists and marketing consultants to blind corporate clients with science. † (Laybourne & Lewis 2005, 29). Neuromarketing research may help reduce the problems raised by Commercial Alert (2003). For example, Montague, Hyman, & Cohen (2004) say, by examining the differences between the brain activity of compulsive overpurchasers may help to understand why these compulsive individuals tend to spend outside of their means. In addition, it can provide useful information for how clinicians treat these disorders by looking at the correlations between buying behaviour and clinical disorders. For example, the reward circuitry of the brain and in value-based decisionmaking and the medial prefrontal cortex are quite important says Montague, Hyman, & Cohen (2004). Two significant ethical issues are present in neuromarketing research argues Murphy, Illes, and Reiner (2008), being: (a) protection of consumer autonomy if neuromarketing reaches critical effectiveness, and (b) protecting vulnerable parties from harm. To mitigate, recommendations for a „code of ethics? to be adopted by the neuromarketing industry are proposed by Murphy et al (2008). Some of the recommendations include (1) accurate representation of scientific methods to businesses and the media, (2) full disclosure of ethical principles used in the study, and (3) protecting research subjects from any coercion. Free will & Decision-making Murphy et al (2008) suggests that if neuromarketing ever does reach critical effectiveness then the concerns of Commercial Alert (2003) may not be unfounded after all as neuromarketing may infringe on an individual? s free will. The importance of neuromarketing is not restricted to neuroimaging, but also includes computational neuroscience, which is the study of quantifying the component steps that underlie a given behavioural process. Value-based decision-making, for example, can be broken down into five steps suggest Rangel, Camerer, & Montague, (2008), Page 9 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? which are: (1) identifying the decision problem; (2) weighing the possible choices; (3) making a decision based upon the evaluation of the choices available; (4) after carrying out the decision, consider the resulting consequences; and (5) learn from the decision-making process in order to make better decisions in the future. Montague (2008, 584) says, â€Å"Viewed this way, it? s easy to see why „free? choice is an unconstructive way to conceptualize the way humans choose†¦ †. Vohs & Schooler (2008) suggests that free will and the ability to manipulate perception of it have also recently become apparent. However, it has been many years, suggests Libet, Gleason, Wright, & Pearl (1983) since neuroimaging studies have suggested that neural activity does precede conscious intention, especially if it can be monitored. The decision of whether or not to buy a product is a result of from balancing the gain of obtaining the product, says Knutson et al (2007), offset by the act of actually having to purchase for the product, which is an interplay of corresponding valuations and choices. Using computational neuroscience, rather than neuroimaging, Walvis (2008), is able to connect neuroscience with common marketing principles. Walvis (2008) suggests three propositions of how the brain organises information and states, â€Å"These three propositions function similarly to the basis of an artificial neural network model, implicating the importance of what other „elements? the brand is associated with, the strength of these associations, and the sheer number of associations that are present between the brand and other „elements? in the network† (Walvis, 2008, 182). These form the basis, say (Walvis, 2008, 186) for the â€Å"Three Branding Laws†, based upon how engaging the branding environment is to the consumer, how repetitive and targeted the branding efforts are, and how personally relevant the brand? s marketing strategy is to the consumer. The stronger these pathways and connections are, the more likely a given product will be selected by a consumer. We can again quantify factors involved in choice behaviour, through the use of an artificial neural network, by using these laws says Walvis (2008). Neuromarketing can greatly improve marketing techniques when using a strong neuroscientific basis for branding, as suggested by Walvis (2008), even without the use of neuroimaging, but rather employing other aspects of neuroscience. Page 10 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? CONCLUSION Fugate (2007) suggests a revolution will soon overcome current market research as a consequence of several key implications of neuromarketing. Researchers are better able to evaluate an advertisement? s effectiveness much more scientifically, when applying neuromarketing techniques, in terms of how the ad affects the viewer? emotional state (i. e. , excitement or humour) as well as the viewer? s attention to the ad. Product appeal, suggested by Walter et al (2005) and the „sports car? study are also identified with respect to the findings with the reward circuitry of the brain. Neuromarketing was shown to be able to connect and quantify the effects of celebrity endorsements, suggested by Fugate (2007) that links the auditory and visual stimuli of the celebrity as they cause hormonal secretions in consumers that identify with the product endorsement, which can lead to a positive emotional response and feelings of trust. As researched by McClure et al (2004), logo/brand selection and emotional attachment was shown to be significant with consumers, which explained the result that Coca-Cola outperforms Pepsi. Only time will tell how much of an effect these new techniques will have on marketing success as the future implications of neuromarketing show great potential. Neuromarketing, in its current stage, is by no means adequate in determining if an advertisement is effective. Stimulating the medial prefrontal cortex does not mean that an advertisement will be effective as it is only a corollary response. The medial prefrontal cortex region of the brain is also the subject of other research studies, which include those in fear conditioning as suggested by Baratta, Lucero, Amat, Watkins, & Maier (2008), provocation resulting in eating disorders (Uher et al. , 2004), and startle responses (Day-Wilson, Jones, Southam, Cilia, & Totterdell, 2006). The field shows great promise as being the next step in market research despite the current flaws in neuromarketing research. Advertisers are likely to be more successful in making a longer lasting impression on the consumer if they took advantage to the many psychology studies that have been previously conducted as they would be better able to direct their efforts towards a target demographic. It is debatable if improved marketing capabilities are good or bad for the consumer; however, with ethics being enforced through legislation I feel we are seeing the myths of neuromarketing being debunked. Page 11 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? REFERENCES: Baratta, V. , Lucero, T. , Amat, J. , Watkins, L. & Maier, S. 2008. Role of the ventral medial prefrontal cortex in mediating behavioral control-induced reduction of later conditioned fear. Learning & Memory, 15(2), 84–87. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Campbell, M. , & Keller, L. 2003. Brand familiarity and ad repetition effects. Journal of Consumer Research, 30, 292–304. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Commercial Alert. 2003. Commercial alert asks Emory University to halt neuromarketing experiments. Commercial Alert News Release. Page 12 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? http://www. commercialalert. org/PDFs/neuromarketingrel. pdf accessed 26 February, 2011). Damasio, A. 1996. The somatic marker hypothesis and the possible functions of the prefrontal cortex. Philosophical transactions of the Royal Society of London, Series B, Biological sciences, 351, 1413–1420. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Day-Wilson, K. , Jones, D. , Southam, E. , Cilia, J. , & Totterdell, S. 2006. Medial prefrontal cortex volume loss in rats with isolation rearing-induced deficits in prepulse inhibition of acoustic startle. Neuroscience, 141(3), 1113–1121. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Dias, R. , & Honey, R. C. 2002. Involvement of the rat medial prefrontal cortex in novelty detection. Behavioral Neuroscience, 116(3), 498–503. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Editorial. 2004a. Brain scam? Nature Neuroscience, 7(10), 1015. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Editorial. 2004b. Neuromarketing: beyond branding. The Lancet Neurology, 3, 71. http://proquest. umi. com. dbgw. lis. urtin. edu. au (accessed 26 February, 2011). Fugate, D. L. 2007. Neuromarketing: a layman? s look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), 385–394. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Gladwell, M. 2005. Blink. New York: Time Warner Book Group. http://p roquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Kable, J. W. , & Glimcher, P. W. 2007. The neural correlates of subjective value during intertemporal choice. Nature Neuroscience, 10(12), 1625–1633. http://proquest. mi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Page 13 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Knutson, B. , Rick, S. , Wimmer, G. E. , Prelec, D. , & Loewenstein, G. 2007. Neural predictors of purchases. Neuron, 53, 147–157. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Koenigs, M. , & Tranel, D. 2008. Prefrontal cortex damage abolishes brand-cued changes in cola preference. Social Cognitive & Affective Neuroscience, 3(1), 1–6. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Krugman, H. 1971. Brain wave measures of media involvement. Journal of Advertising Research, 11, 3–9. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Laybourne, P. , & Lewis, D. 2005. Neuromarketing: the future of consumer research? Admap, 461, 28–30. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Lee, N. , Broderick, A. J. , & Chamberlain, L. 2007. What is „neuromarketing A discussion and agenda for future research. International Journal of Psychophysiology, 63, 199–204. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Libet, B. , Gleason, C. , Wright, E. , & Pearl, D. 1983. Time of conscious intention to act in relation to onset of cerebral activity (readiness-potential). the unconscious initiation of a freely voluntary act. Brain, 106(Pt 3), 623–642. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). McClure, S. , Li, J. , Tomlin, D. , Cypert, K. , Montague, L. , & Montague, P. 2004. Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44, 379– 387. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Montague, R. 2006. Why choose this book? : How we make decisions. Toronto: Penguin Group. Montague, R. 2008. Free will. Current Biology, 18(4), R584–R585. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Page 14 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Montague, R. , Hyman, S. , & Cohen, J. 2004. Computational roles for dopamine in behavioural control. Nature, 431, 760–767. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Murphy, E. , Illes, J. , & Reiner, P. 2008. Neuroethics of neuromarketing. Journal of Consumer Behavior, 7, 293–302. ttp://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Paulus, M. , & Frank, L. 2003. Ventromedial prefrontal cortex activation is critical for preference judgments. Neuroreport, 14, 1311–1315. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Rangel, A. , Camerer, C. , & Montague, P. R. 2008. A f ramework for studying the neurobiology of value-based decision making. Nature Reviews Neuroscience, 9(7), 545–556. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Reeves, B. , Lang, A. , Thorson, E. , & Rothschild, M. 989. Emotional television scenes and hemispheric specialization. Human Communication Research, 15(4), 493–508 http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Rothschild, M. , & Hyun, Y. 1990. Predicting memory for components of TV commercials from EEG. Journal of Consumer Research, 16, 472–478. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Rothschild, M. , Hyun, Y. , Reeves, B. , Thorson, E. , & Goldstein, R. 1988. Hemispherically lateralized EEG as a response to television commercials. Journal of Consumer Research, 15, 185–198. ttp://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Schaefer, M. , & Rotte, M. 2007. Favorite brands as cultural objects modulate reward circuit. Neuroreport, 18, 141–145. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Page 15 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Schaefer, M. , Berens, H. , Heinze, H. , & Rotte, M. 2006. Neural correlates of culturally familiar brands of car manufacturers. Neuroimage, 31, 861–865. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Sutherland, M. 004. Synopsis of reported neuromarketing studies. Neuroreport, 28, 15–18. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Thompson, C. 2003. There? s a sucker born in every medial prefrontal cortex. Nature Reviews Neuroscience, 6(3), 11-12. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Uher, R. , Murphy, T. , Brammer, M. , Dalgleish, T. , Phillips, M. , Ng, V. 2004. Medial Prefrontal Cortex Activity Associated With Symptom Provocation in Eating Disorders. American Journal of Psychiatry, 161(7), 1238–1246. http://proquest. mi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Vohs, K. , & Schooler, J. 2008. The value of believing in free will: Encouraging a belief in determinism increases cheating. Psychological Science, 19(6), 49-54. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Walter, H. , Abler, B. , Ciaramidaro, A. , & Erk, S. 2005. Motivating forces of human actions: Neuroimaging reward and social interaction. Brain Research Bulletin, 67, 368–381. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Walvis, T. 2008. Three laws of branding: Neuroscientific foundations of effective brand building. Journal of Brand Management, 16, 176-194. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Weinstein, S. , Appel, V. , & Weinstein, C. 1980. Brain-activity responses to magazine and television advertising. Journal of Advertising Research, 20(3), 57–63. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Welberg, L. 2007. Shopping centres in the brain. Nature Reviews Neuroscience, 8(2), 84-85. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Page 16 of 18

Albert Einstein3 essays

Albert Einstein3 essays When many people hear the name Albert Einstein, they say, Ooh what did he do, write a bunch of stuff on a chalkboard, prove to some scientists that he was right, and then star in a Pepsi commercial? Well, Im here to tell you that he did much more than that, (even though I really like that Pepsi commercial.) Albert Einstein was born March 14, 1879 in Ulm, Wrttemberg, Germany. Albert began his extensive studies at a school in Munich. At Munich he pursued a career in Electrical Engineering, but failed an exam and was rejected from Eidgenssische Technische Hochschule in Zurich. After failing at his original choice of schools, he went on to a secondary school in Aarau to train himself enough to be admitted into ETH (his original choice). While at Aarau he planned on becoming a teacher in mathematics and physics. As expected he did graduate from ETH in the year 1900 with a degree in teaching for the subjects of Math and Physics. He didnt however get a job right away, he, in fact, went around writing to different universities applying for one. After searching for about a year, he finally landed a job at a high school teaching mathematics. While at this school he wrote in one of his journals, I have given up the ambition to get to a University... After he went through this job, and indeed a couple more, his friend from school, Marcel Grossmann sought him out so his father could help him get a job. After a recommendation to the director of patents, Einstein held a temporary patent post, holding the title, Technical Expert Third Class. He was promoted several times over a span of about 5 years. While working at the patent office, he finished a boatload of theoretical physics publications. He even earned a doctorate on one from the University of Zurich. This paper was entitled, On a new determination of molecular dimensions. After publishing a few more papers, he began to be re...

Faith Essay Example | Topics and Well Written Essays - 500 words

Faith - Essay Example During that time, Christians who were caught and refused to commit fumie were imprisoned and subject a painful death known as â€Å"Anazuri† ( hung and bled to death over a pit ). It is through the harrowing experience of Rodriguez during his stay in Japan that he discovers the trials that his mentor has undergone. Unfortunately, even his own mentor was swallowed by pessimism. He was bitter in the end, swallowed by his own shame and guilt. In the end, he was betrayed by Kichiji-ro and Rodriguez commits the act of fumie. Being a historical fiction, the novel also relates the ties between Japan and the west because it recalls how the shoguns converted the people into Buddhism and launched a drive to expel missionaries. Apparently, the west had already begun its missions through St. Francis Xavier in 1549. The author always portrayed Rodriguez as Christ-like. His struggles of being the only Japanese in the university made him a reject, he was neither a Japanese nor French. He also contracted tuberculosis that resulted to one of his lungs removed that seemed to warn him how difficult it would be to pursue the search of his faith (Reinseima 2004 ) This was his main crisis in faith was only resolved when he met his former mentor in prison. Although it seems that every turn of his life was a block to his faith, it was only in the end that he recognized that these were not blocks at all. In fact, those struggles strengthened Rodriguez character and illuminated him in finding his faith . Moreover, his struggles like rejection, incarceration, persecution are the real mani- festations of having solid faith because despite the tribulations, Rodriguez searched for Christ. It was this unsettling silence of God that deeply troubled the main character Even at the beginning of the story, Rodriguez is already fascinated by the face of Christ. He would always wonder how Christ would look like in many situations such as kneeling in the Garden of Gethsemane. He

THTR 201 Production Response Essay Example | Topics and Well Written Essays - 500 words

THTR 201 Production Response - Essay Example Mr. Darcy is not an easy man to love and at first is graceless and stiff making Elizabeth to be prejudicially inclined to make unwarranted observations towards him. The development of this love and attraction between Darcy and Elizabeth commences with the refusal by Darcy to have a dance with Elizabeth, which would be followed, later by Elizabeth’s passionate refusal to his initial proposal at a wonderfully wet rainy scene. Though female characters dominate the play, there are strong performances by males as shown by the sycophantic Mr. Collins and the commanding and all-powerful Mr. Bennet. Mr. Collins shows in the play that all the six women from Bennet’s household will be under his command and mercy as he stands to inherit the entire estate which makes the senior Mrs. Bennet to try and find means of safely marrying off their other daughters. My three favorite characters are Elizabeth, Darcy and Mrs. Bennet as they clearly give credence to the name of the play, which is pride and prejudice. Elizabeth and Darcy are very quick to judge someone else and are proud emphasizing the human natural instinct to judge quickly on the first impression. Both the eventual two lovers have strong negative first impressions of each other and people in general and it becomes more fun when they get over their pride and come together at the end of the play. Mrs. Bennet is equally my favorite character as having known the character of Mr. Collins; she endeavors to ensure that her remaining five daughters have the best in life and would want them to be safely married off. These characters of being proud and prejudicial to others also apply to me as in most instances, I have always been proud and make perception of people even before knowing them. The major theme in the story â€Å"Pride and Prejudice† is love as it is a courtship between Elizabeth and Darcy and these two have to overcome numerous