Marketing MA Management and International Business Essay -- Business a

Promoting MA Management and International Business Presentation CRM is a term for methodologists, advancements and online business capacities - utilized by organizations to oversee client connections. (Foss, 2001:1) It is likewise called client the board, client care what's more, now and again client centricity or client driven administration. (Earthy colored, 2000:1) All the names and meanings of CRM have client, as its center it is the administration of client connections, which endeavors to reform promoting and reshape whole plans of action. To endure and develop the business must make a benefit. To make a benefit it needs to discover individuals who are happy to pay more for its items/administrations than they cost. In this way benefit originates from clients. All Profit originates from clients So if no profit=no business Furthermore, no customers=no benefit At that point no customers=no business Subsequently clients ARE the business The possibility of CRM isn't new-it was the manner in which the neighborhood businessperson rewarded his client he knew him, comprehended what was going on in his life, what he was getting, (coordinated advertising?) and so forth. What's happening however is that these days the retailers attempt to build up exchange with many thousands or then again even a great many clients trying to comprehend them better, their individual needs and amplify the lifetime estimation of this relationship. In this regard it isn't ‘revolution’ of advertising, however Or maybe ‘evolution’. The old model of working together is once more into activity yet furnished with innovation and various plans to come to the client and hold them forever. The four kinds of CRM programs, depicted by Stanley (2000) are planned for empowering the organization to win back clients, who have absconded or then again are wanting to, (Win Back or Save), to make dependability among clients (Retail Loyalty), to up-sell or strategically pitch administrations to these clients (Cross Sell/Up-Sell) and to prospect for new clients (Prospecting) Retail Loyalty Dedication is an inclination or mentality of gave connection and friendship; or on the other hand the demonstration of restricting oneself (mentally or inwardly) to a strategy. (http://dictionary.reference.com) In regular daily existence unwaveringness suggests passionate pledge to family and companions, devotion in marriage. It likewise proposes monogamy-one decision over all others. (Humby et.al, 2003:9) In this sense reliability is something anticipated. In any case, with regards to... ...ce a Customer, Always a Customer† Dublin: Oak Tree Press Foss, B., Stone, M., (2001) â€Å"Successful Customer Relationship Marketing† London: Kogan Page Gilbert, D., (1999) â€Å"Retail Marketing Management† Harlow: FT/Pitman Humby, C. et al., (2003) â€Å"Scoring Points† London: Kogan Page Oliver R. (1997) â€Å"Research† New York: McGraw Hill Omar, O (1999) â€Å"Retail Marketing† London:FT Management Reichheld, R. (1996) â€Å"The Quest for Loyalty† Boston: Harvard Business School Press Daley, J (2004)† Is a toaster a reasonable trade for your reliability as a shopper?† The Independent (http://proquest.umi.com) Davis, H. (2002) â€Å"Marketing is about scholarly utilization of data† Reliability Guide Jones, K (2002) â€Å"Are you abusing the capability of your client base?† Loyalty Guide http://www.at1.uk.com/Loyalty_Fundamentals.htm www.bbc.co.uk/cgi-receptacle/search/results. asda+loyalty+scheme www.foodanddrinkeurope.com/news/news- - reliability cards http://www.mori.com/surveys/2002/blacksun.shtml 2002) http://money.guardian.co.uk/(Datamonitor report by E.Ripley) www.mori.com http://news.bbc.co.uk/1/howdy/business/52056.stm Cross J. (2004) Lecture notes Southampton, University College

Catherin the great essays

Catherin the incredible articles History 120, Section 4 Russell Smith One of the most intriguing, dedicated and influential individuals to beauty the pages of history during the eighteenth century was Catherine II, Empress of Russia. Students of history have not generally been so kind to her memory, and very frequently one peruses records of her private life, disregarding her numerous accomplishments. The narratives of her relationships have been excessively misjudged and can be followed to a bunch of French scholars in the years following Catherine's passing, when Republican France was battling for its life against an alliance that included Russia. Catherine was conceived Sophia Augusta Frederika of Anhalt-Zerbst on April 21, 1729 in Stettin, at that point Germany, presently Poland. Her dad, Prince Christian Augustus of Anhalt-Zerbst, was a high-positioning official in the Prussian Army and a minor ruler among the territories in Germany. He wedded the a lot more youthful Princess Johanna of Holstein-Gottorp. A long time previously, Johanna's sibling Karl August of Holstein-Gottorp had gone to Russia to wed the Princess Elizabeth Petrovna. Anyway the Prince passed on of little pox, leaving Elizabeth heart-broken. Elizabeth's sister, Anna brought forth a child named Peter Ulrich, anyway disaster by and by struck as Anna's kicked the bucket of tuberculosis three months in the wake of bringing forth Peter. Diminish, who in the long run became Tsar Peter III, was the main enduring male descendent and the possibly beneficiary to the seat of Russia after his dad passed on. In November 1741, Elizabeth held onto the seat with the assistance of the Imperial Guards, and officially pronounced her nephew Peter beneficiary to the seat. Subside was currently 14 years of age, and it was the ideal opportunity for him to discover a lady of the hour. Elizabeth had consistently recalled the group of her dead life partner with affection, and picked Sophie as the lady of the hour to be. The Empress Elizabeth appeared to have taken a moment getting a kick out of the chance to Sophie at an early age. Sophie started to become familiar with the Russian language and ... <!

Theory of Reasoned Action Definition, Explained, Examples

Theory of Reasoned Action Definition, Explained, Examples “At the l?w??t l?v?l ?f ?x?l?n?ti?n, th?r?f?r?, ????l? ?r? said t? perform a b?h?vi?r b???u?? th?? intend t? d? so, th?? have th? r?qui?it? skills and abilities, ?nd there are n? environmental ??n?tr?int? to prevent th?m fr?m carrying ?ut th?ir intentions (i.?., they h?v? f?v?r?bl? int?nti?n? ?nd actual b?h?vi?r?l control)”. Martin Fi?hb?in, Pr?di?ting ?nd Changing B?h?vi?r: Th? Reasoned Action Approach Lik? th? N?wt?n’s Third l?w ?f motion which states that F?r every action, th?r? i? ?n ??u?l ?nd ?????it? r???ti?n, th? th??r? ?f reasoned ??ti?n (TRA) applies the same principle to human behavior and tries to predict the “reaction” of an individual to a certain “action”.The Th??r? of Reasoned Action (TRA), fir?t developed in the late 1960s by M?rtin Fishbein ?nd revised ?nd expanded by Fi?hb?in and I??k Azj?n in the d???d?? th?t followed, i? a th??r? th?t f??u??? ?n a ??r??n? int?nti?n t? b?h?v? a ??rt?in w??.An int?nti?n i? a ?l?n ?r a likelihood th?t ??m??n? will b?h?v ? in a ??rti?ul?r w?? in ????ifi? situations wh?th?r or not th?? ??tu?ll? do ??.F?r ?x?m?l?, a person who i? thinking ?b?ut ?uitting smoking int?nd? or ?l?n? t? ?uit, but may ?r may n?t ??tu?ll? f?ll?w through on th?t int?nt.To understand b?h?vi?r?l intent, which is ???n ?? th? m?in determinant ?f b?h?vi?r, th? TRA looks at a ??r??n? (?r ???ul?ti?n?) ?ttitud?? t?w?rd? th?t behavior ?? w?ll ?? the ?ubj??tiv? n?rm? ?f influential ????l? ?nd gr?u?? th?t could influ?n?? th??? ?ttitud??.Over the years the theory has helped to understand ?n individuals v?lunt?r? b?h?vi?r. The ideas found within th? th??r? ?f r????n?d action h?v? t? d? with ?n individu?l? b??i? m?tiv?ti?n t? perform ?n action.As stated earlier, TRA says that a ??r??n? intention t? ??rf?rm a behavior i? th? main predictor ?f wh?th?r ?r n?t they ??tu?ll? perform th?t b?h?vi?r. A???rding t? th? th??r?, intention to perform a ??rt?in behavior ?r???d?? the ??tu?l b?h?vi?r.Thi? intention i? known as b?h?vi?r?l intention ?nd ??m ?? ?? a result ?f a b?li?f that ??rf?rming th? behavior will lead to a ????ifi? ?ut??m?.Behavioral intention i? im??rt?nt to th? th??r? because these int?nti?n? ?r? d?t?rmin?d b? ?ttitud?? t? b?h?vi?r? and subjective norms.Th? th??r? ?f reasoned action suggests th?t stronger int?nti?n? lead t? increased effort t? ??rf?rm th? behavior, whi?h ?l?? increases the lik?lih??d f?r th? b?h?vi?r t? be ??rf?rm?d.Th? th??r? of planned b?h?vi?r ?n Extension fr?m th? th??r? ?f r????n?d ??ti?nThe th??r? ?t?t?? th?t ?ttitud? t?w?rd behavior, subjective norms, and perceived behavioral ??ntr?l, together ?h??? ?n individu?l? b?h?vi?r?l int?nti?n? and behaviors.The th??r? ?f ?l?nn?d b?h?vi?r w?? proposed by Icek Ajz?n in 1985 thr?ugh his article Fr?m intentions t? ??ti?n?: A th??r? of ?l?nn?d b?h?vi?r. The theory was d?v?l???d from th? th??r? ?f r????n?d ??ti?n, which w?? proposed b? Martin Fi?hb?in t?g?th?r with I??k Ajz?n in 1980.Th? th??r? ?f reasoned ??ti?n was in turn grounded in v?ri?u? th??ri?? ?f ?ttitud? ?u?h ?? l??rning th??ri??, expectancy-value theories, ??n?i?t?n?? th??ri?? (such as H?id?r? b?l?n?? theory, O?g??d ?nd Tannenbaums ??ngruit? th??r?, ?nd F??ting?r? dissonance th??r?) ?nd ?ttributi?n theory.A???rding t? th? th??r? ?f r????n?d ??ti?n, if ????l? evaluate th? suggested behavior ?? positive (?ttitud?), ?nd if th?? think their ?ignifi??nt ?th?r? w?nt them t? ??rf?rm th? b?h?vi?r (?ubj??tiv? n?rm), thi? r??ult? in a high?r int?nti?n (m?tiv?ti?n?) and they ?r? more likely to d? ??.A high correlation of attitudes ?nd ?ubj??tiv? norms to b?h?vi?r?l int?nti?n, and ?ub???u?ntl? t? behavior, h?? b??n confirmed in m?n? studies.A ??unt?r-?rgum?nt ?g?in?t th? high r?l?ti?n?hi? between behavioral intention ?nd ??tu?l b?h?vi?r h?? ?l?? b??n proposed, ?? th? r??ult? ?f ??m? studies ?h?w th?t because ?f ?ir?um?t?nti?l limitations, behavioral int?nti?n d??? n?t ?lw??? l??d t? ??tu?l b?h?vi?r.Namely, ?in?? b?h?vi?r?l int?nti?n ??nn?t b? th? ?x?lu?iv? d?t?rmin?nt ?f b?h?vi?r wh?r? ?n individu?l? ??ntr?l over th? behavior i? in??m?l?t?, Ajz?n introduced th? theory ?f planned behavior b? adding a n?w component, ??r??iv?d b?h?vi?r?l ??ntr?l.B? this, h? extended th? th??r? ?f r????n?d action to ??v?r non-volitional b?h?vi?r? f?r ?r?di?ting behavioral intention ?nd actual behavior.Th? m??t r???nt addition ?f a third f??t?r, ??r??iv?d behavioral control, r?f?r? t? th? d?gr?? t? which a ??r??n believes th?t they ??ntr?l ?n? given b?h?vi?r (class notes).The th??r? ?f ?l?nn?d b?h?vi?r suggests that people ?r? much m?r? lik?l? t? int?nd t? ?n??t ??rt?in behaviors wh?n th?? f??l th?t th?? ??n enact th?m successfully. Increased ??r??iv?d behavioral ??ntr?l i? a mix of tw? dimensions: ??lf-?ffi???? and controllability (170).S?lf-?ffi???? refers to the l?v?l of difficulty that i? required t? perform the b?h?vi?r, ?r ?n?? belief in th?ir own ability t? ?u????d in ??rf?rming th? b?h?vi?r.Controllability refers to the ?ut?id? f??t?r?, and ones b?li?f th?t they personall y have ??ntr?l ?v?r th? performance of the b?h?vi?r, ?r if it i? controlled b? externally, un??ntr?ll?bl? f??t?r?. If a ??r??n h?? high ??r??iv?d behavioral ??ntr?l, th?n th?? h?v? ?n increased ??nfid?n?? th?t they ?r? ????bl? ?f ??rf?rming th? ????ifi? behavior successfully.The theory h?? ?in?? been improved and renamed the reasoned action approach b? Azjen ?nd hi? ??ll??gu? M?rtin Fi?hb?in.In ??it? of the im?r?v?m?nt, it is ?ugg??t?d that TRA ?nd TPB only provides ?n account ?f the d?t?rmin?nt? ?f b?h?vi?r wh?n b?th m?tiv?ti?n ?nd ????rtunit? t? ?r????? inf?rm?ti?n ?r? high. Furth?r research d?m?n?tr?ting the casual r?l?ti?n?hi?? among th? variables in TPB ?nd ?n? expansions ?f it is ?l??rl? necessary. Th? m?d?l also m?nti?n? littl? ?b?ut the m?m?r? processA???rding to the theory of reasoned action, th? ?ttitud? ?f a ??r??n t?w?rd? a b?h?vi?r is d?t?rmin?d by his b?li?f? ?n th? consequences ?f this b?h?vi?r, multi?li?d b? his evaluation ?f th??? consequences.B?li?f? are d?fin?d by the person’s ?ubj??tiv? probability th?t ??rf?rming a ??rti?ul?r behavior will ?r?du?? specific results.Thi? model th?r?f?r? suggests th?t ?xt?rn?l ?timuli influ?n?? ?ttitud?? b? modifying the ?tru?tur? ?f the person’s beliefs.M?r??v?r, b?h?vi?r?l int?nti?n is ?l?? determined b? th? ?ubj??tiv? norms that ?r? themselves d?t?rmin?d b? the n?rm?tiv? b?li?f? ?f ?n individu?l and by his m?tiv?ti?n t? ??m?l? to the n?rm?. COMPONENTS OF THE THEORY OF R????N?D ??TI?N Theory ?f R????n?d Action fr?m Davis, Bagozzi ?t W?r?h?w (1989), pg. 984B?h?vi?r?l intention i? a function ?f both ?ttitud?? ?nd ?ubj??tiv? n?rm? t?w?rd that behavior.H?w?v?r, the ?ttitud?? ?nd subjective n?rm? ?r? unlik?l? t? be w?ight?d ??u?ll? in predicting b?h?vi?r. D???nding on th? individu?l ?nd ?itu?ti?n, these f??t?r? might h?v? diff?r?nt impacts on behavioral intention, thu? a weight is ?????i?t?d with ???h of th??? factors.A few studies h?v? shown th?t dir??t prior ?x??ri?n?? with a ??rt?in ??tivit? results in an in?r????d weight ?n th? ?ttitud? component ?f th? behavior intention fun?ti?n.Th? th??r? ?l?? ?l?im? th?t ?ll ?th?r f??t?r? which influence th? b?h?vi?r ?nl? do so in ?n indir??t w?? b? influ?n?ing th? ?ttitud? or subjective n?rm?. Fishbein ?nd Ajz?n (1975) refer t? th??? factors ?? b?ing ?xt?rn?l variables. Th??? v?ri?bl?? ??n be f?r example, th? characteristics ?f th? t??k?, of th? int?rf??? or of the user, th? t??? ?f d?v?l??m?nt im?l?m?nt?ti?n, th? ??liti??l in flu?n???, th? ?rg?niz?ti?n?l ?tru?tur?, etc. (D?vi?, B?g?zzi and Warshaw, in 1989). A m?t?-?n?l??i? ?n th? application of the theory ?f r????n?d action showed th?t th? m?d?l ??n ?r?du?? g??d ?r?di?ti?n? ?f ?h?i??? made b? an individu?l when f??ing ??v?r?l ?lt?rn?tiv?? (Sheppard, Hartwick, ?nd Warshaw, in 1988).F?rmul?In it? ?im?l??t form, th? TRA can b? ?x?r????d as th? following equation:B?h?vi?r?l Int?nti?n = Attitude + Subj??tiv? n?rm?BI = (AB)W1 + (SN)W2Where the ??m??n?nt? whi?h ??n?tru?t th??r? ?f r????n?d action ?r?:BI = behavioral int?nti?n(AB) = ?n?? attitude t?w?rd performing th? b?h?vi?rW = ?m?iri??ll? derived w?ight?(SN) = ?n?? subjective n?rm related t? performing th? b?h?vi?rS?ur??: H?l?, Jerold; H?u??h?ld?r, Bri?n; Gr??n?, K?thr?n (2002). The Theory ?f Reasoned Action. The ??r?u??i?n h?ndb??k: D?v?l??m?nt? in th??r? and ?r??ti??.KEY COMPONENTS OF THE THEORY OF REASONED ACTIONB?h?vi?r?l int?nti?nBehavioral intention (BI) i? d?fin?d as a ??r??n? perceived likelihood ?r ?ubj??tiv? ?r?b?bilit? th?t h? or ?h? will ?ng?g? in a giv?n b?h?vi?r (C?mmitt?? ?n C?mmuni??ti?n f?r B?h?vi?r Ch?ng? in th? 21?t C?ntur?, 2002, ?. 31).It i? an indication ?f ?n individu?l? r??din??? t? ??rf?rm a given b?h?vi?r. It i? assumed t? b? ?n imm?di?t? antecedent of b?h?vi?r. It i? based ?n attitude t?w?rd the b?h?vi?r, subjective n?rm, ?nd ??r??iv?d b?h?vi?r?l ??ntr?l, with ???h ?r?di?t?r weighted f?r its im??rt?n?? in r?l?ti?n to th? behavior ?nd population ?f int?r??t.BI i? behavior-specific and ???r?ti?n?liz?d by direct ?u??ti?n? ?u?h as I intend t? (b?h?vi?r), with Likert ???l? r????n?? ?h?i??? to m???ur? relative ?tr?ngth ?f int?nti?n. Int?nti?n has been r??r???nt?d in m???ur?m?nt b? ?th?r ??n?n?m? (?.g., I plan t? (b?h?vi?r)) and i? distinct fr?m similar ??n???t? such ?? desire and ??lf-?r?di?ti?n (Armitage C?nn?r, 2001). Ajzen (1991) ?rgu?d th?t BI r?fl??t? how hard a ??r??n i? willing t? tr?, ?nd how motivated h? ?r ?h? is, to ??rf?rm the behaviorEx?m?l?: J?n? is a kind of t?lk?tiv? person; ?h? tries h?rd t? k??? h?r mouth ?hut. Sh? t?lk?d a lot and never k??t a secret ?? ????l? b?g?n t? ??ll h?r BBC n?tw?rk. Once she ??m? t? know ?b?ut h?r ni?k name ?nd got ?? depressed. Sh? didn’t w?nt to b? ??ll?d like that ?nd f?r th?t ?h? tri?d t? keep her mouth ?hut and t?lk?d t? ?th?r? ?nl? wh?n it is needed. Here J?n? int?nt t? behave in another way which was formed b? h?r attitude ?nd ?ubj??tiv? n?rm?.B?h?vi?rAn individu?l? ?b??rv?bl? response in a giv?n ?itu?ti?n with r?????t t? a giv?n target. Ajz?n ??id a b?h?vi?r i? a function ?f ??m??tibl? int?nti?n? and ??r???ti?n? ?f b?h?vi?r?l ??ntr?l in th?t ??r??iv?d b?h?vi?r?l control i? ?x???t?d t? m?d?r?t? th? ?ff??t ?f int?nti?n ?n b?h?vi?r, such th?t a f?v?r?bl? int?nti?n produces the b?h?vi?r ?nl? when ??r??iv?d b?h?vi?r?l ??ntr?l i? strong.Attitud?It is d?fin?d as th? d?gr?? to whi?h a ??r??n ??r??iv?? th? behavior b???d ?n favorable ?r unf?v?r?bl? ??????m?nt of the b?h?vi?r (Ajz?n, 1991; Ajz?n ?t ?l., 2004). It ?nt?il? a consideration of th? ?ut??m?? ?f ??rf?rming th? behavior.Example: Students have th?ir ?ttitud?? t?w?rd? th? ?x?m?. Th?ir performance in th? exams has optimum dependency u??n th? attitude ?f them towards th? exams. Or th? ?r?bl?m ??lving ?bilit? of th? ????l? depend ?n their ?ttitud?? t?w?rd? the problem.N?rm?tiv? beliefAn individu?l? ??r???ti?n of ???i?l normative ?r???ur??, ?r r?l?v?nt others beliefs th?t h? ?r ?h? should or should n?t perform ?u?h b?h?vi?r.One could say n?rm?tiv? b?li?f? ?r? individu?l? b?li?f? ?b?ut th? extent t? which ?th?r ????l? wh? ?r? im??rt?nt t? th?m think th?? ?h?uld or ?h?uld n?t ??rf?rm ??rti?ul?r b?h?vi?r?. In g?n?r?l, researchers who m???ur? normative beliefs ?l?? measure m?tiv?ti?n? to ??m?l?-h?w mu?h individuals wi?h to b?h?v? ??n?i?t?ntl? with th? ?r???ri?ti?n? of important others.E??h n?rm?tiv? b?li?f ?b?ut ?n im??rt?nt ?th?r is multiplied by th? ??r??n? m?tiv?ti?n t? ??m?l? with th?t important other and th? products ?r? ?umm?d across all ?f th? ??r??n? im??rt?nt ?th?r? t? r??ult in a g?n?r?l m???ur? th?t ?r?di?t? ?ubj??tiv? normsSubjective n?rmThe perceived ???i?l ?r???ur? to ??rf?rm ?r not t? perform the behavior in ?u??ti?n (Ajz?n, 1991, ?. 188)  Opinion about wh?t im??rt?nt ?th?r? b?li?v? the individu?l ?h?uld d? (Finl??, Tr?fim?w, M?r?i, 1999, p. 2015)Subjective n?rm is an individu?l? ??r???ti?n ?b?ut the ??rti?ul?r behavior, whi?h i? influ?n??d b? the judgment of ?ignifi??nt ?th?r? (?.g., parents, spouse, fri?nd?, t???h?r?, society, economy, ??liti??, d?m?gr??hi? factors ?t?.).Ex?m?l?: P?t’? ??r?nt? d?n’t lik? w?t?hing TV, they believes th?t it kills the br?in tissues. In Pat’s class everybody watches TV ?nd th?? t?lk a l?t about th? m?vi?? ?nd ?th?r TV ?h?w?. Here Pat’s ‘subjective norms’ towards TV may d???nd upon the h?w he i? b?ing influenced ?nd wh? makes a d????r im?r???i?n in his mind.CRITICAL ANALYSIS OF THE THEORY OF REASONED ACTIONThe theory of reasoned ??ti?n th??ri?t? noted th?t th?r? are three conditions th?t ??n affect th? r?l?ti?n?hi? b?tw??n b?h?vi?r?l intention ?nd b?h?vi?r. The fir?t ??nditi?n i? th?t th? m???ur? ?f int?nti?n mu?t ??rr????nd with r?????t t? their l?v?l? ?f ????ifi?it?. This m??n? th?t t? ?r?di?t a specific b?h?vi?r, th? behavioral intention must b? ??u?ll? ????ifi?. Th? ????nd ??nditi?n i? th?t th?r? must be stability ?f int?nti?n? b?tw??n tim? ?f measurement ?nd performance of behavior.The intention must r?m?in th? same b?tw??n th? tim? that it i? given ?nd th? tim? th?t the b?h?vi?r is performed. Th? third condition is th? degree t? whi?h ??rr?ing ?ut th? int?nti?n is under th? v?liti?n?l ??ntr?l of th? individu?l.Th? individu?l always h?? th? ??ntr?l of wh?th?r ?r not to perform th? behavior. Th??? conditions have t? d? with the tr?n?iti?n from v?rb?l responses t? ??tu?l b?h?vi?rAccording t? Fi?hb?in? ?nd Ajzens ?rigin?l (1967) f?rmul?ti?n ?f TRA, a behavioral int?nti?n m???ur? will predict the performance of ?n? v?lunt? r? ??t, unl??? int?nt changes ?ri?r t? ??rf?rm?n?? or unl??? th? int?nti?n m???ur? d??? n?t ??rr????nd t? the b?h?vi?r?l ?rit?ri?n in t?rm? of action, t?rg?t, ??nt?xt, time-frame ?nd/?r ????ifi?it?.Th? m?d?l of TRA h?? been challenged by ?tudi?? d?t?rmin?d to ?x?min? it? limit?ti?n ?nd in?d??u???.Th? m?j?r ?r?bl?m ?f theory of r????n?d ??ti?n is ??int?d ?ut to b? the ignorance of th? ??nn??ti?n? between individu?l?, both th? int?r??r??n?l ?nd ???i?l r?l?ti?n? in which they ??t, ?nd th? br??d?r social ?tru?tur?? whi?h govern ???i?l ?r??ti??.Alth?ugh th??r? ?f r????n?d ??ti?n r???gniz?? th? importance of social n?rm?, ?tr?t?gi?? ?r? limit?d to a ??n?id?r?ti?n ?f individual perceptions of th??? ???i?l phenomena. Individu?l? b?li?f, attitudes ?nd und?r?t?nding? ?r? ??n?titut?d activity, therefore the distinction ?f the tw? factors i? ?mbigu?u?.Furth?rm?r?, ???i?l ?h?ng? may be g?n?r?ti?n?l r?th?r th?n th? ?um of individual change. Th??r? of reasoned action f?il? t? ???tur? th? ???i?l ?r ??????? ?f change ?nd the ???i?l n?tur? of th? ?h?ng? it??lf: a model in whi?h ????l? ??ll??tiv?l? ???r??ri?t? ?nd ??n?tru?t n?w m??ning? and ?r??ti??.Additi?n?ll?, th? habituation ?f ???t b?h?vi?r also tends t? r?du?? th? im???t that int?nti?n h?? ?n b?h?vi?r ?? th? habit in?r?????.Gr?du?ll?, the performance ?f the b?h?vi?r becomes less ?f a rational, initi?tiv? b?h?vi?r and more of a learned response. In ?dditi?n, int?nti?n ?????r? t? have a direct ?ff??t ?n b?h?vi?r in the short t?rm ?nl?. B??id??, the analysis ?f th? ??n???tu?l b??i? ?l?? raises ??n??rn?. It is ?riti?iz?d that th? m?d?l d??? not ?n?bl? th? generation ?f hypothesis because ?f their ?mbiguit?.The model f??u??? ?n ?n?l?ti? truth r?th?r th?n ??nth?ti? ?n?, th?r?f?r? th? ??n?lu?i?n? resulting fr?m those ???li??ti?n? ?r? ?ft?n tru? by d?finiti?n r?th?r than by ?b??rv?ti?n whi?h m?k?? th? model unfalsifiable.Th? strengths ?f ?ttitud?? t?w?rd a behavior (???i?l/??r??n?l) ?nd ?ubj??tiv? n?rm? ?l?? v?r? ?r???-?ultur?ll? w hil? th? ?r????? b? whi?h the behavior engaged r?m?in? th? ??m?.An example of this is shown in a ?r???-?ultur?l study ?n fast f??d choices, wh?r? ????l? fr?m W??t?rn ?ultur?? were found t? b? m?r? influ?n??d by their ?ri?r ?h?i?? ?f r??t?ur?nt th?n ????l? fr?m E??t?rn cultures. This w?uld suggest that ????l? from diff?r?nt ?ultur?? w?ight ?ubj??tiv? norms ?nd ?xi?ting attitudes diff?r?ntl?. A ?l???r ?x?min?ti?n ?f th? ?r???-?ultur?l ??mmuni??ti?n ?r????? will b?n?fit ?nd complete th? und?r?t?nding ?f th??r? ?f r????n?d ??ti?n.So th? distinction b?tw??n a g??l int?nti?n ?nd a b?h?vi?r?l int?nti?n concerns th? ????bilit? to achieve ones int?nti?n, which inv?lv?? multi?l? v?ri?bl?? thus creating gr??t uncertainty. Azj?n ??kn?wl?dg?d that some b?h?vi?r? are more lik?l? t? ?r???nt problems ?f ??ntr?l? th?n ?th?r?, but we can n?v?r b? ?b??lut?l? ??rt?in th?t w? will b? in a ???iti?n t? ??rr? ?ut ?ur intentions.Viewed in this light it b???m?? clear that strictly speaking ?v?r? intention i? a g??l whose ?tt?inm?nt is ?ubj??t t? ??m? degree ?f uncertainty. Alth?ugh this th??r? h?? ?u?????full? ?r?di?t?d a wide r?ng? ?f behaviors, ????l? d? n?t always d? wh?t th?? say they int?nd t? do (i.?. there i? a w??k relationship b?tw??n ?ttitud?? and b?h?vi?r).In addition, thi? th??r? does not take into ????unt ???t b?h?vi?r (?ft?n a g??d ?r?di?t?r ?f futur? behavior), ?r take int? ????unt the irrational d??i?i?n? ????l? ??m?tim?? make.APPLICATIONS OF THE THEORYOv?r th? years th? th??r? of r????n?d ??ti?n h?? been u??d in many studies ?? a framework f?r examining ????ifi? kind? ?f b?h?vi?r ?u?h ?? ??mmuni??ti?n b?h?vi?r, ??n?um?r b?h?vi?r ?nd health b?h?vi?r.Many r????r?h?r? use th? th??r? t? study b?h?vi?r? th?t ?r? ?????i?t?d with high risks ?nd d?ng?r, ?? well as deviant behavior. In ??ntr??t, ??m? research h?? ???li?d th? theory t? more normative and r?ti?n?l t???? ?f action.Researchers D?vi??, F?x?ll, ?nd Pallister ?ugg??t th?t the theory ?f r????n?d ??ti?n can be tested if b?h?vi?r i? m???ur?d objectively without drawing a ??nn??ti?n t? prior int?nti?n.M??t ?tudi??, h?w?v?r, l??k ?t int?nti?n b???u?? ?f it? ??ntr?l r?l? in the th??r?In C?mmuni??ti?nC?ll?g? fraternity ?nd ??r?rit? hazingThe th??r? of reasoned ??ti?n h?? been ???li?d t? th? study ?f whi?tl?-bl?wing intentions ?nd hazing in college ?rg?niz?ti?n?, ????ifi??ll? fraternities ?nd ??r?riti??. Hazing is und?r?t??d to b? ?n? ??tivit? ?x???t?d ?f ??m??n? th?t j?in? a gr?u?, whi?h humili?t??, d?gr?d??, ?bu??? ?r ?nd?ng?r? its victims.In th? Unit?d St?t??, there have been a v?ri?t? ?f h?zing in?id?nt? th?t h?v? r??ult?d in d??th ?nd harm of students on several college campuses. Whi?tl?-bl?wing inv?lv?? ?n individu?l with ??m? level ?f unique ?r inside kn?wl?dg? u?ing public communication t? bring ?tt?nti?n t? ??m? perceived wr?ngd?ing ?r ?r?bl?m.Whi?tl?-bl?wing i? ?ignifi??nt t? this issue b???u?? individuals wh? are ?w?r? ?f h?zing in?id?nt? ??n ??m? f?rw?rd t? univ?r?it? ?ffi?i?l? ?nd make th? occurrence ?f hazing kn?wn.In their ?tud?, Ri?h?rd??n ?t al. ??t ?ut to study whi?tl?-bl?wing by u?ing the theory of r????n?d action as a fr?m?w?rk t? ?r?di?t wh?th?r or n?t individu?l? will ??m? f?rw?rd ?b?ut report h?zing in?id?nt?.Their ?tud? served t? examine whether th? r?l?ti?n?hi?? suggested b? th? TRA model r?m?in true in predicting whi?tl? blowing int?nti?n?, ?nd if these r?l?ti?n?hi?? w?uld ?h?ng? d???nding ?n the ??v?rit? ?f th? hazing in?id?nt.Ri?h?rd??n et al. ?urv???d a sample ?f 259 students from Gr??k organizations at university in the Southwestern United St?t??. Th? ?urv?? ?u??ti?n? measured the diff?r?nt ?????t? ?f th? TRA model: b?h?vi?r?l b?li?f?, ?ut??m? ?v?lu?ti?n?, attitude t?w?rd th? behavior, n?rm?tiv? b?li?f?, m?tiv?ti?n t? ??m?l?, ?ubj??tiv? norms, and the consequence ?nd?g?n?u? v?ri?bl?.Th? ?u??ti?n? ??k?d respondents t? r?t? th?ir r????n??? on v?ri?u? 7 ??int ???l??. P?rti?i??nt? in th? ?tud? responded t? ?n? of thr?? scenarios, varying in l?v?l ?f sever ity, describing a h?zing ?itu?ti?n ???urring in th?ir fr?t?rnit? ?r ??r?rit?.In line with the theory, the r????r?h?r? w?nt?d t? id?ntif? if ?ttitud?? held ?b?ut h?zing, dangerous activity, ?nd gr?u? affiliation, ?l?ng with subjective n?rm? about whi?tl?-bl?wing (reactions b? others, ??n???u?n??? ?f reporting th? ??ti?n, i??l?ti?n fr?m th? gr?u?) w?uld influence wh?th?r ?r n?t ?n individu?l w?uld g? thr?ugh with r???rting a h?zing in?id?nt.Th? r??ult? of the study f?und th?t individu?l? w?r? more lik?l? t? report, ?r whi?tl?-bl?w, ?n h?zing in?id?nt? th?t w?r? m?r? ??v?r? or h?rmful t? individu?l?.Simultaneously, individu?l? w?r? ?l?? ??n??rn?d ?b?ut th? ??r???ti?n? of ?th?r? ?ttitud?? t?w?rd? th?m and th? ??n???u?n??? th?? m?? f??? if th?? r???rt?d hazing in?id?nt?.Kn?wl?dg? sharing in companiesTRA i? used t? ?x?min? th? ??mmuni??ti?n b?h?vi?r in corporations. On? ?f the b?h?vi?r? TRA h?l??d characterize is knowledge ?h?ring (KS) in ??m??ni??.In th? study conducted b? H?, H?u, ?nd O h, they ?r?????d two models to ??n?tru?t KS ?r????? by introducing TRA ?nd game th??r? (GT). One m?d?l ???tur?? ??r??n?l psychological f??ling? (?ttitud?? and ?ubj??tiv? n?rm?), th? ?th?r model n?t only captures ??r??n?l feelings but ?l?? t?k?? ?th?r peoples decisions into ??n?id?r?ti?n.By ??m??ring th? two models, r????r?h?r? f?und th?t th? m?d?l based ?n TRA h?? a high?r predictive ???ur??? than th? m?d?l b???d ?n TRA and GT. Th?? ??n?lud?d th?t ?m?l????? have a high ?r?b?bilit? of n?t ?n?l?zing th? decisions of ?th?r?, ?nd wh?th?r t?king ?th?r colleagues d??i?i?n into ????unt h?? a gr??t impact on ????l?? KS behavioral int?nti?n.It is indi??t?d th?t th? m?r? indirect d??i?i?n-m?k?r? there ?r? in ?rg?niz?ti?n?, th? l??? ?ff??tiv? is KS. To ?n??ur?g? KS, ??m??n? m?n?g?r? ?h?uld ?v?id in?luding indir??t d??i?i?n-m?k?r? in the ?r?j??t?.C?n?um?r b?h?vi?rUse of R?n?w?bl? energyTRA h?? ?l?? b??n u??d to ?tud? consumer ?ttitud?? towards renewable energy. In 2000, B?ng, et. al f?und that ????l? who ??r?d ?b?ut ?nvir?nm?nt?l i??u?? like ??lluti?n w?r? m?r? willing t? ???nd more f?r renewable ?n?rg?.Simil?rl?, a 2008 ?tud? ?f Swedish consumers b? H?n?l? ?t. ?l showed th?t th??? who with a ???itiv? view ?f renewable ?n?rg? were more willing to spend m?n?? ?n ?u?t?in?bl? ?n?rg? for th?ir h?m??.Th??? ?tudi?? ?r? ?vid?n?? th?t th? emotional response ????l? have t?w?rd? a t??i? ?ff??t? their ?ttitud?, whi?h in turn affects their b?h?vi?r?l int?nt. These ?tudi?? ?l?? ?r?vid? examples f?r h?w th? TRA is used t? m?rk?t g??d? th?t might n?t m?k? the m??t sense fr?m a ?tri?tl? economic ??r????tiv?.Th? u?? ?f C?u??nC?u??n u??g? has ?l?? been ?tudi?d thr?ugh th? theory ?f reasoned action fr?m?w?rk b? r????r?h?r? interested in consumer ?nd m?rk?t?r b?h?vi?r.In 1984, Terence Shimp ?nd Ali??n K?v?? applied thi? th??r? t? coupon u??g? b?h?vi?r, with th? r????r?h premise that coupon u??g? is r?ti?n?l, ???t?m?ti?, ?nd th?ughtful b?h?vi?r in ??ntr??t with ?th?r ???li??ti?n? ?f the theor y t? m?r? d?ng?r?u? types ?f b?h?vi?r.The th??r? of reasoned action serves ?? a u??ful model because it ??n h?l? examine whether ??n?um?r? int?nti?n? t? u?? ??u??n? are determined b? their ?ttitud?? and ??r???ti?n? ?f wh?th?r im??rt?nt others think ?n? ?h?uld ?r ?h?uld n?t expend th? effort t? ?li?, save, ?nd u?? ??u??n?.Th? ??n?um?r? b?h?vi?r int?nti?n? are influenced b? their ??r??n?l b?li?f? ?b?ut ??u??n u??g?, m??ning wh?th?r or not th?? think ??ving m?n?? is important and are willing to ???nd th? time ?li??ing ??u??n?.These potential b?li?f? ?l?? influenced th? coupon u??r? th?ught? ?b?ut wh?t ?th?r? think ?b?ut th?ir u??g? ?f ??u??n?.Together, the coupon user will use th?ir ?wn beliefs ?nd th? ??ini?n? ?f ?th?r? to f?rm ?n ?v?r?ll attitude t?w?rd? coupon u??g?. T? ???r???h this study, Shim? ?nd Ali??n surveyed 770 h?u??h?ld? and m???ur?d th? aspects of th? TRA m?d?l in terms of th? participants r????n???.The received r????n??? indi??t?d th?t ??n?um?r? n?rm? are ??rti?ll? deter mined b? th?ir ??r??n?l b?li?f? toward ??u??n u??g?, and to an even gr??t?r ?xt?nd, that attitudes ?r? influenced b? internalizations ?f ?th?r? b?li?f?.Positive ?ttitud?? t?w?rd? this b?h?vi?r ?r? influ?n??d b? ?n individu?l? ??r???ti?n? th?t th?ir ??rtn?r? will b? satisfied b? their tim? ???nt ?nd ?ff?rt? made to save m?n??.Br?nd loyaltyTRA has been applied t? r?d?fin? brand loyalty. According t? th? th??r? ?f r????n?d ??ti?n, th? antecedents ?f ?ur?h??? behaviour ?r? ?ttitud?? t?w?rd? th? purchase ?nd subjective norm.In 1998, Ha ??ndu?t?d a ?tud? t? investigate th? r?l?ti?n?hi?? ?m?ng ??v?r?l ?nt???d?nt? of unit brand l???lt? (UBL) b? intr?du?ing TRA. C?n?um?r? ?r? brand loyal wh?n both ?ttitud? ?nd b?h?vi?r are favorable. In his study, H? developed a t?bl? indicating 8 ??mbin?ti?n? ?f ?u?t?m?r? br?nd l???lt? based on th?ir l???lt? ?n 3 variables â€" ?ttitud? t?w?rd? th? b?h?vi?r, ?ubj??tiv? norm, ?nd ?ur?h??? b?h?vi?r i? l???l.A???rding t? Ha, m?rk?ting managers ?h?uld n?t b? di? ??ur?g?d b? a t?m??r?r? di?l???lt? and n??d to ?triv? f?r grabbing br?nd loyalty when ?u?t?m?r? ?r? ?h?wing loyalty to two ?f th? thr?? v?ri?bl??, but they need to r?di?gn??? th?ir ?u?t?m?r? br?nd l???lt? wh?n customers are ?h?wing loyalty t? only one ?f th?m.The m?in focus ?h?uld be ??int?d ?t ?ith?r ?nh?n?ing th? consumers ?ttitud? toward th?ir br?nd or ?dju?ting th?ir br?nd t? th? ???i?l n?rm?In H??lth behaviorEx?r?i??The ?ubli? health community, int?r??t?d in reducing ri?ing obesity rates, has used TRA to ?tud? ????l?? ?x?r?i?? b?h?vi?r.A 1981 ?tud? b? Bentler and S???k?rt r?v??l?d th?t int?nt to ?x?r?i?? was d?t?rmin?d b? a persons ?ttitud? t?w?rd ?x?r?i??, ?? ?r?di?t?d b? TRA.In a broader lit?r?tur? r?vi?w ?n the ?tud? of ?x?r?i?? u?ing TRA ?nd TPB, it w?? d?t?rmin?d th?t b?h?vi?r?l int?nt t? ?x?r?i?? is b?tt?r fr?m?d by TRA than TPB b???u?? ??r??iv?d b?h?vi?r?l ??ntr?l did n?t have a ?ignifi??nt ?ff??t on th? int?nt to ?x?r?i??.P?di?tri?i?n?, parents ?nd HPV vaccinationsA 201 1 study examining pediatricians behaviors ?urr?unding th? Human P??ill?m?viru? (HPV) v???in? f?und that TRA ?r?di?t?d the pediatricians would ?n??ur?g? ??r?nt? t? g?t th?ir daughters vaccinated.Roberto, Kri?g?r, K?tz, G??i, ?nd J?in discovered that the norms surrounding this t??i? were more important in ?r?di?ting behavior th?n ??r??iv?d behavioral ??ntr?l.S?xu?l ??ndu?t in high school ??ung l?di??In 2011, W.M. D??w?ll, Br?xt?r, Cha, and Kim examined ??xu?l b?h?vi?r in African Am?ri??n teenage girl? ?nd ???li?d the th??r? ?? a fr?m?w?rk f?r und?r?t?nding thi? b?h?vi?r.The th??r? ?f reasoned action can explain th??? b?h?vi?r? in that t??n? b?h?vi?r?l intentions t? ?ng?g? in ??rl? ??xu?l b?h?vi?r ?r? influ?n??d b? th?ir pre-existing ?ttitud?? ?nd ?ubj??tiv? n?rm? ?f th?ir ???r?. Attitud?? in this ??nt?xt are favorable ?r unf?v?r?bl? di????iti?n? towards t??n?g? ??xu?l b?h?vi?r.Subjective n?rm? ?r? the ??r??iv?d ???i?l pressure t??n?g?r? f??l from th?ir fri?nd?, ?l???m?t??, ?nd other ? ??r groups t? ?ng?g? in sexual b?h?vi?r.A? a fr?m?w?rk, the TRA ?ugg??t? th?t ?d?l????nt? will participate in ??rl? b?h?vi?r because of th?ir ?wn ?ttitud?? t?w?rd? the behavior and the ?ubj??tiv? n?rm? of their peers. In thi? case, intention is th? willful ?l?n t? ??rf?rm early sexual b?h?vi?r.Findings fr?m th? ?tud?nt ?h?w?d th?t the TRA w?? ?u???rtiv? in ?r?di?ting early sexual b?h?vi?r ?m?ng African Am?ri??n t??n?g? girl?.Attitud?? towards ??x ?nd subjective n?rm? b?th ??rr?l?t?d with int?nti?n? t? ??rti?i??t? in ??rl? ??xu?l behavior in th? ?tud?? sample.We ??n ???l? Theory Of Reasoned Action  t? thi? ?itu?ti?n and use it t? ?ur ?dv?nt?g?:(Adolescents’’) Attitud?:Curi??it? ?b?ut ??xD??ir? t? engage in ??x(Subj??tiv? N?rm):Parents d?n’t f??l comfortable di??u??ing sex openly (H?u?t?n, 2009)Ad?l????nt?’ perceive this ?? a ??nd?mn?ti?n of sexSin?? ??r?nt? d?n’t bring u? sex openly with t??n?g?r?, t??n?g?r? feel un??mf?rt?bl? bringing u? th? t??i?(Behavioral Int?nti?n):Ad? l????nt? ?ng?g? in ??x du? t? ?uri??it?, hormones, ?nd m?di? pressure but, they feel un??mf?rt?bl? discussing th?ir ??xu?l activity with ??r?nt? (Houston, 2009)Thi? ??uld l??d t? un??f? ??xParents ?r? ?l?? ?ft?n left un?w?r? ?b?ut their ?hild’? sexual activityB???u?? n? ?n? t?lk? ???nl? about ??x with th?m, ?d?l????nt? f??l as th?ugh sex is somewhat tabooMay thu? b? reluctant t? buy ??nd?m? or ?th?r ??ntr????tiv??Wh?t C?n B? D?n?:Th?r? i? clearly a problem regarding t??n?g?r? ?nd ??f?, inf?rm?d sex, ?nd the r??t ?f thi? problem ??n b? tr???d t? sexual ?du??ti?n. In ?rd?r t? promote a h??lthi?r r?l?ti?n?hi? with ??x, h??lth ?du??t?r? need to f??u? ?n d?v?l??ing ?r?gr?m? that ?h?w t??n?g?r? th?t ??xâ€"?nd ??f? sexâ€"is n?thing t? b? ?mb?rr????d ?b?ut.These ?r?gr?m? ??rh???, ?h?uld include pamphlets d??ign?d for ??r?nt? th?t teenagers n??d t? ?h?w t? (and have ?ign?d by) parents th?t remind them that ???nl?, and comfortably, di??u??ing ??x with th?ir t??n?g?r? i? m?r? b?n?fi?i?l th?n hurtful t? th?m.Providing ?n ?nvir?nm?nt wh?r? t??n?g?r? ??n openly talk ?b?ut sex â€"wh?th?r it b? that th?? are considering becoming ??xu?ll? ??tiv?, ??ntr????tiv? ??ti?n?, ?r ?th?r ??xu?ll? r?l?t?d questionsâ€" with th?ir parents will lead to a h??lthi?r ?ttitud? toward ??x, ?nd thu?, ??f?r ??x.Besides th? pamphlets f?r ??r?nt?, th? program f?r ??xu?l education d??ign?d b? h??lth ?du??t?r? should (?bvi?u?l?) t???h t??n?g?r? about ??f? ??x, but in such a way th?t d??? n?t im?l? th?t sex is ??m? ??rt ?f taboo act th?t should n?t b? ?ng?g?d in ?r?f?r?bl?.It has ??tu?ll? b??n f?und th?t in ??untri?? like th? N?th?rl?nd?, where t??n?g?r? ?r? t?ught ??xu?l ?du??ti?n in a more open m?nn?r ?nd ??r?nt? feel ??mf?rt?bl? discussing sex with th?ir ?hildr?n, t??n?g?r? h?d a h??lthi?r relationship with sex (H?u?t?n, 2009). With th??? ?h?ng?? the Theory of Reasoned Action  m?d?l ??uld thu? ?h?ng? t? thi?:(Ad?l????nt?’’) Attitude:Curiosity ?b?ut sexD??ir? t? engage in ??xAn int?r??t in ??x i? n?tur?l, ?nd nothing t? be ?mb?rr????d aboutThi? ??n b? ??hi?v?d thr?ugh m?r? open ??xu?l education programs(Subj??tiv? N?rm):P?r?nt? feel comfortable discussing ??x openlySince ??r?nt? can bring u? ??x openly with t??n?g?r?, t??n?g?r? feel ??mf?rt?bl? di??u??ing ??x(B?h?vi?r?l Int?nti?n):Adolescents ?ng?g? in ??x du? t? curiosity, h?rm?n??, ?nd media pressure and f??l comfortable discussing th?ir ??xu?l activity with parentsThi? ??n l??d to ??f?r ??xP?r?nt? will b? m?r? inf?rm?d of sexual activityCan bu? ??nd?m? other ??ntr????tiv?? without f??ling ?h?m? ?r ?mb?rr???m?ntC?nd?m u??TRA h?? been fr??u?ntl? used as a fr?m?w?rk ?nd predictive m??h?ni?m of applied r????r?h ?n ??xu?l b?h?vi?r, especially in ?r?v?nti?n ?f ??xu?ll? tr?n?mitt?d di????? such ?? HIV.In 2001, Alb?rr??ín, J?hn??n, Fi?hb?in, ?nd Mu?ll?rl?il? ???li?d th??r? ?f reasoned ??ti?n (TRA) and th??r? ?f ?l?nn?d b?h?vi?r (TPB) int? ?tud?ing h?w well th? th??ri?? predict ??nd?m use.T? b? consistent with TRA, the ?uth?r ? ??nth??iz?d 96 data ??t? (N = 22,594), ?nd ?????i?t? ?v?r? ??m??n?nt in ??nd?m u?? with certain w?ight. Their study indicates th?t th? th??ri?? of r????n?d ??ti?n and ?l?nn?d b?h?vi?r are highly ?u?????ful ?r?di?t?r? of ??nd?m u??.A???rding to th?ir discussion, ????l? ?r? more likely to use ??nd?m? if th?? h?v? ?r?vi?u?l? f?rm?d the ??rr????nding int?nti?n?. Th??? int?nti?n? t? use condoms ?????r to d?riv? fr?m ?ttitud??, subjective n?rm?, and perceived behavioral ??ntr?l.Th??? ?ttitud?? ?nd n?rm?, in turn, appear t? derive fr?m ?ut??m? ?nd n?rm?tiv? b?li?f?. Nevertheless, wh?th?r b?h?vi?r w?? ???????d r?tr?????tiv?l? ?r ?r?????tiv?l? was ?n important m?d?r?t?r that influ?n??d th? magnitude of th? ?????i?ti?n? between theoretically im??rt?nt v?ri?bl??.

What Causes the Change of Seasons on Earth

The change of seasons is one of those phenomena that people take for granted. They know it happens in most places, but dont always stop to think about why we have seasons. The answer lies in the realm of astronomy and planetary science. The biggest reason for the seasons is that Earths axis is tilted relative to its  orbital plane. Think of the orbital plane of the solar system as a flat plate. Most of the planets orbit around the Sun on the surface of the plate.  Rather than having their north and south poles point directly perpendicular to the plate, most planets have their poles at a slant. This is particularly true of Earth, whose poles are tilted 23.5 degrees. Earth may have a tilt because of a  large impact  in  our  planets  history that likely caused the  creation of our Moon. During that event, infant Earth was smacked pretty heavily by a Mars-sized impactor. That caused it to tip over on its side for a while until the system settled down.   The best theory about the formation of the Moon says that the infant Earth and a Mars-sized body called Theia collided early in the history of the solar system. The remnants were blasted to space and eventually coalesced to form the Moon. NASA/JPL-Caltech  Ã‚   Eventually,  the Moon formed and Earths tilt settled to the 23.5 degrees it is today. It means that during part of the year, half of the planet is tilted away from the Sun, while the other half is tilted toward it. Both hemispheres still get sunlight, but one gets it  more  directly when its tilted toward the Sun in summer, while the other gets it less directly during winter (when it is tilted away).   This diagram shows Earths axial tilt and how it affects the hemispheres that are tilted toward the Sun through different parts of the year.   NASA/CMGlee When the northern hemisphere is tilted toward the Sun, people in that part of the world experience summer. At the same  time,  the southern hemisphere gets less light, so winter occurs there. The solstices and equinoxes are used mostly in calendars to mark the beginning and end of seasons but are not themselves related to the causes of the seasons. Seasonal Changes Our year is divided up into four seasons: summer, fall, winter, spring. Unless someone lives at the equator, each season delivers different weather patterns. Generally, its warmer in spring and summer, and cooler in autumn and winter. Ask most people why it is cold in the winter and warm in the summer and theyll likely say that  Earth must be closer to the Sun in the summer and farther away in the winter. This seems to make common sense. After all, as someone gets close to a fire, they feel more heat. So  why wouldnt closeness to the Sun cause the warm summer season? While this is an interesting observation, it actually leads to the wrong conclusion. Heres why: Earth is farthest from the Sun in July each year and closest in December, so the closeness reason is wrong. Also,  when it is summer in the northern hemisphere, winter is happening in the southern hemisphere, and vice versa. If the reason for the seasons was solely due to our proximity to the Sun, then it should be warm in both the northern and southern hemispheres at the same time of year. That doesnt happen. Its really the tilt that is the main reason we have seasons. But, there is another factor to consider. All planets have an axial tilt, including the gas giants. The Uranus tilt is so severe it rolls around the Sun on it side. NASA It's Hotter at High Noon Too Earths tilt also means that the Sun will appear to rise and set in different parts of the sky during different times of the year. In the summertime the Sun peaks almost directly overhead, and generally speaking will be above the horizon (i.e. there will be daylight) during more of the day.  This means that the Sun will have more time to heat the surface of the Earth in the summer, making it even warmer. In the winter, theres less time to heat the surface, and things are a bit chillier. Observers can generally see this change of apparent sky positions for quite easily. Over the course of a year, its fairly easy to note the position of the Sun in the sky. In the summertime, it will be higher up and rise and set at different positions than it does in the wintertime. Its a great project for anyone to try, and all they need is a rough drawing or picture of the local horizon to the east and west. Observers can glance out at the sunrise or sunset each day, and mark the positions of sunrise and sunset each day to get the full idea. Back to Proximity So, does it matter how close Earth is to the Sun? Well, yes, in a sense, it does, just not the way people expect. Earths orbit around the Sun  is only slightly elliptical. The difference between its closest point to the Sun and the most distant is a little more than three percent. That isnt enough to cause huge temperature swings. It  translates to a difference of a few degrees Celsius on average. The temperature difference between summer and winter is a lot more than that. So, closeness doesnt make as much of a difference as the amount of sunlight the planet receives. Thats why just simply assuming that Earth is closer during one part of the year than another is wrong. The reasons for our seasons are easy to understand with a good mental image of our planets tilt and its orbit around the Sun. Key Takeways Earths axial tilt plays a large role in creating seasons on our planet.The hemisphere (north or south) tilted toward the Sun receives more heat during that time.Closeness to the Sun is NOT a reason for the seasons. Sources Earths Tilt Is the Reason for the Seasons!†Ã‚  Ice-Albedo Feedback: How Melting Ice Causes More Ice to Melt - Windows to the Universe, www.windows2universe.org/earth/climate/cli_seasons.html.Greicius, Tony. â€Å"NASA Study Solves Two Mysteries About Wobbling Earth.†Ã‚  NASA, NASA, 8 Apr. 2016, www.nasa.gov/feature/nasa-study-solves-two-mysteries-about-wobbling-earth.â€Å"In Depth | Earth – Solar System Exploration: NASA Science.†Ã‚  NASA, NASA, 9 Apr. 2018, solarsystem.nasa.gov/planets/earth/in-depth/. Edited by Carolyn Collins Petersen.

Ethnography Study of Coffee House - 2553 Words

From Mc World and cow boy capitalism to cultural ecumene and glocalisation, theorists are continually inventing polychromatic phrases to explain their differing points of view on cultural shifts caused by globalisation. â€Å"Globalization has been associated with a range of cultural consequences. These can be analysed in terms of three major theses, namely, homogenization, polarization, and hybridization,† (Holton 2000). This essay seeks to lend credence to the hybridization thesis, by observing a coffee house located in the developing country of Trinidad and Tobago (TT). Focusing on the aesthetics of the cafà © and the purchase behaviour of its customers, this essay intends to evaluate the attempt of this organisation to create a coffee†¦show more content†¦They were polite, smiled often and added to the professionalism of a high end coffee bar. The six customers who entered were repeat purchasers, meaning they purchased from this cafà © before. This assumption was made because these customers knew what they wanted before they ordered and they knew where they wanted to sit. Two of the customers brought reading material and one student had a lap top. All customers appeared comfortable in this social setting and changed their behaviours to suit the calm, relaxing environment. My observation has led me to group the customers as follows: 1) Exuberant Students – young, fashionable and energetic students who perhaps think of coffee as a fashion statement or who enjoy sugar rushes, 2) Working Class Drinkers – employees who drink coffee to escape the world of work and 3) Indulgers – individuals who drink coffee because of the pleasure derived or those who seek caffeine fixes. Evidently this cafà © exemplifies globalisation and its influence on developing nations. The results of this ethnography will be analysed to determine whether a first world coffee culture habit can be ingrained in a developing society where coffee bars are not popular. Before this analysis, the various cultural tangents imposed by the globalisation process will be discussed. Coclanis and Doshi (2000:52) quoted Friedman (1999) who stated, â€Å"Globalization comes into existence when everyone feels the pressures,Show MoreRelatedEthnography, The Recording And Analysis Of A Culture Or Society1122 Words   |  5 PagesColeman and Bob Simpson, â€Å"Ethnography is the recording and analysis of a culture or society, usually based on participant-observation and resulting in a written account of a people, place or institution†. Ethnographies are in-depth studies of a culture which is unfamiliar from one’s own. One of the best places to observe and perceive human behavior is a coffee house. A coffee shop will involve multiple cultures and various behavior patterns to study. Richie’s Place Coffee Shop is located in JamaicaRead MoreA Comparative Look At Space And Law Essay1472 Words   |  6 PagesSarah Turner’s article, Coffee House: Habitus and Performance Among Law Students, they offer a different account of space in relatio n to law. Their focus is more on sociological theory, subjective to students, lawyers, professors and staff alone, without consideration to a ‘function-specific’ space as mentioned in Spaulding’s article. Building on the work of both Pierre Bourdieu’s ‘habitus’ and Judith Butler’s ‘performativity’, Manderson, and Turner formulate an ethnography from observing the useRead MoreStarbucksUbiquity And Personal Relevance Of Starbucks Ethnography1749 Words   |  7 PagesI chose the Starbucks Ethnography due to Starbucks’ ubiquity and personal relevance. Every age group knows about Starbucks, from young students in elementary school to retired seniors that are spending their days relaxing. At the place I work, a fourth grader brought a drink in. 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Starbucks Coffee Company 2401 Utah Avenue South Seattle, WA 98134 RE: Starbucks Marketing Changes Proposal Dear Howard: Currently, Starbucks is experiencing some serious difficulties in terms of executing its major strategies. Unfortunately, as we continue to push towards greater and greater expansion, it is clear that we are loosing some of our core customers. Many are becoming disillusioned with the idea of an overly corporate and diluted image ofRead MoreEthnography Reflection2288 Words   |  10 Pagesand mapped the community. He also participated in the night guard (jaga) to learn the layout of the community, get to know his fellow villagers, and perform his civic duty. (26, 54-55, 62, 112) 2. Raybeck incorporated life histories and case studies as well as the semantic differential, a psycholinguistic instrument to quantitative analyze the connotations of concepts. Douglas was accompanied by his girlfriend Karen. She could occasionally gain entry into situations where he could not. 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Bloodlines Chapter Twenty-Seven Free Essays

string(39) " is going to totally hook in some guy\." I THINK ADRIAN would have agreed to anything to get his own place. He didn’t waste any time in moving his few possessions over to Keith’s old apartment, much to Clarence’s dismay. I had to admit, I felt kind of bad for the old man. We will write a custom essay sample on Bloodlines Chapter Twenty-Seven or any similar topic only for you Order Now He’d grown fond of Adrian, and losing him right after Lee was especially tough. Clarence still opened his home and feeder to our group but refused to believe anything we told him about Lee and Strigoi. Even once he accepted Lee was dead, Clarence continued blaming vampire hunters. Shortly after his move, I went to check on Adrian. Word had come to us that the â€Å"research party† from the Moroi was due to arrive in town that day, and we’d decided to meet with them first before bringing in Jill and Eddie. Like before, Abe was apparently escorting the newcomers, who included Sonya and Jill’s new roommate. I had the impression there might be others with them but hadn’t heard the details yet. â€Å"Whoa,† I said when Adrian let me into his apartment. He’d only been there a couple days, but the transformation was startling. With the exception of the TV, none of the original furniture remained. It was all different, and even the apartment’s layout had changed. The decorating scheme was new as well, and the scent of fresh paint hung heavy in the air. â€Å"Yellow, huh?† I asked, staring at the living room walls. â€Å"It’s called ‘Goldenrod,'† he corrected. â€Å"And it’s supposed to be cheerful and calming.† I started to point out that those two traits didn’t seem like they’d go together but then decided against it. The color, slightly obnoxious though it was, completely transformed the living room. Between that and the blinds that had replaced Keith’s heavy drapes, the room was now filled with color and light that went a long way to obscure the memory of the battle. I shuddered, recalling it. Even if the apartment hadn’t been needed to buy Adrian’s help, I wasn’t sure I could’ve accepted it and stayed here. The memory of Lee’s death – and the two Strigoi women’s – was too strong. â€Å"How did you afford new furniture?† I asked. The Alchemists had given him the place, but there was no other stipend involved. â€Å"I sold the old stuff,† Adrian said, seeming very pleased by this. â€Å"That recliner†¦Ã¢â‚¬  He faltered, a troubled look briefly crossing his features. I wondered if he too could imagine Lee’s life bleeding away in that chair. â€Å"That recliner was worth a lot. It was appallingly overpriced, even by my standards. But I got enough for it to replace the rest. It’s used, but what choice did I have?† â€Å"It’s nice,† I said, running my hand along an overstuffed plaid sofa. It looked ghastly with the walls but appeared to be in good shape. Plus, much like the brightness of the yellow, the clashing furniture helped diminish the memories of what had happened. â€Å"You must have done some savvy shopping. I’m guessing you don’t buy a lot of used stuff.† â€Å"Try never,† he said. â€Å"You have no idea the things I’ve had to lower myself to.† His pleased smile dimmed as he regarded me carefully. â€Å"How are you holding up?† I shrugged. â€Å"Fine. Why wouldn’t I be? What happened to me isn’t nearly as bad as what Jill went through.† He crossed his arms. â€Å"I don’t know. Jill didn’t watch a guy die in front of her. And let’s not forget that same guy wanted to kill you only moments before in order to rise again from the dead.† Those were things that had definitely been on my mind a lot in the last week, things that were going to take a while to get over. Sometimes, I didn’t feel anything at all. Other times, the reality of what had happened descended on me so swiftly and heavily that I couldn’t breathe. Strigoi nightmares had replaced the ones of re-education centers. â€Å"I’m actually better with it than you might think,† I said slowly, gazing off at nothing particular. â€Å"Like, it’s terrible about Lee and what he did, but I feel I can get over it in time. Do you know what I keep thinking about the most, though?† â€Å"What?† asked Adrian gently. The words seemed to come forth without my control. I hadn’t expected to say them to anyone, certainly not to him. â€Å"Lee telling me I was wasting my life and staying aloof from people. And then, during that last meeting with Keith, he told me that I was naive, that I didn’t understand the world. And it’s true to a certain extent. I mean, not what he said about you guys being evil†¦ but well, I was naive. I should’ve been more careful with Jill. I believed the best of Lee when I should’ve been more wary. I’m not a fighter like Eddie, but I am an observer of the world†¦ or so I like to think. But I failed. I’m no good with people.† â€Å"Sage, your first mistake in all of this is listening to anything Keith Darnell says. The guy’s an idiot, an asshole, and a dozen other words that aren’t suitable for a lady like yourself.† â€Å"See?† I said. â€Å"You just admitted it, that I’m some kind of untouchable, pure soul.† â€Å"I never said any such thing,† he countered. â€Å"My point is that you’re leagues above Keith, and what happened with Lee was dumb, ridiculous bad luck. And remember, none of us saw it coming either. You weren’t alone. It casts no reflection on you. Or†¦Ã¢â‚¬  His eyebrows rose. â€Å"Maybe it does. Didn’t you say that Lee considered killing Keith for Alchemist blood?† â€Å"Yeah†¦ but Keith left too soon.† â€Å"Well, there you go. Even a psychopath recognized your worth enough to want to kill someone else first.† I didn’t know whether to laugh or cry. â€Å"That doesn’t make me feel better.† Adrian shrugged. â€Å"My earlier point remains. You’re a solid person, Sage. You’re easy on the eyes, if a little skinny, and your ability to memorize useless information is going to totally hook in some guy. You read "Bloodlines Chapter Twenty-Seven" in category "Essay examples" Put Keith and Lee out of your head because they have nothing to do with your future.† â€Å"Skinny?† I asked, hoping I wasn’t blushing. I also hoped if I sounded outraged enough, he wouldn’t notice how much the other comment had disarmed me. Easy on the eyes. Not exactly the same as being told I was hotness incarnate or drop-dead gorgeous. But after a lifetime of having my appearance judged as â€Å"acceptable,† it was a heady compliment – especially coming from him. â€Å"I just tell it like it is.† I almost laughed. â€Å"Yes. Yes, you do. Now tell me about a different subject, please. I’m tired of this one.† â€Å"Sure thing.† Adrian infuriated me sometimes, but I had to admit, I loved his short attention span. It made dodging uncomfortable topics so much easier. Or so I thought. â€Å"Do you smell that?† An image of the bodies flashed into my head, and for a moment, all I could think he meant was the smell of decay. Then I sniffed more deeply. â€Å"I smell the paint, and†¦ wait†¦ is that pine?† He looked impressed. â€Å"Damn straight. Pine-scented cleaner. As in, I cleaned.† He gestured to the kitchen dramatically. â€Å"With these hands, these hands that don’t do manual labor.† I stared off into the kitchen. â€Å"What did you use it on? The cupboards?† â€Å"The cupboards are fine. I cleaned the floor and the counter.† I must have looked more puzzled than amazed because he added, â€Å"I even got down on my knees.† â€Å"You used pine cleaner on the floor and counters?† I asked. The floor was ceramic tile; the counters were granite. Adrian frowned. â€Å"Yeah, so?† He seemed so proud to have actually scrubbed something for once in his life that I couldn’t bring myself to tell him pine cleaner was generally only used on wood. I gave him an encouraging smile. â€Å"Well, it looks great. I need you to come over and clean my new dorm room now. It’s covered in dust.† â€Å"No way, Sage. My own housecleaning’s bad enough.† â€Å"But is it worth it? If you’d stayed at Clarence’s, you had a live-in cook and cleaner.† â€Å"It’s definitely worth it. I’ve never really, truly had my own place. I kind of did at Court†¦ but it might as well have been an over-glorified dorm room. This? This is great. Even with the housecleaning. Thank you.† The comic look of horror he’d worn while discussing housecleaning had been traded away for utter seriousness now as those green eyes weighed me. I suddenly felt uncomfortable under the scrutiny and was reminded of the spirit dream, where I’d questioned if his eyes really were that green in real life. â€Å"For what?† I asked. â€Å"For this – I know you must have twisted some Alchemist arms.† I hadn’t told him that I’d actually passed on taking the place for myself. â€Å"And for everything else. For not giving up on me, even when I was being a major asshole. And, you know, for that saving my life thing.† I looked away. â€Å"I didn’t do anything. That was Eddie – and Jill. They’re the ones who saved you.† â€Å"Not sure I would’ve been alive for their rescue if you hadn’t set that bitch on fire. How did you do that?† â€Å"It was nothing,† I protested. â€Å"Just a, uh, chemical reaction from the Alchemist bag of tricks.† Those eyes studied me again, weighing the truth of my words. I’m not sure he believed me, but he let it go. â€Å"Well, from the look on her face, your aim was right on. And then you got backhanded for it. Anyone who takes a hit for Adrian Ivashkov deserves some credit.† I turned my back to him, still shy with the praise – and nervous about the fire reference – and walked over to the window. â€Å"Yeah, well, you can rest easy that it was a selfish act. You have no idea what a pain it is to file paperwork for a dead Moroi.† He laughed, and it was one of the few times I’d heard him laugh with genuine humor and warmth – and not because of something twisted or sarcastic. â€Å"Okay, Sage. If you say so. You know, you’re a lot spunkier than when I first met you.† â€Å"Really? All the adjectives in the world at your disposable, and you pick ‘spunky’?† Banter I could handle. So long as I focused on that, I didn’t have to think about the meaning behind the words or how my heartbeat had increased just a little. â€Å"Just so you know, you’re a little more stable than when I met you.† He came over to stand by me. â€Å"Well, don’t tell anyone, but I think getting away from Court was a good thing. This weather sucks, but Palm Springs might be good for me – it and all the wonders it contains. You guys. Art classes. Pine cleaner.† I couldn’t help a grin and looked up at him. I’d been half-joking, but it was true: he had changed remarkably since we’d met. There was still a hurting man inside, one who bore the scars of what Rose and Dimitri had done to him, but I could see the signs of healing. He was steadier and stronger, and if he could just continue to hold the course, with no more crises for a while, a remarkable transformation might truly happen. It took several seconds of silence for me to realize that I’d been staring at him while my mind spun out its thoughts. And, actually, he was staring at me, with a look of wonder. â€Å"My God, Sage. Your eyes. How have I never noticed them?† That uncomfortable feeling was spreading over me again. â€Å"What about them?† â€Å"The color,† he breathed. â€Å"When you stand in the light. They’re amazing†¦ like molten gold. I could paint those†¦Ã¢â‚¬  He reached toward me but then pulled back. â€Å"They’re beautiful. You’re beautiful.† Something in the way he was looking at me froze me up and made my stomach do flip-flops, though I couldn’t quite articulate why. I only knew that he looked as though he was seeing me for the very first time†¦ and it scared me. I’d been able to brush off his easy, joking compliments, but this intensity was something different altogether, something I didn’t know how to react to. When he looked at me like this, I believed that he thought my eyes were beautiful – that I was beautiful. It was more than I was ready for. Flustered, I took a step backward, out of the sunlight, needing to get away from the energy of his gaze. I’d heard spirit could send him off on weird tangents but had no clue if that’s what this was. I was saved from my feeble attempts to muster a witty comment when a knock at the door made both of us jump. Adrian blinked, and some of that rapture faded. His lips twisted into one of his sly smiles, and it was as though nothing weird had happened. â€Å"Showtime, huh?† I nodded, reeling with a confusing mix of relief, nervousness, and†¦ excitement. Except, I wasn’t entirely sure if those feelings were from Adrian or our impending visitors. All I knew was that suddenly, I was able to breathe more easily than I had a few moments ago. He walked across the living room and opened the door with a flourish. Abe swept in, resplendent in a gray and yellow suit that coordinated bafflingly well with Adrian’s paint job. A wide grin broke out over the older Moroi’s face. â€Å"Adrian, Sydney†¦ so lovely to see you again. I believe one of you already knows this young lady?† He moved past us, revealing a lean dhampir girl with auburn hair and big blue eyes filled with suspicion. â€Å"Hello, Angeline,† I said. When they’d told me Angeline Dawes was going to be Jill’s new roommate, I thought it was the most ridiculous thing I’d ever heard. Angeline was one of the Keepers, that separatist group of Moroi, dhampirs, and humans who lived in the wilds of West Virginia. They wanted nothing to do with the â€Å"civilization† of any of our races and had a number of bizarre customs, not the least of which was their abominable tolerance for interracial romance. Later, when I’d thought about it, I decided Angeline might not be such a bad choice. She was the same age as Jill, possibly giving Jill a closer connection than I could manage. Angeline, while not trained the way a guardian like Eddie was, still could hold her own in a fight. If anyone came for Jill, they’d have their work cut out for them getting through Angeline. And with the aversion Angeline’s people had toward â€Å"tainted† Moroi, she would have no reason to further the politics of some rival faction. As I studied her and her threadbare clothes, I wondered, though, just how well she was going to adapt to being away from the Keepers. She wore a cocky look on her face that I’d seen when visiting her community, but here it was underscored with some nervousness as she took in Adrian’s place. After living in the woods her entire life, this small apartment with its TV and plaid sofa was probably the height of modern luxury. â€Å"Angeline,† said Abe. â€Å"This is Adrian Ivashkov.† Adrian extended his hand, turning on that natural charm. â€Å"A pleasure.† She took his hand after a moment’s hesitation. â€Å"Nice to meet you,† she said in her odd southern accent. She studied him for a few more seconds. â€Å"You look too pretty to be useful.† I gasped in spite of myself. Adrian chuckled and shook her hand. â€Å"Truer words were never spoken,† he said. Abe glanced over at me. I probably had a look of terror on my face because I was already imagining the damage control I’d have to do with Angeline saying or doing something completely wrong at Amberwood. â€Å"Sydney will undoubtedly want to†¦ debrief you on what to expect before you begin school,† said Abe diplomatically. â€Å"Undoubtedly,† I repeated. Adrian had stepped away from Angeline but was still grinning. â€Å"Let Jailbait do it. Better yet, let Castile. It’ll be good for him.† Abe shut the door but not before I got a glimpse behind him to the empty hallway. â€Å"It’s not just the two of you, is it?† I asked. â€Å"I heard there were others. Sonya’s one, right?† Abe nodded. â€Å"They’ll be right up. They’re parking the car. Street parking’s terrible around here.† Adrian looked over at me, hit by revelation. â€Å"Hey, do I inherit Keith’s car too?† â€Å"Afraid not,† I said. â€Å"It belonged to his dad. He took it back.† Adrian’s face fell. Abe stuffed his hands in his pockets and strolled casually around the living room. Angeline remained where she was. I think she was still sizing up the situation. â€Å"Ah, yes,† mused Abe. â€Å"The late, great Mr. Darnell. That boy’s really been beset with tragedy, hasn’t he? Such a hard life.† He paused and turned to Adrian. â€Å"But you, at least, seem to have benefited from his downfall.† â€Å"Hey,† said Adrian. â€Å"I earned this, so don’t give me any grief about bailing on Clarence. I know you wanted me to stay there for some weird reason but – † â€Å"And you did,† said Abe simply. Adrian frowned. â€Å"Huh?† â€Å"You did exactly what I wanted. I’d suspected something odd was going on with Clarence Donahue, that he might be selling his blood. I’d hoped keeping you on hand would uncover the plot.† Abe stroked his chin in that mastermind way of his. â€Å"Of course, I had no idea Mr. Darnell was involved. Nor did I expect you and young Sydney to team up to unravel it all.† â€Å"I’d hardly go that far,† I said dryly. A strange thought occurred to me. â€Å"Why would you care if Keith and Clarence were selling vampire blood? I mean, we Alchemists have reasons for not wanting that†¦ but why would you feel that way?† A surprised glint flashed in Adrian’s eyes, followed by insight. He eyed Abe carefully. â€Å"Maybe because he doesn’t want the competition.† My jaw nearly dropped open. It was no secret to anyone, Alchemist or Moroi, that Abe Mazur trafficked in illegal goods. That he might be moving large amounts of vampire blood to willing humans had never occurred to me. But as I studied him longer, I realized it should have. â€Å"Now, now,† said Abe, never breaking a sweat, â€Å"no need to bring up unpleasant topics.† â€Å"Unpleasant?† I exclaimed. â€Å"If you’re involved in anything that – â€Å" Abe held up a hand to stop me. â€Å"Enough, please. Because if that sentence ends with you saying you’ll talk to the Alchemists, then by all means, let’s get them out here and discuss all sorts of mysteries. Say, for example, like how Mr. Darnell lost his eye.† I froze. â€Å"Strigoi took it,† said Adrian impatiently. â€Å"Oh, come now,† said Abe, a smile twisting his lips. â€Å"My faith in you was just being restored. Since when do Strigoi do such precision maiming? Very artful maiming, I might add. Not that anyone probably ever noticed. Wasted talent, I tell you.† â€Å"What are you saying?† asked Adrian aghast. â€Å"It wasn’t Strigoi? Are you saying someone cut his eye out on purpose? Are you saying that you – â€Å" Words failed him, and he simply looked back and forth between me and Abe. â€Å"That’s it, isn’t it? Your devil’s bargain. But why?† I cringed as three sets of eyes stared at me, but there was no way I could acknowledge what Adrian was starting to put together. Maybe I could have told him if we were alone. Maybe. But I couldn’t tell him while Abe looked so smug and certainly not with an outsider like Angeline standing there. I couldn’t tell Adrian how I’d found my sister Carly a few years ago, after a date with Keith. It was when he’d still been living with us and just before she went off to college. She hadn’t wanted to go out with him, but our father loved Keith and had insisted. Keith was his golden boy and could do no wrong. Keith believed that too, which was why he hadn’t been able to take no for an answer when he and Carly were alone. She’d come to me afterward, creeping into my bedroom late at night and sobbing while I’d held her. My instant reaction was to tell our parents, but Carly had been too afraid – especially of our father. I was young and nearly as scared as she was, ready to agree with whatever she wanted. Carly had made me promise I wouldn’t tell our parents, so I sank my efforts into assuring her that it wasn’t her fault. The whole time, she told me, Keith had kept telling her how beautiful she was and how she’d left him no choice, that it was impossible for him to take his eyes off of her. I finally convinced her that she’d done nothing wrong, that she hadn’t led him on – but she still held me to my promise to stay silent. It was one of the biggest regrets of my life. I’d hated my silence but not nearly as much as I hated Keith for thinking he could rape someone as sweet and gentle as Carly and get away with it. It wasn’t until much later, when I had my first assignment and met Abe Mazur, that I’d realized there were other ways Keith might pay that would allow me to keep my promise to her. So, I’d made my deal with the devil, not caring that it bound me – or that I was stooping to barbaric levels of revenge. Abe had staged a fake Strigoi attack and cut out one of Keith’s eyes earlier this year. In return, I’d become Abe’s sort-of â€Å"retainer Alchemist.† It was part of what had driven me to help Rose with her jail break. I was in his debt. In some ways, I reflected bitterly, maybe I’d done Keith a favor. With only one eye left, maybe he wouldn’t find it so â€Å"impossible† to keep it off uninterested young women in the future. No, I certainly couldn’t tell Adrian any of that, but he was still looking at me, a million questions on his face as he tried to figure out what in the world would have reduced me to hiring Abe as a hit man. Laurel’s words suddenly rang back to me. You know, you can be scary as hell sometimes. I swallowed. â€Å"Remember when you asked me to trust you?† â€Å"Yes†¦Ã¢â‚¬  said Adrian. â€Å"I need you to do the same for me.† Long moments followed. I couldn’t bring myself to look at Abe because I knew he’d be smirking. â€Å"‘Spunky’ was kind of an understatement,† Adrian said. After what felt like forever, he slowly nodded. â€Å"Okay. I do trust you, Sage. I trust that you have good reasons for the things you do.† There was no snark, no sarcasm. He was deadly earnest, and for a moment, I wondered how I could have earned his trust so intently. I had a weird flash to the moments just before Abe had arrived, when Adrian had spoken of painting me and my feelings had been a jumble. â€Å"Thank you,† I said. â€Å"What,† demanded Angeline, â€Å"are you guys talking about?† â€Å"Nothing of interest, I assure you,† said Abe, who was really enjoying this all too much. â€Å"Life lessons, character development, unpaid debts. That sort of thing.† â€Å"Unpaid?† I surprised myself by taking a step forward and fixing him with a glare. â€Å"I’ve paid that debt a hundred times over. I don’t owe you anything anymore. My loyalty is only to the Alchemists now. Not you. We’re finished.† Abe was still smiling, but he wavered slightly. I think my standing up for myself had caught him off-guard. â€Å"Well, that remains to be – ah.† More knocking. â€Å"Here’s the rest of our party.† He hurried to the door. Adrian took a few steps toward me. â€Å"Not bad, Sage. I think you just scared old man Mazur.† I felt a smile of my own begin to form. â€Å"I don’t know about that, but it felt kind of good.† â€Å"You should backtalk people more often,† he said. We grinned at each other, and as he regarded me fondly, I felt that same queasy feeling return. He probably wasn’t experiencing that exact sensation, but there was an easy, bright mood about him. Rare – and very appealing. He nodded toward where Abe was opening the door. â€Å"It’s Sonya.† Spirit users could sense each other when they were close enough, even behind closed doors. And sure enough, when the door opened, Sonya Karp strode in like a queen, tall and elegant. With her red hair swept into a bun, the Moroi woman could have been Angeline’s older sister. Sonya smiled at us all, though I couldn’t help a shiver as I thought back to the first time I’d met her. She hadn’t been nearly so pretty or charming then. She’d been red-eyed and trying to kill us. Sonya was a Strigoi who’d been restored back to a Moroi, which really made her the ideal choice to work with Adrian on figuring out how to use spirit to prevent people from being turned. Sonya hugged Adrian and was walking over to me when someone else appeared in the doorway. In retrospect, I shouldn’t have been surprised at who it was. After all, if we wanted to figure out what special spirit magic in Lee had stopped him from being turned again, then we needed all the data possible. And if one restored Strigoi was good, then two were better. Adrian paled and went perfectly still as he stared at the newcomer, and in that moment, all my high hopes for him came crashing down. Earlier, I’d been certain that if Adrian could just stay away from his past and any traumatic events, he’d be able to find a purpose and steady himself. Well, it looked like his past had found him, and if this didn’t qualify as a traumatic event, I didn’t know what did. Adrian’s new research partner stepped through the door, and I knew the uneasy peace we’d just established in Palm Springs was about to shatter. Dimitri Belikov had arrived. How to cite Bloodlines Chapter Twenty-Seven, Essay examples

Keyword Optimization How to Target the Right Search Terms

Keywords and how they’re used has evolved over the years. So, do keywords even matter anymore? If they do, how can I tell if I’m targeting the right ones? And how can I figure out which I should be targeting? That’s where keyword optimization comes in. Keyword search optimization is all about researching, evaluating, and selecting the best keywords for your business. While this is in incredibly important step when you first set out to create an SEO strategy, keyword optimization is an ongoing process that needs to be revisited at least a few times per year. In the post we’re outlining some of the key steps in keyword optimization, including how you can analyze your existing keyword strategy, and how to improve it. Let’s jump in. Free Actionable Bonus: Looking to elevate your SEO strategy?We partnered with Jay Baer of Convince Convert to create this free ebook on 6 Ways to Fix Your Barebones SEO Strategy Why does keyword optimization matter? In order for SEO to drive meaningful results for your business, you need to be targeting the right keywords. In order for SEO to drive meaningful results for your business, you need to be targeting the right keywords. Click To Tweet That means not only targeting high-volume keywords that help you build traffic — but also high-intent keywords that help you generate an ROI. In short, keyword optimization will help you: Drive highly relevant traffic Understand your traffic potential Write more effective content How has keyword optimization changed? There was once a time when keyword stuffing and other keyword manipulation techniques were considered â€Å"optimization†, but over the years Google and other search engines have become more sophisticated. Today, search engines care more about intent than the actual keyword or how many times it appear on a page. They want to figure out the meaning behind your content and user queries. Today, search engines care more about intent than the actual keyword or how many times it appear on a page. They want to figure out the meaning behind your content and user queries. Click To Tweet The debut of â€Å"semantic search,† released with Google’s 2013 Hummingbird update, took the idea of intent-based search results a step further. For example, when a user searches for â€Å"cheap coffee in Chicago,† the old, keyword-centric search engines would have returned pages that contained these three keywords, regardless of what each page was actually about. But, semantic search works differently. It deciphers the meaning behind the query – the user is looking for inexpensive coffee options located in Chicago – then it looks for websites that meet these criteria, regardless of whether the exact query terms are in their content. Therefore, if your content describes you as an affordable purveyor of coffee, and your location is defined as Chicago, you could snag a top spot in the search results, even if the actual words â€Å"cheap,† â€Å"coffee† and â€Å"Chicago† aren’t anywhere in your content. In short, the intent of the search matters more than the keywords themselves. Where you need to keep using keywords Updates to search algorithms and changes to SEO best practices don’t mean you should abandon keywords altogether. While keyword frequency is no longer a huge influencer on page rank, keyword placement and usage still makes a difference. Some places you should be sure to include the keyword on a page are: The title A subheading The first 100 words of the article URL Image alt description Meta description But how do you know you’re using the right keywords? Are you targeting the right search terms? An important part of keyword optimization is looking at your existing search terms and determining if there are any gaps or missed opportunities. For example: Long-tail keywords can incredibly valuable and much easier to rank for. High-intent keywords may have only a couple dozen or hundred searchers per month, ranking highly for those keywords can be an excellent lead generation tool. Here we’ve outlined 5-steps for evaluating your existing keyword strategy (followed by some tips for choosing the right keywords.) Step 1: Brainstorming Before you begin a more thorough investigation, it helps to come up with a list of topics that are important to your customers. Then come up on some keywords that you think your target audience will use when searching for your products and services. This is a really important step that some marketers get wrong. For content marketing to drive meaningful results, it needs to be focused on your customer rather than your business. For example, a boutique design agency that writes an article on the â€Å"latest design trends† is attracting competitors to their site, not customers. Step 2: Get specific One of the first things to look for when reviewing your keyword strategy is how specific or targeted they are. There are two problems with targeting broad keywords: They’re difficult to rank for They don’t deliver to most relevant traffic For example, you’ll get more qualified leads from a search of â€Å"men’s brown leather satchel† than you will from â€Å"satchel.† Also think about using different synonyms that are relevant to your products and services. For example: â€Å"men’s brown leather knapsack.† Step 3: Geographic keywords (when relevant) Including a geographic element within your keywords can make them even more valuable, especially if you have a physical store or work from an offline location. These more targeted keywords should attract more ready-to-buy leads who are located in your area. Additionally, localized keywords will have less competition. In a similar way, try to use more targeted language including industry terms and local slang. Take a look at the number of results for â€Å"design agency† vs. â€Å"design agency new york† – the latter has 700 million fewer results. Step 4: Analyze the competition When you know which keywords your competitors are using, you can focus on different sets of keyword phrases that your competitors are ignoring. This is a great opportunity for your business to rank higher for certain keywords and capture more of the market share. Step 5: Don’t forget meta tags Each page on your website should have a unique meta title and meta description. The meta title will be used by Google as the blue link in the results pages. The meta description won’t affect your rankings, but it is usually what Google uses as the description below the meta title. Think of the title and description as an advertisement. They should reflect the target keywords for each web page, but also grab the attention of readers. When we search for â€Å"design agency new york† this is one of the top results. We can see they’ve done a good job of using semantically related keywords (â€Å"creative agency† rather than â€Å"design†) and have included keywords in both the meta title and description. Leave this field empty if you're human: How to select top search terms Next, we’re going to look at how to find high-value keywords you should try to rank for. The two main types of keywords are broad and long tail. Broad keywords are normally one or two words that apply to a whole industry (e.g. inbound marketing). Long-tail keywords are extended phrases that are more specific to your company (e.g. inbound marketing firm in Springfield). Long-tail keywords usually bring in more relevant traffic and are easier to rank higher for. How to research keywords Keyword research is all about coming up with a variety of phrases that people will use when searching for your business, products, and services. From there, you’re able to build content around these terms. Here are a few tips for researching keywords: Start broad Start with the topics you want to rank for. What products or services do you offer? E.g. â€Å"inbound marketing software.† Solve problems What solutions do you offer your prospects? Create a list based on the problems your audience may ask. E.g. â€Å"How do I build an email list?† Frequently asked questions. Answer potential questions before they are asked. E.g. â€Å"How to generate more leads through social media.† Product based What does your company do? Different people will use different search terms to find your business. What are the alternatives? E.g. â€Å"Internet marketing services.† Buyer journey Think about questions people ask early in the buyer journey Think about questions people ask just before making a purchase Create both top-of-funnel and bottom-of-funnel content Look at search volume You want to balance search volume with intent. While the word â€Å"marketing† might have huge search volume, it won’t generate the most relevant traffic. When you plug these terms into Google, check out the related search terms at the bottom of the results page for further inspiration. At the same time, see if your competitors are ranking for certain keyword phrases. It might be a good idea to focus on the phrases they’re ignoring in order to generate more leads from these search terms. Keyword research tools There are plenty of keyword research tools to help you generate keyword ideas and identify which ones have less competition. Google’s Keyword Planner tool is one of the most popular keyword tools, giving you traffic estimates and search volume for keyword phrases you may want to target. Use it to get suggestions for related phrases and to work out the value of keywords. The competition for every keyword phrase varies, so you need to find those that have a reasonably high search volume but less competition. Choosing the right keywords is an ongoing challenge for every business, but taking the time to do proper research will lead to more success in the long term. There are many free keyword tools. Sign up to Google AdWords and you can use Google’s Keyword Planner. Here, you can get search volume and traffic estimates for words you’re considering. Use it with Google Trends and you can also see which terms are trending over time. Wordtracker and Ubersuggest are also free, but if you want more functionality, paid keyword research tools might be the way to go. But don’t just use these tools – listen to social media conversations around your brand to discover popular phrases and frequently asked questions. It’s all part of keyword research. Selecting the best keywords for SEO is an ongoing process; you’ll need to add more and more keywords to your lists to maintain search engine rankings. Using language that is appropriate to your audience matters, but using synonyms and related terms will also help establish your authority to Google. Keyword research has changed a little, but ultimately the rules are the same: create quality content that is relevant to your audience. As your content spreads, your link profile will grow and so will your credibility in the eyes of Google. Page level keyword optimization To give search engine robots and humans a better understanding of your site, your site architecture also needs to make sense. This means placing keywords in the right place on a web page. Examples of where to place keywords and phrases: Page title tags. Every page should use unique keyword phrases to increase website relevance. Description tags. Think about what information your audience is looking for. In the main body of content. To further enhance the relevance of each page, use a variety of keyword phrases. Since Hummingbird, Google downgrades pages with too many duplicate keywords. Headings. Every heading should clearly explain the content to follow. Image and video alt tags. Include keywords so that search engines know what they represent. If you’re interested in learning more about this topic, then check out our post: The Latest Trends of On-Page Optimization Keyword Optimization How to Target the Right Search Terms Keywords and how they’re used has evolved over the years. So, do keywords even matter anymore? If they do, how can I tell if I’m targeting the right ones? And how can I figure out which I should be targeting? That’s where keyword optimization comes in. Keyword search optimization is all about researching, evaluating, and selecting the best keywords for your business. While this is in incredibly important step when you first set out to create an SEO strategy, keyword optimization is an ongoing process that needs to be revisited at least a few times per year. In the post we’re outlining some of the key steps in keyword optimization, including how you can analyze your existing keyword strategy, and how to improve it. Let’s jump in. Free Actionable Bonus: Looking to elevate your SEO strategy?We partnered with Jay Baer of Convince Convert to create this free ebook on 6 Ways to Fix Your Barebones SEO Strategy Why does keyword optimization matter? In order for SEO to drive meaningful results for your business, you need to be targeting the right keywords. In order for SEO to drive meaningful results for your business, you need to be targeting the right keywords. Click To Tweet That means not only targeting high-volume keywords that help you build traffic — but also high-intent keywords that help you generate an ROI. In short, keyword optimization will help you: Drive highly relevant traffic Understand your traffic potential Write more effective content How has keyword optimization changed? There was once a time when keyword stuffing and other keyword manipulation techniques were considered â€Å"optimization†, but over the years Google and other search engines have become more sophisticated. Today, search engines care more about intent than the actual keyword or how many times it appear on a page. They want to figure out the meaning behind your content and user queries. Today, search engines care more about intent than the actual keyword or how many times it appear on a page. They want to figure out the meaning behind your content and user queries. Click To Tweet The debut of â€Å"semantic search,† released with Google’s 2013 Hummingbird update, took the idea of intent-based search results a step further. For example, when a user searches for â€Å"cheap coffee in Chicago,† the old, keyword-centric search engines would have returned pages that contained these three keywords, regardless of what each page was actually about. But, semantic search works differently. It deciphers the meaning behind the query – the user is looking for inexpensive coffee options located in Chicago – then it looks for websites that meet these criteria, regardless of whether the exact query terms are in their content. Therefore, if your content describes you as an affordable purveyor of coffee, and your location is defined as Chicago, you could snag a top spot in the search results, even if the actual words â€Å"cheap,† â€Å"coffee† and â€Å"Chicago† aren’t anywhere in your content. In short, the intent of the search matters more than the keywords themselves. Where you need to keep using keywords Updates to search algorithms and changes to SEO best practices don’t mean you should abandon keywords altogether. While keyword frequency is no longer a huge influencer on page rank, keyword placement and usage still makes a difference. Some places you should be sure to include the keyword on a page are: The title A subheading The first 100 words of the article URL Image alt description Meta description But how do you know you’re using the right keywords? Are you targeting the right search terms? An important part of keyword optimization is looking at your existing search terms and determining if there are any gaps or missed opportunities. For example: Long-tail keywords can incredibly valuable and much easier to rank for. High-intent keywords may have only a couple dozen or hundred searchers per month, ranking highly for those keywords can be an excellent lead generation tool. Here we’ve outlined 5-steps for evaluating your existing keyword strategy (followed by some tips for choosing the right keywords.) Step 1: Brainstorming Before you begin a more thorough investigation, it helps to come up with a list of topics that are important to your customers. Then come up on some keywords that you think your target audience will use when searching for your products and services. This is a really important step that some marketers get wrong. For content marketing to drive meaningful results, it needs to be focused on your customer rather than your business. For example, a boutique design agency that writes an article on the â€Å"latest design trends† is attracting competitors to their site, not customers. Step 2: Get specific One of the first things to look for when reviewing your keyword strategy is how specific or targeted they are. There are two problems with targeting broad keywords: They’re difficult to rank for They don’t deliver to most relevant traffic For example, you’ll get more qualified leads from a search of â€Å"men’s brown leather satchel† than you will from â€Å"satchel.† Also think about using different synonyms that are relevant to your products and services. For example: â€Å"men’s brown leather knapsack.† Step 3: Geographic keywords (when relevant) Including a geographic element within your keywords can make them even more valuable, especially if you have a physical store or work from an offline location. These more targeted keywords should attract more ready-to-buy leads who are located in your area. Additionally, localized keywords will have less competition. In a similar way, try to use more targeted language including industry terms and local slang. Take a look at the number of results for â€Å"design agency† vs. â€Å"design agency new york† – the latter has 700 million fewer results. Step 4: Analyze the competition When you know which keywords your competitors are using, you can focus on different sets of keyword phrases that your competitors are ignoring. This is a great opportunity for your business to rank higher for certain keywords and capture more of the market share. Step 5: Don’t forget meta tags Each page on your website should have a unique meta title and meta description. The meta title will be used by Google as the blue link in the results pages. The meta description won’t affect your rankings, but it is usually what Google uses as the description below the meta title. Think of the title and description as an advertisement. They should reflect the target keywords for each web page, but also grab the attention of readers. When we search for â€Å"design agency new york† this is one of the top results. We can see they’ve done a good job of using semantically related keywords (â€Å"creative agency† rather than â€Å"design†) and have included keywords in both the meta title and description. Leave this field empty if you're human: How to select top search terms Next, we’re going to look at how to find high-value keywords you should try to rank for. The two main types of keywords are broad and long tail. Broad keywords are normally one or two words that apply to a whole industry (e.g. inbound marketing). Long-tail keywords are extended phrases that are more specific to your company (e.g. inbound marketing firm in Springfield). Long-tail keywords usually bring in more relevant traffic and are easier to rank higher for. How to research keywords Keyword research is all about coming up with a variety of phrases that people will use when searching for your business, products, and services. From there, you’re able to build content around these terms. Here are a few tips for researching keywords: Start broad Start with the topics you want to rank for. What products or services do you offer? E.g. â€Å"inbound marketing software.† Solve problems What solutions do you offer your prospects? Create a list based on the problems your audience may ask. E.g. â€Å"How do I build an email list?† Frequently asked questions. Answer potential questions before they are asked. E.g. â€Å"How to generate more leads through social media.† Product based What does your company do? Different people will use different search terms to find your business. What are the alternatives? E.g. â€Å"Internet marketing services.† Buyer journey Think about questions people ask early in the buyer journey Think about questions people ask just before making a purchase Create both top-of-funnel and bottom-of-funnel content Look at search volume You want to balance search volume with intent. While the word â€Å"marketing† might have huge search volume, it won’t generate the most relevant traffic. When you plug these terms into Google, check out the related search terms at the bottom of the results page for further inspiration. At the same time, see if your competitors are ranking for certain keyword phrases. It might be a good idea to focus on the phrases they’re ignoring in order to generate more leads from these search terms. Keyword research tools There are plenty of keyword research tools to help you generate keyword ideas and identify which ones have less competition. Google’s Keyword Planner tool is one of the most popular keyword tools, giving you traffic estimates and search volume for keyword phrases you may want to target. Use it to get suggestions for related phrases and to work out the value of keywords. The competition for every keyword phrase varies, so you need to find those that have a reasonably high search volume but less competition. Choosing the right keywords is an ongoing challenge for every business, but taking the time to do proper research will lead to more success in the long term. There are many free keyword tools. Sign up to Google AdWords and you can use Google’s Keyword Planner. Here, you can get search volume and traffic estimates for words you’re considering. Use it with Google Trends and you can also see which terms are trending over time. Wordtracker and Ubersuggest are also free, but if you want more functionality, paid keyword research tools might be the way to go. But don’t just use these tools – listen to social media conversations around your brand to discover popular phrases and frequently asked questions. It’s all part of keyword research. Selecting the best keywords for SEO is an ongoing process; you’ll need to add more and more keywords to your lists to maintain search engine rankings. Using language that is appropriate to your audience matters, but using synonyms and related terms will also help establish your authority to Google. Keyword research has changed a little, but ultimately the rules are the same: create quality content that is relevant to your audience. As your content spreads, your link profile will grow and so will your credibility in the eyes of Google. Page level keyword optimization To give search engine robots and humans a better understanding of your site, your site architecture also needs to make sense. This means placing keywords in the right place on a web page. Examples of where to place keywords and phrases: Page title tags. Every page should use unique keyword phrases to increase website relevance. Description tags. Think about what information your audience is looking for. In the main body of content. To further enhance the relevance of each page, use a variety of keyword phrases. Since Hummingbird, Google downgrades pages with too many duplicate keywords. Headings. Every heading should clearly explain the content to follow. Image and video alt tags. Include keywords so that search engines know what they represent. If you’re interested in learning more about this topic, then check out our post: The Latest Trends of On-Page Optimization