Needs in Geriatric Support

Needs in Geriatric Support Maria Theresa O. Seguerra 12000636 INTRODUCTION: We do not have any control over our health and ageing. Many believed that we are all masters of our own destiny especially with how well we look after ourselves and how well we age (Nelson, 2013). In this assessment, we are tasked to recognize and carefully look into the support needs of older adults suffering from geriatric health conditions most especially those with dementia. Furthermore, we are required to weigh the good side and the undesirable impacts of pre- conceived judgments and myths related to dementia and other common geriatric health conditions on patients and their families, individuals, and teams in the organisation and the whole of the said organisation. Lastly, it is necessary for us to be able to know and endorse various ways to support, lessen or diminish the negative influences of dementia and other common geriatric health illnesses on clients and their families, individuals and teams in the organisation and the entire organisation as well. TASK 1 Five Geriatric Support Organisations Age Concern NZ This organization supports older adults with feelings of loneliness and alienation. They provide accredited visiting services to comfort geriatric clients an hour per week for them to enjoy social talks, share common interests and do fun activities together with the support service volunteer. Also, this group caters free and private services concerning elder abuse and neglect prevention all throughout New Zealand. They help older people to feel happier, healthier and protected. In addition, help is always available to up keep and maintain the older client’s well-being in all aspects of life such as giving tips and advices whether or not to move out from their places, the appropriate places for them to stay, home support services, and helping out with housing repairs and maintenance. Lastly, this support organisation extends an extra mile to help older people decide matters regarding money. Most frequently asked questions with what to do with their money and properties are answered by this support group (Age Concern New Zealand, 2014). ElderNet This support group offers up to date, significant and detailed information for older people in New Zealand. The site contains a wide database of directory and details about retirement villages, lifestyle villages and living, home help services, residential care, private hospitals, dementia care, rest homes, public hospital and all sorts of third age services for older adults (Eldernet ltd, 2015). Grey Power NZ This organisation supports the voice of all NZ citizens who are in their 50s and over. This group helps in health promotion and maintenance of well- being of the citizens who are 50 and above (Grey Power NZ, 2015). Seniorline This offers help to old people in deciding about staying home, retirement villages, home care, day care and rest homes. In addition, this group offers services that easily direct elderly people of New Zealand through the healthcare system (Auckland District Health Board 2000-2004). SuperGold Card This special type of card is for seniors and veterans of New Zealand. It includes big discounts and concessions such as free public transportation in appreciation for the older people’s contribution to the country. This card is even accepted in Australia in cases when elderlies travel to that country (Ministry of Social Development, 2015). Six Service Provisions Residential Care This refers to a long term care given to elderlies in a residential setting rather than in their family home. This includes rest home care, continuing care, respite care, dementia care. There is a criteria given for people to enter residential care settings contracted by the DHB and these are: Assessment by a DHB or DHB NASC must be done as to whether the person’s needs are considered as high or very high needs which are irreversible. They should be assessed as persons who can no longer be supported by the family or within the community. The person must be aged 65 or over; or aged between 50 and 64, unmarried and with no dependent children. Lastly, the person must be entitled for a publicly funded health and disability services, must be New Zealand citizen, or permanent resident otherwise, they are personally liable to pay the full cost of their care (Ministry of Health- Manatu Haouora, 2014). Domiciliary care This type of service provision is given to older people who still live independently in their homes yet needing personal help and assistance in their activities of daily living because their needs are assessed to be moderate or high (Northern Health and Care Trust, 2013). Sheltered housing This service provision caters to older people who still wants to live semi independently. They are provided with self- contained flats or bungalows with wardens on site or off site. Although they live on their own, they still receive proper personal care and meal provisions are available to them (Age UK Group, 2015). Memory Services This offers accurate screening and problem- solving service to older people who are suffering from mild memory problems. Their purpose is to boost the independence of elderlies with memory difficulties. Also, this service provision caters support and in depth advice to clients and carers as well as suggestions on proper medications to be taken, memory aids, referrals to other agencies that work with people with memory problems (Health Point, 2004- 2015). End- of- life support This provides holistic comfort and support as well as social support to people who are suffering from a dying and advanced illness. NURSING HOMES Suitable for long term care especially in the later stages of dementia. Most patients will necessitate 24 hours medical care and management. Most common services provided by nursing homes are helping with their basic personal cares such as showering, toileting and such, assisting and monitoring their daily intake of prescribed medications, providing recreational activities to them and providing special provisions by health care professionals like the podiatrist, hair dresser, occupational therapist, physio-therapist. TASK 2 A stigma is a pre- perceived thought attached to a person’s personality and character that usually seen as a drawback in society. Most people experiencing dementia have not gotten away from this society’s humiliation, the families and loved ones of these demented clients are the ones who are mostly affected by this and they are in constant battle with this dilemma. The following are some of the stigmas identified: Social isolation of the individual and their family As dementia advances, it becomes harder for the family to cope up with this illness. The gradual transition of the client makes it more difficult for the loved ones to handle this pressing issue especially when depression breaks into the person’s emotion which usually adds up to the feeling of isolation and when they will come to realize that they are more of a liability to the family now than a provider. Management: They should be encouraged to participate in recreational activities such as art classes, van trips and concerts. Inform the family that the client needs constant visits from them so they would not feel alienated. Allow the elderly to do their activities of daily living independently. Respect their decision if they refuse to ask help from the health providers in doing their personal cares. Assumption of automatic loss of independence This stigma can elicit and stir enormous resentment, feelings of worthlessness and depression due to the reason that they can no longer bring out even the simplest tasks to be done and are not able to comprehend the complex tasks anymore. Management: Encourage them to participate in all sorts of activities to make them realize that they still are capable of doing things on their own. Allow them to seek advices from therapists to boost their self- worth and pride. In assisting them to do physical activities, make sure the health provider should be realistic enough as to how much activity can be done at one time. Unable to make decisions about own care As this irreversible illness progresses, the cognitive aspect of the person with dementia gradually deteriorates as well. Simple personal tasks can be hardly carried out by them such as bathing, toileting, washing and even eating can even be a hassle for them. Such minor things can be forgotten resulting to poor personal hygiene, malnutrition and at risk for all sorts of injuries and accidents. Management: Offer them choices of food to eat and monitor their weights weekly if possible. If disturbing changes are noted, always give them fortified drinks mixed with their food and or daily supplemental drinks to take. Respect their clothing preferences but make sure you see to it that what they chose to wear is appropriate for the day. Always be there to assist them and let them do what they want to do so as to promote independence. Always allow them to participate in simple tasks. Dissatisfying interactions with the medical community The healthcare providers are those people who deal with the demented clients the most thus they play the very critical, and significant role in this aspect. In order to keep track of the proper treatment given to the client, the family should: Constantly keep in contact with the service providers to be able to be informed of the client’s progress and changes, and whether the level of assistance has changed from the time they were admitted to the facility or has it improved in time. Make it sure that the client’s carers are well- trained and well equipped with knowledge and skills so as to bring about the best care expected to the demented client. Uncertainty of support services and treatments There is no such thing as cure for dementia and if by chance any treatments can be found to reverse the illness, many would surely support this cure and become part of the solution. Management: As a healthcare provider, always keep the family informed of the support services that can help with the demented loved one. Many health professionals work well along with people suffering from this illness. Although treatments have not been found yet, always communicate to the family the facts and share accurate information regarding the disease so as to avoid misconceptions regarding the illness. Also, let the family know that it is always important for the demented client to stay involved in meaningful relationships and activities. References: Nelson, S. (2013). How to age well (1st edition). South Carolina, USA. A+ Links Home Health: DAY ASSESSMENT Auckland City Memory Service : Healthpoint. (n.d.). Retrieved from http://www.healthpoint.co.nz/public/community/a-links-home-health/day-assessment-auckland-city-memory-service/ Domiciliary Care. (n.d.). Retrieved from http://www.northerntrust.hscni.net/services/352.htm End-of-Life Care National Cancer Institute. (n.d.). Retrieved from http://www.cancer.gov/cancertopics/factsheet/Support/end-of-life-care Home | Carers NZ. (n.d.). Retrieved from http://www.carersair.net.nz/ Residential care questions and answers | Ministry of Health NZ. (n.d.). Retrieved from http://www.health.govt.nz/our-work/life-stages/health-older-people/long-term-residential-care/residential-care-questions-and-answers Sheltered housing | Housing choices | Home care | Age UK. (n.d.). Retrieved from http://www.ageuk.org.uk/home-and-care/housing-choices/sheltered-housing/

Effectiveness of Celebrity Endorsements for Non-Profit Organization

ASSIGNMENT COVER SHEET Every piece of written work you submit for assessment must have this cover sheet attached. Please type in your details then copy and paste to the front of your assignment and save the file ready to upload. COURSE DETAILS Course Code: RBUS2900 Course Co-ordinator: Dr. Ravi Pappu Course Name: Business Research Methods Assignment No: 2B Assignment Due Date: 28/05/2012 STUDENT CONTACT DETAILS Student Number: James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng Student Name: 42683346 42485184 42734480 42602600 Email Address: Low. [email  protected] com Derrick. [email  protected] com [email  protected] com [email  protected] com Work submitted may be subjected to a plagiarism detection process. If this process is used, then copies of this work would be retained and used as source material for conducting future plagiarism checks. Due Date: 28/05/2012 Submitted date: 27/05/2012 RBUS2900 Business Research Methods Assignment 2B Tutorial report Co ver sheet Student ID 42683346 42485184 42734480 42602600 Low Ng Wijaya Cheng James Jun Qiang Han Siong Bram Peng Yang WEDNESDAY, 12pm – 1pm T27 Assignment 2B TOM MAGORSurname Given name Tutorial date & time Tutorial group (e. g. T24: G1) Assignment Number Tutor’s name Time Tutor T6 Wed 12-1 Teegan T10 Wed 10-11 Teegan T14 Wed 1-2 Kim Tutorial T15 T16 Wed Wed 8-9 9-10 Tom Teegan Tutorial T24 T25 Thu Thu 11-12 3-4 Max Max T18 Wed 4-5 Kim T19 Wed 5-6 Kim T20 Tue 2-3 Kim Time Tutor T21 Tue 8-9 Rahil T22 Tue 9-10 Rahil T23 Tue 2-3 Rahil T26 Tue 12-1 Tom T27 Wed 12-1 Tom T28 Mon 10-11 Max RBUS2900 Business Research Method Assignment 2 Part B RBUS2900: BUSINESS RESEARCH METHODS Effectiveness of Celebrity EndorsementsFor Non-Profit Organization James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng 5/28/2012 This is a research plan on how different celebrity related factors influence donor/volunteer perceptions of the non-profit organization endorsed. RBUS2900 Bu siness Research Method Assignment 2 Part B EXECUTIVE SUMMARY This proposal is written to address the concerns of PeTA in investigating the effect that celebrity endorsers have on the organisation that they endorse. In particular, three aspects of the celebrity will be analysed.Firstly, due to the high number of advertisement used by PeTA that feature near nude celebrities, this paper will analyse how does the physical attractiveness of a celebrity influence a consumer’s perception of the organisation. Secondly, as many of these celebrities are seen to endorse multiple brands, it would be beneficial for PeTA to study how does over endorsement influence the perception consumers have of PeTA. Lastly, it is proposed that should consumers perceive that celebrities are being paid for their work endorsing PeTA, it would lead to a negative effect on the perception of the organisation.It is also proposed that age, gender and education level will each have a moderating effect on the re lationship that exist between each variable and the perception of PeTA. Based on the research objective, it is proposed that the most suitable research method is a pretest-posttest control group experiment whereby negative information about a celebrity’s over endorsement and income from the endorsement will be controlled and provided and the effects of this information will be analysed. This method was chosen as it allows for an isolation of the subjects into specifically just experiencing the experimental conditions.A control group allows for a more accurate detection of changes. Respondents will be selected via simple random sampling from a telephone book used as a sampling frame. The results of the experiment will then be tested using SPSS. Specifically, descriptive statistics, factor analysis, paired samples t-test and multiple regression analysis will be utilised to produce the results. Due to the need to establish cause-and-effect in the experiment, it is proposed that multiple regression analysis would be most suitable.This technique, coupled with theory, will be able to provide PeTA with a good picture of whether perception of a celebrity endorser will have an impact on the perception of the organisation. RBUS2900 Business Research Method Assignment 2 Part B Table of Contents 1. INTRODUCTION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 1. 1 1. 2 2. 1 2. 2 2. 3 2. 4 2. 5 3. 1 3. 2 3. 3 3. 4 Problem statement and Research Objectives †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Importance †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Perception of the organisation (Dependent variable)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Attractiveness (Independent variable 1)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Over-endorsement by celebrity (Independent variable 2) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 Perceived celebr ity income from endorsement (Independent variable 3) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Moderating variables †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 Research design†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Research method †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Sampling design †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Data collection †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Ethics †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Data collection method †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 10 Figure 1 – Relationship Model Diagram †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2. HYPOTHESES DEVELOPMENT †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 3. RESEARCH METHODOLOGY †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 3. 4. 1 3. 4. 2 Figure 2 – Pretest-Posttest Group Experiment Method †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Figure 3 – Survey: Total error diagram †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 2 Table 1 – Survey errors encountered †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 13 3. 5 Measurement (Please refer to appendix 2 for survey questions) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Perception of organisation (Dependent variable)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 13 Attractiveness (Independent variable) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 Over-endorsement of celebrity (Independent variable) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 4 Perception of income from endorsement (Independent variable) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 14 3. 5. 1 3. 5. 2 3. 5. 3 3. 5. 4 4. 1 4. DATA ANALYSIS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Procedure†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Descriptive statistics†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 Factor analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15 Paired sample T-test †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 Multiple regression analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 16 Factor analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Paired samples t-test †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 4. 1. 1 4. 1. 2 4. 1. 3 4. 1. 4 4. 2 4. 2. 1 4. 2. 2 Expected results †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 17 RBUS2900 Business Research Method Assignment 2 Part B Figure 4 – Sample paired t-test results †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 18 4. 3. 3 4. 3. Multiple regression analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 18 Discussion of outcomes †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 18 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 20 APPENDIX †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Appendix 1 †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 23 Table 1a Table 1b Table 1c Table 1d Appendix 2 Appendix 3 Conceptual definitions †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 23 Hypotheses †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 List of measures †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 25 Data analysis techniques †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 26 Measurement instrument (Survey) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 27 Schedule †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 RBUS2900 Business Research M ethod Assignment 2 Part B 1. INTRODUCTION 1. 1 Problem statement and Research Objectives People for the Ethical Treatment of Animals (PeTA) is the largest animals rights organisation in the world with more than three million members and supporters. It uses a variety of avenues to bring forward its campaign and one of them is through the use of celebrity endorsements. (PeTA, 2012) As a result, there is a need to analyse the effectiveness of celebrity endorsement in furthering the agenda of PeTA.In particular, due to the vast differences in types of celebrities as well as industries that the celebrities are based in, consumers may have a different perception of these celebrities as well as the organisation that is being endorsed. As such, a negative perception of a celebrity and his/her industry may result in transference of negative perception to the organisation being endorsed. (White, Goddard & Wilbur, 2009) This is especially applicable to PeTA who endorses celebrities that come f rom many different industries and each celebrity varies in terms of social standing as well as reputation.As such, an investigation into the effects of celebrity perception resulting in negative information transference to the endorsed organisation will be most suitable to be undertaken for research by PeTA. Based on the problem stated above, there is a need to investigate the various aspects of a celebrity and its effect on PeTA as the endorsed organisation. Three independent factors have been established that form the perception of a celebrity and the dependent variable of the endorsed organisation. (Please refer to figure 1) RBUS2900 Business Research Method Assignment 2 Part B 1 Figure 1 – Relationship Model Diagram 1. Importance The importance of this research study is to ensure a suitable fit between the celebrity and PeTA. This fit is determined by the perception of the celebrity and its effect on the perception of the organisation. By ensuring a good fit, PeTA will be able to focus more specifically on a target market that might have been otherwise unreachable due to the unsuitable fit between celebrity and PeTA. This is with the pretext that there is a positive correlation between perception of celebrity endorser and perception of organisation. RBUS2900 Business Research Method Assignment 2 Part B 2 . HYPOTHESES DEVELOPMENT 2. 1 Perception of the organisation (Dependent variable) Perception of the organisation is the dependent variable in the case of this study as it seeks to elaborate whether the below-mentioned independent variables will have an impact on the consumer’s perception of the organisation after they have been subjected to the exposure of the independent variables. A similar test conducted by Trimble and Rifon (2006), stated that the attitudes of the audiences toward a non-profit organisation increased when it was endorsed by a celebrity with a positive image.The variables mentioned below are similar in context with what Tri mble and Rifon have done but analyses different variables and will provide a different conclusion. 2. 2 Attractiveness (Independent variable 1) Attractiveness of a celebrity has always been a factor of consideration when selecting an endorser for a product. This is particularly the case when evaluating the celebrity endorsers that have been chosen by PeTA whereby physically attractive celebrities are chosen as endorsers. It is seen that physical attractiveness is able to facilitate attitude change (Baker & Churchill 1977; Caballero & Pride 1984; Chaiken 1986; Horai et al. 974; Joseph 1982; Kulka & Kessler 1978; Mills & Aronson 1965; Mills & Harvey 1972) However, not all research has demonstrated that it increases attitude change in that it causes the consumer to develop a positive perception of the product/organisation being endorsed. The Source Attractiveness Model, derived by McGuire (1985) in a study, suggests that similarity, familiarity and likeability of a celebrity endorser w ill determine their effectiveness in endorsing a product. This suggest contrary to the list of articles stated that the RBUS2900 Business Research Method Assignment 2 Part B 3 ttractiveness in the sense of likeability of a celebrity endorser can indeed increase the positive perception of the product/organisation that is endorsed. Hence, by studying the physical attractiveness of a celebrity endorser, especially in the light of how PeTA strongly uses physical attractiveness as an important consideration in selecting endorsers, it would be most suitable to study how the supposed perception of physical attractiveness of a celebrity will indeed affect the perception of PeTA.The hypothesis derived from this variable is as such: H1: The perceived physical attractiveness of an endorser will result in an increased positive perception of the endorsed organisation 2. 3 Over-endorsement by celebrity (Independent variable 2) Mowen and Brown (1981) in their analysis of the effectiveness of celeb rity endorsers have suggested that a natural occurrence from the vast number of products endorsed by celebrities is that some celebrities tend to endorse a number of products.While ideally, it is stated that endorsers should not be tarnished by their associations with other products (Foote, Cone & Belding 1978), having a â€Å"virgin† endorser would generally be highly expensive and such would not be practical. Hence, the issue of multiple endorsements by a celebrity is especially pertinent in this case because PeTA is seen to have endorsed many celebrities that might endorsed products that are contradictory to the nature of PeTA, which is to protect animals. This may cause a disparity in the perception consumers will now have over the endorsement of such celebrity of PeTA.Kaikati (1987) and Mowen and Brown (1981) have further substantiated that a celebrity endorser may be perceived to be less credible should the celebrity choose to endorse more brands and products. RBUS2900 Business Research Method Assignment 2 Part B 4 Hence, it is brought forth in the next hypothesis: H2: In situations whereby celebrities are seen to endorse multiple products that might be contradictory to the nature of the organisation, there will be a decrease in positive perception of the endorsed organisation. 2. 4 Perceived celebrity income from endorsement (Independent variable 3)When endorsing a product, celebrities are often paid for their services. This is very much accepted as a service rendered, is expected to be paid for. However, the issue in studying this is especially pertinent as by being paid, it is questionable whether that celebrity is truly endorsing the product out of genuine belief in the product or solely for the monetary benefit involved. In the case of PeTA and its endorsed celebrities, it would be especially appropriate as protection of animals is more often a lifestyle and not just the usage of a particular product.The celebrity endorsing the product is exp ected to believe in the protection of animals and not just for the monetary benefit involved. However, does this perception of being paid for the endorsement result in a related decrease of positive perception for the organisation endorsed? Correspondence Bias (Gilbert & Jones, 1986) refers to the observer’s exaggerated use of dispositional attributions, assumptions that the actor does what he does due to his internal dispositions.Kardes (1993) has related this to endorsement advertisements whereby consumers disregard the situational constraints such as the money being paid to the celebrity, due to correspondence bias and thus contributes to the effectiveness of endorsement advertisements. Cronley et al. (1999) found support for the above-mentioned theory in that participants of an experiment actually assumed that the endorser actually liked the product regardless of whether the endorser was paid or not.This was correlated to the participants’ attitudes toward the adve rtisement, the product and the endorser. RBUS2900 Business Research Method Assignment 2 Part B 5 However, a study conduct by Sorum, Grape and Silvera (2003), had opposite results to Cronley’s 1999 experiment. There was no correspondence bias found in the study. As such, it would be most appropriate the study the supposed effects of correspondence bias on the consumers who see the PeTA advertisements and whether there is a disregard of situational constraints much like in the experiment conducted by Cronley et al. 1999) The hypothesis put forth is thus: H3: The more a celebrity is perceived to be paid for the endorsement, the more negative the perception of the organisation. 2. 5 Moderating variables This study will utilise three moderating variables in the study of the effects of perception of the celebrity endorser in relation to the perception of the endorsed organisation. It is proposed that as age decreases, the effects of each independent variable on the dependent variab le will decrease as well due to the decreased perception of the consumer of the variability of the independent variables.The Selectivity Hypothesis (Putrevu, 2001) has suggested that gender differences in information processing emerge because men are more likely to be driven by overall message themes and women are more likely to engage in detailed elaboration of messages. Hence as a moderating variable, it can be seen that gender is expected to have a moderating effect on the independent variables. Lastly, a study by Daneshvary and Schwer (2000) has concluded that education level is seen to have an impact on perception of endorsement.Lower levels of education are more impressionable to association endorsements than individuals with a college education. Education provides individuals with analytical skills to decipher information and make an RBUS2900 Business Research Method Assignment 2 Part B 6 informed purchase rather than just relying on one source of information. As such, it can be said that education will have a moderating effect on the independent variables. 3. RESEARCH METHODOLOGY 3. 1 Research design The research design chosen for this study will be causal in nature as it seeks to understand the cause-and-effect relationships that exist.In particular, it will seek to explain the variance in the perception of the organisation, by analysing the independent variables involved and looking to infer theories and data analysis results to draw a conclusive cause of the variance in the perception of the organisation. As elaborated by Zikmund et al, â€Å"before causal studies are undertaken, researchers typically have a good understanding of the phenomena being studied. † (2010) Hence a causal design is selected due to the vast knowledge already in existence in terms of the literature on perception of an organisation as well as the perception of a celebrity endorser.However, little has been done to show any appropriate causation between the two variables especially one that is particular to the nature of a non-profit organisation. 3. 2 Research method Due to the nature of the research design, an experimental design of a pretest-posttest control group design will be used to explain the cause-and-effect relationship that is proposed between the independent and dependent variable. The subjects in the experimental group are tested before and after being exposed to the treatment. The control group will also be tested at both times but would not be subjected to the treatment.In using this design, Dimitrov and Rumrill Jr. have suggested three considerations in terms of validity of the design. The first two are pertinent to internal validation, which is the degree to RBUS2900 Business Research Method Assignment 2 Part B 7 which the experimental treatment makes a difference in the specific experimental settings and the third one is in consideration of external validity which is the degree to which the treatment effect can be generalised acr oss populations, settings, treatment variables and measurement instruments. (2003, p. 59) Maturation, an internal validity issue, occurs when biological and psychological characteristics of research participants change during the experiment, thus affecting their posttest scores. History, also an internal validity issue, occurs when participants experience an event that will affect their post-test scores. Whereas the interaction of pretesting and treatment, an external validity issue, happens when the pretest sensitises participants so that they respond differently to the treatment as they might have without the pretest. (Dimitrov & Rumrill Jr. , p. 60) Maturation and History will not be an issue for the conduct of our experiment as the time lapse between the pretest and posttest phase is negligible and thus should not allow for any changes in Maturation and History. To prevent the participants from becoming sensitised and perform the experiment differently from what they would have without the pretest, we are utilising a fictional situation in order to control the knowledge of the participants on the subject. Please refer to the Data Collection portion to gain a better understanding. 3. 3 Sampling designBased on the purpose of this research, the decisions resulting from this experiment will have many strategic managerial implications. As such, the target population would be defined as the entire population in the world of people who are of suitable age to donate to a non-profit organisation. As seen from the PeTA website (n. d. ), one of the means of donating would be through credit card deductions. As such, a suitable age group would be the minimum age RBUS2900 Business Research Method Assignment 2 Part B 8 group for owning a credit card, which is 18 years old.Hence the population would range from individuals of 18 years and above. Hence, the population in Australia will be subjected to a simple random sampling method to form the sample population. Chosen par ticipants are expected to be of a variety with differing age groups, gender and income level. As such, a sampling frame of the national telephone numbers in Australia will be used. Factors to consider when determining sample size are the confidence interval needed to predict the result and the amount of standard error permissible to estimate the population parameter.Hence, based on the formula provided by Zikmund et al. (2010, p. 435), with a confidence interval of 95 percent, range of error of 0. 5 and an estimated population standard deviation of 4. 0, we will have a minimum sample size of 246. 3. 4 Data collection 3. 4. 1 Ethics Before proceeding on with data collection, the group will have to keep in mind the ethical issues involved. As researchers, the group will have to be responsible to the people who are involved in this research. Our group will adhere to these select principles such as: a.Objectivity Strive to avoid bias in experimental design, data analysis, data interpret ation, peer review, personnel decisions, grant writing, expert testimony, and other aspects of research where objectivity is expected or required. Avoid or minimize bias or self-deception. Disclose personal or financial interests that may affect research. b. Honesty RBUS2900 Business Research Method Assignment 2 Part B 9 Strive for honesty in all scientific communications. Honestly report data, results, methods and procedures, and publication status. Do not fabricate, falsify, or misrepresent data.Do not deceive colleagues, granting agencies, or the public. c. Legality Know and obey relevant laws and institutional and governmental policies. d. Privacy Protect confidential communications, such as papers or grants submitted for publication, personnel records, trade or military secrets, and patient records. e. Nonmaleficence (principle of doing no harm) When conducting research on human subjects, minimize harms and risks and maximize benefits; respect human dignity, privacy, and autono my; take special precautions with vulnerable populations; and strive to distribute the benefits and burdens of research fairly.These are some of the principles that researchers should adhere to (Peter Steane, 2004; Shamoo A & Resnik D, 2009) 3. 4. 2 Data collection method Jack R. Fraenkel, Figure 2 – Pretest-Posttest Group Experiment Method 1993 In this design, the dependant variable will be measured before and after the treatment level is presented. This allows the researcher to compute the means for pretest and posttest and measure the difference (Millsap, 2009). A scenario-based study was chosen because this RBUS2900 Business Research Method Assignment 2 Part B 10 ethod allows for easier operationalising of the manipulations, providing more control over the variables (Dong, Evans & Zou 2008). We have identified that we will be using communication as the mean of obtaining primary data, specifically conducting a survey. We have chosen to conduct a survey due to the following criteria (Zikmund et al. , 2010): ? ? ? Questions asked for the tested variables are internal to the respondents. Survey provides the best versatility as the research contains different type of data.As this is a low budget research project, survey is the most efficient and economical data collection method. a. Pretest Written scenarios will be created for this experiment. In the first phase of the pretest, background information of a non-profit organization (PeTA) is provided. Twenty-six questions are then tested to analyse the perceived image of the organization. In the second phase of the pre-test, a celebrity endorser (Brad Pitt) will be introduced. Positive background information about the celebrity is then given. Twelve questions are then used to test the three independent variables. . Posttest In the third phase of the experiment, negative information about the celebrity endorser is given. Information supplied is related to the three independent variables of the following set tings: ? ? Attractiveness: Images of a sex scandal and a rugged image of the celebrity Multiple Endorsements: Information of celebrity endorsing for multiple brands however, contradicting to the values of the non-profit organization ? Perceive Income: Information of celebrity getting paid to endorse for a non-profit organization RBUS2900 Business Research Method Assignment 2 Part B 11Subsequently, the respondents are to fill in the twenty-six questions and twelve questions again in order to analyse the effects of the negative information. c. Procedure The survey will be conducted in an enclosed room and the participants will be seated at individual tables during the conduct of the survey. They will then be randomly selected to be either in the experiment or control group. They will also be informed that their careful consideration into each question would help the researchers evaluate celebrity endorsements on non-profit organizations.This is reminded again by the title provided at the cover page. It will also be emphasised that their participation in voluntary and confidentiality is kept at the strictest levels. This is reminded again as a disclaimer on the last page of the survey. d. Errors Figure 3 – Survey: Total error diagram The figure shows the various types of errors that might be present in survey. Particularly in our survey, we have identified the following possible errors that we might face and the control measures: RBUS2900 Business Research Method Assignment 2 Part B 12Type of Error Random Sampling Error Response error – Interviewer bias Response error – Extremity bias Administrative error – Interviewer error Control measures Increase the sample size from People of very extreme initial 100 to 200. backgrounds existing in randomize (Bartlett, Kotrlik, & Higgins, group 2001) Interviewer introduced as As we are asking about Brad Pitt neutral parties helping to attractiveness, the respondent may facilitate the session and h as answer differently due to the nothing to do with the research presence of the interviewer group (Herbert F.Weisberg, 2005) Before the start of the questionnaire, address to the As most of the questions provided respondents the importance of are a seven point semantic correct data needed to be differentiated scale, respondents collected from them, thus may just choose 1 or 7 for emphasizing our appreciation convinence to them to provide their best effort. (Ian Gregory, 2003) As there are two different sets of Make sure the experiment survey, the interviewer might issue ground is properly organize out the wrong amount of sets, and double checked before the ideally it is suppose to be equal seating of the respondents. umber of sets given out. (Floyd J. Fowler et al. , 1990) Table 1 – Survey errors encountered Cause 3. 5 Measurement (Please refer to appendix 2 for survey questions) 3. 5. 1 Perception of organisation (Dependent variable) Perception of organisation is measured w ith 26 items adapted from Sarstedt and Schloderer (2010) -? = 0. 95. The closer Cronbach’s alpha (? ) is to 1. 0, the more reliable the items. Hence these 26 items are considered reliable. It will be measured on a seven-point Likert scale.Likert scale is â€Å"a measure of attitudes designed to allow respondents to rate how strongly they agree or disagree with carefully constructed statements, ranging from very positive to very negative attitudes toward some object† (Zikmund et al. , 2010). To make the scale more reliable, the scale from one to seven is used, therefore reducing the differences between levels, resulting in a more reliable measurement. In addition, all the indicators were randomized in order to avoid order effects (Sarstedt & Schloderer, 2010) RBUS2900 Business Research Method Assignment 2 Part B 13 . 5. 2 Attractiveness (Independent variable) Attractiveness was measured with a bipolar semantic differential scale. This was useful as it measured the attit udes of respondents on a scale. According to Zikmund et al. , the scale is found to be useful and versatile in many business applications (2010, p. 320). There were four items that were used to measure attractiveness. This was adapted from a study conducted by DeShirlds, Kara and Kaynak (1995). 3. 5. Over-endorsement of celebrity (Independent variable) Over-endorsement was measured on a seven-point Likert scale and consisted of five items adapted from Mowen and Brown (1981) and Tripp, Jensen and Carlson (1994). Both produced a Cronbach’s alpha of 0. 88 and 0. 84 respectively. 3. 5. 4 Perception of income from endorsement (Independent variable) Similarly, perception of income was measured on a seven-point Likert scale. This was measured with three items adaped from Cronley et al. (1999). These questions are considered reliable due to the high rating of Cronbach’s alpha of 0. 9. RBUS2900 Business Research Method Assignment 2 Part B 14 4. DATA ANALYSIS 4. 1 Procedure It i s proposed that four techniques will be used to analyse the data. The software in which these techniques are based on will be SPSS. (Please refer to appendix 1d for detailed elaboration on techniques) 4. 1. 1 Descriptive statistics Descriptive statistics will produce central tendency, distribution and variability of the results from our experiment. (Zikmund et al. , 2010) This information would be essential as it forms a bigger picture of the data collected.For instance, by comparing the means of the results from the survey, especially that in the experimental group, any change in the perception of the respondents will be detected. The standard deviation obtained will demonstrate how accurate the data is by analysing the variation about the mean. Typically, the smaller the standard deviation, the smaller the variation of the results. 4. 1. 2 Factor analysis After obtaining the bigger picture of the data, factor analysis will be used to analyse the reliability of the questions that w ere asked.This is done by reducing the amount of information in the initial variables and establishing them together into smaller groups called factors. (Gabor, 2010) This will then enable the analysis of the interdependence between the questions, limiting the questions to only those, which provide analysis for the variables. This process of factor analysis is necessary as it allows the researcher to limit the number of questions asked as well as to ensure the reliability of the questions in analysing the variables. RBUS2900 Business Research Method Assignment 2 Part B 15 . 1. 3 Paired sample T-test Once the reliability of the questions is obtained, the results of the survey are then put through a paired samples t-test. A paired samples t-test will allow detection of change after the respondents are given information about the celebrity endorser. This is detected through the variation in the means before and after the experiment. A further step from just descriptive statistics is th at this will test the significance of the data, an essential step to determine the reliability of the analysis.A paired samples t-test will be utilised as the data is collected from one group of participants that are subjected to a â€Å"before-after† treatment. Due to the usage of a Likert scale, the data is considered to be measured on an interval scale and as such, a paired samples t-test is most suitable for analysing the variation in the data. 4. 1. 4 Multiple regression analysis Lastly, essentially the crux of the data analysis is the multiple regression analysis that is used to established strength of association between the independent variables and dependent variable.Two values are being calculated to determine the strength of association. Firstly, the value displayed as adjusted R square will show the percentage of the variation of the dependent variable that is a result of the independent variables in the model. The closer the value of the adjusted R square is to o ne, the better the model. Secondly, the standardized Beta value will be used to determine the strength of each independent variable and its relationship with the dependent variable. Accordingly, the closer the value is to one, the stronger the bond.The significant independent variables are then ranked based on their standardized Beta. Hence, after processing the data through multiple regression analysis, PeTA will be able to establish which independent variable is seen to have a negative or positive relationship with the dependent variable of perception of organisation. This result though not sufficient to prove causality, when coupled with theory spelt out in the RBUS2900 Business Research Method Assignment 2 Part B 16 hypothesis development section, will provide a good idea of the causes of change in perception of organisation. . 2 Expected results Based on a scaled down version of the experiment that was conducted, these are the following results. 4. 2. 1 Factor analysis Firstly, the factor analysis conducted and questions 6-8, 14, 15 and 18 will be removed from the measurement of perception of organisation. This is due to the fact that the eigenvalues were less than 1. 0. The new variable consisting of 20 items had a Cronbach’s alpha of 0. 907. Which is still a reliable count. The measurement for over-endorsement will retain its five items and the Cronbach’s alpha is calculated to be 0. 642.Lastly, the first question for perceived income will be removed from the variable and the new variable consisting of the two questions has a Cronbach’s alpha value of 0. 903. 4. 2. 2 Paired samples t-test Based on the paired samples t-test conducted for the mock experiment, it can be seen that there was a positive increase of t-value which tells use that the mean of the first group was bigger than the mean of the second group. Hence there was a decreased in mean scores as predicted by our hypothesis. RBUS2900 Business Research Method Assignment 2 Pa rt B 17 Model Summary Model R R Square Adjusted R Square 1 . 06 a Std. Error of the Estimate .367 -. 898 Paired Differences 21. 505 Mean Std. Deviation Std. Error Mean 95% Confidence Interval of the Difference Lower Upper 20. 552 Pair 1 PerceptionORGbef PerceivedORGaft overendorsementBE 11. 071 10. 251 3. 874 1. 591 Pair 2 FoverendorsementAF T PerceivedINCOMEb 1. 286 3. 506 1. 325 -1. 957 4. 528 Pair 3 ef perceptionINCOMEa ft 3. 071 2. 370 .896 .879 5. 264 Pair 4 Pair 6 Pair 7 Attractiveness Attractiveness SexyBEF – SexyAFT TemperamentBEF TemperamentAFT -. 286 -. 143 -. 286 .488 . 378 . 488 .184 . 143 . 184 -. 737 -. 492 -. 737 .166 . 207 . 166Figure 4 – Sample paired t-test results 4. 3. 3 Multiple regression analysis Lastly, multiple regression analysis was used to establish association amongst the dependent and independent variables. Through the analysis, it was found that there was a strong negative association (-0. 898) between the variables. This is a clear indic ation that the proposed hypotheses are all correct. 4. 3. 4 Discussion of outcomes Finally, it is clear from the mock up that further research would be necessary in order to fully understand the effects of the independent variables on the dependent variable.This is exceptionally necessary for an organisation such as PeTA due to the high number of RBUS2900 Business Research Method Assignment 2 Part B 18 celebrities that endorse the organisation. Moving forward, it is necessary for PeTA to fully evaluate the background of the celebrities that endorse the organisation as well as to consider the perception of paying the celebrities for the endorsement. However, further research must be done in order to ascertain this claim. The research team would like to propose that PeTA approve the proposal for research to commence.Subsequently, PeTA would be able to expect a research report as well as an oral presentation of the findings from the research team. RBUS2900 Business Research Method Assi gnment 2 Part B 19 References Baker, M. & Churchhill, G. A. 1977. The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4): 538–555 Bartlett, Kotrlik, & Higgins. 2001. Organizational Research: Determining Appropriate Sample Size in Survey Research. Information Technology, Learning, and Performance Journal, 19(1): 48 Caballero, M. J. , & Pride, W. M. 1984.Selected Effects of Salesperson Sex and Attractiveness in Direct Mail Advertisements, Journal of Marketing, 48(1): 94-100 Chaiken, S. , 1986. Physical appearance and social influence. In: C. P. Herman, M. P. Zanna and E. T. Higgins, eds. Physical appearance, stigma, and social behavior: 143-177, Erlbaum Associates, Hove, UK Cronley, M. L. , Kardes F. R. , Goddard, P. , & Houghton, D. C. 1999. Endorsing Products For The Money: The Role of the Correspondence Bias in Celebrity Advertising. Advances in Consumer Research, 26: 627-631 Daneshvary R. , Schwer, R. K. 2000. The associa tion endorsement and consumers’ intention to purchase.Journal of Consumer Marketing, 17(3): 203-213 DeShields Jr. , O. W. , & Erdener Kaynak, A. K. 1996. Source effects in purchase decisions: The impact of physical attractiveness and accent of salesperson, International Journal of Research in Marketing, 13(1): 89-101 Dong, B. , Evans, K. R. , & Zou, S. 2008. The Effects of Customer Participation in Co Created Service Recovery, Journal of the Academy of Marketing Science, 36(1): 123-137. Dimitrov, D. M. , & Rumrill, Jr. , P. D. 2003. Pretest-posttest designs and measurement of change. Work: A Journal of Prevention, Assessment and Rehabilitation. 0(2): 159 -165 Fowler, Jr. , F. J. , & Mangione T. W. 1990. 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The Effects of Expertise and Physical Attractiveness upon Opinion Agreement and Liking, Sociometry, 37: 601-606 Ian G. , 2003. Ethics in Research, Moral Issues in Research: 45-67 Joseph, B. W. 1982.The credibility of physically attractive communicators: A review, Journal of Advertising, 11: 15–24 Kaikati, J. G. , 1987. Celebrity advertising: a review and synthesis, International Journal of Advertising, 6(2): 93-105 Kardes, F. R. 1993. Consumer inference: Determinants, consequences, andimplications for advertising. In A. A. Mitchell (Ed. ), Advertising exposure, memory and choice: 163 191. Hillsdale, NJ: Erlbaum Kulka, R. A. , & Kessler, J. B. 1978. Is Justice Really Blind-The Influence of Litigant Physical Attractiveness on Juridical Judgment, Journal of Applied Social Psychology, 8: 366 381 McGuire, W.J. 1985. Attitudes and Attitude Change, in The Handbook of Social Psychology, Vol. 2, ed. : 233-346. Gardner Lindzey and Elliot Aronson, New York: Random Mills, J. , & Aronson, E. 1965. Opinion change as a function of the communicator's attractiveness and desire to influence, Journal of Personality and Social Psychology, 1: 173-177 Mills, J. , & Harvey, J. 1972. Opinion change as a function of when information about the communicator is received and whether he is attractive or expert, Journal of Personality an d Social Psychology, 21:52-55 Mowen, J. C. , & Brown, S.W. , 1981. On explaining and predicting the effectiveness of celebrity endorsers, Advances in Consumer Research, 8: 437-441 People for the Ethical Treatment of Animals, 2012. About PeTA , viewed 17 May 2012 People for the Ethical Treatment of Animals, 2012. Donate Now. , viewed 19 May 2012 Peter S. 2004. Surviving Your Thesis By Suzan Burton, Principal of ethical research, 5: 63 Putrevu, S. 2001. Exploring the origins and information processing differences between men and women: Implications for advertisers. Academy of Marketing Science Review, 5: 1–14RBUS2900 Business Research Method Assignment 2 Part B 21 Millsap, R. E. 2009. The Sage Handbook of Quantitative Methods in Psychology, Albert Maydeu-Olivares Sarstedt, M. & Schloderer, M. P. , 2010. Developing a measurement approach. International Journal of Nonprofit and Voluntary Sector Marketing, 15: 287 Shamoo A and Resnik D, 2009. Responsible Conduct of Research, 2nd e d Sorum, K. A. , Grape, K. M. , & Silvera, D. 2003. Do dispositional attributions regarding peer endorsers influence product evaluations, Scandinavian Journal of Psychology, 44: 39–46 Trimble, C. S. , & Rifon, N. J. 2006.Consumer perceptions of compatibility in cause related marketing messages, International Journal of Nonprofit and Voluntary Sector Marketing, 11(1): 29-47 Tripp, C. , Jensen, T. D. , & Carlson, L. 1994. The effects of multiple product endorsements by celebrities, Journal of Consumer Research, 20(4): 535-535 White, D. W. , Goddard, L. & Wilbur, N. 2009. The effects of negative information transference in the celebrity endorsement relationship, International Journal of Retail & Distribution Management, 37(4): 322-335 Zikmund, Babin, Carr, & Griffin. 2010. Business Research Methods Eighth Ed.South Western Cengage Learning RBUS2900 Business Research Method Assignment 2 Part B 22 APPENDIX Appendix 1 Table 1a Conceptual definitions Definition Corporate image, the c onsumer’s impression of the company that is producing and selling a given product or brand A person whom the members of an audience would like very much to please, someone whom they like very much Source Goldberg, M. E. & Hartwick Jon. 1990. The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness, Journal of Consumer Research, 17(2): 172-179 Mills, J. & Elliot, A. 1965.Opinion change as a function of the communicator’s attractiveness and desire to influence, Journal of Personality and Social Psychology, 1(2): 173-177 Page Concept Perception of organisation 173 Attractiveness 173 Over-endorsement If a celebrity endorses several products, the relation between himself and a particular product is not distinctive, leading to an inference that the nature of the particular product was not the reason for endorsement Mowen, J. C. & Brown, S. W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Co nsumer Research, 8(1): 437441 37 Perceived income from endorsement Perception that a celebrity endorser is being highly paid for an advertisement Cronley, M. L. , Kardes, F. R. , Goddard, P. & Houghton, D. C. 1999. Endorsing products for money: The role of the correspondence bias in celebrity advertising, Advances in Consumer Research, 26: 627– 631 628 RBUS2900 Business Research Method Assignment 2 Part B 23 Table 1b Hypotheses Hypothesis Data analysis method used H1: The perceived physical attractiveness of an endorser will result in an increased positive perception of the endorsed organisationH2: In situations whereby celebrities are seen to endorse multiple products that might be contradictory to the nature of the organisation, there will be a decrease in positive perception of the endorsed organisation. Paired sampled t-test to compare mean scores of before and after the experiment to analyse for variation. Multiple regression analysis to investigate the effect of the ind ependent variables (Perceived physical attractiveness, overendorsement of celebrity, perceived income from endorsement) on the dependent variable (perception of the endorsed organisation)H3: The more a celebrity is perceived to be paid for the endorsement, the more negative the perception of the organisation. RBUS2900 Business Research Method Assignment 2 Part B 24 Table 1c List of measures Measure Scale Source Sarstedt, M. & Schloderer, M. P. 2010. Developing a measurement approach for reputation of non-profit organizations. International Journal of Nonprofit Voluntary Sector Marketing, 15: 276–299 26-item measure of perception of non-profit organisation 7-point Likert scale 4-item measure of attractiveness Bipolar semantic differential scaleDeShields Jr, Oscar W. , Kara, Ali, & Kaynak, Erdener. 1996. Source effects in purchase decisions: The impact of physical attractiveness and accent of salesperson, International Journal of Research in Marketing, 13(1): 89-101 Mowen, J. C . & Brown, S. W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Consumer Research, 8(1): 437-441 Cronley, M. L. , Kardes, F. R. , Goddard, P. & Houghton, D. C. 1999. Endorsing products for money: The role of the correspondence bias in celebrity advertising, Advances in Consumer Research, 26: 627–631 -item measure of overendorsement 7-point Likert scale 3-item measure of perceived income from endorsement 7-point Likert scale Sorum, K. A. , Grape, K. M. & Silvera, D. 2003. Do dispositional attributions regarding peer endorsers influence product evaluations? , Scandinavian Journal of Psychology, 44: 39–46 RBUS2900 Business Research Method Assignment 2 Part B 25 Table 1d Technique Data analysis techniques Definition Assumptions Important terms – Mean = total score divided by n. -Std. deviation= variation of the sample. – Min/Max= highest and lowest score in the sample. Skewness= to measure the symmetry of the distribut ion – Kurtosis= how the scores cluster together – Eigenvalues (to determine the number of factors) = the amount of variance associated with the factor – Cronbach’s alpha= to check the reliability of the scale (accepted if Cronbach’s alpha;0. 7) – Normality of distribution – Interval data – Confidence interval (the range of the data)= For 95% of confidence interval, Sig value should not exceed 0. 05 – T value and critical t value – Degree of freedom (to determine the critical t value) – Sig value (p-value)

Definitions of Essay about War Samples

Definitions of Essay about War Samples Introducing Essay about War Samples War is a horrible medium, which has been utilized for thousands and thousands of years, to realize certain goals throughout the use of force. Over the past three decades of elections in the USA, increasingly more states and cities have had the chance to modify their policies regarding marijuana. The statement assumes that everybody in Mason City enjoys some kind of recreational activity, which might not be necessarily correct. In terms of special features, you may choose your preferred citation standard. An essay outline is a set of ideas and ideas related to the subject issue. Factual evidence may also be in the shape of non-numerical info. The prices are very reasonably priced. Finding the proper sample ought to be simple, because there are hundreds of them available online. It is recommended to look for the one which has a great reputation and offers high-quality papers at inexpensive rates. Th ere's a discount code, NINJA15, which provides you 15% off the last price for the very first purchase. Once you get your completed essay, make certain you tell all your friends what a fantastic service it is and what's the ideal place to purchase cheap essays. Moreover, a superb comprehension of an essay permits you to use the material fully. You need to have the strong personal opinion on the subject you intend to discuss in your argumentative essay. The very best idea is to select essay topics that truly matter to you. You just need to select the proper key phrases to have the ability to come across the acceptable example essays. If you've got to use information from the completely free essay example, cite it correctly. When you've determined the goal of your essay, you are going to know what information has to be included and the way that it has to be presented. Why Almost Everything You've Learned About Essay about War Samples Is Wrong There are lots of explanations for why war isn't a good thing. Now it is something that affects EVERYONE in both good and bad ways. There are those who justify wars and say that it is essential since it is the law of nature. Many people think that wars are essential, especially in conditions where all diplomatic methods are exhausted. The Lost Secret of Essay about War Samples One particular important key to coming up with the ideal college essay is to use the ideal sample essay for a guide. As a consequence, such students start looking for the best essay help to be sure their project is going to be produced at the maximal level in accord with all academic standards. Therefore, many students and employees decide to acquire inexpensive essay rather than writing it themselves. The very first thing that you ought to take note of is how the prompt tells you exactly what sort of elements you ought to concentrate on to observe the way the author builds their argument. An anecdote is a brief story about a true individual or event. Beginning with interesting truth about your subject is certain to grab the eye it needs. Vital Pieces of Essay about War Samples Although war is always evil, occasionally it is the lesser evil, in some instances it is inevitable. On the whole, it has always been the greatest blot on humanity. On the other hand, it could be seen as a positive influence. If it is necessary, it is a necessary evil. The actual solution isn't war, but war appears to be the simplest solution. Since you may see, there are several bad and very good sides of war. Although some people think that under exceptional conditions, war is justified. It isn't simple to suggest effective method of preventing a nuclear war. Improve your very first draft through a comprehensive revision Your very first draft will need a thorough revising in the event you wish to guarantee you present a powerful and structured argument from beginning to finish. The subsequent textual analysis paper will center on the problem on the demand for war on poverty among the Americans. A conclusion is, undoubtedly, the most essential portion of the argumentative essay as possible either support the superior impression or destroy it entirely. The revision policy is a little tricky.

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The Definition Of Ethical Integrity - 1513 Words

The definition of ethical integrity can vary from person to person. One of the challenges that organizations face is ensuring that its employees abide within the boundaries that have been chosen as our societal standards. These differences can lead to loss in productivity and has been known to cause rapid, turbulent, and often strained developments in the relationship between men and women, and employers and employees. Contrary to public opinion, both men and women can become victims of sexual harassment and sexual assault. This paper will address some of the issues linked with sexual harassment and sexual assault in the working environment. In centuries past work, conditions in the workplace for women became so bad that the government had to intervene. New laws and organizations were initiated in order to protect the rights of women in the workplace. It has been noted in our text â€Å"The U.S. Equal Employment Opportunity Commission (EEOC) is a federal agency created to enforce Title VII of the Civil Rights Act of 1964. Title VII prohibited employer discrimination against job applicants and employees based on matters of race, national origin, sex, religion, or previous complaints of discrimination that might prompt retaliation† (Giraffe, 2011). While most organizations utilize strategies called for equivalent treatment for all workers, often it is the individuals within the organization whose individual moral standards do not adjust to the larger corporation. MostShow MoreRelatedThe Aicpa Code Of Professional Conduct1268 Words   |  6 PagesCode rules, disciplinary actions would be taken. The Principles of Professional Conduct (Sec 50) explains the responsibilities, public interest, integrity, objectivity and independence, due care and scope and nature of services for professional accountants. 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In such situations, people tend to base their decisions on their ownRead MoreEssay about Academic Integrity - 31056 Words   |  5 PagesAcademic Integrity Paper University of Phoenix October 8, 2012 Academic Integrity This paper will speak of Academic Integrity. What it means to use it correctly and the consequences when wrongfully used. I will voice my views along with the views of others on how Academic Integrity is good rule to follow to write a paper. The paper will also be speaking of the disciplinary action that will be put into place and how students have to go through steps to completing those disciplinary terms. Read MoreEthical Case Study : The New Nurse1571 Words   |  7 PagesEthical Case Study According to the scenario given in example 2, the new nurse on the unit is facing an ethical dilemma by being asked to violate the code of ethics. This scenario regarding the preceptor telling the nurse to violate policy and chart that blood draws were done correctly is violating provision 3. Specifically, if the nurse interjects and decides to not draw the blood cultures too close together and from the same site, it upholds provision 3.5 Protection of patient health and safetyRead MoreEthical And Ethical Aspects Of Business Ethics1350 Words   |  6 PagesMany authors in business industry have provided different definitions for business ethics. Moreover, definition varies for different people and different organizations. In general, Business ethics:-- -is a set of moral values or applied ethics that’s drives the operation of business. It’s more than operating a business under existing laws. There is always a question of morality and this morality of values comes from values held by the society. But ethics for each company may have high standard toRead MoreAicpa Code Of Professional Conduct1589 Words   |  7 Pagesdecisions. At times those decisions might be wrong, sometimes right. When facing a dilemma it’s easy to make a decision, but it’s even more difficult to make a right and ethical decision. Any person can make a decision, but they won’t always make the right decision. Decision making gets tougher when it comes to making the right and ethical decision, especially when it comes to the business world because your decision will no longer affect you, but it would also affect others. Therefore, you must alwaysRead MoreThe Reprehensible Story Of The Enron Corporation1680 Words   |  7 Pagescapital gain while upholding to the practice of ethical processes and abiding by common gover ning virtues. Through the study of three key virtues (integrity, fairness, and justice) and applying them to the Enron case, it will quickly be seen how evident the leaders of this organization choose to neglect ethical practices and virtues to gain personal financial growth. 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Read MoreNon-commissioned Officer and Integrity1037 Words   |  5 PagesAccording to dictionary.com, integrity is â€Å"the adherence to moral and ethical principles; soundness of moral character; honesty.† According to the Army Values, the definition of integrity is to do whats right, lega lly and morally. It continues to say that integrity is a quality you develop by adhering to moral principles and that it requires that you do and say nothing that deceives others. Integrity is something that is instilled in us in the beginning of basic training. As we grow in our militaryRead MoreThe Code Of Ethics For Nurses Essay1667 Words   |  7 PagesMoral Values Integrated in the Code of Ethics for Nurses Ethical moral values are the fabric of human behavior. Nursing values influence nurses actions and goals. The nursing code of ethics was adopted in order to determine and define ethical values for nurses. Human dignity, privacy, justice, autonomy in decision making, commitment, loyalty, human relationship, compassion, fairness, responsibility, honesty and individual and professional competence are considered an integral part of the nursing

Irish English literature interaction Free Essays

The notion of Irish literature is often the subject of much critical contention. For some people Irish literature is reserved for works in the Irish language. The fact that the Irish language was almost eradicated during the nineteenth century is still, however few people actually now speak or write it in contemporary Ireland, an inescapable fact of Irish history and Irish literary history. We will write a custom essay sample on Irish English literature interaction or any similar topic only for you Order Now Its eradication was, in part, a matter of political compulsion and also, in part, a matter of the tragic history of the vast scale of emigration which followed on the Irish Famine of 1845-8. This is why, among Irish writers who write in the English language, language itself becomes the focus of their reflection. Literature in English in Ireland has been a literature in which ideas of Ireland — of people, community and nation — have been both created and reflected. To understand how it is true it is necessary to contemplate the conceptions of a distinctively Irish identity which have been articulated, defended, and challenged. Another point to consider is how the perception of alienation, felt almost by all Irish writers, influences their choice of themes for literary works. For the material of my study I have chosen the works of two great Irish writers, prose writer Joyce and poet Heaney and American writer who nevertheless is regarded as English writer, Thomas Stern Eliot. The reason I choose to include Eliot in this essay is that he is much like Joyce and the comparison between those two geniuses with help to trace the ways of intersection and similarity of two cultural traditions. Another reason for choosing to study Eliot, together with Joyce and Heaney is that all three writers were exiles, the fact that influenced their literary style and themes. They knew and influenced each other.. Eliot founded new literary movement, and Joyce’s technical innovations still occupy his followers like Heaney. The work of all three great moderns exhibits the characteristic features of modern art in being difficult to the point of obscurity, complex, allusive, experimental in form, and encyclopedic in scope. The work of all three writers, especially Heaney’s, is imbued with the modern attitude to the past–that the past was radically different from the present but eternally haunts it and so is inescapably past-present. Of the three writers, Joyce was clearly driven into exile in order to write. Joyce wrote with scrupulous naturalism with its fidelity to detail and habit of naming names, and satiric vein. Outwardly rootless Joyce was not inwardly so. His life and art were transfixed, rooted in the Dublin he had known as a young man, which was the subject of all his work. Joyce constantly carried feeling of alienation in relation to his homeland. Joyce rejected his home, family, society, nation, and religion. Alienation is explicitly detailed in Dubliners, the collection of short stories focused on the exploration of Irish theme. One of those stories Araby focuses on a vagrant boy energized by a desire for escape from the confinement of Irish culture. The desire for such escape appears already in the first story of collection, continues in the second and finally materializes in the third. The epiphanies at the end of first three stories metaphorize the promise of freedom. To gain clear understanding of this metaphor of the travel in quest of liberation we have to illustrate what was the place of Irish culture in the broader aspect of British literature and how it is reflected in Joyce’s literary work. This story is a metaphor for Joyce’s life too, for his search for place where he would have been able to work. Joyce’s issue is to present the lives lived by his people and their characteristic and characteristically Irish ways of trying to make sense of them. The image of Dubliners illustrates more than the human condition; it illustrates the Dublin condition, which may be defined as an excessive degree of susceptibility to decay and loss. It is a condition not of excess but of deprivation. The first three stories The Sisters, Encounter and Araby are connected by the common hero, a boy, who is looking for something that is not there. Araby opens with an inspection of the empty back rooms of an abandoned house on a blind street: An uninhabited house of two stories stood at the blind end, detached from its neighbors in a square ground (Joyce, 29), concludes with the lights going out in an emptied hall: The upper part of the hall was now completely dark. Gazing up into the darkness I saw myself as a creature driven and derided by vanity (Joyce, 36), and in between tracks the narrator as his money and the dreams built on it come, by degrees, to nothing. The story gives much attention to detail. In the scene at the marketplace, the narrator offers vivid metonymic of the boy’s world. The boy aspires to commence his journey to Araby, a journey which is metaphorized as chivalric quest. His destination is eastward, the East is even more important metaphorically to the boy: â€Å"The syllables of the word Araby were called to me through the silence in which my soul luxuriated and cast an Eastern enchantment over me† (Joyce, 32). Because he had thought the East would be the proper place in which his desire might be realized, he is disillusioned, as readers, of Araby by his encounter with the actuality of the â€Å"empty† bazaar with its â€Å"magical name. † On arrival to the Araby the boy discovers absolutely discouraging scene which makes him describe himself, in this confrontation with the real world, in one of Joyce’s most famous sentences: â€Å"Gazing up into the darkness I saw myself as a creature driven and derided by vanity; and my eyes burned with anguish and anger† (Joyce, 35). What the boy had expected as the completion of his traveling toward Araby, namely the validation of his mastery, ends by confirming, at least in his own eyes, his powerlessness. The wanted to find what the priest, the dead father, has lost: faith in the ability to liberate himself and thereby to make at least the journey, into the unknown. Furthermore, he must find a means of bringing that â€Å"poetry† found in the books into touch with the â€Å"prose,† or reality of ordinary Dublin life. Eliot, like Joyce, was an exile. He left United States and found in England an organic society which satisfied his hunger for tradition and order; society, politics, and religion were more closely related and institutionalized in England than in the United States. Unlike Joyce Eliot’s poetry is universal but there is little specifically local attributions, Eliot’s work is not as local as Joyce’s is. When we look at his poems for physical evidence of his adopted country, we find little. Such images as there are of city, village, church, or stately home are universalized, made symbolic. Eliot in his poetry tends to touch upon unconventional philosophical issues like what will happen if we lose the capacity to see the community between persons and lose the capacity to believe in any real community between persons. Such a hypothetical situation is exemplified in The Love Song of J. Alfred Prufrock where the â€Å"eyes that fix you in a formulated phrase† (Eliot, line 56) have made the community between persons unable to be seen. The climax is in the middle of the poem, where we see most clearly what the theme of this poem is; it is the peculiar affliction of our age — metaphysical blindness. The middle is the most intricate one in the poem, but if we concentrate on what is essential, following Prufrock as he struggles up the stairs, as he wrestles with the dead lumber in his head, and as he draws near to the person he has come to visit, there is a moment of suspended thought, a moment when Prufrock is his experience, a moment typical of in Eliot’s works, where the door out of the corridor suddenly opens, and we are invaded by a sense of reality. The opening here is not much more than a crack: the flash of light to light as the lamplight is reflected from the brown hair on the woman’s arms. But it is sufficient not only to throw Prufrock off his bent: â€Å"Is it perfume from a dress/ That makes me so digress? † (Eliot, line 65) but almost to bring him to act. His â€Å"Shall I say . . . ?† shows him on the verge of entering a real present. But then he falls back, and rejoins the arthropods, because he has nothing to act with, just as he had nothing to confront the streets with: here, for example, he did not see the light answering light. This scene illustrates what is meant by the theme of metaphysical blindness. The poetic collection Prufrock Other Observations had made Eliot famous in the English-speaking literary world. The interplay between Irish and English literature is continued by Joyce’s follower Seamus Heaney. This divided tradition states the essential condition of the modern Irish mind. The Irish literary tradition proffered a sense of identity which became the preoccupation of Irish writers of the early twentieth-century like Joyce; that identity still confounds contemporary poets like Seamus Heaney. Modern poetry in general is haunted by the divided mind, a reflection of man cut off from his past, confused about meaning, and attempting to reconcile himself to his solitude. In the Irish literary tradition that reconciliation is defined in cultural and national terms. The struggle for reconciliation becomes embroiled in the question of identity. Heaney wrote in the early seventies, his poems have as their focus the relation of England to Ireland which tends to be that of domineering male to helpless female. His was a witness of cruelty in Belfast when Catholic student arranged civil rights marches. Heaney moved from Belfast at the peak of this conflict, but his poem Punishment presents his experiences: â€Å"I can see her drowned / body in the bog, / the weighting stone, / the floating rods and boughs†. (Heaney, 1975) In this poem Heaney explores a theme of revenge for betrayal but admits his own feebleness when facing violence inculcated for ages: â€Å"I almost love you / but would have cast, I know, / the stones of silence. I am the artful voyeur / your brain’s exposed and darkened combs†¦ † (Heaney, 1975) This poem as other in collection North, are Heaney’s ‘bog poems’, in which he disturbs very dark emotions and appeals to the political and social situation in his native Northern Ireland. Heaney’s through the interpretation of the past gives his comments on the present in concealed yet strong manner. In conclusion, Heaney, Eliot, and Joyce all exemplify the case of the artist who due to various reason is forced to abandon his homeland. Eliot freed himself from America in order to transplant himself elsewhere. Joyce was trying to find a perfect place for his creative activity. Despite his love-hate relationship with Ireland Joyce remained faithful to Ireland in spirit. Heaney deserted North Ireland because of unstable political situation but often resorted to it in his works. Thus we see, beyond certain similarities in their work, striking contrasts in the lives of these three writers. Joyce preceded and prepared the way for Heaney, as an Irishman writing happily in English. These should enable us better to understand them and the general problem of the alienation of the modern artist. Works Cited List: Eliot T. S. â€Å"The Love Song of J. Alfred Prufrock† in Prufrock and Other Observations. New York: Bartleby. Com, 2000 Heaney, Seamus. â€Å"Punishment† in North. London: Faber and Faber, 1975 Joyce, James. Dubliners. London: Penguin Group, 1996 How to cite Irish English literature interaction, Essays

Elsa Schiaprelle Essay Example For Students

Elsa Schiaprelle Essay ELSA SCHIAPARELLI (1890 1973)I couldnt see where her uniqueness coming from when I look at Schiaparellis childhood. She was from well-established family and she was well educated. She was born in 1890, Rome, Italy. She had many talents. Her studying philosophy didnt make many connection with art and fashion in my mind with her later shocking designs. Even for me who saw many things in todays life, her designs were shocking and somewhat crazy. I could imagine how shocking it would be for the people in that time. Because most of the designs are feminine and focused more onto how to be look good or elegance. Like I said before, her designs are far apart from Chanel and Poiret, but somewhat similar. First, I dont know where she got her ideas like that. She uses a lot of images that seems like not fitted into the dresses but somehow, I see it not as weird looking dress that is unattractive but as well-blended dress with elegance and classic looks. It is the shapes and colors that make the dress united and attractive. Influences of Cubism and Surrealism are also the reason why her design is unique. The artists who worked with her contributed the pattern and colors. She worked with Dali, Beroatd, and Cocteau to design fabrics and accessories. Some of designs that thought were weird and crazy are bug necklaces, ice cream cones hat and lamp cutlets shaped hat. I wonder how people dressed with these accessories. Although her design is unique, I certainly would never wear that bug necklace. It feels creepy to think that bugs are hanging around my neck. She also had an eye to see the object in other perspectives. For example, in 1935, she designed a zipper, which she dyed with same color as her fabrics and positioned them in exposed places. Another invention was her shocking pink. During the World War II, she lectured in the USA and opened a branch in USA in 1949. Her last show was held in 1954. Her designs were sometimes witty, shocking, and crazy, but her understanding or art and fashion creates new styles, I gave an option to the people and designers to design the clothes crazier and still looks good on people. Inside her crazy and shocking design, there was real talent and deep knowledgement about fashion.