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Questions From 9th Edition Astronomy Today – Directly from the etext – for your utilization if you have purchased or access to earlier editions.

Chapter 5 –

Discussion Questions –

How does Earth’s atmosphere affect what is seen through an optical telescope?

What advantages does the Hubble Space Telescope (HST) have over ground-based telescopes? List some disadvantages.

12. Are there any ground-based ultraviolet observatories?

14. What are the main advantages of studying objects at many different wavelengths of radiation?

15. How are telescopes like time machines? Why can larger telescopes see further back in time?

Multiple Choice Questions –

The main reason that most professional research telescopes are reflectors is that

mirrors produce sharper images than lenses do;

their images are inverted;

they do not suffer from the effects of seeing;

large mirrors are easier to build than large lenses.

The primary reason professional observatories are built on the highest mountaintops is to

get away from city lights;

be above the rain clouds;

reduce atmospheric blurring;

improve chromatic aberration.

The Spitzer Space Telescope (SST) is stationed far from Earth because

this increases the telescope’s field of view;

the telescope is sensitive to electromagnetic interference from terrestrial radio stations;

doing so avoids the obscuring effects of Earth’s atmosphere;

Earth is a heat source and the telescope must be kept very cool.

Problems –

A 2-m telescope can collect a given amount of light in 1 hour. Under the same observing conditions, how much time would be required for a 6-m telescope to perform the same task? A 12-m telescope?

Mulan Joins the Army

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Date

Mulan joins the Army is indeed a patriotic play that is based on a filial woman, Mulan who manages to save her country from barbarians’ attack. Mulan seems to believe in her abilities and she is further driven by the need to fight and die for her country. She finds courage to amazingly represent her sick father at the war front after Mu shu refuses to join the military. Mulan hides her gender identity and presents herself as a man just to fight for her country by resisting foreign invasion. Her quality job earns her a place after she is promoted to sergeant (Kwa & Idema, 2010).

Similarly for the sake of the country Liu who is a close friend of Mulan identifies her identity but goes ahead to hide. Mulan is actually transformed from a father’s sympathizer to a savior of her country. This story tends to remind us about soldiers who sacrifice everything just to save their nation. Mulan goes beyond the traditional women culture in China to take up an opportunity in the military. Fighting against a nation’s enemy as was the case in the play is a show of unity and patriotism especially when it is done at the expense of other things such as gender norms and abandonment of family (Kwa & Idema, 2010).

Mula joins the army further shows a sign of cultural transformation by introducing an aspect of female patriotism. New emphasis on patriotism is achieved by depicting Hua Mulan as a true patriot who is ready to risk her life for the sake of her country. Mulan says according to Kwa & Idema (2010), “I risk my life for the sake of the country” (p. 43). Mulan has further proved that women’s role is not only to care for their families back at home as was traditionally thought. Women, just like men can take active role in the military to save their country. It is really impressive and encouraging to see a woman sacrificing herself to go to war and even hides her identity just to accomplish her task.

References

Kwa, S., & Idema, W. L. (2010). Mulan: Five versions of a classic Chinese legend with related texts. Indianapolis, IN: Hackett Pub. Co.

Name:

Institution:

Adverse reporting events in medication may be explained as: “Any one of the many untoward medical occurrences in a patient or either a clinical investigation subject administered to a pharmaceutical product which never necessarily has to possess a causal relationship with treatment. In clinical trials, there is always a distinction between adverse events as well as serious adverse events. In general terms, any event that causes death, or permanent damage, requires hospitalization or causes birth defects is considered a serious adverse event. The results of the trials are usually included in the labeling of the medication in order to provide basic information for the patients, as well as prescribing physicians.

Adverse effects are always required by law to be reported, and also researched in all clinical trials and also included into the patient information that accompanies medical devices or drugs for sale to the public. Investigators specializing in human clinical trials are usually obligated to report the events in clinical study reports. Research is of the opinion that the events are usually inadequately reported in all publicly available reports. This is because of the lack of the data and the uncertainty about methods of synthesizing them, the individuals conducting systematic reviews as well as meta-analyses of all therapeutic interventions who unknowingly overemphasize the health benefit. To balance off the overemphasis on benefit, doctors and researchers have called for complete reporting of harm from the clinical trials.

There is the lack of certainty that the reported event was due to the product. Thus, it is not required that a causal relationship between product and event be proven, as reports do not usually contain enough detail to properly evaluate a particular event.

References

Reducing and Preventing Adverse Drug Events to Decrease. Retrieved from

http://www.fda.gov/safety/medwatch/howtoreport/ucm053087.htmExpert working group (efficacy) of the international conference on harmonization of technical

Requirements for registration of pharmaceuticals for human use. (2007). “Guideline for Industry Structure and Content of Clinical Study Reports.” (PDF). FDA Center for Drug Evaluation and Research.Medication Administration Safety – Patient Safety and Quality – NCBIRetrieved from www.ncbi.nlm.nih.gov/

Questions From 9th Edition Astronomy Today – Directly from the etext – for your utilization if you have purchased or access to earlier editions.

Chapter 5 –

Discussion Questions –

How does Earth’s atmosphere affect what is seen through an optical telescope?

What advantages does the Hubble Space Telescope (HST) have over ground-based telescopes? List some disadvantages.

12. Are there any ground-based ultraviolet observatories?

14. What are the main advantages of studying objects at many different wavelengths of radiation?

15. How are telescopes like time machines? Why can larger telescopes see further back in time?

Multiple Choice Questions –

The main reason that most professional research telescopes are reflectors is that

mirrors produce sharper images than lenses do;

their images are inverted;

they do not suffer from the effects of seeing;

large mirrors are easier to build than large lenses.

The primary reason professional observatories are built on the highest mountaintops is to

get away from city lights;

be above the rain clouds;

reduce atmospheric blurring;

improve chromatic aberration.

The Spitzer Space Telescope (SST) is stationed far from Earth because

this increases the telescope’s field of view;

the telescope is sensitive to electromagnetic interference from terrestrial radio stations;

doing so avoids the obscuring effects of Earth’s atmosphere;

Earth is a heat source and the telescope must be kept very cool.

Problems –

A 2-m telescope can collect a given amount of light in 1 hour. Under the same observing conditions, how much time would be required for a 6-m telescope to perform the same task? A 12-m telescope?

Advertisement evaluation. What makes a good advertisement Advertising is the non-personal transfer of information, usually paid for and is persuasive about products services and ideas by sponsors on behalf of a firm or company. Non-personal meaning there is no direct contact between the seller and the buyer or receiver of the product. An advertisement is meant to be persuasive so as to catch the eye of the intended party and this whole service of advertising involves paying of the advertisement firms.

The ultimate goal of advertising is to make the consumer buy or use the good or service being advertised. For an advert to be effective it must have the right message and proper means of delivering the message is required. The attributes to an effective advertising are divided into three categories and features relating to: consumer, message and the advertising copy.

One should have a complete idea and knowledge of the target group, their personality, income, age etc. An advertisement should be created in accordance to the characteristics of the targeted group.

Using of the appropriate media, this allows the message to effectively reach the targeted audience. Knowing level of education of the intended group and the accessibility t media like computer and television.

Repetition is the number of times an advert is aired. This can determine whether the message will remain in the memory of the targeted group or it will be a disinterest to them. The time gap should be appropriate (Griffin, 2006).

Timeline, this refers to the time an advert appears or is placed in the T.V or daily paper respectively. This allows the advert to be viewed by the highest number of people.

The message should be understandable and readable to all in the public. The language used should be simple and easy to understand. The message should be clear and consistent to the brand or item being advertised.

Highlight special features of the product, it should say something exclusive about the product which other brands do not have. The customers should feel the product or service is better than its competitors.

The message should be easy to recall, the words used must be easy to memorise and recall. Whenever customers go for shopping the words should ring in their minds.

The advert should be educational, i.e. it should educate the user on how to use a certain product. Location from which the product comes from (Gupta, 2009).

The first advertisement is about Johnsons Baby milk lotion. An oil product that takes care of babies’ skin softens the delicate skin of the baby and lives it moist. Johnson’s body skin care company is the firm that heads for this commercial, it’s accompany that deals and specializes in the manufacture of body ointment products both for adults and children.

Purpose for setting up this advert is to show what the product is .i.e. its name, it also shows to whom the product, in this case the baby body lotion, is intended for and how it is used. The commercial shows a woman applying the cream, which is white in colour and the colour itself makes the product seem ‘pure’. White is a colour that in itself symbolizes or gives one the notion of purity. As she is doing it on herself, she applies it on the baby smoothly and tenderly. The commercial shows how the skin becomes smooth and moist. The advert also shows the packaging of the product which is attractive, a well designed bottle with an easy to pop up lead. The company also tries to make it interesting by showing the woman playing with the little boy; this creates an affectionate mood to the commercial creating that ‘bond’.

The targeted audience in the advert is mostly those with small children, parents mostly. Since the theme of the advertisement is to take care and protect babies’ skin and the narrator mentions the use of the product on baby skin, it would be okay to come to the conclusion that the intended party is mothers with children.

The advertisement shows for a baby to have a healthy lifestyle .i.e. proper development of the skin, free from rushes, lacerations and keep it moist. The advert tries to show the best way to take care of the baby’s skin and what to use.

Many people earn profit or make money from this advertisement. First the advertising firm or agent that was given the task, to create a commercial that will feature the Johnson’s product and how it will be done. The second benefiter of this advert is the company itself. Through advertising, the company markets its product making it known to the public. Depending on how much people are willing to buy the product sales increase which leads to profit acquirement. Retailers and other distributors also gain from the sales they make.

However the advert leaves out certain aspects such as can men to use the product? Since the advert shows the mother and her baby using it. The reason maybe, why the advert rules out men, is because the product is not made for their kind of skin. People share different opinions about things and not all may agree on the adverts message. Some may prefer or find another product better to use; however I do agree on the message being delivered by the advertisement because I have used the product and can strongly say that it takes care of your skin as well as the baby’s.

The other advertisement is a Gillette advert, done by a company that deals with men’s shaving blade. The intention of putting this commercial is to show how effective the new brand of Gillette shaving blade is. The advertisement shows how the blade has been improved to give a better clean shave. The creators of the advertisement give an animation of how the blade shaves, and later show the look after the shave comparing it to before. Men are the intended group to whom the commercial is produced for. The advertisement tries to show, to be a respected clean man one has to use Gillette; makes one look presentable and neat both at work and outside work. The advertising firm, the company, retailers, wholesalers all make money from the advertisement. Marketing of the product increases sales hence they all make a profit from sales of the product.

The biased bit about the advertisement is that it rules out the fact that not all like shaving completely; it does not show, for the people who love it to a certain level, if they too can use the product. The advertisers wanted to mainly show the larger group for whom the product is made for are men who love to keep their chin n cheeks smooth. Not all men would agree to the quality of the blade and they would still prefer other brands to it. Maybe some may prefer not to shave at all or just trim their beard. The advert is very persuasive and convincing since it shows the outcome of using the blade.

Both adverts have that persuasive convincing feature but they both give a different message and do not target the same audience. Advertisements are useful to give information about a product and give consumers the ability to judge if it good or not. How an advert is done the input and features in it determine how good and attractive it is.

Gupta, M. (2009). Principles of management. New Delhi: PHI Learning Pvt. Ltd.

Griffin, R. W., & Ebert, R. J. (2006). Business (8th ed.). Upper Saddle River, N.J.: Pearson/Prentice Hall

Mulit2 Discussion Post

Student’s Name

Institutional Affiliation

Professor’s Name

Date

Mulit2 Discussion Post

Counselors are known to struggle when it comes to multicultural counseling. According to Romans 15:7, God wants his people to accept each other. This means that we should accept societies and their respective cultures by not overlooking sinful elements or behaviors that are a portion of particular cultures. Valuing and accepting the culture of the clients is an important strategy that defines real multicultural counseling. As every culture contains behavioral values and norms that are different from the scripture lessons, counselors should remain to be faithful to the scriptures. Accepting one another means that we view others as created in the image and the likeness of God (Genesis 1:26-27) and whom are in necessity of redemption (Romans 3:23).

To become multicultural competent, Christian counselors should apply approaches such as understanding that language use is both a complex and delicate issue. Understanding the dynamics of languages is the most important factor in engaging with clients. For example, some immigrants are from countries with other languages apart from English. Among immigrant families, young immigrants learn the English language easily and therefore prefer English as the first language. However, their parents value the family language and may force their children to learn this language. To deal with this dilemma, some families prefer one parent to communicate to the children using a single language while the other parent in English while other families might implement the rye of using only one language of the original country (Moitinho, 2022).

Another important approach is that of creating a moral first impression. Constructing a relationship that is solid with the clients and earning their trust is crucial. This however is complex in multicultural counseling as a result of different norms, values, or even expectations. For example, in counseling Latino or Hispanic individuals, building a relationship might break or build the process of counseling. The Spanish or the Latino culture puts emphasis on warmth and friendliness in relationships. The counselors should therefore practice this attitude toward Hispanic or Latino clients (Moitinho, 2022).

To approach and work effectively with clients from different religious backgrounds, religious counselors should make use of tactics that respect and integrate the different faith of these individuals. One of the tips is to listen to those who are not similar to them before making assumptions. Understanding than responding should be the priority. The second tip is to think as the counselors should ask themselves how they would feel if their deeply held beliefs were challenged or disrespected. They should think of how they want to be treated and similarly treat other people. The third tip is to ask to learn rather than to teach. They should not be afraid to ask about the belief systems of these clients and how they would like to integrate their systems into their respective counseling sessions (Sharel, 2019).

Counselors, however, should not challenge the religious beliefs or moral values of the clients. The clients' faith should be valued. It is likely for the counselors and their respective clients who don’t share identical faith to work with each other effectively. According to the ACA ethical codes, evangelical Christians are not allowed to force their beliefs on their clients as it applies also to the nonevangelical who should also not force their beliefs on their clients (Sharel, 2019).

References

Moitinho, E. (2022). Multicultural Division of AACC » Multicultural Competency: 3 Things Christian Counselors Need to Know. Mcd.aacc.net. Retrieved 25 August 2022, from HYPERLINK "http://mcd.aacc.net/2013/10/17/multicultural-competency/" http://mcd.aacc.net/2013/10/17/multicultural-competency/.

Sharel, L. (2019). Respecting the faith of clients and counselors – Counseling Today. Counseling Today. Retrieved 25 August 2022, from HYPERLINK "https://ct.counseling.org/2019/05/respecting-the-faith-of-clients-and-counselors/" https://ct.counseling.org/2019/05/respecting-the-faith-of-clients-and-counselors/#.

Advantages of Online Shopping

Student’s name

Institutional affiliation

Advantages of Online Shopping

Introduction

According to a recent report published by the Census Bureau of the Department of Commerce, retail ecommerce sales were $211.7 for the second quarter of 2021 in the United States. Evidently, over the years, the internet has revolutionized how people conduct shopping. People nowadays prefer to shop online as opposed to the traditional method of walking into stores because of its numerous advantages. This essay delves into the advantages of online shopping, including convenience, safety and cost-effectiveness.

Online Shopping is More Convenient as it Saves Time.

One of the main advantages of online shopping is that it is more convenient and saves more time compared to conventional in-person shopping. When shopping online, all you need is access to the internet and a phone or computer. Shopping online is convenient because one does not have to travel long distances and deal with traffic to get to the store (Gupta & Chitrao, 2022). Online shopping is also convenient as one does not need to stay in line to wait for their turn to get served, pay or use the fitting room. As long as one is sure about their sizes, they can always make an order online and if the clothes do not fit, one can always have them exchanged. Moreover, shopping online is convenient because shoppers can access facilities and view all clothes that are available at once. By just scrolling on the website, customers can view clothes that are in stock all at once which is better than physical shopping where one must look through dozens of clothes before deciding what they want to purchase.

Online Shopping is More Safer

The second advantage of online shopping is that it is safer than the conventional method of in-person shopping. The emergence of the covid-19 pandemic taught people that safety should always come first. Shopping online is better as there are no interactions compared to physical shopping. One does not have to enter crowded rooms while shopping which places them at risk of contracting covid-19 and other infectious diseases. Additionally, shopping online is less strenuous compared to physical shopping. Less stress helps a person keep their mental health in shape as they do not have the worry of going out to shop (Wei & Zhang, 2018). By just making an order online, they are relieved of the stress of physical shopping. Furthermore, online shopping means that one can do shopping at any time as long as they have an internet connection and a smart device.

Online Shopping is Cheaper

The third advantage of online shopping is that it is cheaper than in-person shopping. By shopping online, one does not have to go to the store. This means it helps save on gas, which is getting expensive by the day. Also, when shopping online, one will realize that there are always discounts and product offers. Most stores incorporate offers such as buy one get one free to attract as many customers as possible. Also, shopping for clothes tends to be less expensive than when one shops in physical stores because online sellers do not have to pay rent or electricity for their stores.

Conclusion

In closing, online shopping is better than the traditional in-store shopping method. Shopping online is advantageous as it is more convenient, safer and cheaper. While the method of shopping is a personal preference, it is evident that online shopping is better than physical shopping. Moving forward, people should weigh the advantages and disadvantages of both online and in-person shopping before selecting a method that works best for them.

References

Gupta, A. N., & Chitrao, P. (2022). Effectiveness of Online Shopping Advantages of Healthy Food Products on Consumer Buying Behaviour. In Information and Communication Technology for Competitive Strategies (ICTCS 2020) (pp. 89-99). Springer, Singapore.

Wei, F., & Zhang, Q. (2018). Design and implementation of online shopping system based on B/S Model. In MATEC Web of Conferences (Vol. 246, p. 03033). EDP Sciences.

Chapter 6 Discussion Post

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Instructor Name`

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Chapter 6 Discussion Post

Robert K. Merton developed the anomie theory introduced by Emile Durkheim and it was first printed in 1938. At this time it never had a lot of impact in the society and it is described to have been a sleep theory till 1954 when it was reprinted and people got to notice it. Merton describes the gap which Durkheim had presented in a clear manner (Featherstone, & Deflem, 2003). He clearly states that the gap which exists between goals and means is the major reason for crime and this at times leads to suicide which Durkheim was investigating when he came up with the anomie theory.

Therefore Merton would simply describe crime as a result of a conventional way to achieve the goals and objectives of the individuals in the different societal strata he talks about (Cohen, 1965). When the discrepancy between goals and means such that a person is unable to attain what is needed to attain their goals the result is crime as people try to find ways to do whatever they have to do and achieve their goals.

Reference

Williams III, F.P., & McShane, M.D. (2018). Criminological theory (7th ed.). New York: Pearson.

Cohen, A. K. (1965). The sociology of the deviant act: Anomie theory and beyond. American sociological review, 5-14.Featherstone, R., & Deflem, M. (2003). Anomie and strain: Context and consequences of Merton’s two theories. Sociological inquiry, 73(4), 471-489.

Chapter 4 – Attention

Instructions: Using your textbook, complete the definitions/questions in italics, highlighted in yellow. Keep in mind it is your responsibility to learn all the information presented here – not just the parts you complete. They take the place of a traditional lecture and guide you through what you need to know for exams.

If at any point you are confused about the meaning of a question, please do not hesitate to reach out!

As you complete the definitions, keep in mind that copying directly from the textbook is not your best bet. You need to be able to apply these definitions. A good rule to remember is this – if you can’t explain a term/theory/etc., in your own words to another person, you don’t really understand it. Don’t be a copy machine – be a thinker!

For your grade on this assignment – you will separately turn in typed answers to questions indicated at the end of the assignment. Leave the question in your answers to make them easier to grade.

Videos on attention in general – https://www.youtube.com/watch?v=jrpFJcthIY0; https://www.youtube.com/watch?v=s4JBqLoY3tYSummaries of key concepts and mechanisms of attention.http://www.spring.org.uk/2009/05/attention-how-it-works-how-it-fails-and-how-to-improve-it.phpTerms from Roger’s Adventure with Attention

1.Attention – Define –

2.Selective attention– Define –

3.Distraction – Define –

4.Divided attention – Define –

5.Attentional capture – Define –

6.Visual scanning – Define –

I.Attention as Information Processing

Theories of selective attention – https://www.youtube.com/watch?v=qpsaHE_uZic; https://www.youtube.com/watch?v=TRPk-ynBOkI; https://www.youtube.com/watch?v=iQlwWheRKOs; http://www.csun.edu/~vcpsy00h/students/arousal.htmA.Broadbent’s Filter Model of Attention – Define –

1.Dichotic listening – Define –

Dichotic listening – https://www.youtube.com/watch?v=h-tQgfm2CAs2.Shadowing – Define –

3.What did dichotic listening experiments show?

4.Based on results such as these, Donald Broadbent (1958) created a model of attention designed to explain how it is possible to focus on one message and why information isn’t taken in from the other message. Explain the stages. WILL BE TURNED IN FOR A GRADE.B.Modifying Broadbent’s Model: More Early Selection Models

1.What did Mornay and other researchers find out about the processing of the unattended ear?

2.How did Treisman update Broadbent’s theory? Make sure to define all terms involved. WILL BE TURNED IN FOR A GRADE.

C.A Late Selection Model

1.Other theories were proposed to take into account the results of experiments showing that messages can be selected at a later stage of processing, based primarily on their meaning. What happened in MacKay’s experiment?

2.Late selection models of attention – Define –

II.Processing Capacity and Perceptual Load

A.Terms

1.Processing capacity – Define

2.Perceptual load – Define –

a.Low-load tasks – Define –

b.High-load tasks – Define –

B.Load Theory of Attention – Define –

Load theory – https://www.youtube.com/watch?v=vv-ysL4LioY1.How does distraction work differently for low- and high-load tasks?

2.Explain the Stroop effect. WILL BE TURNED IN FOR A GRADE.Stroop effect (SO FRUSTRATING!!!) – https://www.youtube.com/watch?v=reUic5tyVwoInteractive Stroop Effect Experiment

In this experiment, you are required to say the color of the word, not what the word says.

http://faculty.washington.edu/chudler/java/ready.htmlIII.Directing Attention by Scanning a Scene

A.Scanning a Scene with Eye Movements

1.Central vision – Define –

2.Peripheral vision – Define –

3.Fovea – Define –

4.Fixation – Define –

5.Saccadic eye movement – Define –

6.Overt attention – Define –

B.Scanning Based on Stimulus Salience

1.Stimulus salience— Define –

2.Saliency map – Define –

C.Scanning Based on Cognitive Factors –How is this different from scanning based on stimulus salience?

D.Scanning Based on Task Demands – How is this different from the other 2?

IV.Outcomes of Attention. Define covert attention –

A.Attention Improves Our Ability to Respond to a Location

1.What happened in Posner’s study? WILL BE TURNED IN FOR A GRADE.B.Attention Improves Our Ability to Respond to Objects

1.What happened in Egly’s study?

2.Same-object advantage – Define –

C.Attention Affects Perception – How?

D.Attention Affects Physiological Responding

1.Attention to Locations Increases Activity in Specific Areas of the Brain – What happens in the brain when people shift their attention to different locations while keeping their eyes stationary?

2.Attention Changes the Representation of Objects Across the Cortex

a.What happened in Cukur’s experiment?

b.Attentional warping- Define –

V.Divided Attention: Can We Attend to More than One Thing at a Time?

A.Divided Attention Can Be Achieved With Practice: Automatic Processing

1.What happened in Schneider and Shiffrin’s study? WILL BE TURNED IN FOR A GRADE.2.Automatic processing – Define –

B.Divided Attention Becomes More Difficult When Tasks Are Harder – Explain using an experience of your own.

VI.Distractions

A.Distractions by Cell Phones While Driving

1.What happened in the Strayer and Johnston study?

2.What did Strayer et al conclude?

3.What about technology that doesn’t require one to take their eyes off the road?

4.Try to craft a message that would convince drivers to not use their cell-phones or voice-activated tech while driving.

B.Distractions by the Internet

1.Experience sampling – Define –

2.How does operant conditioning lead to constantly checking your phone?

VI.What Happens When We Don’t Attend?

A.Inattentional blindness – Define –

Inattentional blindness – https://www.youtube.com/watch?v=TSsuwZvom3g1.What happened in the Simons and Chambris study?

B.Inattentional Deafness

1.Visual search – Define –

2.Inattentional deafness – Define –

Inattentional deafness – https://www.youtube.com/watch?v=9maXXjc4MwM3.How is this related to task load?

C.Change detection – Define –

1.Change blindness – Define –

Inside NOVA: Change Blindness (Time: 4:07)

Change blindness and inattentional blindness defined and explained.

https://www.youtube.com/watch?v=VkrrVozZR2c2.Why does change blindness occur?

VII. Attention and Experiencing a Coherent World – Define binding and the binding problem.

The Binding Problem (Time: 3:25)

A student presentation covering two binding problem models.http://youtu.be/HmIjIqpZmTwA.Feature Integration Theory

1.Preattentive stage – Define –

2.Focused attention stage – Define –

B.Evidence for Feature Integration Theory

1.Illusory conjunctions – Define.

Questions to Turn In – Just submit this part of the assignment to Moodle.

1.Based on results such as these, Donald Broadbent (1958) created a model of attention designed to explain how it is possible to focus on one message and why information isn’t taken in from the other message. Explain the stages. (2 points)

2.How did Treisman update Broadbent’s theory? Make sure to define all terms involved. (2 points)

3.Explain the Stroop effect. (2 points)

4.What happened in Posner’s study? (2 points)

5.What happened in Schneider and Shiffrin’s study? (2 points)

Question 1

Multi-channel marketing combines a number of promotional and distribution avenues into a unified and singular strategy as a way of attracting customers. A multi-channel approach effectively and efficiently communicates a service or product’s value by applying the unique strengths of individual marketing channels (Grewal, Levy, Mathews, Harrigan, Bucic, and Kopanidis 2020). Some of the main channels may include social media, retail storefront, display adverts, websites, and email. In the case study, Waterdrop’s moving into the multi-channel marketing strategy is beneficial in that it expands the reach of the business. The company would be able to increase its reach among its potential audience. Expanding its campaign to include more channels will allow Waterdrop to locate customers with purchasing potential that has yet to be tapped. Moving into the multi-channel market space also means that Waterdrop will see an increased engagement due to higher numbers of potential touchpoints for customers. This provides consumers with more chances of engaging with the brand and opens up new communication channels between the customer and the company (Banerjee and Bhardwaj 2019). Another main benefit is that moving into the multi-channel market space will allow Waterdrop to reach customers on their preferred marketing channel (Niessing, Baumer, and Carrick 2019). For example, some consumers interact on social media on a daily basis, and the presence of Waterdrop in such a channel will increase the chances of an interaction. It therefore follows that multi-channels are more effective for marketers because of how they create a hybrid strategy tying together campaigns from several channels. Combined channels create an opportunity for more impactful message mindful of customer journey. Lastly, the main benefit that Waterdrop can expect to rip from moving into the multi-channel market space is increasing its customer base while lowering the customer acquisition costs because targeting consumers effectively increases the chance of customer conversion.

Despite the benefits mentioned, Waterdrop must remain aware of potential pitfalls in using a multi-channel approach. First, it is likely that Waterdrop may add marketing costs because more marketing channels translate to more required resources. Additionally, communication, sales, distribution, and advertising over multiple channels instead of a single entity requires complex logistics and increased control effort. The drawback is that if these multiple channels are not homogenously presented, then potential customers may end up being confused (Gensler, Dekimpe, and Skiera 2007). Another potential pitfall is that individual sales channels exist together but are not connected regarding technology and the organization (Grewal et al. 2020). The inability to switch back and forth between the channels in the same transaction can be repulsive for some consumers and may lead to switching to a competitor with a more holistic buying experience. Finally, it would be difficult to transfer information across channels, a phenomenon that could frustrate potential customers.

The pursuit of multi-channel presence may affect marketing strategies and the consumer decision journey for Waterdrop in a number of ways. First, it would provide Waterdrop with brand consistency. For example, the presence of the brand on social media, on television, and print media, and on website ads means that consumers are able to see and interact with the brand. The effect on marketing strategies is that Waterdrop would identify which channel to focus more on due to the conversion rates and other metrics important for decision making. Another effect on the marketing strategies is the flexibility to create and make adjustments. For example, it is easier for Waterdrop to adjust from one channel to the other or to add an extra one to its mix on the basis of what works best for marketing.

Question 2

If I was Martin, I would enter the competitive market using a concentrated (niche) targeting strategy. Waterdrop has identified several segments, yet it would be impossible to serve all of them. Some of the segments are unattractive and out of line with the business strengths of Waterdrop. For example, carbonated and unhealthy beverages, though very popular with consumers, are not attractive and may be outside of Waterdrop’s strength. Other organizations such as PepsiCo and CocaCola have already occupied a significant portion of these markets (Niessing, Baumer, and Carrick 2019). Therefore, Waterdrop should target one segment, pure and healthy drinking water, using a single marketing mix. Waterdrop understands the motives and needs of the consumers in this category and has designed a specialized marketing mix to cater for these needs. Concentrating resources and catering for the needs of a narrower market segment would be more profitable for a startup organization compared to spreading its resources over a number of segments. The key points differentiation would be a healthy water-based beverage that is a close substitute to pure water and one that is tailor-made for individual customers. The packaging, sustainability of the product, different flavoring, ingredients and a lack of chemicals also apply to the key differentiation points (Niessing, Baumer, and Carrick 2019).

I would position the brand based on product characteristics. By showing the benefits or characteristics of the product as a positioning strategy, I would link the brand with special features to that resonate with the consumers. For example, the current need for a healthy drink that is a close substitute to water opens up a world of opportunities for the company to market itself as the best healthy drink. The benefit of being a healthy drink would mean more to consumers than trying to present the brand as being more important. By focusing on the product, consumers would ultimately link the befits to the brand as opposed to forcing a brand in the market (Grewal et al. 2020). Showing a product to be more important is a marketing strategy aligned to a pull promotional/marketing approach. I would use a pull strategy to create an ongoing connection with both the product and the brand. A pull strategy would be more effective in building up customer demand for a product (Katsikari, Hatzithomas, Fotiadis, and Folinas 2020). For example, advertising the water-based beverage on sports channels would increase the demand for the product amongst health-conscious consumers thus creating demand through other channels.

Question 3

This is a good product. Despite the incredibly competitive environment, it is scalable, hard to copy, uses real fruit extracts, has great user experience, and is a lifestyle brand (Niessing 2019). The single most significant barrier to Waterdrop’s diffusion will be the competition’s response to new market entrants. Waterdrop faces a problem of industry giants with large spending and endless R&D that could easily replicate their product and allocate an even larger budget for marketing activities. Organizations such as Coca Cola and PepsiCo are likely to present a problem to the welfare of Waterdrop through influencing barriers of entry such as tax and patent protections. The competition already enjoys strong brand identity and customer loyalty. It would be difficult to make an entire industry switch to the new product because the competition has already ensured that switching costs are costly. These barriers may be directly influenced by the competition or already placed in the industry to discourage new market entrants.

To overcome these barriers to entry, Waterdrop must start with minimum viable product and later iterate in response to consumer feedback. It is important for the brand to use a very disruptive pricing model and to highlight the benefits of the product in order to focus the attention of the consumers on the benefits of price and product versus the competition. By creating a focus on the product, quality, and its benefits, the consumers will be less price sensitive. Additionally, clever and viral marketing to cut marketing costs and attract new sales will be required. The company already faces a mammoth task going against PepsiCo and Coca Cola as well as other established brands. Therefore, simply out-innovating existing firms will not be enough to institute a killing of the barriers of entry. For the product to diffuse in its market, Waterdrop will have to employ a number of strategies relevant to the immediate problem. Marketing and price decisions will play a very important role in ensuring that the target market is able to realize the benefits of the new product and to embrace it.

Question 4

A customer is always willing to pay more whenever the value of a product is visibly high. Value is the perception of a product and what it is worth to them versus the possible alternatives. Worth means the feeling of getting benefits over the price paid. Value can be functional, monetary, social, and psychological (Payne, Frow, and Eggert 2017). People pay more for some products on the basis of this value. The product that is overpaid for, even where it is available for free, is essentially valued because it is easier to buy, arrives more quickly, provides convenience, contains must have features, has low cost of ownership, better customer service, and the overall value placed by the customer is very high. The definition of value must be accompanied by the way a product is presented to a market. Overall, the product and its pricing are ethical. It presents a pricing and a product that has an active market share and profits. The actions of the branding do not affect others adversely. The company only uses a superior packaging strategy to bottle its product and sell it at a premium market price. The pricing and packaging are not different from the strategy applied by luxury brands in other markets such as the perfume industry and jewelry (Grewal et al. 2020). A lot of these products are available elsewhere for virtually free. However, the pricing and packaging chosen is superior. The company invests a lot of resources in its marketing and proposition. It is justified to sell the product using a premium price.

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