Corporate risk management Essay Example | Topics and Well Written Essays - 1500 words

Corporate risk management - Essay Example Each region or country has their own rules and regulations to be followed. There are many additional features like giving financial protection against theft of the vehicle or possible damage to the vehicle. It is illegal for any person to run their vehicle in the road without any motor insurance. Most of the jurisdiction are applied both to the drivers well as to the car, though degree of severity varies. There are many countries where there is a scheme like â€Å"pay-as-you-drive†. Here the driver has to pay the premiums through the gasoline tax that he uses. Using this both the problem get solved, one like charging the uninsured motorists and another is to charge them based on the number of miles. This increases the efficiency of the insurance through streamline collection. But associated with it is the risk of insurance companies charging higher premiums than others. But being a compulsory thing, the motor man sometimes faces the risk of paying higher insurance in cases if he doesn’t get any options. Discussion The manager here owns a fleet of motor vehicles. The problem here is that the motor insurer has given them a premium quotation which appears to be high to them. Hence the manger has to look for alternative course of action. The manager must look for other motor insurance provide. The manager must know what the options available to him in the market are, like he can go to any brokerage house where there is a number of insurance provider tied up with them. Manager must understand the features offered by the insurance provider (Frenkel, Dufey, Hommel and Rudolf, 2005, p. 543). There are several basic features which he needs to look at. Like the Liability Only Policy. This type of insurance policy covers the liabilities of insure towards third parties only. It is mandatory for the each and every vehicle which runs in any the public place as per the Motor Vehicles Act of any country. Next important step is the Package Policy. This states that for any loss or any damage to the vehicle insured it will be covered subject to the terms and conditions to the policy. The manager must understand that premiums are calculated on various factors like type, usage, model, place of registration, past claims of history etc. of the vehicle under consideration. Hence the approach should be known to him (Vinnem, 2007, p. 32). He must understand that while buying a fresh new insurance during the renewal he can go for other companies who provide the insurance. The manager must also know that if the premium is charged too high he can go to the insurance provider and ask for the exact details of the components where the money is being charged high. He must mention whether the vehicle runs on Gas or on Petrol because each of them will have a different cost attached to it (Khatta, 2008, p. 241). Hence the manager should understand the fact that there is a risk of moving from one insurer to another new insurer. For any new client the motor car insurance provider will check what is the vehicles damage, what is the cc of the car and accordingly quote the premium. But it might happen that government may increase tax rate which is applicable to the motor insurance. And as a result the premium may again rise (Merkin and Smith, 2004, p. 387). Hence the manger has to consult many insurance providers at the same time and assess the risk by discussing with them. There are many steps to assess the risk. First step is to identify hazard, here the managers must know

Contemporary Social Structures Essay Example for Free

Contemporary Social Structures Essay Define and explain the concept ‘Contemporary Social structures’ and the role of such structures and the role of such structures in regulating life and beliefs. Structures are both the medium and the outcome of the practices which constitutes social systems- Anthony Giddens (1938) in simpler terms people shape structure, but structure determines what people do. Contemporary Social structures are restraints that affect the lives all members of society. Whether we are aware of it or not, we live in societies that consist of social structures, every society has its own set of social structures such as religion, class, gender and ethnicity. We also have the social structures that interlink such as the educational political social structure as public schools, colleges and universities depend on the government for their funds. social structures are embodied in our everyday actions, thoughts and beliefs as human beings, there are effective in controlling as well as organizing the behaviour of an individual or individuals as the main purpose of a social structure is to maintain a co-operative regime for all members of society, however there are consequences for certain groups in society. Every society has its own set of contemporary social constructions for an example class; gender and ethnicity are all constraints that all societies experience. An example of a social structure is class, a class structure is found in most if not all societies, it is one of the main sources of economic inequality, certain individuals would identify there being to classes in society: the Bourgeoisie who own all the means of production and the Proletariat who are exploited by the Bourgeoisie. As mentioned above Gender is also a constraint when regarding social structures, the term ‘gender roles’ has been commonly used to describe the prescribed roles of a male and female in society. In the past females have struggled to be accepted in to the workforce, even though this has changed dramatically during recent years equal opportunities are not the same for men and women due to the social structures and the way they regulate our life and beliefs, for an example a man is given 6 weeks maternal leave as society believes it is the males role to the ‘breadwinner’ while the female receives a years maternal leave as she is seen as the ‘homemaker’ that stays home taking responsibility for the children and all the homely duties. Although this may not apply to all societies some would describe Ethnicity as playing a part on what we as individuals can achieve in life by affecting our positions in the labour market. A social structure is formed by the distribution of wealth, power and prestige. They consists of beliefs about the world and both compel and regulate our actions, as mentioned previously religion , gender and ethnicity are social structures, they are all created within society itself , each and every group share common attitudes , views, values, social norms, lifestyle and in some cases material goods. Individuals in society stay within the prescribed guidelines of the social structures they were born and socialised into, that refers to being rich or poor, male or female or being young middle aged and old. Class structure determines our life chances and is the basic structure for all modern societies. According to McGregor (1989) class is the main cause of inequality. He explains that different clas s groups begin their lives with unequal opportunities which effects the type of education an individual will receive , the social connections an individual will make and the way that individual will speak ad behave. He also argues that the class that an individual belongs to is determined by various factors such as power, family background, wealth, lifestyle, mannerisms, social interactions, and employment; he also describes class as being separated in to three different groups which are the upper class, middle class and lower class. Abercrombie (2000), states that the upper-class is distinguished from others, by their wealth and power. In contrast to the other classes the upper class only consists of a few people, the individuals included in this group are employers who own large amounts of land and others who are self-employed, have careers as managers or professionals. Wealth is distributed among the wealth in many ways such as inheritance, with wealth individuals are given the opportunity to live the life they will lead. The educational system reinforces many inequalities insuring that those of the highest class have access to better opportunities and better chances of reaching success. Memb ers of the upper class attend private school together. From sharing educational experiences the upper class learn how to interact with each other; form long lasting relationships with each other which gives them an advantage, a series of events are created meaning that when their children go to private school their lives will follow the same path. From these important contacts the upper class make simply by going to school they have formed very powerful contacts who have the potential to enhance their career prospects and greater opportunities of success in which ever career they wish to pursue. In most societies there is a clear division of labour between men and woman and in general women are always in the inferior position. Gender plays a role in the way we are treated by other members of society. We are also taught to behave in certain ways depending on whether we are male or female. Males are typically expected to feel, think and behave in a ‘masculine way’ and females in a ‘feminine’ way. Some examples of this are girls playing with dolls, preparing for when they will be mothers and boys playing with action figures, learning the male traits such as aggression and dominance. In some societies a woman is born into a certain social structure that includes a life of housework, cooking and child rearing. Women are less likely to be offered positions in the labour market in comparison to men and are unable to attain positions of power with a high income such as men do. Women are employment but in some cases will still earn a lower income than the male dominated position. Conclusion: As explained in the essay, social structures are restraints that affect that will affect all members of society. Class is a basic contributing factor of all social structures to the unequal economy and affects the life of all members of society. Those who are at the top of the economy ladder come from wealthy family backgrounds. These people benefit in many ways such as promotional opportunities and job security. Migrants with non-English speaking backgrounds have difficulty in finding quality employment however its far more difficult for the women in this group, As gender is a factor in employment opportunities, women who are from an ethnic group of the minority have the least opportunity in the labour market, the limited education and training, poor health and nutrition, lack of freedom and denied access to resources are all factors that reduce the quality of life and hinder economic efficiency and growth for women, people of diverse ethnic groups and people with poor family backgrounds. Social structures unquestionably have an impact on our lives and depending on the circumstances the impact for some is usually one that is undesirable. Society cannot be blamed for the social structures that it has created, it is a gradual process, it has taken many years to create these constraints and it will take many more to break them down. References /Bibliography Fulcher,C . J.,Scott, 2007, Sociology,3RD ed, Oxford Abercrombie, N., 2000, The Penguin Dictionary of Sociology, 4TH ed, Penguin Books, London McGregor, C., 1989, `Class, in Four Dimensional Social Space, Jatenburg P.DAlton, Harper Row, Sydney Webb,W. Westergaard,H. Trobe.K Steele.L ,2008,AS SOCIOLOGY,2ND ed,Napier Press,Brentwood

This paper examines the type of corporation which meets James’s best

This paper examines the type of corporation which meets James’s best interest. Abstract This paper examines the type of corporation which meets James’s best interest. A company can be set up with or without shares available to the public, divided into the public company which is expensive to obtain and maintain, and the private company which is appreciated by most businesses to begin with. Also, there are limited and unlimited companies. In addition, a company can be classified as limited by guarantee or limited by capital shares which are in most companies’ favour. These are governed in the main by the Companies Act 1985 and relevant case law. Introduction There are several types of company. The most common company is a limited company, the liability of the members being limited to the amount they have previously agreed. According to Denis Keenan (1996), a corporation is a succession or collection of persons having at law an existence, rights and duties, separate and distinct from those of the persons who are from time to time its members. This paper explains the reasons to form a company, and the reasons why a private company is more preferable than the public one, together with the discussion of the company limited by guarantee and unlimited company. Finally, the cases in Salomon v. Salomon Co. (1897) and Marcaura v Northern Assurance Co. Ltd help to evaluate the principle of personal succession which is the unique feature of being a company. Across the paper, James is given recommendations to the type of company which best suits his needs. a) Advantages of Incorporation Incorporating a company offers James many advantages, even if he is doing one-person business. Some of these advantages are: - Separate legal personality. A corporation is by law recognized as a separate legal person. Since a partner in a general partnership represents an agent of the business, when a change happens about partners, it in most times differentiates the partnership. On the other hand, a corporation is not dependent on the life of shareholders, directors, and officers, and will not be affected by changes in, deaths and retirement of its members since it is by law recognized as a separate ‘person’. Furthermore, the day-to-day business is running unaffected. As a separate person, a company can enter into transaction i... ... states that a shareholder is permitted to change the contents of the article and memorandum by special resolutions. A quick company may be born and improved to best meet James’s needs. It should be mentioned that the company is better to be limited by a capital share, as the limited by guarantee is not very keen on the profit-generating process. Bibliographies Books Andrew Hicks & S.H.Goo (2001) Cases & Materials on Company Law (4th ed.). London, Blackstone Press Limited. Denis Keenan (1996) Smith & Keenan’s Company Law for Students (10th ed.). London, Pitman Publishing Geoffrey Morse (1999) Charlesworth &Morse Company Law (16th ed.) London: Sweet & Maxwell. Janet Dine (2001) Janet Dine Company Law (4th ed.). Palgrave Law Masters Paul L. Davies (2003) Gower and Davies Principles of Modern Company Law (7th ed.). London: Sweet & Maxwell. S. Kunalen & Susan Mckenzie (2001). Blackstone’s Law Questions & Answers- Company Law (2nd ed.). London, Blackstone Press Limited. Stephen Mayson, Dereck French & Christopher Ryan (2000) Mayson French & Ryan on Company Law (17th ed.). London: Blackstone Press Limited. Web materials www.businesslink.gov.uk

Preferred Learning Style Essay

Preferred Learning Style: Multimodal Grand Canyon University NRS-429V August 22, 2013 Today more adults are returning to school for continuing education. It can be very difficult to juggle a full time job, school work, and still find time to spend with the family. Time management is of the utmost importance in order to be successful in furthering education. A student knowing his or her learning style could be an important first step in being successful. Learning style is the way a person absorbs and processes information to be used at a later time. For a student, knowing his or her learning style will enable them to make the changes needed to improve their study habits. Neil Fleming, an educator, launched VARK in 1987. It is a questionnaire used to assess learning styles. The questionnaire is free for use in schools and universities. VARK is an acronym for Visual, Aural, Read/Write and Kinesthetic. Fleming states that it is not a learning style questionnaire, it provides feedback only on one’s preferred modes of communicating. (. There are critics of learning s tyles. This could be because it is difficult to measure learning. These critics say that knowing your learning style does not improve your way of learning and it is hard to dispute because there is no evidence to support this . However this learner feels that knowing her learning style will better enable her to adjust to the many demands of continuing education. Although there are four categories of learning preferences, there is also a multimodal learning preference. This preference integrates more than one preference of learning. Approximately 60% of any population fits into the category of multimodal learning preference (. This learner is a multimodal learner. Learners with multimodal preferences may adapt their mode of learning to the situation at hand. For example, if this learner is present in a class and the instructor is lecturing without any visual aids to assist in learning, then she may use the read/write learning style. She make take extensive notes in class then go back and read all of the notes later. One down side to this method of learning can be the time restraint. If there is a lot of material to cover over a short period of time, then this method may not be best. According to the questionnaire, this learner is multimodal, with read/write and aural as the stronger learning preferences. On this point she disagrees with the questionnaire, as she feels she is more visual than aural. She scored lower in kinesthetic but feels at times she is definitely a kinesthetic learner. It takes her back to her days in the military when the motto was â€Å"see one, do one, teach one.† This fits her especially when learning a new task, as she is very hands on. It goes along with the kinesthetic learner needing to do things in order to understand them. The questionnaire states that visual learner use pictures, posters, books with diagrams, graphs, and flow charts. They may also use different highlighters to emphasize different points. This learner does like the idea of pictures, slides, and flow charts but feels that graphs may be difficult to understand sometimes because the amount of information can be overwhelming at times. The multimodal learner can be placed in two categories. One category is the context specific learner. This type of learner chooses the mode that best fi ts the need at that specific time. Their scores on the VARK questionnaire are usually between 13 and 26. This learner tends to fall into this category now. The other category is the whole sense approach. This type of learner uses a number of their modes of learning in combination and their scores on the VARK questionnaire are usually above 30. One disadvantage of this may be that the learner may not fully understand new material. Initially when this learner first returned to school for her Associates Degree in Nursing, she was this type of learner. It did not take long for her to adjust her study habits and find a learning style that was better for her. For the online courses of this nursing program, this learner has used more of the read/write mode of learning. This has worked best for her because of the fast pace of the classes and the amount of material covered. She does use more than one mode of learning when the situation requires it, and she feels that will be the case as the school year continues. The VARK questionnaire was very interesting. This learner was surprised the learning styles could be assessed from only a few questions, but the results were fairly accurate. In this fast paced  course of study the learner feels that the results of this questionnaire and good time management will help her to be successful in this and upcoming classes. References Fleming, N. a. (2006). Learning StylesAgain: VARKing up the right tree!, Educational Developments . SEDA Ltd. Issue 7.4, 4-7. Reiner, C. &. (2010). The Myth of Learning Styles. Change. Retrieved from http://library.gcu.edu. VARK a guide to learning styles. (n.d.). Retrieved from http://www.vark-learn.com/english/page.asp?p=multimodal.

Bahrain Bay Essay

1. What are Bahrain Bay’s four foundational philosophies, and how might they be used as marketing tools? The first is aesthetics, a dedication to state-of-the-art architectural designs that create a modern image of this real estate project. From a marketing perspective, the artistic designs are the key edge of Bahrain Bay’s buildings. The second is community. Rather than marketing each building individually, Bahrain Bay seeks to maintain unified community for its residents and business people. It extends beyond the traditional concept of marketing a service into place marketing, where an integrated community is born. This is supported by the digital technologies and infrastructures. The third is social equity. The Bay offers a wide range of opportunities for all. It believes to serve its stakeholders. Bahrain Bay promises a quality of life for residents, businesses and visitors alike. The fourth and last philosophy is tomorrow’s environment. By employing top-notch technologies and ecologically sound infrastructures, Bahrain Bay is environmentally friendly, sustaining a city for generations to come. 2.What would you see as Bahrain Bay’s mission?  Bahrain Bay is a stunningly presented collection of waterfront residential, retail, and commercial developments, representing a unique new focal point in Bahrain. 3.What is the MIPIM, and why was it important far Bahrain Bay to target as potential customers, investors, developers, and retailers? MIPIM is the world’s foremost real estate trade show, held on a yearly basis. It brings together the most influential real estate professionals to explore major international property development projects, connect with potential partners, and strike deals over 4 intensive days. Bahrain Bay had to promote their project, in a setting that gathers would-be investors, real estate professionals, who are their ultimate potential customers. 4.Why might the Kingdom of Bahrain be an attractive location for overseas investors? Because its stable rather booming economic status as a major financial and commercial center, as well as many rising projects like Bahrain Investment Wharf, Bahrain Financial Harbor, Bahrain City Center and many others.

Simple Conjugations for the French Verb, Ouvrir, Meaning to Open

Simple Conjugations for the French Verb, 'Ouvrir,' Meaning 'to Open' The French verb  ouvrir  means to open. It is  an  irregular  -ir  verb. Conjugating irregular French verbs can difficult for most students, but there is some good news: There are distinct patterns in the conjugations of  irregular -ir verbs, which French grammarians have anointed  le troisià ¨me groupe  (the third group).  So while  there are roughly 50 irregular French  -ir  verbs,  these shared patterns mean that you will only have to learn about 16 conjugations. Conjugating Irregular -ir verbs There are three groups of irregular  -ir  verbs. The verb  ouvrir falls into the second group, which  consists of verbs that end in  -llir,  -frir, or -vrir. Almost all are conjugated like  regular French  -er  verbs. In addition to ouvrir, this group includes the following verbs, plus their derivatives: Couvrir  Ã‚  to cover  Cueillir  Ã‚  to pick  Ã‚  Dà ©couvrir   to discoverEntrouvrir  Ã‚  to half-openOffrir  Ã‚  to offer  Recueillir   to collectRecouvrir   to recover, concealRouvrir   to reopen  Souffrir  Ã‚  to suffer Conjugating Ouvrir With regular  -ir  verb conjugations, the stem remains intact; in irregular  -ir  verb conjugations, by contrast, the stem does not remain intact throughout. The conjugations below include the  passà © composà ©, meaning the  perfect tense, and the  passà © simple, the simple past. The  passà © composà ©Ã‚  is the most common French past tense, often used in conjunction with the  imperfect. The  passà © simple, which can also be translated into English as the preterite,  is also used alongside the  imperfect.  You will probably never need to use the  passà © simple, but it is important to recognize it, especially if you read many French  fiction or nonfiction works. Present Future Imperfect Present participle j ouvre ouvrirai ouvrais ouvrant tu ouvres ouvriras ouvrais il ouvre ouvrira ouvrait nous ouvrons ouvrirons ouvrions vous ouvrez ouvrirez ouvriez ils ouvrent ouvriront ouvraient Pass compos Auxiliary verb avoir Past participle ouvert Subjunctive Conditional Pass simple Imperfect subjunctive j ouvre ouvrirais ouvris ouvrisse tu ouvres ouvrirais ouvris ouvrisses il ouvre ouvrirait ouvrit ouvrt nous ouvrions ouvririons ouvrmes ouvrissions vous ouvriez ouvririez ouvrtes ouvrissiez ils ouvrent ouvriraient ouvrirent ouvrissent Imperative (tu) ouvre (nous) ouvrons (vous) ouvrez Verb conjugation pattern  Ouvrir is an irregular verb All French verbs that end in -frir or -vrir are conjugatedthis way. Using Ouvrir There is probably no better use for the word  ouvrir than during the holidays, especially at  Christmastime. Just as in the United States, Christmas is an important holiday in France, and the thought of opening presents brings great excitement. A common way to describe the festive time might be: Comme dans le reste du monde, les Franà §ais se rà ©unissent en famille autour du sapin de Noà «l, et souvent dune petite crà ¨che, et les enfants attendent que le Pà ¨re Noà «l soit passà © pour ouvrir les cadeaux le 25 au matin. This translates as: As in the rest of the world, the French gather around the Christmas tree, and often a little manger, and the children wait for Santa Claus to pass by so they can open presents on the morning of the 25th. Learning to use the verb  ouvrir, then, can help open doors to you as you discuss and take part in many French cultural discussions and celebrations.

A Dolls House Study Guide Essays

A Dolls House Study Guide Essays A Dolls House Study Guide Paper A Dolls House Study Guide Paper Essay Topic: A Dolls House In Love and Trouble Stories of Black Women The fact that Nora pays the porter twice shows Norms wasteful habit, foresee downing that this might lead to problems in the future. 2. It also shows that Nora is obedient to Heeler in front of him,but it also show s another side Norms character as she continues to get what she wants behind his back. 3. Helmets pet names for Nora were: little lark, little squirrel, little spends whirr, and little feathered. These names show Nora as little in the eyes of Heeler giving her quality sees of animal. 4. Heeler shows to be a person who prefers to save money and avoid fro spending his money recklessly, He also believes in a life of no debt and no borrowing. Nora believe sees that money is for spending. Such a nature that she has inherited from her father. She also think S that she is allowed to spend more money now that Heeler is getting a job promotion, and getting g a bigger salary sum. 5. How does this set up a framework for future action? This starts to make this the plot. We already know that Nora likes to spend m none too much, and cant save anything. Hemmer is a man that doesnt like to borrow MO nee, This is what think is going to be the problem and whats going to be the problem in t e play. 6. What does Norms flirtatious behavior suggest about her relationship with Hell Nora and Heeler have a stable relationship, and they also sometimes have a serious and true relationship. Heeler also cares and criticizes her habit of spending none y too much. 7. What literary element is used when Heeler refers to Norms father, and what does Heeler say about the father? Heeler uses a simile to compare Norms money spending problem habits to h re dad. He consider Nora to be an odd little soul who always finds some new way of get ting money out of him. Heeler also says that once she has money it seems to melt in her hands similar to her father. 8. What does the reader learn when Heeler raises the subject of sweets, saying Hasnt Miss Sweetshop been breaking rules in town today? Heeler has actually prohibited Nora from eating sweetmeats, as he believes t hat it will ruin her teeth. Furthermore, she lies to him as she denies having to have taken a b tie or two on a macaroon. 9. When the family was short Of money, what did Nora do so they could all Caleb rate Christmas? What does this symbolize, and what does it suggest about her chaw acted? Nora sat in a room for a full three weeks beforehand, evening until long after midnight so that she could make ornaments for their Christmas tree. Norms doesnt want the family to lose out on anything due to money problems, and will do anything to everyone e can have a good time. 10. What does the reader infer about the Heeler family choice to have servants even when they are in tight economic circumstances? Given their circumstances, the fact that the Heeler family still chooses to have e servants can mean wealth, class and luxury, and could also say the heeler family likes to live a comfortable life. 11. When the doorbell rings, why does Heeler say, If it is a caller, remember that I am not at home? He believes most of his visitors arrive for requests about their financial dispose Zion and especially since he has recently been appointed at a high post in the bank, 12. How is Norms clandestineness illustrated in her initial conversation with Mrs.. Lined? He shares the perfect stories in order to maintain reputation and class in socio TTY. 13. More exposition occurs when Nora discusses Helmets early career with Mrs.. Lined. What does the reader learn about Helmets career? He used to be a barrister but will start to work at a bank in the New Year. Did not get much work as uncertain thing but he will start to receive more money as he assume s the job at the bank 14. What behavioral problem does Mrs.. Lined chide Nora about? Mrs.. Lined chides Nora for her money spending problems. 15. What does Nora reveal about how she and Heeler have managed financially? How did they raise the money needed to go to Italy for his health? What is significant about her comments? Nora says that both of them worked. Heeler was a lawyer, however since he didnt earn enough money at his office, so he chose to leave, when Nora and he got Mari De. Heeler overworked himself in order to provide for the family and fell critically ill. Nor a says she got money from her dad before he died to travel to Italy. 16. What does Mrs.. Lined admit about her marriage? She admits that she married her suburban for the money and there was no I eve in their relationship. 7. Why has Mrs.. Lined come to Norms house? Mrs.. Lined went to Norms house in search of help from her husband in either finding a job. 18. Mrs.. Lined says to Nora, . You know so little of the burdens and troubles of life. What literary devices are used here? Mrs.. Lined uses exaggeration to make her point about Norms experience of the e true world and reality. 19. What is Mrs.. Lindens initial reaction as Nor a begins to reveal the source of the 250 pounds? What does this conversation reveal about the status of women? Mrs.. Lined is baffled when Nora starts to reveal the source of the 250 pounds and begins to wonder where she got it from if it wasnt from her father. Mrs.. Lined states that t a wife cannot borrow without her husbands consent, which says that women hold a lower status in society than their husband or any man 20. Nora gives Mrs.. Lined a summary of the source of the funds. In terms of the wellhead play, why is this important? This is relative as a Wellhead play/ usually contains a strong and climatic bull UDP based on the suspense between characters through secrets and misunderstanding. Hen Nora reveals the truth of the money to Mrs.. Lined. It triggers the climatic and turning g point events. 21. How has Nora managed her own finances to address her debts? Nora has saved a bit up, she has also saved up by buying the simplest and chi pests stuff and saving the rest to pay her interests and installment payment. 22. Why has Norms work copying documents been so important? Copying documents ha s been very important for Nora, as she follows this job as her way for income and money last Christmas in order to pay off debts, 23. What dangers exist in Norms employment? Here are several tasks to perform in her employment so she loses track of the e money she has paid back,the remainder she owes continues to increase due to quarterly interests. 24. At this point in the play, where is the power allocated among Heeler, Nora, a ND Mrs.. Lined? At this moment in time, most of the power is allocated between Heeler and Mrs.. Lined in imprison to Nora. Heeler, because he is unaware of a Norms secret, which could destroy their family simply because of Helmets high moral values, hence why Nora has kept the borrowing of the money a secret in fear of the consequences. Mrs.. Lie need also has a fair share of power as she is let in on Norms secret and can use this to harm the Heeler family or blackmail Nora into getting her a job at Tortillas bank. After borrow Eng without her husbands consent, lying to her husband and getting a job to pay off the prove us debts, Nora seems to be quite powerless and subdued by the fear of Heeler and his reaction to re past actions which she is afraid might have dire consequences. 25. Who is Sarasota? Sarasota is a lawyer who suffers from great disrepute due to his past. He is CLC closely related to the Heeler family as Nora had previously borrowed money from him in or deer to pay for her husbands treatments and the family trip to the south. He is currently w irking at a very low post at the bank, which Dorval is due to join and feels threatened due to the arrival of Mrs.. Lined. He blackmails about revealing her secrets if she refuses to help hi m retain his position at the bank. For a first interaction with the audience, Sarasota pea s to be off very menacing and sinister character, which could possibly be a threat to the Heeler family. 6. What else could Sarasota possibly come to the Heeler home to discuss? Sarasota keeping in mind that he is aware of Norms dark secret, could have c mom to the Heeler home to discuss a raise or a promotion at the bank, which if he doses t attain with Tortillas help, he will force Nora to manipulate her husband. He says he has come to discuss bank business but he could use Dorval to help gain back his reputed ion in society. 27. What does the reader learn when Nora and Mrs.. Lined discuss Sarasota? The reader learns that Sarasota was once a solicitors clerk in Mrs.. Lindens to win, through which she has heard of him. We also learn that Sarasota had a very unhappy marriage and is now a widower and single parent. A sense of vagueness is noted when Mrs.. Lined say he carries on various kinds of business, but doesnt give detail about this. The is implies that he leads a private and a possibly immoral life and indulges in fraudulent buss news. 28. What is revealed in the conversation between Dry. Rank and Mrs.. Lined? It is revealed that in society in the earlier days, women were expected to be y nouns and vilely and not work. Dry. Rank taunts Mrs.. Lined of having some slight internal weakness when she states she cant manage stairs well. Furthermore he shows disbelief fee when she explains she hasnt come to town to amuse herself with entertainments, b UT in fact to kick for work. 29. What can the reader infer from Norms question as to whether all the people who are employed in the Bank are now dependent on Dorval? The nature of Norms question shows that she likes when Dorval has power a ND has people depend on him. Her overjoyed reaction to the Doctors answer shows that SSH e wants this to e the case as Ton,lad had previously said that living with debt means you are dependent on someone and your life is not your own, and with having people dependent on Dorval, it shows that he IS in power. This could also introduce her situation with the per son she previously borrowed money from to take the trip to the south. This also intro educes the theme of power as it is constantly iterated that power is greatly appreciated I n their society, and Nora believes that this could be a good thing for her family after their tribe ululations. 30. What is important about Norms offer of macaroons to Dry. Rank? Norms offer of macaroons to Dry. Rank show that she either shares a good real actions IP with him that she is allowing her secret of purchasing macaroons to be revealed. O r secondly, she is in a mood to celebrate news and hence does so. She provides Dry. Rank with something sweet to distract him, even though she knows that she is behaving irresponsibly and sharing forbidden sweetmeats with Dry. Rank. 31. How does Nora manage the conversation when she asks her husband to give Mrs.. Linden job? Nora approaches the subject very carefully and emphasizes the fact that Mrs.. Lined has taken a long journey in order to see Dorval. After this she uses persuasive la engage and praises Heeler in order manipulate and convince him into giving Mrs.. Lined a job. She praises both of them by saying, Christine is tremendously clever at bookkeeper inning as well emphasizing the fact that she is anxious to work under some clever man. The techniques helped to convince Dorval into considering helping Mrs.. Lined. 32. Why is Norms management of the conversation significant? Norms management of this conversation was significant as it depicts her pop re and influence over Dorval. Through this, the audience sees her ability to manipulate ate Dorval: his could also be a foreshadowing of another incident where she may be for cede to manipulate Dorval in order to keep her family in accord. This also shows that Dorval loves Nora a lot, as he allows her to direct his decisions in a society where women a re generally considered inferior and disallowed from making decisions or conducting the m generally. This also shows that Nora has been able to maintain Tortillas trust and Balkan CE a healthy relationship. 33. Why does Ibsen insert a scene of Nora romping with her children? The insertion of the scene of Nora romping with her children depicts Nora as young and lawful character who cares about her children very much. Her children adore her and this portrays her as a motherly figure that is dollied by her children. This support s the fact that she cares about her family as she has kept the debts a secret and is paying the me off individually in order to avoid any further strain to her husband. The placemen t of this scene also helps to lighten the mood of the play and comes across as a calm before the storm, as after this it is revealed to us that Nora is indebted to Sarasota. 4. What is Crossroads relationship with Nora? Sarasota is Norms moneylender and provides her money for the family to tar el to Italy in order to provide Dorval with the required treatment to save his life. Nora lied to Sarasota and forged her fathers signature on the official documents, which is later disc overfed by Dorval, who uses this secret to better his position at the bank wit h Norms hell p. He uses this crime to blackmail her into convincing Dorval to help him gain his repute Zion in society. 35. What is ironic about the following conversation? Nora : When anyone is in a subordinate position, Mr.. Sarasota, they should really b e careful to avoid offending anyone who-?who-? Sarasota : Who has influence? This conversation appears to be very ironic as Nora implies that Sarasota is in the subordinate position when dealing with bank matters with Dorval, hence she demands respect and warns him to be careful not to offend anyone, in this case herself, if he is expecting any changes with his situation at the bank and hoping to receive he Ip from Dorval. This is contradictory, as it has just been revealed that Sarasota know s that Nora forged her fathers signature on the loan documents, which gives Sarasota the e apprehend and the position to blackmail Nora who is seen as the subordinate in that mat term. Sarasota can use this to get Nora in trouble and hence, Nora should be really careful n tot to offend Sarasota since he has the evidence and influence to destroy her life. 36. What is discordant about Crossroads request that Nora influence Heeler in the e matter of Crossroads job? 37. Why does Sarasota think he is being fired? Sarasota believes that he will be fired as he saw Mrs.. Lined walk with Dorval and thinks that he is going to get her a job at the bank in order to replace Sarasota. Grog stand has a mindset that Dorval has the ability to influence decisions at the bank, cousin erring he will be asking up the post of the bank manager. Furthermore, this fear arises from the e thought that Dorval and him do not share the best working relations; hence his job at the bank is at risk. 38. In another example of exposition, what does Sarasota reveal about himself? Sarasota reveals to Mrs.. Heeler that he too on one incident, had committed a fraudulent act which was nothing more or nothing worse than what she had done. He also reveals that this indiscretion, what he considers himself guilty of was one false step, which h lost him all his reputation. Hence, in order to gain back his reputation, he is willing to go extents in order to secure his position at the bank and regain his reputation in society. 39. What does Sarasota mean when he says, l have the means to compel you? Sarasota tries to insinuate that due to Norms forgery of the signature and the fraud, which she committed when attempting to borrow the money, he has the power to manipulate her and force her to do things that she may disagree to. Furthermore, since Torts Id doesnt know that Nora approached Sarasota to borrow money for their trip, he cool d tell him causing disrepute to Nora. This example is seen when he tries to get Nora to c involve Dorval to secure his position at the bank, otherwise he threatens to reveal he r wallet secret. Through these means, Sarasota is going to compel Nora into doing HTH nags for his benefit, even if she disagrees to, as he currently has vital information that has the power to destroy her family and ruin her life and reputation in the society. 40. What is Norms reaction? Nora begins to panic and is afraid that if she doesnt comply with Crossroads w ashes, he will reveal her secret to Dorval.

Conjugating Spanish Verbs in the Conditional Tense

Conjugating Spanish Verbs in the Conditional Tense The conjugation of the conditional tense is fairly straightforward, because all three types of verbs (-ar, -er and -ir) use the same ending, and the ending is applied to the infinitive rather than to a portion of the verb. Also, there are few irregular verbs in the conditional. These are the endings that are applied to turn an infinitive to a verb in the conditional tense: First-person singular (I): -à ­aSecond-person singular (familiar you): -à ­asThird-person singular (he, she, formal you): -à ­aFirst-person plural (we): -à ­amosSecond-person plural (familiar you): -à ­aisThird-person plural (they, familiar you): -à ­an As an example, here are the conjugated forms of vivir (to live) using the same pattern as is applied to all regular verbs. Yo vivirà ­a, I would liveTà º vivirà ­as, you (informal singular) would liveUsted, à ©l, ella vivirà ­a, you (formal singular), he, she would liveNosotros, nosotras vivirà ­amos, we would liveVosotros, vosotras vivirà ­ais, you (informal plural) would liveEllos, ellas ustedes vivirà ­an, they, you (plural formal) would live You may notice that the endings attached to the infinitives are the same as the endings of haber in the imperfect, just as the endings attached to infinitives to make the future tense are the same as the endings of haber  (but with added accent marks) in the present tense. And theres another similarity with the future tense: Some verbs are irregular in the future tense in that the ending is attached to a variation of the stem rather than to the infinitive. The same verbs that are irregular in the future tense are irregular in the conditional, and in the same way. So just as the first-person future of tener is tendrà © instead of tenerà ©, the first-person conditional of tener is tendrà ­a instead of tenerà ­a. The same pattern is followed for the other persons, with this being the full conjugation of tener in the conditional: tendrà ­a, tendrà ­as, tendrà ­a, tendrà ­amos, tendrà ­ais, tendrà ­an. Common Verbs With Irregular in the Conditional Here are the most common verbs that are irregular in the conditional: Caber (to fit): cabrà ­a, cabrà ­as Decir (to say): dirà ­a, dirà ­as Haber (to have): habrà ­a, habrà ­as Hacer (to do or make): harà ­a, harà ­asPoder (to be able): podrà ­a, podrà ­as Poner (to put): pondrà ­a, pondrà ­as Querer (to want): querrà ­a, querrà ­as Saber (to know): sabrà ­a, sabrà ­asSalir (to leave): saldrà ­a, saldrà ­as Valer (to be worth): valdrà ­a, valdrà ­as Venir (to come): vendrà ­a, vendrà ­as The other verbs that are irregular in the conditional are based on these verbs. For example, proponer follows the pattern of poner, and deshacer follows the pattern of hacer. Finally, here are some examples of sentences using the conditional: Te amarà ­a si supiera tu nombre. I would love you if I knew your name.No comprarà ­amos tantas cosas. We would never buy so many things.Si me preguntan, yo dirà ­a que lo mejor es decir no. If they ask me, I would say that the best thing is to say no.Nos decà ­an que no saldrà ­amos vivos. They told us we would not leave alive.Si recomendaran mi libro  ¿lo leerà ­an ustedes? If they were to recommend my book, would you read it?

Reflective Paper Assignment Example | Topics and Well Written Essays - 2000 words

Reflective Paper - Assignment Example Personnel manement also dealt with labor relations. Employees were only treated as machines and were only used to get work done. Towards the end of 1940, people working in organizations realised that their feelings were affected by their working conditions and also effected their productivity. During this time personnel management approach was discarded and human relations approach was adopted. The human relations approach focussed more on the social and psychological factors such as: Working conditions Relationship between the workers and their managers Support and style of leadership of the mangers workers involvement in the decision making process The human relations approach helped to change the attitude of the managers towards the workers, they started treating the workers like human being and not just machines for the production of goods. However with the emergence of HRM people of the organization were recognized as a source of competitive advantage. HRM can therefore be terme d as a system of policies, practices, programmes, philosophies,and decisions that affect the bahavior, performance, attitude of the people of the organization so that they are satisfied, perform and contribute in achieving the objective of the organization. Human Resource Management includes practices like human resource planning, job profiling, job design, job analysis, recruitment, selection, orientation, training and development, compensation, performance management, grievance management and maintaining labor relations. Functions of HRM Figure 1: Multiple Role Of HR Functions (Amos,Ristow,Pearse, & Ristow, 2009, 10) From figure 1 we can say that an effective HR function fulfills multiple roles such as alligning its own strategies with the overall business strategies and assisting the business in organizing itself for the execution of all its strategies. It becomes very apparent from the figure that HRM plays a continuous role both in strategy formulation as well as in the impleme ntation process. The function of HR can be classified in three broad heading (Pravin, 2010,6) These are: 1. Managerial Functions 2. Operative Function 3. Strategic Function The Managerial function of HRM involves planning, organizing, staffing, directing, and controlling. Planning- It is an effective tool for determining the personnel programmes that are neccesary to achieve the organizational goals. Accurate forecasting is the is vital for the success of any plan. Planning involves establishing the goals and objectives that are to be achieved, developing the rules and procedure and determining plans and forecasting techniques. Organizing- After formulation of the plans, the organization of men and materials are done for accomplishment of the plans. Through organizing, a firm establishes its structure or hierarchy and determines the authority, accountability and responsibility of the employees in regards to the job. Organizing involves giving each member specific tasks, establishing divisions and departments, delegating and establishing channels of authority and communication and creating a system to coordinate the works of the members. Staffing- It involves the creation and maintainance of human resources through employment, training and development, benefits and industrial relations measure. It involves

Career Aspirations Research Proposal Example | Topics and Well Written Essays - 2750 words

Career Aspirations - Research Proposal Example This is my short-term plan for the next 5 years. An accountant must be very good at numbers, precise, analytical and willing to work in a flexible schedule. There are many occasions wherein one has to render overtime especially when a lot of transactions were made in a single day .It is a must for an accountant to have an over-all knowledge of accounting, finance, budgeting, cost control and the GAAP (Generally Accepted Accounting Principles).It is also important for an accountant to be updated with existing financial regulations on the federal as well as national level. It is important for someone who wants to be an accountant to be very patient in handling details. But aside from the technical work, it would also be good if I have good interpersonal skills since I have to deal with different people inside an organization. I need to do a lot of explaining about finance which is sensitive topic for most people. Moreover, I believe I should be very, very objective. One of my strengths is the ability to persevere under trying conditions. I am a very patient person and this attribute would greatly help me in this career. For one, I have encountered a situation wherein I have to explain procedures that someone must follow. The incident happened when I was then assisting in my relative's small business during summer. They had a small grocery which had long-term customers. One grocer returned a box of milk since the date showed that it has already expired. I calmly explained that I need to keep the box as proof but I can't return her money since I do not have the authority to do so. She was insistent and started cursing me. I called my aunt on the cellphone and informed her of the situation. She immediately ordered me to refund the payment. At the end of the day, it was only then that I realized that I was patient and tactful in handling the old lady. I followed the procedure and asked for advice before I acted on the

Personeal Development Planning (PDP) Essay Example | Topics and Well Written Essays - 5500 words

Personeal Development Planning (PDP) - Essay Example Moreover I have also observed how they analyse a candidate during the interpersonal process and at the same time make them feel comfortable. Although the feedback that I received from my peers was largely positive, my supervisors have clearly pointed out certain inherent drawbacks that I have. However, through extensive reading I have learnt a lot about effective interviewing and I have also applied the knowledge so gathered during mock-interviews that I had arranged with the cooperation of my colleagues. During the process I have realised that my technical acumen has to be honed and currently I am working on this area. On a whole the feedback from my peers has been good and they have encouraged my efforts. I have come to a decision that I will continue to read more in order to analyse the behavioral aspects of the interviewing process so that I can get rid of the personal biases that my supervisors have pointed out in me. I am hopeful that the successful manifestation of my short-te rm as well as long-term objectives will help me perform even better as an interviewer. 3. Mail from the peers – (2.3) – They appreciated my ability of active participation, multitasking & managing mails from co-workers – (2.4) – Congratulated me after the team won the lawn tennis match. One needs to have good time management skill in order to be successful in life. Hence I decided to improve my time management skill as far as possible. I feel all my efforts assisted me to overcome the habit of mealtime management. Now I can plan my schedule as per the priority order which I feel has helped me to implement my plan effectively. My on-job trainings taught me how to finish ones work in a more organised manner. With time I realised that time management is a combination of both art and science. One need to be logical while segregating the time into different activities. From my early college days my study pressure made me forego cultural programs of any kind;

Supreme Court Holdings Essay Example | Topics and Well Written Essays - 500 words

Supreme Court Holdings - Essay Example United States, 365 U.S. 505, 509 -512 (1961).†2 â€Å"[This] however, [which held] that, when the Government does engage in physical intrusion of a constitutionally protected area in order to obtain information, that intrusion may constitute a violation of the Fourth Amendment even if the same information could have been obtained by other means.†3 The search and seizure in U.S. v. Karo was highly unusual. However, it was held that â€Å"[t]he evidence seized in the house in question, however, should not have been suppressed with respect to any of the respondents.†4 â€Å"The information that the ether was in the house, verified by use of the beeper without a warrant, would be inadmissible†¦invalidat[ing] the search warrant†¦Ã¢â‚¬ 5 So, even though the search warrant was eventually inadmissible, there was enough evidence that was pertinent to the case which was not tainted which allowed for the defendant to finally be prosecuted. â€Å"[This premise won’t] be violated,†¦no warrants shall issue, but upon probable cause, supported by oath or affirmation, and particularly describing the place to be searched, and the person or things to be seized.†7] To this writer, what is particularly disturbing is that the Fourth Amendment does not guarantee completely against unreasonable searches and seizures, as the plaintiff in Knotts and the defendant in Karo were both subject to actions basically without warrants. Further, what is more cogent is that one needs to impress upon those in power that the authorities must â€Å"obtain a search warrant from a magistrate by showing the need for it, and to conduct themselves according to law. This is an important guarantee of the right of privacy.†8 To the naked eye it seems that Constitutional rights were violated. In both cases, sufficient evidence was supposedly later found to corroborate with not having invaded personal privacy—and if personal privacy was invaded, Constitutional

International Marketing 1 Essay Example | Topics and Well Written Essays - 1000 words

International Marketing 1 - Essay Example The processes followed in the host country are exactly similar to those in the home country. The top management views domestic methods and human resources as the most efficient and superior in overseas markets. An export department controls overseas markets at home and the marketing staff comes from home country. This approach is associated with attitudes of national arrogance and supremacy. It best suits small firms that are just entering international market or firms where relative volume of overseas sales is insignificant making product modifications uneconomic (Wind, 1973). Polycentric management orientation (host country orientation) on the other hand according to Wind is the opposite of ethnocentrism. The term polycentric explains a company’s often-unconscious supposition that each country in which it does business is unique. The directors consider the foreign market too difficult to understand. It holds the philosophy that local human resources, who best understand national market conditions and strategies, are best suited to deal with local market. This is due to national differences and the need for local responsiveness. Home country products are also adapted to meet local needs. However home country managers remain dominant in the head office. Each subsidiary develops its own distinct and independent business and marketing approaches. This approach is best for larger firms and it is characteristic of multinational companies. Regiocentric Orientation management, which Wind also calls a regional orientation, is an attitude that recognizes the significance of national and cultural variations but perceives them as most important at the regional level. The assumption is that the regional workers know their market better and instead of having many representatives in various countries, they can serve an entire region for economies of scale purposes. A regiocentric company views different

Supreme Court Holdings Essay Example | Topics and Well Written Essays - 500 words

Supreme Court Holdings - Essay Example United States, 365 U.S. 505, 509 -512 (1961).†2 â€Å"[This] however, [which held] that, when the Government does engage in physical intrusion of a constitutionally protected area in order to obtain information, that intrusion may constitute a violation of the Fourth Amendment even if the same information could have been obtained by other means.†3 The search and seizure in U.S. v. Karo was highly unusual. However, it was held that â€Å"[t]he evidence seized in the house in question, however, should not have been suppressed with respect to any of the respondents.†4 â€Å"The information that the ether was in the house, verified by use of the beeper without a warrant, would be inadmissible†¦invalidat[ing] the search warrant†¦Ã¢â‚¬ 5 So, even though the search warrant was eventually inadmissible, there was enough evidence that was pertinent to the case which was not tainted which allowed for the defendant to finally be prosecuted. â€Å"[This premise won’t] be violated,†¦no warrants shall issue, but upon probable cause, supported by oath or affirmation, and particularly describing the place to be searched, and the person or things to be seized.†7] To this writer, what is particularly disturbing is that the Fourth Amendment does not guarantee completely against unreasonable searches and seizures, as the plaintiff in Knotts and the defendant in Karo were both subject to actions basically without warrants. Further, what is more cogent is that one needs to impress upon those in power that the authorities must â€Å"obtain a search warrant from a magistrate by showing the need for it, and to conduct themselves according to law. This is an important guarantee of the right of privacy.†8 To the naked eye it seems that Constitutional rights were violated. In both cases, sufficient evidence was supposedly later found to corroborate with not having invaded personal privacy—and if personal privacy was invaded, Constitutional

Intergovernmental Management Research Paper Example | Topics and Well Written Essays - 1250 words

Intergovernmental Management - Research Paper Example Collaboration is a deliberative process, which involves the participation and debating of issues by everyone, including the public, who have a stake in the outcomes too. However, collaboration needs consensus to be reached between the stakeholders and the public. Networks are also vital in collaborations. Reaching a consensus is easy, but translating the consensus into results is the hard part. The networks are responsible for guiding and supporting implementation, as well as supporting the management responses. Margerum integrates the seven Cs into the collaboration process. First communication, which is sharing of information, is essential. This could be one-way or two-way. However, a two-way communication is most appropriate for collaboration, as it is more interactive. Consultation between government or non-governmental organizations and the people offers a significant exchange of information and gives an opportunity for feedback from the public. In addition, conflict resolution in collaboration begins with communication, which must be effective. Conflict resolution may be formal or informal. Consensus building involves stages that lead to a mutual agreement between the involved parties. Cooperation makes the parties work independently toward one goal. Finally, coordination makes the parties work collectively toward one common goal (Margerum, 2011). On the other hand, Norris-Tirrell and Clay in their collaboration model, define collaboration as a way of addressing problems affecting the public through the sharing of information and knowledge among different parties to result in positive change. Before getting into collaboration, it is important for the parties to be prepared to work outside the boundaries of their organizations or departments. In addition, Norris-Tirrell and Clay present collaboration as a continuum and argue that collaboration

Primate Society and Human Society Essay Example for Free

Primate Society and Human Society Essay The present paper is intended to discuss the similarities between the social behaviors of baboons and humans according to the book â€Å"Almost Human† by Shirley Strum. The first manifestation of social behavior Shirley Strum noticed is threat signals the animals convey when a newcomer appears (Strum, 1987, p. 24). Furthermore, as the newcomer approaches, juveniles and adult females circle around him and carefully examine him. The animals introduce themselves in an interesting way: â€Å"A female â€Å"presents† to a male when she approaches and turns her bottom toward his face; then the male will generally sniff her to see if she is sexually receptive. Two males can also present to each other with no sexual intention at all, and the same greeting is frequently exchanged by females, juveniles and even babies when they can manage it. † (Strum, 1987, p. 25). In several days upon the arrival of the newcomer, he remains an outcast, yet the other tribe members keep their eyes on each movement he makes. When a female comes closely to a male, the latter narrows his eyes, shakes head and smacks his lips – this physical manifestation is quite common among baboons. However, if the male is not considered â€Å"popular† in the group of animals, the female might simply flee without introducing herself, then male continues grimacing as described above and accompanies the grim with soft grunting. The couple play this game for quite a long time – the female approaches and then quickly distracts and escapes, whereas the male continues to exhibit his â€Å"infatuation†. Such social â€Å"games† are played between men and women in our society. For instance, when a woman presents herself to a man, she smiles and shakes hands with him. They also verbally exchange their introductory information – name, occupation, hobbies. At the same time, the man, who considers marriage or searches for a sex partner, processes the information about the woman’s appearance and . If he is attracted to the woman, he begins to make slight hints and social gestures – e. g. , he might distinguish her amongst his friends and become more sincere, invite her to a theatre, cinema or dinner, give her gifts and flowers and so forth. However, if the woman notices the man has low social position or does not meet her social requirements, she is likely to lose interest in his â€Å"candidacy†. However, if the man persists and manages to present his interest as genuine and stable, the intimate relationship might begin. Human and baboon behaviors in cross-gender relationships are quite similar. Primarily, baboons present themselves to one another in order to learn more about a stranger; similarly, humans introduce themselves both verbally and through smiling, shaking hands. This introductory stage allows gathering the basic information and determining the primary sources of threat in the â€Å"interlocutor† (e. g. , contagious disease, among humans – armor etc). Among humans, smile acts as a sign of the person’s peaceful intentions, as humans are less proficient in the use and understanding of body language. Further, as a female baboon approaches the male and gives him an opportunity to inhale her odor, she shows to him that she is sexually mature and can have intimate contact. Moreover, such close introduction allows the male to examine her appearance, or â€Å"beauty† – this factor is extremely important, given that â€Å"beauty† in primate groups is associated with physical health and fitness. The healthier the female is the stronger progeny she can bear and the fewer problems with bearing and birth she will experience. Similarly, human males assess the female during the first seconds of encounter, in particular, they pay attention to such criteria as age, physical beauty and erudition, as they half-consciously select (not always intentionally) a potential sexual partner or spouse and subconsciously believe younger (to reasonable degree, but generally younger in comparison to the male), smarter and more gorgeous women are fitter and better prepared for life in this society. Female baboons show their bottoms when they seek to lure a male, perhaps because appropriate building of this body part serves as a proof of the female’s sexual maturity and health. Human females, who wish to look â€Å"attractive†, also demonstrate their bodies, not necessarily naked, but always underlined by stylish clothes, make-up and accessories. After evaluating the female and determining whether she fits his criteria of physical development and appearance, the male baboon himself seeks to attract the female by displaying his interest and showing his own fitness and strength. Similarly to the primate society, among humans, there is also a behavioral pattern which consists in male’s responsibility for making the first step towards a stable relationship (e. g. inviting the woman he is infatuated with to a dinner, entertaining her, paying a lot of attention to her personality). If the female baboon realizes that male is outcast, she will continue ignoring him for some time, as the fittest males, whose inheritance will be most favorable to the future progeny in terms of survival, are normally popular in the tribe and have a high degree of authority. Furthermore, popular member of the tribe is more capable of providing for his female when she is consumed by â€Å"childcare†. Like female baboons, women become quite suspicious when meeting social outcasts or men of lower social status, who are potentially less likely to meet the needs of the family after the baby appears. However, in both societies, if the male manages to prove his dependability and keeps attending to the female for a long time, the latter might change her mind and find him eligible. As one can assume, human social behavior in cross-gender relationships is driven largely by instincts exhibited by primates. The factors humans and primates consider when selecting a sexual partner are in many cases the same, as males of both groups first and foremost evaluate physical fitness, whereas females in both baboon and human societies make a more complex analysis and also look at the male’s social position envisioning the necessity of taking care of defenseless and dependent progeny (or children). Both humans and animals are greatly concerned about the physical characteristics of the next generation, which partially backs Darwin’s theory of the survival of the fittest and the inborn striving for the survival of the species.

Celebrity Endorsements in Advertising

Celebrity Endorsements in Advertising Celebrity endorsements Abstract The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. The use of celebrity endorsements are a means of creating awareness of the brand advertised. This investigations main purpose is to explore the influences that celebrity endorsements have on the consumers motivation to purchase, in particular focusing on sports celebrities. Celebrity endorsement have become a widely recognised form of advertising, however there is still some doubt as to whether celebrity endorsements are an effective technique in influencing consumers to purchase. This investigation will conduct essential research by critically analysing the academic literature, whilst undertaking further primary research to establish a broader insight into celebrity endorsement. Findings from the primary research will be analysed and discussed, finally a conclusion will evaluate primary research against the literature review. Introduction The author will present a general understanding of the topic, in the first chapter. Furthermore, the author will also present the problem area, which this study will be based on, followed by the purpose and outline of the study. Nature of the Topic This report will illustrate relevant research and theories on celebrity endorsement and how they are becoming an attractive tool within advertising. The central point of this investigation will focus on whether celebrity endorsement has an impact on consumers motivation to purchase, and will be primarily looking at sports celebrities. This investigation will emphasis on the use of sporting celebrities in advertisements as they have achieved their celebrity status through sporting success as opposed to it being either ascribed or attributed Achieved celebrity derives from the perceived accomplishments of the individual in open competition In the public realm they are recognised as individuals who possess rare talents or skills. (Rojek, 2001) According to industry sources, approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (Sherman, 1985 cited in Agrawal and Kamakura, 1995). Premeaux (2005 cited in Bailey, 2007) suggests the reason why this figure is so high is the ability of the celebrity endorser to get and hold attention with evidence of the positive impact of celebrity endorsers on brand recall. Freiden (1984) concluded that celebrities are particularly effective endorsers because they are viewed as highly trustworthy, believable, persuasive, and likeable. Although celebrities are an increasingly popular tool in advertising, what impact do they have on consumers attitudes? It is the aim of this study to outline whether celebrities have an effect on consumer purchasing behaviour. To investigate this issue, many key areas of celebrity endorsement need to be researched, including consumer buyer behaviour, the effects celebrity endorsements have had on organisations and consumer attitudes in the past, whilst also assessing possible advantages and disadvantages of using celebrity endorsements in promotion techniques. Rationale for Selecting Topic The initial reason this topic was chosen to research was that the author has a particular interest in this aspect of marketing, and how celebrities are becoming an increasingly attractive tool for organisation to promote their brand and how this technique motivates consumers to purchase. Therefore the rationale as to why I chose this topic area is that it is a current and contemporary issue of marketers. It is a marketing communication tool that is used widely across western culture thus being relevant and significant in todays market. Objectives For this investigation, the author has specific aims that include: To reveal whether celebrity endorsements effect consumers purchasing decisions and to what extent. To examine within the literature review the influence of celebrity endorsers compared with normal people. To carry out appropriate research methodology based on the review of literature that will establish whether celebrity endorsements are successful in motivating consumer purchasing behaviour. To analyse findings and conclude whether celebrities do influence consumers motivation to purchase. Structure Chapter Two Literature Review The review of literature will examine past theories and research on celebrity endorsements, outlining relevant areas involving; consumer buyer behaviour, celebrity versus non-celebrity advertising, key attributes organisation require in an endorser and benefits and limitations of using this communication technique. Chapter Three Methodology This chapter will examine both primary and secondary research methods that have been utilised in this study to enable the author to meet the specified aims and objectives. Additionally advantages and disadvantages of each method will be justified Chapter Four Findings, Analysis and Discussion This section will show the results obtained from primary data, which will be analysed and evaluated against theoretical research presented within the literature review. Chapter Five Conclusion This chapter will interpret and evaluate the findings from primary research conducted in conjunction with academic literature. The conclusion will draw deductions on whether celebrity endorsements do influence consumers motivation to purchase. Literature Review This chapter seeks to explore the most crucial attributes that is mostly associated with celebrity endorsement strategy. This in turn, to apply the following attributes in the methodology part of the study. Introduction The aim of this literature review is to give a comprehensive discussion of the range of theories which offer frameworks to aid in answering the research questions in relation to the effects sports celebrity endorsements have on consumer buyer behaviour. Theories are chosen within this chapter as those which form the core of consumer behaviour theory relating to the marketing principles. In particular literature is explored which examines the influence of sports celebrities in advertising products/brands. One way of perceiving marketing is the achievement of business goals through anticipating, meeting and satisfying consumer needs (Blackwell, Miniard and Engel, 2001). Unsurprisingly markets must conduct consumer behaviour research in order to understand their target customer better than other competition and as a result of this it will allow strategic marketing mixes to work more effectively for organisations (Jobber, 2001). Recent studies maintain that attracting new customers has a much higher cost than the retention of existing ones for an organisation thus companies must build up efficient and effective communications with both existing and potential consumers through its marketing mix strategy. As a result below-the-line promotions have established themselves as a major element of the marketing mix, with advertising traditionally being the dominant communication tool for organisations (Lanman, 2003). In terms of using sports celebrity endorsements in advertising, it is often used in advertising that strongly depends on a strong brand image from a social perception. Celebrities can be seen as a useful force in expressing the brand characteristics to consumers in a direct way. However Solomon, Bamossy, Askegaard and Hogg (2010) state that consumer behaviour is dynamic, meaning the entire purchasing decision process is complex. Customers will be influenced by various factors such as reference groups, social effects as well as local cultural factors, these aspects impact on the way in which a consumer will make decisions. Therefore it is important that marketers carry out consumer research and analysis to be aware of important trends and evaluate these aspects. Due to the characteristics related to the purchasing process, this literature review will focus on individual buying behaviour in relation to sports celebrity endorsement. Defining Celebrity Endorsement Marketers usually use individuals who have achieved some form of celebrity status to serve as a spokesperson for their brand. Most celebrities that are hired by an organisation to endorse their product or brand are popular people, television stars, movie actors or famous athletes (Shimp, 2007). Furthermore, when an organisation decides to use an endorsement strategy as their marketing communication method, one of the main focuses lies within exposing the brand (Kotler, Armstrong, Wong and Saunders, 2008). The use of a celebrity endorser can be seen as the source of a message the company wishes to expose to their target audience. According to Belch and Belch (2009), the term source, when talking about the involvement in communicating a marketing message, can occur either be directly or indirectly. Directly can be the celebrity who functions as a spokesperson for the brand and sends out information that the company desires to deliver to their target audience. Alternatively indirectly is when a celebrity does not send the message but draws attention to and/or enhance the appearance of the advertisement. The marketer must select a celebrity that has a good fit with the brand, that is intended to be exposed (Pringle, 2004). Using sports figures as product endorsers has also been shown to be an effective marketing strategy. Endorsement is the use of a sport celebrity by a company to sell or enhance the image of the company, product, or brand. Product endorsement using sport celebrities has been found to impact attitude toward an advertisement (Tripp, Jensen and Carlson, 1994), increase the likelihood of consumers choosing a product or brand (Kahle and Homer, 1985; Kamins, Brand, Hoeke and Moe, 1989), and increase the profitability of a firm (Agrawal and Kamakura, 1995). Product endorsements may be explicit (I endorse this product) or implicit (I use this product) (Seno and Lukas, 2005). The use of athlete endorsements provides an opportunity for companies to associate with attributes not found in other types of celebrities. More specifically, winning, success, teamwork, and community are associations an athlete may offer that other forms of celebrity may not (Jones, Bee, Burton and Kahle, 2004). When an organisation decides to use a celebrity in their endorsement strategy, there are three important source factors that need to be considered, these include; source-credibility, source-attractiveness and source-power (Belch and Belch, 2009). These attributes will be discussed in section 1.8. Consumer Purchasing Process and Motivation As Individuals consumers usually purchase products or services for personal consumption either for private purposes, domestic or a gift means, these can be defined as end users. Blackwell et al (2001) defines the initial step in the consumer decision process as need arousal in relation to the emotional and psychological needs relevant to the individual consumer, this occurs when an individual senses a difference between what they perceive to be the ideal versus the actual state of affairs. However the degree in which a consumer will actively search to resolve need deficiency relies on the perceived importance of the problem and the distinction between desired and current state. If problem recognition is high then information search and evaluation of alternative options are two potential further stages in the process. Motivation occurs when there is a strong desire or need for a particular product or brand that the consumer wishes to satisfy (Foxall, Goldsmith and Brown, 1998). A seri es of stages must be passed through before an ultimate decision is made whether to purchase or not, during this process a brand choice will be made. Branding strategies used by organisations should be aware of factors that may effect an individuals motivation with regards to needs satisfaction when obtaining products/brands through the initial stages of the consumer decision making process. One determinant of the extent a consumer will evaluate a brand is the involvement the product entails; high involvement decisions means there is a need for extensive evaluation and information search (Hawkins et al, 1992). Price is frequently seen as a main indicator of involvement level as individuals spend increasingly more time searching and comparing information and prices. Whereas Schiffman and Kanuk (2009) claim that customer satisfaction depends on the product or service matching consumer expectations. It has been suggested that each member of the household has definable roles within the decision making process which includes: initiator or gatekeeper, influencer, decider, buyer and user (Blackwell et al, 2006 pp. 486). It is unsurprisin g that organisations pursue branding strategies that incorporate reference group influences such as celebrities to create a specific brand image for the consumer. Popularity of Celebrity Endorsement 235 Celebrity advertising has become increasingly popular amongst organisations with the attempt to get consumers to spend. McCracken (1989) recognised that celebrity endorsement is a ubiquitous feature of modern marketing. The number of organisations now using celebrities in their advertising has increased, as according to Stephens and Rice (1998) In the USA, the use of celebrity endorsers have increased from a little over 15 percent to approximately 25 percent of all adverts between 1979 and 1997. However the celebrity heat is even more evident in Japan with around 70 percent of Japanese commercials featuring a celebrity (Kilburn, 1998). Erdogan et al (2001) highlights the rise of celebrity endorsement in the United Kingdom with approximately one in five marketing programs featuring some type of celebrity endorsement. These figures demonstrate the prevalence of the celebrity appeal as a method of persuasive communication (Hsu and McDonald, 2002). Atkin and Block (1983) claim two fundamental reasons why celebrities are increasingly utilised within advertising. Firstly, celebrities are more efficient at attracting attention to an advertisement in the cluttered stream of messages in which consumers are inundated with advertising messages and secondly, celebrities are perceived as more entertaining and seen as trustworthy because of apparent lack of self-interest. Although the number of advertising featuring celebrities has increased and it seems inevitable that it will in the future, there is still a question of whether celebrity endorsement has an impact on consumers behaviour. This topic will be examined further during the next section. Celebrity Adverts Effectiveness in Relation to Consumer Behaviour 430 OGuinn et al (2008 pp 9) states that advertising plays a pivotal role in world commerce and in the way consumers experience and live their lives as it is part of our language and our culture. Advertising is important part of the decision making process as it enables the consumer to learn about products and the availability of that product, if advertising did not exist, consumers would not be aware of any new products on the market. According to McCracken (1989) a consumers are constantly moving symbolic properties out of consumer goods into their lives to construct aspects of self and world. Consumers face various adverts that try to impact the way in which we behave as a consumer. It is imperative that marketers have advertising campaigns that capture the attention of their target market in order to impact on behaviour. This provides an important incentive to use sports celebrities as part of their advertising promotion as celebrities attract consumers attention with their appealing status which organisation feel will benefit the products awareness (Erdogan, 1999). OGuinn et al (2008 pp 349) describes that a celebrity testimonial will increase the adverts ability to attract attention and produce a desire in receivers attempting to emulate or imitate the celebrities in which they admire. Additionally Atkin and Black (1983) emphasize that celebrity endorsers may be influential as celebrity endorsers are considered to be highly dynamic, with attractive and engaging personal qualities. Audiences may also trust the advice provided by some famous persons, and in certain cases celebrities may even be perceived as competent to discuss the product. It is essential that marketers select an appropriate spokesperson to communicate the message of the brand to consumers effectively, as if a celebrity is chosen that is not admired or relatable to the target market this will hinder the advertisements effectiveness. However Assael (1984 cited in Kamins, 1990) suggests that celebrities are effective endorsers because of their symbolic aspirational reference group association. In addition, Kamins (1990) argues that reference groups provide points of comparison through which the consumer may evaluate attitudes and behaviour. Reference groups vary in how consumers perceive their own characteristics and lifestyles, and whether such celebrity advertising may generate these attitudes and behaviour. Schiffman and Kanuk (2004) believes that sports celebrities can be a powerful force in creating interest or actions with regard to purchasing or using selected goods or services. However Foxall and Goldsmith (1998) believe that a celebrity endorsement does not create a strong pre-purchase attitude but can impact and cause change in the consumers perception process. The complexity of consumer buying behaviour is coordinated with a complexity in assessing the effect of sports celebrity advertising on such behaviour Celebrity Vs Non-Celebrity Endorsement 232 Few studies have compared the impact of celebrity advertising with non-celebrity advertising in determining their effectiveness on consumer behaviour. An investigation conducted by Friedman et al (1977) that used advertisements with celebrities and non-celebrities for a fictitious brand of sangria. They found that the celebrity version of the advertisement had higher rates on the dependant variables; probable taste, advertising believability and purchase intention, compared to the non-celebrity version. Additionally, a study done by Gardner and Schuman (1986) revealed that fifty-three percent of respondents reported that sponsorship (endorsements) increases the likelihood of brand purchase. Agrawal and Kamukura (1995) found that on average firms announcing contracts with celebrities experienced a gain of 44 percent in excess returns. Also a study by Atkin and Block (1983) emphasised that advertisements that had celebrities appearing in them had more positive effects on consumers than those with non-celebrities. Previous research indicated the importance celebrity endorsements have on consumer behaviour. Atkin and Block (1983) consider that the effectiveness of celebrity endorsement is due to the fact consumers believe that the celebrity does not really work for the endorsement fee, but are motivated by genuine affection for the product. Moreover, Tripp et al (1994) showed that the number of exposures to a celebrity advertisement negatively influenced consumers intention to purchase. For an advertisement campaign to have the desired effectiveness on consumers behaviour, the selected celebrity must have certain attributes to attract and retain the consumers attention. Vital Attributes of a Celebrity Endorser 66 Marketers try to select individuals whose traits will maximise message influence. The source may be knowledgeable, popular, and/or physically attractive; typifying the target audience; or have the power to reward or punish the receiver in some manner. Kelman (1961) developed three basic categories of source attributes: credibility, attractiveness and power. Each influences the recipients attitudes or behaviour through a different process (Belch and Belch, 2009). Source Attributes and Receiver Processing Model (Belch and Belch, 2009) Credibility 352 Credibility is the extent to which the receiver sees the source as having relevant knowledge, skills experience and trust to give unbiased and objective information (Byrne et al, 2003). Source credibility is used to imply a communicators positive characteristics that will affect the receivers acceptance of a message (Ohanian, 1990). It can be assumed that a communicator (celebrity) can be perceived as knowledgeable and a person with expertise. Furthermore the source needs to be trustworthy, honest, ethical and believable (Belch and Belch, 2009). These two attributes, which a celebrity must have to be a successful endorser in an advertising campaign, are discussed more in-depth below. Expertise: Belch and Belch (2009) states that a spokesperson is often chosen because of their knowledge, experience, and expertise in a particular product or service area. Ohanian (1990, cited in Belch and Belch, 2009) found that the perceived expertise of celebrity endorsers was more important in explaining purchase intentions than their attractiveness or trustworthiness. Ohanian also suggests that the celebrity spokespeople are more effective when they are knowledgeable, experienced and qualified to talk about the product they are endorsing. Source expertise in persuasive communication, indicates generally that the sources perceived expertise has a positive impact on attitude change (Horai et al, 1974). Trustworthiness: In comparison to expertise, a celebrity needs to be trustworthy when endorsing a product or service. This is based on how honest the celebrity is about what they say concerning the brand (Schiffman and Kanuk, 2009). Additionally, Belch and Belch (2009) argues that while expertise is important, the target audience must also find the source (celebrity) believable. Ohanian (1990) maintains that when a celebrity is perceived more trustworthy, the message will be more effective and the receiver will be more integrated. Thus, trustworthiness is the degree of confidence in the communicators intentions to communicate the assertions they consider being most valid (Ohanian, 1990). Belch and Belch (2009, Pp 179) argues that information from a credible source influences beliefs, opinions, attitudes and behaviour through a process called internalisation which occurs when the receiver adopts the opinion of the credible communicator since they believe information from the source is accurate. Once the receiver internalises an opinion or attitude, it become integrated into their belief system and may be maintained even after the source of the message is forgotten. Attractiveness 352 Ohanian (1990) suggests that physical attractiveness is an important cue in an individuals initial judgement of another person. Source attractiveness is related to physical attributes such as: Similarity, Likability and Familiarity (Belch and Belch, 2009). Similarity is a supposed resemblance between the source and the receiver of the message, while familiarity refers to the knowledge of the source through exposure. Likability is affection for the source as a result of physical appearance, behaviour or other personality traits (Belch and Belch, 2009 pp 182). Source attractiveness leads to persuasion through a process of identification whereby the receiver is motivated to seek some type of relationship with the source (celebrity) and thus adopts similar beliefs, attitudes, preferences, or behaviour. Further more if the source (celebrity) changes position, the receiver may also change (Belch and Belch, 2009 pp 182). Marketers acknowledge that receivers of persuasive communications are more likely to attend to and identify with individuals they find likable or similar to themselves. The three attributes similarity, likability and familiarity are explored in more detail below. Similarity: In terms of similarity, Belch and Belch (2009) claims that individuals are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity. If the communicator (celebrity) and receiver have similar needs, goals, interests and lifestyles, the position advocated by the source is better understood and received. Likability: Marketers recognise the value of using spokespeople who are admired: TV and movie stars, athletes, musicians, and other popular figures. Marketers believe that the use of a popular celebrity will favourably influence consumers feeling, attitudes and purchase behaviour. However the company must consider a number of factors when deciding to use a celebrity spokesperson such as over-shadowing the product/brand, being overexposed and the target audiences receptivity and risks to the advertiser (Belch and Belch, 2009) Familiarity: In the celebrity endorsement context, familiarity has been defined as knowledge of the source through exposure (Erdogan, 1999 pp 299). According to Belch and Belch (2009) familiarity can be considered as the level of knowledge a celebrity possess of a brand. When an organisation considers choosing a celebrity for their advertising campaign, they need to analyse the previous knowledge a celebrity has or how they will utilise their knowledge in the exposure stage. Power 103 The final characteristic Kelmans classification is source power. A source has the power when they can actually administer reward or punishment to the receiver. When a receiver perceives a source as having power, the influence process occurs through compliance. The receiver accepts the persuasive influence of the source and acquiesces to their position in hope of obtaining a favourable reaction or avoiding punishment. However the power source characteristic is very difficult to apply in a non-personal influence situation such as advertising. A communicator in an advert cannot apply any sanctions to the receiver or determine whether compliance has occurred (Belch and Belch, 2009) Match-Up Theory 256 From the literature it has become evident that a spokesperson interacts with the type of brand being promoted. According to Friedman and Friedman (1979 cited in Atkin and Block, 1983), a celebrity spokesperson is more effective for products high in psychological or social risks relative to a normal spokesperson; such elements include good taste, self image and opinion of others. Various research investigations have explored the congruency between celebrity endorsers and brands to examine the effectiveness of using celebrities to advertise products/brands. (E.g. Marin, 1996; Till and Busler, 1998; Till and Shimp, 1998). Results have revealed that a number of celebrity endorsement have shown to be very successful whereas others have completely failed, this results in the termination of the respective celebrity communicator (Walker, 1992). However, assuming that an individual just has to be famous to represent a successful spokesperson would be incorrect (Solomon, 2008). The match-up theory suggests that the effectiveness depends on the appropriate match between an endorser and the product/brand (Till and Busler, 1998). Empirical studies on the congruency theory frequently focus on the physical attractiveness of the celebrity endorser (Till and Busler, 1998). According to Kahle and Homer (1985) attractive sources are more effective in terms of attitude change when advertising brands that enhance individuals attractiveness. Although Ohanian (1991) recognises a popular individuals ability to create awareness and initiate desire for an advertisement, Ohanian concludes that this may not necessarily change consumers attitude toward the endorsed brand and that for a celebrity spokesperson to be truly effective, they should be knowledgeable, experienced and qualified to talk about the product. A deeper insight in the complex process of celebrity endorsement is provided by the meaning transfer model, this will be discussed in section 1.12. . Fit Factor 112 The determinant of the match between celebrity and brand depends on the degree of perceived fit between brand (brand name, attributes) and celebrity image (Misra and Beatty, 1990 cited in Erdogan, 1999). Miisra and Beatty (1990) suggest that when a celebrity endorsers a brand, the characteristics of that celebrity may be compared with the advertised attributes of the brand by the audience for congruence or fit with their available person-schema. The degree of congruence between the new information (the brand attributes) and the existing information (the celebritys characteristics) may then influence the level of recall of the new information. Numerous investigation in social cognition have discovered that usually congruent information is remembered better that information incongruent or irrelevant with existing schemas (Cantor and Mischel, 1979; Cohen, 1981; Taylor and Cracker, 1981) Balance Theory 234 This theory works within the framework of cognitive consistency, a principle stating that consumers value harmony among their thoughts and that they are motivated to reconcile incongruent thoughts. The evaluation of an object is affected by how the evaluation will fit with other related attitudes held by the consumer. Thus, balance theory is useful in explaining attitude formation and attitude change. Balance theory (Heider, 1958 cited in Dean, 2002) considers relations among objects the consumer may perceive belong together, linked by association, proximity, similarity, ownership, or common fate. A balance theory explanation of endorsement suggests three elements linked in a triangular relationship: the endorser (celebrity), the product/brand and the consumer. A celebrity may desire to endorse a product/brand, believing that the product/brand is a good strategic fit. This establishes a positive sentiment connection between the celebrity and the brand (one side of the triangle). If t he consumer has pre-existing positive sentiment toward the endorser (the second side of the triangle), it is likely the consumer will form an attitude or change an existing attitude to be positive toward the brand (the third side of the triangle). This occurs because consumers desire harmony in their beliefs, and it would be unstable (unbalanced) to have a positively valued element linked to a negatively valued element. However alternatively the consumer could re-evaluate sentiment toward the brand to make it negative and hold a negative attitude of the endorser; this would also balance (Dean, 2002). Meaning Transfer Model 214 McCracken (1989) explains the effectiveness of celebrity spokespersons by assessing the meanings consumers associate with the endorser and eventually transfer to the brand. Kambitsis et al (2002 pp 160) shares this perspective and found that athletes personality was an important factor when influencing specific target groups, to which such personalities are easily recognisable and much admired. McCracken suggests a meaning transfer model, which is made up of three subsequent stages. Firstly, the meaning related with the celebrity moves from the endorser to the product/brand. Thus, meanings attributed to the celebrity become associated with the brand in the consumers mind. Finally, in the consumption process, the brands meaning is acquired by the customer. The third stage of the model illustrates the significance of the consumers role in the process of celebrity endorsed brands. The meaning tr