Technology Wave :: essays research papers

Technology sweeps the world everyday bringing more than than ease into our homes, offices, vehicles, schools, and worksites alike. With this new engineering science, jobs decease easier, faster, and more efficient making life easier for busy parents and students. Along with the ease come laziness and a wave of other(a) problems. Ill explain these problems in more detail a little later. The controversy I see is Is the lack of physical exercise worth the gain of ease? Person all in ally I bank its all in how you use technology. If you just abuse technology and never do any physical activities, than yes, its a bad thing. If you use technology to assist you than no, its being used properly, and can therefore be controlled. Like I fox mentioned earlier if you just use and abuse technology and become dependent on it, than you cant survive without technology and then it becomes a bad way of life. An example of this is the typical businessman. Weve all seen him, right? Well well-ni gh business men have PDAs, cell phones, blackberrys, Laptops Etc Right? Right. But how many of them have physical copies of the randomness that is stored in them? Phone numbers, clients names, documents and countless other documents, papers and information. Some of these important documents are irreplaceable. Still these people crack around everyday without even a thought in their mind that their electronic device can be stolen, lost or broken and all the information will be lost As scary as this though is, to most people it never crosses their mind, or maybe it did once or twice. Maybe 2-3 months ago they copied all their numbers deal or backed up their files to external media but how much more information do they have now that could be lost? Chances are a good 25% of the information is not backed up somewhere. Just waiting for fate to retard them up with the black hole of Numbers And Documents. And once there lost youll never see them again unless you have them written start or saved somewhere else. That is one way technology causes laziness, instead of pulling out a umber book and writing the number down even when you get home after work you just shrug off and go meh there safe trust me there not I lost 125 important phone numbers one day when I lost my cell phone some of these were numbers to friends whom had moved to other states or countries and I no longer had there address or number so have to wait for them to contact me and hope they likewise didnt lose there addresss and numbers.

Tension in Do Not Go Gentle Into That Good Night Essay -- Do Not Go G

Tension in Do not Go Gentle Into That Good Night Dylan Thomass poem Do Not Go Gentle Into That Good Night, is an urgent plea from Thomas to his dying father, and all men not to give in to death. Thomas uses himself as the speaker to the make the poem more personal. The message of the poem is very inspirational. Throughout the poem, Thomas uses different imagery and language to illustrate the tension in the midst of action and inaction. The first stanza helps summarizes the meaning of the poem, urging old men to fight death. In the first stanza of the poem Thomas uses assonance, Old age should burn and gush at close of day / Rage, rage against the dying of the light. (2-3) The use of age in the second line, and rage twice in the third depict assonance. here(predicate) Thomas is trying to disprove the notion that old age is a time to rest, and a time to look back with wishful regrets on ones experiences. The middle four stanzas are examples of various types of men, their trials of life and the whisper of death upon them. In ...

If I Cant Have Her, No One Can :: essays research papers

Most people, when forced to give up the genius thing they truly love, would quite a see it be destroyed than in the hands of another person. In &8220 doddery charr Magoun, by Mary E. Wilkins freewoman, the old woman is in that position. She is loaded down with relinquishing custody of her granddaughter, Lily, to the child&8217s father. Throughout the story, the old woman faces an inner struggle over caring for and, ultimately, losing her granddaughter. She deals with her struggle in a very realistic, human response. Old Woman Magoun is a woman who refuses to be disobeyed or disagreed with. She has a peculiar command over all those in her company. &8220No one had dared openly gainsay the old woman (Freeman, 362). The only person she cannot make &8220visibly cower (361) is Nelson Barry, Lily&8217s father. He is the only one that shows any disregard towards the old woman. Old Woman Magoun and Nelson Barry never agree with each other in any way. The old woman has been especially ca utious of Barry ever since her daughter died and she had to take business concern of Lily. After an undesired and unforeseen encounter between the girl and Barry, the old woman is informed that she must hand over the girl. Feeling helpless and having no control over the situation, she feels forced to make a major decision to prevent the young girl from, what she feels, would be a grave predicament.Old Woman Magoun most likely feels responsible for Lily&8217s situation and her own daughter&8217s demise and has learned to fear men as a pass of it. She fears the girl&8217s father because he represents the part of herself that she cannot control, Lily. She has no choice but to give up her granddaughter and she cannot bear to lose her to the man she despises, Nelson Barry. Facing the mankind of losing Lily is more than the old woman is readily prepared for. In many of her stories, Freeman &8220invests the women with power and yet simultaneously limits their power (http//www.georgetown .edu/libraries/ 2). Old Woman Magoun has a hidden command over people, but it doesn&8217t help her when it comes to keeping Lily. She still has to relinquish her control over the child and she has no power to change the circumstances. Freeman makes the old woman suffer the &8220realities of nineteenth-century New England (2). These realities are that a woman must abide by her socially defined and accepted role and if she does not abide, she will suffer the consequences that result.

Code Of Professional Ethics By American Institute Of Certified Public E

codification of Professional Ethics by American initiate of Certified Public AccountantsIntroduction"A code of professional ethical motive is a voluntary assumption of self disciplineabove and beyond the requirements of the law. The Code of Ethical Conduct servesthe highly practical purpose to notify the earth that the profession willprotect the public interest" (C bey, Doherty p 3). When people contain a doctor, alawyer or a certified public accountant, they seek someone whom they can trustto do a good job, not for himself but for them. People assume that the hiredprofessional is qualified since they cannot appraise him. They must take it onfaith that he is competent. That is why professionals are rattling(a) frombusinesses and why there is a need for ethical regulations.The Code of Professional EthicsThe Code of Professional Ethics for public accountants was developed by theAmerican Institute of Public Accountant and includes four different categories.The first, Concep ts of Professional Ethics, establishes major requirements forCPAs in different areas of their day-to-day professional activities. The mainparts of the Code are Independence, Integrity and Objectivity in the practiceof public accounting, Competence and technical standards, Responsibilities toclients, Responsibilities to colleagues and Other responsibilities andPractices. Independence has always been the fundamental concept to theaccounting profession. In item it is the most essential to the practice of allprofessions. The financial reports produced by CPAs would be of little value tothe public unless CPAs maintain their independence. Independence has always beenassociated with integrity and objectivity. Since faults on financialstatements may be the result of either a honest mistake or a lack of integrityit is imperative to associate the mental picture of independence with the objectivityand integrity. As part of the requirements by the Code of ethics, CPA shouldavoid every(prenom inal) relationships that may result in the CPAs becoming dependent on theparticular client. Such relationships include financial interests and clientmanagement. It is very important that the opinion of the CPA reflects theresults of operating decisions taken by the client and not any underlying ideaswhich may be the case if a CPA takes part in the decision making process of thecompany.Another important ... ... ofparticular cases tending(p) under Ethics Rulings.In addition to the standards described above, state CPA institutions and othergovernment establish their own ethical standards.ConclusionProfessional ethics is concerned with human behaviour and human relations. Ashuman society becomes more complicated, so do the codes of professional accept.The purpose of the rules is to attract and increase public confidence anddiscourage behaviour inconsistent with the image of profession. Publicconfidence may even be more important to the public accountant than to any otherprofessional because CPAs are concerned not only about their clients but alsoabout those who rely on their reports. The code of ethical conduct providesmembers of the profession with the rules that were worked out on the historicalbasis to attract the confidence of the public. Therefore, the rules of ethicsare the foundation of public confidence.Works CitedJohn L. Carey and William O. Doherty. Ethical Standards of the news reportProfession. New York American Institute of Certified Public Accountants, 1966American Institute of Certified Public Accountants. Code of Professional Ethics.New York AICPA, 1977

The Ideas of Hypocrisy, Prejudice and Dignity in Harper Lees To Kill A

The Ideas of Hypocrisy, Prejudice and Dignity in Harper Lees To Kill A Mockingbird In Maycomb, the town in which Harper Lees book To Kill a Mockingbird is set, hypocrisy and prejudice are prevalent in close to of its citizens. Although many a(prenominal) of the characters morals are admirable, you soon realise that what people say and what people do are not always related. Mrs Grace Merriweather falls into this category. She is seen to be the most devout lady in Maycomb and her eyes always filled with tears when she considered the oppressed yet she is just as prejudiced to the black citizens or darkys as the majority of the ladies of the Maycomb aluminium Methodist Episcopal Church South are. Mrs Merriweather appears to be the most hypocritical character in this chapter. Throughout, she contradicts herself - she tells Scout about those poor Mrunas and how she made a pledge in her heart to suspensor them and then shortly after she complains about how th eres nothing more distracting then a sulky darky. This is particularly un...

The Ideas of Hypocrisy, Prejudice and Dignity in Harper Lees To Kill A

The Ideas of Hypocrisy, Prejudice and Dignity in Harper Lees To Kill A Mockingbird In Maycomb, the townsfolk in which Harper Lees book To Kill a Mockingbird is set, hypocrisy and prejudice are prevalent in most of its citizens. Although many of the characters morals are admirable, you curtly realise that what people say and what people do are not always related. Mrs Grace Merriweather falls into this category. She is seen to be the most devout lady in Maycomb and her eyes always filled with tears when she considered the oppressed yet she is just as prejudiced to the black citizens or darkys as the majority of the ladies of the Maycomb Alabama Methodist Episcopal perform South are. Mrs Merriweather appears to be the most hypocritical character in this chapter. Throughout, she contradicts herself - she tells Scout about those poor Mrunas and how she made a pledge in her heart to help them and then shortly after(prenominal) she complains about how theres nothing more distracting then a sulky darky. This is particularly un...

Which Factors Make Advertising Effective?

EUROPEAN BUSINESS SCHOOL LONDON REGENTS COLLEGE FALL TERM 2012 Which factors defecate advertising effective? A marketing literary review based on the Hierarchy of effect, with a focus on the usage of Music in publicize typography by Onofri S. S00603638 Word Count 2364 Supervisor Prof. Gordon Bowen Advertising and Media in the Marketing Environment (MKT5A5) 1 thick Abstract Introduction 1 2 A Basic Condition . 2 The hoe model third responses to be aroused .. ) Cognitive reaction . 2) Affective Response . 3) Conative Response .. The role of Music in Advertising 1) Cognitive Purpose 2) Affective Purpose 3) Conative Purpose RECOMMENDATIONS . 2 5 6 7 9 9 9 9 10 . . .. .. CONCLUSIONS 10 Appendices 11 13 List of References 2 ABSTRACT What makes advertising effective? this Report bugger offs to answer this essential issue because it is the key for achieving or not- the conclusions pursued by all(prenominal) company that invests in advertising. The general examination has been divided in leash beas, depending on the type of consumers response that advertising aims to arouse cognitive, affective or conative, according to the illustrious Hierarchy of Effects model proposed by Lavidge and Steiner in 1961. In addition, the report focuses on the role of Music in advertising, with the purpose to highlight how its use put up help to achieve capability in advertising.Five good words are identified through the report. Advertisers should first choose the media mix able to area as many consumers as possible from the channelise audience (Ogilvy, 1985). Using charitable creativity (Dahlen et Al, 2010) and increasing the frequency of the message (Pickton and Broderick, 2005) is required to pass productively through all the selective phases of consumers influence process, in order to make them diddle the piths of advertising. Music bottom be very helpful both for gaining consumers attention and giving a mnemonic bore to the message (Sutherland, 2008).An e ffective modality to build an emotional link with consumers is referring to common culture (Godin, 1999). Jingles are able to involve consumers, at the point that they can become part of consumers pagan oscilloscope of citizenry (Sutherland, 2008). It is necessary to understand how the purchase decision is taken by consumers in order to affect their behaviour the FCB matrix by Vaughn (1986) identifies four types of purchasing process and suggests the quantity and quality of information to provide for each of them in order to confirm an impact on the decision making process.Since music sets up an entertaining mood, its use appears to be appropriate for the feel products and not for the recollect products (Arens et Al, 2011). As most of these factors refers to the susceptibility of understanding consumers minds, the report has confirmed that psychology represents a basic support for marketing functions as the making of effective advertising (Foxall et Al, 1998). 3 INTRODUCTIO N This paper aims to identify the factors which make advertising effective.The interrogation starts stating a basic condition whence, since might is the ability to bring about the intended result (Oxford dictionary, 2007), the report analyses which are the marketing objectives pursued by advertising. The Hierarchy of Effects Model proposed by Lavidge and Steiner (1961) is considered pivotal in the discourse process. Accordingly, the report uses a tripartite approach in order to better isolate and identify the factors that make advertising successful whether the response sought from consumers is cognitive, affective or conative.The report then operates a specific analysis on the role of Music in advertising, showing how music can be a very useful tool to reach efficacy (Sutherland, 2008) for all the three pursued responses shown previously. Recommendations and Conclusions about the subject area complete the analysis. Practical examples chosen among the most famous companies prov ide evidence to the theoretical analysis further examples can be implant in the appendices. This research has been performed through the method of the literary review books, papers and articles of famous Marketers and Psychologists are used as sources.A Basic Condition Advertising is undoubtedly a primeval part of promotion, but compared to the 4 Ps of marketing mix theorized by McCartney (1960), it represents only an aspect of the marketing effort made by the company (Pickton and Broderick, 2005). To reach and maximize the efficacy of advertising, firms should develop a deep make out-how of their market, becoming what Llambin (2008) calls market-driven companies. This is achievable only by large investments in market research, in order to know as much as possible about consumers and competitors.As Cowles and Kiecker stated (1998), market research is important not only to identify the most profitable butt segments, but also to develop a message content that is appealing to them, and to identify the most effective and efficient marketing communications mix elements and media. Companies convey to focus all their functions to the market only Market-driven companies will be really able to set the most effective advertising (Llambin, 2008). The HoE model three responses to be aroused As advertising is a non-personal form of communication (Fill,2009), marketing can be supported by the studies on the communication process.Among them, the pecking order of effects model proposed by Lavidge and Steiner (1961) states sthat when the ad message reaches the consumer, sideline the steps of the SMRC communication model (Berlo, 1960), the receiver responds by progressively undertaking three phases the cognitive phase as first, then the affective and finally the conative. 4 Specifically, consumers will pass through these sequential stages Awareness, Knowledge, Liking, Preference, Conviction, Purchase. Figure A Figure A Sequential stages of Lavidge and Steiner model (196 1) antecedent http//www. earnmarketing. net/Hierarchy%20Of%20Effects. jpg Using this tripartite approach, the marketing objectives become more definite and t here(predicate)fore it is possible to identify more precisely the key factors for achieving efficacy. Firms should then set up a specific advertising campaign targeted for each of the three macro-responses they want to arouse in the audience (Lavidge and Steiner, 1961). As a confirmation, tied(p) the DAGMAR model (Defining Advertising Goals for Measured Advertising Results) proposed by R. H.Colley in 1961 suggests that any stage should provide the objective for Marketing Communication independent of the rest (Pickton and Broderick, 2005). The following three Mc Donalds adverts clearly show this differentiated approach. In the first unmatchable Figure B, nothing but the apposition of the two logos (the wi-fi ace made by chips) is used since this ad wants to make the audience learn the service provided, it refers to the cogni tive phase. ) Figure B. cite http//4. bp. blogspot. com/_I9lJuLPsXSs/S0phHAFT6fI/AAAAAAAAJ9s/TR7j4eEnYWQ/s400/Cool+and+ Beautiful+McDonald%E2%80%99s+Advertising+10. jpg 5In the second one Figure C, the baby approaching the hamburger evokes feelings of affection for the food offered by the company an home atmosphere is aroused. Emotional persuasion is the first aim for the affective phase. Figure C. Source http//www. breastfeedingsymbol. org/wordpress/wpcontent/uploads/2007/08/mcdonalds. jpg In the third one Figure D, the invitation to take an action is extremely clear consumers should have breakfast at Mc Donalds on Mondays, convinced by the free coffee. This ad aims to induce a change in the consumers behaviour it refers to the conative phase. Figure D. Source http//www. cdonaldsstl. com/images/FreeCoffeeMondays-graphic. jpg The main limit of HoE is its rigidity consumers do not al directions undertake these steps sequentially, because of their irrationality however, the existence of these three kinds of responses is widely accepted also among the critics (Barry and Howard, 1990). Accordingly, it is possible to reformulate the commutation question in a more detailed way which elements are necessary in advertising, in order to improve the companys exertion in pock awareness (1), in the affective relationship with the consumers (2), and in the sales (3)? 6 1 Cognitive responseThe goal of these campaigns is to ensure that customers are mightily aware of the denounce making clear the disfigurement positioning is the main aim (Egan, 2007). Reach is the first key factor. Pelsmacker (2007) square offs it as the number or part of populate who are expected to be exposed to the advertisers message during a specified period . Reach plays the either/or role in the SMRC process if the company does not reach the consumers, no response can be aroused. Therefore, the choice of the most appropriate media mix to reach the target segments becomes crucial for the succe ss of the advertising campaign (Ogilvy, 1985).According to the selective influence process theories, people play a very active role as receivers in the communication process (Karlz and Lazarsfeld, 1955). There are unconscious and social intervening variables which affect the final internalization of the message. Since only the studyd information is able to affect the consumers behaviours the ability to pass through the selective phases of the consumer influence process is the second key factor (Karlz and Lazarsfeld, 1955). To win the receivers attention, it is required to overtake what Wundt (1896) alls the absolute threshold, that is the marginal psychic intensity an individual ingests for reacting to a stimulus. For this reason, the effort to provide appealing creativity to the advert gains great importance (Dahlen et Al, 2010) moreover, since the traditional media are straight off overcrowded (Levinson, 2007), creativity can make adverts emerge to the consumers eyes. A clear example can be represented by the winner of the Best Use of Blu Tac in a Shop Window Postcard Space category in the Chip Shop Awards 2012. Clearasil posted a completely and intensely white postcard impossible not to see.Figure E. Source http//www. chipshopawards. com/ Clearasil is a brand of beauty products against skin imperfections (www. clearasil. co. uk) Use of creativity can also have disconfirming impacts it is difficult to define the line between great effect and great scandal (Godin, 1999). see attachment I 7 In choosing how often to transmit the advertising message, psychology supports marketing formerly again (Foxall et Al, 1998). I. V. Pavlov developed the notion of conditioned reflex (1927) opposed to the innate reflex it is a learned reaction to a positive or damaging stimulus.In marketing, this means that the repetition of a message will increase its understanding thats why frequency plays a key role. Frequency measures the number of times, on average, that a memb er of the target audience is exposed to a message or, more accurately, to the media (Pickton and Broderick, 2005). Increasing the frequency helps making the advertise effective but, according to the foreshorten of Wundt (1896), if the intensity of the stimulus exceeds a certain limit it is even possible to arouse anxiety, nervousness and irritation in the receivers. Affective response Here, the main goal is to create an affective link with consumers, in order to persuade them appreciating the brand and making a preference for it (Fill, 2009). The more the content of a message is associated to paradigmatic knowledge, the more immediate and simple is its decoding by the receiver (Grandori, 1999) thats why advertising should carry associations recalling to the common culture to be effective in building an emotional link with the audience (Godin, 1999).Among all the cultural aspects, semipolitical studies have shown that the more compelling ones are common roots common habits famou s figures (Gabrielsen, 2010). The use of cultural associations can be clearly found in Chryslers spot for the launch of the new 200 model, shown during the 2011 edition of Super Bowl. The affectionateness of the message highlights the origin of the machine, manufactured in Detroit Thats who we are. Thats our story. () Because when it comes to luxury, its as much about where its from, as who its for. at once were from America, but this isnt New York City, or the Windy city. ) This is the Motor city. And this is what we do. The new Chrysler 200 has arrived. Imported from Detroit. see accompaniment II Casting famous figures (VIP) as protection and universe present at the big events widely enjoyed and cherished by people (as the recent Olympics in London 2012) are other effective ways to involve the audience (Arens et Al, 2011) see Appendix III and IV Thanks to these associations, every time that consumers get in touch with the reminded cultural aspect, they will also remember the linked brand (Godin, 1999). see Appendix V This cultural approach shows some limits. Since culture is a sphere of meanings related to the past, the new products which aim to highlight innovation as their force quality cant take the best benefits from cultural associations (Ogilvy, 1985). Moreover, relying on VIP means accepting the risk of linking to them the name of the brand also when something negative is referred to them (Arens et Al, 2011). see Appendix VI 8 3 Conative response In order to affect consumers behaviours with advertising, it is necessary to understand how their decision making process works.The model developed by Vaughn for Foote Cone and Belding in 1980, known as the FCB matrix, considers it as driven by two variables the level of involvement (high-low) and the type of approach to the purchase (rational-emotional). (McWilliam, 1997 Vaughn, 1980 and 1986). The result is the designation of 4 macro-type of purchasing process, each one requiring different kinds of information to be affected differences are both in quantity high and detailed or low and summarized and quality emotional or rational of information. Vaughn, 1986). In Figure F, some exemplar products are placed in the 4 quadrants of the FCB matrix. Figure F. Source Vaugh, 1980 Therefore, advertising can be effective only if it provides the consumers with the kind of information they look for in their decision making process, this one being identified by the quadrant the product is placed in. (Vaughn, 1986). The analysis of 4 different decision making processes is now addressed, referring to the model of Vaughn (1986) 1. High involvement / rational.People look for the real facts, they need to gain the confidence they are doing the right choice (e. g. Mortgage). The way to be effective is to highlight all the product competitive benefits as well as the company know-how, and to provide the consumers with positive feedbacks . Figure G Figure G. Source http//www. okeefeestateagents. com/_microsites/paul_okeefe/ docs/images/homepage/rightColAdvert/need-a-mortgage. jpg 9 2. High involvement / emotional. Consumers want to learn about and feel the experience (e. g. Holidays).Companies should provide content rich media with compelling personal feedbacks, music and everything else able to make the consumers taste the experience. Figure H Figure H. Source www. adcracker. com 3. Low involvement / rational. People usually buy by habit (e. g. toothpaste). Underlining the incentives to change habits as sale coupons can be effective. Figure I Figure I. www. cuckooforcoupondeals. com Source 4. Low involvement / emotional. People often looks for sensory or psychological gratification (e. g. Movies).Showing sensory rich imagery can be successful. Figure J Figure J. Source http//www. filmjabber. com/movie-blog/wpcontent/uploads/2007/11/the-eye-poster. jpg The limit of the FCB matrix is the difficulty to plot the product in the right quadrant, because of the inconsistencies bet ween consumers and companies perceptions of it (Dahlen et Al, 2010). Moreover, as marketing environment is rapidly changing, products and services can fast move from one coordinate to another in the brand image of consumers (Fill, 2009). 0 The Role of Music in Advertising Music can be a very useful tool to reach efficacy in advertising, whether the aim is to arouse a cognitive, affective or conative response in the consumers (Sutherland, 2008). The analysis aims to show how the use of music can aid or hinder the effective factors identified in the general part. 1. COGNITIVE PURPOSE Music can help to win consumers attention reproducing a song known among the target audience or a attention-getting rhythm greatly helps to get its attentions (Sutherland, 2008).The use of creativity in music can be found in the production of jingles, where companies set their own words to Music. Jingles are among the best and worst ad messages produced. Done well, they can bring enormous success, well beyond the non-musical commercial. Done poorly, they can waste the advertising budget and annoy audiences beyond belief (Arens et Al, 2011). see Appendix VII Moreover, what Sutherland (2008) calls the three Rs rhyme, rhythm and repetition give words a mnemonic quality, making the message more catchy and enduring in memory. 2. AFFECTIVE PURPOSEResearch has shown that the positive mood created by music makes consumers more receptive to an ad message (Belch and Belch, 2009). When words are set to the music, a desire for repetition can be created thats why jingles are able to involve consumers, at the point that they can become themselves part of the cultural background of people (Sutherland, 2008). A chart of the top 10 jingles of the century has been made, according to peoples preferences a prove of the attachment consumers have towards them (Belch and Belch, 2009). Figure K. Source Belch and Belch, 2009The case of Oscar Mayers spots clearly shows the emotional power of jingles in a dvertising. see Appendix VIII Jingles are used less frequently today, replaced by an increasing use of current or classic pop songs in the age of the technologic way to abide music companies must be careful not to appear oldfashionable while using jingles (Belch and Belch, 2009). 3. CONATIVE PURPOSE Music can also affect the way people behave, but since it better vehicles an emotional message, it seems to be effective especially -if not only- with the feel products (Sutherland, 2008).A great example of how music can be focused on action is the jingle created by the pizza chain Pizza, Pizza in Toronto the company put its phone number in the lyrics, so that Toronto residents could memorize it easily. see Appendix IX On the other hand, music causes what Sutherland (2008) calls the wash-over effect when we listen to lyrics, we process the message as an experience that we can enjoy or not rather than 11 judging the reliability of its meaning. The entertaining mood set up by music is ina ppropriate when consumers want to focus on the rational information, as for think products (Arens et Al, 2011).As the analysis of consumers responses to music in advertising carried by Oakes (2007) shows, reaching a congruity between music and advertising in mood, genre, image and tempo contributes to the efficacy of an advertisement by enhancing recall, brand attitude, affective response and purchase intention. Since the negotiation of the license rights often needs large sums, marketers should carefully decide if and in which way music can be coherent with the marketing campaign, in order to avoid an expensive disorientation of consumers(Belch and Belch, 2009).RECOMMENDATIONS As shown through the report, advertisers should first ascertain to expose the media mix that will maximize the reach of the audience (Ogilvy, 1985). Passing successfully through all the selective phases of consumers influence process is necessary to make them memorize a message (Karlz and Lazarsfeld, 1955). Concretely, this can be achieved by using appealing creativity (Dahlen et Al, 2010) and by increasing the frequency of the message (Pickton and Broderick, 2005).The use of Music can be very effective both for winning consumers attention and adding a mnemonic quality to the message (Sutherland, 2008). When aiming to build an emotional link with consumers, a successful choice is including associations recalling to common culture in the message sent to consumers (Gabrielsen, 2010). Jingles can be such able to involve consumers, that they can become themselves part of the cultural background of people (Sutherland, 2008).To effectively affect consumers behaviours, advertisers must understand how the purchasing decision for their products is taken by consumers the FCB matrix by Vaughn (1986) suggest the quantity and quality of information to provide for each of the 4 types of purchasing process identified by crossing the level of involvement (high or low) and the kind of approach (emotion al or rational). Music can be effective for feel products, but not for think products, since it sets up an entertaining mood inappropriate for rational decisions (Arens et Al, 2011).The overall recommendation for companies is to consider advertising as a process that involves the entire business as connected with it by a close cause-effect relationship when an advert is not effective, it can be the symptom that theres something wrong in the marketing decision making process, or it can be the cause steer to future problems in the relationship with the market (Llambin, 2008). CONCLUSIONS It has been shown that a tripartite approach to the central question which factors can make advertising effective? is able to deeply analyse the issue and to define an accurate answer. Since all the factors except the maximisation of Reach refer to the ability of reading consumers minds, the report has confirmed how psychology can greatly support marketing functions and, specifically, making advertis ing effective (Foxall et Al, 1998). Thats why Market-driven companies, which have developed a deep knowledge of their consumers as a result of large investments in market research, have the concrete possibility to apply these factors in the most effective way possible (Llambin, 2008). 2 APPENDICES I. As an example, the historical testimonial used by Danish Frisbee Sports Union for the 2012 campaign will be definitely able to catch consumers attention, but it can sanely arouse perplexity and disgust in a high number of people. Source http//www. chipshopawards. com/ II. Full text of the spot Narrator I got a question for you. What does this city know about luxury, hm? What does a town thats been to hell and back know about the finer things in life? tumefy Ill tell you. More than most.You see, its the hottest fires that make the hardest steel. Add hard work and conviction. And a know how that runs generations deep in every last one of us. Thats who we are. Thats our story. Now its p robably not the one youve been reading in the papers. The one being written by folks who have never even been here. Dont know what were capable of. Because when it comes to luxury, its as much about where its from as who its for. Now were from America but this isnt New York City, or the Windy City, or Sin City, and were certainly no ones Emerald City.Eminem This is the move city and this is what we do. Written text The new Chrysler 300 has arrived. Imported from Detroit Source http//www. youtube. com/watch? feature=player_embedded&v=V0HLIvtJRAI III. VIP testimonials can provide good advantages a VIP well known among the target audience can better win consumers attention it allows to make the advertising message more personal, exploiting the VIPs familiarity with the consumers people will associate the appreciated qualities of the VIP to the product (Arens et Al, 2011). 13Nestle chose to set a totally VIP-focused campaign to promote Nespresso brand George Clooney has being appear ed in every adverts of the famous espresso machine, with the aim to take advantages from his style and world-wide popularity. Source of Image http//www. generation-flux. com/images/Nespresso-site. jpg IV. A great example of how an emotional link can be built by focusing advertising on current events widely enjoyed and cherished by people is represented by the marketing campaigns of P&G, created to promote their laundry products Ariel in UK and tide in USA during the Olympics of London 2012.The compelling references on the athletic competition were present in both the spots Before the Gold, Silver, and Bronze, its the red, white and blue. At the Olympic Games, its not the color you go home with that matters, its the colors you came in. When colors mean this much, trust them to Ariel (UK)/ Tide (USA). The meaning of the final sentence Proud steward of Our Countrys Colours was certainly influenced by the images of the athletes shown in the video for Ariel, a high number of British participants for Tide, almost only American players.Sources http//www. youtube. com/watch? v=DoF9DROHYnU Tide for USA http//www. youtube. com/watch? v=Jipn-MGg0DA Ariel for UK. V. A great example of the power of cultural associations can be found in politics. The ex-Italian prime minister Silvio Berlusconi, considered the biggest pioneer in the Italian political marketing in a negative or positive way depending on the political conviction (Palmieri, 2012), named his first caller Forza Italia (1994), that is the same slogan used by Italian people as an incitement for the national football team.The result was a widespread embarrassment (ibidem) when people not voting for Berlusconi wanted to support the football team, but they had to shout the name of his party they could not manage not to think about this political association. VI. Cirio is an Italian company founded in 1856 specialized in canned food, especially in tomato paste. (www. cirio. co. uk) Cirio managers werent happy to learn that their testimonial Gerard Depardieu was founded drunk and misbehaving on a plane just two weeks later the advertising campaign was launched.The spot is accessible here http//www. youtube. com/watch? v=ReGPNs-HfH0 The installment reported http//www. telegraph. co. uk/news/celebritynews/8706992/GerardDepardieu-accused-of-urinating-on-floor-of-plane. html VII. As an example, in the 1970s Coca-Cola was so successful with its jingle Id like to buy the world a Coke that it was then extended and released to become an international chart hit called Id like to Teach the World to Sing (Sutherland, 2008). VIII. Oscar Mayer is a brand owned by Kraft Foods.At the end of last century the company held local auditions in search of American children to continue the 30-year tradition of singing the catchy bologna and wiener jingles they were such known that Oscar Mayer decided to be selfreferential in order to best cultivate the relationship with the consumers. Thompson, S. 1997. Promot ions Nostalgia Bolognese, Brandweek, April 14, 1997 Original videos are available here http//www. youtube. com/watch? v=rmPRHJd3uHI (Bologna) http//www. youtube. com/watch? v=aNddW2xmZp8&feature=related (Wieners) IX.The example and the text of the jingle are reported in Sutherland (2008, p 122) nine-sixseven, cardinal eleven / phone Pizza Pizza, hey hey hey 14 List of References BOOKS Llambin, J. J. , 2008. Market-driven management, Marketing strategico e operativo 5th ed. Milano Mc Graw Hill. Oxford, 2007. Shorter Oxford English Dictionary on historical principles. Oxford Oxford University Press Berlo, D. K. , 1960. The process of communication an introduction to theory and practice. New York Holt, Rinehart and Winston. Egan, J. , 2007. Marketing Communications. South Western Cengage Learning.De Pelsmacker, P. , Geuens, M. and Van den Bergh, J. , 2007. Marketing Communications a European Perspective, 3rd edition. Harlow Financial metre Prentice Hall. Wundt, W. , 1896. Compendi um of Psychology. Consulted in the 3rd Italian translation by Agliardi L. , 2004. Compendio di psicologia. E-book accessible at http//www. liberliber. it/mediateca/libri/w/wundt/compendio_di_psicologia/pdf/compendi_p. pdf Katz, E. and Lazarsfeld, P. F, 1955. Personal influence the part played by people in the flow of mass communications. London Transaction (ed. 2006). Levinson, Jay Conrad Levinson, Jeannie Levinson,

Midterm Exam Essay

Utopian Stories After reading the short stories thought this semester, I have found that many of the Utopian stories be thematically the same. A Utopian story is a short story or novel in which someone pays the cost for perfection in society. there are three short stories that are most thematically alike those are The Lottery by Shirley Jackson in 1948 The Ones Who Walk Away from Omelas by Ursula K. Le Guin in 1975 and Harrison Bergeron by Kurt Vonnegut Jr. in 1961.I have chosen these three stories because someone pays the cost in each of these stories and the results in each of them are the same. The elements of plot, characterizations, settings and symbols of each of these stories are alike. The story The Lottery by Shirley Jackson is about village who stones a villager, old or young, once a year, for ripe crops and harvest. This person is chosen by a draw from a box. As in the lottery, the short story entitled The Ones Who Walk Away from Omelas by Ursula K Le Guin is about a c ommunity that isolates and eglects a child for a perfect community and in Harrison Bergeron by Kurt Vonnegut Jr. he community is retiring by handicaps so that everyone can be equally perfect. All of these stories plots have the one person that is tortured or killed for everyone elses happiness. someone has to die or be neglected for perfection, they become sacrifices and non willingly. They are chosen unfairly or are held back of their gifts. The characterizations in each of these stories are simply innocent. None of the main characters had a choice and if they rebelled they were still put to death. In The Lottery Mrs. Hutchinson seems to be a normal catch and a striking wife.She was doing as women in that time should have done, and she was late because she was doing the dishes. She was innocent. In The Ones Who Walk Away from Omelas a young boy is neglected and frowned upon as a sacrifice. It is not said that this boy had done anything to deserve this, or that he was chosen be cause of his behavior. He was innocent and very young, most likely pure. In Harrison Bergeron both the mother and father were a normal family however the father had to wear a handicap to make im less intelligent and Harrison was a normal boy that was suffer and talented however he disagreed and paid a cost.I believe that all the characters were treated unfairly. They all seemed to be nice and normal. The settings and Symbols of each of the stories are in a small village or community. A smaller community is easier to control and persuade. I think that the symbols are similar they are all restraints in a way or isolation. Stones were used in the lottery and when thinking of a stone I think of something frigorific and hard and very uncomfortable. In the Ones Who Walk Away from Omelas they used a basement to keep the boy in.When thinking of a basement I think of a dark cold place also very hard and uncomfortable. In Harrison Bergeron they used handicaps that were probably uncomfortabl e and the loud sounds in their all very uncomfortable. In conclusion I believe that these three stories were all thematically alike. The Lottery, The Ones Who Walk away from Omelas, and Harrison Bergeron were all great stories and I would recommend them to anyone who would like to read a utopian story.

The theory of relativity and its use in Sci-Fi

This investigation looks in to the different aspects of general and special relativity that has been used in science fiction movies. This report talks astir(predicate) the diffi fadies and possibilities of travelling at the reanimate of clean (c), the different propulsion systems that could be used and how trecknology has metamorphosed the boundaries of physics in Hollywood features. Time travel also features tone at different theories behind it with a number of new ideas.The Foundations of relativity were set prohibited in detail by Albert Einstein. The special version of the theory, which applies to observers in a uniform relative motion, has led to a number of successful conclusions of a variety of effects. Newtons laws of motion give us a comp permite description of the deportment of moving objects at low speeds (speed of objects much less than the speed of wispy). These laws being thought up in the 17th century, when the classical laws of dynamics where being speculate by other early physicists, these classical laws are themselves subject to a relativity principle.Einsteins special theory of relativity gives the motion of particles moving at plastered to the speed of lightsome. It actually gives the motion of any particle. This does not however prove Newton wrong his equations are within Einsteins relativistic equations.Einsteins theory of special relativity is based on two assumptions1. All inertial (i.e. non-accelerating) frames of reference are equally reasonable (i.e. any observations or experiments performed will produce equally valid results).2. The speed of light is constant for all inertial frames of reference.Given these two statements, Einstein showed how definitions of momentum and energy must be refined and how quantities such as length and time must change from one observer to another in order to get consistent results for physical quantities.Science fiction has for years tried to incorporate the theories that govern the reality o f physics within their programmes, to keep those die hard science fiction fans happy. Science fiction has been subject to cult following for many years and in many countries, although no matter how hard they try there are a number of important facts that search almost popular to overlook, the main one being travelling at the speed of light. Many programmes have some sort of light propulsion, warp sustain and travel to other universes. But can this really be done?Many physicists all over the world have tried to find out if travelling faster than the speed of light is possible without violating relativity. We do k at one time that is impossible to accelerate forever, because the closer to the speed of light we get the mass tends to timeless existence this smasheds that there would need to be an infinite amount of energy needed to push us past this speed barrierThis equation represents what would fall out to mass when relativistic speeds are reached. Here, m is the mass, of an obj ect at rest m is the value for the moving reference frame. As you get closer to the speed of light the product at the bottom of the equation gets closer to zero so this means that m/m tends to infinity. If you were to rearrange this equation so to get the value of m the resembling results are catchn.The increase in mass, however, is best understood not as a change in mass but as a change in the relationship of mass and momentum. Momentum (p) is the product of mass x velocity. Here, p is the relativistic momentum and m is the rest mass.Once again we can see that the momentum this time will tend towards infinity as we reach the speed of light.Using one of Einsteins most famous equations E = mc2 we can now see that if the mass does tend towards infinity that an infinite amount of energy will be needed to remain at constant velocity let alone accelerate.Time dilation is another consequence of travelling at relativistic speed. Weve all heard about the twin paradox if one twin went on a space journey at 99.5% the speed of light and returned in what he judged to be 4 years the other twin with have ripened by 40 yrs These effects cannot be seen with humans, yet it has been tested and seen to occur with particles at the atomic scale. So any sci-fi movie where the astronauts return home after visiting other galaxies after travelling at the speed of light is clearly impossible, if they had been travelling for any length of time they would have probably catch back to their grandchildren.To explain this if you could imagine a spacecraft with a light source perpendicular to the motionIf there were an observer on the spacecraft and the light travelled 0.6m it would take 2 nanoseconds to travel that distance. By victimisation a simple equation speed = distance/ time the light is travelling speed = 0.6 x 210-9 = 3108 ms-1 this should not come to as a surprise as this is the speed of light. However if the observer then was then stationary with the spacecraft moving past th em, they would see the light take this directionNow in pre-relativistic (Newtonian) physics, both observers record the same period of time. Consequently, the velocity put down by the two observers is different the Earth-bound observer would record a greater velocity for the beam of light.But taking into account Einsteins assumption that the speed of light doesnt change, and is the same for both observers, the distance for the light to travel doesnt change as it is not in the direction of travel, the time which the light takes obviously changes. Does this then mean there is no such thing as absolute time?The distance that would have been observed for the light to travel would have been 1m so using the equation time = distance / speed, time = 1 / 3108 = 310-9 s, so we can conclude the clock on the space craft is unhurried than that when stationary.This is given by the equationIf v

Personal Growth and Development

Psychology 101 TuThu 330-445 The concept of individual(prenominal) development has been an important factor that solves the characters we develop, and the boilers suit person we be stupefy. Research argues that many of the values and traits we accept stem from both genetics and the environment. In terms of genetics, patrimonial traits be passed down from the beat and father, which capriole a huge role in in-person development, hardly research and personal experience also suggest that the impact of the environment parallels the importance of genetics.Environmental factors put one over been proven to significantly impact the growth and development of an individual. The home the individual is increase in, the people they are surround by and the individuals role model all play an important role in the molding of the individual. such(prenominal) is the reason why pagan relativism impacts individuals, and guides the way they perform tasks, execute decisions, and their way o f thought. The American culture, for example, has slowed down the enactment of adolescence into adulthood due to pagan ideals, and the greater motif to pursue a higher(prenominal)(prenominal) education in order to compete successfully in the country.Research by the 1958 National Child Development Study, and the 1970 British cohort Study support these statements, and ca-ca shown that we have reached a generation in which adolescents are transitioning into adulthood more slowly, yet more psychological underline is placed on them, and reports of depression have raised since the 50s. Personal growth and development traces back to genetics. Each individual is born with a specific set of genes depending on the mother and father.Genetic traits much(prenominal) as weight, height, appearance, and in some cases, personality, are passed down the hereditary line, and predisposes individuals to certain traits and qualities. The health of the individual is also largely influenced by the maintenance taken by the mother while the fetus was developing within the womb. Proper nutrition, and avoiding neglectful habits much(prenominal) as drinking and smoking, all help to shape the health of the individual from the m they are born. The environment we are raised in is also another factor in the shape and development of an individual.Take for causa the take away that examined how environment affects individuals such as siblings, twins, and kids not related by blood, but raised in the aforesaid(prenominal) environment. It is shown that even twins who exited the womb during the same birth can come out profoundly different in their adulthood if they were raised in a different environment from their twin. The food that we eat, the habits that we employ, and the overall lifestyle of the individual play an important role as puff up as genetics.Two similar children who are raised in different environments may possess the same genetic traits, but overall can be distinguished by the environment they were raised in. Cultural relativism plays a role as well in the well-being of the individual. organism raised in America sets a different standard for living vs. being born elsewhere. In America, individuals are taught to be creative and unique, rather than correct to group ideals. It is in this culture that children are taught to employ creative ideas, and to break away from the grain.In other cultures, such as those in China, kids are raised to hap the grain, and rather than question elders and peers, are taught to accept what is given and told to them. With that in mind, the transition into adulthood has also slowed down due to heterogeneous factors such as cultural acceptance, and the need to pursue a higher education in order to be more competitive in the line of credit market. As the years pass, so does the standard of education raise as more occupations open up to individuals with special skills and knowledge achieved through a higher education in college.Although this drawn-out transition into adulthood and independence may seem less stressful for individuals, studies from the British Cohort Study show that individuals in the 70s vs. the 50s reported more cases of depression, and stress due to factors such as economic recessions which hindered the line of merchandise market availability. This generation is especially pressed to reach higher educational goals as the market for out of practice(predicate) labor reduces as the market for skilled labor increases hindering the transition into adulthood and independence.In conclusion, personal development and growth are influenced by several factors such as genetics, environment, cultural relativism. These factors shape an individual in specific ways. Genetics passed on influence ones height, personality, and predispositional idea that affect the person in everyday situations. Proper health from the time the embryo is implanted is necessary for a healthy baby. The environment also plays a role in the formative of the individual. The home one was raised in, the nutrition, and overall lifestyle impact the health and behavior of a person.Cultural relativism also plays a role, as culture follows an individual well-nigh regardless of location, and influences what one finds acceptable, and follows due to social norms. Because of the need for a higher education in todays job market, a slower transition into adulthood can be traced to the need for more schooling, and a slower transition to independence.References Spiro, Melford E. (2001). Cultural determinism, cultural relativism, and the comparative study of psychopathology. Ethos. Berkeley. Vol. 29, Iss. 2 pg. 218, 17 pgs. Huffman, Karen (2010). animateness Span Development I. John Wiley and Sons, Psychology in Action 314-347.Personal Growth and DevelopmentPersonal Development and Growth Zoheb Osmani Psychology 101 TuThu 330-445 The concept of personal development has been an important factor that shapes the characters we develop, and the overall person we become. Research suggests that many of the values and traits we possess stem from both genetics and the environment. In terms of genetics, hereditary traits are passed down from the mother and father, which play a huge role in personal development, but research and personal experience also suggest that the impact of the environment parallels the importance of genetics.Environmental factors have been proven to significantly impact the growth and development of an individual. The home the individual is raised in, the people they are surrounded by and the individuals role model all play an important role in the molding of the individual. Such is the reason why cultural relativism impacts individuals, and guides the way they perform tasks, execute decisions, and their way of thought. The American culture, for example, has slowed down the transition of adolescence into adulthood due to cultural ideals, and the greater need to pursue a hig her education in order to compete successfully in the country.Research by the 1958 National Child Development Study, and the 1970 British Cohort Study support these statements, and have shown that we have reached a generation in which adolescents are transitioning into adulthood more slowly, yet more psychological stress is placed on them, and reports of depression have raised since the 50s. Personal growth and development traces back to genetics. Each individual is born with a specific set of genes depending on the mother and father.Genetic traits such as weight, height, appearance, and in some cases, personality, are passed down the hereditary line, and predisposes individuals to certain traits and qualities. The health of the individual is also largely influenced by the care taken by the mother while the fetus was developing within the womb. Proper nutrition, and avoiding neglectful habits such as drinking and smoking, all help to shape the health of the individual from the time they are born. The environment we are raised in is also another factor in the shape and development of an individual.Take for instance the study that examined how environment affects individuals such as siblings, twins, and kids not related by blood, but raised in the same environment. It is shown that even twins who exited the womb during the same birth can come out profoundly different in their adulthood if they were raised in a different environment from their twin. The food that we eat, the habits that we employ, and the overall lifestyle of the individual play an important role as well as genetics.Two similar children who are raised in different environments may possess the same genetic traits, but overall can be distinguished by the environment they were raised in. Cultural relativism plays a role as well in the well-being of the individual. Being raised in America sets a different standard for living vs. being born elsewhere. In America, individuals are taught to be creative and unique, rather than conform to group ideals. It is in this culture that children are taught to employ creative ideas, and to break away from the grain.In other cultures, such as those in China, kids are raised to follow the grain, and rather than question elders and peers, are taught to accept what is given and told to them. With that in mind, the transition into adulthood has also slowed down due to various factors such as cultural acceptance, and the need to pursue a higher education in order to be more competitive in the job market. As the years pass, so does the standard of education raise as more occupations open up to individuals with special skills and knowledge achieved through a higher education in college.Although this slower transition into adulthood and independence may seem less stressful for individuals, studies from the British Cohort Study show that individuals in the 70s vs. the 50s reported more cases of depression, and stress due to factors such as economic re cessions which hindered the job market availability. This generation is especially pressed to reach higher educational goals as the market for unskilled labor reduces as the market for skilled labor increases hindering the transition into adulthood and independence.In conclusion, personal development and growth are influenced by several factors such as genetics, environment, cultural relativism. These factors shape an individual in specific ways. Genetics passed on influence ones height, personality, and predispositional thinking that affect the person in everyday situations. Proper health from the time the embryo is implanted is necessary for a healthy baby. The environment also plays a role in the shaping of the individual. The home one was raised in, the nutrition, and overall lifestyle impact the health and behavior of a person.Cultural relativism also plays a role, as culture follows an individual around regardless of location, and influences what one finds acceptable, and foll ows due to social norms. Because of the need for a higher education in todays job market, a slower transition into adulthood can be traced to the need for more schooling, and a slower transition to independence.References Spiro, Melford E. (2001). Cultural determinism, cultural relativism, and the comparative study of psychopathology. Ethos. Berkeley. Vol. 29, Iss. 2 pg. 218, 17 pgs. Huffman, Karen (2010). Life Span Development I. John Wiley and Sons, Psychology in Action 314-347.

Martha Rinaldi Case Analysis Essay

BACKGROUNDMartha Rinaldi, a twenty seven year senile aspiring business woman who has recently completed her MBA. Originally from Iowa, she completed her undergraduate degree in computer Science in 2006 from the University of Iowa. From thither, Rinaldi began her MBA at a top nonch business school in Chicago, with her focus on market. After completing her first year in the MBA program, Rinaldi took a summer internship as assistant to the Director of Promotions at a Chicago based restaurant chain called rich Dive Pizza. During her short time at Deep Dive, Rinaldi handd ideas intimately brand aw atomic number 18ness and red-hot(a) product violatement. But her most noniceable contri exactlyion came from her final generate on enthr singlements presentation. This persuasive presentation caught the attention of Deep Dives CEO, ultimately creating a duty finish uper for her with the Deep Dive promotions team once she completed her MBA the side by side(p) summer.When Rinaldi arrested her MBA in 2008, she was face up with two offers. First, she had the opportunity to return to Deep Dive as a lead for a special designs team in the market department. Her second job offer was an assistant product theatre director at Potomac Waters in their Health Drinks Division. To help make her decision, Rinaldi began to research each community and self-assess her accepts as they mend to her c beer ambitions. After careful consideration, Rinaldi decided Potomac Waters, a depicted objectly earned company with a proven record of marketing brilliance, would ca-ca her the outmatch opportunity to meet her career ambitions and somebodyal needs.INDIVIDUAL NEEDS & GOALSNeed for Achievement and Individual GoalsIn this case Rinaldi has some(prenominal) underlying needs. Needs, physical or psychological, give the bounce describe behaviors associated with motivation. Rinaldis needs reflect her labour at Potomac. She wants to kick down to the success of the health dr inks category and its brands, while use uping a gravid deal from Potomac. She hopes her time at Potomac will provide her with the experience to drive forward her corporate career. The first of Rinaldisneeds is the need for consummation or growth. McClellands theory nones individuals with the strong desire for achievement analyze pips, try to understand the chances of success, and hardened moderate achievement goals for themselves (McClelland 160). Rinaldi demonstrates her need for achievement in several ways. First, she chooses to pursue higher education in an MBA to help her develop her career path.Secondly, Rinaldi took considerable time choosing amongst job offers after graduation. Her decision was Potomac Waters because she valued to gain the knowledge and experience a nationally established firm like Potomac could provide. Although, a job at Potomac would be rigorous and challenging, she wanted to develop as a professional in the midst of a successful marketing departm ent. Rinaldi demonstrates her need to achieve a third way, when she acknowledges Potomac promotes their assistant managers faster than the assiduity average. Here, she is already setting a goal and create a vision to achieve a promotion to product manager with in the company.Need for railroad tieRinaldis second need that keep be identified is the need for affiliation to establish warm lasting affinitys with new(prenominal)s, to be liked, and to seek the approval of others (McClelland 160). She demonstrates this need primeval as she researches Potomac Waters before she commits to their job offer. Rinaldi made a visit to Potomac in June of 2008, where she met with employees who were happy to get to know her. She had lunch with product managers who provided frank feedback and told her they valued her energy and enthusiasm. Her perceived warm welcome to the company was a big driver in taking the position at Potomac. Another notability example of Rinaldis need for affiliation is during her time of employment at Potomac. Rinaldi works directly with associate product manager Jamie Vaughan, but reports to product manager Natalie Follet. Rinaldi has a strong desire to be liked and valued by Follet and Vaughan.Need for AutonomyRinaldi felt her contributions to the return on investment denominatement were famed and deserving of the opportunity to record in more investments like it in the future. Rinaldis final identifiable need is the need for autonomy the need to lot exception her skills, to be assertive and independent. In the phrase Employee Motivation, the authors outline thedrivers of motivation acquire, bond, comprehend, and defend (Nohria, Groysberg, Lee, 2008). Rinaldis need for autonomy parallels this articles need to comprehend.She desires her job exercise to be meaningful and distinct within Potomac. In addition this role needs to foster a sense of influence and contribute to the company as well. The article emphasizes that in order to get pe ople to do their best work, all four drivers of motivation need to be met. Rinaldi was hoping Follet would note her work performance, and assign her more challenging projects to contribute to the steep of Invi. Instead, Rinaldi went back to making copies, running errands and doing menial tasks for Vaughan such as layer boards and power points. N wiz of which used her skills as an MBA graduate.INDIVIDUAL BLOCKAGES AND OPPORTUNITIESRinaldis effort and performance are connected. Influencing this connection are the individual opportunities and blockages skills, abilities, training, experience, soulfulnessality, carriages and someoneal goals. These influences drive motivation and can cause a person to perceive low or high effort-performance expectancies.Skills and ExperienceSince taking the job at Potomac, Rinaldi used very little of her MBA education or skill set as she performed basic tasks and was discouraged to take the initiative on more important projects by Vaughan. She was c omputer savvy from her undergraduate degree in Computer Science. She demonstrated these skills during her internship with Deep Dive Pizza by creating a return on investment presentation for the potential allocation of funds towards a newborn computerized information system. Rinaldi also has experience in marketing from her internship at Deep Dive. Deep Dive prided themselves on brand marketing through flashy advertising of new products.Rinaldi contributed many a(prenominal) great ideas on how to educate new franchise owners about the brands core elements. She also gained experience communicating the unique(p) style of product training to new suppliers of Deep Dive. Rinaldi also has good reasoning skills. She was sure to weigh out the appointed and negatives of each of her job offers learning the completion of her MBA. She was self-aware of her needs for affiliation, achievement and autonomy. This prompted her to take the position that she perceived to give her the mostmarketi ng training and education, to better cook her for a marketing promotion in the future.PersonalityIn addition to Rinaldis business education and work experience, her personality is a nice compliment (Figure 1.1). Personality is a set of traits or characteristics of a particular person. They can be categorized into five attributes, also known as the Big Five Personality factors. epitome of Rinaldi shows she is highly open to new experience. She is intelligent, broadminded, and imaginative. She shows these characteristics when she contributes distinguished ideas at marketing meetings, and her final presentation as intern at Deep Dive. Another example of her receptivity is when she decided to focus on marketing during her MBA study, even though her passion was computer science. She felt the pair was a great combination for success in business.Rinaldi also scores high in conscientiousness. Her ability to be dependable, thorough, hardworking and organized is noted throughout the case s tudy. She worked many long hours on the return on investment project for Follet, reworked storyboards and PowerPoints for Vaughan on a time crunch, and is very organized in her thoughts goes. Although it is difficult to define if Rinaldi is highly extraverted, she is not reserved, allay or shy. She searchs to be out divergence when she visits with other managers and peers during her beginning stages at Potomac. She also meets other department managers for lunch on occasion to discuss work projects and performance. A fourth dimension of personality is ruttish stability. Rinaldi is neither high nor low in emotional stability because she is mollify and secure in who she is.However, Follet causes Rinaldi some emotional turmoil and anxiety at work. For example, when Rinaldi lent a hand to a coworker from another department who needed her help one daybreak (recognizing anothers need is an example of Rinaldis social awareness), she lived an email from the Vice chairwoman of Marketin g thanking her for her efforts, but reminding her that he values her time is best spend working on projects similar to the return on investment assignment she completed a few weeks prior. Follet was copied on this email as well. When Follet approached Rinaldi about the incident, she told Rinaldi it was ok to sometimes help out around the office, no matterthe circumstance.This meeting left Rinaldi confused as to whose directive she should follow. In this case study, Rinaldi bes to react to what happens, an international locus of control, kinda than controlling what happens (Figure 1.2). She reacts to the way Follet and Vaughan treat her. They dont give her the responsibility at Potomac to be a driver of change, but rather react to what happens instead. Rinaldis personality type is locus of control. She feels that the consequences of her actions are controlled externally by factors beyond her control, rather than an internal eyeshot. Some factors that influence a persons destiny might be luck or fate. In Rinaldis case, she feels as if Follet controls her destiny at Potomac. Follet doesnt give her meaningful projects to contribute to, which is then followed up by Follet in Rinaldis review saying that she lacks initiative.Emotions and AttitudesRinaldi has negative emotions and position toward Vaughan. Attitude, as defined by Champoux, is a learned sensibility to respond in a consistently favorable or unfavorable manner with respect to a given object (Champoux, 106). Her cognitive part of that attitude is her belief Vaughan has been at Potomac for several years, is very analytical, but has limited marketing experience. Her affective attitude is based on the evaluations and feelings she experiences with Vaughan. These evaluations and experiences are as follows Since day one in the case, Vaughan was distant and cold. This demonstrates his low value in agreeableness on the Big Five Personality chart. Rinaldi and Vaughan view as a poor work relationship. In add ition, he is hard to communicate with, causes work conflict with Rinaldi.She was only to answer to Follet, but yet, Vaughan proceeded to give Rinaldi orders and assignments. Her behavioral intentions are to try to work well with Vaughan on projects, but her friendliness and patience with him is low. Her attitude of Follet is based on emotions and evaluations she experienced with Follet. Rinaldis cognitive part of attitude is her belief Follet has high creative marketing ability. Her affective part of attitude is her observations and experiences with Follet. For example, when Follet confronted Rinaldi on the issue of taking orders from Vaughan, Follet told Rinaldi, If Jaime asks you to do something, assume its for good reason (Hill 7). This statement, like many others, is contradictory of Folletsrule that Rinaldi only reports to her. Examples like this cause Rinaldi emotional turmoil, anxiety, and confusion. She feels that Follet is always pushing her off, and perceives her as a know -it-all MBA who is demanding and impatient. Therefore, Rinaldis behavioral intention is to follow Follets orders because she is never sure of Follets reactions or emotions to any situation at Potomac.Emotional IntelligenceEmotional intelligence is a three tier process by which an individual expresses emotions of others and oneself, manages emotion in others and oneself, and uses these emotions to direct behavior. There are four defining dimensions of emotional intelligence, self-awareness, self-management, social awareness, and relationship management. An emotionally intelligent person knows how to influence other peoples emotions. In this case, Rinaldi demonstrates self-awareness and management, as well as, social awareness (Figure 1.2). Rinaldi displays her self-awareness when she discusses her many skills and experiences early in the case. She describes her ability to perform and learn from her position at Potomac. She recognizes her narrow marketing knowledge and inexperience li mits her ability to possibly perform at the Deep Dive job opportunity.An example of where Rinaldi exhibits her self-management dimension in the case is when she is working on the return on investment assignment for Follet and Vaughan. She works late a few evenings, showing her flexibility and dedication. When she completes the assignment, her efforts are not recognized by Follet or Vaughan. However, she controls her emotions, by not showing either of them her disappointment. And finally, Rinaldi demonstrates her social awareness when she realizes one of her colleagues is in distress trying finish some last minute projects at the office. Despite this occurs out of her department, Rinaldi pitches in to help. She is aware of her colleagues anxiety and emotional distress, and is empathetic towards her situation.PerceptionsRinaldi has developed many informations of herself, Potomac, Follet and Vaughan. Perception is a cognitive process by which a person becomes of aware of something thr ough the senses. A view of Rinaldis self-perception is her high self-esteem early in the case. She is confident of herself-worth, skills and abilities because she was getting good feedback from other managers at Potomac. Rinaldis self-concept, a set of beliefs she has about herself, is she believes others view her as an enthusiastic and energetic new subscribe to who can contribute many great marketing ideas to Potomac. When Rinaldi was choosing between her job offers after completion of her MBA, she perceived Potomac Waters to be an elite national business firm that had an exceptional marketing department. After talking with the Potomac recruiter, her attitude towards Potomac was irresponsible, because only they could offer the utmost marketing training and grooming of any company. regrettably this perception of Potomac will change later on in the case. Rinaldi perceives Follet in many different ways. She recognizes the creative ability Follet fosters from her previous design exp eriences with other companies. She appreciates the complimenting relationship of Follets creativity, and Vaughans analytical way with numbers.They make a good team. However, Rinaldi notices that Follet is not providing her with the training she had hoped for. Rather, Follet was not organized for Rinaldis start at Potomac Follet pushes Rinaldi off on Vaughan for busy work, and doesnt provide consistent feedback. Rinaldi acknowledges Follet as her superior, and wants to be loyal to her. However, it is difficult with the varying responses she provides to either situation. Finally, Rinaldi has a negative perception of Vaughan. This perception is unchanging throughout the case. He pushes his menial tasks off on her, discourages her from taking initiative on more valued projects, and takes credit for all the work. His cold attitude towards Rinaldi and other coworkers makes it hard to communicate effectively. Except when Vaughan engaged in a yelling match with Rinaldi about come calculat ions she had made. That argument won the attention of everyone in the office.Rinaldi is aware of the strange relationship of Follet and Vaughan. They seem to be very in tune to what is going on between themselves and the department. A few notable examples are as follows. Follet sent an email to Rinaldi saying Vaughan perceived Rinaldi as restless a few days into her new position at Potomac. Follet, Rinaldis executive program, didnt observe this behavior, but rather takes into account Vaughans perceptions and attitudes. Or perhaps following the shouting incident between Vaughan and Rinaldi everyplace a few calculations, Follet pulled Rinaldi away and told her Vaughan is just misunderstood sometimes. This wasmore than a misunderstanding of behavior, rather an excuse for Vaughans treatment of Rinaldi.ORGANIZATIONAL BLOCKAGES AND OPPORTUNITIESThe involvement between effort and performance is not free of obstacles. In this analysis of Martha Rinaldis case, consideration mustiness be given to faceal blockages or opportunities. These obstacles would include attitudes creating conflict, personalities other than Rinaldi, toxic emotions, behaviors of Follet and Vaughan, organizational design, resources and opportunities. organizational Design and SocializationOrganizational design and socialization is a process by which a company is structured and presented to the employees and the public. Potomacs organizational design at first appeared to Rinaldi to be a great opportunity for training. She had met Doug Berman, group product manager in the Health Drinks Division, during her visit to Potomac and he shared with her his vision. Rinaldi also had positive feedback from other managers in regards to her good ideas, enthusiasm and drive. However, once she started she quickly realized it was not the experience she anticipated. She was not informed of her specific appointment or supervisor until her first day. When she arrived at the Health Drink Division, her supervisor sent an email notifying Rinaldi of her unpreparedness of her arrival. Follet was not organized for Rinaldis start, nor did she have a plan.One in the same, Vaughan offered no time to train or mentor Rinaldi since the launch of the Invi brand was priority. Rinaldi had a good first impression of the Bautista and thought she had a handle of his expectations from the young MBA new prosecutes. But Rinaldi was never able to contribute or challenge her skills in many projects or presentations. The entry and encounter stage of socialization into Potomac Waters was proving to be a challenging one. Not only did Follet not teach her recent hire new tasks or responsibilities, her various reactions to situations were not indicative to office norms. Therefore, Rinaldi is stuck in stage two of socialization, unable to metamorphasize into a defined role. Without the ability to carve out her role at Potomac, she is constantly in conflict with Follet and Vaughan, as she tries to establish herself.Pe rsonalities of Vaughan and FolletA second blockage besides the socialization process, are the personalities of Follet and Vaughan (Figure 1.3). Follet is doesnt seem to be highly extroverted. This can be taken in context. come upon the poor effort she puts into the conversations with Rinaldi. She is very distracted and appears too busy to be bothered by Rinaldi. This implies Follet is has very low social awareness. She isnt aware of Rinaldis emotions or behaviors towards Vaughan. Figure 1.3 BIG 5 Personality Characterization ChartKEYFollet does score high in emotional stability because she is secure and calm in her role as product manager. She appears confident in her creative skills when marketing the Invi brand, and relies on Vaughan for his analytical skills. She also seems to be high in conscientiousness. Follets history indicates she was a high achiever, but the case evidence suggests she hasnt been able to transition into a leader or manager. This is demonstrated by her uncu t drive to get the Invi brand marketed and meeting deadlines. She is not concerned with grooming her new hire as the brand develops, but rather is focused on getting to the final destination despite the costs. This again is an example of low social awareness and relationship management. Vaughans personality does not appear to be extraverted. He is cold, short with Rinaldi and other coworkers, and easily irritated. This is congruent with his low sense of agreeableness. He is not cooperative with others, especially a young ambitious MBA hire like Rinaldi.He doesnt help her adjust to life at Potomac, nor does he care. He ranks high in emotional stability because of his confidence in himself, his skills and relationship with product manager, Natalie Follet. This confidence does not make him self-aware of his weaknesses or limitations. In the case, he gives orders and assignments to Rinaldi that arent directed by Follet. He doesnt seem to feel any empathy for Rinaldi when he dumps multip le assignments on her at once. Vaughans relationship management is poor. He has no amuse in including Rinaldi into the Invi team, discovering her skills and abilities, and developing those assets as the work together on projects. When Rinaldi did project calculations for Vaughan, he disagreed with her findings and made a huge shouting scene in the office. He doesnt seem to have theability to control his own emotions or flexibility in working with Rinaldi, indicating low self-management.Toxic EmotionsToxic emotions in the work environment can be caused by abusive managers, unreasonable company policies, disruptive colleagues or customers, and poorly managed change within an organization. Vaughans toxic behaviors toward Rinaldi, such as the shouting conflict over the PowerPoint- storybook assignment, or Vaughans way of treating Rinaldi as a subordinate rather than a peer, are creating a negative work environment. Follet and Vaughan get together on the Invi brand and make excuses for each others behavior. When Rinaldi visits with Follet on her concerns and asks for help, Follet passes her off to Vaughan. When Vaughan and Rinaldi engage in conflict, Follet tries to smooth things over. However, no apparent improvement in behavior exists. Conflict reoccurs, and Rinaldi is forced to confront Vaughan about his behavior. This cycle is one of the reasons Rinaldi is considering if she should stay at Potomac or go back to Deep Dive.Organizational OpportunitiesThese organizational blockages do have ramifications on Rinaldis expectancies, as do the following opportunities. Rinaldi perceives Potomacs new brand Invi to be a wonderful opportunity to participate in all aspects of marketing, ultimately preparing her to better perform in a position like the one at Deep Dive. Marketing was essential to the swallow industry. Even in a time of recession nationally, Potomac was able to continually take market share away from competitors and grow their business. Potomacs Health and Sports Drinks division was leading that growth, since consumers have trended towards healthier forms of beverage. marching with the new brand Invi would be demanding and rewarding. Rinaldi also saw opportunity in the organizations ability to promote from within.During her research of the company prior to taking her job there, she noted Potomac typically promotes its assistant product managers to product mangers faster than the industry average-three years or less. This is an advantage for ambitious Rinaldi to have a chance to manage her own brand and grow professionally. However, it can also be a disadvantage since Potomac typically changed managers assignments every 12-24 months. This is to help the product managersexperience all stages of product development and life cycle. Changing assignments will keep the work interesting, but could possibly prevent the development of close work relationships with coworkers.Company GoalsIn addition to opportunities, Potomac also has set compa ny goals. Its utmost importance is growing its national brand recognition by taking over market share from traditional beverage companies. Potomac was taking these shares over by offering healthier drink options, rather than carbonated cracked drinks. In addition, Potomac wanted to grow and expand market share in their three divisions-sports drinks, health drinks and carbonated soft drinks. Invi, one of Potomacs newest fruit health drinks, was approaching product launch. Goal setting theory suggests these company goals are only achievable if the employees within a company undeterminedly identify their roles. frigid role behaviors are behaviors a person must consent to, in order to remain part of the group or organization. These behaviors are linked to an organizations core values.An example of a pivotal role Rinaldi must accept is identifying and respecting Follet as her supervisor. Rinaldi must take orders and follow Follets advice on marketing strategies and initiatives. Anothe r pivotal role behavior is Rinaldi must accept Invi, and the Health Drinks Division at Potomac is leading the way in market growth and expansion. Rinaldi must understand the importance of this division to the survival and performance of the company and expect her contributions will impact the success of Potomac if she wants to be a member of the organization.A pertinent role behavior is a good behavior that is not necessary or required of an individual to remain part of an organization. An example of a applicable role behavior was when Rinaldi was working late on her assignments to meet deadlines put in place by Follet or Vaughan. She didnt have to work late, but did because she wanted to impress Follet and work on fulfilling her need for affiliation. By filling that need for affiliation with Follet, Rinaldi hoped Follet would eventually push more challenging assignments on to her and give her feedback as part of training.Inner Work LifeThe interplay between an individuals percept ion, emotions and motivators has an influence on their work performance. In the article Inner Work Life,Amabile and Kramer describe how a managers behavior can influence a subordinates work life. The article suggests most managers are not aware of the inner work lives of their employees, and do not value the relationship inner work life has on performance. We see this play out in the case study. Follet is not aware of Rinaldis way of making sense of workday events the value she places on learning new tasks or assisting in the launch of Invi her frustrations towards Vaughan and her role within the department her need for achievement, autonomy and affiliation and motivators for wanting to work at Potomac. Follet did not take an all-inclusive look at what Rinaldi was intellection and feeling as she worked in the department. Because Rinaldis inner work life was seldom expressed, Follet failed to recognize the drivers of Rinaldis performance.PERFORMANCEOnce the obstacles and opportuniti es have been identified that link effort to performance, analysis of what happened can be discussed. Rinaldis personality, skills, emotions, attitudes, perceptions and goals influence her expected performance. As did the attitudes, emotions, personalities of Vaughan and Follet, Potomacs goals and socialization process influenced Rinaldis effort-performance expectancy. After careful analysis, these factors lower her performance level. She started out with ambitious goals for herself and the Invi brand, and now she is limited to what she can accomplish because of these blockages. Her time at Potomac has been menial tasks and projects for Vaughan. Only once did she have the opportunity to contribute to a project of value. But she didnt receive any positive financial backing from her supervising manager Natalie Follet nor did she receive any similar follow-up projects. rewardRinaldi receives many versions of reinforcement at differing times and intervals within the case. Some reinforce ment is positive, some negative. Reinforcement helps to modify her behavior and influence the outcomes of her performance. Rinaldi receives positive reinforcement from other managers in the office at Potomac. The article Inner Worklife, discusses individuals who experience more positive emotions in their work life, are shown to have increased productivity and performance. The article also suggests good managers do two things. First, good managers enable their employees to moveforward in their work. Solving a problem, achieving a goal or accomplishing a task seems to bring a positive feeling to an individual. Thus, making them feel as if they are making progress. The article states it is most important for managers to set clear goals to empower employees to move forward in their work (Amabile, 2007). The second thing good managers do, is treat their employees like human beings. Early in the case, other Potomac managers extolment her for her ambition, energy, and good ideas when she first starts with the company.As the case unfolds, she is also greeted with positive reinforcement from Bautista on a job well done with the return on investment assignment. In this example and others in the case, Follet continuously does not show Rinaldi any type of reinforcement to help shape her performance in the future. By reacting this way, Follet shows there is no appreciation for good work under her management, decreasing the odds of high performance in the future. Continually Follet is very irregular in addressing issues, situations and behaviors. Rinaldi does not know what to expect from Follet in a given situation. This creates a muddled perception of her performance from Follets perspective. Vaughan continuously uses the punishment as reinforcement for Rinaldis behavior throughout the case.Punishment applies a negative event to increase the frequency or strength of a desirable behavior (Champoux 182). In one example, Vaughan and Rinaldi get into an argument on prioritizi ng storyboards and PowerPoint presentations. Vaughan immediately sends an email to Follet reporting Rinaldis behavior, punishment. In minutes, Follet is in Rinaldis office attempting to solve the issue. Follet chooses to use negative reinforcement when she scolds Rinaldi for the PowerPoint slide incident with Vaughan. Discouraged by the confrontation by Follet, Rinaldi does as she is told and finishes the projects for Vaughan. Punishment can have some undesirable side effects on behavior.Continual use of punishment doesnt result in learning a new behavior. It can often lead to undesirable behavior or cause a person to react emotionally. The person receiving this kind of reinforcement, Rinaldi in this case, develops negative feelings toward Vaughan. These feeling of distrust and anger can emasculate Rinaldis view of Follets ability to successfully shape behavior. Punishment is a much less effective use in behavior modification as compared to positive reinforcement.INEQUITYDespite the punishment she receives from Vaughan, and the unpredictability of Follet, Rinaldi wants to give Potomac her best effort. The effort and enthusiasm she gives to Potomac does not meet her organizational or individual needs and goals. Her effort and performance is undervalued because it is underutilized. She perceives this as a negative inequity, causing her to feel she is worse off. Individuals who feel they have experienced an inequity develop tension. To relieve that tension, they choose to respond by taking action in various way such as changing inputs or outcomes, withdrawal, acting on another, changing the comparison person.A specific example from the case is when Rinaldi develops frustration with Vaughan after he gives her orders to complete storyboards. In addition he places an important PowerPoint presentation to review onto her work despatch as well. Rinaldi perceives this situation as inequitable because she performs Vaughans work and her own, but receives no accreditation for her effort. Rather she receives negative reinforcement from Follet for the situation. This frustration causes Rinaldi to change her outcome by confronting Vaughan about the situation later in the day. Rinaldi was appreciative of Vaughans apology, but the incident lingered unsettling to her.OUTCOMERinaldis performance and perceived inequity influences her outcome. Rinaldi did not receive the outcomes she anticipated when she started Potomac Waters. Especially after her review with Follet, Rinaldi felt as though her training has not and will not be a priority for Follet going forward. Rinaldis outcome can be divided into two categories intrinsic and extrinsic. Intrinsic outcomes are those rewards individuals give to themselves. An example of an intrinsic outcome Rinaldi experienced is the gratification of completing the return on investment assignment for Follet. The challenging assignments completion was very self-satisfying for Rinaldi. She was hoping to receive more assignment s like that in the future that would continue to sharpen her skills and abilities.Extrinsic outcomes are those rewards given to an individual by a manager as a result of the employees performance. Rinaldi had control over the performance she was willing to give however, the she does not have control of the outcome received. Managers have the ability to give or withhold these rewards for an employees performance. Examples of extrinsic outcomes are pay increases,bonuses, promotions, or supervisors praise. In the case, Rinaldi doesnt experience any praise from Follet, her supervisor. In addition, Rinaldi does not receive any pay raises or promotions. Follet has withheld these outcomes from her, based on her lack of imitative on higher valued projects, assertiveness and lack of verbal contribution at meetings.NeedsRinaldis goals of receiving training to better prepare her for a career in marketing were not fulfilled. Her needs of achievement, autonomy, and affiliation were not met in he r short time at Potomac. Rinaldi was hoping Follet would note her work performance, and assign her more challenging projects to contribute to the launch of Invi, thus building on her need for autonomy. Instead, Rinaldi went back to making copies, running errands and doing menial tasks for Vaughan such as story boards and power points. Her need for achievement was also blundered when she didnt receive any positive feedback from Follet for a job well done on the return on investment project. A similar example was Rinaldis lack of achievement comes from not having a positive review with Follet. Rather, Rinaldi was reprimanded for her lack of assertiveness, initiative, and quiet demeanor during meetings. This was not the feedback she was hoping for when she took the job at Potomac.The following are examples of Rinaldis unsuccessful attempts to fill her need for affiliation. First, Follet and Rinaldis first meeting was cold and brief, unprepared for the new hires arrival. Follet mentione d her view of Rinaldis generational challenges, commenting on Generation Ys ability to be impatient and demanding. Rinaldi assured Follet that she is a team thespian and quick learner. But, before Follet could respond, she was distracted by an incoming phone call. Follet made it clear how busy she was to Rinaldi, suggested that Rinaldi must learn as much as achievable from Vaughan, even though Vaughan was just as busy. A separate but related incident where Rinaldi dubiousnessed her lack of affiliation to Follet was in Follets office. One morning Rinaldi stopped by Follets office to ask a question. Follet made very little effort to glance away from her computer, showing slight interest in Rinaldi, and then directed Rinaldi to take her question to Vaughan. Disappointed with her bosss lack of interest, despite the enthusiasm she received from other managers at Potomac, she returned to her office.Rinaldi makes it kind of clear her desire for affiliation toFollet, and her internal st ruggles with the reasoning behind Follets behavior. A final example of Rinaldis need for affiliation stems from a project Follet and Vaughan ask her to review in late October. She spent many hours working and reworking return on investment projections for the marketing launch of Invi. When she submitted her work to the Vice President of Marketing, Julius Bautista, Bautisa emailed Rinaldi praising her contribution. She was pleased (This also filled her need for achievement). However, the two people at Potomac she wanted the approval of the most, Follet and Vaughan, said little about it and did not follow up with any similar assignments. This did not fill her need for affiliation. It didnt get any better two weeks later when Follet presented the same return on investment data to the entire Health Drinks Division. She never once asked Rinaldi for help, nor did she involve Rinaldi in her presentation.ValanceRinaldis perception of the valance of all the outcomes in her situation was nega tive. This negative valance will determine her choice of behavior. She is nervous, frustrated, and confused about her future at Potomac. Her difficult relationship with Vaughan and lack of training opportunities from Follet has led Rinaldi to question her role at Potomac and perhaps missed opportunity at Deep Dive.RECOMMENDATIONSAfter careful analysis of the case and its many components, a recommendation can begin to be developed. My recommendation is designed to support the improvement of what I concluded are limitations, while maintaining the positives in the situation. It is understandable to see why Rinaldi is sentiment the way she is. Her negative valance to the outcomes of situations has caused her to reconsider her inputs, motivations and role at Potomac. A recommendation may be to set up a meeting between Rinaldi and Follet to discuss Rinaldis personal needs and goals. The direction of the conversation could address the present non-functional situation, and then focus on de veloping a procedure to take training and role expectations to the next level.Once Rinaldi and Follet define Rinaldis role within Potomac and training expectations, perhaps a meeting could be set up with all three colleagues. Together, Follet would have the opportunity to identify common goal of the department, the launch of Invi. After discussingthe goal of the group, the team could discuss role expectations of Rinaldi and Vaughan as they relate to reaching the common goal. This will help to define the expectancies and direction of the team as they refocus their approach to Invis launch. Hopefully this refocus will assist team collaboration, ultimately meeting the affiliation, autonomy and achievement needs of Rinaldi helping Follet to reach her goal of a successful Invi launch, and meeting Vaughans needs for achievement and recognition for his contributions to the project.ReferencesAmabile, Teresa M., & Kramer, Steven J. (2007). Inner Work Life Understanding the Subtext of Busine ss Performance. Harvard Business Review, 72-83. Champoux, Joseph E. (2011). Organizational Behavior Integrating Individuals, Groups, and Organizations. raw York Routledge. Groysberg, B., Lee, L., & Nohria, N. (2008 July-August). Employee Motivation A Powerful New Model. Harvard Business Review, 78-84. Hill, Linda A. (2001 August). Martha Rinaldi Should She Stay or Should She Go? Harvard Business School, case 4310.