Psych Unit IV Article Review Essay Example for Free

Psych Unit IV Article Review Essay There are so many different theories out there that try to explain why we act the way we act. How do we explain evil or hateful behavior? I just finished reading the article ‘’Prison Violence: Does brutality come with a badge?’’, written by: Bruce Gross. This article talks about being a prison guard, and how some people act when they enter this career. Would you act differently if you went from the role of the prisoner to the role of the prison guard? There have been many reports of ‘’cruel and unusual’’ punishment that is being administered by prison guards to inmates in prisons. Not only are inmates reporting this abuse, but federal authorities are also recognizing there is a problem. In 2005, the commission on Safety and Abuse in Prisons said there were 16,000 allegations of sexual and physical assault that were reported. There are also reports of abuse happening in County jails as well as in prisons. ‘’Inmates have reported being choked, kicked, punched, and hit with objects by single or multiple guards’’, (Gross, 2008). If you look back at our history, it is full of ordinary people who commit terrible acts of violence. Some people have done studies and are trying to understand why people commit these ‘’evil crimes’’. Stanley Milgram is one of those people. He was a Yale University professor, who conducted an experiment in 1961. In this experiment there were ‘’teachers’’ and there were ‘’learners. The teachers were given the power to administer a shock to the learners if they answered a question wrong. It was surprising how much the ‘’teachers’’ in the experiment would shock the ‘’learners’’ and the amount of volts that they would use without protest. Another experiment that was done to test these violent behaviors was known as the Stanford Prison Experiment. In August of 1971, this experiment was started by psychology professor Philip Zimbardo. He put an ad in the paper and found volunteers to play role of ‘’prisoner’’ and the role of ‘’guard’’. He created a prison-like environment in the basement of the psychology building on the Stanford Campus. There was some definite brutality that started to show in the guards during this experiment. Some showed more than others. After only 6 days, the experiment was shut down. One third (1/3) of these ‘’guards’’ showed sadistic behavior. There was a similar study done that was called the BBC Prison Study. This study was also shut down early. ‘’Both of these prison studies demonstrated that under some circumstances, some individuals resist going-with-the flow of group associated brutality’’, (Gross, 2008). Sometimes an individual will behave differently if they know they’re being watched. In the SPE experiment, the participants knew they were being watched by ‘’supervisors’’, and on the BBC experiment, they knew they were being watched by an audience (including family and friends). These factors may have affected the way that either group acted throughout the experiment. I know I would act differently if I knew that my mother was watching me. Some people think it’s the environment that people are in that brings out violence. Well of course it is! If you treat someone like a caged animal, eventually they will start acting like one. If a guard is told to dehumanize a prisoner, then you will probably see violence out of the guards, as well as out of the prisoners. ‘’Violence and extreme behaviors by guards against inmates have many sources’’, (Gross, 2008). In the prison studies that were covered in this article, it didn’t surprise the experimenters that ‘’good people’’ were committing evil acts when they played the role of the guards. They were more surprised and shocked that more people didn’t stand up for what was right. Even if they didn’t agree with what was happening, they just kept their mouth shut, and went with the flow. At the end of the article, Gross says, ‘’Perhaps the adage is true, that real evil exists and flourishe s when good people do nothing’’.

Heritage Conservation: Collective Memory And Urban Developmen

Heritage Conservation: Collective Memory And Urban Developmen Recently, a well-know movie Echoes of the Rainbow has once again arouse the publics awareness of heritage conservation. The government planned to redevelop Wing Lee Street as a dwelling house in order to advance the urban development. However, after Echoes of the Rainbow was filmed at that street and won the award at the Berlin Film Festival 2010, that plan was discarded. (Apple Daily) This time, the government held the totally different view point than before. Three years ago, in spite of the intense protest, the government still destroyed Star Ferry Pier, Queens Pier and Wedding Card Street for achieving more new developing areas. From my point of view, I strongly think that if the heritages can be well conserved, it can also boost Hong Kong economy. Balancing both our collective memory and urban development are the job of the government and the real purpose of heritage conservation. Preserving the heritage is very important as it has lots of advantages. Firstly, local heritage possesses symbolic meaning to the unity of a society. Undoubtedly, historical heritage is memorable to the local people in a city. (TV programmeHong Kong Story of RTHK). As urban theorist Aldo Kossi says, the city is the collective memory of the people and memory is the basis of self identity (Betty S F Ho, 2000). Local sentiments for the home city bring up self identity and the unity of a society. Destroying historical heritage could mean pulling down unity within a city since the sense of belonging is deteriorated. Keeping the historical heritage can also maintain cultural diversity for the future generations. As suggested by the Conservancy Association, heritage conservation is also a matter of sustainable development and cross-generational equity. We do not have the right to deplete our natural or cultural resource, especially if they are non-renewable, to the detriment of our future generations (The Conservancy Association, 2003). Our education system mainly focuses on logical training but this is not enough. Creativity is important for sustainable development. However, the development of creativity is not just about reading different books, but also to experience in person. We cannot count on imagination only. By keeping the historical heritage, the new generation learns that a society can accommodate different culture and also the development from the old Hong Kong to the new one. In an ecological point of view, heritage conservation is an environmental friendly act. Pulling down old buildings for renewal produces tons of waste. As pollution problem in Hong Kong is getting more and more serious in recent years, we should learn to conserve our resources when they are still useful. Renewal of the old buildings would be better for the earth and cost-efficient than pulling down them. The advantage of urban renewal On the other hand, urban renewal and buildings brings advantages. It definitely provides more land use, and there would be less need for landfill areas, which might further narrow our Victoria Harbour. As a crowded city, a more spacious living environment would improve the living quality of Hong Kong residents. People will be more happy and healthy when their living space expands. Renewal of old areas provides better living conditions for residents. According to the Development Bureau, Planning and Lands Branch of the HKSAR Government, at present there are about 9,300 private buildings in the Metro Area (i.e. Hong Kong Island, Kowloon, Tsuen Wan and Kwai Tsing) which are 30 years old and above. In ten years time, the number of buildings over 30 years old will increase by 50%. The problem of ageing buildings is most serious in older urban areas (Planning and Lands Branch Development Bureau, 2008). Old buildings do not only affect the outlook of a city, they can also be a threat to the residents safety. Occasional accidents caused by old buildings can be a proof of this. Apparently, there is an urgent need to work on this issue to avoid similar accidents. Urban renewal creates a new outlook for Hong Kong as a cosmopolitan city. Pollution problem in dilapidated urban areas in Hong Kong is rather serious, which is a big contrast comparing with the developed urban areas. To build up and sustain the Asias world city image, urban renewal sounds to be a necessary action to be taken. The ways to balance heritage conservation and urban development Heritage preservation and urban development may go hand in hand. The best thing is we can be able to strike a balance between heritage conservation and urban renewal and buildings. For example, more frequent and careful check and renovation can be a way to avoid accidents caused by urban decay. Or we can develop different areas according to their existing unique characteristics, instead of characterize different districts in one style. It is grateful to see the government has been putting more efforts in listening to the citizens voices when executing policies concerning urban renewal in recent years. But its a long way to go, more channels can be opened to collect and encourage more valuable opinions. I believe, with our care and attention, the old buildings can be attractions of the city, but no longer dilapidated areas and buildings. In recent years, the government has been proposing different development plans of the city and many of them involve the areas, where some historical buildings or backstreets are situated, therefore the demolition of the buildings or backstreets become necessary for the plans. For instance, according to the Conservancy Association, the Woodside in Quarry Bay was planned to be pulled down in 2005 for the development of high rise residential uses. Luckily, due to the request of the Conservancy Association and the support of the community, the Woodside was preserved in the end (Conservancy). Another example is the demolition of the Queen Pier. Due to the Central and Wan Chai Reclamation Project of the government in the 1990s, the Queen Pier was planned to be pulled down in 2006. The aim of the project is to extend the waterfront from Sheung Wan to Causeway Bay, so as to improve the traffic in these districts. But it arouses lots of public concern and objection when it came to the step th at the 50-year-old Queen Pier had to be pulled down. As Hongkongers can see that, the government is having different kinds of redevelopment plans in the city so as to boost the economy and competitiveness of Hong Kong. But once these plans are announced or progressed, objection and negative comments come quicker than the ultimate result as all these plans have one common requirement the scarification of the heritage sites. It seems that this is a big problem that all these plans bring along. It is time for the Government and citizens to think about whether economic development and preservation of heritage sites are mutually opposed, or can be mutually beneficial. Economic development and preservation of heritage sites can be mutually beneficial, because historical buildings and backstreets can help boost our tourism industry. As they are all of high historical value and characteristic of our culture, they can, in fact, attract a lot of foreign visitors. The foreigners would love to understand Hong Kong culture and history more through looking at these buildings and backstreets. Some of these buildings and backstreets may even show some of the unique Chinese traditional practices and customs, such as the Wedding Card Street that do business by helping people to design traditional but special wedding cards (Tourism Board). If these heritage sites are successfully restored and much better preserved, they could be converted into more popular and attractive tourists spots, such as the Wedding Card Street, Queens Pier, Ladies Street, etc. In this way, it is an important economic pulse and we would all benefit from it. On the other hand, if the hist orical buildings and backstreets are demolished, the foreigners would then lose the opportunity to understand the culture of Hong Kong and thus they may lose their interest in visiting Hong Kong. Hence, it harms the tourism industry and the economy of Hong Kong as well. A good example about a better policy in preserving the heritage sites so as to make them become famed and attractive tourist spots is Macau, as more than 30% of its economic income comes from the hotel and catering industry (Macao). On the other hand, only around 20% of Hong Kong economic income comes from the hotel and catering industry (Census statistics). According to the Conversancy Association in Hong Kong, the Macau Government has been giving much attention to heritage sites conservation since the 1970s (Conservancy). The authority looking after conservation policy and implementation is the Cultural Institute (Conservancy). In the policy, not only the individual heritage site is preserved, but also the whole district around a central square, or along a street, and all these historical interests are then linked up with pedestrian walkways (Conservancy). In that way, tourists and visitors can check out all those historical buildings or backstreets one by one according to their ow n interest and thus understand more about Macaus background. While Macau and Hong Kong both rely much on their tourism industry, Macau has already proved that preserving its own heritage sites does benefit to the tourism industry and thus help boost the economy. Therefore, Hong Kong Government should really start learning from Macau. While preserving the heritage sites can preserve the history and culture, help boost the tourism industry and thus improve the economy, the demolition of them, on the other hand, brings objection from Hongkongers and some related problems. Hongkongers object to the idea of demolishing the historical buildings and replacing with new developments. They also object to the Governments view, that the heritage sites are of no importance, and that the value of each heritage site can be ignored. The reason why Hongkongers object to the demolition of the historical buildings and interesting backstreets is that the heritage sites are of high historical, cultural and architectural value and importance (Conservancy). They witness the changes of Hong Kong (AMO) and are displaying the history, people behaviour and culture in the past. They represent a bridge between the present and the past of the city. Government House in Central is one of the examples, which is representative in witnessing the p olitical change in Hong Kong. The heritage sites are irreplaceable landmarks that symbolize the image and culture of a city. In other words, they are representing Hong Kong and helping us to build up Hong Kongs image! Apart from the historical and cultural value (Conservancy), these historical buildings and backstreets also help enhance the sense of belongings of Hongkongers. You may be surprised to know that there are lots of historical legacies in Hong Kong and they can be found in nearly every district. For instance, Wong Tai Sin Temple in Kwun Tong district, clock tower in Tsim Sha Tsui, Old District in Tai Po, etc (Tourism Board). Therefore, people living in different districts, are having some special collective memories with different of these heritage sites, which means they share a collection of memories with a common culture about the heritage sites and they would then be able to remember the events related to those heritage sites in the future (Answers). Thus, the historical buildings and backstreets in turn provide people with unique social roots. These built heritage sites also help cultivate peoples culture identities and even record some significant historical events. That is why pe ople would have a strong sense of belongings due to their collective memories with these heritage sites and they also pick up their identities through these memories. By preserving what remains, it can also serve education purposes by giving our next generation chances to experience and explore. Of course, some people, especially the businessmen, entrepreneurs and industrialists, would support the development plans proposed by the Government and think that it is worth to demolish the heritage sites when necessary. The first argument that they would raise is, of course, preservation of heritage sites would hinder the economic development in the city. As a world-class city, Hong Kong should and had better have sustainable economic developments so as to maintain its competitiveness among different renowned trading cities. Yet, as Hong Kong is such a small city with a peculiar and rugged landscape, there are limited places or areas for further economic development. Also, due to the high density of population of Hong Kong, there is a need or demand for more lands. Therefore, these reasons prompt the exploration of lands and development of more high-rise buildings (Conservancy). For certain, historical buildings occupying some potential sites, which are planned to be developed, be come barriers. A recent good and controversial example should be the Fa Yuen Street (South), which is commonly called the Sport Shoe Street. It is located on a potential site in Mongkok which has already been planned for the development of a brand new Sports City. However, once the plan was announced, the shop owners and citizens living around immediately showed their unwillingness to be removed. They objected to the plan due to their collective memories related to the street. For this reason, the project is now hindered and couldnt be progressed smoothly. In fact, the project can be cancelled, because it is not necessary to have this redevelopment plan if the Government wants to boost the economy. Better preservation of the Fa Yuen Street and making it become a more popular tourist spot can also help boost the economy by improving the tourism industry, so do the other heritage sites. In addition to the collision with the economic development, the Hong Kong Government would also argue, that the conservation of these cultural and historical heritage sites makes the burden of the Government even much heavier. As citizens all know, preservation of heritage sites is not an easy or cheap task, it requires loads of money and resources. As there is not adequate outside funding for preservation of the historical buildings and backstreets, the government is in fact paying most of the cost in the conservation process of the historical buildings, including the maintenance fee, repairing fee, restoration cost and management cost. This is, in fact, as well, hindering the development of other aspects in the society, like education or environment protection. While we are talking about spending more on better preservation of those precious heritage sites, there are, as well, inadequate resources available for the development for a better education system, or for better environmen t protection in Hong Kong so as to fight against the global warming. The Hong Kong Government should, therefore, think carefully about what their final choice should be. Yes, it is true that preservation of heritage sites requires loads of money and resources. But if the heritage sites can be converted into popular tourist spots, they can help boost the tourism industry and thus the economy. Then they are no longer the burden of the Government, since the economic income they bring would far outweigh the preservation fee they require. In addition to the businessmen, entrepreneurs and industrialists, some Hongkongers are also opposed to the preservation of the heritages and backstreet. The reason behind is that the living condition of them may be adversely affected due to the heritage sites. In Hong Kong, the land use in the historical areas like Sheung Wan, Sham Shui Po and Yau Ma Tei were not well-planned many years ago. Lots of mixed commercial and residential areas can be found in these urban areas. Problems like over-crowding, serious noise and air pollution are commonly found in these districts and are getting worse gradually. In that way, preservation of the historical buildings in these districts does not favour the efficient urban planning of alleviating the poor living condition. On the other hand, demolition of buildings and redevelopment of these areas seem more important and necessary since more open and green areas, and a better plan of land use are needed. Thus, residents in these districts would sup port the Government proposal of demolishing the heritage sites and redeveloping the area as they would like to have a new and better living environment. While it is necessary to solve the living problems in the urban areas, it does not mean that demolishing the heritage sites for redevelopment is the only solution. Reallocation of the population in the urban districts is a more effective and a win-win solution to the problem, as it can not only solve the problem but also let the heritage sites escape from the fate of demolition. All in all, whether to preserve the heritage sites in Hong Kong depends major on its influence on the Hong Kong economy. And from the arguments mentioned above, you can see that preservation of the precious and memorable heritage sites would not hinder the economic growth in Hong Kong, but in fact help boost the economy by boosting the tourism industry. Moreover, it can help conserve the history and culture of Hong Kongs past. Therefore, the historical buildings and backstreets are really worth preserving and should be better protected. However, in Hong Kong, there is only 85 historical buildings are well preserved now (AMO), when comparing with about 600 in total. It seems that the organizations responsible for this, which include the Antiquities and Monuments Organization (AMO) and the Home Affairs Bureau, are not doing enough. Other countries and cities in the world, such as Macau, have already established their own system in preserving heritage sites and maintaining a balance bet ween the preservation work and the economy. Hong Kong, as an international renowned and world-class city, should catch up with them and start setting up its own system about conserving the heritage sites so as to meet the international standard. Economic development is not the only factor that determines Hong Kong future and status, preservation of historical and cultural heritage sites also counts. They can even be mutually beneficial. Hongkongers should try their very best to maintain a balance between these two key factors. It is hoped that Hong Kong Government would soon realize this and do more on preserving the important parts of Hong Kongs past before it is too late!

Endocrine Disruption :: The Endocrine System

The endocrine system is very dynamic and has ties to most, if not all of the other major systems of the body. It is responsible for production of hormones and the regulation of them as well. These hormones act as chemical messengers within the body. Through several differing mechanisms, they are able to trigger very specific responses in target cells or organs. This is what enables the endocrine system to guide growth, development, reproduction, and behavior, among many others as well. The hormones produced from the endocrine system come from a wide range of different places. Among those responsible for hormone production are the glands and a few organs as well. The glands that are involved are the pituitary, thyroid, thymus, parathyroid, and adrenal. The organs, which also play a vital part, are the pancreas, gonads, kidneys, heart, and parts of the digestive tract. All these different glands or organs work together in the production of certain hormones. Those produced in one location will almost always have an effect on many other areas of the body, not just the surrounding tissues. An analogy that fits very well with the study of the endocrine system is that of a message in a bottle. We can think of the body as a river, and a specific hormone may be a bottle containing a message. The organs or glands mentioned above would manufacture the â€Å"bottles'; (hormones) that would be released into the river (blood stream). If there were no receptor sites for the hormones in the body, then they would continue to flow along the river and probably not make their destination. However, there are systems of receptor sites that enable specific hormones to bind in specific places. Structure also plays a major role in determining which hormones are able to bind to which receptors. When these â€Å"messages in bottles'; reach their appointed destination, the binding into the receptor site causes a cascade of reactions to occur. It is these reactions that are vital in maintaining our homeostasis. Many times the binding of the receptor site causes a direct expression of a certain gene. This is where endocrine disrupters can exert major damage. In addition to gene expression, endocrine disrupters cause havoc in many other areas of the body. What exactly are endocrine disrupting chemicals? Endocrine disrupters are chemical agents that produce reversible or irreversible effects in individuals or populations by interfering with hormone function.

thomas jefferson :: essays research papers

Thomas Jefferson Thomas Jefferson is remembered in history not only for the offices he held, but also for his belief in the natural rights of man as expressed in the Declaration of Independence and his faith in the people’s ability to govern themselves. He left an impact on his times equaled by few others in American history. Born on April 13, 1743, Jefferson was the third child in the family and grew up with six sisters and one brother. Though he opposed slavery, his family had owned slaves. From his father and his environment he developed an interest in botany, geology, cartography, and North American exploration, and from his childhood teacher developed a love for Greek and Latin. In 1760, at the age of 16, Jefferson entered the College of William and Mary and studied under William Small and George Wythe. Through Small, he got his first views of the expansion of science and of the system of things in which we are placed. Through Small and Wythe, Jefferson became acquainted with Governor Francis Fauquier. After finishing college in 1762, Jefferson studied law with Wythe and noticed growing tension between America and Great Britain. Jefferson was admitted to the bar in 1767. He successfully practiced law until public service occupied most of his time. At his home in Shadwell, he designed and supervised the building of his home, Monticello, on a nearby hill. He was elected to the Virginia House of Burgesses in 1769. Jefferson met Martha Wayles Skelton, a wealthy widow of 23, in 1770 and married her in 1772. They settled in Monticello and had one son and five daughters. Only two of his children, Martha and Mary, survived until maturity. Mrs. Martha Jefferson died in 1782, leaving Thomas to take care of his two remaining children. Though not very articulate, Jefferson proved to be an able writer of laws and resolutions he was very concise and straight to the point. Jefferson soon became a member in a group which opposed and took action in the disputes between Britain and the colonies. Together with other patriots, the group met in the Apollo Room of Williamsburg’s famous Raleigh Tavern in 1769 and formed a nonimportation agreement against Britain, vowing not to pay import duties imposed by the Townshend Acts. After a period of calmness, problems faced the colonists again, forcing Jefferson to organize another nonimportation agreement and calling the colonies together to

The Global Warming Conflict: USA vs. Other Countries Essay -- Environm

The Global Warming Conflict: USA vs. Other Countries In my paper, I plan to explain why the United States and other nations cannot get along when it comes to environmental issues. I plan to break up the paper into three sections that contains what global warming is and how it affects the world, the United States problems and conflicts with other counties about this subject, and my own conclusion based on the information I have found. Global warming is a serious issue in today?s society. World powers such as the United States, Japan, Canada, and Australia can usually see eye to eye with each other about global warming. Other countries, either less developed or more climate aware, do not agree with the countries that are more industrial, because they want strict regulations on air pollution that the more developed countries do not want. The more industrialized countries complain because they say that in order to keep the world going at a safe and orderly pace, they cannot have a change the lifestyle that we are used to today. Both sets of countries know that the amount of greenhouse gasses need to be lightened, but cannot come up with a viable solution. In order to understand what the countries are talking about, one would have to know why the earth is warming and what exactly is causing it. Greenhouse gasses are what is causing the earth to retain more heat. Greenhouse gasses ?that have increased over the industrial period are carbon dioxide (CO2), methane (CH4), nitrous oxide (N20), and chlorofluorocarbons CFC-11.? (2-453) The increase in these gases has caused global warming and it continues to rise today. Factory smoke stacks, car emissions, forests burning, and energy usage that burn fossil fuels produce the highest percentage of the gasses that harm the Earth and continue our warming trend. (5-1) For example, the United States, for the nine month period of January to November 2000, ?had the warmest nine month period since records began in 1895.? because we use the most fossil fuels and put out the most greenhouse gasses (6-1). This was all caused by the growing industrial age that we live in today. Why do greenhouse gases produce global warming? ?Infrared active gases (IR), principally water vapor (H2O), carbon dioxide (CO2), and ozone (O3), naturally present in the Earth?s atmosphere, absorb thermal IR radiation emitted by the Earth?s sur... ...hat take and do not give. We should do our part in conserving energy, using less fossil fuels, regulating standards for factory emissions, and use better public transportation or the world will keep diminishing slowly. Works Cited 1. Horner, Chris. ?Scientists Continue To Assail Climate Treaty.? http://www.globalwarming.org/cop6horner.htm 2. Fellows, Hall, Killeen, Ledley, Schwartz, Sundquist. ?Climate Change and Greenhouse Gasses? Vol. 80, No. 39. 28 September 1999 p. 453- 475 http://www.agu.org/eos_elec?99148e.html 3. Fuller, Jim. ?Ministers Unable to Reach Agreement at Climate Change Conference? 25 November 2000. Http://globalchange.gov/news/hague_conference_2000_11_25.html 4. Johnson, Kirk. ?Global Warming Moves From Impassioned Words to Modest Deeds.? New York Times 19 November 2000 http://www.nytimes.com/2000/11/19/science/19CLIM.html 5. Revkin, Andrew C. ?Effort to Cut Warming Lacks Time and Unity.? New York Times 24 November 2000 http://www.nytimes.com/2000/11/24/science/24CLIM.html 6. Zengerle, Patricia. ?World Powers Trade Charges on Climate Talks? Failure? 26 November 2000 http://dialynews.yahoo.com/h/nm/20001126/ts/environment_climate_dc_28.html

Emotions & Brody Essay

Brody (2001) defines â€Å"emotions as motivational systems with physiological, behavioral, experiential, and cognitive components† (p. 15). The author adds that â€Å"emotions have a positive or negative valence and also vary in intensity or arousal levels, from mild to strong† (p. 15). Emotional expression indicates outward manifestation on an individual’s face, while emotional experience is a state of feeling that only the individual knows it (Brody, 2001). Emotional expression may either play a role as a self-communicative function or may reflect the behavioral and physiological arousal together with the emotional experience (Brody, 2001). Expression of feelings may help an individual to determine the characteristic of an emotional experience (Brody, 2001). Factors that influence facial expression rely on the individual who expresses the emotion, the individual who perceives the emotion, the message expressed in each channel, and previous experience (Ekman & Sullivan, 1991). Facial feedback pertains to patterned proprioceptive feedback coming from the muscle activity in the face or from integrated expressions in the face (Ekman & Sullivan, 1991). According to Ekman and Sullivan (1991), the facial feedback hypothesis is an important determining factor of the experience of emotion. The authors add that the facial feedback hypothesis contends that an individual can utilize information from his or her own facial behavior to figure out what he or she feels. The facial feedback hypothesis also claims that the expression of emotion causes autonomic, hormonal, and behavioral alterations that initiate the experience of the emotion (Brody, 2001). Facial expressions are being utilized by individuals as clues as to what emotions they are experiencing or in making judgments concerning their attitudes (Brody, 2001). A positive facial expression show more positive reactions such as understanding instead of anger, than those individuals who are showing angry facial expressions (Brody, 2001). Emotional experience happens when unforeseen changes in personally significant goals are realized (Stein, Hernandez, & Trabasso, 2008). The situation that surrounds an emotion starts when a precipitating event happens and warns an individual to some type of alterations in a personally significant goal (Stein, Hernandez, & Trabasso, 2008). An emotional episode is defined as a â€Å"sequence of events that includes the precipitating event; appraisals of the change in the status of a goal; the physiological and neurophysiological reactions that occur in relation to the change; the emotional reaction itself; and subsequent appraisal, planning, and behavior sequences carried out to cope with the impact of the goal change† (Stein, Hernandez, & Trabasso, 2008, p. 575). An emotional response of an individual should continue to be expressed or experienced if new meaning is realized from discovering a repeated event in order for the event to be connected to new information not previously accessed (Stein, Hernandez, & Trabasso, 2008). Appraisal theory contends that emotions rely on understanding the adaptational relevance or personal significance of a situation (Parkinson, 2001). Appraisal is influenced by several factors such as perceptual, sensory-motor, and cognitive processes (Parkinson, 2001). Furthermore, appraisal processes are believed to happen between input and output in a cognitive system of an individual (Parkinson, 2001). They are influenced by an ongoing dialogue, in which interpersonally distributed cognition was used to achieve emotional conclusions (Parkinson, 2001). When an individual describes his or her experience based on a given emotion, he or she has a tendency to manifest distinctive patterns of appraisal corresponding to the given emotion (Parkinson, 2001). This means that an individual’s everyday emotional representations are linked with relatively consistent attributes of appraisal profiles (Parkinson, 2001). References Brody, L. (2001). Gender, emotion, and the family. Cambridge, MA: Harvard University Press. Ekman, P. & O’Sullivan, M. (1991). Facial expression: Methods, means, and moues. In R. S. Feldman & B. Rime (Eds. ), Fundamentals of nonverbal behavior (pp. 163-199). Cambridge University Press. Parkinson, B. (2001). Putting appraisal in context. In K. R. Scherer, A. Schorr, & T. Johnstone (Eds. ), In Appraisal processes in emotion: Theory, methods, research (pp. 173-186). USA: Oxford University Press. Stein, N. L. , Hernandez, M. W. , & Trabasso, T. (2008). In M. Lewis, J. M. Haviland-Jones, L. F. Barrett (Eds. ), Handbook of emotions (pp. 574-586). United Kingdom: Guilford Press.

Positioning of Absolut Vodka

Absolut Positioning. This report will describe the concept of positioning, effective positioning and its relation to segmentation. It will analyse the positioning of Absolut vodka in its market share. In this report the relevant positioning criteria will be identified and appropriate positioning maps to support the analysis will be used. In addition, suggestions on how to improve and develop the Absolut’s positioning will be given as well. In order to apply the relevant academic theory to the positioning of Absolut Vodka brand the definition and idea of positioning concept needs to be identified.Adcock, Halborg and Ross (2001) provide the positioning definition made by Ries and Trout that say that it is ‘what happens in the mind of customers. ’ Brassington and Pettitt (2003) write that positioning ‘means thinking about a product in the context of the competitive space it occupies in its market, defined in terms of attributes that matter to the target market. ’ It is possible to state that positioning is the identification of position of certain brand and its total image among different other brands in the minds of target audience.Positioning includes the evaluation of competitive advantages and brand’s niche. The main purpose of  positioning  is to achieve  sustainable  view in  the minds of  consumers about the brand  as the best  one in particular sphere. It is known that all offered services and products are taking their place with main goal to satisfy customer’s wants and needs. Consequently, in case with effective positioning goods and services have to ‘promise the benefit the customer will receive, create the expectation, and offer a solution to the customer’s problem’, according to http://www. marketing91. com.Effective positioning needs to be unique and realistic, it has to be related to current position, should be long term and yet updated and improved during the time pe riod. Also, product needs to be in the mind of customers’. According to Wind (1980), there are six principles for product positioning. Firstly, positioning can be based on product one and only feature. Also, positioning may be related to product’s benefit that may satisfy consumer’s wants and needs. Besides, positioning can be based according to usage and/or occasion. Additionally, products can be based on competitors and on product class.Another principle that company can use to position product is to base it on user category. Segmentation In order to run business successfully it is essential to understand the concept of market segmentation. Backer (2003) argues that ‘positioning is easy. Market segmentation is difficult. Positioning problems stem from poor segmentation’. Company needs to work only with segment that has been chosen. Absolut Facts (Appendix 1) Speaking about Absolut Vodka, the first question that comes up is: â€Å"Why such unsophi sticated drink has become so successful and popular? when Russian vodka was the most recognised product, occupying the whole niche in industry, when Absolut’s bottleneck was too short for barman to handle and the whole bottle caused the negative associations with pharmacy jars. The answer to the question is: an excellent positioning strategies and advertising actions. Position Absolut possess itself as premium vodka that is not just an alcoholic drink, but lifestyle. It is shown as a beverage for the sophisticated and upper-end people; it is ‘for status buyers who are not open to snob appeal, but open to wit’. Absolut targets people ‘under 35’, those who are ‘ferociously hip’.Absolut has created the conditions, when people are ready to pay premium price (price is 15% higher than most expensive vodka brands) to join the ‘bohemian’ coterie that appreciates the high quality vodka. Due to great positioning and advertising action s the brand itself is now associated with art, music and singers, luxurious clubs that represent the Absolut diction. ‘Once marketers identify the position they would like to occupy in the market, they design a unique marketing mix that will support that position by reaching that target market and meeting its needs’ –Bovee, Houston, Thill (1995).The combination of promotion, product, price and place will assist in the brand’s positioning in order to distinguish it from competitive companies. Marketing mix in case with Absolut: Promotion is the ‘business of communicating with customers’ – The Times 100. In order to promote the brand Absolut releases the limited bottle editions, creative ads etc. Product One of the famous brand’s features is bottle’s shape that is shown in creative, humorous and trendy manner. Also, there is much attention paid to Sweden culture, history and background of vodka.Additionally, there is no doub t that company emphasises on quality of Absolut using high technologies, sources and products in order to maintain its status of super premium spirit. Price As it was mentioned, price is very high compared to other vodka manufacturers. However, Absolut is targeting the certain segment of people that are willing and ready to pay more for status drink. Place The Times 100 explains that ‘place is concerned with various methods of transporting and storing goods, and then making them available for the customer. Getting the right product to the right place at the right time involves the distribution system. According to www. absolut. com there are famous Ice bars in London, Stockholm, Copenhagen and Tokyo under Absolut brand. This fact again supports the idea that Absolut is not a drink but lifestyle. Positioning map ‘Once the positioning has been completed for all the relevant attributes, it is useful to be able to visualise the complete picture graphically, by creating a per ceptual map of the market’ as Brassington and Pettitt (2003) explain. Using http://oliver. efri. hr/~medmark/dokumenti/absolute_vodka. pdf and Mintel’s Vodka – UK – March 2009 report the positioning map for vodka brands may be structured as following:Platinum vodka – the price is higher than ? 40 for 70cl (Mintel) Super premium vodka – is ? 25 or more for 70cl (Mintel) Premium – ? 14. 94-? 24. 99 for 70cl (Mintel) Own-label – ? 4. 82-? 21. 83 according to http://www. supermarketownbrandguide. co. uk Mintel provides the diagram (Appendix 2) that shows the UK market share of vodka, 2008. According to that, it is possible to state that Absolut competes with Smirnoff Red which ‘in the UK is the brand leader ‘the sophisticated one’ the establishment’ – Adcock, Halborg, Ross (2001). Smirnoff is less expensive and yet quality (around ? 1 per bottle) and is famous because of its ‘Russia-nessâ€⠄¢ (however, it is known Smirnoff comes from Connecticut, USA). Suggestions For Absolut it is important to continue its development researching its competitors and stick with its target market. Company has to be very sensitive to its customers’ demand changes and actions of competitors (direct and potential) – their profitability, weaknesses and strengths. Absoult needs to understand and know competitors as much as it is possible. Company ‘should not be surprised if it falls to stay ahead’ as Backer (2003) states. BibliographyAdcock, D, Halborg, A, Ross, C (2001). Marketing principles and practice. 4th ed. Essex: Financial Times Management. p172-177. Backer, M (2003). The Marketing Book. 5th ed. Oxford: Butterworth Heinemann. p106. Brassington, F, Pettitt, S (2003). Principles of Marketing. Essex: Financial Times. p116-197. Courtland, B, Houston, M, Thill, J (1995). Marketing. 2nd ed. NY: McGraw-Hill. p202 Kotler, P, G Armstrong, J Saunders and V Wong, 199 9, Principles of Marketing, second European edition, (Upper Saddle River: Prentice Hall) Wind, Y, 1980, Going to Market: new twists for some old tricks, Wharton Magazine, 4Absolut. (2012). Absolut Vodka. Available: www. absolut. com. Last accessed 16th Apr 2012. Bhasin, H. (2010). Effective positioning. Available: http://www. marketing91. com/effective-positioning/. Last accessed 15th Apr 2012. Oliver, E. (2010). Absolut Vodka. Available: http://oliver. efri. hr/~medmark/dokumenti/absolute_vodka. pdf. Last accessed 16th Apr 2012. Supermarket own brand guide. (2012). Spirits. Available: http://www. supermarketownbrandguide. co. uk/search. php? SearchString=vodka;Search. x=69;Search. y=18;score;price=0;pricevalue=0. 0;table=spirits. The Times 100 ; Wilson and Wilson Publishing Ltd. (2011). Marketing mix. Available: http://businesscasestudies. co. uk/business-theory/marketing/marketing-mix-price-place-promotion-product. html#ixzz1s6QeVriC. Last accessed 15th Apr 2012. Mintel Vodka, UK, March (2009). Vodka – can fashion last forever. [Online] Available at: http://academic. mintel. com/sinatra/oxygen_academic/search_results/show;/display/id=393884 [Accessed: April 2012]. White Spirits and RTDs, UK, March (2011). Competitive Context. [Online]. Available at: http://academic. mintel. om/sinatra/oxygen_academic/search_results/show;/display/id=545336/display/id=569847 [Accessed: April 2012]. Appendices 1. ABSOLUT VODKA, introduced in the US in 1979, is the fourth largest international premium spirit in the world and is available in more than 150 markets. ABSOLUT VODKA is the number two brand of premium vodka worldwide. (Source: Impact International) Since its launch in 1979, ABSOLUT VODKA has achieved significant worldwide sales growth, from 10,000 nine-liter cases (90,000 liters) to 11. 0 million nine-liter cases in 2010 (99. 0 millions of liters).Every bottle of ABSOLUTVODKA is produced in Ahus, in southern Sweden. ABSOLUT VODKA is produced from winter wheat, a hardy wheat grain that gives ABSOLUT VODKA its smooth grain character. Every year approximately 80,000 tons are used to produce ABSOLUT VODKA. Over one kilo (two pounds) of grain is used for every one-liter bottle. ABSOLUT VODKA uses a unique process called continuous distillation, introduced in the nineteenth century by ‘‘The Vodka King’’, Lars Olsson Smith. ABSOLUT VODKA is distilled hundreds of times until all impurities have been removed 2.