Digital Fortress Chapter 115-117

Chapter 115 The emptiness in David Becker's mind was absolute. I am dead. And yet there was a sound. A distant voice†¦ â€Å"David.† There was a dizzying burning beneath his arm. His blood was filled with fire. My body is not my own. And yet there was a voice, calling to him. It was thin, distant. But it was part of him. There were other voices too-unfamiliar, unimportant. Calling out. He fought to block them out. There was only one voice that mattered. It faded in and out. â€Å"David†¦ I'm sorry†¦Ã¢â‚¬  There was a mottled light. Faint at first, a single slit of grayness. Growing. Becker tried to move. Pain. He tried to speak. Silence. The voice kept calling. Someone was near him, lifting him. Becker moved toward the voice. Or was he being moved? It was calling. He gazed absently at the illuminated image. He could see her on a small screen. It was a woman, staring up at him from another world. Is she watching me die? â€Å"David†¦Ã¢â‚¬  The voice was familiar. She was an angel. She had come for him. The angel spoke. â€Å"David, I love you.† Suddenly he knew. Susan reached out toward the screen, crying, laughing, lost in a torrent of emotions. She wiped fiercely at her tears. â€Å"David, I-I thought†¦Ã¢â‚¬  Field Agent Smith eased David Becker into the seat facing the monitor. â€Å"He's a little woozy, ma'am. Give him a second.† â€Å"B-but,† Susan was stammering, â€Å"I saw a transmission. It said†¦Ã¢â‚¬  Smith nodded. â€Å"We saw it too. Hulohot counted his chickens a little early.† â€Å"But the blood†¦Ã¢â‚¬  â€Å"Flesh wound,† Smith replied. â€Å"We slapped a gauze on it.† Susan couldn't speak. Agent Coliander piped in from off camera. â€Å"We hit him with the new J23-long-acting stun gun. Probably hurt like hell, but we got him off the street.† â€Å"Don't worry, ma'am,† Smith assured. â€Å"He'll be fine.† David Becker stared at the TV monitor in front of him. He was disoriented, light-headed. The image on the screen was of a room-a room filled with chaos. Susan was there. She was standing on an open patch of floor, gazing up at him. She was crying and laughing. â€Å"David. Thank God! I thought I had lost you!† He rubbed his temple. He moved in front of the screen and pulled the gooseneck microphone toward his mouth. â€Å"Susan?† Susan gazed up in wonder. David's rugged features now filled the entire wall before her. His voice boomed. â€Å"Susan, I need to ask you something.† The resonance and volume of Becker's voice seemed to momentarily suspend the action in the databank. Everyone stopped midstride and turned. â€Å"Susan Fletcher,† the voice resonated, â€Å"will you marry me?† A hush spread across the room. A clipboard clattered to the floor along with a mug of pencils. No one bent to pick them up. There was only the faint hum of the terminal fans and the sound of David Becker's steady breathing in his microphone. â€Å"D-David†¦Ã¢â‚¬  Susan stammered, unaware that thirty-seven people stood riveted behind her. â€Å"You already asked me, remember? Five months ago. I said yes.† â€Å"I know.† He smiled. â€Å"But this time†-he extended his left hand into the camera and displayed a golden band on his fourth finger-â€Å"this time I have a ring.† Chapter 116 â€Å"Read it, Mr. Becker!† Fontaine ordered. Jabba sat sweating, hands poised over his keyboard. â€Å"Yes,† he said, â€Å"read the blessed inscription!† Susan Fletcher stood with them, weak-kneed and aglow. Everyone in the room had stopped what they were doing and stared up at the enormous projection of David Becker. The professor twisted the ring in his fingers and studied the engraving. â€Å"And read carefully!† Jabba commanded. â€Å"One typo, and we're screwed!† Fontaine gave Jabba a harsh look. If there was one thing the director of the NSA knew about, it was pressure situations; creating additional tension was never wise. â€Å"Relax, Mr. Becker. If we make a mistake, we'll reenter the code till we get it right.† â€Å"Bad advice, Mr. Becker,† Jabba snapped. â€Å"Get it right the first time. Kill-codes usually have a penalty clause-to prevent trial-and-error guessing. Make an incorrect entry, and the cycle will probably accelerate. Make two incorrect entries, and it will lock us out permanently. Game over.† The director frowned and turned back to the screen. â€Å"Mr. Becker? My mistake. Read carefully-read extremely carefully.† Becker nodded and studied the ring for a moment. Then he calmly began reciting the inscription. â€Å"Q†¦ U†¦ I†¦ S†¦ space†¦ C†¦Ã¢â‚¬  Jabba and Susan interrupted in unison. â€Å"Space?† Jabba stopped typing. â€Å"There's a space?† Becker shrugged, checking the ring. â€Å"Yeah. There's a bunch of them.† â€Å"Am I missing something?† Fontaine demanded. â€Å"What are we waiting for?† â€Å"Sir,† Susan said, apparently puzzled. â€Å"It's†¦ it's just†¦Ã¢â‚¬  â€Å"I agree,† Jabba said. â€Å"It's strange. Passwords never have spaces.† Brinkerhoff swallowed hard. â€Å"So, what are you saying?† â€Å"He's saying,† Susan interjected, â€Å"that this may not be a kill-code.† Brinkerhoff cried out, â€Å"Of course it's the kill-code! What else could it be? Why else would Tankado give it away? Who the hell inscribes a bunch of random letters on a ring?† Fontaine silenced Brinkerhoff with a sharp glare. â€Å"Ah†¦ folks?† Becker interjected, appearing hesitant to get involved. â€Å"You keep mentioning random letters. I think I should let you know†¦ the letters on this ring aren't random.† Everyone on the podium blurted in unison. â€Å"What!† Becker looked uneasy. â€Å"Sorry, but there are definitely words here. I'll admit they're inscribed pretty close together; at first glance it appears random, but if you look closely you'll see the inscription is actually†¦ well†¦ it's Latin.† Jabba gaped. â€Å"You're shitting me!† Becker shook his head. â€Å"No. It reads, ‘Quis custodiet ipsos custodes.' It translates roughly to-â€Å" â€Å"Who will guard the guards!† Susan interrupted, finishing David's sentence. Becker did a double-take. â€Å"Susan, I didn't know you could-â€Å" â€Å"It's from Satires of Juvenal,† she exclaimed. â€Å"Who will guard the guards? Who will guard the NSA while we guard the world? It was Tankado's favorite saying!† â€Å"So,† Midge demanded, â€Å"is it the pass-key, or not?† â€Å"It must be the pass-key,† Brinkerhoff declared. Fontaine stood silent, apparently processing the information. â€Å"I don't know if it's the key,† Jabba said. â€Å"It seems unlikely to me that Tankado would use a nonrandom construction.† â€Å"Just omit the spaces,† Brinkerhoff cried, â€Å"and type the damn code!† Fontaine turned to Susan. â€Å"What's your take, Ms. Fletcher?† She thought a moment. She couldn't quite put her finger on it, but something didn't feel right. Susan knew Tankado well enough to know he thrived on simplicity. His proofs and programming were always crystalline and absolute. The fact that the spaces needed to be removed seemed odd. It was a minor detail, but it was a flaw, definitely not clean-not what Susan would have expected as Ensei Tankado's crowning blow. â€Å"It doesn't feel right,† Susan finally said. â€Å"I don't think it's the key.† Fontaine sucked in a long breath, his dark eyes probing hers. â€Å"Ms. Fletcher, in your mind, if this is not the key, why would Ensei Tankado have given it away? If he knew we'd murdered him-don't you assume he'd want to punish us by making the ring disappear?† A new voice interrupted the dialogue. â€Å"Ah†¦ Director?† All eyes turned to the screen. It was Agent Coliander in Seville. He was leaning over Becker's shoulder and speaking into the mic. â€Å"For whatever it's worth, I'm not so sure Mr. Tankado knew he was being murdered.† â€Å"I beg your pardon?† Fontaine demanded. â€Å"Hulohot was a pro, sir. We saw the kill-only fifty meters away. All evidence suggests Tankado was unaware.† â€Å"Evidence?† Brinkerhoff demanded. â€Å"What evidence? Tankado gave away this ring. That's proof enough!† â€Å"Agent Smith,† Fontaine interrupted. â€Å"What makes you think Ensei Tankado was unaware he was being killed?† Smith cleared his throat. â€Å"Hulohot killed him with an NTB-a noninvasive trauma bullet. It's a rubber pod that strikes the chest and spreads out. Silent. Very clean. Mr. Tankado would only have felt a sharp thump before going into cardiac arrest.† â€Å"A trauma bullet,† Becker mused to himself. â€Å"That explains the bruising.† â€Å"It's doubtful,† Smith added, â€Å"that Tankado associated the sensation with a gunman.† â€Å"And yet he gave away his ring,† Fontaine stated. â€Å"True, sir. But he never looked for his assailant. A victim always looks for his assailant when he's been shot. It's instinct.† Fontaine puzzled. â€Å"And you're saying Tankado didn't look for Hulohot?† â€Å"No, sir. We have it on film if you'd like-â€Å" â€Å"X-eleven filter's going!† a technician yelled. â€Å"The worm's halfway there!† â€Å"Forget the film,† Brinkerhoff declared. â€Å"Type in the damn kill-code and finish this!† Jabba sighed, suddenly the cool one. â€Å"Director, if we enter the wrong code†¦Ã¢â‚¬  â€Å"Yes,† Susan interrupted, â€Å"if Tankado didn't suspect we killed him, we've got some questions to answer.† â€Å"What's our time frame, Jabba?† Fontaine demanded. Jabba looked up at the VR. â€Å"About twenty minutes. I suggest we use the time wisely.† Fontaine was silent a long moment. Then sighed heavily. â€Å"All right. Run the film.† Chapter 117 â€Å"Transmitting video in ten seconds,† Agent Smith's voice crackled. â€Å"We're dropping every other frame as well as audio-we'll run as close to real time as possible.† Everyone on the podium stood silent, watching, waiting. Jabba typed a few keys and rearranged the video wall. Tankado's message appeared on the far left: ONLY THE TRUTH WILL SAVE YOU NOW On the right of the wall was the static interior shot of the van with Becker and the two agents huddled around the camera. In the center, a fuzzy frame appeared. It dissolved into static and then into a black and white image of a park. â€Å"Transmitting,† Agent Smith announced. The shot looked like an old movie. It was stilted and jerky-a by-product of frame-dropping, a process that halved the amount of information sent and enabled faster transmission. The shot panned out across an enormous concourse enclosed on one end by a semicircular facade-the Seville Ayuntamiento. There were trees in the foreground. The park was empty. â€Å"X-eleven's are down!† a technician called out. â€Å"This bad boy's hungry!† Smith began to narrate. His commentary had the detachment of a seasoned agent. â€Å"This is shot from the van,† he said, â€Å"about fifty meters from the kill zone. Tankado is approaching from the right. Hulohot's in the trees to the left.† â€Å"We've got a time crunch here,† Fontaine pressed. â€Å"Let's get to the meat of it.† Agent Coliander touched a few buttons, and the frame speed increased. Everyone on the podium watched in anticipation as their former associate, Ensei Tankado, came into the frame. The accelerated video made the whole image seem comic. Tankado shuffled jerkily out onto the concourse, apparently taking in the scenery. He shielded his eyes and gazed up at the spires of the huge facade. â€Å"This is it,† Smith warned. â€Å"Hulohot's a pro. He took his first open shot.† Smith was right. There was a flash of light from behind the trees on the left of the screen. An instant later Tankado clutched his chest. He staggered momentarily. The camera zoomed in on him, unstable-in and out of focus. As the footage rolled in high speed, Smith coldly continued his narration. â€Å"As you can see, Tankado is instantly in cardiac arrest.† Susan felt ill watching the images. Tankado clutched at his chest with crippled hands, a confused look of terror on his face. â€Å"You'll notice,† Smith added, â€Å"his eyes are focused downward, at himself. Not once does he look around.† â€Å"And that's important?† Jabba half stated, half inquired. â€Å"Very,† Smith said. â€Å"If Tankado suspected foul play of any kind, he would instinctively search the area. But as you can see, he does not.† On the screen, Tankado dropped to his knees, still clutching his chest. He never once looked up. Ensei Tankado was a man alone, dying a private, natural death. â€Å"It's odd,† Smith said, puzzled. â€Å"Trauma pods usually won't kill this quickly. Sometimes, if the target's big enough, they don't kill at all.† â€Å"Bad heart,† Fontaine said flatly. Smith arched his eyebrows, impressed. â€Å"Fine choice of weapon, then.† Susan watched as Tankado toppled from his knees to his side and finally onto his back. He lay, staring upward, grabbing at his chest. Suddenly the camera wheeled away from him back toward the grove of trees. A man appeared. He was wearing wire-rim glasses and carrying an oversize briefcase. As he approached the concourse and the writhing Tankado, his fingers began tapping in a strange silent dance on a mechanism attached to his hand. â€Å"He's working his Monocle,† Smith announced. â€Å"Sending a message that Tankado is terminated.† Smith turned to Becker and chuckled. â€Å"Looks like Hulohot had a bad habit of transmitting kills before his victim actually expired.† Coliander sped the film up some more, and the camera followed Hulohot as he began moving toward his victim. Suddenly an elderly man rushed out of a nearby courtyard, ran over to Tankado, and knelt beside him. Hulohot slowed his approach. A moment later two more people appeared from the courtyard-an obese man and a red-haired woman. They also came to Tankado's side. â€Å"Unfortunate choice of kill zone,† Smith said. â€Å"Hulohot thought he had the victim isolated.† On the screen, Hulohot watched for a moment and then shrank back into the trees, apparently to wait. â€Å"Here comes the handoff,† Smith prompted. â€Å"We didn't notice it the first time around.† Susan gazed up at the sickening image on the screen. Tankado was gasping for breath, apparently trying communicate something to the Samaritans kneeling beside him. Then, in desperation, he thrust his left hand above him, almost hitting the old man in the face. He held the crippled appendage outward before the old man's eyes. The camera tightened on Tankado's three deformed fingers, and on one of them, clearly glistening in the Spanish sun, was the golden ring. Tankado thrust it out again. The old man recoiled. Tankado turned to the woman. He held his three deformed fingers directly in front of her face, as if begging her to understand. The ring glinted in the sun. The woman looked away. Tankado, now choking, unable to make a sound, turned to the obese man and tried one last time. The elderly man suddenly stood and dashed off, presumably to get help. Tankado seemed to be weakening, but he was still holding the ring in the fat man's face. The fat man reached out and held the dying man's wrist, supporting it. Tankado seemed to gaze upward at his own fingers, at his own ring, and then to the man's eyes. As a final plea before death, Ensei Tankado gave the man an almost imperceptible nod, as if to say yes. Then Tankado fell limp. â€Å"Jesus.† Jabba moaned. Suddenly the camera swept to where Hulohot had been hiding. The assassin was gone. A police motorcycle appeared, tearing up Avenida Firelli. The camera wheeled back to where Tankado was lying. The woman kneeling beside him apparently heard the police sirens; she glanced around nervously and then began pulling at her obese companion, begging him to leave. The two hurried off. The camera tightened on Tankado, his hands folded on his lifeless chest. The ring on his finger was gone.

A Knight’s Tale Essay

One important character in the film ‘A knight’s tale’ directed by Brian Helgeland is William Thatcher. William helped me understand the idea of following your dreams. William dreams of one day becoming a knight. He grew up in a place called Cheapside London with his father John Thatcher until he was sent away to work for Sir Ector. Sir Ector said that he had a spirit. When Sir Ector died, William thought that he could ‘change his stars’ at that point so he jousted in his place. He then decided that with some training he could win money to feed all his friends. As he did this he followed his dream of becoming a Knight. One Visual technique used to help me see that William is important is ‘close up’. Brian uses a close up in the first joust when William says ‘I have waited my whole life for this moment’. This shows me that he has followed his dreams and he is doing what he has wanted to do his whole life. Another technique used in this film is lighting. This technique is effective to show he is an important character because he is never in the shadows. William is always dressed in light clothing and has fair hair giving the impression that he was a good person, unlike Adhemar who always wore darker clothes and was more in the shadows than William. An example of this is when William was in the jail room and Adhemar walked in, William was standing in the only light in the room and Adhemar was in the shadows. In conclusion, the character of William Thatcher was important because he teaches us to follow our dreams no matter how big they are and that anything is possible. The techniques that helped me to understand this idea were ‘lighting’ and ‘close up’s’. A Knights Tale Essay In the movie A Knights Tale the main character William Thatcher has dreamed of being a Knight ever sense he was a boy. The one overlying problem this tale is that â€Å"A man can’t change his stars†, other wise saying that William was not born of noble birth. This story takes place in the middle ages where to compete in jousting tournaments you had to be born of noble birth. William overcomes this with his hard work, his loyalty and perseverance. In the beginning of the movie, William is only a squire to a Knight. He helps tend to Sir Olrick Vonlictensteins needs and wants. But soon he dies and with no other way to get money decides that he should step up and joust for him under his name. William ends up winning his joust and gets the gold needed for him and the other squires. After the first win he convinces his squires that they could keep doing this at other tournaments to make money for themselves. So after a long debate and a little fighting they decide to help train William. There is a scene in the movie that shows them all working together to help train William to become a better knight. This shows his hard working ethic because even though what they are doing is quite trying, he still manages to pull through and become sucsessful. After they have won they’ve first tournament William had damaged his armor in the joust. As they make it to the next joust they don’t have enough money to fix his armor so he has to joust with his damaged armor on. Even though his arms are almost immoveable because of the damage he still takes the risk to joust so that he can win more gold for them to get new armor made. This shows his willingness to work harder to make the money he needs to fix his armor. Near the end of the movie in his last joust he is against his enemy, Count Adimar. Count Adimar was using pointed lances and ends up wounding William by showing a pointed lance deep in his shoulder. But through his hard work he choose to take all of his armor off and joust, putting himself at great risk. But in the end he ends up knocking Count Adimar off of his horse and winning the joust. William showed his perserveence when he was following his dream of becoming a knight. When his Knight died at the beginning of the movie he ricked everything when he stepped in as a knight. If he were to get caught he would have suffered great consequences. By doing this I believe he showed his perseverance to purse his dreams. William shows his perseverance when, even after he is injured while jousting he chooses to take off all of his armor to joust even though it is a great risk to himself. This shows that William is persevering because he takes the risk of injuring or killing himself to defeat Count Adimar and achieve his dream. He is also persevering when, as a young boy his father sent him away to be a squire. Even sense William was a boy he was working towards becoming a knight by getting as close to the lifestyle as he could. Throughout the movie William shows a lot of loyalty to him men. This helped him to achieve his dream very much so. When Jeff, his announcer and the man who helped him forge documents to make him appear to be of noble birth, gambles and looses, William had to pay to get him free. If it were not for William and his loyalty to him men he would have been stripped of his clothes, beaten and been paraded around the village, but William pays his debt for him to get him free. He also showed his loyalty when his girlfriend tells him that in order for him to prove his love for her she must loose the joust. So he takes a brutal beating for her by deliberately loosing and hurting himself in the process. But then after she has seen enough, she tells him that if he really did love her than he would win all of his tournaments. So even after he had fallen so far behind for her in the tournament he strives to win for her and ends up doing so. This proves his loyalty to her because he is willing to even endanger himself for her. His loyalty is also shown when the Prince of Wales is jousting and everyone else is withdrawing because he is of royal blood and is technically not allowed to joust in tournaments, but William still jousts him because he realizes they are both in the same boat. They both want to be jousting, but they are both now allowed to do so according to their birthrights. In the end of the movie, after everyone finds out about William, knowing that he isn’t born of noble birth he is cast out and let out to be stoned. The Prince of Wales Knights him because of his loyalty. He says, â€Å"even if I were not to have known you well, I could tell you were a good men because of how loyal your friends are to you. But I would know better now wouldn’t I? Because even when you knew who I was you still jousted with me and that is knightly too†. In the end William ends up changing his stars and becomes the knight he has always wanted to be. In this movie point of view played a great roll. If we wouldn’t have had the â€Å"flashbacks† of William and his childhood we wouldn’t have know the depth of his want to be a knight. We also wouldn’t have known that his father has sent him off as a boy to become a squire, which also helped in leading him to his dream of becoming a knight. If we didn’t have the various points of view that a movie can deliver to us this movie would have been flat and would have lost some of its meaning. The point of view gives this movie depth. A Knights Tale Essay Describe a character or individual in the text whom you found interesting. Explain how the director used oral/or visual features to make the character or individual interesting to you. An interesting character or individual in the film A Knights Tale (2001) directed by Brian Helgeland is (Sir) William Thatcher. William is interesting because he is not a typical peasant, he has much more drive and ambition than normal peasants. Helgeland uses oral and visual features to support the points that make William interesting. He uses lots of close-ups and high-angle shots when needed to show Williams enthusiasm and leadership towards what he does. First, William is interesting because he is a brave character and is motivated by ambition. William first starts to bravery when Sir Ector dies, he declares â€Å"I’ll ride in his place.† When the director has a close-up on Williams face, he shows the determination and drive that William feels. It is his desire to rise above is position in the social status, he makes his decision, â€Å"We are the champions†. Helgeland choses this dialogue to show that William is different from most peasants and that makes him an individual. Another interesting part about Williams’s character is that for most of the film he is someone who he is not, ‘Sir Ector and Sir Ulrich Von Lichtenstein’. This brings tension into the audience. The audience thinks when will his true identity be revealed? When William shows up to the jousting match as Sir Ulrich, the spectators of the match think of him as anybody. But through on the matches, he turns into a celebrity. William was unbeatable in the sport of jousting. It was difficult for William to hide the fact that his real name was not Sir Ulrich von Lichtenstein. Finally, William’s tone and oral features are strong, powerful and brave for a peasant. He is straight up with what he says and is a good leader to others. Helgeland uses great visual techniques for William, in the beginning of the film William is an untidy, poor, unshaved, immature, he had dread locked hair and dirty clothes. In the middle of the film, he is cleaner he is more clean and tidy; he is properly shaved, strong, healthy, excited, calm, supportive and enthusiastic person. His looks change, his attitude changes and he becomes a little responsible. In conclusion, William is an interesting, enthusiastic and brave guy, he is also a great leader. He is motivated by ambition. Is also unbeatable in the sport of jousting. Helgeland uses oral and visual features to support the points that make William interesting. William is a role model for the people in society today.

Nacl on Peroxidase Activity

NaCl Effects on Peroxidase Activity My experiment was to see if adding NaCl to solution would have any effects on peroxidase activity. The materials that were used in this experiment were pH 7 buffer(DI water), peroxidase, NaCl, guaiacol and hydrogen peroxide; added in that order. Blanks were created for each NaCl concentration, 0%, 5%, 7. 5% and 10%. Each cuvette had . 5ml of pH 7 buffer, 1ml of peroxidase, . 02ml guaiacol for the experimental cuvettes and 0ml of guaiacol for the blank cuvettes, . 2ml of hydrogen peroxide and . ml of different concentrated NaCl in each cuvette. When it came to recording data for my experiment, I placed the cuvette in the spectrometer, which was set to 500nm, after adding the guaiacol and hydrogen peroxide right before. I recorded the absorbance every 15 seconds for 3 minutes. I ran the experiment twice for precision and got the average of the two tests. I then entered the data into JMP and made two graphs; one to see the relationship between the con centration of NaCl and activity and the other to see how salt affect enzyme activity.The first graph only required the time and the mean absorbance. To make the second graph, I had to find Time X, the time where reaction starts to slow down, which in my case was 90 seconds. The axes for the graph were Time X as the y-axis and NaCl concentrations as the x-axis. The graphs showed me that there is a relationship between NaCl concentrations and peroxidase activity. More the concentration of NaCl, the faster the reaction occurs.

Everything You Know About Leadership Is Wrong Assignment

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STRATEGIC PLANNING AND CHANGE Assignment Example | Topics and Well Written Essays - 750 words

STRATEGIC PLANNING AND CHANGE - Assignment Example consider conscious involvement of all employees and key stakeholders as well as the application of the right tools so as to realize positive responses. The management need to ask themselves a number of questions based on how they can make the change process motivating to employee, how they can achieve clear understanding of the process among the employees and how to extend the knowledge to the staff. In order to successfully realize the benefits expected from the change process, managers must embrace the four engagement tools or benchmarks namely learning, involvement, rewards and communication. Effective communication of the tenets of the change initiative offers guidelines and direction to the employees so that they are well informed of their roles in the process. When change is properly communicated, the employees will feel some sense of ownership and control during the process (Freytag and Hollensen, 2001). The inclusion of the learning process through proper training enables employees to gain confidence and realize how real and serious are the changes. The creation of a learning environment is of great importance to the change process owing to the fact that changes within organizations need new skills and attitudes towards their implementation. Training help in minimizing the anxieties associated with the change process as well as granting the employees sufficient time to adjust and progress to the point where threats linked to the change process are no longer felt. According to Fairbairn the learning theory proposes that employees are motivated to respond by physiological demands that are based on the competency, self-sufficiency and understanding. Competence occurs when people develop a feeling that they are very important in the realization of the components of a given change process (Dube, et. al, 2005). Full involvement of employees in the work process is another are that managers must focus on for in-depth realization of the change process

Business law term paper Example | Topics and Well Written Essays - 1000 words - 1

Business law - Term Paper Example For movies and creative work a clear understanding by the actors, producers and directors of copyright law and trademark laws of the land are quite essential. These important detailed are necessary in making clear the ownership of such creative works and the brands. The issues involved include intellectual property rights and who has legitimate claim on them. In the movie there is a debate on who are the owners of the images and songs of the movie. For clarity of these proper contracts between the producers and the creative professional should be apparent. Copyright law for example is about is the exclusive right given under certain government exclusive rights to a work to the original producer of such works. This works have to be registered and in the case that they are not registered then the first producer provided he or she can prove his originality automatically becomes the copyright holder. This paper however shall focus on copyright law and trademark laws governing the movie Pinocchio. So far it is estimated that Pinocchio the movie has over 1000 copyrights in the United States of America. These copyrights of the Disney movie were done in 1957 and renewed in 1985 and will enter in the public domain in 2052. Pinocchio also clearly teaches the audience both the readers of the literally work and those who watched the movies on the elements of a contract. A contract is basically an agreement between two or more parties to fulfill a certain obligation in a specified period of time for a consideration. This fictional character Pinocchio who was a puppet had a burning desire to become a little boy after he was magically transformed to life. The blue fairy promised to turn him into a boy only if he proved himself as worthy. He was to prove his character and show his selflessness before he could be turned into a boy. When we look at the elements of contract we see here there was an offer and

Immigration in the United States, information on the National Term Paper

Immigration in the United States, information on the National Immigration Policy and will need tocreate a new policy proposal fo - Term Paper Example Illegal immigration to the US A. Magnitude, composition and dispersal B. Conflicting public views about illegal immigrants C. Economic views about illegal immigrants IV. Illegal immigrants and the American Economy A. Type of immigrants required by the US 1. Immigrants with low schooling 2. Highly skilled immigrants B. How illegal immigrants serve the interests of the national economy V. Recommended Policy Proposal A. Provisions for immigrants with varied terms of stay in the US B. How to evaluate the recommended policy proposal VI. Expected outcomes and benefits of the recommended policy proposal VII. Conclusion National Immigration Policy and Illegal Immigration Introduction Illegal immigration in the United States of America is an issue that has evolved into a source of prime concern for the policy makers throughout the nation. Varied monitoring agencies and concerned institutions are of the opinion that in the last three decades there has been a gargantuan rise in the number and p roportion of illegal immigrants in the country (Haerens 11). In 2006, the Congress authorized and put in place several measures with the intention to tighten the enforcement mechanisms and procedures on the US borders, and especially along the US-Mexico border (Haerens 36). There is a broad consensus in the country pertaining to the benefits and advantages of legal immigration. However, there exists also a gradually building up opinion amongst the varied strata of the American political and civic life that the nation could enhance its economic welfare and growth by controlling and reducing the number of illegal immigrants sneaking in through its borders. However, nobody has ever bothered to pragmatically analyze and weigh the relative benefits and disadvantages associated with legal and illegal immigration. In an economic context, it would be beneficial for the country to allow for immigrants whose skills are in a short supply and whose contribution in terms of taxes to the national exchequer is considerable. This would not only include the highly educated and skilled professionals like IT experts and technology related engineers, but would also include low skilled workers that could serve the labor starved economic sectors like food processing, construction industry and cleaning services. It would be surprising to realize that the flow of illegal immigration is more in consonance with the nation’s market trends and economic cycles (Mills 42). Common sense has proven time and again that the levels of illegal immigration in the US do always rise during the boom times and the flow of illegal immigrants is mostly directed at the places where there is a strong demand for labor (Mills 34). In contrast, legal immigration is determined and controlled by varied time consuming bureaucratic and legal hassles, which to a great extent dissociate the flow and composition of the legal immigration from the national markets trends and requirements. Besides, the selecti on of more than half of the legal immigrants is linked to the fact that they already have close relatives residing in the US. So irrespective of the need for coordination between the US economic requirements and the national immigration policy, there exist grave discrepancies between the education and skill composition of the legal immigrants and the needs of the local employment trends and preferences (Mills 53). Even those legal immigrants who come to the US on the invitation of some specific employer are subject to time consuming visa

Career Planning Essay Example | Topics and Well Written Essays - 1000 words - 1

Career Planning - Essay Example The duties of a Market Researcher almost match with my work interests. The job is almost all about dealing with data. This involves planning, control, implementation, reports, and analysis. To be specific, it involves the study of what people buy, require, think, and do. And the findings of such study usually help companies to identify the factors affecting product demand and also the potential markets of the firm. I am genuinely good at studying the client related topics and also advising the related people about making use of the research findings. I am aware of the possible challenges associated with meeting this plan. I have studied Accounting and Finance as main subjects but if I want to concentrate on the Marketing field, I have to develop qualities like good communication skill, awareness of the latest trends, and also should be familiar with the latest technologies. Minimum knowledge in psychology is also needed while handling the issues of different people. I admit that my k nowledge and experience with regard to HR and consumer behaviour is incomplete or unsatisfying and therefore I will have to face more challenges. When I started working in the banking field, I could realize that I had much more to learn and expertise in marketing strategy. I am sure that my MSc in Strategic Marketing from the world’s most renowned institution will make me capable of addressing all the challenges in my profession. Generally, the academic and cultural heritage of an institution determines the level of nourishment it can provide for the overall development of its students. I admire the Imperial College’s great legacy of 100 years of teaching. Since the college specializes in most prominent areas such as Science, Engineering, Medicine and Business, it has contributed so many legends to the world include Nobel Prize winners, great scientists, world famous designers, actors and poets. I would like to stick to the same profession improving myself day by day. I am aware that the carrier progression in Market Research depends on one’s merits and experience. With regard to my long term plan, I would like to attain the post of Account Director of a well established firm in UK. Since my carrier started in the banking sector, I am willing to choose my long term carrier in the very sector. I believe that the post of an Account director will help me utilize my full potential. In today’s business environment, launching the right product in the right time and at the right place is a key factor to the success of a company. It requires accurate forecasting, which is evidently one of the responsibilities of the accounting director. Another responsibility of the faculty is to ensure return on every investment, which is possible only by maintaining strict budgeting controls. It depends on the competency of an accounting manger if a firm can have its own unique way of business development. A company can develop its own distinct way of mar keting only if the accounting manger and his crew are innovative and adaptive. This task lies between the planning session and the ultimate feedback on retail reality. Admittedly, my goal of achieving my desired designation is not very easy. It requires several skills. In the case of my short term plan as a Market Researcher, I must develop an analytical mind along with thorough knowledge in statistics, psychology, and behavioural science. A market researcher

Is it Nature or Nurture Essay Example for Free

Is it Nature or Nurture Essay You become a certain way because of your nature, or what you are born with, or because of your environment which is nurture. Nature comes from genetics; your talent can be defined by natural talent, intelligence, temperament/attitude and disorders/conditions. Determination is the gray area between these too. Nurture on the other hand is your environment; your peers, family, social media, the media or school could influence you to pursue your dreams. Is it nature that Sung-Bong Choi could sing like an angel from above? Or was it the fact that he was determined to make something of himself after hearing that guy sing, that could be nurture. But determination makes it a little confusing. It could be both, you could be born with a natural talent, nature, but if you never start singing or if you dont have a passion for singing or dont have the opportunity to pursue a career in singing then nothing comes of it. That’s when nurture takes in place; if you audition for a TV show like American Idol or if you go to Nashville or Hollywood to pursue your dreams and have people helping you a long the way, that’s nurture. If your born with a talent and you have people around you influencing your decision then your dreams, your passion could come true. Sung- Bong Choi was born in Seoul and abandoned in an orphanage at the age of three. At the age of five years old he ran away because of how badly he was beaten and treated. For the next ten years he lived on the streets, sleeping on stairwells and selling gum and energy drinks to survive on his own. Until one day, he was 14 years old, he heard a guy singing classical music in a night club and became completely inspired. He searched for teachers to teach him how to sing like that singer. Finally a teacher agreed to teach him without charge and even helped him get into a arts school at age 16. Then one day in 2011 he auditioned for Koreans Got Talent (KGT). He told his story and sang beautifully; he brought the judges to tears. He is now signed to a record company. Was he born with the ability to sing? Or did the years of schooling at the arts school and that singing teacher lessons help him? I think that he had to be born with the ability to sing which is nature. But I feel as if nurture helped him pursue his dreams. If he wouldnt have seen that singer in the night club that night he wouldnt have been inspired and he wouldnt have looked for teachers to help him learn how to sing classical music. If he wouldnt have went art school he wouldnt have been able to sing greatly and the KGT audition wouldnt have happened and most likely he would still be selling gum and energy drinks or doing some low paying manual labor job; nurture played the biggest part in my mind. Wilma Rudolph was born number 20 out of 22 children; at the age of four she contracted polio that caused her to not be able to walk and she would fall all the time. She recovered but still had to wear braces on her legs and an orthopedic shoe to support her feet for two years. At 12 she fully recovered and could walk just like everyone else. She followed in her sisters foot steps in basketball but she had ran track two years prior and noticed by a Tennessee State scout in 1953. Long story short she won the Olympic Gold Medal in the 4100 relay in 1959. To overcome a disease as horrible as polio and to win an Olympic Gold Medal for running? Most people never walk again or even die from that disease. I think that she was born with the natural talent for running because her legs were pretty badly twisted from the polio; her parents pushing and her mom believing in her so much played a huge role. But I think nature and determination wins with Wilma; she was born to run. Misty Copeland had a troubled childhood, her mom always had boyfriends and really was consumed in those relationships. Her mom decided to put her in the Boys and Girls Club, that was an outlet for Misty. She never studied ballet until she was thirteen. Most kids start learning ballet as young as three years old to get their body and their feet in shape to bend and move like the ballerinas do. A woman taught ballet once a week at the Boys and Girls Club and it was free. But Mistys mother did not have a car and her sister worked two jobs so she would go and stay with the woman, Cynthia Bradley, during the week and go home to her mother during the weekends. After practicing and going through many struggles in 2008 she became a member of the American Ballet Theatre. She was the only African American to ever dance for the company. Misty was born to dance, otherwise her body  would have not been able to learn at such an advanced age. Cynthia inspired her and helped her be a better dancer. If it wasnt for Cynthia, I dont think Mistys mother would have let her continue to dance. So Im going to say it was both in this case, she was born to dance but Cynthia encouraged her to pursue the dream of being a ballerina and Misty was determined to make it happen. With myself at the stage I am in, in my life right now I think its both that has made me who I am. My mom is a very determined woman, but I was raised by my aunt. If I was raised by my mom I cant guarantee that I would be in college right now or even finished high school. I was born with determination to be whoever I want to be and I choose to be a teacher. My mom volunteers at various elementary schools and she loves to work with kids so I get that from her. But without my aunt raising me to be the woman that I am today, I dont think I would be writing this paper for you. So I choose nature because of my determination to be who I want to be and nurture because my aunt taught me from a young age that education is important and so I decide to make education my life.

Demographics of Online Shoppers

Demographics of Online Shoppers Abstract This dissertation aims at developing profiles of Greek consumers who have already conducted purchases through the Internet and of the consumers who are willing to adopt the Internet shopping as an innovation. Measurement of the demographic and behavioural data, investigation of the trends and attitudes of the online consumers toward online apparel shopping. The research will provide insightful preliminary data based on the detailed profiles of Internet shoppers (innovators) and interested-to-adopt Internet shopping (early adopters). The empirical findings will provide valuable managerial implications while setting the foundation for future research in this topic. Introduction The Importance of the Research Internet gained the trust of more than 1,5 billion users around the globe (world Stats, 2009) and became the most important tool of almost every international business (Mc donald and Tobin, 1998; Rha et al., 2002; Urban, 2003). The majority of the web users is taking advantage of the globalization and the online prices.In some countries the percentage of the online shoppers is reaching the 95% according to the Nielsen Online Report (2008). The same report indicates that the users which prefer the internet for frequent purchases is 39% and about 84% of the users concluded the purchase of a product once every month through the Internet the last two years of the study. The total sales in Europe are expected to be more than 407 billion dollars by the end of the 2011. According to the same report UK, France and Germany hold more than 70 percent of the total European sales followed by Italy and Spain. The structures of the web sites profess differences because of the culture but also common characteristics (Okazaki et al., 2006). In the next few years because of the globalization of the media there is evidence of a new global culture, the digital culture (Deuze, 2006) Hofman and Novak (1996) described the online apparel shopping as a new kind of consumer behavior according to computer mediated shopping environment. The researchers seek to develop the past theories of customers behavior while retailers seek to establish successful strategies by knowing better their customers (Goldsmith and Mcgregor, 1999). Paisley According Paisley to Paisley Lohse Paisley and Paisley Spiller Paisley (1998, Paisley p.81) Paisley there Paisley are Paisley large Paisley differences Paisley between Paisley a Paisley physical Paisley store Paisley and Paisley its Paisley electronic Paisley counterpart Paisley and Paisley the Paisley online Paisley shopping Paisley by Paisley nature Paisley is Paisley an Paisley innovating Paisley experience Paisley (Wang Paisley et Paisley al., Paisley 1998). PaisPaisley Donthu Paisley and Paisley Garcia Paisley (1999) Paisley conducted Paisley a Paisley relevant Paisley survey Paisley and Paisley the Paisley findings Paisley clearly Paisley showed Paisley that Paisley the Paisley Internet Paisley shoppers Paisley are Paisley moremmm more Paisley innovative Paisley in Paisley contrast Paisley to Paisley Internet Paisley non-shoppers. The Paisley key Paisley task Paisley is Paisley to Paisley discover Paisley the Paisley actual Paisley and Paisley potential Paisley customer Paisley through Paisley the Paisley fundamental Paisley change Paisley of Paisley the Paisley online Paisley purchases Paisley (Turban Paisley et Paisley al., Paisley 1999). Paisley Thus, Paisley Paisley this Paisley research Paisley will try Paisley to Paisley emphasize Paisley into Paisley different Paisley modes Paisley of Paisley consumers (Internet shoppers and interested-to adopt Internet shopping) Paisley and Paisley not Paisley just Paisley through Paisley a Paisley simplistic Paisley analysis. Moreover, the research will highlight the differences and similarities of these consumers groups and to the Internet online apparel shopping, and clearly will provide some of the most important success ingredients that every online retailer should take under consideration. Paisley ThetPaisley The Research Aims Objective This Paisley research Paisley aims Paisley to Paisley develop Paisley profiles Paisley of Paisley the Paisley Greek Paisley Internet Paisley online Paisley shoppers Paisley and Paisley of Paisley those Paisley who Paisley are Paisley going Paisley or Paisley interested Paisley to Paisley adopt Paisley the Paisley internet Paisley shopping Paisley as Paisley an Paisley innovation. Paisley A Paisley special Paisley focus Paisley in Paisley the Paisley process Paisley of Paisley decision Paisley and Paisley diffusion Paisley theories Paisley of Paisley innovation Paisley seems Paisley necessary Paisley through Paisley the Paisley measurement Paisley of Paisley the Paisley demographic Paisley and Paisley behavioral Paisley characteristics. Paisley Paisley The Paisley general Paisley objective Paisley has Paisley to Paisley focus Paisley in Paisley numerous Paisley specific Paisley aims: To Paisley examine Paisley the Paisley demographic Paisley and Paisley psychological Paisley characteristics Paisley of Paisley the Paisley Greek Paisley online Paisley shoppers Paisley To Paisley analyze Paisley the Paisley perceived Paisley risk Paisley next Paisley to Paisley any Paisley online Paisley transaction To Paisley present Paisley the Paisley previous Paisley online Paisley apparel Paisley shopping Paisley experiences Paisley To Paisley develop Paisley a Paisley detailed Paisley profile Paisley of Paisley existing Paisley and Paisley potential Paisley Greek Customers To Paisley analyze Paisley theories Paisley and Paisley concepts Paisley that Paisley can Paisley be Paisley applied Paisley by Paisley the Paisley online Paisley apparel Paisley industry To Paisley propose Paisley strategies Paisley and Paisley relevant Paisley effective Paisley managerial Paisley tools Literature Review The Importance of Apparel Online Shopping For years researchers examined the reasons that made shoppers to buy from home, focusing on the differences between traditional retailers and online retailers (Eastlick and Feinberg, 1999; Hawes, 1986). Authors developed a risk-taker profile of the online consumer (versus the in-store consumer) who is ready to perceive a higher risk (Donthu and Garcia, 1999; Schoenbachler and Gordon, 2002; Vijayasarathy and Jones, 2000). Researchers described PPaisley the online purchase of Paisley apparel Paisley products a decision with increased perceived risk Paisley (Bhatnagar Paisley et Paisley al., Paisley 2000; Paisley PaisleHawes Paisley and Paisley Lumpkin, Paisley 1986). Paisley Internet Paisley shoppers are skeptical Paisley are scepticalPaisley to Paisley purchase or not Paisle PaisleyPaisley apparel Paisley products online Paisley Paisley because Paisley of Paisley the Paisley uncertainty Paisley next to the Paisley fit, Paisley fabric Paisley and Paisley color Paisley (Bhatnagar Paisley et Paisley al., Paisley 2000). Paisley People Paisley with a Paisley higher Paisley income(Leung, Paisley 1998; Paisley Pepermans Paisley et Paisley al., Paisley 1996; Paisley Summers, Paisley 1972), Paisley well Paisley educated(Leung, Paisley 1998; Paisley Pepermans Paisley et Paisley al., Paisley 1996; Paisley Rogers, Paisley 1995), Paisley and Paisley with Paisley an Paisley occupational Paisley status Paisley above Paisley the Paisley average(Rogers, Paisley 1995), Paisley in Paisley general Paisley are Paisley innovators Paisley and Paisley will Paisley adopt Paisley first Paisley new Paisley products Paisley and Paisley services. Paisley Therefore, Paisley the Paisley innovators Paisley might Paisley adopt Paisley the Paisley internet Paisley as Paisley a Paisley tool Paisley for Paisley apparel Paisley shopping Paisley even Paisley though underliesPaisley underlies Paisley a Paisley higher Paisley risk. Gender Paisley is Paisley among Paisley the Paisley factors we need to emphasizePaisley whichww and previousPaisley Paisley research Paisley showed Paisley that Paisley women Paisley are Paisley more Paisley innovative Paisley than Paisley men Paisley (Goldsmith Paisley et Paisley al., Paisley 1987). Paisley In Paisley a Paisley household Paisley the Paisley primary Paisley shoppers Paisley for Paisley apparel Paisley products Paisley are Paisley the female Paisley femalefffFFFFffffffffffer2wewsxxcdf]45421sPaisley (Dholakia Paisley et Paisley al., Paisley 1995). Paisley Among Paisley young Paisley consumers Paisley (students) Paisley the Paisley differences Paisley are Paisley not Paisley that Paisley obvious Paisley but Paisley mainly Paisley focus Paisley on Paisley different Paisley shopping Paisley habits Paisley (Dholakia Paisley and Paisley Chiang, Paisley 2003). Paisley Paisley Paisley Paisley Paisley Paisley Consumer Characteristics Purchasers because of their different characteristics approaching the online apparel stores with many different ways and receiving different messages, which may affect their online purchases (Cheung et al., 2003). Therefore, we will have to emphasize to these characteristics because of their importance. Previous online purchase experiences, characteristics based on their personalities and the level of their innovative thinking when they go online to shop (Cheung et al., 2003) need to be discussed. Personalities The online shopping behaviors of the consumers are close attached to their personalities and may affect their choice of the online apparel stores and products (Wolfinbarger Gilly, 2001). Therefore, we need to focus in two main consumers personalities: The utilitarian and hedonic personalities. Utilitarian Consumers Utilitarian consumers buying online based on their goal oriented shopping behaviors. Shopping is made according to their goals and rational necessary needs (Kim shim, 2002). They are trying to deliberate their shopping habits through rationality and efficiency and they are not searching for any kind of entertainment through shopping (Wolfinbarger Gilly, 2001). Main aspect is to conclude their online shopping experience efficiently and in time without any kind of unnecessary irritation (Monsuwe, Dellaert Ruyter, 2004). Moreover, their instrumental characteristics guide their shopping experiences efficiently to a task oriented behavior (Sorce, Perotti Widrick, 2005) They are in search for sites offering variety of products, convenience, ease of access and multiple information among others (Wolfinbarger Gilly, 2001). Hedonic Consumers Hedonic consumers defined according to experiential buying behavior. Their concern is not to gather as many information they are able to but at first to seek happiness sensory stimulation and some sort of enjoyable experiences (Monsuwe, Dellaert Ruyter, 2004). The hedonic consumers are trying to immerse into the experience in a greater way than achieving their goals by shopping online (Wolfinbarger Gilly, 2001). They are trying to combine shopping with enjoyable experiences, playful sites and uniqueness (Sorce et al., 2005). Consequently, the hedonists when they get satisfied are increasing their visits and purchases to their favorite online apparel stores (Wolfinbarger Gilly, 2001). Main differences between hedonic (experiential) and utilitarian (goal oriented) consumers behaviors. Their differences in personality, motivation and key aspect leads to a different interaction with the online apparel stores. The goal-oriented customers are guided from instrumental factors which may include the ease of access, the available information and the variety of selection. While the goal oriented consumers seek for control the experiential consumers seeking for fun and surprising web stores (Wolfinbarger Gilly, 2001; Sanchez-Franco Roldan, 2005). A summarization follows in Table 2.1 Compulsive shopping According to Wolfinbarger and Gilly (2001) more than 72% of the shoppers are goal oriented and followed some sort of plan on their recent purchases, and 28% of the shoppers are experiential and decided a purchase while they were browsing. Moreover, research has shown that even if the goal oriented customers represent the majority, the experiential consumers and their browsing attitude are welcome, because of their close connection with high impulse purchases and frequency (Wolfinbarger Gilly, 2001). Innovativeness Innovation described as the degree to which an individual . is relatively earlier in adopting new ideas than the other members of a system (Rogers, 1995). Several researchers referred to the different characteristics of the innovative consumers. Most of them are: higher or highest education (Leung, 1998; Pepermans et al., 1996;) mostly young consumers (Hirschman and Adcock, 1978;) income is higher than the average (Pepermans et al., Summers, 1972;) higher social activity (Robertson and Kennedy, 1968; Roggers, 1995;) risk takers (Leung, 1998; Roggers, 1995;) opinion leaders (Darden and Reynolds, 1974; Chau and Hui, 1998;) women in majority (Goldsmith et al., 1987) Researchers have tried to analyze the role of gender or/and race on innovation and clearly saw that the women are more likely to be innovative than men. The key aspect of the innovation seems is the new products to adopted by the consumers in the market (Leung, 1998; Pepermans et al., 1996). The higher acceptance of the new innovative products as the World Wide Web, may affect as well the use of the network for purchases(Citrin et al., 2000). The apparel online shoppers described mostly as innovators from other researchers (Goldsmith et al., 1995). Goldsmith and Flynn (2004) defined that online apparel purchasers could not be distinguished from non-purchasers by their demographics, but they were more innovative toward clothing and fashions than the non-purchasers. Online apparel purchasers, however, did use the Internet more and were more innovative toward using the Internet than non-purchasers were. The innovative online consumers more likely will purchase apparel online instead of the non-purchasers which are less innovative. Theoretical Framework Rogers (1995) proposed a five-stages process for the innovation to be adopted by an individual. The first one is the knowledge stage, a stage on which an individual tries upon previous experience to understand an innovation and its characteristics. The knowledge derives from the social environment, understanding of problems and general innovativeness. The Persuasion stage which is the second one, represents the development of every positive and negative attitude upon innovation as a result of the knowledge stage. The perceived elements (Rogers, 1995) which are going to influence the adoption of an innovation are: The relative advantage in other words the consumers will assume the advantageous role of the innovation and the adoption will be faster. The compatibility aspect if the consumers recognize in the innovation compatibility with their lifestyle, there is a greater possibility to adopt the innovation. The complexity issue the consumers will examine the innovation and if they think that is easy to use, maybe will adopt earlier the innovation. The trial ability a trial of the innovation will make it easier for the consumers to adopt it. The observation ability the chance of observing the results of each innovation may speed up the adopt timeframe. Another researcher examined the five elements and discovered that the relative advantage, compatibility aspect, the trial ability and the observation ability are positively connected to adoption of every innovation and complexity issue is negatively connected to the adoption of an innovation. In the decision stage which is the third one, the consumer decides to adopt or to reject the innovation according to his/her attitude created during the persuasion stage (Rogers, 1995). The behavioral change will be visible during the fourth stage, the implementation stage. During that stage the consumer will act on his decision of the approval or the rejection of an innovation. Even at this stage the consumer holds a level of uncertainty about the scope of the innovation and will keep collecting information about the innovation. During the last stage according to Rogers (1995), the confirmation stage, the consumer will re-examine the innovation and will reach to a new decision whether or not he will continue to adopt the innovation. Purchasers Browsers and Searchers Internet users have different aspects when they go online. Some users are online because of their intention to buy apparel online (purchasers), but the browsers may not interested to buy online. A search for extra information on the websites is what made them to go online in some of the cases. The searcher is a goal oriented consumer who is online to search for information in a productive way in order to fulfill his goals (Ha Stoel, 2004). A task oriented behavior, more as pre-purchase deliberation and an intention to conclude a purchase next to the gathering of information online are the characteristics of the searcher. Schlosser (2004), defines the consumer known as a browser, an experiential shopper who seeks more and more for an entertaining experience. If the websites are able to fulfill the aspects of the searchers and browsers may transform them to purchasers. Ha Stoel(2004), assumes that all three kind of potential shoppers (purchasers, browsers and searchers) may show different online shopping attitude on a specific site and may consider the advantages of the online apparel shopping in a different way because of their goals. The browsers and not the searchers according to schlosser (2004), affected more from vivid images. Consumers Attitudes Darwin (1872) mentioned the attitudes as a physical action of a thought. Fishbein and Ajzen (1975) through their work Belief, Attitude, Intention and Behavior : An introduction to Theory and Research focused on the prediction of the human behavior through their theory of the reasoned actions. Ajzen (1987) developed the theory of the reasoned actions to the theory of planned behavior. The model suggested by Fishbein still is the most popular among researchers but among psychologists is Fazios (1986) attitude accessibility model. Fishbeins Multi-attribute Model Fishbeins claims that the consumers form attributes towards objects on the basis of their beliefs (perceptions and knowledge) about these objects. Since a consumer may hold different beliefs about an object it may be difficult to get the overall perception of a product such as the McDonalds if they are good or bad for the consumers (Perner, 2006). Within this framework a persons attitude toward an object is a function of his beliefs about an object and the implicit evaluative responses associated with those beliefs (Karjaluoto, 2006). Beliefs are acquired by the processing information, which are obtained from direct experiences with objects and from interaction with other sources. Moreover, if there is a need to understand consumers attitudes adequately, a determination of the beliefs that form the basis of these attitudes is necessary (Fishbein and Steiner, 1965). The model focus in three attributes of the attitude: The salient beliefs people hold about an attitude object, e.g. those beliefs which are the first to come in mind; Object-attribute linkages, or the probability, that a particular object has an important attribute. Evaluation of each one of the important attributes. Upon any case, the model created on assumptions that may prove wrong on everyday practice. At first assumes that exists the ability to specify adequately all the relevant attributes. This model also assumes that he/she will go through the process (formally or informally) of identifying a set of relevant attributes, evaluating them and measuring the overall outcome. Without any attempt of questioning this model, which is clearly a high-involvement subject, it is still possible that the consumers attitude will be formed by an overall affective response (Solomon et al., 1992). Since any kind of object, such as a product or a brand, has numerous attributes (size, features, shape etc), an individual will collect information and develop beliefs quite different according to the provided individual attributes. Positive or negative feelings are also formed on the basis of the beliefs held about the attributes. Thus, the persons overall attitude toward an object is derived from the beliefs and feelings created by the various attributes of the model and that is why the model is referred as a Multi attribute model or as the Fishbeins attitude model (Newman and Foxall, 2003). The Multi attribute model tries to summarize the overall attitudes by using the following equation (Hawkins et al., 1998): Where: Ao = the persons overall attitude toward the object-Characteristics of the attitude object (e.g. Reputation of a College) bi = the strength of his belief that the object is related to this attribute (e.g. the strength of belief that Wrangler Jeans are durable, or the belief that on line shopping is a convenient way to shop) ei = the evaluation or intensity of feelings (liking or disliking) toward attribute-the priority consumers place on an object. Some A (attitudes) will be more important than others. i.e. (Library resources, social environmentpriorities). n = the number of relevant beliefs for that person ( Loudon and Bitta, 1994) According to the above mentioned formula the weight of importance of a belief towards an object (bi) is multiplied with the evaluation i.e. of` the product. For example, a consumer believes that the taste of a refreshment is moderately important or a 4 in a scale of importance from 1 to 7.He/she also believes that drinking coffee feels very good, or 6 on a scale from 1 to 7.Thus the product overall grade here is 4*6 =24.The customer also believes that the potential of a drink to stain is extremely important (7), and coffee fares moderately badly at -4 on this attribute (since this is a negative belief, for this purpose we are taking numbers from -1 to -7 with -7 being worst). The total score for this belief is 7*(-4) =-28.If we hold these two beliefs the aggregated attitude would have been 24+(-28)=-4.In real life, it is obvious that consumers tend to have many more beliefs and their summary will provide an accurate measurement (Perner, 2006). Based on this multi-attribute model, marketers may consider four strategies when attempting to affect behavior: Change the value placed on a particular product attributes (a change in an ei component) Change beliefs (a change in a b1 component) Change the attitude toward the brand (A change in Ao) Change behavioral intentions (a change in BI) or behavior change in B (Assael, 1992) The Fishbeins attitude-towards object model has been relatively successful in predicting, behavioral intentions arising by various cognitive variables to which they refer (Birtwistle and Shearer, 2001; Doyle and Fenwick, 1974; Fishbein, 1967; Bass and Talarzyk, 1972). For example, excessive usage of the model to measure different advertisements or store brands. The tangible attributes and the utility versus the intangible ,symbolic attributes. However, this approach has not always been useful results for the retail management, as the knowledge of a customers attitude about a brand is not always a safe predictor of their actual behavior (Wicker, 1967). Furthermore, the model allows marketers to focus on the important issues of their consumers. Examines the effectiveness of their brand in providing the necessary attributes, and how marketers stack up against their competitors (Karjaluoto, 2006). By all means a negative response of the consumers to one feature of a brand does not necessarily eliminates the consumers connection with the specific brand. According to Wilkie and Pessemier (1973) the most important aspect of the multi-attribute model is: The advantage of multi-attribute models is in gaining understanding of attitudinal structure. Diagnosis of brand strengths and weaknesses on relevant product attributes can then be used to suggest specific changes in a brand and its marketing support. The retailers tried to take advantage of the Multi attribute model in a way to predict the behavior of their consumers. Although, the use of the model was inappropriate and in some of the cases unacceptable. As a result, the forecast of the consumers behavior was not accurate (Sheppard, 1988): The model was developed to deal with the actual behavior (e.g. taking an aspirin), not with the outcomes of behavior (e.g. allergy), which is assessed in some studies (Solomon et al., 2002) Consumption situations may vary and this is going to influence the strength of the attitude behavior relationship (Bearden and Woodside, 1976). In fact, evidence suggests that consumers attitudes toward brands can actually vary depending on the situation (Miller and Ginter, 1979). Time usually elapses while consumers forming attitudes and when they are ready to act on these. During that time, many variables expected and unexpected may intervene to affect behavior. For example, an unexpected need for a new family car could quickly postpone, or cancel, plans to purchase a new motorcycle (Loudon and Bitta, 1994). The consumers attitudes toward some types of behavior are influenced by his evaluation of the perceived consequences (positive or negative) of taking such action. Therefore, these attitudes are more relevant for predicting consumers attitudes toward the objects themselves (Loudon and Bitta, 1994). Consumers are often influenced by their perceptions of what others will think of their actions. Thus, even though a consumer may have a favorable attitude toward making a purchase, he may refrain from doing so because of his perception that other people, who are very important to him (such as his/her friends) might not approve his action. This influence noted as subjective norm (Loudon and Bitta, 1994). New models able to adjust to the formed complexity introduced and the above-mentioned factors were used as a guide. As a result, Fishbein introduced the Behavioral Intentions model (Loudon and Bitta, 1994) in an attempt to escape from the traditional attitude toward object model to a more attitudes towards behavior model (Thoradeniya, 2006). Fishbeins Behavioral Intentions Model This revised model presented by Fishbein and contributed by Ajzen (1975), was designed to include the persons evaluation about performing certain behaviour. Their attitude toward the behaviour and additionally the social pressure experienced when performing the behaviour, like the subjective norm (Stephen, 2002). The theory of reasoned action is different from the traditional attitude theories in a manner of introducing normative influences to the overall model and a causal relationship between the two antecedents and intention (Ha, 1998). Subjective norms are determined by the consumers beliefs about the actions of the others regarding his intended behaviour and his motivations to comply with their standards of behaviour (Fishbein and Ajzen, 1980). The subjective norms reflect as well the individuals sense to behave in an acceptable manner (Teo and Loosemore, 2001). Normative beliefs in general involve specific individuals or groups rather than generalised important others(Fishbein and Ajzen, 1980). In addition, the persons behaviour is a function of his/her intention to behave in a certain manner (Loudon and Bitta, 1994). For example, a womans attitude towards birth control pills maybe favourable, but the pressure exerted by family and friends could represent the subjective norm, which may result in a negative attitude towards using them (Johnson and Fishbein, 2003). Fishbeins expressed relationships in equation form as: As the model indicates, in order to predict the consumers behavior, the researcher must determine the consumers attitude toward the specific behavior in question (AB) and his subjective norm (SN). Each of these will be weighted by w1 and w2 respectively (which add up to 1.0) to reflect their relative importance in influencing the behavioural intentions (Loudon and Bitta, 1994). The consumers attitudes toward performing a specific behaviour has the same structure as in the Fishbeins Multiattribute model. The important change here is that beliefs and evaluations concern certain actions, and the consequences of these actions, affect the attributes of the object (Ha, 1998). These beliefs are called behavioural beliefs. An individual will attempt to perform certain behaviour because of his evaluation upon beliefs. Attitudes are determined by the individuals beliefs about the consequences of performing according to a specific behaviour (behavioural beliefs) and his concerns about the above mentioned consequences (outcome evaluations).Those attitudes have a direct effect on behavioural intention and are linked with subjective norm and perceived behavioural control (Brown, 1999). A number of issues and limitations of the Fishbein Behavioural Intentions model need further examination, since the potential number of factors affecting attitude are infinitive. Other researchers are involved with the thoughts of the consumers before their decision upon action. We are not able to apply these theories in the organisational buyer behaviour because of the complexity of the influencing factors which affect this kind of behaviour (Thompson and Panayiotopoulos, 1999). Moreover, there is a significant risk between attitudes and subjective norms since attitudes can often be reframed as norms and vice versa. In practice the consumer suffer from several constraints such us limited ability, time, environmental or organisational limits and unconscious habits. It is also very important to note, that although the theory assumes that behaviours are influenced only by intentions, other authors suggest that attitudes and past attitudes have a direct influence on future behaviour(Bargh, 1997). According to the above-mentioned frame the current behavior may be habitual and triggered by environmental stimuli and may be elicited unintentionally when an evaluative representation is present (Bargh, 1997). However, the implications of this model are extremely important for the marketers, while there is a specific need for understanding the factors which affect the consumers intentins. Past research strengths the ability to identify the most important attributes, which forced the consumers to form negative or positive attitudes towards a purchase of a product (Ha, 1998). It is also a valuable tool to proceed with the identification of the sources of the social environment and their possible role in intention. (Ha, 1998). These attitudinal and subjective-norm components are helpful to marketers to analyse and understand/predict the consumers behaviour. Moreover, they are useful because of their suggestions to alternative marketing strategies for the evaluation and change of the consumers attitudes and intentions to act (Loudon and Bitta, 1994). Online Apparel Shopping Intention The representation Paisley of Paisley what Paisley we Paisley think Paisley we Paisley will Paisley buy Paisley (Blackwell Paisley et Paisley al., Paisley 2001, Paisley p. Paisley 283) describes the online appare

Boundary Issues in Therapy: Case Study

Boundary Issues in Therapy: Case Study Critically analyse the actions of the therapist from the perspective of the BACP and BABCP codes of practice and from the perspective of boundary issues. The initial assessment of S revealed the presence of depressive symptoms, alcohol and substance use and poor coping skills, characterised by a chaotic household routine and difficulties managing her two children. Although limited information is available regarding the development of S’s current problems, it would appear that predisposing factors may include a history of physical abuse in her own family and pre-existing â€Å"low mood and irritability†. During the assessment, S described a vicious cycle of depressive feelings, negative automatic thoughts and avoidance behaviours, which appear to have maintained and exacerbated her current state. In addition to the disordered domestic situation previously mentioned, S depicted her relationship with her two young children as being something of a struggle, as she found their fighting with each other problematic and she stated that she â€Å"sometimes loses control† and slaps them â€Å"hard on their legs and handsâ € . Furthermore, S stated that she leaves her 11 year old child daughter to look after her 5 year old daughter. Whilst professing her wish for help, S also acknowledged her fear of losing her children. The counsellor articulated their wish to help S with her depression. In doing so, the counsellor is complying with fundamental principles of both BABCP and BACP guidelines, in terms of â€Å"aiming to resolve problems and promote well-being† (BABCP, 2007) and adhering to the â€Å"beneficence† principle (BACP, 2007). However, the counsellor did not, at this stage, expand upon any possible interventions which may be employed for S’s depression, nor did they explicate a plan to manage S’s alcohol and substance use. At this stage of therapy, it would be useful to begin the process of establishing a therapeutic alliance (Derisley and Reynolds, 2000), in terms of introducing mutually agreed goals and a shared formulation (Kirk, 1989). Such an alliance has been demonstrated to be positively associated with treatment participation and outcomes amongst alcoholics (Connors, DiClemente et al., 1997). Furthermore, this is congruent with the BACP principle of â€Å"a utonomy†, i.e. â€Å"the importance of the client’s commitment to participating in counseling or psychotherapy† and with the BABCP’s guideline of discussing and agreeing the aims and goals of interventions from the outset of therapy. The quality of empathy, an attribute described in BACP guidelines as one which counsellors and therapists should â€Å"aspire to† is not manifestly portrayed in the case study. An empathic therapist style has been associated with low levels of client resistance and with greater long-term change amongst individuals with addictive behaviours (Miller, Sovereign and Krege, 1989 cited in Miller and Rollnick, 1991). Accurate empathy has also been described as facilitating further disclosure of feelings and cognitions and thus, therapeutic collaboration (Marshall, 1996). Confidentiality within a therapeutic relationship is acknowledged as a crucial and implicit feature within BACP codes of practice. This is reflected in the principle of â€Å"fidelity†, i.e. â€Å"honouring the trust placed in a practitioner †¦ confidentiality is an obligation †¦.. any disclosure is restricted to furthering the purposes for which it was disclosed† (BACP, 2007). The BABCP also lists confidentiality within its guidelines for good practice, but is slightly less robust in its communication of this, stating that â€Å"information acquired by a worker is confidential within their understanding of the best interest of the service user and the law of the land† (BABCP, 2007). The counsellor working with S made the decision to break confidentiality due to their concerns about the welfare of S’s children and informs S that she will be requesting a social services assessment of the home situation. In view of S’s previous expression of her fear of losing her children, this information is highly likely to reinforce her anxieties and potentially risks alienating her from the therapeutic alliance and disengaging from any intervention. However, the clear dilemma facing the counsellor was acting upon the perceived risk to S’s children, whilst maintaining confidentiality and trust. Both BACP and BABCP codes of practice affirm that confidentiality must be within legal constraints. When elucidating the principle of â€Å"justice†, the BACP refers to â€Å"remaining alert to potential conflicts between legal and ethical obligations† and further to â€Å"be aware of and understand legal requirements and be legally accountable†. With regard to legal aspects of S’s case, the children’s act of 2004 continues to allow smacking as long as it does not cause visible marks. It is not clear whether S’s smacking of her daughters constitutes illegal activity, however of more concern is her admission that she â€Å"loses control† when slapping them. Also of concern is the information that S allows her 11 year old daughter to care for her 5 year old when she herself feels unable to cope. Whilst S does not actually leave the children alone in the house and therefore is not breaking the law, the emotional impact upon her children would be a potential issue requiring attention. Returning to the actions of the counsellor in this circumstance, it would be highly beneficial to obtain more information about the nature of S’s relationship with her daughters, including the frequency of her smacking them and a clearer impression of their routine, in order to establish the possibility of neglect. The BABCP code of practice states that the therapist should â€Å"minimize possible harm and maximize benefits whilst balancing these against any possible harmful effects to others† (BABCP, 2007) and this is echoed by the BACP, which draws attention to â€Å"situations in which clients pose a risk of causing serious harm to themselves or others†¦ the therapist should be alert to the possibility of conflicting responsibilities between those of their client, others and society† (BACP, 2007). Whilst the decision faced by the counsellor was a difficult one, a possible course of action would have been to declare the potential need to break confidentiality from the outset. Good practice guidelines typically incorporate an initial statement which refers to disclosures remaining confidential unless there is a risk of harm to the self or others (Jenkins, 1997; Bond, 2000) and apprising S of this possibility from the outset may have attenuated, to some extent, the impact o f learning that a social services assessment would be requested. One alternative course of action for the counsellor in this situation would have been to postpone a social services assessment until S had had an opportunity to implement the contract of behaviour regarding her children and the counsellor had sought supervision. There did not appear to be any urgency in S’s home situation, therefore it would seem reasonable to seek supervision prior to taking any immediate action. Both BACP and BABCP codes strongly dictate seeking supervision if â€Å"faced with a situation outside their competence† (BABCP, 2007) and paying â€Å"careful consideration to the limitations of their training and experience† (BACP, 2007). In terms of informing the GP of S’s overall problem issues, but keeping the substance and alcohol abuse confidential, this would appear to be consistent with guidelines of keeping communication between colleagues â€Å"purposeful† (BACP, 2007) and â€Å"relevant† (BABCP, 2007). The counsellor mentions working on strategies to reduce S’s behaviours around substance and alcohol abuse and, as previously mentioned, further clarification of this intervention would have been helpful. Cognitive therapy for substance abuse emphasises identifying and testing thoughts and images about using drugs, modifying beliefs that increase the risk of drug use, coping with drug cravings and providing relapse prevention (Beck et al., 1983; Marlett and Gordon, 1989). Illustrating this process with S may have ameliorated the formation of a working alliance, as well as providing her with greater information about the intervention process, thus increasing her â€Å"self-determinat ion† and â€Å"autonomy† (BACP, 2007). Furthermore, as S appeared to be at the â€Å"contemplation† stage of motivation to change (Prochaska and DiClemente, 1982, cited in Miller and Rollnick, 1991), an informative approach may have consolidated this state and enabled S to further move around the â€Å"wheel of change† into a state of determination or action. With regard to boundary issues in the case study, a clear example of how this may be problematic in the counsellor’s relationship with S is in the area of a dual relationship (Schapp et al., 1996). That is, the emergence of conflicting responsibilities relating to S being the client but her children’s welfare being a clear cause for concern contributed to a potentially disruptive, ambiguous boundary. In this case, the ethical dilemma was apparent and although the codes of practice referred to provide some guidance and principles for managing such difficulties, it has been noted that guidelines and standards inform rather than determine our ethical decisions (Gillon, 1986). As such, in dealing with a client with sole parental responsibility, this is the nature of the issues confronted by a counsellor. References Beck, A.T., Wright, F.D., Newman, C.F. and Liese, B.S., 1983. Cognitive Therapy of Substance Abuse. The Guildford Press. Bond, T., 2000. Standards and Ethics for Counselling in Action. London: Sage. British Association of Behavioural and Cognitive Psychotherapy, 2007. Guidelines for Good Practice of Behavioural and Cognitive Psychotherapy.  Available from: www.babcp.co.uk  [cited: 30 April, 2008] British Association of Counselling and Psychotherapy, 2007. Ethical Framework for Good Practice in Counselling and Psychotherapy.  Available from: http://www.counselling.co.uk  [cited: 30 April, 2008] Children’s Act, 2004. Chapter 31. London: HMSO. Connors, G.J., Carroll, K.M., DiClemente, C.C., Longabaugh, R. and Donovan, D.M., 1997. The therapeutic alliance and its relationship to alcohol treatment participation and outcome. Journal of Counselling and Clinical Psychology, 65 (4), pp. 582-598. Derisley, J. and Reynolds, S., 2000. The transtheoretical stages of change as a predictor of premature termination, attendance and alliance in psychotherapy. British Journal of Clinical Psychology, 39, pp. 371-382. Gillon, R., 1986. Philosophical Medical Ethics. New York: Wiley. Jenkins, P., 1997. Counselling, Psychotherapy and the Law. London: Sage. Kirk, J., 1989. Cognitive Behavioural Assessment. In, Hawton, K., Salkovskis, P., Kirk, J. and Clark, D.M. (Eds), 1989, Cognitive Behaviour Therapy for Psychiatric Problems: A Practical Guide. Oxford: Oxford University Press. Marlett, G.A. and Gordon, J.R. (Eds), 1989. Relapse Prevention: Maintenance Strategies in the Treatment of Addictive Behaviours. New York: Guildford. Marshall, S., 1996. The Characteristics of Cognitive Behaviour Therapy. In, Marshall, S. and Turnbull, J., 1996. Cognitive Behaviour Therapy: An Introduction to Theory and Practice. Balliere Tindall. Miller, W.R. and Rollnick, S., 1991. Motivational Interviewing: Preparing People to Change Addictive Behaviour. New York: Guildford. Miller, W.R., Sovereign, R.G. and Krege, B., 1989. The Check-up: A Model for Early Interventions in Addictive Behaviours, cited in, Miller, W.R. and Rollnick, S. (Eds.), 1991, Motivational Interviewing: Preparing People to Change Addictive Behaviour. New York: Guildford. Prochaska, J.O. and DiClemente, C.C., 1982. Transtheoretical therapy: toward a more integrative model of change, cited in Miller, W.R. and Rollnick, S., 1991. Motivational Interviewing: Preparing People to Change Addictive Behaviour. New York: Guildford.

Chinua Achebe’s Things Fall Apart - The Downfall of the Ibo Essay

One of Chinua Achebe’s goals in Things Fall Apart is to portray Ibo culture vividly and honestly. Unlike European perspectives of the Africans – such as Conrad’s Heart of Darkness – Achebe’s representation explains intricate customs, rituals, and laws and develops individual characters. Things Fall Apart shows Ibo society to be fully functioning and full of life. However, Achebe maintains his objectivity and avoids giving the Ibo any undue sympathy, painting some of their customs – such as the mandatory abandonment of infant twins – in a questionable light. While it is easy for us – especially in this age of political correctness and multiculturalism – to place upon the white man all the blame for the downfall of the Ibo, Achebe does not make the situation so simple. In fact, it is the acquiescence of his comrades, not the intrusion of the Europeans, which eventually causes Okonkwo to take his own life. Thus, it is difficult to place the Ibo and the white men into traditional categories of good and evil, for each exhibits positive and negative qualities. Although the Ibo certainly possessed a lively, stable society before the Europeans arrived, their internal struggles contributed to their own demise. DEVELOPED CULTURE Throughout the novel, Achebe offers detailed illustrations of the richness of Ibo culture. Many episodes do not directly advance the plot, but rather serve to provide examples of this culture. One of the most significant signs of the development of Ibo culture is its system of laws and justice. A whole chapter describes the proceedings as egwugwu (important clansmen who dress as village ancestors) determine the verdict in a wife-beating case (87). The villagers are not stupid enough to believe... ...ld do if the missionaries brought military reinforcements. In any case, if Ibo society can be compared to a tragic hero, its irrational beliefs would be its tragic flaw. It was these beliefs which directly alienated members of society, such as Nwoye, Nneka, and the osu, and created a rift within the Ibo. While such beliefs and customs are certainly evidence of the depth of Ibo culture, their irrational basis could not withstand the white man’s defiance of them, as shown by the church’s survival in the Evil Forest. Ironically, it is these beliefs – the presence of a social structure, the development of a religion – which not only show the richness of Ibo culture, but also lead to its downfall. Works Cited Achebe, Chinua. â€Å"An Image of Africa: Racism in Conrad’s Heart of Darkness.† An Introduction to Literature. Terry, Joseph. New York, NY: Longman, 2001.

Mystifying the Senses: Bimodal Speech Perception :: Biology Essays Research Papers

Mystifying the Senses: Bimodal Speech Perception My grandmother, like many elderly people, suffers from hearing loss. Recently however, she has begun to lose her sight as well. Curiously enough, though her level of auditory impairment remains the same since macular degeneration has claimed her ability to see, her hearing seems to have deteriorated further. Could this be simply the result of alienation because of the loss of a further sense? This situation led me to wonder about my own hearing ability. I have often experienced hearing difficulty in settings where I cannot see the person who is talking to me-in a movie theater, or over the telephone. The questions raised here call into question the conventional notion of sensory processing. Distinctive inputs are received by their respective processing organ and the end result is relayed to the brain. How then can we explain a seeming reliance of two different sensory percepts on each other? Is there more to hearing than our ears? Historically, scientific evidence for the existence of sensory integration has long existed, but the first formal theory developed to this effect was stumbled upon by Harry McGurk and John MacDonald of the University of Surrey (1). The scientists were involved in a study of how infants perceive speech by playing a video of a mother talking in one place and playing the sound of her voice in another place. They randomly began to play with the consequences of dubbing an particular audio sound onto the video of the mother saying a different sound (2). They found that when the auditory syllable, "ba-ba" was imposed on the visual syllable "ga-ga", "da-da" was heard. The same occurred when the audio and visual syllables were reversed. Also, "pa-pa" dubbed on "ka-ka" was heard as "ta-ta". When one of the sensory inputs was eliminated by closing the eyes, or plugging the ears, the correct syllable was identified (2). McGurk and McDonald found "Contemporary, auditory-based theories of speech p erception...inadequate to accommodate these new observations" and concluded that there must be some allowance made for the influence of the visual on hearing (2). The conventional theory of the senses is challenged. So, speech perception is bimodal. Of course, as science repeatedly shows, nothing is simple as that. The question remains, how does this integration occur? When does it occur? What neurological systems are involved? It has become generally accepted that audio and visual inputs are received by independent organs (the ears and eyes) and that integration occurs sometime after these two systems have "processed" the input.