Prevention And Intervention Of Adolescence Alcohol Abuse Social Work Essay Essay Example

Prevention And Intervention Of Adolescence Alcohol Abuse Social Work Essay Essay Alcohol, drug, depression, sexual behaviour, these jobs are interact by each other which impose an highly negative influence on modern-day young person. Apparently, different states have their ain concrete state of affairs and typical phenomena. In the paper, I would wish to discourse some effectual and utile bar and intercession attacks depending on Hong Kong. There are different theoretical accounts of intoxicant intervention such as cognitive behaviour theoretical account, medical theoretical account, biopsychosocial attack and so on. Different intervention and intercession program has different focal point and characteristic. Just like instruction plan, a sort of prevalent attack which applied in bar phases, people hold different version. The instruction plan is uneffective and has non offered utile cognition and accomplishments to chair and cut down the intoxicant ingestion. ( Collins A ; Keene, 2000 ) . Collins and Keene stated that that while degrees of cognition can be increased, supplying information on intoxicant issues and jobs does non take to behavior alteration . ( 2000, p.97 ) On the other manus, some research workers think instruction plan is necessary especial in bar phase. Prevention phase are ever related with instruction , which provide utile information and cognition to alarm people remain off from drugs and assist them do a accurate determination when confronting intoxicant and drugs. ( Akers, 1992 ) We will write a custom essay sample on Prevention And Intervention Of Adolescence Alcohol Abuse Social Work Essay specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Prevention And Intervention Of Adolescence Alcohol Abuse Social Work Essay specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Prevention And Intervention Of Adolescence Alcohol Abuse Social Work Essay specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Besides the instruction plan, cognitive behaviour viewed as an effectual and utile attack. Cognitive behaviour attack is the most appropriate attack for societal workers. Because in the attack, there are tonss of accomplishments and methods belong to the societal work s repertory and it stress the duty, value, authorization of clients. ( Collins A ; Keene, 2000 ) .Ray and Ksir ( 1999 ) stated that Some behavior-management attacks have accepted controlled imbibing as a desirable result and have attempted to learn methods that will copy intoxicant intake. ( P.257 ) . Ray and Ksir argued that behavioural attack can learn clients get bying accomplishments. Some behaviours are taught in bar plans, moreover, healers besides help clients to concentrate on high hazard state of affairs and learn them how to acquire through the hard times. ( 1999 ) . Gorgulho and Tamendarova figure out a new attack called societal norm selling.they stated that it is a comparatively effectual in diminishing utmost imbibing and it stress on equal norms and force per unit areas. Social norm selling apply assorted formal and informal manner to offer accurate information of imbibing forms to those immature people, which can extinguish misconceptions and cut down utmost drinking. ( 2008 ) . Besides, brief intercession and circle of alteration theoretical account are mentioned often in many governments. Brief intercessions are suited for immature intoxicant maltreaters because these immature extreme drinkers ever think the intoxicant ingestion is elementary and no necessary to seek aid. Brief intercession can be a critical first measure in intervention since it provides advice, appraisal and referral. ( Gorgulho A ; Tamendarova, 2008 ) . Cycle of alteration theoretical account is a practical measure to assist cut down drug maltreatment. It focus on seeking the trigger that lead to drug maltreatment, and understand the hazard state of affairs which can supply effectual backsliding bar schemes and offer self-talk. ( Dominelli,2009 ) . Prevention attack can assist underage adolescence stay manner drugs to some extent. Spruit stressed that traditional bar plan aimed at bettering pupils behaviour accomplishments such as learning them how to get by with peer force per unit area and do accurate determination. Secondary bar besides called injury decrease, which used by healthy attention sector and societal attention sector ; assist forestall wellness deteriorating in the hereafter. ( 1998 ) . Beside these effectual and professional theoretical accounts and attacks, societal workers should see the intervention environment and household environment of clients during the whole bar and intercession procedure. To the minor striplings who are alcohol abuser, most of them are vulnerable and down, so they seek solace from intoxicant. When confronting this sort of clients, a safe and trustworthy environment is critical. Muisener argued that when confronting to the clients who have been alcohol abuser or intoxicant victims, societal worker should supply a safe environment. ( as cited in Collins A ; Keene, 2000, P.103 ) . societal workers can smooth relationship -building, particularly in the formation of societal networkers that can give people a feeling of being valued, appreciated and belonging to a broad circle of people. ( Dominelli, 2009, p.121 ) Actually, non merely the intervention environment is of import to the adolescents, their household milieus besides influence their behaviour and emotions. Due to tonss of immature drinkers are influenced by household and equal group in school, so school-family plans seem utile and effectual. The plan aimed at bettering the household working to forestall imbibing jobs by household member and adolescence. ( Gorgulho A ; Tamendarova, 2008 ) The state of affairs in Hong Kong: Actually, the intoxicant maltreatment job among adolescents in Hong Kong has its ain features such as alone cultural background, public attending, the ground of household and equal influence and so on. All the clip, intoxicant imbibing is viewed as a prevailing amusement and single life style and has non being viewed as a serious societal job. From my point of position, the intoxicant cultural is playing an of import function in the whole societal activities. Peoples will hold a drink after work to alleviate force per unit area. Peoples besides will imbibe alcoholic drink when some happy events or jubilations go oning. Lou and Shek stated that in Chinese civilization, people ever drink when they meet friends or holding household assemblage. Because these societal -oriented grounds, tonss of adolescents begin to imbibing. ( 2006 ) . In Hong Kong, the adolescents intoxicant maltreatment is ever associated with five psychosocial factors. They are academic public presentation, temper, attitude, household attitude and organized condemnable groups engagement. Further, Lou and Shek suggested that intoxicant maltreatment brings about many negative effects to adolescents. The influence include behavioural job such as combat, sexual behaviour after rummy, take parting in offense organisations and so on ; healthy job such as liver or tummy hurting and household struggle. ( 2006 ) . Therefore, the intercession and bar program should be established from the five positions. My bar and intercession program: Harmonizing to the specific state of affairs in Hong Kong, I suggest the prevention/ intercession program pay more attending on adolescents psychological state of affairs, populating and analyzing environment. Because of both of them are the most important elements which influence the hereafter development of adolescence. At the beginning, although there are tonss of arguments about the effectivity of instruction plan, I still see instruction plan is a critical portion, particularly in the phase of bar. Actually, how to use instruction plan to better adolescents consciousness is important. The accomplishments, methods, techniques will find whether the plan is effectual or non. Prevention program: To those adolescence that neer drink intoxicant before, the bar program should concentrate on two parts: instruction and communicating acquisition. Education plan: Education plan can supply them current way and utile information. Adolescence is an of import period which imposes a important influence on a individual s whole life. During the period, kids ever full of wonder, and like seeking something disputing and experient alteration in both mental and physical development. At this clip, as a societal worker, we should give more advices and pay more attending in instance of them go astray. However, in the instruction plan, we should offer appropriate advice, if we emphasize do non imbibe to much, it will convey approximately negative effect. For illustration, most adolescents at this age are rebellious and they view imbibing intoxicant as a cryptic escapade and seek it in secret. Therefore, in the instruction plan, those sorts of deadening talks possibly uneffective, I suggest societal workers should utilize several vivid signifiers such as movies or existent experience to exemplify the negative consequence caused by intoxicant. Communicating A ; larning workshop Social workers can join forces with school instructors and staffs to form some activities to assist pupils understand and acknowledge the disadvantages of utmost imbibing. For illustration, ask foring school pupils visit several establishments which help bring around intoxicant maltreaters. After sing, societal workers can promote them hold a treatment or compose a contemplation to depict their ain feelings. By this method, adolescents can grok hazard of utmost imbibing and organize their ain sentiment instead than accomplish sermon passively. Intervention program: To the adolescence who is of all time alcohol user or current intoxicant user, the focal point of attack is different from bar program. Intervention program emphasize amending the behaviour and assist them retrieve every bit shortly as possible in both mental and physical wellness. Appraisal Those adolescents who are utmost imbibing in Hong Kong are ever associated with similar psychosocial correlativity. Some of them are influenced by equal group, some of them are lack of household support and corsets in an unsupervised state of affairs which lead them seek solace from intoxicant. Merely understanding the grounds and triggers behind, we can happen out sound schemes to assist them. The appraisal should include person s household background and state of affairs, person s drink form and their perceptual experiences about intoxicant. From the appraisal, societal workers can get person s accurate information which facilitates set uping following program. Family-school attack From the five psychosocial elements associated with adolescent intoxicant maltreatment in Hong Kong mentioned above, we can happen that Adolescents are easy influenced by their household members and peer schoolmates. From the position of household, societal worker should pass on with the client s parents on a regular basis and happen out the disadvantage of the household operation and parenting form. Then give them advice and inquire the parents to care about their kids more often. From the position of school, societal workers can corporate with instructors and staffs to place the triggers of intoxicant maltreatment like academic emphasis, hapless relationship with schoolmates and so on. And assist them acknowledge the bad state of affairs and effect. Bettering intervention environment Tonss of adolescents are less likely to seek professional aid to cut down their alcohol addiction. On the one manus, a portion of them view intoxicant is elementary, on the other manus, they ever feel vulnerable and incapacitated, they are fear to confront their psychological job. Therefore, societal worker should supply a trust and safety environment. At the beginning of the guidance plan, we can state clients we will maintain secretiveness of their basic information and give them more support and encouragement. Relaxation accomplishment preparation There must be some ground lead to people particularly adolescents addicted in intoxicant. And depression, anxiousness and emphasis these sorts of emotional reactions are frequently involved with the intoxicant maltreatment. During the intercession program, societal workers can use some relaxation accomplishments to assist adolescent quiet down. Helping them release and cut down emphasis and modify their temper. By the method, we can extinguish their tenseness and assist them remain off alcohol measure by measure.

Free Essays on Traveling

Title: The Road Not Taken - an analysis "Do not follow where the path may lead... Go instead where there is no path and leave a trail." -Robert Frost Everyone is a traveler, choosing the roads to follow on the map of their continuous journey, life. There is never a straight path that leaves one with but a sole direction in which to head. Regardless of the original message that Robert Frost had intended to convey, his poem, "The Road Not Taken", has left its readers with many different interpretations. It is one’s past, present and the attitude with which he looks upon his future that determines the shade of the light that he will see the poem in. In any case however, this poem clearly demonstrates Frost’s belief that it is the road that one chooses that makes him the man who he is. "And sorry I could not travel both..." It is always difficult to make a decision because it is impossible not to wonder about the opportunity cost, what will be missed out on. There is a strong sense of regret before the choice is even made and it lies in the knowledge that in one lifetime, it is impossible to travel down every path. In an attempt to make a decision, the traveler "looks down one as far as I could". The road that will be chosen leads to the unknown, as does any choice in life. As much he may strain his eyes to see as far the road stretches, eventually it surpasses his vision and he can never see where it is going to lead. It is the way that he chooses here that sets him off on his journey and decides where he is going. "Then took the other, just as fair, and having perhaps the better claim." What made it have the better claim is that "it was grassy and wanted wear." It was something that was obviously not for everyone because it seemed that the majority of people took the other path therefore he calls it "the road less travelled by". The ... Free Essays on Traveling Free Essays on Traveling Title: The Road Not Taken - an analysis "Do not follow where the path may lead... Go instead where there is no path and leave a trail." -Robert Frost Everyone is a traveler, choosing the roads to follow on the map of their continuous journey, life. There is never a straight path that leaves one with but a sole direction in which to head. Regardless of the original message that Robert Frost had intended to convey, his poem, "The Road Not Taken", has left its readers with many different interpretations. It is one’s past, present and the attitude with which he looks upon his future that determines the shade of the light that he will see the poem in. In any case however, this poem clearly demonstrates Frost’s belief that it is the road that one chooses that makes him the man who he is. "And sorry I could not travel both..." It is always difficult to make a decision because it is impossible not to wonder about the opportunity cost, what will be missed out on. There is a strong sense of regret before the choice is even made and it lies in the knowledge that in one lifetime, it is impossible to travel down every path. In an attempt to make a decision, the traveler "looks down one as far as I could". The road that will be chosen leads to the unknown, as does any choice in life. As much he may strain his eyes to see as far the road stretches, eventually it surpasses his vision and he can never see where it is going to lead. It is the way that he chooses here that sets him off on his journey and decides where he is going. "Then took the other, just as fair, and having perhaps the better claim." What made it have the better claim is that "it was grassy and wanted wear." It was something that was obviously not for everyone because it seemed that the majority of people took the other path therefore he calls it "the road less travelled by". The ...

Firm expansion in the U.S Essay Example | Topics and Well Written Essays - 500 words

Firm expansion in the U.S - Essay Example The company lacks experience selling outside its regional comfort zone. A strategy that could help the company quickly penetrate other US markets is to formulate a strategic alliance with a competitor. The competitor should be a medium to large size firm that has an established network of distribution across all parts of the United States. This option can help the company increase sales volumes, but the profitability of the firm will be lower because the partner has to get his cut of the earnings. The strategic alliance deal should be negotiated in a manner that the company does not give up too much of its profits. Offering an equity participation in the company can persuade the partner to get a lower margin of the profits. A second strategy that the company could implement to expand its sales though out the United States is the implementation of an aggressive online marketing strategy. Ecommerce in the United States in 2010 reached sales of $153 billion (Plunkett Research, 2011). Th e company has a lot of good products that could be very attractive for online customers. A way to increase sales is by getting a freelance workforce to help increase the sites traffic and sales.

Business plan Essay Example | Topics and Well Written Essays - 1750 words - 3

Business plan - Essay Example a leading bank in the United Kingdom which offers start-up loans to the tune of  £ 25000.00 for young self-employed people who intend to start a business. We have applied for the same and are eligible for the loan. We shall be using these funds for initial start-up expense as well as carrying out day-to-day expenses. This loan will be for the period of 1 year after which we intend to request the bank for an overdraft facility1 (HSBC.co.uk, 2013) I like to believe that I’ve reached a stage where I can’t let ANYTHING outside my own self responsible for my negative states. Nothing in the external environment is 100% negative. Every situation, however bad, has it’s lessons n gifts. It’s up to me to make use of any circumstance in a beneficial way We are under negotiations for the purchase of a commercial property located at 12, Regent Street, Leeds, LS6 (RIGHTMOVE.co.uk, 2013). This property will cost us  £ 4,50,000. We intend to carry out further renovation and interiors to the tune of  £ 2,50,000. The property is located is front-facing to the main road leading to Headingley Stadium and has immense potential for a restaurant business. Ensure the building is classified under class A3 category which involves use of sale of food or drink for consumption on the premises (UK Statutory Instrument 1987 No. 764, Town & Country Planning Order 1987). Agusto’s is planned to be a casual restaurant-cum-lounge targeting the varied class of people staying in Leeds. Leeds also happens to be a student city; From our research we found that people aged between 17 to 25 visits a restaurant every weekend. One of our main objectives is to provide nutritiously high-value meal at a comparatively low cost. Marketing Budget: We intend to allocate about 2 % of the start-up cost for the purpose of marketing. We mostly intend to depend on word-of-mouth publicity. We will be spending most of our budget on print media and discount coupons. We intend to do our advertising in the

Why do constructivists believe that identity matters Do you agree Essay

Why do constructivists believe that identity matters Do you agree Critically evaluate - Essay Example It is with this respect that Constructivism as a theory tries to explain how humans learn and construct their knowledge and understanding of their environment. Checkel (1998) found that knowledge acquisition is a continuous active process whereby learners tend to construct or develop ideas which are normally based on their previous and current knowledge. In order to make decisions, learners depend on cognitive structure to formulate hypothesis and come up with decisions based on the selected information. Klotz and Lynch (2007) described cognitive structure as a mental structure that gives a learner’s experience some organization and meaning. Although learners always come across new experiences, constructivists believe that an individual possesses internal power to give meaning to their new experiences (McGrew, 2011a). McGrew (2011b) further argues that the power resides only within an individual and not within the institution that surrounds them. Alexander Wendt’s theory of constructivism is based on the identity concept of an individual in the process of knowledge acquisition (Checkel, 1998). Identity being the core concept of Constructivism theory, Price and Reus-Smit (1998) defined it as an aspect that uniquely distinguishes an individual from the rest. An aspect that an individual tends to take pride in and which more or less cannot be changed. Checkel (1998) found that identity is influenced by the learner’s background and cultural origin, since people adapt what they come across in the society they are raised in. In this regard, society plays a major role in molding up an individual’s identity because learners build up knowledge based on their perspective of the experiences they encounter. Finnemore (2011) states that it is also necessary to put into account the cultural background of an individual in their process of learning since it helps in shaping out the knowledge that they create. Due to the diversity of cultures, individuals tend to

Consumer Decision Making Model

Consumer Decision Making Model The consumers decision making model deals with the process of consumer decision making. This model consists of three stages the Input stage; the Process stage and the out put stage. The input stage can be broadly categorized into Firms efforts and Socio-cultural Environment. The firms efforts relate to the firms marketing mix, i.e. Product, Promotion, Price, Channels of Distribution, People and Physical evidence. This stage involves the activities the firm undergoes to sell their products. Socio-cultural environment on the other hand is the environment of friends, family, society, culture and sub culture that surround a consumer. The input stage affects a consumers decision making. The decision-making is the second stage called process. In this stage the consumer does him pre-purchase research and evaluation based on the firms efforts and socio-cultural environment. The firms efforts and socio-cultural environment influence a consumers psychological field. The psychological field consists of Motivation, Perception, Learning, Attitude and Personality of a consumer. This stage also evaluates the past experience of the consumer. The final stage in the consumer decision-making is the Output stage. This stage is concerned with the actual purchase, repurchase and the purchase evauation. Cognitive View Cognitive View explains decision making from the thinking problem solvers perspective. According to Cognitive view, decision-making is an emotional or reasoning process, which can be rational or irrational and can be based on explicit assumptions or tacit assumptions. The most important characteristic of this view is that, a consumer is in pursuit of information until a satisfactory solution is found. Once the satisfactory solution is found, the process of collecting information is terminated. Problem solving view defines a consumer who lies between the two extremes of passive and economic view. It is believed that a consumer cannot have all the knowledge of all the alternative products. Hence the consumers decisions are not perfect. But nevertheless the consumer actively seeks information and attempts to make satisfactory decision. In a cognitive view, the consumer has a predefined goal. The next step is action plan or way to achieve the goal. The third step is implementation of this action plan and controlling it. The final step is attainment or failure of Goal. Consumer Decision Making and Cognitive Learning. As defined earlier, the first step in any decision-making is a need reorganization or goal. A consumers cognitive learning is related to pre-purchase search and evaluation of alternatives. For example, if a person is looking to buy a car he will first decide what features does he want in his vehicle. Whether his first preference is safety or performance. Based on this evaluation he will evaluate various car models available in the market. The consumers psychological field will come into play once he has identified his goal. The cognitive learning combined with attitude, personality and previously will form a perception in a consumers mind. This perception will thus motivate a consumer make a purchase decision. Marketers Efforts A firms marketing efforts play a very important role in influencing cognitive learning process. Over the years the marketers has provided the consumers with information to make them believe that they have sufficient knowledge and thus spur the decision making process. The best example of this can be seen as the Free or Sale adverts. These adverts convey that something is free or there is a sale on. This Free or Sale sticker on the window display of store is enough to attract the consumers inside the store. Marketers have used Promotional Model and Diffusion of Innovation to influence the consumers cognitive learning. The promotional model focuses on Attention, Interest, Desire and Action. The Sale sign is to attract the costumers attention. Up to 50% off written under the sale sign is to create interest. Store design and reduced prices to instigate the desire and marketing campaign to cause Action. There is silent need of a consumer to buy clothes. The moment the consumer comes across the Sale sign, the final piece of information is received that instigates action. The marketers over time introduce new technology and new products, using the Innovation Diffusion, to affect the persons cognitive learning and thus drive sales. Various automotive companies use the cognitive model to understand their customer and hence sell their cars. The purchases such as cars, which are expensive, are generally well thought out. The customers generally do a through pre-purchase research and evaluate their alternatives before making the purchase. Hence to attract these customers, the marketers promote their products with test drives, and other adverts that focus mainly on the features of the vehicles. Hierarchy of Needs It can be argued that people looking to satisfying self-actualization need may need complete information about a product. Their cognitive learning process may vary from that of those aiming to satisfying physiological, safety, social and esteem needs. But nevertheless, cognitive learning is ideal for satisfying every need on Maslows Hierarchy of Needs. The degree of information gathered might vary, but learning and information processing will be constant at each level. Passive View Passive view believes that can be manipulated by self-serving interests and promotional efforts of the marketers. To a certain extent this model can be believed to be true. But the passive model does not recognize that a consumer plays an equal role in making the purchase decision. The consumer does make pre-purchase search and evaluation before buying goods. This model can be applicable in case of B2C where the customer is absolutely unaware of good and the marketer is in position to manipulate the consumers. This is mainly evident in case of tourists. Local sellers and marketers in many places often manipulate tourists. Since the tourists have very little market and product knowledge, sales people can manipulate them. In case of B2B application of passive model is highly debatable, as business men and companies generally go through a through research and back ground check before buying their desired products. There are of course certain extra-ordinary incidents, when due to lack of time or resources B2B buyers can also be manipulated. Consumer Decision Making and Passive View In the passive view model the marketers generally use their marketing mix to influence the consumers perception, personality, learning, attitude and motivate the consumer to buy the product. Innovation Acceptance Model and Innovation Decision Model are being effectively used to influence the consumers psychological field and hence instigate the consumer to buy a particular product. Marketers Efforts Apple Inc for example, have been using the Passive view combined with the Innovation Diffusion to sale their products. They came up with Ipad in 2010 and with extensive and unique marketing mix managed to sell it well, now as of 24th March 2011; people are already queuing for the Ipad 2. It is nothing but belief in the passive model that is driving the sale of various electronic innovations in todays world. There are various other companies that make an effective use of passive view. The most notable among these are the high street fashion design labels. These retailer introduce their seasonal fashion, they popularize it using their extensive marketing campaign and sell them successfully at a profit. Louis Vuitton for example have been following a concept of retro marketing and selling their products to the customers at a high price and particular trademark design. Economic View Economic view believes in a world of perfect competition, where consumers make rational decisions all the time. In the true sense of the world this model is inappropriate as there can never be a situation of perfect competition. Besides it is also not possible for the consumer to make rational decisions all the time. Because for making rational decisions a consumer will have to be aware of all the products in the market, all possible alternatives and their features. Having all this information is literally impossible in todays fast changing world. Consumer Decision Making and Economic view The consumers economic decisions are mainly influenced by their needs, attitude, personality, cultural environment, and marketers efforts. The economists believe that the decline in price of a product will increase the demand. It is not always true. The consumers consider the price as something they have to give up for the product. So the decision depends on the need for the product. Maslows hierarchy of needs depict the security and psychological needs as a set of desires which forces buyers to focus more on food, shelter, family and safety rather than price. The attitude and personality also come into action during the decision making process. This has been clearly reflected in Maslows esteem needs. The economic view of a buyer with an attitude of self respect and esteem concentrate on their possessions. And the spotlight on the product and not the price influences their decisions. For instance, buying premium range clothes boasts the buyers esteem and attention from others. Consumers with this attitude may fall under the category of materialistic people. The economic view of a buyer depends on their personality of seeking for the potential and value of the product. Buyers satisfy their actualization needs by comparing price and quality of the product with the available alternatives. The psychological traits sets the The cross-cultural analysis reveals the fact that the benefits of products or services consumed differ from one country to another. For instance, possessing premium cars in Africa portrays ones esteem in the society. The marketers still consider that the consumers economic vision towards a product has little real life application. It is unlikely that the consumer will be aware of the knowledge of all the alternatives. The consumer with an economic view conducts an extensive decision making through comparing. So the marketers come up with tactical pricing strategies illustrating discounts and offers to motivate the stimuli of the consumers effectively. However, in B2B market it is different. The business markets have well-organized resources to attain the knowledge and the potential of the products and services. Marketers Efforts Various marketers have been using the low pricing and the economic view to attract their target market and thus increase their sales. The Pound stores in the UK and Dollar Stores in the United States of America are the examples of use of economic model. Various and frequent sales and low pricing offers by the companies to increase their sales are also examples of economic view. Primark would be an ideal example of a company that tries to make best of the economic view model. The company sells its merchandize at prices, which are lowest in the market. The quality of the products though, is not as good as other in the same market. Emotional View Emotional view believes in targeting emotions and impulse of the consumers. This view believes that there are certain feelings or emotions like joy, love fear fantasy etc attached to every purchase of the consumers A consumers is less likely to do pre-purchase evaluation and search before emotional purchase. Consumer Decision Making and Emotional View An emotional view model deals with the personality and attitude of the consumer. The emotions of a consumer attached to a particular product motivate the consumer to make a particular decision. Over the years the marketers have used emotions in the their adverts and marketing campaign to influence the personality and the attitude of the consumer. Marketers Efforts Over the years football clubs have sold their merchandize on the basis of the emotional view. The various holiday packages use emotions to attract the customers. My real-estate seller promote their homes and other properties with a tag line Your Home etc just to attract the emotional aspect to their product. The Body Shop has been using the emotional model attract its consumers. The company portrayed itself as more humanitarian than the others in the same industry, by campaigning against animal testing. Marketers have also been doing various other things with the physical evidence of their stores to attract the emotional feel. In Tesco, there is a scent of fresh bread in the bakery section. The All Saints have designed their stores with a display of old sewing machines and other cloths manufacturing goods of the old times. Hierarchy of Needs The emotional view is about satisfying the self-actualization need of the customer. It is more about doing things or buying things to feel good. But it can be argued that emotional views are also about fulfilling social and esteem needs to a certain extent. Relevance of the above views There have been various criticisms of the economic and the passive view models. These models are extremely opposite of each other. The economic model believes in the existence of perfect competition and the notion that every consumer is fully aware of all the products and their features in the markets. Whereas the passive view model believes that a consumer is fully submissive to the manipulations of the marketers and has not dominance of his own. In true sense of the world both these believes are baseless and surreal. But their presence in the world is possible in certain scenarios. The relevance of the cognitive and emotional models is justifiable. As consumers do tend to make pre-purchase evaluation as well as make decisions based on impulse and emotions. Hence the marketer should use the combination of both cognitive and emotional views to market their products. Alternative theories Freudian Freudian theory believes that an individuals personality is formed as she or he passes through various stages of infant and adulthood. It believes that consumers are initially unaware of the true reasons for buying what they buy. Freud proposed that an individuals personality consists of three interacting systems: Id, superego and ego. Ids are the primitive or the impulsive drives and include physiological needs. Superego is the individuals internal expression of societys moral and ethical code of conduct. Ego is the individuals self-conscience. These factors affect an individuals personality and hence influence his or her purchase decision-making. Neo Freudian Neo Freudian theory believes social relationships are fundamental to formation and development of personality. This theory has divided the individuals personality into three categories, i.e., compliant, aggressive and detached. The individuals with this kind of personality have different purchasing habits and behavior. Traits Theory Trait is any distinct and relatively enduring way in which an individual differs from other individuals. This theory believe that an individuals specific characteristics affect his decision making process. For example, a confident individual is more likely to buy a newly introduced product than a conservative product Marketers Efforts Marketers have used various creative adverts to attract these personality adverts. Nissans tag line Enjoy the ride is targeted toward safety conscious individuals. Nikes Just do it is targeted toward impulsive personality, whereas Mountain Dews Do the Dew marketing campaign is targeted toward the adventurous people. Conclusion There are various factors that affect a consumer, while making a purchase decision. These decisions can be rational or irrational, economy driven or emotion driven. But all these decisions are influence by a consumers motivation, perception, learning, attitude and personality. This in turn is affected by the research and evaluation of the consumer. And all these factors are further influenced by the marketing communication of the firm.

The Significance of Brown v. Board of Education Essay -- Case Review

In 1954, the Supreme Court of the United States was confronted with the controversial Brown v. Board of Education case that challenged segregation in public education. Brown v. Board of Education was a landmark Supreme Court case because it called into question the morality and legality of racial segregation in public schools, a long-standing tradition in the Jim Crow South, and threatened to have monumental and everlasting implications for blacks and whites in America. In 1951, Oliver L. Brown, his wife Darlene, and eleven other African American parents filed a class-action lawsuit against the Board of Education of Topeka on behalf of their twenty children for denying colored children the right to attend segregated white schools and sought to change the policy of racial segregation in the school district. The plaintiffs had been working closely with the leadership of the local Topeka NAACP to overturn segregation in public schools. In the fall of 1951, the parents tried to enroll t heir children in the neighborhood school nearest to their home, but they were denied enrollment in the white schools and told to attend segregated black schools. The District Court acknowledged that segregation in public education had a harmful effect on black children, but denied the need to desegregate schools because â€Å"the physical facilities and other ‘tangible’ factors† in Topeka, Kansas were all equal (Brown v. Board of Ed, 366). The District Court ruled according to the precedent established in Plessy v. Ferguson by the Supreme Court in 1896 and upheld state laws permitting, or requiring, segregation in public education. African Americans were inspired to defy laws discriminating against colored people and engage in nonviolent actions by the ev... ...ricans hope that they would be free from discrimination and given equal opportunity in all aspects of their lives. The Brown v. Board of Education case is often noted for initiating racial integration and launching the civil rights movement. Works Cited Hoffman, Elizabeth Cobbs, Edward J. Blum, and Jon Gjerde, 3rd eds. Major Problems in American History: Volume II: Since 1865. Boston: Wadsworth, 2012. Print. Roosevelt, Franklin Delano. â€Å"4. Roosevelt Identifies the ‘Four Freedoms’ at Stake in the War, 1941.† Hoffman, Blum, and Gjerde 271-73. United Nations. â€Å"1. The United Nations Approves a Universal Declaration of Human Rights, 1948.† Hoffman, Blum, and Gjerde 363-65. United States Supreme Court. Brown v. Board of Education, 347 U.S. 483-496 (1954). â€Å"2. The Supreme Court Rules on Brown v. Board of Education, 1954.† Hoffman, Blum, and Gjerde 365-66.