Innovation and Change

Development and Change Development and Change - P G Essay Business Innovation and Creativity Delegate and Gamble (P and G) was built up in Cincinnati in 1837 by William Proctor and James Gamble fabricating Soap and Candles. The accomplices developed the business from solidarity to quality through keen advancements, with the assistance of progressive ages then through none family the board to make the $70 billion undertaking. P and G is where development streams all through each segment both inside and remotely, from providers to wholesalers. The systems and coalitions which have been made consider channels of correspondence to be access easily permitting plans to be recognized and trailed †the soul of advancement. The development and imagination practice happens, and is correspondingly debilitated by two deciding variables: the inward and outside condition. Inner Inner elements inside an association, for example, P and G, can cultivate the inventive drive of advancement yet in like manner can be its own destruction. The Seven Virtues of overseeing innovativeness assesses the territories where thoughts can be assisted upon consequently guaranteeing the association keeps on being creative. Culture Governmental issues Learning Age of thoughts Occupation direction Engineering Change Outer The authors of the organization have consistently demonstrated activity by suppling the necessities of the ordinary customer from at an early stage when the undertaking was set up. The main incredible forward leap for the organization was during the American Civil War in 1862, when the Union Armies gotten the pair to fabricate a cleanser which was little enough for warriors to convey wherever yet dependable. The ground breaking cousins, James Norris Gamble and William Alexander Procter (children of the originators) bought a wonderful measure of rosin (basic in the cleanser making process) before the war. The buy stood the organization in incredible stead against its adversaries, as provisions ran short P

Collegeboard SAT Essay Practice - Improve Your Writing Skills

Collegeboard SAT Essay Practice - Improve Your Writing SkillsCollegeboard SAT essay promt and samples to help students in the preparation of their SAT essay. Collegeboard is the authorized distributor of SAT essay practice material, which contains lots of sample essays. Collegeboard is the leading online resource for teachers and students of the SAT subject test.Essay writing is a difficult task for a student. It requires meticulous planning and execution. Proper essay writing is not an easy task for any student, especially if he or she has not practiced the process. A student with good essay writing skills would be a superb candidate for any SAT subject test.Essay writing is a great way to improve your personality. Writing your own essays is a confidence booster. Students who have excellent writing skills are more likely to pass the SAT subject test than those who do not have good writing skills. A student with good SAT essay skills is seen as a leader and capable of doing his homew ork and master the complex subject matter.With the help of SAT essay promt and samples, you can improve your writing skills and your motivation. You can try the practice test that is provided by Collegeboard. This type of essay writing guide is superb means to help you with the assignment of essay.The practice test is a good tool to help with the preparation of the essay. Most of the students use this to brush up their skills in writing. Collegeboard SAT essay materials will help you with the composition section of the SAT exam.This guide is helpful for students who take the SAT. Collegeboard SAT essay tests are very beneficial to you. Reading the samples of the sample essays will help you in making a better and successful study guide.Most people today are studying harder than ever. Students who work hard are given scholarships. Collegeboard SAT essay practice can help you with your writing skills. With the help of the practice exams, you can make your essays better.The essays that you write will determine how well you will do on the examination. With the help of this guide, you can improve your writing skills and motivate yourself to write essays. With the help of Collegeboard SAT essay supplies, you can improve your writing skills and do your homework in school.

Biology of Cloning :: essays research papers

Cloning: the way toward replicating one’s DNA to make an indistinguishable life form through nonsexual methods. To Clone a human there are 5 Steps. 1. First you have to get a grown-up human female and Isolate the core from a physical (non-conceptive) cell. The total hereditary material of the creature is in the core. To get the cell cores this progression is rehashed commonly. An extremely little needle and syringe (attractions gadget) is utilized to jab through the phone film to catch the core and expel it from the phone. 2. From a female, recover unfertilized egg cells (conceptive). Since not every one of them will endure the different strides of cloning numerous eggs are required. 3. Evacuate the egg cell's core, one-portion of the human hereditary material. To jab through the phone film to catch the core and expel it from the phone a little needle and syringe (pull gadget) is utilized. 4. Into the egg cell that has no atomic material, embed the core, with its total hereditary material, disconnected from the giver well evolved creature in Step 1. Presently contains all characteristics from the contributor grown-up is the egg's hereditary material. This egg is currently hereditarily indistinguishable from the first giver grown-up. 5. Into a female's belly the egg is set. The eggs that develop in a woman’s stomach are of an extremely little rate. Before long the eggs that endure will form into incipient organisms. The egg develops in the belly. At that point, when the child is conceived, it is hereditarily indistinguishable (a clone) to the benefactor human. Possibly in support of there has been a great deal of debate whether we should clone individuals or not, in my own I figure we should. We could free the general public of intellectually, truly impeded individuals, free it of incapacitates for people in the future, we can get progressively keen DNA and make an age of prevalent people, subsequently expanding our insight and making the race more intelligent.

I Am Happy For What I Have Achieved As A Writer - 968 Words

Preface Usually the happy ending comes on the last page; however, I am so happy that I couldn’t save that happiness for the end. I am happy for what I have achieved as a writer. Now that I am living in the after moment, I fully enjoy and appreciate the academic success I have earned. Couple of years ago, if someone asked me to write some fifty pages on any topic, I wouldn’t even think that was possible. During my two-year study in the United States, I have gone through many stages, all challenging, yet downright useful to my academic and personal life. I must admit that I had a zero impulse to write, but I was lucky to meet and work with real world-class writers who inspired me and helped me to be a good writer. Despite busy schedules and stressful mind, I took up the challenges and rode the tide. I always kept a notepad or journal beside my bed to write down my thoughts and memories that appeared in the middle of night. I would get them down on paper and reviewed back in the m orning. In those days, the morning for me started at 11:00am as I usually stayed awake the whole night to read, write and, of course, worryingly check news back home. While my brave fellow citizens, Peshmerga, fight the ISIL in the frontlines, I feel I fight psychologically side by side Peshmerga with my singular vigor through pen and paper. I didn’t find a better time to write than past 10:00pm after my two gorgeous and mischievous daughters go to bed. I then enjoyed the calm of the night where allShow MoreRelatedThe Ranger s Appearance, And It s Written By John Flanagan931 Words   |  4 PagesAs far back as I can remember, I have always struggled with writing my thoughts down on a paper. Truth is, as a senior, I still face many challenges in writing my thoughts down on a piece of paper. But throughout the many essays I have written, my grammar and sentence structure began to improve and I was capable of writing simple thoughts down. The more I have read, the better my rea ding had improved, and the faster I could analyze. One of the many books that I have learned many lessons from is aRead MoreThe Declaration Of Independence Is The Founding Document Of American History1362 Words   |  6 Pagesand the conclusion. The writers of this document are able to pass their message across through the use of language and rhetoric devises. Under language, the diction or word choice, sentence structure or syntax and figurative language is used. Imagery is used in the first paragraph where the image of colonists throwing off the bands with which they have been connected to their mother country is drawn. A reader can see the detachment taking place. What the writers mean here is that the lawsRead MoreHappy Man Analysis1686 Words   |  7 PagesThe text under interpretation is The Happy Man by William Somerset Maugham. First some information about the author. W. S. Maugham was a well-known English playwright, novelist and short story writer. He was the son of a British diplomat. He was educated at Kings school in Canterbury, studied painting in Paris, went to Heidelberg University in Germany and studied to be a doctor at St.Thomas Hospital in England. So, he put his hand in different activities and thats why he is a versatile andRead MoreRomanticism: Blake and Keats1146 Words   |  5 Pagesthe belief in symbolism and the supernatural. In William Blake’s â€Å"The Fly† and John Keats’s â€Å"When I have fears that I may cease to be†, both poem can be classified as elegies as it dealt with the subject of death. It was by no coincidence that both poets work were influenced by the death of their own beloved brothers although it happened under different circumstances. However, both the writers approach the subject of death in a different way. In â€Å"The Fly†, Blake discussed the theme of natureRead More Zora Neale Hurston and Racial Equality Essay1284 Words   |  6 Pageswhites what they want to hear and not dealing with racism. While Hurston did receive recognition during her life, she died forgotten and wasnt considered one of Americas greatest writers until recently. Why did luminaries such as Richard Wright and Langston Hughes deny her worth? And how do we know they were wrong?    Hurston once told Nick Ford I have ceased to think in terms of race; I think only in terms of individuals. I am interested in you now not as a Negro man but as a man. I am notRead MorePersonal Narrative: My Journey to Literacy Essays829 Words   |  4 Pagesovercoming a myriad of obstacles distinguishes my literacy history. Writing was one of the things I didn’t like to do as a child. I always thought writing was a waste of time and that I wasn’t going to need it in life. Even though I didn’t invest much time writing, I was one of the best writers in all my classes, probably because I was very dedicated in the other subjects and I loved reading adventure books. I learned how to read and write by the age of four, since in my native country â€Å"the Dominican Republic†Read MoreIn My Creative Nonfiction Genre Proposal, I Stated That,1571 Words   |  7 Pagesmy creative nonfiction genre proposal, I stated that, â€Å"my [creative writing project s] focus will be literary essays that address humanity’s universal desire for a sense of identity and belonging; these essays will be written from a personal perspective, containing anecdotes, internal conflicts, and external opinions† (1). A little over ten weeks later, I believe I have achieved this goal in my final draft because of the stylistic approaches and revisions I made with the help of the Creative WritingRead MoreA Social Group887 Words   |  4 PagesIn life, we all play different roles. I am a daughter, niece, friend, student, employee and artist. The definition of a social group is two or more people who interact on a regular basis in routine ways and who share a common sense of membership and identity. A social group example would be classmates in one section of a class and an example of an aggregate would be New Yorkers riding the subway together. An aggregate is not a group but a collection of people who briefly share the same physical spaceRead MoreReflection Paper On Politics1074 Words   |  5 Pages Reflecting about what I think and talk about most often, usually consists of politics and my future. I often think and talk about politics because I want others to be aware of the pressing issues in society, I am concerned about politics and I have a desire to learn about what shapes my political beliefs. As a political science major, I discuss politics with pretty much anyone who wants to listen because it is important for everyone to have a basic understanding about government and the issues inRead MoreWilliam Golding1565 Words   |  7 PagesCornwall, England and joined the British Royal Navy at the age of thirty-nine. Consequently, he was in World War II and witnessed the D-Day invasion at Normandy, which destroyed his optimism and scarred him for life. William Golding was a well achieved and admired person in British literature, and his life experiences, including WWII, greatly influenced his works especially Lord Of The Flies. Golding had a very fascinating life. He was born to Alec and Mildred Golding on September 19, 1911 in

The Best Fit - 890 Words

The Best Fit Aristotle one of the best philosopher in the third century BCE explained what a virtuous act was and how we could get it. Immanuel Kant was one of the best philosophers in the 17th century, and created the Categorical Imperative, and John Stuart Mill was one of the best philosopher on the 18th century, and created The Utilitarianism ethical system, but which one made the best moral theory that best fits our culture and community? As we have seen in Chapter 7, ethics differs from culture to culture. In our culture we developed ourselves wanting materials and adventures that gives us pleasure and happiness. The ethical systems that makes the greatest amount of happiness is the Utilitarian System, and it is the theory that best fits my culture, however we have a combination of the Deontological system in order to keep laws and peace from falling apart. Aristotle one of the best philosopher in our history developed a moral system in which brings virtue, and it tells us what the best type of act we can do. According to Aristotle, â€Å"The virtuous act is the mean between two extremes, which are vices; for example courage is the mean between rashness and cowardice† (Cahn 135). This means that we should have control of our emotions, and think how we are going to act, then we will be making a virtuous act. When a person acts with courage he will become virtuous because he practiced being courageous. He will become what he practices. However Aristotle’s system does notShow MoreRelatedHrm- Best Fit and Best Practice1792 Words   |  8 Pagesconcepts the most important concepts being used nowdays in Human resource management areâ€Å"Best Practiceâ€Å" and â€Å"Best Fitâ€Å". There is a big increase on the debate between Best practice and Best fit, as to whether they general concept of Best practice is benificial to every organization and similarly the same for the concept of Best fit. Best practice suggests certain types of practices are universal ly successfull while Best fit acknowledges the relevent impact of contextual factors. Further below we will lookRead Morebest fit and best practice in HRM3167 Words   |  13 Pagesall Japanese manufactures to capture western market. The theoretical approach of human resource management now taking consideration in context of taking competitive advantage of organization this led to how an organization use their technical and best human resources to compete the current market scenario. Faculty and alumni of Harvard business school first proposed the model of HRM which was known as the Harvard Model of HRM. This was first time then intellectual think to consider HRM for managementRead MoreBest Fit vs Best Practice Essay1804 Words   |  8 PagesAccording to its proponents, the ‘best practice’ school of thought is the route to organizational success. If that is the case, why is ‘best practice’ not standard HR practice within all organizations? Proper management of human resources is a critical variable affecting an organization’s growth, competitiveness, productivity, profitability, and survival. The core strength of any organization lies in its human resources because it involves a ll management decisions and practices that directly affectRead MoreCollege Is The Best Fit For College Essay1838 Words   |  8 Pagesdirect lecture from their professors. Tuition rates might sway a student’s decision when choosing a particular college. With the amount of post-secondary institutions in Florida, students may feel overwhelmed when figuring out which college is the best fit for them. In Miami, Florida, public and private colleges share similarities and differences related to their financial assistance, tuition, acceptance rate, and size class. When it comes to financial assistance for college, there are multiple waysRead MoreContingency Approach : The Best Fit Model1370 Words   |  6 PagesContingency Approach (The best fit model) The contingency approach to SHRM practice seeks to align people management practices with competitive business strategies to generate increased performance (Miles and Snow 1978). HRM practices that are not consistent with business strategies and are in conflict with other HRM practices, create confusion or ambiguity which may lead to decreased performance for the individual and the organisation (Schuler and Jackson, 1987; Schuler, 1989). Forbrum et alRead MoreWhat Career Is Best Fit For Me918 Words   |  4 Pagesworld , those lyrics from Prince perfectly defines the meanings of life. The happiness, the struggles, and the discovery of why we are here on this earth. It has been two months so far since graduation, and I am still discovering what career is best fit for me. Lately, I have been job-hunting almost everyday and it is exhausting, but I remain confident. I do plan on going back to school to earn my Masters as soon as I figure out what I want to do ,but lately I have been looking for stable jobs inRead MoreInvestigating The Best Market Fit For The Product2082 Words   |  9 Pagesthe potential internalisation of Vitel Water’s prill beads into either the Vanuatu or Kiribati markets. Clean drinking water is scarce in both nations but they offer different advantages and risks. The purpose of this report is to assess the best market fit for the product. Company: The Company supplying the product is Vitel Water (Vitel). Vitel sell water purification sets using a product called Vitel Water Beads, or prill beads. Vitel is a family owned and run business operating out of MortonRead MoreThe Best Fit Who Will Promote The New Shoes Essay1559 Words   |  7 Pageshired by Nike Corporation to choose the celebrity who will endorse their new Nike tennis shoes, I collected all the important information as well as conducted the survey to make a right recommendation. So, the purpose of this document is to find the best fit who will promote the new shoes. The document will give you the information about the history and background of the celebrity. Also, it will provide with the survey that was mainly focused on figuring out if our choice was right and if the other peopleRead MoreWhy College Is The Best Fit And The Benefits Of College965 Words   |  4 Pagespeople from the world and learn about them and how their world has shaped their live and the circu mstances that led them into college. In the article, Is College Worth It? Clearly, New Data Says, by David Landoldt, he states reasons why college is the best fit and the benefits that college offers to its graduates. He briefly talks about the financial support that college graduates receive after college and connects it to individuals who have not received a degree. In the article, Why college isn’t forRead MoreHigh Graduation Rate Is The Best Fit For Me1430 Words   |  6 PagesAnother action step I need to engage in, is finding graduate schools in North Carolina that will be the best fit for me. There are currently four fully accredited occupational therapy programs in North Carolina. Although I am not picky about the city the school is in, I would like for the school to be surrounding a larger population. I believe there will be more job opportunities in bigger cities that will allow me to advance in my career. The school needs to have a high graduation rate, and upon

Aileen Wuornos Essay - 553 Words

You’d be hard pressed to find one in a crowd. The average serial killer generally blends in with everyone else (Directory Journal, 2010). In fact, most are soft-spoken and even polite. Their monstrous nature only comes through when you dig deeper into their personalities, actions, and habits. Most seem to have come from dysfunctional family settings and were emotionally, sexually, or even verbally abused as children (Directory Journal, 2010). It is almost as if this background activates some psychological trigger that increases their feelings of inadequacy or worthlessness that led them to seek out their own heinous form of release. Often considered America’s first female serial killer, Aileen Wuornos was neither first nor the worst.†¦show more content†¦By age 10, Wuornos and her brother began experimenting sexually with each other and by 14, she was pregnant and initially claimed her brother was the father but would later state that she had been raped by an older man from her neighborhood (Biography.com, 2010). She gave the baby up for adoption and then left home to hitchhike across America to work as a prostitute. She would spend the next twenty years trying to find a place to call home as her life spiraled out of control even more (Biography.com, 2010). By 1976 she would find herself in and out of trouble with the law. Settling in Daytona Beach, Fl., she would find herself working the exit ramps up and down the Florida freeways taking customers wherever she could. She would eventually meet and fall in love with young waitress named Tyria Moore. They would stay together for a few years, barely getting by on Wuornos’ meager income from prostitution. Finding times tough, she and Moore would decide it would be necessary to rob her johns and then shot them to make ends meet (Biography.com, 2010). In December1989, the body of Richard Mallory would be found near Daytona Beach(Biography.com, 2010). He had been shot three times. Six months later, another man was found sot six times with the same gun. Before this body could be identified, a third victim was found. By November 1990, four more menShow MoreRelatedAileen Wuornos - Essay5419 Words   |  22 PagesAileen Wuornos Criminal Justice 1010 Introduction to Criminal Justice Mrs. Amanda Gentle Sarah Dean December 7, 2009 Riding the Pale Horse of Death, Aileen Wuornos murdered seven men over a nineteen-month period from December 1989 until November 1990, along highways in the state of Florida. While working as a prostitute, Aileen would solicit her victims then murder them. Wuornos confessed to committing seven murders. Aileen Wuornos was found guilty and convicted of six murders. Aileen receivedRead MoreAileen Wuornos Essay3375 Words   |  14 PagesAileen Carol Wuornos: The Life of a Serial Killer â€Å"I robbed them, and I killed them as cold as ice, and I would do it again, and I know I would kill another person because Ive hated humans for a long time.† (Wuornos, 1999-2010) These words came from Aileen Wuornos after she was arrested for the murders of seven men during the course of a year. She faced numerous adversities from early childhood through adulthood. She displayed many psychological warning signs, but none was attended too regardlessRead MoreThe Secret Life Of Aileen Wuornos:. A Women Serial Killer1954 Words   |  8 PagesThe Secret life of Aileen Wuornos: A Women Serial Killer A basic serial killer is a murderer of two or more victims at different times. There are several types of serial killers. The wildest category would be the Thrill- seekers. Thrill-seekers are known for being fearless of danger, having no remorse for their murders, irrational attitude, and impulsive behavior. They seem to enjoy the adrenaline rush they get when they kill and gain pleasure from doing it. The victims are usually strangersRead MoreThe Case Of Serial Killer Aileen Wuornos1145 Words   |  5 PagesAbstract In discussion of the case of serial killer Aileen Wuornos, the attachment and life course theories can be applied. Ms. Wuornos was neglected and abused by her guardians multiple times, which led her to a life of criminal activity. She began with small-scale crimes at an early age and eventually escalated to murder. This paper explores how the attachment theory played a major part in the life (and death) of a serial killer and how many lives could have been saved had Aileen’s circumstancesRead MoreEssay on Psychological Look at Aileen Wuornos1224 Words   |  5 PagesProfile: Aileen Wuornos Nature vs. Nurture: Aileen was born in 1956 to her 16 year old mother. She was not born with any physical or mental disabilities. At the time of her birth her father was incarcerated for child molestation and he was also believed to be a schizophrenic, he hung himself in jail and Aileen never met him. When Aileen was 3 years old her mother abandoned her and her 4 year old brother and left them with her own parents who legally adopted them. The family struggled economicallyRead MoreEssay on Aileen Wuornos2768 Words   |  12 Pagesï » ¿Hannah Velez FLM 400 Final Paper Aileen Wuornos: The Dark Tale of One Woman’s Descent into Infamy When did it all begin? Technically, Aileen became a murderer on December 1, 1989 when 51-year-old electrics shop owner Richard Mallory picked her up on I-75 (8) and together they drove off into the woods to meet an uncertain fate. But when did the murderous creature that is Aileen Wuornos come to be? She began prostituting herself as age 9 (5), without so much as an assault charge related to herRead MoreAileen Wuornos1416 Words   |  6 PagesThe Life and Death of Aileen Wuornos De’Serra Whitfield Troy University Abstract This research looks at the life and death of Aileen Wuornos, serial killer. A serial killer is someone who murders more than three victims one at a time in a relatively short interval. Serial killers have the ability to behave in a manner that arouses no suspicion. There are, however, a few signs to identify their potential to become a serial killer. People who suffers from psychopathy, involves a huge tendencyRead MoreAileen Wuornos Case Analysis1932 Words   |  8 PagesThe following criminal analysis shows why Aileen Wuornos was convicted for the murder of six men and what lead up to these actions. These actions were not in self-defense, but out of cold blood. This profile will analyze the following: what lead up to the murder of these men, what Wuornos’s intents were, the evidence and patterns, her personality and characteristics, and her behavior. These facts and evidence will show Wuornos’s intent and motive, and whether or not she was insane. This woman wasRead MoreLife And Death Of A Serial Killer1092 Words   |  5 Pagesviewing the film â€Å"Life and Death of a Serial Killer† starring one of America’s first female serial killers, Aileen Wuornos; I began to wonder why do individuals become serial killers? What is so special about committing murders and what causes the urge, thrill and the desire to kill? What exactly is the reason behind it all? These questions constantly cross my mind. After learning about Aileen Wuornos childhood, I concluded that her upbringing was one factor that drove her to become a serial killer. Read MoreThe First American Female Serial Killer3507 Words   |  15 Pagesperson I am going to analyse in this assignment is Aileen ‘Lee’ Carol Wuornos who was considered to be the first American female serial killer (Anon., 2015). Wuornos was born on February 29th 1956 in Rochester Michigan (Anon., 2015). Her father, Leo Dale Pittman was an alleged child molester and her mother Diane Wuornos was a teen mother who was not capable of taking up the responsibilities that came about with being a mother (Anon., 2015). Wuornos’ mother abandoned both her and her brother when they

Consumers as Individuals free essay sample

The self-concept refers to the beliefs a person holds about their attributes, and how they evaluate these qualities. Components of the self-concept It is composed of many attributes, some of which are given greater emphasis when the overall self is being evaluated. Attributes of self-concept can be described along such dimensions as their content (for example, facial attractiveness vs. mental aptitude), positivity or negativity (i. e. elf-esteem), intensity, stability over time and accuracy (that is, the degree to which one’s self-assessment corresponds to reality). Self-esteem Self-esteem refers to the positivity of a person’s self-concept. People with low self-esteem do not expect that they will perform very well, and they will try to avoid embarrassment, failure or rejection. People with high self-esteem expect to be successful,, will take more risks and are more willing to be the centre of attention. Self-esteem is often related to acceptance by others. Marketing communications can influence a consumer’s level of self-esteem. Exposure to ads can trigger a process of social comparison, where the person tries to evaluate their self by comparing it to the people in these artificial images. Real and ideal selves Self-esteem is influenced by a process where the consumer compares their actual standing on some attribute to some ideal. The ideal self is a person’s conception of how they would like to be, while the actual self refers to our more realistic appraisal of the qualities we have or lack. And we often engage in a process of impression management where we work hard to ‘manage’ what others think of us by strategically choosing clothing and other cues that will put us in a good light. The ideal self is partly moulded by elements of the consumer’s culture, such as heroes or people depicted in advertising who serve as models of achievement or apprearance. Products may be purchased because they are believed to be instrumental in helping us achieve these goals. Some products are chosen because they are reaching the standard set by the ideal self. Multiple selves We have as many selves as we do different social roles. Depending on the situation, we act differently, use different products and services, and we even vary in terms of how much we like ourselves. A person may require a different set of products to play a desired role. The self can be thought of as having different components, or role identities, and only some of these are active at any given time. Symbolic interactionism If each person potentially has many social selves, how does each develop and how do we decide which self to ‘activate’ at any point in time? The sociological tradition of symbolic interactionism stresses that relationships with other people play a large part in forming the self. This perspective maintains that people exist in a symbolic environment, and the meaning attached to any situation or object is determined by the interpretation of these symbols. Like other social objects, the meanings of consumers themselves are defined b social consensus. The consumer interprets their own identity, and this assessment is continually evolving as they encounter new situations and people. The looking-glass self When you choose an article of clothing, the mirror superimposes it on your reflection so that you can see how it would look on you. This process of imagining the reactions of others towards us is known as ‘taking the role of the other’, or the looking-glass self. According to this view, our desire to define ourselves operates as a sort of psychological sonar, we take readings of our own identify by ‘bouncing’ signals off others and trying to project what impression they have of us. Self-conciousness There are times when people seem to be painfully aware of themselves. If you have ever walked into a class in the middle of a lecture and noticed that all eyes were on you, you can understand this feeling of self-conciousness. Some people seem in general to be more sensitive to the image they communicate to others. A heightened concern about he nature of one’s public ‘image’ also results in more concern about the social appropriateness of products and consumption activities. Several measures have been devised to measure this tendency. Consumers who score high on a scale of public self-conciousness, for example, are also more interested in clothing and are heavier users of cosmetic. A similar measure is self-monitoring. High self-monitors are more attuned to how they present themselves in their social environments, and their product choices are influenced by their estimates of how these items will be perceived by others. High self-monitors are more likely than low self-monitors to evaluate products consumed in public in terms of the impressions they make on others. Products that shape the self: you are what you consume Recall that the reflected self helps to shape self-concept, which implies hat people see themselves as they imagine others see them. People use an individual’s consumption behaviours to help them make judgements about that person’s social identity. A consumer exhibits attachment to an object to the extent that it is used by that person to maintain their self-concept. Objects can act as a sort of security blanket by reinforcing our identities, especially in unfamiliar situations. Symbolic self-completion theory predicts that people who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it. Self/product congruence Because many consumption activities are related to self-definition, it is not surprising to learn that consumers demonstrate consistency between their values and the things they buy. Self-image congruence models predict that products will be chosen when their attributes match some aspect of the self. These models assume a process of cognitive matching between these attributes and the consumer’s self-image. Research tends to support the idea of congruence between product usage and self-image. Congruity has also been found between consumers and their most preferred brands of beer, soap, toothpaste and cigarettes relative to their least preferred brands, as well as between consumers’ self-images and their favourite shops. Some specific attributes that have been found to be useful in describing some of the matches between consumers and products include rugged/delicate, excitable/calm,†¦. The extended self. Many of the props and settings consumers use to define their social roles in a sense become a part of their selves. Those external objects that we consider a part of us comprise the extended self. Many material objects, ranging from personal possessions and pets to national monuments or landmarks, help to form a consumer’s identity. Four levels of the extended self were described. These range from very personal objects to places and things that allow people to feel like they are rooted in their larger social environments. †¢ Individual level. Consumers include many of their personal possessions in self-definition. These products can include jewellery, cars, clothing and so on. The saying ‘You are what you wear’ reflects the belief that one’s things are a part of what one is. †¢ Family level. This part of the extended self includes a consumer’s residence and its furnishings. The house can be thought of as a symbolic body for the family and often is a central aspect of identity. †¢ Community level. It is common for consumers to describe themselves in terms of the neighbourhood or town from which they come. †¢ Group level. Our attachments to certain social groups can be considered a part of self. A consumer may feel that landmarks, monuments or sports teams are a part of the extended self. Sexual identity is a very important component of a consumer’s self-concept. People often conform to their culture’s expectations about how those of their gender should act, dress, speak and so on. To the extent that our culture is everything that we learn, then virtually all aspects of the consumption process must be affected by culture. Gender differences in socialization A society’s assumptions about the proper roles of men and women are communicated in terms of the ideal behaviours that are stressed for each sex (in advertising, among other places). Gender goals and expectations In many societies, males are controlled by agentic goals, which stress self-assertion and mastery. Females, on the other hand, are taught to value communal goals such as affiliation and the fostering of harmonious relations. Every society creates a set of expectations regarding the behaviours appropriate for men and women, and finds ways to communicate these priorities. Gender vs. sexual identity Sex role identity is a state of mind as well as body. A person’s biological gender does not totally determine whether they will exhibit sex-typed traits, or characteristics that are stereotypically associated with one sex or the other. A consumer’s subjective feelings about their sexuality are crucial as well.