Common and Popular Roof Styles and Shapes

Asteroid Mining is Becoming a Reality - 1941 Words

The issue of asteroid mining used to seem out-of-this-world metaphorically and literally, but today, the issue is slowly becoming reality. As technology and research progress, the pros and cons of asteroid mining have become more apparent. One issue is the way minerals and metals from asteroids will be treated on the market because first, a company or industry must â€Å"claim† an asteroid as theirs for mining. Therefore the questions start appearing, is that ethical, moral, legal? By looking at the gasoline extraction industry and comparing it to the asteroid mining industry, hopefully it will give humanity a glimpse of what could happen if asteroid mining ensues. To better understand the asteroid mining industry, a brief understanding of how asteroids are composed and useful is essential. Asteroids are pieces of rock, mineral, and metal in a compact form. There are an indefinite amount of asteroids in our solar system today and about 9,000-10,000 known around Earth. The exploration of asteroids has found that they contain trillions of dollars worth of minerals and metals including gold, silver, platinum, iron, nickel, water, and hydrogen. These valuable metals, for example platinum, is available up to grades 100 ppm on asteroids, whereas the mines in South Africa contain 5 to 10ppm (Sonter.) Because of the amount of available resources and the quality at which the resources can be found are the obvious reasons why this industry may explode. Asteroid mining is the extraction ofShow MoreRelatedAsteroid Exploration And Utilization By George Botbyl1644 Words   |  7 Pagesis nearing depletion of its natural resources at a time when human beings are rapidly expanding the frontiers of space. The resources which may exist on asteroids could have enormous potential for aiding and enhancing human space exploration as well as life on Earth. With the possibly limitless opportunities that exist, it is clear that asteroids are the next step for human existence in space. The resources of the Earth are not infinite, in fact, some are depletable within the next several decadesRead MoreNasa Announced The End Of The Shuttle Program2109 Words   |  9 Pagespayloads are launched by Arianespace. There exists yet unrealized opportunities in commercial spaceflight. Virgin Galactic, SpaceX, and other companies are offering to fly tourists to space for hefty fees. As mining depletes supplies of rare metals and materials on earth, mining of asteroids and minor planets will become the only way to obtain these materials and will be a very lucrative endeavor Pricing/Cost The current cost of sending payloads into orbit is still quite high. When it was in operation

What Is Model-Dependent Realism

Stephen Hawking and Leonard Mlodinow discuss something called model-dependent realism in their book The Grand Design. What does this mean? Is it something they made up or do physicists really think about their work this way? What Is Model-Dependent Realism? Model-dependent realism is a term for a philosophical approach to scientific inquiry which approaches scientific laws based on how well the model does at describing the physical reality of the situation. Among scientists, this is not a controversial approach. What is a bit more controversial, is that model-dependent realism does imply that its somewhat meaningless to discuss the reality of the situation. Instead, the only meaningful thing you can talk about is the usefulness of the model. Many scientists do assume that the physical models which they work with represent the actual underlying physical reality of how nature operates. The problem, of course, is that scientists of the past have also believed this about their own theories and in almost every case their models have been shown by later research to have been incomplete. Hawking Mlodinow on Model-Dependent Realism The phrase model-dependent realism appears to have been coined by Stephen Hawking and Leonard Mlodinow in their 2010 book The Grand Design. Here are some quotes related to the concept from that book: [Model-dependent realism] is based on the idea that our brains interpret the input from our sensory organs by making a model of the world. When such a model is successful at explaining events, we tend to attribute to it, and to the elements and concepts that constitute it, the quality of reality or absolute truth. There is no picture- or theory-independent concept of reality. Instead we will adopt a view that we will call model-dependent realism: the idea that a physical theory or world picture is a model (generally of a mathematical nature) and a set of rules that connect the elements of the model to observations. This provides a framework with which to interpret modern science. According to model-dependent realism, it is pointless to ask whether a model is real, only whether it agrees with observation. If there are two models that both agree with observation ... then one cannot say that one is more real than another. One can use whichever model is more convenient in the situation under consideration. It might be that to describe the universe, we have to employ different theories in different situations. Each theory may have its own version of reality, but according to model-dependent realism, that is acceptable so long as the theories agree in their predictions whenever they overlap, that is, whenever they can both be applied. According to the idea of model-dependent realism ..., our brains interpret the input from our sensory organs by making a model of the outside world. We form mental concepts of our home, trees, other people, the electricity that flows from wall sockets, atoms, molecules, and other universes. These mental concepts are the only reality we can know. There is no model-independent test of reality. It follows that a well-constructed model creates a reality of its own. Previous Model-Dependent Realism Ideas Though Hawking Mlodinow were the first to give it the name model-dependent realism, the idea is far older and has been expressed by previous physicists. One  example, in particular, is the  Niels Bohr quote: It is wrong to think that the task of physics is to find out how Nature is. Physics concerns what we say about Nature.

The United States s Foreign Policy Essay - 1559 Words

Answering the question as to what postures serves â€Å"American interests† going into the future can be incredibly complex. The answer will vary depending on who you ask, and what they think the United States’s foreign policy goals should be. To ease the process of answering this question let us assume that I alone dictate what is good for the United States, and I will harbor no questioning of my judgement. There are four choices, or combination of choices, that were put forward in lecture that could be used to answer this question. Neo-Isolationism - A reimagining of the Western Hemisphere focused foreign policy that dominated American politics up until around the Spanish-American War in the late 19th century. Selective Engagement - A foreign policy that isn’t quite isolationist, but realizes that the United States cannot be the world’s police, and when we do decide to be involved in foreign engagements they should serve our interests as well as be debated by the public. Leadership in Cooperative Security - In other words depending a great deal on multilateralism, NATO, UN, etc. Deals with rogue states as needed, and occasionally gets involved in humanitarian crises. Primacy - To have the largest military, the ability to project in efficiently, and using it as you see fit while not worrying what unreliable allies might think about your actions. It focuses on larger threats(Russia, China, etc), but fails to adequately address what has warfare has morphed into(terrorism,Show MoreRelatedThe United State s Foreign Policy2078 Words   |  9 PagesJ. Lee Utter 11/19/14 American Foreign Policy Essay What will be the biggest future challenge for American foreign policy and what should be done to address it? Hypothesis: The United State’s foreign policy will make a shift in the coming years to focus more intently on suppressing individual groups that use terrorism as a political strategy, rather than focusing on specific and identifiable States as in the past. The organizations mentioned before will be using the Internet to coordinate attacksRead MoreTruman s Foreign Policy On President Of The United States2120 Words   |  9 PagesThroughout his tenure as the President of the United States, the public opinion of Harry S. Truman has varied wildly, from being beloved by most all the American population, to being opposed by that same populace a few short years later. Though his domestic policy certainly did not help him, Truman’s foreign policy, the most famous, or infamous, depending on how one looks at it, was the most influential with the public. The anti-communist fervor in the United States, coupled with a few other factors, ledRead MoreU.s. Bush s Administration On For eign Policy Over The Last Forty Years1717 Words   |  7 Pagesdefinition of unilateralism and its application to US foreign policy over the last forty years. In defining the term, this essay will leave aside the debate between the competing concepts of unilateralism and multilateralism, which has occupied extensive literature after the 9/11 attacks and the following military actions. The essay will  Definition of unilateralism (800 words) Meaning of unilateralism Unilateralism in american foreign policy Was Bush the first one? How long it has beenRead MoreForeign Policy, Reformed, And The United States1437 Words   |  6 PagesStefan Danilov Pol S 321 B Professor Robin Datta Response Paper 1, Prompt 1 October 18, 2015 Foreign Policy, Reformed Looking back at the history of the United States, we find ourselves in the midst of a revelation. The country of grandiose influence and excessive wealth, that we have come to know during our lifetimes, actually had quite humble beginnings. At a time when most of us are used to having most countries come to the US to inquire for help and assistance, we may not be all too aware thatRead MoreThe Impact Of Exceptionalism On The United States944 Words   |  4 PagesExceptionalism is neither new, as explained above, nor exclusive to the United States. Several historical actors, such as Great Britain, France and the former Soviet Union claimed exceptionalist ideas (Ignatieff, 2005; Holsti, 2010). The current U.S. President Obama also stresses a similar point by stating that â€Å"I believe in American exceptionalism, just as I suspect that the Brits believe in British exceptionalism and the Greeks believe in Greek exceptionalism† (Obama, cited in Ceaser, 2012, p.4)Read MoreTreatie s Against Terrorism And Aircraft Hijacking1200 Words   |  5 Pageswar. The Geneva convention was ratified by 189 countries including the United States. All countries involved have agreed to search for persons regardless of nationality to courts for trial who are reasonably accused of crimes. Kissinger worries that the ICC was vague and ran the risk of being used for political agenda. Roth assures him that in fact that the treaty s definition for war crimes follows closely to the Pentagon s very own military manuals as well as the Geneva convention. The fear thatRead MoreU.s. Foreign Policy Decisions716 Words   |  3 Pagesreasons.† (Kaufman pg. 3). Here Kaufman begins to unravel the differences between these two types of foreign policy. The extraordinary are the issues surrounding war, terrorist attacks, cyber warfare. The mundane, is as simple as the labels on your clothing, but as complex as who is allowed entry into the U.S.. These topics do not elicit as much of a rea ction, because as Kaufman argues â€Å"the foreign policy decisions that most people know about and follow closely are those that are extraordinary becauseRead MoreNational Security Structure Development in Steven Hook and John Spaniers Book, American Foreign Policy Since WWII807 Words   |  4 PagesSummary and Critical Evaluation of the Key Issues In Post-World War II National Security Structure Development Steven Hook and John Spaniers 2012 book titled â€Å"American foreign policy since WWII serves as one of the most important texts that can be used in understanding the underlying complexities on American foreign policies. Like the first readings that are analyzed in class (American Diplomacy by George Kennan and Surprise, Security, and the American Experience by John Lewis Gaddis), this textRead MoreMao Zedong Of The World Essay1657 Words   |  7 Pagesdecade. The Bush Doctrine vastly expanded what the United States deems a â€Å"vital interest†Ã¢â‚¬â€dragging preà «mptive action, unilateralism, and anti-terrorism under its umbrella. Democratizing nations plays a critical role in the strategy as well. A spirit of liberalism flows through the Doctrine, as it attempts to depose tyrannical dictators to ease relations between nations and foster democracy. It made naà ¯ve assumptions about nations’ foreign policy objectives. If a nation acted dictatorial at home,Read MoreThe Pursuit For World Domination1305 Words   |  6 Pagessatirically describing the pursuit for world domination as a â€Å"game† between coercive countries and highlighting the deceptive nature of these countries to win the â€Å"game†. Also through the use of satire, Twain cleverly emphasizes America’s poor foreign policy by depicting the viewpoint of potentially vulnerable countries, whom he refers to as â€Å"those sitting in darknes s†. Twain also effectively portrays America as being overly self-righteous by covertly challenging the â€Å"Blessings of Civilization† and

Essay on Creon in Sophocles and Anouilhs Antigone

Creon in Sophocles and Anouilhs Antigone In both plays, Creon sees himself as a passive agent rather than a villain, only acting out a predetermined set of instructions based upon certain laws and edicts. Creon tries to give the impression that he is not really in control; if it were up to him, as an individual, things would be different. Sophocles Creon tries to wash his hands of Antigones death by leaving her in a sealed cave. The gods will determine her fate, so he thinks. Anouilhs Creon goes so far as to admit the childish stupidity of his own decree. He even confides in Antigone that he is not certain which brothers body was buried. He insists, though, that once knowledge of her act is public, the matter is†¦show more content†¦At the conclusion, Creon has realized the transient nature, the folly of human endeavors. He bows his head in reverence to the gods and seeks their guidance. Order of a larger, more universal, nature is ultimately reaffirmed. The modern Creon does not repent. In fact he resumes his duties and seems scarcely affected by the bloody scene that surrounds him. Creon is aware of the absurdity of his role as ruler, but this is not a new discovery for him. To Creon, accepting absurdity is part of the natural progression of life. He made this concession when he became king, if not before. Antigone has reached that crucial moment where she must either surrender to life on its absurd terms or be destroyed. From Creons point of view, it is time for her to come of age. Creon counsels her to submit to his experience in these matters. Go to your room, he says. And she very nearly does. What changes her mind? Antigone realizes Creon has no personal moral center. If she submits to his will, the same fate awaits her. We know he was once a decent man, a patron of the arts, but now Creon clings to the State. Someone must steer the ship and he has tethered himself to the wheel. He no longer has the luxury of morality. He has become too addicted to the freedom and power of existing beyond good and evil to sever the cord that connectsShow MoreRelatedSophocles Antigone And Anouilh s Antigone : A Study Of Loyalty And Her Usefulness As A Character Essay2645 Words   |  11 PagesIsmene in Sophocles’ Antigone and Anouilh’s Antigone: a study in loyalty and her usefulness as a character Sophocles’ Antigone is a well-known Greek play, and Anouilh’s Antigone is a modern twentieth-century adaptation of it. Both deal with the aftermath of Antigone’s choice to go bury her brother Polyneices even though the king, Creon, has expressly forbidden the burial of the traitor brother. Antigone and Creon are of course the central characters, but Ismene, Antigone’s sister, is importantRead MoreRelationship Between Antigone and Creon1355 Words   |  6 PagesRelationship between Antigone and Creon Antigone is a play written by Sophocles. The genre of the play that Sophocles wrote was based on tragedy. It is one of the first plays that use tragedy. In the play a young girl named Antigone, stands up against her uncle Creon who is the king. She stands up for her rights, so that she can give a religious burial to Polynices. She was a girl with a lot of will power. This essay talks about the relationship between Antigone and Creon. This essay would contain paragraphsRead MoreThe Feminist Movement In SophoclesAntigone1340 Words   |  6 PagesThe largely neglected Sophoclean play of Antigone has been relaunched into contemporary critical discussion, this is largely through the emergence of the feminism movement and the critical theory resulting from it in the late 19th and early 20th century. The feminist movement is defined as â€Å"The advocacy of womens rights on the ground of the equality of the sexes.† Feminist centred reception of the text has often labelled Antigone as a feminist icon, the use of the word feminist is ambiguous. This

Change Management for Journal of Intellectual -myassignmenthelp

Question: Discuss about theChange Management for Journal of Intellectual Capital. Answer: Introduction Focus of this paper is to identify the issues related to change management and obstacles brought up by these at the time of conceiving, planning and implementing change in an organisation. At present time, organisations over industries are facing challenges in their operation that requires to be altered for gaining greater performance by developing greater workplace environment. These issues are further hindering in the process of change implementation. Hence, the research primarily developed on the ground of identification of the issues holding the organisation from implementing change. The important contributor in this field are Chapman and Ferjola, Bolman and Deal, and Kreitner and Kinicki, whos work will be of primary sources of knowledge. Moreover, several change management models available can be implemented for actualising systematic change in the organisation. Hence, the paper further evaluates the change management process and identifies the most effective change management model applicable for bringing change. Issues in change initiation Different scholars over time contributed in identifying the issues that are restricting the organisations from conceptualising, planning and implementing change. They proposed various perspectives on the issues and viewed it from different angles. Chapman and Ferolja Chapman (2001) argued the issue is a result of poor learning that develops imperfect mental model, which ultimately leads to their utilisation in the hazardous situation. The authors further pointed out that development of flawed mental model is comprised of the experiences gathered from the world. This can be compared with the abstract of the worlds experience. This again restricts the individuals to identify common issues in the organisation. The example of Moura Mine disaster used by the authors helps shedding light on the influence of mental model where the workers failed to identify the issues in the mines that resulted in the accident. Further focus has been given on the poor education received that contributes in development of flawed mental model. Kuipers et al. (2014) supported the impact of mental model in managers decision-making process. The managers attitude towards the change greatly influences the change planned. Hence, the change in the organisation is the direct result of managers perception. Possibility remains that the change brought in the organisation might be flawed. In other words, the change perceived by the decision maker with flawed mental model is likely to hold no rational and the actual need of change. Hence, the direction of change itself might be flawed in tat case. Additionally, the change necessary in the organisation is often overlooked due to the less experience of the managers. This concludes the validity of Chapman and Feroljas perception and influence of mental model in change management. Bolman and Deal (1991) on the other hand denied the concept of mental model and its impact on change management. According to their concept, experience acquired by the managers may not always be proportional with the quality of decision made in change management. They commented that highly experienced managers could also overlook the issues in the organisation. This is further related to the cluelessness. The managers might think of some issues as common factors that might have greater implication in reality. Ramazani and Jergeas (2015) opposes the idea and communicates that the greater experience brings greater visibility to identify success as the experience gained helps the managers in identifying and comparing issues from a multiple perspectives. However, Bolman and Deal (1991) in their four-frame model highlighted the influential factors that influence thinking pattern of the managers. They are structural, human resources, political and symbolic factors. Structure is the focus o f a manager in prioritising organisational structure in the process. Manager considering human resource on the other hand focuses on understanding of people involved in the organisation. Political on the other hand helps focusing on the views the competitive areas of the organisation, and lastly the symbolic factors focus on the meaning and faith. Hence, an experienced manager requires to has greater understanding and consider the entire mentioned factor in identifying requirement of change, as well as planning and implementation of change required. Hence, manager with experience in particular frame is likely to fail making necessary decision that hinders the change management process. Kreitner and Kinicki (2006) further related the issues in change management and individual development. These individuals can be both managers and employees. Hence, success of a change depends on both the parties involved. The authors identified six individual perceptions that resist change in an organisation. These factors are adaptability to change, fear of change, and fear of failure, job insecurity, peer pressure and success. These factors have greater influence over the change conception, planning and implementation. Negative perception in these factors can potentially hinder in organisational change. Important change strategies Number of scholars has proposed various models for implementing and managing change in the organisation. This provides opportunity for the organisations to adopt necessary change management strategy according to the organisational need. The models that are widely use by the management of contemporary organisations are namely Lewins model, Kotters Eight Step model and Organisational Development model. Lewins model on change identifies three primary stages of change that an organisation undergoes during the change process. The stages as mentioned by Lewin are unfreezing, changing and refreezing. The firs stage identifies the need of change and formulates the idea of change the organisation will be directed towards. Change is the second change in Lewins model, which is the planning and actualisation stage of change. Lastly, the change is stabilised in the freezing stage where the management marks the benefits being achieved for stabilising he change and make it permanent (Shirey 2013). However, scholars like Hossan (2015) criticises Lewins model of change due to its over-simplified structure. According to the author, the model proposed by Lewin hardly identifies the necessary phases of change and puts them under three broad phases that barely defines he change in the organisation. The second common model of change prioritised by the organisations is the Kotters eight-stage model of change. Many scholars like Neumeier (2013) recognises this model of change as the modified Lewins model of change. The stages recommended by Kotter through which an organisation goes are building urgency, creating guiding coalition, development of vision and strategy, communication of change vision, empowerment broad-based actions, generate short term wins, consolidate gains and produce greater change, and lastly to finalising new change in the organisation. The model proposed by Kotter provides greater understanding to the management of an organisation and helps them in recognising act ions required to bring change in the organisation. Last important model of change available and mostly utilised by the organisation is the organisational development. This is the most complex change management model, which interests the organisation. This is comprised with four inter related stages. They are diagnosis, intervention, evaluation and feedback (Kreitner and Kinicki 2006). The feedback is again associated with every single stage of the organisational development model. The diagnosis stage identifies the problem prevailing in the organisation, which is followed by the feedback. The next stage is to identify the change required in the organisation that will satisfy the need. This is again evaluated in respect to the diagnosis conducted earlier. The last stage is the evaluation that recognises the effectiveness of change implemented in the organisation, which again undergoes feedback to recognise its synchronisation with the earlier stages. Both the Kotters model and organisational development model shows high level of efficiency in bringing and managing change. However, the complexity and cost of implementation of organisational development model is comparatively higher, which makes Kotters eight-stage model more preferable to the organisations. Conclusion The argumentative discussion conducted above can conclude that there are various hindrance, which significantly influence change in the organisation. The issues can distract the management from identification of the change required and mislead the operations. However, implementation of Kotters model can successfully guide the organisation in implementation of change starting from the identification of the change required that is compromising the performance. Reference Bolman, L.G. and Deal, T.E., 1991. Reframing organizations. Chapman, J.A. and Ferfolja, T., 2001. Fatal flaws: the acquisition of imperfect mental models and their use in hazardous situations.Journal of Intellectual Capital,2(4), pp.398-409. Hossan, C., 2015. Applicability of Lewins change management theory in Australian local government.International Journal of business and Management,10(6), p.53. Kinicki, A. and Kreitner, R., 2006.Organizational behavior: Key concepts, skills best practices. Columbus, OH: McGraw-Hill/Irwin. Kuipers, B.S., Higgs, M., Kickert, W., Tummers, L., Grandia, J. and Van der Voet, J., 2014. The management of change in public organizations: A literature review.Public administration,92(1), pp.1-20. Neumeier, M., 2013. Using Kotter's change management theory and innovation diffusion theory in implementing an electronic medical record.Canadian Journal of Nursing Informatics,8(1-2). Ramazani, J. and Jergeas, G., 2015. Project managers and the journey from good to great: The benefits of investment in project management training and education.International Journal of Project Management,33(1), pp.41-52. Shirey, M.R., 2013. Lewins theory of planned change as a strategic resource.Journal of Nursing Administration,43(2), pp.69-72.

Consumer Behavior Study Notes free essay sample

Consumer Behaviour: the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumer behaviour is a process Buyer behaviour: the interaction between consumers and producers at the time of purchase. * Exchange (two or more organizations or people give and receive something of value) is an integral part of marketing Consumer behaviour involves many different actors Purchaser and the user of a product may not necessarily be the same person * Another person can also act as an influencer when providing recommendations for or against certain products without actually buying or using them Segmenting Consumers Market Segmentation: process of identifying groups of consumers who are similar to one another in one or more ways and devising marketing strategies that appeal to one or more groups Demographics: statistics that measure observable aspects of a population (i. e. birth rate, age distribution, income, etc. * Changes and trends revealed in demographic studies are of great interest to marketers since it can be used to locate and predict the sizes of markets * Markets can usually be segmented by age, gender, family structure, social class and income, ethnicity, geography, and lifestyles Chapter 2: Perception Exposure Exposure: the degree to which people notice a stimulus that is within range of their sensory receptors Sensory Thresholds Psychophysics: the science that focuses on how the physical environment is integrated into our personal, subjective world The absolute threshold Absolute threshold: the minimum amount of stimulation that can be detected on a sensory channel The differential threshold Differential threshold: the ability of a sensory system to detect changes in a stimulus or differences between the two stimuli Just noticeable difference (JND): the minimum change in a stimulus that can be detected * The ability to detect a difference between two stimuli is the relative difference between the decibel level of the message and its surroundings Weber’s Law The stronger the initial stimulus, the greater its change must be for it to be noticed K= ? II where: K = the constant increase or decrease necessary for the stimulus to be noticed (this varies across the senses) ?I = the minimal change in intensity of the stimulus required to be just noticeable to the person (JND) I = the intensity of the stimulus before the change occurs * Retailers generally use a markdown rule of at least 20% to make an impact on shoppers Subliminal Perception * Another word for â€Å"threshold† is limen and stimuli that fall below the limen are called subliminal Subliminal perception: occurs when the stimulus is below the level of the consumer’s awareness Subliminal techniques Embeds: tiny figures that are inserted into magazine advertising by using high speed photography or airbrushing (supposedly exert strong but unconscious influences on innocent readers) Does subliminal perception work? Evaluating the evidence Factors why subliminal messages do not work: 1. There are wide individual differences in threshold levels. For a subliminal message to affect all individuals, it must be able to target ALL thresholds (which is impossible) 2. Advertisers cannot control the consumer’s position and distance from the screen (not everyone will have the same amount of exposure) 3. Consumers must pay absolute attention to the stimulus (not everyone does, most people are distracted) 4. Even if there is an effect, it only operates on a general level (can’t get a specific message out) Attention Attention: the extent in which the brain’s processing activity is devoted to a particular stimulus Multitask: the ability to process information from more than one medium at a time Perceptual sensitivity: process in which people attend to only a small portion of the stimuli to which they are exposed Personal selection factors Perceptual vigilance: consumers are more likely to be aware of stimuli that relate to their current needs (i. e. if you are hungry†¦ you will notice more food signs) Perceptual defence: people see what they want to see – and don’t see what they don’t want to see. If a stimulus is threatening to us in some way, we may not process it or we may distort its meaning so that it is more acceptable (i. e. smokers ignoring the warning on the cigarette package) Adaptation: the degree to which consumers continue to notice a stimulus over time (the more exposed to are, the less sensitive you are to it) Factors leading to adaptation: * Intensity (less intense stimuli habituate because they have less of a sensory impact) * Duration (stimuli that require lengthy exposure to be processed tend to habituate because they require a long attention span) * Discrimination (simple stimuli tend to habituate because they do not require attention to detail) * Exposure (frequently encountered stimuli tend to habituate as the rate of exposure increases) * Relevance (stimuli that are irrelevant or unimportant will habituate because they fail to attract attention) Stimulus selection factors Factors that allow stimuli to be noticed: * Size * Colour * Position * Novelty (stimuli that appear in unexpected ways or places tend to grab attention) Chapter 3: Learning Memory Learning: relatively permanent change in behavior that is caused by experience. Incidental learning: unintentional acquisition of knowledge. Behavioural Learning Theories Behavioral Learning Theories: assume learning takes place because of responses to external events. Classical Conditioning Classical conditioning: when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time this 2nd stimulus (UCS) causes a similar response because it is associated with the first stimulus (CS). Unconditional stimulus (UCS): a stimulus naturally capable of causing a response (i. e. flavouring) Conditioned stimulus (CS): a stimulus that causes a response because of a learned association (i. e. bell) Conditioned response (CR): a new or modified response elicited by a stimulus after conditioning (i. . drool) Repetition * Repeated exposures increase the strength of stimulus-response associations and prevent the decay of these associations in memory * Most effective repetition strategy seems to be a combination of spaced exposures that alternate in terms of media that are more or less involving * Lack of association can be due to extinction (when the effects of a prior conditioning are reduced and finally disappear) Adv ertising wearout: repeated similar advertisements will lead to consumers tuning out Stimulus generalization Stimulus Generalization: tendency of stimuli similar to CS to evoke similar conditioned responses Masked branding: strategy used to deliberately hide a product’s true origin Applications: * Family branding (capitalize on the repetition of a company name) * Product line extensions (related products are added to an established brand) * Licensing (well-known names are rented by others) * Look-alike packaging (distinctive packaging designs create strong associations with a particular brand) Stimulus discrimination Stimulus Discrimination: stimulus similar to CS is not followed by a UCS -gt; causes weakened reactions Instrumental Conditioning Instrumental Conditioning: known as operant conditioning, individual learns to perform behaviors that produce positive outcomes and avoids negative ones. There are 4 types: positive/negative reinforcement, punishment, extinction Shaping: process of rewarding intermediate actions (i. e. customers are rewarded with discounts in hopes of them coming for a second visit)