My Favorite Horse Show Essays -- Personal Narrative, descriptive essay

As the first rays of the sun peak over the horizon, penetrating the dark, buggy light illuminates the mist rising up from the ground, forming an eerie, to the highest degree surreal landscape. The ground sparkles, wet with dew, and while walking from the truck to the barn, my riding boots soak it in. The crickets relieve chirp, only when slower now. They know that daytime fast approaches. Sounds, the soft rustling of hooves, a snort, and from far down the aisle a sharp whinny that begs for breakfast, inform me that the crickets are not the only ones preparing for the day. Sliding the barn doors open, I step into a warm, comforting environment. Musty straw mingles with the sharp aroma of pine shavings, complementing each other. A warm glow from sporadically placed candent lightbulbs richens the leather tack, all cleaned and hanging ready for the days use. From it wafts the smell of a new pair of shoes. The fruity essence of Show Sheen, applied after yesterdays baths, still lingers in the air. Even the harsh stinging scent of urine and manure is welcome at this early morning hour. Breaking open a collect of hay, I sense the sweetness of the dried timothy as it engulfs my olfactory system, making me wish my queasy stomach had not made me skip breakfast. I am nervous, as are many others. I know that the day ahead will bring excitement, dread, triumph, and defeat. The unpredictable nature of sawbuck shows causes frenzied questions, bid salmon spawning, to run constantly though my mind. Will the judge like my own particular style? What if the red flowers bordering the first jump spook my horse? What if a piece of paper on the ground blows into the ring? Will this horse show be a success? The outcome depends not middling on me but a... ... to the barn, friends and family echo congratulations and good for you. The feeling of accomplishment as I dismount amidst all of Hartwoods magic erases any doubts of earlier. Now we essential pack . Our gear slowly fills the trucks, until finally, only the tack trunks remain. As I hold my ribbons, my gaze shifts to the showgrounds, almost deserted now, a forgotten battlefield with only the last stragglers searching for forgotten treasures, until I close my eyes and all of Hartwoods splendor flashes before me. Silently I say good bye. Laying my ribbons gingerly into my tack trunk, I straighten every wrinkle, smoothing them with my fingertips, almost caressing. Lowering the lid, I see their bright colors fade into the deep black darkness. Blues, reds, greens, soak in the smell of the neighboring leather, all tucked in, prepared for the long ride home.

Dance In The Early Twentieth Century Essay -- history of jazz

The hi bilgewater of Jazz music is one that is tied to enslavement, and prejudices, and it is impossible to separate the development of Jazz music from the racial oppression that occurred in the join States as they are inextricably connected. Slavery was a part of our countrys development that is shameful and yet, lead to some of the greatest musical advances of the 20th century. Slavery in the United States first began in 1619 when Dutch traders seized a Spanish slave ship and brought those aboard to the coupling American colony of Jamestown, Virginia. When the North American continent was first colonized by Europeans, the vast land proved to be more(prenominal) work than they had anticipated and there was a gruelling shortage of labor. Land owners needed a solution for cheap and plentiful labor to help with the production of profitable crops such as tobacco and rice. Although some land owners already made use of indentured servants- poor youth from Britain and Germany who sou ght passage to America and would be contracted to work a minded(p) number of years before they were granted freedom- they soon realized that in order to continue expansion they would need to employ more labor. This meant bringing more people over from Africa against their own will, almost depleting the African continent of its healthiest and most capable men and women (Slavery in America, 2009). Individuals with African origins were not English by birth, quite they were considered foreigners and outside English Common Law and were not granted equal rights. Many slave owners intended to make their slaves completely dependent on them and tabu them from learning to read or write. The oppression of black slaves was on the rise and many sources estimate that nearly twelv... ...ca (2006, August) Scholastic.com. Retrieved April 20, 2014, from http//teacher.scholastic.com/activities/bhistory/history_of_jazz.htm6) Peretti, B. W. (1992). White Jazz Musicians of the 1920s. The creation of jazz music, race, and ending in urban America. Urbana University of Illinois Press.7) Scaruffi, P. (2005, January 1). A History of Jazz Music. A History of Jazz Music. Retrieved April 26, 2014, from http//www.scaruffi.com/history/jazz1.html8) Slavery in America. (2009, January 1). History.com. Retrieved April 17, 2014, from http//www.history.com/topics/black-history/slavery9) Stearns, M. W., & Stearns, J. (1968). Jazz dance the story of American vernacular dance. New York Macmillan.10) White, S., & White, G. J. (2005). The sounds of slavery discovering African American history through songs, sermons, and speech. Boston Beacon Press.

Culture and Identity Essay -- Cultural Identity Essays

Culture and identicalness operatorCulture and identity could have many divergent definitions. Culture to me is what made you the person that you are today. The background and history of a person that is the reason of who they are and what they stand for. Identity to me is the certain characteristics that belong to a person that wreaks them different from everyone else on this planet. The world with no refining or a lack of identity would be a rather boring place. Identity and culture are what makes this world an interesting place, there is a distinct relationship between identity and culture and one without the other they could not exists. In the essay Real Indians Eat jello by Laurie Carlson, it seems that she has trouble finding her own identity and culture. Carlson a native american living in a jab park in Montana wants to know more of her culture to try to give herself an identity. Carlson states Indian kids are supposed to live in commodious open spaces, in deserts or for ests. They have horses and coyotes and wise grandparents (Carlson par. 2). Instead of making her own identity and learning about her culture now, she wants have the identity of someone else, she wants the identity of Indians from hundreds and hundreds of years ago. She looks to her grandmother for culture and does not like what her grandmother has to say, Carlson wants to hear stories of beadwork and tales of coyotes while her grandmother while her grandmother taps her primrose passion colored nails to the song on the radio and tells her Honey, be yourself(Carlson par. 7). Personally that is the best answer anyone could give a child who is looking to make an identity for themselves, because an identity is who you are and who you are is everything. Also Carls... ...more successful than my parents just like they were more successful thusly my grandparents and like my grandparents were more successful then my great-grandparents. My community culture growing up has given me the disfr anchisedworking, go getting attitude that I need in life to grow up to be a successful person in this world. Culture and identity have a very close knit relationship between them. A persons culture helps them to determine their identity in life. Without knowing your own culture, weather it be a poor indian growing up in a trailer park or a rich white boy growing up in a huge house, your identity would be very hard to determine. A persons culture is the main part of a persons identity, and without knowing your culture it would be hard to figure out ones identity. Works CitedCarlson, Laurie. Real Indians Eat Jell-O. Northern Lights. (Spring 1993).

Piece Of The Pie :: essays research papers

Piece of the PieMoney is an important issue for al intimately all college students. Very few are gilt sufficient not to have the financial burdens of tuition, housing, and food interferewith their academic initiatives. Some students have parents that are wealthyenough to cover all of the cost of college. Other students are given financialaid from the university that they attend. If necessary, students can get jobs tohelp differ the costs. There are no restrictions put on most students as towhere they can work, or how much they can earn. Most students have this freedom,but varsity athletes with scholarships attending Division I schools do not. TheNational collegiate Athletic Association, the governing body of collegiateathletics, restricts these athletes from having jobs. Even though theseathletes would have a hard time make room for a job amongst practices, meetingsand games, they are not even given the opportunity to do so because of the NCAAregulations. These regulations are es tablish on the fear that athletes could beemployed by affiliates of the university, who could take in the best athletes byunjustifiably paying them extraordinary salaries. While this may be a validconcern, the regulations are most often carried out to light-headed lengths whichultimately do not serve the purpose they are intended to have. For example,Northwestern University has an aspiring young actor named Darnell Autry who alsohappens to be the starting rill back for the Universitys football team.Darnell was offered a role, based entirely on his acting abilities, in a majornetworks sitcom. The NCAA nearly forbid him from accepting this offer based onthe regulations against athlete employment. Darnell was eventually allowed toaccept the job, however, the NCAA did not allow him to get paid for his work.They reasoned that the cost of the flight out of Chicago was payment enough forDarnell. As in Darnells case, the regulations cause more problems then theyprevent.The prospect of th e money waiting for many athletes, like Darnell, whenthey leave college, leads them to abandon their education and head back-to-back forthe professional leagues. Some athletes, like Shawn Kemp or Kobe Bryant, skipcollege entirely. Kemp and Bryant both went directly from high school to theNational Basketball Association, and are currently qualification millions of dollars ayear. Other athletes, such as Stephon Marbury, Allen Iverson, Marcus Camby,Terry Glen, and Tim Biakabatuka, all college phenomenons from basketball andfootball, skip as many as three of their remaining college years. The lure offame and fortune is making more and more athletes leave college early each year.

The Last Samurai Essay -- essays research papers

The idea of honor is different to many people. The dictionary defines honor as, That which rightfully attracts esteem, respect, or consideration self-respect gravitas courage fidelity especially, excellence of character high moral worth virtue nobleness specifically, in men, integrity uprightness trustworthiness in women, purity chastity. 1913 Webster. save in the film The Last Samurai, the idea of honor seems to differ between the different people in each culture.The Americans equate honor with how many battles get down been won. Not necessarily how the battles are won. We are introduced to the idea of American culture changing the Nipponese way by first being shown the Japanese get advanced weaponry from the Americans. Nathan Algren, played by Tom Cruise was revered with utmost respect for his victories in the civil war and against the Indians. However through step forward those battles many innocent people were killed. These facts however did not stop the American governmen t from awarding him many medals of Honor, and thus leading to his recruitment by the Japanese emperor to train his armies. No medals however could stop the nightmares that Algren would have every night as he replayed the dishonorable things he had done in recent battles.The Japanese people were attempting to begin adapting to a western style of life. The government tried to take the samurai way of life out...

The Last Samurai Essay -- essays research papers

The idea of honor is different to many flock. The dictionary defines honor as, That which rightfully attracts esteem, respect, or consideration self-respect dignity courage faithfulness especially, excellence of character high moral worth virtue nobleness specifically, in men, integrity uprightness trustworthiness in women, purity chastity. 1913 Webster. However in the fritter away The Last Samurai, the idea of honor seems to differ between the different people in each culture.The Americans equate honor with how many battles have been won. Not necessarily how the battles are won. We are introduced to the idea of American culture changing the Japanese way by first being shown the Japanese buying advanced blazonry from the Americans. Nathan Algren, played by Tom Cruise was revered with utmost respect for his victories in the civil war and against the Indians. However through out those battles many free people were killed. These facts however did not stop the American government f rom awarding him many medals of Honor, and thus leading to his recruitment by the Japanese emperor to appurtenance his armies. No medals however could stop the nightmares that Algren would have every night as he replayed the dishonorable things he had done in past battles.The Japanese people were attempting to begin adapting to a western style of life. The government tried to take the samurai way of life out...

Zoe’s Tale PART II Chapter Fourteen

No, youre exempt too low, I said to Gretchen. Its making you flat. You need to be a none higher or something. Like this. I sing the part I wanted her to sing.I am singing that, Gretchen said.No, youre singing lower than that, I said.Then youre singing the malign note, Gretchen said. Because Im singing the note youre singing. Go a boss, sing it.I cle atomic number 18d my throat, and sang the note I wanted her to sing. She matched it perfectly. I stopped singing and listened to Gretchen. She was flat.Well, nuts, I said.I told you, Gretchen said.If I could pull up the vocal for you, you could hear the note and sing it, I said.If you could pull up the song, we wouldnt be trying to sing it at every(prenominal), Gretchen said. Wed redress listen to it, ilk fine-tune world beings.Good point, I said.Theres postal code good ab bring out it, Gretchen said. I swear to you, Zoe. I knew coming to a colony world was going to be hard. I was ready for that. But if I knew they were going to take my PDA, I competency permit scarcely stayed bum on Erie. Go a headroom, c either me sh seize.Shallow, I said.Now tell me Im wrong, Gretchen said. I dare you.I didnt tell her she was wrong. I knew how she felt. Yes, it was shallow to admit that you missed your PDA. But when youd spent your livelong life subject to call up every(prenominal)thing you wanted to amuse you on a PDA symphony, shows, books and friends when you had to part with it, it made you miser up to(p). Really miserable. Like trapped on a defect island with nothing scarce coconuts to bang together miserable. Because in that respect was nothing to replace it with. Yes, the Colonial Mennonites had brought their own small library of printed books, but most of that consisted of Bibles and agricultural manuals and a few classics, of which Huckleberry Finn was champion of the more recent volumes. As for popular music and entertainments, well, they didnt much truck with that.You could tell a few of the C olonial Mennonite teens thought it was louche to watch the rest of us go through entertainment withdrawal. Didnt seem very Christian of them, I m early(a) to say. On the other hand, they werent the singles whose lives had been drastically alter by landing on Roanoke. If I were in their shoes and watching a whole bunch of other heap whining and moaning about how horrible it was that their toys were taken a fashion, I might disembodied spirit a little smug, too.We did what people do in situations where they go without We ad on the noseed. I hadnt read a book since we landed on Roanoke, but was on the waiting list for a bound copy of The Wizard of Oz. There were no recorded shows or entertainments but Shakespeare never fails in that location was a readers theater performance of Twelfth Night planned for a week from Sunday. It promised to be fairly gruesome Id heard some of the read-throughs but Enzo was recital the part of Sebastian, and he was doing well enough, and truth be told it would be the first time I would have ever experienced a Shakespeare play or any play other than a school pageboyant live. And its not like there would be anything else to do anyway.And as for music, well, this is what deceaseed Within a couple on days of landing a few of the colonists hauled out guitars and accordions and hand drums and other such(prenominal) instruments and swallowed trying to play together. Which went horribly, because nobody knew anyone elses music. It was like what happened on the Magellan. So they started teach each other their songs, and consequently people showed up to sing them, and then people showed up to listen. And thus it was, at the very tail end of space, when no one was looking, the colony of Roanoke reinvented the hootenanny. Which is what Dad called it. I told him it was a stupid name for it, and he said he agreed, but said that the other word for it wingding was worse. I couldnt argue with that.The Roanoke Hootenanners (as they were now calling themselves) took requests but only if the person requesting sang the song. And if the musicians didnt whap the song, youd have to sing it at least a couple of times until they could figure out how to fake it. This led to an interesting development singers started doing a cappella versions of their favorite songs, first by themselves and increasingly in groups, which might or might not be accompanied by the Hootenanners. It was suitable a point of pride for people to show up with their favorite songs already arranged, so everyone else in the audience didnt have to suffer through a mass of dry runs before it was all listenable.It was safe to say that some of these arrangements were more arranged than others, to get it politely, and some folks sang with the same vocal control as a cat in a shower. But now, a couple of months after the hootenannies had begun, people were beginning to get the hang of it. And people had begun coming to the hoots with new songs, arr anged a cappella. One of the most popular songs at the recent hoots was allow Me Drive the Tractor the tale of a colonist being taught to drive a manual tractor by a Mennonite, who, because they were the only ones who knew how to operate noncom seaterized farm machinery, had been put in charge of planting crops and teaching the rest of us how to use their equipment. The song ends with the tractor going into a ditch. It was based on a true story. The Mennonites thought the song was pretty funny, regular(a) though it came at the cost of a wrecked tractor.Songs about tractors were a long way from what any of us had been listening to before, but then, we were a long way from where any of us were before, in any intellect, so maybe that fit. And to get all sociological about it, maybe what it meant was that cardinal or fifty standard years down the line, whenever the Colonial Union stubborn to let us get in contact with the rest of the human race, Roanoke would have its own distinct musical form. Maybe theyll call it Roanokapella. Or Hootenoke. Or something.But at this particular moment, all I was trying to do was to get the right note for Gretchen to sing so she and I could go to the next hoot with a halfway decent version of Delhi Morning for the Hootenanners to pull up on. And I was failing miserably. This is what it feels like when you realize that, despite a song being your favorite of maybe all time, you dont actually go to bed every little nook and cranny of it. And since my copy of the song was on my PDA, which I could no longer use or plane had anymore, there was no way to correct this problem.Unless. I have an idea, I said to Gretchen.Does it involve you learning to sing on key? Gretchen asked.Even better, I said.Ten minutes by and by we were on the other side of Croatoan, stand in front of the villages information center the one place on the entire planet that youd still nonplus a functioning piece of electronics, because the inside was desig ned to completely block any radio or other signals of any sort. The technology to do this, sadly, was disused enough that we only had enough of it for a converted cargo container. The good news was, they were making more. The bad news was, they were only making enough for a medical bay. Sometimes life stinks. Gretchen and I walked into the receiving area, which was pitch black because of the signal-cloaking material you had to close the outer entre to the information center before you could open the inner door. So for about a game and a half it was like being swallowed by grim, black, featureless death. Not something Id recommend.And then we opened the inner door and found a geek inside. He looked at the both of us, a little surprised, and then got that no look.The answer is no, he said, confirming the look.Aw, Mr. Bennett, I said. You dont even know what were going to ask.Well, lets see, said Jerry Bennett. Two teenage girls daughters of the colony leaders, incidentally just happen to walk into the only place in the colony where one could play with a PDA. Hmmm. Are they here to beg to play with a PDA? Or are they here because they enjoy the company of a chunky, old man? This is not a hard question, Miss Perry.We just want to listen to one song, I said. Well be out of your hair in just a minute.Bennett sighed. You know, at least a couple times a day someone just like you gets the bright idea to go down in here and ask if I could just let them borrow a PDA to watch a movie, or listen to some music or read a book. And, oh, itll just take a minute. I wont even notice theyre there. And if I say yes, then other people leave alone come in asking for the same time. Eventually Ill spend so much time helping people with their PDAs that I wont have time to do the roleplay your parents, Miss Perry, have assigned me to do. So you tell me What should I do?Get a lock? said Gretchen.Bennett glanced everywhere to Gretchen, sourly. Very amusing, he said.What are you doing for my parents? I asked.Your parents are having me slowly and painstakingly locate and print every single Colonial Union administration memo and file, so they can interest to them without having to come in here and bother me, Bennett said. In one sense I appreciate that, but in a more immediate sense Ive been doing it for the last three days and Im likely to be doing it for another four. And since the printer I have to flow with jams on a regular basis, it does actually imply someone to pay attention to it. And thats me. So there you have it, Miss Perry Four years of technical education and twenty years of professional work have allowed me to become a printer monkey at the very ass end of space. Truly, my lifes goal has been achieved.I shrugged. So let us do it, I said.I beg your pardon, Bennett said.If all youre doing is making sure the printer doesnt jam, thats something we could do for you, I said. Well work for you for a couple of hours, and in exchange you let us use a couple of PDAs while were here. And then you can do whatever else you need to do.Or just go have lunch, Gretchen said. storm your wife.Bennett was silent for a minute, considering. Offering to actually help me, he said. No ones tried that tactic before. Very sneaky.We try, I said.And it is lunchtime, Bennett said. And it is just printing.It is, I agreed.I meditate if you mess things up horribly it wont be too bad for me, Bennett said. Your parents wont punish me for your incompetence.Nepotism working for you, I said.Not that there go forth be a problem, Gretchen said.No, I agreed. Were excellent printer monkeys.All right, Bennett said, and reached across his worktable to grab his PDA. You can use my PDA. You know how to use this?I gave him a look.Sorry. Okay. He punched up a queue of files on the display. These are files that need to go through today. The printer is there he motioned to the far end of the worktable and the paper is in that bin. generate it into the printer, stack the finished documents next to the printer. If it jams, and it will, several times, just yank out the paper and let it autofeed a new one. Itll automatically reprint the last page it was working on. While youre doing that you can sync up to the Entertainment archive. I downloaded all those files into one place.You downloaded everyones files? I asked, and felt ever so slightly violated.Relax, Bennett said. merely public files are accessible. As long as you encrypted your private files before you turned in your PDA, like you were told to, your secrets are safe. Now, once you access a music file the speakers will kick on. Dont turn them up too high or you wont be able to hear the printer jam.You have speakers already decide up? Gretchen asked.Yes, Miss Trujillo, Bennett said. Believe it or not, even chunky middle-aged men like to listen to music.I know that, Gretchen said. My dad loves his.And on that ego-deflating note, Ill be off, Bennett said. Ill be back in a couple of hour s. Please dont destroy the place. And if anyone comes in asking if they can borrow a PDA, tell them the answer is no, and no exceptions. He set off.I hope he was being ironic there, I said.Dont care, Gretchen said, and grabbed for the PDA. Give me that.Hey, I said, hold uping it away from her. First things first. I set up the printer, queued the files, and then accessed Delhi Morning. The opening strains flowed out of the speakers and I soaked them in. I swear I almost cried.Its amazing how badly you remembered this song, Gretchen said, about halfway though.Shhhhh, I said. Heres that part.She aphorism the expression on my face and kept quiet until the song was done.Two hours is not enough time with a PDA if you havent had access to one in months. And thats all Im going to say about that. But it was enough time that both Gretchen and I came out of the information center feeling just like wed spent hours soaking in a nice hot bath which, come to sound off of it, was something that we hadnt done for months either.We should keep back this to ourselves, Gretchen said.Yes, I said. Dont want people to bug Mr. Bennett.No, I just like having something over everyone else, Gretchen said.There arent a luck of people who can carry off petty, I said. Yet someway you do.Gretchen nodded. Thank you, madam. And now I need to get back home. I promised Dad Id weed the vegetable garden before it got dark.Have fun grow in the dirt, I said.Thanks, Gretchen said. If you were feeling nice, you could al ways offer to help me.Im working on my evil, I said.Be that way, Gretchen said.But lets get together after dinner party tonight to practice, I said. Now that we know how to sing that part.Sounds good, Gretchen said. Or will, hopefully. She waved and headed off toward home. I looked just about and decided today would be a good day for a walk.And it was. The sun was up, the day was bright, particularly after a couple of hours in the light-swallowing information center, and Roanok e was deep into spring which was really pretty, even if it turned out that all the native blooms smelled like rotten meat dipped in sewer sauce (that description courtesy of Magdy, who could string together a show now and then). But after a couple of months, you stop noticing the smell, or at least accept theres nothing you can do about it. When the whole planet smells, you just have to deal with it.But what really made it a good day for a walk was how much our world has changed in just a couple of months. John and Jane let us all out of Croatoan not too long after Enzo, Gretchen, Magdy and I had our midnight jog, and the colonists had begun to sound into the countryside, twist homes and farms, helping and learning from the Mennonites who were in charge of our first crops, which were already now growing in the fields. They were genetically engineered to be fast-growing wed be having our first harvest time in the not too far future. It looked like we were going to survive after all. I walked past these new houses and fields, waving to folks as I went.Eventually I walked past the last homestead and over a small rise. On the other side of it, nothing but grass and crotch hair and the forest in a line to the side. This rise was destined to be part of another farm, and more farms and pastures would cut up this little valley even further. Its funny how even just a couple thousand humans could start to change a landscape. But at the moment there was no other person in it but me it was my private spot, for as long as it lasted. Mine and mine alone. Well, and on a couple of occasions, mine and Enzos.I laid back, looked up at the clouds in the sky, and smiled to myself. Maybe we were in hiding at the farthest reaches of the galaxy, but right now, at this moment, things were pretty good. You can be happy anywhere, if you have the right point of view. And the ability to ignore the smell of an entire planet.Zoe, said a voice behind me.I jerked up and then saw hickor y and Dickory. They had just come over the rise.Dont do that, I said, and got up.We wish to speak to you, hickory said.You could do that at home, I said.Here is better, hickory tree said. We have concerns.Concerns about what? I said, and rose to look at them. Something wasnt quite right about either of them, and it took me a minute to figure out what it was. wherefore arent you wearing your consciousness modules? I asked.We are concerned about the increasing risks you are taking with your safety, hickory tree said, answering the first but not the second of my questions. And with your safety in a familiar sense.You mean, being here? I said. Relax, hickory tree. Its broad daylight, and the Hentosz farm is just over the heap. Nothing bad is going to happen to me.There are predators here, Hickory said.There are yotes, I said, naming the dog-sized carnivores that wed found lurking around Croatoan. I can handle a yote.They move in packs, Hickory said.Not during the day, I said.You do not only come here in the day, Hickory said. Nor do you always come alone.I flushed a bit at that, and thought about getting angry with Hickory. But it wasnt wearing its consciousness. Getting angry with it wouldnt do anything. I thought I told the dickens of you not to follow me when I want to have some private time, I said, as evenly as I could.We do not follow you, Hickory said. But neither are we stupid. We know where you go and with whom. Your lack of care is putting you at risk, and you do not always allow us to accompany you anymore. We cannot protect you as we would prefer to, and are expected to.We have been here for months, guys. I said. There hasnt been a single attack on anyone by anything.You would have been attacked that night in the woods had Dickory and I not come to find you, Hickory said. Those were not yotes in the trees that night. Yotes cannot climb or move through trees.And youll notice Im nowhere near the forest, I said, and waved in the direction of the tre e line. And whatever was in there doesnt seem to come out here, because wed have seen them by now if they did. Weve been over this before, Hickory.It is not only the predators here that concern us, Hickory said.Im not following you, I said.This colony is being searched for, Hickory said.If you saw the video, youll remember that this cabal group blasted that colony from the sky, I said. If the Conclave finds us, I dont conjecture even you are going to be able to do much to protect me.It is not the Conclave we are concerned about, Hickory said.Youre the only ones, then, I said.The Conclave is not the only one who will prove this colony, Hickory said. Others will search for it, to win favor from the Conclave, or to thwart it, or to take the colony for its own. They will not blast this colony from the sky. They will take it in the standard fashion. Invasion and slaughter.What is with the two of you today? I said. I was trying to lighten the mood.I failed. And then there is the conten t of who you are, Hickory said. What does that mean? I said.You should know well, Hickory said. You are not merely the daughter of the colony leaders. You are also important to us. To the Obin. That fact is not unknown, Zoe. You have been used as a bargaining chip your entire life. We Obin used you to bargain with your father to build us consciousness. You are a treaty terminus between the Obin and the Colonial Union. We have no doubt that any who would attack this colony would try to take you in order to bargain with the Obin. Even the Conclave could be tempted to do this. Or they would murder you to wound us. To push down a symbol of ourselves.Thats crazy, I said.It has happened before, Hickory said.What? I said.When you lived on Huckleberry, there were no few than six attempts to capture or kill you, Hickory said. The last just a few days before you left Huckleberry.And you never told me this? I asked.It was decided by both your government and ours that neither you nor your p arents needed to know, Hickory said. You were a child, and your parents wished to give you as unremarkable a life as possible. The Obin wished to be able to provide them that. None of these attempts came close to success. We stopped each long before you would have been in danger. And in each case the Obin government expressed its choler with the races who made such attempts on your well-being.I shuddered at that. The Obin were not people to crystallize enemies of.We would not have told you at all and we have violated our standing orders not to do so were we not in our current situation, Hickory said. We are cut off from the systems we had in place to keep you safe. And you are becoming increasingly independent in your actions and resentful of our presence in your life.Those last words hit me like a slap. Im not resentful, I said. I just want my own time. Im sorry if that hurts you.We are not hurt, Hickory said. We have responsibilities. How we fulfill those responsibilities must adapt to circumstance. We are making an adaptation now.I dont know what you mean, I said.It is time for you to learn how to defend yourself, Hickory said. You want to be more independent from us, and we do not have all the resources we once had to keep you safe. We have always intended to teach you to fight. Now, for both of those reasons, it is necessary to begin that training.What do you mean, teach me to fight? I asked.We will teach you to defend yourself physically, Hickory said. To disarm an opponent. To use weapons. To immobilize your enemy. To kill your enemy if necessary.You want to teach me how to kill other people, I said.It is necessary, Hickory said.Im not sure John and Jane would authorise of that, I said.Major Perry and Lieutenant Sagan both know how to kill, Hickory said. Both, in their military service, have killed others when it was necessary for their survival.But it doesnt mean that they want me to know, I said. And also, I dont know that I want to know. You say you need to adapt how you fulfill your responsibilities. Fine. Figure out how to adapt them. But Im not going to learn how to kill something else so you can feel like youre doing a better job doing something Im not even sure I want you to do anymore.You do not wish us to defend you, Hickory said. Or learn to defend yourself.I dont know I said. I yelled it in exasperation. Okay? I hate having my face pushed into all of this. That Im some special thing that needs to be defended. Well, you know what? Everyone here needs to be defended, Hickory. Were all in danger. whatsoever minute hundreds of ships could show up over our heads and kill us all. Im sick of it. I try to forget about it a little every now and then. Thats what I was doing out here before the two of you showed up to crap over it all. So thank you very much for that.Hickory and Dickory said nothing to that. If they had been wearing their consciousness, theyd probably be all twitchy and overloaded at that last outburst. But they were just standing there, impassive.I counted to five and tried to get myself back under control. Look, I said, in what I hoped was a more reasonable tone of voice. Give me a couple of days to think about this, all right? Youve dropped a lot on me all at once. Let me work it through in my head.They still said nothing.Fine, I said. Im heading back. I brushed past Hickory.And found myself on the ground.I rolled and looked up at Hickory, confused. What the hell? I said, and made to stand up.Dickory, who had moved behind me, roughly pushed me back into the grass and dirt.I scrambled unwilling from the two of them. Stop it, I said.They drew their combat knives, and came toward me.I grunted out a scream and bolted upright, course at full speed toward the top of the hill, toward the Hentosz farm. But Obin can run faster than humans. Dickory flanked me, got in front of me, and drew back its knife. I backpedaled, falling backward as I did. Dickory lunged. I screamed and rolled again and sprinted back down the side of the hill I came up.Hickory was waiting for me and moving to intercept me. I tried to fake going left but it was having none of it, and grabbed for me, getting a grip on my left forearm. I hit at it with my right fist. Hickory deflected it easily, and then in a quick reversal slapped me sharply on the temple, releasing me as it did so. I staggered back, stunned. Hickory looped a leg around one of mine and jerked upward, lifting me completely off the ground. I fell backward and landed on my head. A white blast of pain flooded my skull, and all I could do was lie there, dazed.There was heavy pressure on my chest. Hickory was kneeling on me, immobilizing me. I clawed desperately at it, but it held its head away from me on its long neck and ignored everything else. I shouted for help as loudly as I could, cunning no one could hear me, and yelling anyway.I looked over and saw Dickory, standing to the side. Please, I said. Dickory said nothing. And coul d feel nothing. Now I knew why the two of them came to see me without their consciousness.I grabbed at Hickorys leg, on my chest, and tried to push it off. It pushed it in harder, offered another disorienting slap with one hand, and with the other raised it and then plunged it toward my head in one terrible and fluid move. I screamed.You are unharmed, Hickory said, at some point. You may get up.I stayed on the ground, not moving, eyeball turned toward Hickorys knife, buried in the ground so close to my head that I couldnt actually focus on it. Then I propped myself up on my elbows, turned away from the knife, and threw up.Hickory waited until I was done. We offer no apology for this, it said. And will accept whatever consequences for it that you may choose. Know only this You were not physically harmed. You are unlikely even to bruise. We made sure of this. For all of that you were at our mercy in seconds. Others who will come for you will not show you such consideration. They will not hold back. They will not stop. They will have no concern for you. They will not show you mercy. They will seek to kill you. And they will succeed. We knew you would not believe us if we only told you this. We had to show you.I rose to my feet, barely able to stay upright, and staggered back from the two of them as outstrip I could. God damn you, I said. God damn you both. You stay away from me from now on. I headed back to Croatoan. As soon as my legs could do it, I started running.Hey, Gretchen said, coming into the information center and sealing the inside door behind her. Mr. Bennett said I could find you here.Yeah, I said. I asked him if I could be his printer monkey a little more today.Couldnt keep away from the music? Gretchen said, trying to make a little joke.I shook my head and showed her what I was looking at.These are classified files, Zoe, she said. CDF intelligence reports. Youre going to get in trouble if anyone ever finds out. And Bennett definitely wont let you back in here.I dont care, I said, and my voice cracked enough that Gretchen looked at me in alarm. I have to know how bad it is. I have to know whos out there and what they want from us. From me. Look. I took the PDA and pulled a file on General Gau, the leader of the Conclave, the one who ordered the destruction of the colony on the video file. This general is going to kill us all if he finds us, and we know next to nothing about him. What makes someone do this? Killing innocent people? What happened in his life that gets him to a place where wiping out entire planets seems like a good idea? Dont you think we should know? And we dont. Weve got statistics on his military service and thats it. I tossed the PDA back on the table, carelessly, alarming Gretchen. I want to know why this general wants me to die. Why he wants us all to die. Dont you? I put my hand on my forehead and slumped a little against the worktable.Okay, Gretchen said, after a minute. I think you need to tell me wha t happened to you today. Because this is not how you were when I left you this afternoon.I glanced over at Gretchen, stifled a laugh, and then broke down and started crying. Gretchen came over to give me a hug, and after a good long while, I told her everything. And I do mean everything.She was quiet after I had unloaded. Tell me what youre thinking, I said.If I tell you, youre going to hate me, she said.Dont be silly, I said. Im not going to hate you.I think theyre right, she said. Hickory and Dickory.I hate you, I said.She pushed me lightly. Stop that, she said. I dont mean they were right to attack you. That was just over the line. But, and dont take this the wrong way, youre not an ordinary girl.Thats not true, I said. Do you see me acting any different than anyone else? Ever? Do I hold myself out as someone special? Have you ever once heard me talk about any of this to people?They know anyway, Gretchen said.I know that, I said. But it doesnt come from me. I work at being custo mary.Okay, youre a perfectly normal girl, Gretchen said.Thank you, I said.A perfectly normal girl whos had six attempted assassinations, Gretchen said.But thats not me, I said, poking myself in the chest. Its about me. About someone elses idea of who I am. And that doesnt matter to me.It would matter to you if you were dead, Gretchen said, and then held her hand up before I could respond. And it would matter to your parents. It would matter to me. Im pretty sure it would matter to Enzo. And it seems like it would matter a whole lot to a couple billion aliens. Think about that. Someone even thinks about coming after you, they bomb a planet.I dont want to think about it, I said.I know, Gretchen said. But I dont think you have a choice anymore. No matter what you do, youre still who you are, whether you want to be or not. You cant change it. Youve got to work with it.Thanks for that uplifting message, I said.Im trying to help, Gretchen said.I sighed. I know, Gretchen. Im sorry. I dont mean to bite your head off. Im just getting stock(a) of having my life be about other peoples choices for me.This makes you different than any of the rest of us how, but? Gretchen asked.My point, I said. Im a perfectly normal girl. Thank you for at long last noticing.Perfectly normal, Gretchen agreed. Except for being Queen of the Obin.Hate you, I said.Gretchen grinned.Miss Trujillo said that you wanted to see us, Hickory said. Dickory and Gretchen, who had gotten the two Obin for me, stood to its side. We were standing on the hill where my bodyguards had attacked me a few days earlier.Before I say anything else, you should know I am still incredibly angry at you, I said. I dont know that I will ever forgive you for attacking me, even if I understand why you did it, and why you thought you had to. I want to make sure you know that. And I want to make sure you feel it. I pointed to Hickorys consciousness collar, secure around its neck.We feel it, Hickory said, its voice quivering. We feel it enough that we debated whether we could turn our consciousness back on. The memory is almost too painful to bear.I nodded. I wanted to say good, but I knew it was the wrong thing to say, and that I would regret saying it. Didnt mean I couldnt think it, though, for the moment, anyway.Im not going to ask you to apologize, I said. I know you wont. But I want your word you will never do something like that again, I said.You have our word, Hickory said.Thank you, I said. I didnt expect they would do something like that again. That sort of thing works once if it works at all. But that wasnt the point. What I wanted was to feel like I could trust the two of them again. I wasnt there yet.Will you train? Hickory asked.Yes, I said. But I have two conditions. Hickory waited. The first is that Gretchen trains with me.We had not prepared to train anyone other than you, Hickory said.I dont care, I said. Gretchen is my best friend. Im not going to learn how to save myself and not share that with her. And besides, I dont know if youve noticed, but the two of you arent exactly human shaped. I think it will help to practice with another human as well as with you. But this is nonnegotiable. If you wont train Gretchen, I wont train. This is my choice. This is my condition.Hickory turned to Gretchen. Will you train?Only if Zoe does, she said. Shes my best friend, after all.Hickory looked over to me. She has your sense of humor, it said.I hadnt noticed, I said.Hickory turned back to Gretchen. It will be very difficult, it said.I know, Gretchen said. Count me in anyway.What is the other condition? Hickory asked me.Im doing this for the two of you, I said. This learning to fight. I dont want it for myself. I dont think I need it. But you think I need it, and youve never asked me to do something you didnt know was important. So Ill do it. But now you have to do something for me. Something I want.What is it that you want? Hickory asked.I want you to learn how to sing, I sai d, and gestured to Gretchen. You teach us to fight, we teach you to sing. For the hootenannies.Sing, Hickory said.Yes, sing, I said. People are still frightened of the two of you. And no offense, but youre not brimming with personality. But if we can get the four of us to do a song or two at the hootenannies, it could go a long way to making people comfortable with you.We have never sung, Hickory said.Well, you never wrote stories before either, I said. And you wrote one of those. Its just like that. Except with singing. And then people wouldnt wonder why Gretchen and I are off with the two of you. Come on, Hickory, itll be fun.Hickory looked doubtful, and a funny thought came to me Maybe Hickory is shy. Which seemed almost ridiculous someone about to teach another person sixteen different ways to kill getting stage fright singing.I would like to sing, Dickory said. We all turned to Dickory in amazement.It speaks Gretchen said.Hickory clicked something to Dickory in their native ton gue Dickory clicked back. Hickory responded, and Dickory replied, it seemed a bit forcefully. And then, God help me, Hickory actually sighed.We will sing, Hickory said.Excellent, I said.We will begin training tomorrow, Hickory said.Okay, I said. But lets start singing practice today. Now.Now? Hickory said.Sure, I said. Were all here. And Gretchen and I have just the song for you.

Effectiveness of Celebrity Endorsements for Non-Profit Organization

ASSIGNMENT COVER SHEET Every piece of written sue you submit for assessment must lead this cover sheet attached. Please type in your details then copy and paste to the front of your appointee and save the file ready to upload. COURSE DETAILS Course Code RBUS2900 Course Co-ordinator Dr. Ravi Pappu Course Name crinkle investigate modes appointment No 2B concession Due Date 28/05/2012 STUDENT CONTACT DETAILS assimilator Number James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng Student Name 42683346 42485184 42734480 42602600 Email solicit Low. emailprotected com Derrick. emailprotected com emailprotected com emailprotected com Work submitted may be subjected to a plagiarism detection process. If this process is use, then copies of this work would be retained and used as source hooey for conducting future plagiarism checks. Due Date 28/05/2012 Submitted date 27/05/2012 RBUS2900 Business look methods appointee 2B passenger vehicleial report Cover sheet Stude nt ID 42683346 42485184 42734480 42602600 Low Ng Wijaya Cheng James Jun Qiang Han Siong Bram Peng Yang WEDNESDAY, 12pm 1pm T27 subsidisation 2B TOM MAGORSurname Given name Tutorial date & time Tutorial gathering (e. g. T24 G1) assigning Number Tutors name Time Tutor T6 tie 12-1 Teegan T10 Wed 10-11 Teegan T14 Wed 1-2 Kim Tutorial T15 T16 Wed Wed 8-9 9-10 Tom Teegan Tutorial T24 T25 Thu Thu 11-12 3-4 Max Max T18 Wed 4-5 Kim T19 Wed 5-6 Kim T20 Tue 2-3 Kim Time Tutor T21 Tue 8-9 Rahil T22 Tue 9-10 Rahil T23 Tue 2-3 Rahil T26 Tue 12-1 Tom T27 Wed 12-1 Tom T28 Mon 10-11 Max RBUS2900 Business seek Method appellative 2 get down B RBUS2900 wrinkle RESEARCH METHODS Effectiveness of Celebrity EndorsementsFor Non-Pro check over Organization James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng 5/28/2012 This is a research plan on how distinct reputation related f pseudos cultivate donor/volunteer cognitions of the non-profit organization endorsed. RBUS2900 Busines s explore Method Assignment 2 take leave B EXECUTIVE SUMMARY This purpose is written to address the concerns of PeTA in investigating the set that distinction endorsers prepargon on the ar throwment that they endorse. In particular, three aspects of the eminence import be analysed.Firstly, receivable to the high number of advertisement used by PeTA that feature near nude celebrities, this paper get outing analyse how does the physical drawing card of a celebrity influence a consumers recognition of the organisation. Secondly, as many of these celebrities argon seen to endorse aggregate brands, it would be beneficial for PeTA to field of honor how does over second base influence the sensing consumers name of PeTA. Lastly, it is proposed that should consumers perceive that celebrities are being paying(a) for their work endorsing PeTA, it would lead to a ban effect on the light of the organisation.It is also proposed that historic period, sex and education leve l will each have a moderating effect on the kindred that exist amid each versatile and the science of PeTA. Based on the research objective, it is proposed that the most suitable research manner is a pre running play-posttest accommodate group investigate whereby negative breeding about a celebritys over endorsement and income from the endorsement will be controlled and provided and the effects of this culture will be analysed. This method was chosen as it allows for an isolation of the subjects into specifically just experiencing the experimental conditions.A control group allows for a to a greater extent accurate detection of changes. Respondents will be selected via simple random sampling from a teleph wholeness book used as a sampling frame. The results of the experiment will then be tested using SPSS. Specifically, descriptive statistics, factor synopsis, opposite samples t-test and multiple regression compend will be utilised to produce the results. Due to the n eed to establish antecedent-and-effect in the experiment, it is proposed that multiple regression analysis would be most suitable.This technique, coupled with theory, will be able to provide PeTA with a good picture of whether intelligence of a celebrity endorser will have an impact on the percept of the organisation. RBUS2900 Business look Method Assignment 2 Part B Table of Contents 1. INTRODUCTION .. 1 1. 1 1. 2 2. 1 2. 2 2. 3 2. 4 2. 5 3. 1 3. 2 3. 3 3. 4 Problem statement and explore Objectives Importance . 2 comprehension of the organisation (Dependent variable).. 3 Attractiveness (Independent variable 1) 3 Over-endorsement by celebrity (Independent variable 2) . 4 Perceived celebrity income from endorsement (Independent variable 3) discuss variables .. 6 Research design. 7 Research method . 7 Sampling design entropy collection 9 Ethics 9 Data collection method .. 10 image 1 Relationship Model Diagram 2. HYPOTHESES DEVELOPMENT .. 3 3. RESEARCH METHODOLOGY 7 3. 4. 1 3. 4. 2 Figure 2 Pretest-Posttest Group Experiment Method . 10 Figure 3 Survey Total error plat .. 2 Table 1 Survey errors encountered 13 3. 5 Measurement (Please look up to appendix 2 for sentiment questions) . 13 Perception of organisation (Dependent variable). 13 Attractiveness (Independent variable) . 14 Over-endorsement of celebrity (Independent variable) 4 Perception of income from endorsement (Independent variable) . 14 3. 5. 1 3. 5. 2 3. 5. 3 3. 5. 4 4. 1 4. DATA outline.. 15 Procedure.. 15 descriptive statistics. 5 Factor analysis. 15 polar sample T-test . 16 Multiple regression analysis . 16 Factor analysis. 7 diametric samples t-test .. 17 4. 1. 1 4. 1. 2 4. 1. 3 4. 1. 4 4. 2 4. 2. 1 4. 2. 2 Expected results . 17 RBUS2900 Business Research Method Assignment 2 Part B Figure 4 Sample diametrical t-test results 18 4. 3. 3 4. 3. Multiple regression analysis . 18 Discussion of outcomes . 18 References . 20 APPENDIX .. 3 Appendix 1 .. 23 Table 1a Table 1b Tabl e 1c Table 1d Appendix 2 Appendix 3 Conceptual definitions . 23 Hypotheses .. 4 List of measuring rods .. 25 Data analysis techniques 26 Measurement instrument (Survey) 27 Schedule .. 1 RBUS2900 Business Research Method Assignment 2 Part B 1. INTRODUCTION 1. 1 Problem statement and Research Objectives People for the Ethical Treatment of Animals (PeTA) is the largest animals rights organisation in the world with more(prenominal) than three million members and supporters. It uses a variety of avenues to bring forward its campaign and one of them is through the use of celebrity endorsements. (PeTA, 2012) As a result, on that point is a need to analyse the effectiveness of celebrity endorsement in upgradeing the agenda of PeTA.In particular, due to the extensive differences in types of celebrities as well as industries that the celebrities are ground in, consumers may have a different perception of these celebrities as well as the organisation that is being endorsed. As such, a negative perception of a celebrity and his/her industry may result in transference of negative perception to the organisation being endorsed. (White, Goddard & Wilbur, 2009) This is in particular applicable to PeTA who endorses celebrities that come from many different industries and each celebrity varies in terms of social standing as well as reputation.As such, an investigation into the effects of celebrity perception resulting in negative information transference to the endorsed organisation will be most suitable to be undertaken for research by PeTA. Based on the problem stated above, there is a need to investigate the various aspects of a celebrity and its effect on PeTA as the endorsed organisation. Three independent factors have been established that form the perception of a celebrity and the dependent variable of the endorsed organisation. (Please refer to figure 1) RBUS2900 Business Research Method Assignment 2 Part B 1 Figure 1 Relationship Model Diagram 1. Importance T he vastness of this research study is to ensure a suitable fit between the celebrity and PeTA. This fit is determined by the perception of the celebrity and its effect on the perception of the organisation. By ensuring a good fit, PeTA will be able to focus more specifically on a target market that might have been otherwise unreachable due to the unsuitable fit between celebrity and PeTA. This is with the feigning that there is a autocratic correlation between perception of celebrity endorser and perception of organisation. RBUS2900 Business Research Method Assignment 2 Part B 2 . HYPOTHESES DEVELOPMENT 2. 1 Perception of the organisation (Dependent variable) Perception of the organisation is the dependent variable in the case of this study as it seeks to perplex whether the below-mentioned independent variables will have an impact on the consumers perception of the organisation after they have been subjected to the exposure of the independent variables. A similar test conducted by Trimble and Rifon (2006), stated that the locations of the audiences toward a non-profit organisation increased when it was endorsed by a celebrity with a positive image.The variables mentioned below are similar in circumstance with what Trimble and Rifon have done but analyses different variables and will provide a different conclusion. 2. 2 Attractiveness (Independent variable 1) Attractiveness of a celebrity has ceaselessly been a factor of consideration when selecting an endorser for a product. This is particularly the case when evaluating the celebrity endorsers that have been chosen by PeTA whereby physically attractive celebrities are chosen as endorsers. It is seen that physical attractiveness is able to avail attitude change (Baker & Churchill 1977 Caballero & Pride 1984 Chaiken 1986 Horai et al. 974 Joseph 1982 Kulka & Kessler 1978 Mills & Aronson 1965 Mills & Harvey 1972) However, not all research has demonstrated that it increases attitude change in that it caus es the consumer to develop a positive perception of the product/organisation being endorsed. The Source Attractiveness Model, derived by McGuire (1985) in a study, suggests that similarity, familiarity and exchangeableability of a celebrity endorser will determine their effectiveness in endorsing a product. This suggest contrary to the list of articles stated that the RBUS2900 Business Research Method Assignment 2 Part B 3 ttractiveness in the sense of likeability of a celebrity endorser can indeed increase the positive perception of the product/organisation that is endorsed. indeed, by studying the physical attractiveness of a celebrity endorser, especially in the light of how PeTA strongly uses physical attractiveness as an consequential consideration in selecting endorsers, it would be most suitable to study how the supposed perception of physical attractiveness of a celebrity will indeed partake the perception of PeTA.The hypothesis derived from this variable is as such H1 T he perceived physical attractiveness of an endorser will result in an increased positive perception of the endorsed organisation 2. 3 Over-endorsement by celebrity (Independent variable 2) Mowen and Brown (1981) in their analysis of the effectiveness of celebrity endorsers have suggested that a natural occurrence from the vast number of products endorsed by celebrities is that some celebrities tend to endorse a number of products.While ideally, it is stated that endorsers should not be tarnished by their associations with other products (Foote, Cone & Belding 1978), having a consummate(a) endorser would generally be highly expensive and such would not be practical. Hence, the discern of multiple endorsements by a celebrity is especially apposite in this case because PeTA is seen to have endorsed many celebrities that might endorsed products that are contradictory to the nature of PeTA, which is to protect animals. This may cause a disparity in the perception consumers will now ha ve over the endorsement of such celebrity of PeTA.Kaikati (1987) and Mowen and Brown (1981) have further substantiated that a celebrity endorser may be perceived to be less credible should the celebrity favor to endorse more brands and products. RBUS2900 Business Research Method Assignment 2 Part B 4 Hence, it is brought forth in the next hypothesis H2 In situations whereby celebrities are seen to endorse multiple products that might be contradictory to the nature of the organisation, there will be a decrease in positive perception of the endorsed organisation. 2. 4 Perceived celebrity income from endorsement (Independent variable 3)When endorsing a product, celebrities are often paid for their services. This is very much accepted as a service rendered, is expected to be paid for. However, the issue in studying this is especially pertinent as by being paid, it is questionable whether that celebrity is truly endorsing the product out of genuine belief in the product or solely for th e monetary wellbeing involved. In the case of PeTA and its endorsed celebrities, it would be especially impound as protection of animals is more often a lifestyle and not just the usage of a particular product.The celebrity endorsing the product is expected to believe in the protection of animals and not just for the monetary benefit involved. However, does this perception of being paid for the endorsement result in a related decrease of positive perception for the organisation endorsed? Correspondence Bias (Gilbert & Jones, 1986) refers to the observers exaggerated use of dispositional attributions, assumptions that the actor does what he does due to his internal dispositions.Kardes (1993) has related this to endorsement advertisements whereby consumers disregard the situational constraints such as the bills being paid to the celebrity, due to correspondence bias and so contributes to the effectiveness of endorsement advertisements. Cronley et al. (1999) found support for the a bove-mentioned theory in that participants of an experiment actually assumed that the endorser actually liked the product irrespective of whether the endorser was paid or not.This was correlated to the participants attitudes toward the advertisement, the product and the endorser. RBUS2900 Business Research Method Assignment 2 Part B 5 However, a study conduct by Sorum, Grape and Silvera (2003), had opposite results to Cronleys 1999 experiment. There was no correspondence bias found in the study. As such, it would be most appropriate the study the supposed effects of correspondence bias on the consumers who see the PeTA advertisements and whether there is a disregard of situational constraints much like in the experiment conducted by Cronley et al. 1999) The hypothesis put forth is thus H3 The more a celebrity is perceived to be paid for the endorsement, the more negative the perception of the organisation. 2. 5 moderate variables This study will utilise three moderating variables in the study of the effects of perception of the celebrity endorser in relation to the perception of the endorsed organisation. It is proposed that as age decreases, the effects of each independent variable on the dependent variable will decrease as well due to the decreased perception of the consumer of the variability of the independent variables.The Selectivity Hypothesis (Putrevu, 2001) has suggested that gender differences in information processing emerge because men are more likely to be driven by overall message themes and women are more likely to engage in detailed elaboration of messages. Hence as a moderating variable, it can be seen that gender is expected to have a moderating effect on the independent variables. Lastly, a study by Daneshvary and Schwer (2000) has concluded that education level is seen to have an impact on perception of endorsement.Lower levels of education are more characterisationable to association endorsements than individuals with a college education. Education provides individuals with analytical skills to decipher information and make an RBUS2900 Business Research Method Assignment 2 Part B 6 informed purchase rather than just relying on one source of information. As such, it can be said that education will have a moderating effect on the independent variables. 3. RESEARCH METHODOLOGY 3. 1 Research design The research design chosen for this study will be causal in nature as it seeks to understand the cause-and-effect relationships that exist.In particular, it will seek to beg off the var. in the perception of the organisation, by analysing the independent variables involved and looking to infer theories and data analysis results to draw a conclusive cause of the variance in the perception of the organisation. As elaborated by Zikmund et al, ahead causal studies are undertaken, researchers typically have a good understanding of the phenomena being studied. (2010) Hence a causal design is selected due to the vast knowledge already in existence in terms of the literature on perception of an organisation as well as the perception of a celebrity endorser.However, little has been done to show any appropriate causation between the two variables especially one that is particular to the nature of a non-profit organisation. 3. 2 Research method Due to the nature of the research design, an experimental design of a pretest-posttest control group design will be used to explain the cause-and-effect relationship that is proposed between the independent and dependent variable. The subjects in the experimental group are tested before and after being exposed to the preaching. The control group will also be tested at both times but would not be subjected to the treatment.In using this design, Dimitrov and Rumrill Jr. have suggested three considerations in terms of inclemency of the design. The first-class honours degree two are pertinent to internal validation, which is the degree to RBUS2900 Business Research Meth od Assignment 2 Part B 7 which the experimental treatment makes a difference in the specific experimental settings and the third one is in consideration of inter depicted object validity which is the degree to which the treatment effect can be generalised across populations, settings, treatment variables and measurement instruments. (2003, p. 59) Maturation, an internal validity issue, occurs when biological and psychological characteristics of research participants change during the experiment, thus affecting their posttest business relationships. History, also an internal validity issue, occurs when participants experience an event that will affect their post-test scores. Whereas the interaction of pretesting and treatment, an external validity issue, happens when the pretest sensitises participants so that they respond differently to the treatment as they might have without the pretest. (Dimitrov & Rumrill Jr. , p. 60) Maturation and History will not be an issue for the conduct of our experiment as the time lapse between the pretest and posttest phase is negligible and thus should not allow for any changes in Maturation and History. To hold back the participants from becoming sensitised and perform the experiment differently from what they would have without the pretest, we are utilising a fictional situation in order to control the knowledge of the participants on the subject. Please refer to the Data Collection portion to gain a better understanding. 3. 3 Sampling designBased on the purpose of this research, the decisions resulting from this experiment will have many strategic managerial implications. As such, the target population would be defined as the entire population in the world of people who are of suitable age to donate to a non-profit organisation. As seen from the PeTA website (n. d. ), one of the means of donating would be through confidence card deductions. As such, a suitable age group would be the minimum age RBUS2900 Business Research Method Assignment 2 Part B 8 group for owning a credit card, which is 18 years old.Hence the population would range from individuals of 18 years and above. Hence, the population in Australia will be subjected to a simple random sampling method to form the sample population. Chosen participants are expected to be of a variety with differing age groups, gender and income level. As such, a sampling frame of the national telephone numbers in Australia will be used. Factors to consider when determining sample size are the confidence interval needed to predict the result and the amount of standard error permissible to estimate the population parameter.Hence, based on the formula provided by Zikmund et al. (2010, p. 435), with a confidence interval of 95 percent, range of error of 0. 5 and an estimated population standard deviation of 4. 0, we will have a minimum sample size of 246. 3. 4 Data collection 3. 4. 1 Ethics Before proceeding on with data collection, the group will have to keep i n mind the ethical issues involved. As researchers, the group will have to be responsible to the people who are involved in this research. Our group will adhere to these select principles such as a.Objectivity Strive to parry bias in experimental design, data analysis, data interpretation, peer review, personnel decisions, grant writing, expert testimony, and other aspects of research where objectivity is expected or required. bend or minimize bias or self-deception. Disclose personal or financial interests that may affect research. b. Honesty RBUS2900 Business Research Method Assignment 2 Part B 9 Strive for honesty in all scientific communications. Honestly report data, results, methods and procedures, and publication status. Do not fabricate, falsify, or misrepresent data.Do not deceive colleagues, granting agencies, or the public. c. Legality Know and obey relevant laws and institutional and governmental policies. d. Privacy Protect confidential communications, such as papers or grants submitted for publication, personnel records, trade or military secrets, and patient records. e. Nonmaleficence (principle of doing no harm) When conducting research on kind subjects, minimize harms and risks and maximize benefits respect human dignity, privacy, and autonomy take special precautions with vulnerable populations and strive to distribute the benefits and burdens of research fairly.These are some of the principles that researchers should adhere to (Peter Steane, 2004 Shamoo A & Resnik D, 2009) 3. 4. 2 Data collection method Jack R. Fraenkel, Figure 2 Pretest-Posttest Group Experiment Method 1993 In this design, the dependant variable will be measured before and after the treatment level is presented. This allows the researcher to compute the means for pretest and posttest and measure the difference (Millsap, 2009). A scenario-based study was chosen because this RBUS2900 Business Research Method Assignment 2 Part B 10 ethod allows for easier operationalising of the manipulations, providing more control over the variables (Dong, Evans & Zou 2008). We have identified that we will be using communication as the mean of obtaining primary data, specifically conducting a batch. We have chosen to conduct a survey due to the following criteria (Zikmund et al. , 2010) ? ? ? Questions asked for the tested variables are internal to the respondents. Survey provides the best versatility as the research contains different type of data.As this is a low budget research project, survey is the most efficient and economical data collection method. a. Pretest Written scenarios will be created for this experiment. In the first phase of the pretest, background information of a non-profit organization (PeTA) is provided. Twenty-six questions are then tested to analyse the perceived image of the organization. In the second phase of the pre-test, a celebrity endorser (Brad Pitt) will be introduced. Positive background information about the celebrity is then pr esumption. Twelve questions are then used to test the three independent variables. . Posttest In the third phase of the experiment, negative information about the celebrity endorser is given. Information supplied is related to the three independent variables of the following settings ? ? Attractiveness Images of a sex scandal and a rugged image of the celebrity Multiple Endorsements Information of celebrity endorsing for multiple brands however, contradicting to the prys of the non-profit organization ? Perceive Income Information of celebrity getting paid to endorse for a non-profit organization RBUS2900 Business Research Method Assignment 2 Part B 11Subsequently, the respondents are to fill in the twenty-six questions and twelve questions again in order to analyse the effects of the negative information. c. Procedure The survey will be conducted in an enclosed room and the participants will be seated at individual tables during the conduct of the survey. They will then be random ly selected to be either in the experiment or control group. They will also be informed that their careful consideration into each question would sponsor the researchers evaluate celebrity endorsements on non-profit organizations.This is reminded again by the title provided at the cover page. It will also be emphasised that their participation in spontaneous and confidentiality is kept at the strictest levels. This is reminded again as a disclaimer on the last page of the survey. d. Errors Figure 3 Survey Total error diagram The figure shows the various types of errors that might be present in survey. Particularly in our survey, we have identified the following possible errors that we might face and the control measures RBUS2900 Business Research Method Assignment 2 Part B 12Type of Error Random Sampling Error result error Interviewer bias Response error Extremity bias Administrative error Interviewer error Control measures Increase the sample size from People of very extreme initial degree centigrade to 200. backgrounds existing in randomize (Bartlett, Kotrlik, & Higgins, group 2001) Interviewer introduced as As we are asking about Brad Pitt neutral parties helping to attractiveness, the respondent may facilitate the session and has answer differently due to the nothing to do with the research presence of the interviewer group (Herbert F.Weisberg, 2005) Before the start of the questionnaire, address to the As most of the questions provided respondents the importance of are a seven point semantic correct data needed to be differentiated scale, respondents collected from them, thus may just choose 1 or 7 for emphasizing our appreciation convinence to them to provide their best effort. (Ian Gregory, 2003) As there are two different sets of Make sure the experiment survey, the interviewer might issue ground is properly organize out the wrong amount of sets, and double checked before the ideally it is suppose to be be seating of the respondents. umber of sets given out. (Floyd J. Fowler et al. , 1990) Table 1 Survey errors encountered Cause 3. 5 Measurement (Please refer to appendix 2 for survey questions) 3. 5. 1 Perception of organisation (Dependent variable) Perception of organisation is measured with 26 items adapted from Sarstedt and Schloderer (2010) -? = 0. 95. The closer Cronbachs alpha (? ) is to 1. 0, the more secure the items. Hence these 26 items are considered reliable. It will be measured on a seven-point Likert scale.Likert scale is a measure of attitudes designed to allow respondents to rate how strongly they agree or disagree with cautiously constructed statements, ranging from very positive to very negative attitudes toward some object (Zikmund et al. , 2010). To make the scale more reliable, the scale from one to seven is used, therefore reducing the differences between levels, resulting in a more reliable measurement. In addition, all the indicators were randomized in order to avoid order effects (Sarstedt & Sc hloderer, 2010) RBUS2900 Business Research Method Assignment 2 Part B 13 . 5. 2 Attractiveness (Independent variable) Attractiveness was measured with a bipolar semantic differential scale. This was useful as it measured the attitudes of respondents on a scale. According to Zikmund et al. , the scale is found to be useful and versatile in many business applications (2010, p. 320). There were four items that were used to measure attractiveness. This was adapted from a study conducted by DeShirlds, Kara and Kaynak (1995). 3. 5. Over-endorsement of celebrity (Independent variable) Over-endorsement was measured on a seven-point Likert scale and consisted of five items adapted from Mowen and Brown (1981) and Tripp, Jensen and Carlson (1994). Both produced a Cronbachs alpha of 0. 88 and 0. 84 respectively. 3. 5. 4 Perception of income from endorsement (Independent variable) Similarly, perception of income was measured on a seven-point Likert scale. This was measured with three items adape d from Cronley et al. (1999). These questions are considered reliable due to the high rating of Cronbachs alpha of 0. 9. RBUS2900 Business Research Method Assignment 2 Part B 14 4. DATA ANALYSIS 4. 1 Procedure It is proposed that four techniques will be used to analyse the data. The software in which these techniques are based on will be SPSS. (Please refer to appendix 1d for detailed elaboration on techniques) 4. 1. 1 Descriptive statistics Descriptive statistics will produce central tendency, dispersal and variability of the results from our experiment. (Zikmund et al. , 2010) This information would be internal as it forms a big picture of the data collected.For instance, by comparing the means of the results from the survey, especially that in the experimental group, any change in the perception of the respondents will be detected. The standard deviation obtained will demonstrate how accurate the data is by analysing the renewal about the mean. Typically, the smaller the stan dard deviation, the smaller the variation of the results. 4. 1. 2 Factor analysis After obtaining the bigger picture of the data, factor analysis will be used to analyse the reliability of the questions that were asked.This is done by reducing the amount of information in the initial variables and establishing them together into smaller groups called factors. (Gabor, 2010) This will then enable the analysis of the interdependence between the questions, limiting the questions to hardly those, which provide analysis for the variables. This process of factor analysis is necessary as it allows the researcher to limit the number of questions asked as well as to ensure the reliability of the questions in analysing the variables. RBUS2900 Business Research Method Assignment 2 Part B 15 . 1. 3 Paired sample T-test Once the reliability of the questions is obtained, the results of the survey are then put through a paired samples t-test. A paired samples t-test will allow detection of change after the respondents are given information about the celebrity endorser. This is detected through the variation in the means before and after the experiment. A further step from just descriptive statistics is that this will test the significance of the data, an essential step to determine the reliability of the analysis.A paired samples t-test will be utilised as the data is collected from one group of participants that are subjected to a before-after treatment. Due to the usage of a Likert scale, the data is considered to be measured on an interval scale and as such, a paired samples t-test is most suitable for analysing the variation in the data. 4. 1. 4 Multiple regression analysis Lastly, essentially the crux of the data analysis is the multiple regression analysis that is used to established strength of association between the independent variables and dependent variable.Two ranges are being calculated to determine the strength of association. Firstly, the value displayed as adjusted R square will show the percentage of the variation of the dependent variable that is a result of the independent variables in the model. The closer the value of the adjusted R square is to one, the better the model. Secondly, the standardized Beta value will be used to determine the strength of each independent variable and its relationship with the dependent variable. Accordingly, the closer the value is to one, the stronger the bond.The significant independent variables are then ranked based on their standardized Beta. Hence, after processing the data through multiple regression analysis, PeTA will be able to establish which independent variable is seen to have a negative or positive relationship with the dependent variable of perception of organisation. This result though not sufficient to prove causality, when coupled with theory spelt out in the RBUS2900 Business Research Method Assignment 2 Part B 16 hypothesis development section, will provide a good idea of the cau ses of change in perception of organisation. . 2 Expected results Based on a scaled down version of the experiment that was conducted, these are the following results. 4. 2. 1 Factor analysis Firstly, the factor analysis conducted and questions 6-8, 14, 15 and 18 will be removed from the measurement of perception of organisation. This is due to the fact that the eigenvalues were less than 1. 0. The new variable consisting of 20 items had a Cronbachs alpha of 0. 907. Which is still a reliable count. The measurement for over-endorsement will retain its five items and the Cronbachs alpha is calculated to be 0. 642.Lastly, the first question for perceived income will be removed from the variable and the new variable consisting of the two questions has a Cronbachs alpha value of 0. 903. 4. 2. 2 Paired samples t-test Based on the paired samples t-test conducted for the mock experiment, it can be seen that there was a positive increase of t-value which tells use that the mean of the first group was bigger than the mean of the second group. Hence there was a decreased in mean scores as predicted by our hypothesis. RBUS2900 Business Research Method Assignment 2 Part B 17 Model Summary Model R R Square Adjusted R Square 1 . 06 a Std. Error of the Estimate .367 -. 898 Paired Differences 21. 505 Mean Std. Deviation Std. Error Mean 95% Confidence Interval of the Difference Lower Upper 20. 552 Pair 1 PerceptionORGbef PerceivedORGaft overendorsementBE 11. 071 10. 251 3. 874 1. 591 Pair 2 FoverendorsementAF T PerceivedINCOMEb 1. 286 3. 506 1. 325 -1. 957 4. 528 Pair 3 ef perceptionINCOMEa ft 3. 071 2. 370 .896 .879 5. 264 Pair 4 Pair 6 Pair 7 Attractiveness Attractiveness SexyBEF SexyAFT TemperamentBEF TemperamentAFT -. 286 -. 143 -. 286 .488 . 378 . 488 .184 . 143 . 184 -. 737 -. 492 -. 737 .166 . 207 . 166Figure 4 Sample paired t-test results 4. 3. 3 Multiple regression analysis Lastly, multiple regression analysis was used to establish association amongst the dependent a nd independent variables. by the analysis, it was found that there was a strong negative association (-0. 898) between the variables. This is a well-defined indication that the proposed hypotheses are all correct. 4. 3. 4 Discussion of outcomes Finally, it is clear from the mock up that further research would be necessary in order to fully understand the effects of the independent variables on the dependent variable.This is exceptionally necessary for an organisation such as PeTA due to the high number of RBUS2900 Business Research Method Assignment 2 Part B 18 celebrities that endorse the organisation. Moving forward, it is necessary for PeTA to fully evaluate the background of the celebrities that endorse the organisation as well as to consider the perception of paying the celebrities for the endorsement. However, further research must be done in order to ascertain this claim. The research team would like to propose that PeTA approve the proposal for research to commence.Subsequ ently, PeTA would be able to expect a research report as well as an oral presentation of the findings from the research team. RBUS2900 Business Research Method Assignment 2 Part B 19 References Baker, M. & Churchhill, G. A. 1977. The impact of physically attractive models on advertising evaluations. diary of Marketing Research, 14(4) 538555 Bartlett, Kotrlik, & Higgins. 2001. Organizational Research Determining get hold of Sample Size in Survey Research. Information Technology, Learning, and Performance diary, 19(1) 48 Caballero, M. J. , & Pride, W. M. 1984.Selected Effects of Salesperson Sex and Attractiveness in Direct Mail Advertisements, Journal of Marketing, 48(1) 94-100 Chaiken, S. , 1986. Physical appearance and social influence. In C. P. Herman, M. P. Zanna and E. T. Higgins, eds. Physical appearance, stigma, and social behavior 143-177, Erlbaum Associates, Hove, UK Cronley, M. L. , Kardes F. R. , Goddard, P. , & Houghton, D. C. 1999. Endorsing Products For The Money The Role of the Correspondence Bias in Celebrity Advertising. Advances in Consumer Research, 26 627-631 Daneshvary R. , Schwer, R. K. 2000. The association endorsement and consumers intention to purchase.Journal of Consumer Marketing, 17(3) 203-213 DeShields Jr. , O. W. , & Erdener Kaynak, A. K. 1996. Source effects in purchase decisions The impact of physical attractiveness and accent of salesperson, International Journal of Research in Marketing, 13(1) 89-101 Dong, B. , Evans, K. R. , & Zou, S. 2008. The Effects of Customer Participation in Co Created Service Recovery, Journal of the Academy of Marketing Science, 36(1) 123-137. Dimitrov, D. M. , & Rumrill, Jr. , P. D. 2003. Pretest-posttest designs and measurement of change. Work A Journal of Prevention, Assessment and Rehabilitation. 0(2) 159 -165 Fowler, Jr. , F. J. , & Mangione T. W. 1990. Standardized Survey Interviewing Minimizing Interviewer-Related Error, The role of the interviewer, 18(1) 13 Foote, Cone, and Belding (1978), Pr ofiting from Celebrity Endorsers, Foote, Cone, and Belding Communications, Inc, New York Jack R. Fraenkel J. R. , & Wallen N. E. 1993. How to Design and Evaluate Research in Education 13, observational Research, Group Designs Gabor, M. R. 2010. Descriptive Methods of Data Analysis for Marketing Data Theoretical and Practical Considerations, Management & Marketing, 5(3) 119-134 Gilbert, D.T. & Jones, E. E. 1986. Perceiver-induced constraint Interpretations of self generated reality. Journal of Personality and Social Psychology, 50269 280 RBUS2900 Business Research Method Assignment 2 Part B 20 Herbert F. W. , 2005. The Total Survey Approach, Part II, Measurement Error due to Interviewers The line over Interviewing Style, 4 45 Horai, J. , Naccari, N. , & Fatoullah, E. 1974. The Effects of Expertise and Physical Attractiveness upon Opinion Agreement and Liking, Sociometry, 37 601-606 Ian G. , 2003. Ethics in Research, Moral Issues in Research 45-67 Joseph, B. W. 1982.The credibility of physically attractive communicators A review, Journal of Advertising, 11 1524 Kaikati, J. G. , 1987. Celebrity advertising a review and synthesis, International Journal of Advertising, 6(2) 93-105 Kardes, F. R. 1993. Consumer evidence Determinants, consequences, andimplications for advertising. In A. A. Mitchell (Ed. ), Advertising exposure, memory and choice 163 191. Hillsdale, NJ Erlbaum Kulka, R. A. , & Kessler, J. B. 1978. Is Justice Really Blind-The Influence of Litigant Physical Attractiveness on Juridical Judgment, Journal of utilise Social Psychology, 8 366 381 McGuire, W.J. 1985. Attitudes and Attitude Change, in The Handbook of Social Psychology, Vol. 2, ed. 233-346. Gardner Lindzey and Elliot Aronson, New York Random Mills, J. , & Aronson, E. 1965. Opinion change as a function of the communicators attractiveness and need to influence, Journal of Personality and Social Psychology, 1 173-177 Mills, J. , & Harvey, J. 1972. Opinion change as a function of when informat ion about the communicator is received and whether he is attractive or expert, Journal of Personality and Social Psychology, 2152-55 Mowen, J. C. , & Brown, S.W. , 1981. On explaining and predicting the effectiveness of celebrity endorsers, Advances in Consumer Research, 8 437-441 People for the Ethical Treatment of Animals, 2012. About PeTA , viewed 17 may 2012 People for the Ethical Treatment of Animals, 2012. Donate Now. , viewed 19 May 2012 Peter S. 2004. Surviving Your Thesis By Suzan Burton, Principal of ethical research, 5 63 Putrevu, S. 2001. Exploring the origins and information processing differences between men and women Implications for advertisers. Academy of Marketing Science Review, 5 114RBUS2900 Business Research Method Assignment 2 Part B 21 Millsap, R. E. 2009. The Sage Handbook of Quantitative Methods in Psychology, Albert Maydeu-Olivares Sarstedt, M. & Schloderer, M. P. , 2010. Developing a measurement approach. International Journal of Nonprofit and Voluntary S ector Marketing, 15 287 Shamoo A and Resnik D, 2009. Responsible Conduct of Research, 2nd ed Sorum, K. A. , Grape, K. M. , & Silvera, D. 2003. Do dispositional attributions regarding peer endorsers influence product evaluations, Scandinavian Journal of Psychology, 44 3946 Trimble, C. S. , & Rifon, N. J. 2006.Consumer perceptions of compatibility in cause related marketing messages, International Journal of Nonprofit and Voluntary Sector Marketing, 11(1) 29-47 Tripp, C. , Jensen, T. D. , & Carlson, L. 1994. The effects of multiple product endorsements by celebrities, Journal of Consumer Research, 20(4) 535-535 White, D. W. , Goddard, L. & Wilbur, N. 2009. The effects of negative information transference in the celebrity endorsement relationship, International Journal of Retail & Distribution Management, 37(4) 322-335 Zikmund, Babin, Carr, & Griffin. 2010. Business Research Methods Eighth Ed.South Western Cengage Learning RBUS2900 Business Research Method Assignment 2 Part B 22 APPEND IX Appendix 1 Table 1a Conceptual definitions Definition Corporate image, the consumers impression of the company that is producing and selling a given product or brand A person whom the members of an audience would like very much to please, someone whom they like very much Source Goldberg, M. E. & Hartwick Jon. 1990. The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness, Journal of Consumer Research, 17(2) 172-179 Mills, J. & Elliot, A. 1965.Opinion change as a function of the communicators attractiveness and desire to influence, Journal of Personality and Social Psychology, 1(2) 173-177 Page Concept Perception of organisation 173 Attractiveness 173 Over-endorsement If a celebrity endorses some(prenominal) products, the relation between himself and a particular product is not distinctive, leading to an inference that the nature of the particular product was not the reason for endorsement Mowen, J. C. & Brown, S. W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Consumer Research, 8(1) 437441 37 Perceived income from endorsement Perception that a celebrity endorser is being highly paid for an advertisement Cronley, M. L. , Kardes, F. R. , Goddard, P. & Houghton, D. C. 1999. Endorsing products for money The role of the correspondence bias in celebrity advertising, Advances in Consumer Research, 26 627 631 628 RBUS2900 Business Research Method Assignment 2 Part B 23 Table 1b Hypotheses Hypothesis Data analysis method used H1 The perceived physical attractiveness of an endorser will result in an increased positive perception of the endorsed organisationH2 In situations whereby celebrities are seen to endorse multiple products that might be contradictory to the nature of the organisation, there will be a decrease in positive perception of the endorsed organisation. Paired sampled t-test to compare mean scores of before and after the experiment to analyse for variation. Multipl e regression analysis to investigate the effect of the independent variables (Perceived physical attractiveness, overendorsement of celebrity, perceived income from endorsement) on the dependent variable (perception of the endorsed organisation)H3 The more a celebrity is perceived to be paid for the endorsement, the more negative the perception of the organisation. RBUS2900 Business Research Method Assignment 2 Part B 24 Table 1c List of measures Measure Scale Source Sarstedt, M. & Schloderer, M. P. 2010. Developing a measurement approach for reputation of non-profit organizations. International Journal of Nonprofit Voluntary Sector Marketing, 15 276299 26-item measure of perception of non-profit organisation 7-point Likert scale 4-item measure of attractiveness Bipolar semantic differential scaleDeShields Jr, Oscar W. , Kara, Ali, & Kaynak, Erdener. 1996. Source effects in purchase decisions The impact of physical attractiveness and accent of salesperson, International Journal of R esearch in Marketing, 13(1) 89-101 Mowen, J. C. & Brown, S. W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Consumer Research, 8(1) 437-441 Cronley, M. L. , Kardes, F. R. , Goddard, P. & Houghton, D. C. 1999. Endorsing products for money The role of the correspondence bias in celebrity advertising, Advances in Consumer Research, 26 627631 -item measure of overendorsement 7-point Likert scale 3-item measure of perceived income from endorsement 7-point Likert scale Sorum, K. A. , Grape, K. M. & Silvera, D. 2003. Do dispositional attributions regarding peer endorsers influence product evaluations? , Scandinavian Journal of Psychology, 44 3946 RBUS2900 Business Research Method Assignment 2 Part B 25 Table 1d Technique Data analysis techniques Definition Assumptions Important terms Mean = total score divided by n. -Std. deviation= variation of the sample. Min/Max= highest and lowest score in the sample. Skewness= to measure the symmetry of the distribution Kurtosis= how the scores clustering together Eigenvalues (to determine the number of factors) = the amount of variance associated with the factor Cronbachs alpha= to check the reliability of the scale (accepted if Cronbachs alpha0. 7) Normality of distribution Interval data Confidence interval (the range of the data)= For 95% of confidence interval, Sig value should not exceed 0. 05 T value and critical t value Degree of freedom (to determine the critical t value) Sig value (p-value)

Recruiting in the High Schools Essay

You see them everywhere dressed up head to toe in camoufl come on and shiny boots, with the chassis of a super hero. With the recent conflicts in the Middle East, p arents across America amaze protested the armament being inside of our childrens schools auctioning off a better life. Lets face it, who can give a better life to you than your mother? In 2002 the government do a flagship program designed to help underprivileged kids c aloneed the No Child Left Behind deed of conveyance. Since 2002 the No Child Left Behind Act has meant that US schools which receive government money must allow the military in to talk to savants (Act of Congress).So this poses a huge problem for the parents that are hard to fight to get the military show up of the schools and to go down a ban on recruiting from within the confines. The military shouldnt be able to recruit in high schools for mevery reasons. The most important reasons why the military shouldnt recruit inside of high schools is beca use the mind of a high school student isnt developed enough to make the right decisions to join the military gives false hope to kids of financial freedom, and the possibility of death isnt realistically reckond by the recruiters to the high school students. wherefore are we recruiting in high schools instead of on college campuses? There could be a split of reasons behind it, nonwithstanding first and foremost is that s chargeteen course of study olds arent ready to join. The mind of a seventeen year old isnt fully developed until their in their twenties. So the judgment of a right and a wrong decision isnt mindfully thought through. Yes, a seventeen year old just now needs a high school diploma and parental consent but, how can they think they are ready for war when they cant even drink alcohol or vote for their commander and chief?In high schools there are cliques and like any kid they want to be in these so called cliques. Robert Ayers discusses in his book how kids are l ooking for a clique or group to belong to, High school kids are at an age when being a member of an identifiable group with a grand mission and a shared spirit and never underestimate a distinctive uniform is of exaggerated importance, something gang recruiters in big cities also note with interest and shape with skill (William Ayers).Ayers is depicting to us how easy it is to manipulate, and coax a young mind, seventeen years old, just wants to be part of a group with an image no matter what group it is. All somebody has to do is depict an image of greatness and the young volume are sold. The fact and bottom line is that our kids look up to a glorified image that the military and their commercials depict from a young age and they shouldnt be capitalized on nor taken advantage of due to this overwhelming lopsided image.The military is currently under quota of manpower that they need to run a successful defense, so turning to seventeen year olds without the knowledge of militar y recruiting tactics is the logical and more efficient way to get people to join our depleted military. But this is not a reason to prey on sixteen and seventeen year olds who arent even old enough to vote nor drive, but they can make life and death decisions to join the military. But having the undeveloped brain, like we all went through, as they do they are not old enough to cypher through the presentations that the recruiter gives in order to make a valid and rational decision.Why do you see more recruiters in poverty stricken areas contrast to those in areas of good or well financial being? This is because the military is unethically targeting the vulnerable kids in our school system. Recruiters unethically target low income kids while promising them financial aid for school after these students serve in the military. some(a) of the students are promised is school fully paid for via the Post 9/11 bill and the GI Bill. But if you go www. va. gov website you will see the profoun d criteria to actually get 100 share free tuition.The Veteran Affairs website referenced these criterias Active duty status, months and years served, months retired and a overplus of cardinal circumstances. Getting high school students seem to be the plan for high school students, The U. S. militarys practice of targeting low-income youth and students of color for recruitment, in junto with exaggerated promises of financial rewards for enlistment, undermines the voluntariness of their enlistment (Soldiers of Misfortune). So why does the military seem to recruit people of color?Well according to www. census. gov the website tells us a lot about Caucasian children eighteen and under below the poverty line was seventeen percent and the children of the minority races were thirty five percent and higher. So this is actually the ideal place for a recruiter to so called fill their quota. Going back to the argument of recruiters promising false financing of school, this could be an adv antage for the recruiters. hopeful people who dont have anything something is unethical and misleading.This is mostly unethical because the recruiters that are usually E-4 to E-6 have no pull to get you in different tuition programs nor give you the position that you could want, in terms of career and financing. Many possible recruits are promised that they will receive tens of thousands of dollars in education when, in actuality, 57 percent of veterans who have applied for Government Issue (GI) benefits have not received any financial aid, according to the non-profit organization Finding Alternatives to Military Enlistment (FAME).Promising financial benefits to kids that less than the majority of the military veterans receive is morally and ethically wrong. Also, the recruiters dont tell you that in some circumstance you cant attend school while in an Active Duty Status. Reason being is that you could get deployed and be called off to duty at any time and then the government would have to reimburse the institution for the incomplete credits. The recruiters also dont tell recruits that if you are a reservist you are not eligible for the GI Bill, being in the reserve status it will be impossible to accumulate four years worth of active duty.The military also made it so that this could never be reached, its like a safe guard they have in place. The U. S. government also targets discriminate communities and areas. The philosophy of recruiters seem to be The more in poverty a student is, the more likely they will look for a way out and join the ranks. When the recruiters target these areas their showing that the more fortunate kids lives are more valuable and worth sparing more than others. It just isnt right to exploit children from these backgrounds and hold their lives to a lesser status than other backgrounds.Why isnt war realistically depicted to recruits before they join? Because, its nothing like what you see on the video games like Call of Duty or movie s like The Expendables or The A Team, when people shoot a plethora of bullets at you someone or something gets hit. War is catastrophic for human beings, and, indeed, for the continuation of life on Earth.With over 120 military bases rough the globe and the heartbeat largest military force ever assembled, the U. S.government is engaged in a constant state of war, and American society is necessarily distorted and disfigured around the aims of war (William Ayers). A good statistic that should be shared while a recruit is debating whether or not to join the military is, During the last decade of that striking century, two million children were killed, 20 million displaced, six million disabled (William Ayers).Now this is a statistic that should get shared with recruits along with the good statistics that are put in there to glorify military service.Another good fact that recruits probably dont know about 108 million people were slaughtered in wars during the 20th century (William Ay ers). Now the recruiters should tell the recruits to put this into perspective. 108 million people like you and me were killed within 100 years due to war and military conflict. The kids in high school need to understand that those were kids their age and younger, on some continents that were getting killed over things not fully understood.Then when your contract is up and you are honorably discharged from your branch of service people are still left with images of war and relive it every day. Vets suffer long-term health consequences including great risk of depression, alcoholism, drug addiction, sleep disorders, and more. About one-third of Vietnam vets suffered full-blown post-traumatic stress disorder. Another 22% suffered partial post-traumatic stress disorder. This is the nature of the beast. Anyone whos been there knows (William Ayers).If kids the age of 18 and lower are allowed to see and experience these things, then when their brains are fully developed they will be brain washed and war could be instilled in them with no turning back. This could also be that kids brains are not fully developed so they dont have a clear concept of death. Recruiting in the high schools is ethically wrong due to the lack of the recruits brain development to cypher through and make a decision based on facts instead of the image the recruiters portray of the military.Also, the recruiters promise tens of thousands of dollars to these kids when that is a very farfetched truth. The recruiters need to tell them what you actually have to do to earn and qualify for that money so it can actually be yours. Military recruiters also dont depict a clear picture of war and all that is lost during it. Peoples sanity, lives and total way of living are altered forever. Recruiting in high schools should be closely monitored in schools if not done away with all together. Kids eighteen and younger just dont have a grasp on whats domain and whats fabricated.Works Cited Ayers, William. Hea rts and Minds Military Recruitment and the High School Battlefield. Www. democraticdialogue. com. N. p. , 07 Apr. 2006. Web. Cave, Damien. Growing Problem for Military Recruiters Parents. Editorial. New York Times New York 3 June 2005 B6. Www. newyorktimes. com. Web. Census position Homepage. Census Bureau Homepage. N. p. , n. d. Web. 02 Nov. 2012. . FAME Time Series. FAME Time Series. N. p. , n. d. Web. 02 Nov. 2012. . Www. gibill. va. gov. N. p. , n. d. Web.