The Between Nazis And The German Jews - 1426 Words

Whether it is turning off one’s alarm and getting off of one’s bed, making breakfast, taking the bus to school, tying one’s shoes, or sitting down in the same room for the same class at the same time, all of these are examples of rituals in day-to-day life. Different people have different interpretations of what the word ‘ritual’ exactly means. A particular film, the likes of The Boy in the Striped Pajamas conveys many of these meanings; analyzing the characters in this story, more specifically the contrast between the Nazis and the German Jews, their personality can be sufficiently explained via Malory Nye’s theory regarding symbolism in ritual, Emile Durkheim’s idea of ritual as being a society-based action, Harvey Whitehouse’s thought about the relationship between ritual and memory, and Nye’s perception of ritual as being a means of attaining power. Pulling these theories together, the message in this film becomes, as commonly stated: what comes around goes around, and as such, regardless of another person’s belief, one should not discriminate against that person based on their beliefs and values. Throughout the film, it is the Jewish Germans who are dressed with the striped pyjamas in the movie of discussion. And with deliberate reason. As such, it is not surprising that Nye has developed a theory of ritual which he labels as being â€Å"a symbolist approach to religion and ritual† . Delving deeper, what Nye tries to argue is that â€Å"the importance and significance ofShow MoreRelatedPrior To The Onset Of The Incomparable Discouragement In1600 Words   |  7 Pages1929–1930, the National Communist German Specialists Gathering was a little gathering on the radical right of the German political range. In the Reichstag (parliament) races of May 2, 1928, the Nazis got just 2.6 percent of the national vote, a proportionate decrease from 1924, when the Nazis got 3 percent of the vote. The issue that concluded the start of World War 2 was Germany attacking and attempting to vanquish Poland on September first. the Nazi over the Jews in Nazi Germany are among the most exceedinglyRead MoreThe Main Goal Of The Nazis On The European Jews Essay1102 Words   |  5 PagesThe main goal of the Nazis pertaining to the European Jews was that of total extermination. At the yearly party rally held in Nuremberg in 1935, the Nazis announced new laws which regulated a large number of the racial speculations common in Nazi philosophy. Two distinct laws passed in Nazi Germany in September 1935 are referred to on a whole as the Nuremberg Laws: the Reich Citizenship Law and the Law for the Assurance of German Blood and German Honor. These laws epitomized large portions of theRead MoreHow The Re Education Problem Of Germany Much More Than Other Axis Countries Essay1365 Words   |  6 Pagesalliance with Germans. Since Jews were the exposure to violence by the Nazi practice or education, discussed later, the United Nations supported and assisted the Jews and considered the Germans as the murders. It is not known whether Hungary and Rumania were part of that nations or not, but they can claim that the Nazi doctrine was something strange to them and was forced on them by the fear of the foreign nation force. Germany, however, has no way of using this excuse to reject the Nazi, but they areRead MoreKristallnacht-The Night of Broken Glass1470 Words   |  6 PagesKristallnacht Kristallnacht was a Nazi pogrom (violent riot or mob attack) lasting less than 24 hours against the Jews that occurred in November, 1938 in Germany, Austria and Sudetenland. The German Chief of Propaganda, Joseph Goebbels, with Adolf Hitlers approval announced the beginning of this attack to punish the Jews and force them out of Germany.. The Germans blamed the Jewish people for an early end of WWI in1918 and the economic hardships that followed the war. From late in the eveningRead MoreWhy I Didn t Jews Leave Germany Sooner?949 Words   |  4 Pagesâ€Å"Why didn’t Jews leave Germany sooner?† â€Å"Why did they not resist their deportation to the death camps more forcefully?† – Questions of this nature have been asked continuously throughout the last five decades. Hindsight can give the impression that the encounter between Jews and the Third Reich during the Holocaust had to unfold as it eventually did, prompting the question of why Jews failed to see the proverbial writing on the wall. However, if historians have found it troubling to determine preciselyRead MoreThe Holocaust Was An Ultimate Abomination Of Nazi1484 Words   |  6 PagesThe Holocaust was an ultimate abomination of Nazi racism that occurred between 1938 and 1945. The word Holocaust derived from the Greek word holokauston, which stands for a burnt sacrifice that is offered whole to God. The word was chosen for this occurrence because of the amount of dead bodies that were cremated in open fires by Nazis. The Holocaust was known for the mass murders of European Jews that took place during the Second World War. European Jews were the fundamental victims during the HolocaustRead MoreAdolf Hitler s Influence On His Life1750 Words   |  7 Pagesagain. With no ambition and no money he began to spend his life on the streets. During this time, he saw rich successful Jews walking by him while lived as a beggar. He felt ashamed that Germans were poor and unsuccessf ul while foreigners such as the Jews were living happily. At this time, he slowly started to dislike the Jews. He even blamed the death of his mother on the Jews because it was a Jewish doctor that tried to cure her. On 3rd August 1914 he enrolled as a soldier for World War 1. AfterRead MoreEssay on Causes of the Holocaust980 Words   |  4 Pagessome of which were long term and others short term. The main reasons are; for centuries Germany had been an anti-Semitic country Jews were used as scapegoats for German problems. Also centuries of Nazi persecution caused the Holocaust in particular 1933 -1939 as well as Adolf Hitler and his racist views which influenced thousands of Germans. The Main reason for the holocaust happening was that Germany had been anti-Semitic for many centuries, and during those centuriesRead MoreThe Nazi Anti-Jewish Policy1115 Words   |  4 PagesMany Germans could accept the fact that their country’s defeat in WWI whereas they argued that â€Å"backstabbing† of the Jews and the weaknesses from the beginning caused the front to collapse. They claimed that the Jews caused the spread of defeatism hence destroying the German army. The Germans argued that the Weimar Republic’s democracy was a government that had been constrain on Germany and not suited for the German way of life. They obeyed the Treaty of Versailles and paid reparations as revengeRead MoreJudenrat Flaws1612 Words   |  7 PagesJudenrat’s Mistake During the holocaust,  Jews were losing their jobs,  rights,  and property.  In 1933,  the Nazi leaders began assigning Jews to handle situations to help the jews in the Ghettos,  these Jews were known as the Judenrat.  The Judenrate weren’t Jewish volunteers,  they were assigned and given tasks to perform: â€Å"Composed of 24 male jews †¦ prescribed as 1) executing German orders,  2) taking an improvised census of the Jew in their area,  3) executing the Jew from rural to urban locations,  4) furnishing

How Does Shakespeare Use the Witches in Macbeth to Create...

How does Shakespeare use the witches to create mood and effect on an audience? Macbeth was set around 1040s, during this era, Elizabethan and Jacobean times, the traditional theory of witches was widely accepted; and anyone who questioned it was believed to be a witch themselves; if there was suspicion of a person being a witch, prosecution was most likely made. The play â€Å"Macbeth† is a tragedy, because of Macbeth; the hero aspect in the play is brought to ruin. Although he is not an idealistic hero, he’s the main character and suffers great loss, even death; the witches had caused him to bring it upon himself, by misleading his blind ambition. Throughout the 1040s, people were led to believe, because of religion and traditional that†¦show more content†¦Macbeth’s re-evaluation had angered Lady Macbeth, she would accept him no less but king. She then questions his manliness, in a hope to challenge him to do it; daring him to prove himself a man; â€Å"When you durst do it, then you were a man† she says â€Å"were a man† in the past tense, to say he isn’t anymore, unless he kills the king. She tries to make Macbeth feel guilty, by saying she would of done it for him; â€Å"Have pluck’d my nipple from his boneless gums, and dash’d the brains out, had I so sworn as you have done to this.† She challenges his loyalty to her, comparing his false promises to what she would do for him. Macbeth goes back to see the witches, because he is worried about the consequences and guilt of killing the King and Banquo. â€Å"You untie the winds and let them fight against the churches†; he inquires about what is happening to the world, and him, because he is scared of it. Shakespeare uses the witches to reassure Macbeth that there is nothing to worry about; â€Å"the power of man, for none of woman born shall harm Macbeth† this leads him to believe he is invincible, he trusts them as a result of all the other prophecies told becoming true, this puts him at ease. Another prophecy the witch’s apparition, which they had conjured up, says Macbeth will only be harmed when something supposedlyShow MoreRelatedMacbeth by Shakespeare and the Cinematic Interpretation by Roman Polanski1556 Words   |  7 PagesMacbeth by Shakespeare and the Cinematic Interpretation by Roman Polanski Macbeth is one of the great plays written by William Shakespeare in the sixteenth century ,over three and a half centuries ago .It is known all over the world and is still very popular even to this very day.It is the basis of many movies and theatrical plays .One film interpretation was made by Roman Polanski in 1971,centuries after it was first performed in Elizabethan sixteenth century England Read MoreThe Classification Of Water Imagery Present Throughout Shakespeare s Macbeth Essay1134 Words   |  5 PagesShakespeare is renowned for his vividly descriptive, original, and pioneering use of imagery in many of his plays, but their effect on the audience’s understanding of his plays is most obvious in the tragedies, particularly in Macbeth. Images in Shakespeare’s works are used, according to Shakespeare critic G. Wilson Knight, to craft a play’s â€Å"atmosphere† or the permeating tone or mood of a play (3). However, this attitude between images and atmosphere creates an environment where different definitionsRead MoreAnalytical Essay of Macbeth1402 Words   |  6 PagesShakespeare uses vivid and powerful forms of imagery to let the audience visualize the setting. Lady Macbeth is portrayed as a strong woman who is attracted to power and would do anything to be in control; she is anything but an elegant and sensitive woman. After the bloodshed begins, however, Lady Macbeth falls an easy prey  to insanity and guilt. Her soliloquy (5.1.24-30)  shows her decline  into madness when she says,â€Å"out damned spot...† There are many examples of visual and aural imagery throughoutRead MoreAnalytical Essay of Macbeth1402 Words   |  6 PagesShakespeare uses vivid and powerful forms of imagery to let the audience visualize the setting. Lady Macbeth is portrayed as a strong woman who is attracted to power and would do anything to be in control; she is anything but an elegant and sensitive woman. After the bloodshed begins, however, Lady Macbeth falls an easy prey  to insanity and guilt. Her soliloquy (5.1.24-30)  shows her decline  into madness when she says,â€Å"out damned spot...† There are many examples of visual and aural imagery throughoutRead MoreThe Supernatural In Macbeth1858 Words   |  8 Pages In the play Macbeth by WIlliam Shakespeare, the supernatural is an ever present force, seen in the witches, the ghost of banquo, and maybe some other places. The way Shakespeare portrays the supernatural, and especially the witches, add a great deal s to the play, and also contribute in key ways to the themes, structure, tone. Mood, and literary devices in ways that are designed to affect the audience of the play. The most important contribution in my opinion, was that they made the play scaryRead MoreShakespeares Dramatic Effect in Act II Scene 2 of Macbeth Essay1093 Words   |  5 PagesShakespeares Dramatic Effect in Act II Scene 2 of Macbeth Shakespeares Macbeth was written some time between 1603 and 1606 and was his eighth tragedy in as many years, and has proved to be one of his most renowned plays of all time. It is a tragic tale of betrayal, malevolence and mystery, where a heroic soldier by the name of Macbeth becomes enwrapped in witchcraft and begins to believe the words of Hecate (the witches god). He starts a spate of murders initiallyRead More The Supernatural in Macbeth Essay3374 Words   |  14 PagesThe Supernatural in Macbeth       More than a few elements of the supernatural can be discovered within the action and dialogue of Shakespeares plays.   However, the extent and nature of those elements differs to a large degree.   There are traces of it to be found in Henry V, Pardon, gentles all,/The flat unraised spirit that hath dard...to bring forth/So great and object (Lucy   1).  Ã‚   There are also elements of it apparent in Winters Tale, What I did not well I meant well (Lucy  Read MoreAnalysis Of Shakespeare s Macbeth s Macbeth 1250 Words   |  5 PagesDeemed Shakespeare’s shortest and most bloody tragedy, Macbeth is the tale of a valiant Scottish general whose unchecked ambition elicited his transformation into an immoral and tyrannical ruler. The story follows Macbeth’s encounter with the three Weird Sisters whose ambivalent â€Å"prophecies† prompted him to murder King Duncan and ultimately triggered his moral decline. Most prominent in the play is the theme of equivocation and a pervasive feeling of uncertainty is felt throughout the entirety ofRead MoreWitches Role in Macbeth2482 Words   |  10 PagesMost people in Shakespeare time believed in the powers of witches, and witchcraft became the object of morbid and fevered fascination. Between 1560 and 1605 hundreds of people (mainly women) were convicted as witches and executed. Witches were credited with diabolical powers. They could predict the future, bring on night in daytime, cause fogs and tempests and kill animals. They cursed animals with fatal wasting disease and could raise evil spirits by concocting a horrible brew with nauseating ingredientsRead MoreThe Supernatural In Macbeth Essay1944 Words   |  8 PagesThe Supernatural and its’ affect in the play Macbeth The supernatural has always fascinated and continues to intrigue mankind. In many of Shakespeare’s plays, he uses the supernatural to strengthen a particular scene or to influence the impression the audience has about someone or something. This was not strange or uncommon in Shakespeare’s time. In fact, during the 1500s, many people still believed in witches and witchcraft. Even in today’s society, with such advanced science and technology, many

Cb Prepartions Free Essays

string(319) " and that support arguments are critical if persuasive messages are to have a chance of acceptance \* high-NFC would be expected to engage in a wide range of media consumption activities, and would not necessarily be expected to differentiate between sources of information, such as news, advertising or entertainment\." Exam: 3hours, 19/50 =15. 2/40 (-31) Section A: MCQ (20m) Section B: Choose 2 from 3 Questions (15m each) 1. Describe the type of promotional message that would be most suitable for each of the following personality market segments: (a) highly dogmatic consumers, (b) inner-directed consumers, (c) consumers with high optimum stimulation levels, (d) consumers with a high need for cognition, and (e) consumers who are visualizers versus consumers who are verbalizers. We will write a custom essay sample on Cb Prepartions or any similar topic only for you Order Now Give an example of a promotional message for each segment. Social character traits have shown that inner and other-directed consumers may have different preferences in terms of promotional messages. Inner-directed people prefer advertisements that stress personal benefits while other-directed people seem to prefer advertisements that feature social acceptance. (a) HIGHLY DOGMATIC CUSTOMERS: It is a personality trait that measures the degree of rigidity (versus openness) that individuals display towards unfamiliar and towards information that is contrary to their own established beliefs. Dogmatism: general tendency to be open or closed to new ideas and innovations. A person who is high in dogmatism approaches the unfamiliar defensively while the person who is low in dogmatism will rarely consider unfamiliar or opposing beliefs. * more receptive is Ads for new products or services that contains an appeal from the authoritative figure. Marketer uses celebrities and experts to their new product advertising for making it easier for the potentially reluctant customers. * Highly dogmatic consumers are likely to respond favorably to a new product when the advertising message is presented in an authoritarian manner (e. g. celebrity endorsement or expert testimonials). * prefer traditional or established products rather than innovative ones. close minded towards unfamiliar and untoward information that is contrary to their own established beliefs * approach such information with considerable discomfort and uncertainty. promotional message most suitable would be endorsement or appeal from an authoritative figure. * New products need to be presented in an authoritative manner and that celebrities could be employed to reach dogmatic consumers who are more closed minded. For example: Colgate Dental Cream with Doctors and Experts endorsements. Anti-Polio Campaign featuring Amitabh and Sachin Tendulkar also useAuthoritative statements. The Cadbury’s brand took a beatng in sales after the worms were found in somepackets. Dogmatic Consumers stopped purchasing the Brand. Amitabh Bacchhanwas then used as Authority figure to reestablish Brand. b) Inner-directed consumers * tend to use their own values and standards in evaluating a new product * ads aimed at them should depict the attainment of personal achievement and satisfaction. ads that stress product features and benefits, which enable them to usetheir own values and standards in evaluating products * rely on their own inner values or standards in evaluating new products and are likely to be the consumer innovators. * other directed customers tend to look to others for guidance a s to what is appropriate or what is inappropriate. * be prefer ads that stress product features and personal benefits ( enabling them to use their own values and standards in evaluating products whereas the other * For example: Surf Ad showing Shabana Azmi saving two buckets of water is an example of the same. The latest from Surf Excel is currently running on television. This is the ad where many people are seen walking with two buckets full of water. They then pour it into a large reservoir. At this point none other than Shabana Azmi informs you what a great thing thissaving of water is for the country and implores you to use Surf Excel. * manufacturer of cameras who advertises to inner-directed consumers should stress the ability to take better pictures and the resulting personal satisfaction. c) Consumers with a high optimum stimulation level * more open to risk-taking, more likely to be innovative have a greater willingness to take risks, try products with many novel features, and shop in new retail outlets. * likely to respond favorably to promotional messages stressing more rather than less risk, novelty,or excitement. * to seek purchase related information and to accept new retail facilities. * For example: The exciting and exotic Vacation Campaign of Malasia-Truly Asia is position ing of  Airways to sell the Asian Adventures. These enjoy thinking. They are responsive to that part of Ad that is rich in Information. The TATA-AIG Life insurance Ad showing Naseeruddin Shah giving informationthough QA will click for them. benefit of new product offering should not only consider functional features but also the risk, novelty and variety that the product offers. * place different promotional emphasis on particular age segments, as it may be worthwhile to reduce perceived risk for a market segment comprised primarily of older people, while it may not warrant it for a younger market segment. d) Consumers with a high need for cognition * ones who often crave or enjoy thinking. * responsive to ads that are rich in product-related information or description and are unresponsive to the auxiliary or contextual aspects of an advertisement. Need for cognition: stable individual difference in tendency to engage in and enjoy effortful cognitive activity. Individuals high in need for cognition enjoy thinking abstractly. * high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. * more likely to use message content as a basis for judgments * high NFC leads to the generation of inferences about omitted conclusions ), to less memory decay and greater resistance to counterarguments about products), and to longer processing and superior recall for brands and claims individuals who are high in need for cognition would be expected to be critical thinkers, and to not necessarily accept arguments found in media or elsewhere on face value. * should be more difficult to persuade, a phenomenon that can be investigated several ways. * high-NFC individuals did so only when the signal was accompanied by a substantial price reduction. * process information presented in the media more thoroughly than those who do not enjoy thinking as much, able to retrieve from memory more information * individuals with higher NFC, who are assumed to process information more extensively, would be expected to generate more thoughts. counterarguing and source derogations are prevalent in advertising and that support arguments are critical if persuasive messages are to have a chance of acceptance * high-NFC would be expected to engage in a wide range of media consumption activities, and would not necessarily be expected to differentiate between sources of information, such as news, advertising or entertainment. You read "Cb Prepartions" in category "Essay examples" All would be stimulating. high NFC individuals are more likely to closely scrutinize the arguments contained in any message, campaign strategists must make sure that arguments are strong in order to cope with the higher resistance to messages by this group * appear to be the ones already predisposed to watch or listen to issue, image or financial advertising featuring long copy. The challenge for strategists thus is to enhance the already high motivat ion of high-NFC indivduals, by highlighting the relevance of messages, and to enhance the ability and opportunities to process such messages. Example: (e) consumers who are visualizers versus consumers who are verbalizers. * Verbal aggressiveness: tendency to insult and attack others’ self-concepts to achieve one’s objectives in an argument. * Visualisers (i. e. , consumers who prefer visual information, products that stress the visual) * Morning Dew Ad where there is a race with a Cheetah is a visual treat * detailed descriptions and explanations in targeting verbalizers (i. e. , consumers who prefer written and verbal product information). ‘Do the Dew†Verbalizers prefer verbal dimensions to the promotional message. * The Oye Bubbly Jingle of Pepsi is a Verbal treat to the ear, though it conveys nothing much about the product. 2. A marketer of health foods is attempting to segment a certain market on the basis of consumer self-image. Describe the four type s of consumer self-image and discuss which segment would be most effective to target for health foods. In Self-concept theory personality is exemplified by the kinds of things with which people surround themselves. The self-concept has shown to be multi-dimensional and encompasses the way a person actually is, the way individuals see themselves, the way a person would like to be, and the way in which individuals think others perceive them. Theories of self-concept have generally focused on two areas in marketing research. In the one, self concept has been applied to the discrepancy between the self and the ideal self as a measure of personal dissatisfaction. In this instance, product use has been related to items that deal specifically with self enhancement. Consumers have four types of image. 1. Actual self image-how consumers in fact see themselves. In Everyday house hold products, they see themselves in Reality. For example,Washing powders Ads would be realistic. Nirma Powder focuses on Housewives ability to get more for less money. 2. Ideal self Image-how consumers would like to see themselves. In case of Fantasy Products, consumers desire to see themselves perfect, as in case of  Women, Fairness or looking Pretty is high on desire list. The fair and Lovely campaign for fairness cream sells this dream. . Social Self Image-how consumers feel others see them. Here there is an inherent fear factor also involved as to how they are being perceived by others. For example Products which position themselves on social front, showing appropriate behaviour at parties etc appeal here. 4. Ideal Social Self image-how consumers would like others to see them. For Example, Aashirwad ready to cook products and Sambhar Masala Product campaign show th e desire of Wives to be seen as a great cook by others. However, since they are working or busy, they do not have time to cook themselves. That is when the Brandcomes to rescue. And finally they are seen as Ideal Wives. There are two more categories of Self-image: Expected Self image-how consumers expect to see themselves at some specified futuretime. The ABKING PRO Ad for machine to slim down people hypes this expectation of  individuals that they will slim down and look good in Future. 5. expected self-image (e. g. , how consumers expect to see themselves at some specified future time) . ought-to self (e. g. , consists of traits or characteristics that an individual believes it is his or her duty or obligation to possess). Ought to self image-traits consumer thinks he ought to have. The Ashrwad readymeal Adis a hit for the wives feel that good cooking is a trait they ought to have. The expected self-image is somewhere between the actual and ideal self-images. It is somewhat like a future-oriented combination of â€Å"what is† ( the actual self-image) and what consumers would like â€Å"to be† (the ideal self-image). Moreover, because the expected self-image provides consumers with a realistic â€Å"opportunity† to change the â€Å"self,† it is likely to be more valuable to marketers than the actual or ideal self-image as a guide for designing and promoting products. In targeting consumers of health foods, the marketer can use the expected self-image to attract consumers who would like to enhance the quality of their lifestyles through better nutrition, and ideal social self-image to appeal to consumers who are likely to adopt health foods due to peer influence and pressure. Advertisers focus on components that make people feel better about themselves. Many decisions based on looking glass and ideal self–ie. Aspiring to group not yet reached–image appeal Psychographic info enhances demographic info– people individuals 3. How can Toshiba use the diffusion of innovations framework to develop promotional, pricing, and distribution strategies for its computer notebooks targeted to the following adopter categories? a. Innovators b. Early adopters c. Early majority d. Late majority e. Laggards * In term of the nature, there are five major types of innovations: novelty, competence shifting, complexity, robust design and continuous improvement. While in term of the extent of change, innovations can be divided into incremental, radical and transformational models. Innovation deals with the change related to product, service and process, and the innovation management involve people, product, process and technology† * diffusion is defined as a process by which an innovation is communicated through certain channels over time among the members of a social system * innovation as â€Å"an idea, practice, or object that is perceived as â€Å"new† by an individual or other unit of adoption. * company will usually sell the hardware at a relatively lower price to capture a share of the market, and then charge relatively higher prices for the software to maximize profitability * Based upon the time variable, individuals seeking new innovations are placed into adopter categories, according to the rate of adoption. Rate of adoption is the â€Å"relative speed with which an innovation is adopted by members of a social syste m. † * the rate of adoption is the relative speed in which members of society adopt an innovation. It is usually measured as the number of people who adopt an innovation within a specified time-line. Some companies have a defensive strategy and aim to follow the leader. Such companies hope to profit from the mistakes of the first-to-market company by devising incremental design and performance improvements and cost reductions compared with the original product. In addition they hope to exploit the new market that has started to grow, so timing is important. * But it was the major Japanese companies (such as Sony, JVC, Toshiba) that captured a large share of the mass market through reducing the cost of these devices and improving their performance. (a) Innovators: Venturesome [1st group to adopt] Rogers describes innovators as obsessed with being venturesome. They have an interest in new ideas and innovation and have generally very cosmopolitan type social relationships. Innovators generally have communication patterns and friendships among a certain clique of innovators even though their geographic distance between each other may be very significant. Innovators must be very financially secure in order to absorb a possible loss from an innovation that doesn’t turn into fruition. Likewise, an innovator must have a sound educational background, in order to comprehend a complex technical terminology. Furthermore, an innovator must be able to cope with a degree of uncertainty whether the innovation will be adopted by society. Ultimately, Rogers believes the innovator takes risks in being the gatekeeper of innovations, but if the innovation is adopted the rewards are high. Early Adopters: Respect [2nd group to adopt] more integrated in the local society than the innovator. Where an innovator is considered a cosmopolite, an early adopter is a localite. Early adopters have the greatest degree of leadership in most localities. Most potential adopters look to the early adopter for advice and information regarding an innovation. Generally, early adopters are respected and considered successful by their peers. The early adopter is the main group that decreases uncertainty of an innovation by adopting it, and then communicating with potential adopters about the idea. Early Majority: Deliberate [3rd group to adopt] Rogers suggest that the early majority group adopts new innovations just before the average member of society. Members of the early majority frequently interact with people in their society, but usually do not hold key positions of leadership. The early majority is the largest group and make up approximately one-third of members in a society. The early majority follows with deliberate willingness to adopt an idea, but are rarely leaders. Late Majority: Skeptical [4th group to adopt] Rogers states that the members of the late majority adopt innovations just after the average member of society. The late majority also makes up approximately one-third of members in a social system. Members of the late majority are cautious and skeptical about new innovations. Most of the uncertainty surrounding an innovation must be removed before the late majority will adopt the new idea. Laggards: Traditional [last group to adopt] Laggards are the last group in society to adopt a new idea. Generally, they possess almost no positions of leadership within their community. Laggards’ point of reference is the past, they are very cautious and only make decisions based on what has already been done. Usually, laggards’ educational and financial resources are limited, forcing them to be completely certain the innovation will not fail before they adopt. These are the traditional categories of society members with respect to the adoption of new ideas and innovations. The diffusion of innovations follows a common life cycle. 82 However, the period over which this trend occurs varies greatly due to a number of factors. 183 By the end of the 20th century many of the following innovations were adopted by society at a much greater rate. 184 For example, the PC, Internet, and cell phone, which are all relatively new products, have steeper gradients when compared to automobiles, electricity and traditional teleph ones. Price is one of the most important factors involved in adoption of consumer products. This pricing policy pattern can be used to predict the rate of adoption of new innovations. When it comes to consumers’ rate of adoption to innovations, new technologies succeed at a faster rate than replacement technologies. An early adopting individual may decide to adopt in anticipation that the innovation’s rate of adoption will take off in the near future when others adopt, although past diffusion research suggest that most individuals do not adopt an innovation until after learning of their peers’ successful experiences. † The diffusion of an innovation among the consumers can usually be presented by an s-shaped curve. On a frequency basis the adoption over time will normally follow a bell-shaped curve, but when plotted on a cumulative basis the adoption will form an scurve. 9 The s-curve reflects the acceleration of the adoption. At the early stage the curve is rising slowly meaning relatively few adopters pr. time-period (x-axis). At about the middle of the adoption period the acceleration peaks and then fades as the percentage of adopters goes up. This course of events is typical for the adoption of new technologies. The logic behind this diffusion lies in the actual number of adopters. The early adopters will be a majority compared to the people who have not yet adopted the technology and therefore there are less people to preach the virtues of the new technology to potential adopters. At the point where the adoption process reaches 50 % the number of adopters equals the number of potential adopters, by definition, thus providing maximal acceleration of the adoption. In the last period, adopters outnumber the people who has not yet adopted, and there will be less people to convince to adopt the technology – slowing down the acceleration of the adoption process. The adopters are often divided into adoption groups. These groups are usually formed on the basis of innovativeness, meaning to which degree each individual is willing adopt new technologies, relative to other members of the social system. From this measure individuals can be placed into groups containing a certain range of innovativeness. The distribution is based on a mean and to which degree individuals’ deviate from the mean (standard deviation). Innovators are the first group of adopters and can be associated with the word venturesome. The individuals representing this group are adventurous and often related to entrepreneurial environments. The innovators run the risk that the innovation does not catch on, and thus subject themselves to a potential loss they must be prepared to absorb. Therefore innovators have to live with the uncertainty about the potentials of the technology, which can be viewed upon as the price to pay for being pioneers in a new field – catalyzing the diffusion of new technologies. The early adopters are ready to adopt a new technology when they observe that other individuals has started adopting, and sees the potential for being some of the first adopters of a new and promising technology. These individuals are often a more integrated part of the local society than the innovators, and their adoptions are crucial for the technology to take off and get hold of the broad public. For the early adopters the uncertainties about the merits of the new technology are strongly diminished, and can therefore adopt the new technology without running the risk of buying a young and untested technology. This group accounts for about one third of the total number of adopters, and provide the link between the progressive early adopters and the more skeptical later adopters. In the latter half of the spectrum the late majority also represent about a third of the adopters. This group is skeptical to new innovations, and is not willing to adopt, until a lot of other people have adopted before them ensuring the success of the technology and possibly massive network effects. The last 16 % of the adopters, the laggards, often focus on traditional values and base their decisions on past events. They are suspicious of any new inventions to change the way life are traditionally lived, and must be 100 % certain that the technology will prevail before they are willing to adopt. From a consumers’ point of view it is essential to think about the decisions of future adopters when choosing what technology to go with. The decisions of previous adopters are on the other hand a know factor and plays a role for the decision also. So does the structure of the market, i. e. which technologies are available at the time of adoption, compared to potential superior technologies that could be available in the future. Recent findings indicate that there is a lack of willingness to wait by the early adopters. 11 This high priority of being among the very first users of a new technology is said to inflict negative externalities on the later adopters. These later adopters can be forced to adopt an inferior technology to make sure that they are compatible with the technologies of the early adopters, or they might be forced to give up compatibility to get a superior technology. That said the diffusion of new technologies is often strongly dependent on the choices of the early adopters. How to cite Cb Prepartions, Essay examples