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Frederick douglass

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"Is life so dear or peace so sweet as to be purchased at the price of chains and slavery? Forbid it, Almighty God! I know what course others may take, but as for me, give me liberty, or give me death!" Patrick Henry, although dead before Frederick Douglass was ever born, used his words and poetically described Douglass's life. Originally known as Frederick Bailey, he was born into slavery but lived to become Frederick Douglass and accomplish an impressive legacy. His childhood was filled with only awful memories of cruelty and inhumanity. When Frederick had learned of the significance of literacy, he educated himself and immediately planned an escape to success. He became one of the most prominent African American of the nineteenth century who represented the black minority as a successful orator, journalist, and anti-slavery leader. As a young man, he deviously escaped slavery and headed north toward freedom, or at least the closest thing to freedom for men of color at that time. He spoke to many people in this area, instilling the importance of eradicating human bondage. While living in the New England area, he became a great author, writing many articles for local newspapers and even composing three versions of his autobiography. During this time in his life, Mr. Douglass also campaigned for the elimination of slavery and civil rights for minorities. He became an inspiration to all and held governmental positions as he persistently worked for constitutional rights throughout his entire life. Frederick Douglass's arduous past led to his successful influence on the abolition of slavery and effort to end racial discrimination.


Frederick Douglass was born Frederick Augustus Bailey in Tuckahoe, Maryland (, 15). He was unaware of his exact age, for he never saw any authentic records containing it (6). Supposedly his birth was around February 1818, but since many of the slaves and other siblings he grew up with had no accurate knowledge of their own age, the fact was left a mystery for his entire life (6). Several slave masters prevented the distribution of slaves' birth dates and obstructed the ability to visit their parents as an effort to keep them ignorant and stripped from individuality (, 5). Even if he tried, Frederick would not have been able to visit his father because he had no idea who he was (, 6). It was known that his father was white and many rumors led Douglass to believe that he was his mother's master, but nothing was ever certain (, 6). However, Frederick was fully aware of who his mother was, but, unfortunately they were separated when he was an infant and were only able to see each other approximately five times during his childhood (, 5). Due to this occurrence, Frederick strongly felt that "slavery made his mother a myth and his father a mystery" (6). Douglass, therefore, lived with his grandmother, Betsey Bailey until he was old enough to work (6). During this time Douglass was raised to believe that he was a special individual and was completely naïve to the fact that he was born a slave. Ms. Bailey repeatedly tried to instill a feeling of self-worth into her grandson by verbally reinforcing his strengths.


Frederick Douglass finally reached the age when he could no longer be sheltered from the future that he was destined. At the age of six, Frederick's grandmother had told him that they were taking a long journey, when in actuality she was bringing him into the world of slavery (8, 1). After many days of traveling westward, they approached an enormous elegant home, the Lloyd Plantation, where several children were playing on the front grounds. Ms. Bailey pointed out three of the children whom were Frederick's brother and sisters and instructed Douglass to join his siblings (8, 1). Within five minutes of this command, his grandmother was gone along with his freedom; he now belonged to Aaron Anthony (6). At this time, Mr. Anthony was not considered a rich slaveholder, he owned only two or three farms, but still needed the help of an overseer, Mr. Plummer, to manage his plantations (, 151). Plummer was most notable for his inhumane treatment of Anthony's slaves (, 151). Douglass recalls being awaked in the middle of the night by the high pitched shrieks of his own aunt, whom Plummer used to tie up to a pole, and whip her naked back until she was literally drenched in her own blood (, 15). "No words, no tears, no prayers, from his gory victim, seemed to move his iron heart from its bloody purpose. The louder she screamed, the harder he whipped; and where the blood ran fastest, there he whipped the longest. He would whip her to make her scream, and whip her to make her hush; and not until overcome by fatigue, would he cease to swing the blood-clotted cow skin."(, 15) It was at this point Frederick reassessed his position in life and realized he could no longer work under this cruel individual and decided he would do whatever he could to get out of this terrible situation.


Douglass used his natural charm and tactfulness, which many people found engaging, to become noticed and stand out from the rest of the slaves. Aaron Anthony's daughter, Lucretia Auld, was immediately drawn to these unique characteristics and took a liking to Frederick, doing whatever was within her power to protect him (8, ). In 186, she informed him that he was being sent to live with her brother-in-law, Hugh Auld, to run errands and care for his infant son, Tommy (, 168). Frederick enjoyed this easy work and grew to love the young boy (8, ). Sophia Auld, Tommy's mother, would frequently read aloud from the Bible and Douglass would often listen, extremely intrigued. One day, when Frederick was about ten-years-old, he asked his mistress to teach him to read and she readily consented (6). Sophia became so excited about how well the young slave was doing, she told her husband what she had done (8, ). Hugh became enraged. It was prohibited by the state to teach a slave to read and felt a slave was considered "unfit" if he was competent and literate (8, ). Mr. Auld instructed Sophia to cease the lessons immediately, but this restriction failed to hinder Frederick by any means. It was from this outburst of disapproval from his master that Frederick discovered that learning how to read and write was his pathway to freedom.


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Douglass adopted a plan to make friends with poor white children he met on errands and use them as teachers (, 06). He would pay for these "lessons" with pieces of bread taken from the Auld household (8, ). This strategy was proved to be successful by its positive results; Mr. Douglass gradually obtained the knowledge to read (, 08). At the age of twelve, he used the little money he had earned from doing tedious errands and bought a copy of The Columbian Orator (6). This piece of literature contained a collection of speeches and essays dealing with liberty, democracy, and courage (6). Frederick was greatly affected by the speeches on freedom and began reading local newspapers to learn more about abolitionism (8, ). His dreams of emancipation were encouraged by the example of other blacks in Baltimore, most of who were free (8, ). However, Douglass's imaginings were delayed because of new laws passed by southern state legislatures that made it extremely difficult for owners to free their slaves (8, ). Frederick's dreams of his own freedom and civil rights for all seemed to be put on hold.


Nevertheless, Frederick would not let these new regulations impede his primary goal of attaining independence. He began to organize a Sunday religious service for slaves, which met near Saint Michael's church every week (8, ). It was at these congregations that blacks were schooled and plans were made for an escape to the North (6). The group planned to steal a boat, row to the northern tip of the Chesapeake Bay and flee on foot to the free state of Pennsylvania (8, ). Unfortunately, one of Frederick's associates had exposed the plot and a group of armed white men captured the slaves and put them in jail (8, ). Douglass was imprisoned for about a week, when surprisingly, Thomas Auld came and released him (6). Auld promised Frederick that if he worked hard, he would be freed when he turned twenty-five, but Douglass knew better than to trust any slaveholder (8, 4). While working for Thomas, Douglass met a group of free sophisticated blacks and became a member of an educational association called the East Baltimore Mental Improvement Society (8, 4). It was within this party that Frederick learned his debating skills and met his future wife, Anna Murray (8, 4). After spending so much time with this assembly of free individuals, Douglass's need for freedom was enhanced.


Frederick Douglass needed money to pay for traveling expenses, so he finally made a proposition to Mr. Auld, whom eventually accepted reluctantly. Mr. Douglass was given the privilege of being able to work for extra money during his free time in addition to his obligations to Mr. Auld. Frederick was to take care of his own room and board and pay his master a set amount each week, keeping any extra money for himself (, 1). Sadly, he forgot to pay Thomas Auld on time and, as a result, Auld was furious and revoked his hiring-out privilege (8, 4). Frederick, enraged, refused to work for a week and during this time he decided that on September , 188, he would be on a train heading to the North (8, 4). A friend gave him "sailor's protection", a document that certified that the person named on it was a free seaman (8, 4). Also, he borrowed money from Anna and bought a ticked to Philadelphia; he was on his way to freedom (8, 4). On September 4, Frederick arrived in New York City and officially left his life of slavery. However, Douglass was not considered completely emancipated by the many slave catchers residing in the North (6). Douglass's decision to become pro-active and leave Auld was extremely important and served as a colossal turning point in Douglass's life.


"A new world had opened upon me." (6) Within this new world, Frederick Bailey became Frederick Douglass (8, 6). He borrowed this name from a character in a book he was reading at the time as an effort to avoid being captured (5). One of the first actions Frederick took with his newfound identity was to subscribe to the Liberator, a newspaper edited by William Lloyd Garrison, a famous outspoken leader of the American Anti- Slavery Society (5). Inspired by Garrison's paper, Douglass became involved in the abolitionist movement and regularly attended lectures for the AASS (5). He also served as a preacher at the black Zion Methodist Church where Mr. Douglass became involved in a battle against white southerners who forced blacks to move to Africa (8, 6). In 18, he encountered one of his first experiences as a writer when a collection of his anti-colonization statements was published in the Liberator (8, 6). Although these beginning accomplishments may seem minor, they opened the doors to his future greatness.


In August 1841, he saw his hero, William Garrison for the first time (8, 7). A few days later, Garrison was attending a speech that Douglass was giving before a small crowd, immediately saw his potential as a speaker and hired him to be an agent for AASS (8, 7). His job entailed talking about his past and selling subscriptions to the Liberator and the Anti-Slavery Standard (8, 7). His first speeches were about his personal encounters with slavery and descriptions of the slave masters' brutality (5). Pro-slavery propaganda circulated from the South to the North, giving false impressions of what slavery was truly like; Frederick's experiences were exactly what the people wanted and needed to hear at the time (5). Prior to his recounts of his own life as a slave, many people in the North believed fictitious stories that slaves lived better lives than poor whites and that slaveholders were harassed by mobs led by abolitionists (8, 7). Frederick's lectures were circulated throughout Massachusetts and immediately became a success (6). The Herald of Freedom a local newspaper in Concord, Massachusetts declared, "As a speaker, he has few equals." (8, 7) After a few months of his local lectures, he became so popular that he was in demand to spread his words throughout the entire New England area.


Traveling throughout the northern region made Frederick Douglass evolve as a speaker as well as a writer. In 184 he was asked to continue his work and voyage throughout Massachusetts and New York with William Lloyd Garrison in addition to other prominent speakers (8, 8). A year later, Douglass decided to participate in the Hundred Conventions project, the AASS six-month lecture tour of speakers traveling to meeting halls throughout the west (8, 8). Although Frederick enjoyed this work thoroughly, he found it very demanding and time consuming. He was forced to live in poor segregated accommodations while traveling and was roughly handled when he refused to sit in the "Negro" sections of trains and steamships (8, 8). In addition, many of the meetings in the western states were often disrupted by pro-slavery mobs (6). While on tour, Frederick Douglass had reached opposition from many abolitionists who thought his ability as an orator was growing too fast and audiences were no longer sympathetic towards him (8, 8). They felt he should keep talking about his life as a slave rather than the goals of the anti-slavery movement (5). Douglass refused and much of his audience began to believe that his stories were false (5). The Liberator even printed "How a man, only six years out of bondage and who had never gone to school could speak with such eloquence- with such precision of language and power of thought- they were utterly at a loss to devise." Despite these hardships, Douglass continued his writing and was sure he found his purpose in life; he was to make everyone aware of the importance of equality and an individual's civil rights.


It was all the animosity towards Frederick Douglass that motivated him to ignore what people thought and persevere with what he felt was right. With this thought in mind, Douglass spent the winter of 1844 to 1845 writing and publishing his life story (6). Despite the risk, he took the chances of using actual names of people and places connected with his years in slavery (8, 8). Wendell Philips, friend and fellow abolitionist leader, suggested that Frederick dispose of the manuscript and warned him that people from the past would attempt to return him to a life of bondage (8, 8). However, Frederick was determined to have his stories printed, despite the possibility of slave catchers pursuing; the world needed to hear his story (8, 8). By May 1845, over 5,000 copies of the Narrative of the Life of Frederick Douglass, an American Slave were sold (6). The book immediately became a best seller due to its moral force; it was the story of a man's dignity, courage, independence, and path self-discovery. Despite his instantaneous fame, federal laws still gave Thomas Auld the right to seize his property- Frederick Bailey (8, 8). To protect his freedom, Douglass rightly felt the need to leave the United States for some time.


During the summer of 1845, Douglass decided to fulfill a dream he had long held, to travel throughout England (5). Even though he was forced to stay in the steerage, second-class, during his trip overseas he was extremely excited to finally go to Britain (8, ). While on board, he had made many friends and was even asked by the captain to give lectures on slavery (8, ). When he finally reached Europe, Frederick felt free from prejudice. He was treated as a man, as opposed to a second-class citizen, and was welcomed into homes, hotels, and restaurants (8, ). Fleeing America during this time not only saved him from slave catchers, the expedition also gave him the opportunity to speak to English audiences and gain their support for the American anti-slavery movement. Douglass wrote Garrison to inform him how he had encountered such little racial prejudices among the British and invited Lloyd to join him in the beautiful nation (8, ). Garrison accepted and the two men traveled around England as a powerful team of anti-slavery lecturers (5). Both became involved in campaigns against the discrimination of minorities and promoted constitutional rights (8, ). In August of 1846, Douglass gave the most controversial speech of his career at the World Temperance Convention held in London (1, 65). Within this oration, he attacked the American temperance movement because it failed to criticize slave owners who used alcohol to pacify their workers and because temperance activists were hostile to free blacks (1, 65). Douglass was tremendously satisfied with the outcome of his trip to England and was soon ready to go home. Even though he was ready return to America, recapture still remained a possibility for him if and when he came back. Fortunately, this problem was resolved when unknowingly; two English friends raised enough money to buy his freedom (6). $710.6 was sent to the Auld family and on December 5, 1846; Hugh Auld signed the papers that declared Frederick Bailey a free man (5). In the spring of 1847, Douglass returned to America, where his work remained to free his people in bondage.


Frederick Douglass had left the United States, a national success as a writer and lecturer, but returned as a sensation worldwide. Alas, upon his homecoming, many abolitionists felt that Hugh Auld's payment for Douglass's freedom supported Auld's right to own him (8, 10). Douglass argued that his freedom was the gift of friends and that he saw Hugh as his kidnapper, not his master. The ransom had been paid; he could now fight the battle against slavery with a free mind (8, 10). His chains were broken and the opportunity to help others was finally in sight. With additional funds raised by his supporters in Britain, Douglass decided to create a new abolitionist newspaper (1, 80). Garrison was opposed to this idea because he felt the people needed Douglass as a lecturer rather than the creator of another anti-slavery newspaper (8, 10). Due to Frederick's high regard and respect for Garrison, he took this suggestion in consideration and in August 1847, joined Lloyd on a lecture tour throughout the North (8, 10). Sadly, Garrison became seriously ill and Douglass was forced to continue the tour without him.


Upon completion of the tour, he continued with his aspirations of creating the abolitionist paper. Frederick decided to publish it in Rochester New York, further west than the home of the Liberator. On December , 1847 his weekly newspaper, the North Star was finally born (1, 80). At first, habitants of Rochester were upset to see another anti-slavery paper, but eventually the city took pride in being the home of the North Star. Unfortunately, the glowing reviews were not equal to the money needed for the production of the paper and Douglass had to depend on his own savings and contributions from friends to keep the paper going (5). He was driven back to the world of lecturing in an attempt to raise efficient funds for the North Star. The cash earned continued the publication of the newspaper as a weekly until 1860 and as a monthly for three more years (5). After 1851, the paper was referred to as Frederick Douglass's Paper and served as a symbol of the potential for blacks to achieve whatever goals they may set for themselves (1, 8). The newspaper changed its focus from promoting the elimination of slavery to highlighting the success by prominent black figures in American society (1, 8). Frederick Douglass's Paper had a much more significant personal effect on Frederick himself; the paper marked the end of his dependence on Garrison and other white abolitionists.


By the end of the 1840's, Frederick Douglass was well on his way to becoming the most famous and respected black leader in the country. He had proved himself to be an independent thinker and courageous spokesman for black liberty and equality. Douglass tried to establish a black vocational school by asking many famous people for financial aid, but was unsuccessful because he was unable to raise sufficient funds to start the school (1, 7). Rochester, his hometown, contained public schools that would not admit black students and Frederick was forced to send his eldest daughter to a private school, which promoted segregation (1, 7). The separation motivated Douglass to campaign against segregation in Rochester's school system, and in 1857 his efforts to integrate the schools succeeded (6). Frederick also became an active partisan in the Underground Railroad as the superintendent of the entire system in his area (8, 1). His home became an important station on the railroad and a shelter to hundreds of fugitives (7, 1). His participation in the school systems and the Underground Railroad led to the involvement in many other events that would not only affect the present, but the entire future of the country.


The next major proceedings that would serve as challenges to Douglass and his followers involved the civil war and the presidency of Abraham Lincoln. Douglass was a crucial supporter of Abraham Lincoln as he was running, and won, the presidency (, 110). Lincoln's inaugural speech however, was somewhat disappointing to Frederick. Contained in the address, the President promised to uphold the fugitive slave laws and not interfere with slavery in the states where it was already established (5). Soon after, the Civil War began. For Douglass and the abolitionists, the war had a different and more significant meaning; it was a battle to end slavery (, 11). They had the two following major goals in mind emancipation for all slaves in the Confederacy and the Union Border States, and the right for blacks to enlist in the armies of the North (, 11). As the war went on, more and more people in the North became influenced by Frederick's speeches and were able to empathize with his point of view. He used his words powerfully until, not only the northerners, but the President as well came to agreement with his goals. On December 1, 186, President Lincoln issued the Emancipation Proclamation, a speech that freed all slaves in areas not held by the Union troops (6). Simultaneously, there were many other changes taking place.


During this time in history, the black man was still not allowed to defend himself within the military. Douglass began to instill the importance of belonging to the United States army to blacks and promoted their inclusion among the whites. He had gained the support of enough of the population to make an impact. Finally, in 186, as a result of Frederick Douglass's actions, Congress had authorized black enlistment in the Union army (8, 15). Frederick was asked to help recruit black soldiers, including his two sons, into the Massachusetts 54th Regime, the first group ever to contain black militia (6). He immediately agreed and began promoting through speeches and newspaper advertisements (5). Frederick promised equality in the Union army, but this soon proved to be false. Blacks were paid half of what the white soldiers earned, received inferior weapons, inadequate training and were not allowed to become officers (8, 15). When he heard of this maltreatment, Douglass immediately ceased his recruitment efforts, but when Lincoln promised changes, he began again. The war continued, a difficult struggle for both those fighting to unite the United States and those battling to end slavery.


Finally, both wars had concluded. On April , 1865 the war to abolish slavery in all areas of the United States had been won (8, 16). Yet, Douglass still remained dissatisfied. He argued, "Slavery is not abolished until the black man has the ballot." (8, 17) A group of radical Republicans joined with the abolitionists in a campaign for voting rights for black men. Frederick did not have the support of president Johnson; instead, the two had opposing views. Johnson intended to support the interest of southern whites and block voting rights for blacks while Douglass felt need for changes in the southern state governments (8, 17). Both leaders took their cases to the American people and Douglass won (8, 17). The result of his long fought battle was the adoption of the fifteenth Amendment, which guaranteed all citizens the right to vote, regardless of their race (5). Instantaneously, the role of the black citizen became a pivoting force throughout the nation.


Taking advantage of the new opportunities offered to them, a large number of blacks were elected to the state legislatures and won seats in Congress between 1868 and 1870 (8, 18). Frederick Douglass was also given a high political position as US Marshall in the District of Columbia (5). Everyone appreciated his work, up until his death on February 0, 185 (6). His bereavement saddened the world; all black public schools closed for the day and parents took their children for a last look at the famed leader (8, 1). His life was spent battling the prejudice he, along with all other minorities, faced because of skin color, sex, or heritage.


Although one would like to think Frederick Douglass's many efforts ended discrimination, this is not the case. The Ku Klux Klan is a perfect example of how bigotry still exists today. The KKK is a secret terrorist organization that originated in the southern states during the period of Reconstruction following the American Civil War (7, 1). The group uses violence and intimidation to keep blacks segregated and to prevent them from voting and holding office (7, 1). The assembly believes in the innate inferiority of blacks and therefore mistrusted and resented the rise of former slaves to a status of civil equality and often to positions of political power (7, 1). Neo-nazism is another bias group that is present in today's society. The main purpose of this group is to promote the idea of racial superiority by distributing propaganda and seeking support for their cause (4, 1). As minorities start to come in to their own, the amount of paranoia grows regarding the idea that the position of the white person is threatened (4, 1). White Supremacist organizations are found in the United States as well as abroad. Although racism still existed after Frederick Douglass's death, he was extremely successful in giving blacks more freedom in America than they had ever possessed.


Frederick Douglass's beliefs have had a profound impact on the history, as well as the present, civil liberties for all. He promoted of the addition of the fourteenth and fifteenth Amendments to the Constitution. Within these ratifications, slavery was abolished and blacks were given the right to vote and the opportunity to enlist in the army. Frederick's speeches gave hope and faith to many blacks not only within the country, but worldwide. He served as a prime example of an individual who climbed the social ladder from the very bottom, to the peak. Through his words and actions, he was able to influence future leaders, such as Martin Luther King Jr., Jesse Jackson, and Booker T. Washington, to fight for equality. Most importantly, Frederick Douglass made the black population worth more than just three fifths of a person.


WORKS CITED


1. Douglass, Frederick. Life and Times of Frederick Douglass. New York Collier Books, 16.


. Douglass, Frederick. My Bondage and My Freedom New York, New York Literary Classics of the United States, Incorporated, 14.


. Douglass, Frederick. Narrative of the Life of Frederick Douglass An American Slave. Cambridge Belknap Press of Harvard University, 160.


4. Feil, Jordan. "Neo-Nazism." [Online]. http//library.thinkquest.org/166/summary/neo.html. September , 001


5. Frederick Douglass. Videocassette.


6. Frederick Douglass When the Lion Wrote History. Videocassette. PBS Home Video, 14. 1 hr. 1 min.


7. Massengill, Pat. "Littleton History Littleton Organizations." [Online]. http//www.littletongov.org/history/organizations.htm. September , 001.


8. Thomas, Sandra. "Frederick Douglass Abolitionist/Editor."[Online]. http//www.history.rochester.edu/class/douglass/part.html. September 10, 001.


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Ben and Jerry's: ethical or not

If you order your custom term paper from our custom writing service you will receive a perfectly written assignment on Ben and Jerry's: ethical or not. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality Ben and Jerry's: ethical or not paper right on time.


Our staff of freelance writers includes over 120 experts proficient in Ben and Jerry's: ethical or not, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your Ben and Jerry's: ethical or not paper at affordable prices! Extended Essay


Ben and Jerry's ethical or not?


Word count 756


Extended essay


Abstract


In my extended essay I am tackling the question whether Ben and Jerry's is an Ethical company. For that it was needed to outline what Ethics in Business in the first place means. I stated what a company can do to be possibly viewed as ethical. To compare the behaviour of Ben and Jerry's with ethical norms I listed down various actions of Ben and Jerry's which can be viewed as good (ethical) or bad (unethical) actions towards society. My conclusion then states that the company Ben and Jerry's can be viewed as ethical since they do act in many areas and ways very responsible but on the other side they can be viewed as an unethical company since they failed in certain parts and didn't stick to their mission statement which should not have happened and might happened accidentally. But in the end it is due to every individual how they want to view Ben and Jerry's which is made up by their believes how an ethical company should act like.


Extended essay


Context page


Page 4. Ethics in Business


Page 5. Ben and Jerrys history and goals


Page 6. Corporate Social Responsibility


Page 8. Ben and Jerrys Ethical side


Page 11. Ben and Jerrys Unethical side


Page 1. Conclusion


Page 1. Bibliography


Extended essay


Ethics in Business


Ethics in general are beliefs how to act which makes people behave in a positive way, where ethics in businesses is how a company applies these ethical believes in their actions and is used to see whether a decision might be right or wrong. To define ethics the different viewpoints of individuals or groups have to be taken into account, because that influences what they identify as ethical or unethical. In many countries the government tries to ensure that companies behave in an ethical manner by putting up laws. But these laws do not ensure fully that a company will behave ethically. Unethical behaviour might be described the following actions; when a company trades with a country where a inhuman regime has the power, or when a big difference between the wages of the head of a company and a normal employee, or the trade in arms. Today more and more companies have set up own codes of behaviour which they try to fulfil with the best intentions.


Extended essay


1. Ben and Jerry's history and goals


The successful ice cream company Ben & Jerry's Homemade Inc. was founded by two childhood friends called Ben Cohen and Jerry Greenfield in 177 on December the 17. They opened their first shop in a gas station in Burlington, Vermont, after completing an ice cream correspondence course at the University of Pennsylvania for 5 dollars. After being extremely successful and very popular Ben and Jerry's became a leading company, with nearly an 40 percent share of the ice cream market and passing the 00 million dollar mark in 18, with sales in the US, Canada, Europe and Japan. They own around 00 franchises. Although the company made high profits it is acting now as a non-profit making firm, which was the first case in history. Ben and Jerry's was also a founding member of Business for Social Responsibility (BSR), with more or less 1400 other businesses whose aim it is to help member businesses to sell their products and/or services so that they can be commercially successful and show respect for ethical values, people, communities and the environment.


Today Ben and Jerry's is trying to be responsible for the welfare of society as a whole but it has not always been like this, fact is that when Ben and Jerry's began their business they didn't have the intentions to run a social responsible business, they just saw themselves as ice cream dealer as long as they wouldn't have any other opportunities. In 18 they were about to sell their company, but Ben Cohen knew that business exploits the community, its employees and the environment, so he thought about it and came to the result that by keeping the firm to do it differently and better. So Ben Cohen and Jerry Greenfield decided to gain enough money to break even and use their business to make a change in society. In 184 they started to sell shares of Ben & Jerry's but only to the people from Vermont because they felt responsible to give back the people who supported them at the beginning when they opened their first small shop in Vermont.


In 188 Ben & Jerry's created a Mission Statement, which aims to produce, sell and distribute top quality products, than make profits but also giving career opportunities and financial rewards for their employees and to play a major role in society as a business to improve life quality local, national and international. By achieving this mission they take care of people inside and outside the business and improve the communities of which they are part. Ben & Jerry's try's to use its Mission Statement in daily decision making so that the company stays profitable and so that the communities profit of them.


Ben & Jerry's often dose what they say, even if it reduces the profits, for example, in 188Ben & Jerry's stopped producing a very popular ice cream made with Oreo because the Oreo supplier is a business called RJR Nabisco, which is big tobacco producer. Another example is when the Japanese offered to introduce their products in Japan, where Haagen-Dazs, a main competition for Ben & Jerry's, was the leading ice cream supplier, Ben & jerry's refused to sell their products there because the Japanese corporation had never in its history done anything to improve anything in their community.


The company was awarded a couple of times, for example the Working Mother magazine named the business as one of the best in a hundred for working mothers and in 188 the Business Ethics magazine awarded the company with the third rank out of a hundred.


Extended essay


. Corporate Social Responsibility (CSR)


In the past it was only important for a company to sell their goods and/or services at high enough prices, which maximise the profits, and the goal of surviving was the only social responsibility. But in the 1870 people started thinking about their behaviour towards people and a couple of years later the government made laws, which were about child labour and workplace safety and other things. In the 10 during the Great Depression made a change from an economy where businesses could do what they wanted to a more mixed economy with more active and organized labour and more influenced by the government. In 15 the Wagner Act made a change to favouring workers over the industry. Court justices, who were geared towards business, were changed into court justices, who are more geared towards labour and social aspects, that gave more power to government and unions. The government than made many socially orientated programs, which aims were to change the countries mind towards more socially thinking. This lead to a big change for the survival of companies because since this change it is now important to be social responsible because the consumers view towards a company is now based more towards the companies behaviour and therefore businesses had to improve their images.


After the world war two the role of a business in society became more important. People created watching unions, which were founded to make sure that the public interest was kept, just like the American Civil Liberties Union, the Sierra Club and the Federal Trade commission. They were made to look after business ethics and for the judgement of corporate and individual behaviour in businesses and society. The government made than more detailed laws, after some individuals made profits from unclear legislations, to the social responsible behaviour by companies just like the Civil Rights Act, National Environmental Policy Act and the Consumer Product Safety Act. From 16 until 17 the government also made the four key regulation agencies, which are the Equal Employment Opportunity Commission, the Occupational Safety and Health Administration, the Environmental Protection Agency and the Consumer Product safety. From than on the managing a company became a lot different because of all these demands by society to follow the regulations.


In the 180 business realised that it is important for them to be socially responsible rather than just make as much profit as possible for the shareholders. One factor for this was the public interest in that by the media like newspapers, magazines, television, etc. Another factor was the consumer rights movement which examination the actions taken by businesses and more and more business were taken to responsibility for their actions. During that time the media also published information's about Ben & Jerry's, because they did good in terms making their business and did good socially. The publishing of the "mistakes" of the businesses lead to an increasing demand by consumers that the company being social responsible otherwise over /4 of the consumers would change the brand.


In the last couple of years investors increasingly invested in socially responsible investments funds, in 1 it was more than one trillion dollars, just like Domini Social Equity Fund or the Ethical Growth Fund, which received the title of Fund of the Year in 18 for being the best fund over others.


All the laws make sure that businesses are responsible for the society as a whole and not only for its labour and shareholders. Being socially responsible is today essential for every


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business because it is important for its image and therefore a major issue for a company's success. The company has to act in an economically and environmentally perfectly to not damage their image and to disappoint their shareholders.


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. Ben & Jerry's Ethical side


Ben & Jerry's is giving every year 7.5 percent of its pre-tax profits to charity organisations. Compared to the normal American company who usually only give around one percent of their pre-tax profits. A part of the money is given to Community Action Teams (CATs). These groups are spread in many communities in Vermont and they are given money to donate it to groups that do community service, e.g. they gave more than hundred and fifty thousand dollars to organisations such as Wildlife and others. They also give their workers the opportunity to do community service work in their local area, for example in 18 staff from a factory in Springfield build a park with a playground and a picnic place.


Money is also given to the Ben & Jerry's Foundation which was created by Ben Cohen in 185 with a donation of stock. Its purpose is to improve the world by giving the employees of Ben & Jerry available resources to help organisations that work on solving environmental and social problems. They are fighting to make a change society and to solve problems, which lead to racism, sexism, economic unequally and environmental deterioration. The decision-making is done by the Foundation's Grant Making Committee which is voted by nine employees of Ben & Jerry's. The foundation has funded many social institutions for gay rights, youth empowerment and antinuclear campaigns to which big amounts of money were given by this foundation.


Another part of that money is given to the Corporate Giving, therefore Ben & Jerry's made up a Matching Gift program in 18, which purpose is to place workforce to communities disposal who are being paid by them. They also give money to non-profits just like the Vermont Businesses for Social Responsibility, the Vermont Youth Corporation, etc.


Beside that Ben & Jerry's also gives half of its revenues gained by its factory tours to the Entrepreneurial Fund, which gives money to organisations and business with a, in their opinion, right mission for the company. They also give the chance to their labour to do and create their own community service and still receiving their normal wages.


Ben & Jerry's also does a lot good to their employees, with their human resources policies, which they achieve successfully. They even got an Optima Award in the Quality of Life section given by the Personnel Journal for the good relation to their employees and for the great atmosphere in the company. Reason for that is first the communication in the company so that employees have even the chance to speak to Ben Cohen and Jerry Greenfield personally. They also have their own personal supervisor who they can make improvement suggestions and can tell them weather they are treated respectfully inside and outside the company. A good example that shows how much Ben & Jerry's cares for their workers was in 11 when they had to close down a facility, they gave over 1/ of 100 workers jobs at the factory and in the community. They did mainly paid community service like organising a concert for the children and much more.


Ben & Jerry's also tries to make the working place more attractive to their employees, for example, they founded the Joy Gang which gets an annual budget of 0000 dollars. The Joy Gang, who are employees who do that in their own time, meet several times a year to discuss what events they could organise. One of the first things they did was a massage and pizza party, which went so well that the company decided to have, massages every second month. The Joy Gang also gives up to 500 dollars to individual departments to make their working place nicer, or they organise dressing days where the one with most outstanding costume wins some prices.


Ben & Jerry's also offer benefits to their employees after they have been working for a certain for the company. Workers of Ben & Jerry's receive a 5 percent discount on the ice cream, a 40 percent discount on merchandise and they get food 0 percent cheaper which is sold but not produced by Ben & Jerry's. Other benefit is health insurance, including baby-care for mothers and x-ray check up for breasts. Than employees get a life insurance, which cost about twice the employers annual salary and they receive a dental insurance. They also get a disability plan, where workers get 60 percent of their normal salary after the disability acquired and for the duration of the disability. Pregnant women get paid their full salary for six weeks and after that they get sixty percent of their salary for the next six months. When a man becomes father he is allowed to leave for twelve weeks, of which he gets paid the first two weeks. Employees are also able to make financial management seminar, they can have a counselling before buying a house and can get a loan program to buy a house. Once a year they get to measure their blood pressure and do cholesterol screening. Employees get every year ten paid holidays. When a employee decides to adopt a child Ben & Jerry's pay the most 1500 dollars and the new parent of the adopted child gets four weeks of and gets paid his normal salary. Employees have their own smoking are and they all get a free health club membership. Each employee gets an assistance plan, which includes confidential and free counselling for family, marital and personal issues and substance abuse. In their retirement plan they get fifty percent of a workers payment is paid by Ben & Jerry's. Another very positive aspect about Ben & Jerry's is that it was the first company that gave benefits to gays and lesbians when they got married.


Ben & Jerry's also pays their workers a salary which is over the average salary of 8.5 dollars per hour. They calculated the total cost they will have in their live including things such as rent, food, taxes, health, savings, transportation and a few other things which made them conclude that a salary of .5 dollars per hour.


In 1 Ben & Jerry's was the first company to sign the Coalition for Environmentally Responsible Economies (CERES) principles. The CERES is made out of many different groups such as investors, social, justice and a few other groups and was founded to make companies to act environmental responsible. The ten principles include sustainable use of all natural resources, biosphere protection, energy conservation, reducing and disposal of waste, reducing risks and informing the public and the CERES. By signing that Ben & Jerry's showed that they take responsibility for the environment and showing the intention to improve and let the public now about it. For being responsible towards the environment also means to Ben & Jerry's to involve their own staff in making a change. Therefore they founded the Green Team where voluntary workers are involved. They created a newspaper called Eco-Notes in 18 and gave out to all the workers an Employee Waste Awareness, which included a video, and written pieces, which they handed out in some facilities. Than every employee receives a Employee Orientation Handbook where there is a section about Environmental responsibilities, where the CERES principles are shown and how each worker can help the company to achieve them, and than there is a Environmental Awareness Week every October for the whole company.


Each factory of Ben & Jerry has its own Environmental Coordinator, who is there to take care of the environmental practices, like recycling, waste, composting and water management. They also invented new technologies so that energy is won by solar energy and to treat the ice


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cream waste. Ben & Jerry's also takes care about recycling, waste decrease and machines that


use energy efficiently. They are also taking steps to demonstrate against nuclear power in Vermont and they are also giving money to a research program for cars powered by electricity. A very important issue is that they only do business with company that just as environmental responsible. In 1 Ben & Jerry's started using paper that is chlorine free for its cartons. They did so because chlorine in paper is a major cause of toxic water pollution in the US. Therefore Ben & Jerry's is cooperating with Greenpeace so that people become aware of this problem and they are even make the information about the packaging available for everybody.


Other positive aspects of Ben & Jerry's actions is that they support a brownie supplier called Greyston Bakery for one of their ice cream flavours. Ben & Jerry's had to change their machinery so that they were able to use this specific brownie brand in their ice cream. Ben & Jerry's did so because Greyston Bakery is a non-profit making business whose workers are homeless people and other people with a low income. Greyston Bakery also runs a childcare facility, a healthcare centre such as a housing centre for people infected by HIV.


They also made up something called PartnerShops to non-profit organisations whose workers are people who usually do not get a job.


Ben & Jerry's also make great attempts to involve minority groups and woman into their company and business making. They increased the number of companies, which are owned by woman or coloured people, with who they do any sort of business. They also aim to increase the number of franchises owned by coloured people and woman. Two people in the senior management were coloured and two were woman in 18. One third of the Board of Direction was coloured and/or a woman.


Ben & Jerry's made and is still making big efforts to do socially good but they still can improve.


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4. Ben & Jerry's irresponsible actions


In the early 10s Ben & Jerry's decided to give sugar water, which was the result of cleaning up their ice cream machines, to farmers instead of having such a waste which is polluting. Those farmers were feting the sugar water to their pigs. In the view of Ben & Jerry's they have done something socially responsible because they found a new purpose for this waste product. Unfortunately the pigs died as soon as they reached the weight of 00 pounds and they never reached the weight of 600 pounds, which is the normal weight for a grown up pig. Probably the worst thing in this case was that Ben & Jerry's was not talking about it and deleted this case out of the annual report.


In 188 Ben & Jerry's set up a partnership with Jason Clay to produce a new ice-cream product with an exotic nut. Jason Clay was supporting the rainforest to help farmers in the Amazon to produce rainforest products such as flowers, fruits and nuts. Of Ben and Jerry's new nut ice-cream product 60 percent were going to charity, and the employees shared 10%. The purpose of it was to give local Amazon people an option to work as farmers rather than cutting down the rainforest or work in mining. Unfortunately problems came up since the producer of the nuts in the rainforest were not able to produce quantity or quality for Ben & Jerry's product. Another problem was that was not mend to be was that the workers who produced the nuts were not local people. They were mainly Portuguese. To replace the missing quantity of nut for their product they got it of some businesses of South-America who were not acting socially responsible at all. Those companies were not pro labour and some of them even criminal. Only 5 percent of the nuts, which were needed to satisfy demand, came from those native rainforest farmers who mend to produce it all. Those bigger suppliers became even bigger and took over the market so that the farmers out of the rainforest got pushed out of the market in South-America. The result was that the farmers had to sell of their land exactly what was mend to be achieved.


Another thing about Ben & Jerry's is that they are only using ingredients of high quality in their products but fact is that farmers in Vermont from where Ben & Jerry's receives their milk products are using toxic pesticides. Ben & Jerry's claims that the farmers would not be able to succeed in business if they would not do so.


In 14 the company Ben & Jerry's was searching for somebody to replace Ben Cohen's position while he became a chairperson. Specially for that Ben & Jerry's launched a competition where anybody was allowed to participate. They just had to write a short poem of a hundred words and up to 0000 people participated. But reality looked differently and Ben & Jerry's a firm to search for a appropriate leader for them. They came up with Robert Holland who worked before for McKinskey & Company. He did write a poem but only after accepting the new position at Ben & Jerry's.


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5.Conclusion


Ben & Jerry's is a company which should be respected for their great attempts to do socially good. It is a company that is making profits and on the other side they are doing good things to society but not all of their actions are as it is expected from a company with a mission statement like Ben & Jerry's has it. It shows how hard it is for a company to fulfil its social duty and making profits at the same time.


From my point of view is Ben and Jerry's a company which has done a lot of good things in its past and in their case I would say that Ben and Jerry's is ethical. Ben and Jerry's is a company which stands for many norms of ethical behaviour and I think even today many other companies should look at Ben and Jerry's as an good example for an ethical company.


Please note that this sample paper on Ben and Jerry's: ethical or not is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Ben and Jerry's: ethical or not, we are here to assist you. Your cheap custom college paper on Ben and Jerry's: ethical or not will be written from scratch, so you do not have to worry about its originality.


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Monday, September 16, 2019

Consumer behavior

If you order your Cheap Custom Essays from our custom writing service you will receive a perfectly written assignment on consumer behavior. What we need from you is to provide us with your detailed paper instructions for our experienced writers to follow all of your specific writing requirements. Specify your order details, state the exact number of pages required and our custom writing professionals will deliver the best quality consumer behavior paper right on time.


Our staff of freelance writers includes over 120 experts proficient in consumer behavior, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your consumer behavior paper at affordable prices with cheap essay writing service! Part 1 Executive Summary


This report explains the decision making process , the internal and external factors that have influences a ¡°high involvement ¡° purchase of Steve Wang that was made recently.


At the beginning of this report, introducing the demographic detail about Steve Wang and his lifestyle information. Then the product information like price, distribution and competitive position. In the part of analysis of the decision process, mainly give the theories of the process, using some tables and diagrams to make clear and understandable, in this part, the every stages of the process are discussed, include the internal and external factors that impact.


Part five gives the explanation of process and factors, the facts of the actual situations compare with the theories.


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An interview transcript is given in appendix of this report,


The biggest limitation is the lack of the experiences of analysis although everyone is a consumer.


Part Overview of the person interviewed and the product purchased.


.1 Demographic and life style information


Demographic characteristic such as age, income, family size, and employment status are objective descriptors of individual consumers and householders. The markets for most products are influenced by consumer demographic characteristics. A demographic characteristic such as age is relevant for both coffee and detergents. When marketers ask who their customers are, they frequency refer to the age, income, and regional make up of customer buying their product. Nevertheless, demographics are important as consumer descriptors because they want to buy ( age, education, marital status, household composition )


Steve Wang as a full-time college student, he has no income right now. All kinds of payment from his parents. Therefore, he has limited budget and sometimes has to shorten on the other parts to satisfy a particular purchasing like to purchase a pair Timberland shoes that is priced at RM5. this definitely is a high involvement purchase to him as well as almost all college students. Age is a powerful determinant of consumer behavior. A person's age affects his/her interests, tastes, purchasing ability, political preferences, and investment behavior. At 1 years old, people usually put more attention on whether himself/herself appearance looks good or not other than to care about him-/herself whether lack of Vitamin C or B. And they will shift to more qualitative than quantitative on choosing things. Like other guys, Steve does care about how people feel about his looks especially the girls, the well-known brands and mid-to high priced products become the most popular alternatives from his point of view even though there is not enough money budget. He is a second-year college student, it is the different level in one's life, therefore he wants to be identified from the teens like high school graduates or first year college students and be a mature man is the reason why does he choose brands like Timberland. His family has a very simple composition-father, mother and son, his father is a busy business man and mother just because a part time housewife due to father's business is getting better than before. And his budget is getting better too. There is more budget for him to use to purchase things that he likes, but he mentioned that a pair of Timberland still a big purchasing item for him.


Life ¨Cstyle variables as factors that more closely reflect the consumer's day to day interests and therefore are more likely to explain consumer purchases. Life-style is measured by the attitudes, interests and opinions of consumers. Steve has a positive attitude about life, although he worries about some common problems and situations that people worry at the same age. He always tells people--do not buy things depend on the price cheap or not, but to concern whether that product has the extent value for future and long term. Products that he wants to buy all depends on such a belief. He is some in principle oriented type, these individuals are guided in their choice by their beliefs and principles rather than by feeling, events or a desire for approval. He loves the outdoor activities, whether new products about outdoor activities, he'll try at the first time. So he is some in the action oriented ( experience ) type.


. Price, distribution and competitive position about the product purchased


The shoes ( Timberland ) is priced at RM5, that is a high priced product but acceptable. If the company has selected its target market and position carefully, then its marketing mix strategy, including price, will be fairly straight forward. The objective of timberland is product quality leadership. They decide the products have to achieve product quality leadership. This normally calls for charging a high price to over higher performance quality and the high cost of R&D. Timberland focus on the high quality, high price end of the leather athlete series, they set the price almost 5% higher than the competitors but there are still lot of Timberland lover all over the world. Timberland targets their athlete series mainly on the people aged 0-5 years. Due to this group of people's attitude, lifestyle and they want the high quality shoes for their activities. And the most important thing is this group of people they are easy to learn about the new information or to accept the new features about the product, that means, easy to change to the new product that the company introduce, they are also willing to pay such a high price compares with other brands. Usually, when people mentions about Timberland, the good quality comes first and then the high price. Therefore, the information about the timberland that people ready kept in mind a certain point. ¡°If I want high quality shoes. I pay for it because it worth.


Steve bought the shoes in a franchised store of a big shopping center and he mentioned that the previous purchasing was in KLIA franchised store. The reason why Timberland put the stores in big shopping center and airports still because of its targeting and product positioning. They identify and analysis the segment of the market, the targeting customers are those who are in the higher standard level of living class the places they normally go for shopping things are also in the higher standard place. They use the exclusive distribution, giving a limited number of dealers the exclusive right to distribute the company's products in their territories.


There are a few of competitors in the marketer, but Timberland stands on several competitive advantages. At the first, it has the much higher quality than its competitors compare under the pricing, then they give the very good and comfortable environment to their customer in every store, this is a important inference; they also give the excellent services after the buying like you can bring your Timberland shoes to any of the Timberland store to clean them for free and if something wrong with the shoes they will repair it for free, in some situation the customer may get a new pair of shoes for replacement.


After all this through a longtime period, people will remember timberland as a trusted brand.


Part Consumer decision process


As usual, the customer decision process begins with the problem recognition. A difference between an existing state and a desired one become a consumer problem, a consumer begins with a particular state of mind that represents his or her perceptions of and attitudes forward known brands. For example, consider a business school student who is thinking of purchasing a personal computer. Once the problem has been recognized, an information search is undertaken to isolate an effective solution. After the information has been gathered, allowing the consumer to determine and compare the relevant and feasible alternatives, the decision can be made. The attributes that influence store choice are examined, and related to the needs of particular consumer groups. The actual acquisition of the product is analysis, with particular attention given to retailers efforts attract and satisfy consumers in the exchange process. Post purchase processes are examined by marketing managers and she/he has to make necessary decisions on that both external and internal influences affects the consumer decision making .


.1 Situational influences


A situation ( Neal 18) is a set of factors outside of and removed from the individual consumer or the stimulus object to which the consumer is reacting. The consumption process occurs within categories the communication situation, the purchase situation and the usage situation. ( Refer to table 1)


Table 1


Comm. Situation Purchase situation Usage situation


.Information has an impact . Affect product selection .The selection of a


on consumer's behavior. . i.e. a mother is influenced product depends a


.Alone or in group, in a good by the thing that her great deal on the


and bad mood, hurry or not children interest in. situation in which


( degree) it will be consumed


. The different wine


for guest and used


by oneself.


The first class of situational influence provides a system that managers can use in determine whether a situation has an effect can a consumer's purchase behavior. ( Refer to table )


Table


Physical surroundings.


.include geographical and institutional location, d¨¦cor, sounds, aromas, lighting, whether, and visible configurations of merchandise or other material surrounding the stimulus object.


.E. g shopping in the crowed and dirty hall and in the lighting place with safe music.


Social surroundings


.Provide additional depth to a description of a situation.


.The Chinese from China would rather like to discuss business during the dining time.


Temporal perspectives


. are situational characteristics that deal with the effect of time on consumer behavior.


.E.g. consumers are less likely to visit department stores when they are time pressured than when they are not time pressured.


Task definition


.includes an intent or requirement to select, shop for or obtain information about a general or specific product.


.buying gift for wedding and personal use.


An antecedent states


.Are momentary moods or conditions rather than chronic individual traits.


.E.g. some people buy a lot of things due to the bad mood he/she was in.


. Problem recognition


As the consumer mores from a very low level of involvement with the purchase situation to a high level of involvement , decision making becomes increasingly complex. Purchase involvement is a continuum, and it is also useful to consider habitual, limited and extended decision making as general decryptions of the types of process that occur along various points on the continuum.


A consumer is committed to a certain brand ( Timberland) because he/she believes it best meets overall wells, and because an emotional attachment has been fit, formed. Therefore, he/she is brand loyal. It will be very difficult for a competitor to gain his/her patronage. Extended decision making is the response to a very high level of purchase involvement. ( shopping product).


The recognition of a problem is the result of a discrepancy between a desired state and an actual state, without if there is no need for a consumer decision. Both active and inactive problem occurs in the consumer problems. There are several factors influence the consumer's actual state meet past decisions, normal depletion, product brand performance, individual development, emotions, the efforts of consumer groups and government departments the availability of products, and the current situation.


. Information search


Consumers are continually recognizing problems an opportunities, so internal and external searches for information to solve these problems are on going processes. Information search involves mental as well as physical activity on the part of consumers. The use of information from memory is referred to as internal search. And, the search process is focused on external stimuli relevant to soloing problem is called external search. A consumer decision requires the appropriate evaluative criteria for the solution of a problem. The existence of various alternative solutions the performance level or characteristic of each alternative solution on each evaluative criteria. As consumers move into more extended decision making, the relative importance of external information search tends to increase. External information can include the opinions, attitudes , behaviors and feelings of friends, neighbors and relatives; professional information; direct experiences and marketer ¨Cgenerated information.


The information sources are from memory; personal sources, independent sources marketing sources and experiential sources. Usually different measures of external information search have been used number of stores visited; number of alternatives considered; number of personal. Sources used, overall or combination measures. Market characteristics include the number of alternatives, price, and age. Store distribution and information availability. It is the consumer's perception of, or belief about, the market characteristics influence shopping behavior. Product characteristics like price level and differentiation tend to influence external search. The consumer and situational characteristics also influence the external search.


.4 Evaluating and Selecting alternative


While consumers are gathering information about various alternative solutions to a recognized problem, and after they have done so, they evaluate the alternatives and select the course of action that seems most likely to solve the problem. Evaluative criteria are the various features a consumer looks for in response to a particular problem. They are the performance levels or characteristics consumers use to compare different brands in light of their particular consumption problem. The number type and importance of evaluative criteria used differ from consumer to consumer and across product categories.


When consumers judge alternative brands or several evaluative criteria, they must have some methods for selecting one brand from the various choices. Decision rules are used by them. A decision rule specifies how a consumer compares two or more brands. Five commonly used decision rule are the disjunctive, conjunctive, lexicographic, elimination-by-aspects, and compensatory rules.


.5 Outlet Selection & product purchase


The decision used by, consumers to select a retail outlet is the same as the selecting a brand. The store is image and the type and amount of retail advertising often exert important influences as evaluative criteria. The major dimensions of store image include merchandise, service, clientele, and physical facilities, convenience. Promotion and store atmosphere. Outlet location is an important attribute for many consumers. Larger outlets are general preferred over small outlets.


Shopping orientation refers to the general approach a consumer takes to acquiring both brands and non-purchase satisfaction from various types of retail outlets. While in a store, consumers may often purchase a brand or product that differs from their plans made before entering the store. Such purchase is referred to as impulse or unplanned purchase, and the decisions can be the result of additional information processing induced by in store stimuli. Once the outlet and brand have been selected, the consumer must acquire the rights to the item.


.6 Post Purchase Processes


Following some purchases, consumers experience doubts or anxiety about the wisdom of the purchase. Whether or not the consumer experiences dissonance, most purchases are followed by product use. That consumers use a product to fulfil certain needs. If the product does not fulfil these needs, a negative evaluation may result. Monitoring product usage can indicate new uses for existing products, needed product modifications, appropriate advertising themes, and opportunities for new products. Disposal of the product or its packaging may occur before, during or after product use. ¡®socially-conscious' consumers, are an important market segment not only because of their purchases but because of their social and political influence. Postpurchase dissonance, product usage disposal are potential influences on the purchase evaluation process. Basically, consumers develop certain expectations about the ability of the product to fulfil instrumental and symbolic needs. Taking no action, switching brands, products, or stores, and warning friends are all common reactions to a negative purchase evaluation. After the evaluation process and, where applicable, the complaint process, consumers have some degree of repurchase motivation. There may be a strong motive to avoid the brand, a willingness to repurchase it some of the time, or some level of brand loyalty, which is a willingness to repurchase coupled with a psychological commitment to the brand.


.7 Influences


.7.1 Internal influences


In this report , focusing just on several relevant area about internal influences. Perception consists of those activities by which an individual acquires and assign meaning to stimuli, begins with exposure, usually the result of ¡° self-selection. Attention occurs when the stimulus activities one or more of the sensory receptors, and the resulting sensations go into the brain for processing. Interpretation is the assignment of meaning to stimuli that have been attended to consumers must learn almost everything related to being a consumer product existence, performance, availability, values, preference & so on. Learning is defined as any change in the content or organization of long-term memory. Conditioning & cognition learning are used by consumers reinforcement plays a much larger role in operant conditioning than it does in classical conditioning. The strength of learning depends on importance, reinforcement, repetition and imagery. Consumer motivations are the energizing forces that activate behavior & provide purpose for and direction to that behavior. Maslow's needs hierarchy states that basic motives must be minimally satisfied before more advanced motives are activated. It proposes five levels of motivation physiological, safety, belongingness, esteem and self-actualization. Consumers are often aware of and will admit t the motives causing their behavior. Because of the large number of motives and the many different situations that consumers face. Motivational conflict can occur, in approach-approach conflict, approach-avoidance conflict and avoidance-avoidance conflict. The personality of a consumer guides and directs the behavior chosen for accomplishing goals in different situations. The relatively long-lasting personal quality that allows individuals to respond to the world around them. Emotions are strong, relatively uncontrollable feelings that affect behavior, occur when environmental events or mental processes trigger physiological changes. Attitude-change strategies can focus on affect, behavior, cognition or some combination of these.


.7. External influences


There are a lot of external influences on consumer decision making process, but here the relative influences will be discussed.


The reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior. Marketers have found three classification criteria-membership, degree of contact and attraction to be particular useful. Groups that have frequent personal contact are primary groups, while those with limited interpersonal contact are called secondary groups. Group influence varies across situations. Informational influence occurs when individual conforms to group expectations to gain approval or avoid disapproval. Identification conformity is still stronger since an individual uses the group norms & identifies with them as apart of his/her self-concept and identity.


Part 4 Explanations in actual case


Steve first walked in the Timberland store in One Utama shopping center, he immediately felt that very comfortable, the layout & display made him easily choosing a pair pretty good shoes, that he bought as the first pair of Timberland shoes. The physical surrounding there is absolutely good as well as every its franchise stores. As people walk in the store the first display table is displaying the newest clothing and shoes, very comfortable seats for people to try the shoes just opposite the shoes displaying shelf and the every corner for a certain kind of product like classical shoes, jackets, shirts and pants, and athlete series, mountain clamber series. They have very high quality staff work in every store that makes consumers feel really good.


Social surroundings are also involves in here, Steve said that he would rather buy if the stores are in the big shopping center. A pair of Timberland shoes is considering as the shopping product in the problem recognition also a extended decision making. There is several factors influence Steve's actual state; at first, the most important one is the very good performance of the shoes, comfortable and durable, and a pretty high class design. That attracts people's attention; then, the shoes gives him a good feeling of wearing it, he said that the emotion is the important component when he makes a purchase; and last is individual development, he is now a 1 years old guy and a second year college student, not only the knowledge but also the mental have developed, he wants to make himself more mature that is the reason he chooses the brand like Timberland.


He did some compares ion works before he actually bought that RM5 shoes. Actually, he wanted to choose from 4 brands at the first time Nike, Adidas, Converse all stars and Timberland. But after he tried the Timberland he decided to buy it immediately, and several friends of him are wearing Timberland boots as well. He likes all kinds of timberland ads, he even feels those are the rest ads make him feel good. The disjunctive decision rule is used by him in the evaluation and selection of alternatives. He would first consider the design and quality of the salesman's introduction. Steve always follow the brand first, outlet second in store influences that alter brand choices, Steve said he will never buy things that his eyes can not contact, therefore the timberland's layout just satisfies him. The timberland shoes completely meet his expectation and performance quite well, he is very satisfied with it. As a result, he said if his budget permits he will buy an other pair of same brand shoes, and he has the big interest in Timberland shoes that are newly introduced. Therefore, until here he has no dissatisfy with the shoes, and he has a kind of loyalty to the Timberland brand.


And another thing has to mention here is the group influences also play an important part in his decision making, both from friends and family. Steve belongs to a group of people they have the similar life quality lifestyle, habits, even the quite similar budget, and the same or higher education level. He wants himself to be a mature man, in other words, he wants to be the same with others. there is an identification influence occurring.


Referencing


1. The Editors of INC. magazine. (18) the best of INC. guide to Marketing and selling Prentice hall press


. Assael. H. (1) consumer behavior. Behavioral Aspects of Marketing. BH ASIA


. Berry. L. L., (15) On Great Service a frame work for action. The free press


4. Bradmore. D., Joy. S., Kimberley. C., Walker. I., (17) Marketing Visions. ed Edition Prentice Hall


5. Hartley. R. F. (000) Marketing Mistakes and Successes. 8th Edition WILEY


6. Kotler. P., and Armstrong. G., Principles of marketing. th edition. Prentice Hall


7. Lovelock. C. (14) Product Plus. How product +Service=Competitive advantages. McGraw Hill


8. Neal. C., Quester. P., and Hawkins. D., Consumer Behavior. Implications for marketing strategy. ed edition. McGraw Hill


. Rice. C., (17) Understanding Customers. ed Edition. BH


10. Rice. C., (1) Consumer Behavior. Behavioral Aspects of Marketing. BH ASIA


11. Rickard. L and Jackson. K. (000) The financial Times. Marketing Case Book. ed edition. Prentice Hall


1. Schewe. C. D., Smith. R. M., (180) marketing concepts and applications. Graw Hill


1. Schutte. H., and Ciarlante. D., (18) Consumer Behavior In Asia. MACMILLAN Business.


14. Tront. J. and Rivkin. S., (000) Differentiate or die. Survival in our Era of Killer Competition. WIELY


Appendix


Interview transcript


The person who has been interviewed in this report is a full time college student.


( lunch time)


writer of the report ( W) Steve Wang ( S)


W Hi, Steve, how are you?


S Fine, but I am very busy this two weeks.


W I am sorry for using your lunch time.


S it's OK, don't mind.


W I heard from Ben ( friend of Steve) you bought a pair of expensive shoes. What is brand?


S Yes, Timberland. That is a very good brand, and very good quality. You should buy it. They introduce the women's foot wears recently.


W Really, I will try.


S You should.


W Why you choose this brand, that is expensive.


S I know, and my budget is not enough at the same time, but I just like it when the first try.


W Do you have any alternatives before you decide to buy it?


S Yes, at the first, I wanted to buy the Nike, you know , I have several pairs of Nike. Adidas is a good brand, but I just like its classical design . The one with three zebra crossing , and last month I bough the Converse all stars leather sport shoes. So I have to look for others, Timberland really makes me satisfy.


W How do you find the Timberland at the first time?


S Ads, Ya. I like all of the ads of Timberland, these are what just fits my tastes. And Ben, Jim, David they all wearing the similar design with me. Do you notice that?


W Honestly, I do not, but I notice that you all have pretty good and similar tastes.


S oh, thanks. I tell you, do not spread out. I want to be mature, and do you know what feeling that Timberland gives me.


W What are these?


S A man, durable., comfortable, cool and the spirit of adventure. Yes, all in all, a completely mature man.


W That's cool


S Yes, thank you.


W Just now, you mentioned that you like the ads of that.


S Yak! They not only have excellent ads design, but the environment of their store. I think that makes me to decide faster to buy or not .


W You mind the surroundings of store?


S Of course. The whole store, do you notice that the store almost display the man's clothing and shoes, and all thing is within my eyes sight. When I stand in front of the store, I want to go in and take a look.


W Do you want to buy if the store is in a big shopping mall or just on the street?


S Of course the more stores the better.


W Do you satisfy with the shoes you bought , and do you want to support this brand if they have new products in the market?


S Yes. Sure , if I am not satisfy then why I buy it. If I have enough budgets, for sure I will them all ( laugh). I think that in some way the Timberland shoes not only simply a pair of shoes, but also gives the good feeling. Like some people they like the perfume, not only the fragrance , but also the emotions and moods that perfume bring to people. And I believe the new designs have the new functions that the old designs do not have.


W Do you think RM5 is expensive, does that worth for these money?


S Whatever I buy , I will care about does it have any extend value in the future, not only now , how much it is, of couse it is expensive.


W If there is a store they introduce the similar shoes with Timberland, do you still choose Timberland?


S I am a kind of brand loyalty, I will still choose Timberland, but I will compare the quality and design of them. Because I can't just tell you I refuse to buy any other alternatives.


W Do the services of store effect your purchase?


S Sure, for every consumer purchasing behavior is not only to purchase something, but also a good commercial behavior. If they have the good product and poor service, the product and the services are is equally important to me. Beside, I have several alternatives that are very good, too.


W When you satisfy with its shoes, do you interest in the other product, like T-shirts and bags?


S Not as interest as the shoes, I will choose the best and the most special product in a particular store.


W If some thing wrong with the shoes after you bought it, what will you do?


S It's a difficult question, because I am always satisfied with that brand, but if something wrong about the shoes itself or I damage it. I will bring it to the store. But that has just a little effect on me.


W Does the functions and design meet you expectation?


S Yes, almost, even exceeds my expectation in some way, I am not a professional person on shoes, and some functions are really good.


W Will you introduce it to you friend?


S Of course, I will. Because I firmly believe that is a good brand and product.


W Will you be effected by your friend who wearing the same brand of shoes?


S A little bit, but, yes, the model of the Timberland ads affects me more.


W Ok, thanks you for taking the interview.


S You are welcome.


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Thursday, September 12, 2019

ROBOTS AND BEYOND

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--- Exploring AI of Robots


A "machine" is any physical system. Human beings are sort of extraordinary complex, self-controller physical machine. Obviously, humans are conscious. The question is the chance that the robot can be intelligent and conscious? What kind of machine can be conscious? How to create a robot to be conscious and intelligent? The most efficient and advanced technology is the young field so-called Artificial Intelligence (AI). It is the most brilliant solution to "build" a "brain" for the robot to make robot to be intelligent and conscious. The most valuable asset of a robot is making it smart and conscious like humans.


The evolutionary robotics is an efficient technology to develop a simple robot to be intelligent and conscious. It is developed by AI technology. The evolutionary robotics systems in the 180s was predicated on the idea that intelligent robot could do what human experts could do. (Rethinking of AI). This system can be used to capture the process in design and decision making by robot itself. At the same time, evolutionary robotics techniques began to reach a maturity with which it could be applied to represent complex and real world problems like those arising in medicine.


Cheap Custom Essays on ROBOTS AND BEYOND For half a century since the robot came into existence in society, the goal of developing intelligent robot has become a central purpose in AI field. Over the same time period, both processing and storage capacity of robotic systems have increased. The next few decades robot may have a rapid progress in AI field. It has the sufficient power in society, and it is an important part of the society


For the first time in the society, AI is solely responsible for the creation, evolution and implementation of a rudimentary robot. The intelligent robot is a new development of AI. In robotics system, each encoding of the robotic control system is randomly created and put into the particular environment. An intelligent robot can do limited behaviors such as walk, watch, and talk according to its specified system controller. Robot's performances on various tasks are automatically evaluated.


Robot's functionalities are used to measure robot's abilities to perform desire tasks. The role of AI is limited to the specification of the number of functionalities. Since human started using tools, AI technology has shaped human's life. The development of AI field is drastic. Since human started using tools, AI technology has shaped human's life. Intelligent robots have applied in different areas, such as in industry, agriculture, military affairs, and medicine.


AI will improve the social structure of human. Advancing AI technology has changed human's life and transformed how human conduct the entire society. For example, in the United State the application in AI techniques, the intelligent robots greatly effect to medical decision making. It has grown out of a Symposium on AI in Medicine presented at the 17 Annual Meeting of the American Association for the Advancement of intelligent robots. (AI in Medicine). The AI in Medicine (AIM) field emerged in the early 170s in response to several simultaneous needs, opportunities and interests. An increased demand for high-quality medical services coupled with the explosive growth of medical knowledge has led to the suggestion that robots could be used to assist physicians and other health care providers in discharging their clinical roles in diagnosis, therapy and prognosis. At the same time, evolutionary robotics techniques, especially those of the AI field, began to reach a maturity with which they could be applied to representing and reasoning about complex, real world problems like those arising in medicine.


The AI robots play important characters in the entertainment community. For example, the Disney Company uses AI technology in many areas. The movie 101 Dalmations and The Lion King, used the AI software-aided animation. AI is used to make entertainment much more interactive and tailored towards the interests of individuals (Rethinking of AI). Human follows the development of AI, and AI helps to crate a new path for human to connect with the physical world, advanced technology, and robot. Developers from Microsoft, Netscape, General Electric and Disney explore numerous experiments of robots which are enabled to be intelligent and conscious. AI research has developed new ways of building an intelligent and sentient robot. Today's AI technology has reached the stage where more natural and familiar modes of communication will soon make the robot being conscious. Evolutionary robotics system can be used to capture much of the process involved in design and decision making by robot itself. The additional information about robot's mind, alternatives considered and rejected, and the expertise underlying the result is an enormously valuable affect. Therefore, the most valuable asset of a robot is making it smart and conscious like real human.


The intelligent robot will play an important role in the future of information access. The rise of rule-based evolutionary robotics systems in the 180s was predicated on the idea that intelligent robot could do what human experts could do. (Rethinking of AI). Today, the emphasis is not on doing what people do. Instead, the emphasis is on exploiting opportunities of the intelligent robot to do tasks that people cannot do. For example, in a quite dangerous environment for humans, the intelligent robot is designed to remove radioactive road from a nuclear reactor in a safe manner. For instance, the World Wide Web has provided access to so much knowledge, people need help from robot in organizing increasingly tedious personal information libraries. To provide that help, the creators of aggregation tools must take advantage of intelligent robot work in the area of knowledge representation. However, knowledge representation is not used to mimic human reasoning, but to provide a robust and extensible source with which the user can be accessed. Therefore, intelligent robot needs to make decision and organize information in order to provide user's accurate knowledge.(Rethinking of AI). As matter of fact, intelligent robot makes it possible for organizations to make better decisions. Hence, robot can help save large amounts of money in the world of complex information system and expensive resource allocation. In addition, intelligent robot plays a significant role in a specific operating system.


Evolutionary robotics technology is progressing and the development of intelligent robot enhanced by AI technology. However, during the 80s, AI experts developed systems for solving problems ranging from chemical-plant optimization to oil-well log analysis. Some of these systems were spectacular successes, with payback measured in hours. But in spite of such early successes, Esther Dyson, editor of the influential trade publication Release 1.0, predicted that intelligent robot would not become truly important commercially until robot became embedded in main-stream, strategically important systems like raisins in a loaf of raisin bread. (Rethinking of AI). Time has proven Dysons prediction correct. In the 0s, AI, as a field, is becoming more important as emphasis shifts away from replacing expensive human experts with stand-alone expert systems toward main-stream robotic systems that create strategic advantage. In reality, AI has applied to work in such industries as defense, transportation, manufacturing, and entertainment.


There are some different kinds of intelligent robots being built, such as Sony's new toy, a robot that is able to sing, dance and talk. There is another humanoid intelligent robot with proper legs, like Honda's asimo. The robot can walk ok, but has been designed to fall without breaking. Furthermore, another interesting feature is the ability to recognize faces, which admittedly is a hot topic in nowadays, but definitely a cool feature. Everyone in these days is saying that Artificial Intelligent technology has developed the intelligent robot. However, the question is did robot itself can grow intelligence on its own after some sets of mathematical equations have been programmed. It should be just like a newborn child who initially to get attention waves his hands in haphazard way and slowly it is his mind, which is learning. For this case, let the robot move around and hit the wall, it is just like a child learning to walk, he falls gets up and again walks. For example, the user tells the robot that hitting the all is not a good thing, which is the only input human give to train the intelligent robot. If people train the robot in that manner, can the robot be called conscious? On the other words, whether or not the intelligent robot has its mind to understand and learn. Those are the questions that AI researchers will explore in the future. It is feasible that intelligent robot itself is capable to achieve this purpose by the development of AI technology.


(Robot Rights) The most concerned subject of AI is about robots being conscious and having rights. AI technology is advanced and explaining many things. By the developing AI technology, many advanced robots have been built, such like Kismet and Cog, which imply that by applying AI technology, people will one day build conscious robots. Once consciousness didn't seem so special anymore, humans seemed less exalted, less like some special species for whom the existence of the universe was meant. That eventually leads to highest developing of AI technology. On the other hand, people will see a debate on whether or not machines will have rights, and whether or not robots are "alive". Generally, in nowadays, the main people speak out against it, because it is detrimental to man's special place in the universe. However, consciousness might be implemented into an intelligent robot when AI is advanced enough to achieve this goal. Once the robots become a species equivalent to human being, they might able to learn from input to compile personality that people consider the characteristics of intelligent life. (Artificial Life Warehourse). Hence, the robots might have their own rights to accomplish and control their behaviors. The intelligent robots will have to built and taught over many years, therefore, it will probably have its own rights in the future.


People actually witness intelligent robots involving to society continuously. In addition, people assume that the robots are concrete and have become one part of the entire society. The existence of robots in the society is getting significant and more important.


Consciousness can be a database that gives robot guidelines as to decide what to do and how to do. For instance, there is a very specific task for the robot. If a man asks a cup of tea, a robot wouldn't need emotions to do that. However, if the robot were not to cooperate with this man, it would reject the request with the various possible memories of its own willing behaviors. Furthermore, intelligent aspect of robot's consciousness fixed concepts, which help robot itself to make the right decision as an individual intelligent being. With an intelligent robot in a society, conscious are definitely needed. It indeed helps create a conscious robot to solve problems in the society and answer questions related to people's life.


(TuringTest) In some circumstance, consciousness is necessary for a robot to do certain tasks. However, talking about an intelligent robot response as not being optimal, if conscious play a part in the construction of that response, it's true that the response may not be optimal, but if the robot always did the optimal things, it wouldn't seem as real or life-like. Humans are intelligent, yet we do stupid (not optimal) things over conscious like love, hate, jealousy etc. If an intelligent robot form always did the optimal thing, then it wouldn't appear to be conscious, it would only act like a simple machine. There is a perfect example why robots with conscious would function better so-called Turing test. The test typically involves two teletypes in one room. One of the teletype is connected to a person, while the other is connected to a robot. A judge then types questions to both participants, and after a while, he has to decide which is the robot and which is the real person. If chooses incorrectly, or can't decide, then the robot is considered to be sentient. Of course, the robot is attempted to lie in order to convince the judge that it is human. It implies that the robot had ability to make itself answer questions incorrectly as same as human being. Consciousness is a pioneering of achieving the intelligent robot's behaviors. It is the key for AI technology development as well.


Robots are no longer science fiction metaphors or wish-fulfillment fantasies. According to the United Nation's World Robotics 001 survey, there are at least 750,000 units in operation around the world building cars, vacuuming floors, and mowing lawns. In Flesh and Machines How Robots Will Change Us, Rodney Brooks, director of he AI Laboratory at the Massachusetts Institute of Technology and probably the single most influential roboticist in the world, argues that the robots are about to come to real life. "Today there is a clear distinction in most people's minds between the robots of science fiction and the machines in their daily lives," he writes. "Our fantasy machines have … emotions, desires, fears, loves, and pride. Our real machines do not. Or so it seems at the dawn of the third millennium. But how will it look a hundred years from now? My thesis is that in just twenty yars the boundary between fantasy and reality will be rent asunder." ( Robots are Us The Mystical Side of Science (and Fiction), Jeremy Smith, AlterNet).


In the real future, AI technology will continuously develop robots as metal buckets into being intelligent and conscious. The creation of an intelligent, feeling humanoid robot represents the final victory of AI field. However, the research will yield technologies that will alter the relationship between human and robots. There actually will be no need to worry about mere robots taking over from humans. The distinction between humans and robots is going to disappear.


(Prosperity) In the field of twentieth century AI, the intelligent robot that most resonates with human's needs, is naturally created by human's image. In the future, the dreams of AI is made of robots have their own consciousness, hence, the intelligent robots made by advanced AI technology will receive the soul of humankind. Since the middle of 0th century, the robotic labor has meant greater profits in many field, such as in industry, medicine, military, education, agriculture etc. The robot takeover is subtler and more beneficial than humans. It presents a new era of prosperity in AI field. In the past, humanity faced the universe alone and without a friend. Now the new creatures, intelligent robots join society. They are stronger, more faithful, more useful, and absolutely devoted to the society. Moreover, robots will be conscious and better breed than humans in the future.


(Influence of AI) AI creates intelligent robots and brings robots to life. At the beginning of 1st century, this is the myth that defines human's relationship to the robots. Since robots are becoming more conscious, the constructs do not mimic humans. Instead, they actually are, in many ways, human already. After hundreds of years, someday, a human might shoot a robot and see it bleed. When the robot shot back, the human would gush smoke. It would be a great moment of achievement in AI. In nowadays, PCs and PDAs are ubiquitous and linked together by the World Wide Web. Similarly, the intelligent robots will be an important part of human's life. People talk and work with robots, and robots help people, take care of humans. Ideally, after centuries of distrust, people have learned to love the intelligent robots. In popular, mainstream films such as Terminator II, the Matrix, and Bicentennial Man, people even embrace the intelligent robot as a path to expanded consciousness.


(Future) In the automated economy, people may not know what to do with themselves. In such future, the transcendence offered by the robots would be an escape from terrible reality, not a gateway to long life and higher consciousness. In the future, there will be many possible responses to AI technological change. The entire environment is knitting human and robot's consciousness that cover the whole world. Maybe someday people will ask, "Will I have my own robot simply like having a car?" As matter of fact, the robot extends and gives new meaning to human's life. Time will tell that AI technology is developing and the future of intelligent robot is what human make it.


(Design Robot StructureThe robot itself has own structure. The robot learn about things is based on its programmed structure. It is the first important step of the process to design adequate "brain" structure to the robot. The structure includes the behaviors controller, language of thoughts, and even consciousness. This design applies to a complete intelligent robot. (The Well-Designed Child, John McCarthy, Standford University).


(ROBOT Consciousness) Generally, the single most defining characteristic that separates man from machine is consciousness. Most philosophers propose consciousness as a very specialized, subjective experience that can only exist in the complex and biological system of the brain. But with recent advanced in AI technology, some philosophers, such as Gilbert Ryles and other strict materialist who don't believe in the immaterial mind or soul, have begun arguing that in fact some robots can "think" in a manner similar to humans. (Conscious Automata, Brain Cutcliffe) It seems apparent that the idea of a conscious robot may not be so far from now. However, the public has doubted in new AI technology and mistrust the very nature of what robot means to be conscious.


For example, the film of Terminator, and Terminator play on the theme of resistance to control. The robot achieves self awareness spontaneously. Once the robot possessed its own will, it begins to act out the purpose for which it was created and launches expected behaviors. For this case, the robot was trying to make decision on its own and attempted to develop its own will. Therefore, the robot actually achieves consciousness on its own. In the future, human will become so dependent on the intelligent robot.


(Relationship with robot ). However, the new relationship between man and robot is getting complicated since the robot becomes conscious. The robots are feeling thinking beings and attempt to rebel against humans. But not all exploited robots rebel. The fact is that man may create robots, but the robots they create have power. The robots have power to change people's life. Since the robots are becoming conscious, the very nature of consciousness with its desire to live and will of its own decision lead to conflict with humans. (Conscious Automata, Brain Cutcliffe)


(Createion of Robot) Many AI researchers use AI technology to form control programs for robots in order to help robots to "learn" the best way to complete a task based on experience. Typically, researchers generate hundreds of variations of control program to see how the robots perform on the task. Crucially, small changes in the control program leads to the robot's better performance. A team of scientists led by Dr. Phil Husbands at the University of Sussex has found a way to mimic the working of NO in the neural networks they are evolving to create control programs for robots. Often, it takes many thousands of generations to create control programs that do a good job of completing the task given to a robot. Then, the control programs have been human)used to create control system for an intelligent robot. (Robot brain become more


(Exploring in AI, Mind) Robot does things, which human can't. Recent decades have produced a blossoming of research in AI that exhibit important properties of mind. One of the researches is on famous MIT robots such as Cog, a robot designed to translate its environment through sensors---both visual and tactile. It illustrated that robots can be humanoid and efficient. In many ways, people can't do something, which robots actually can do. For example, human beings wouldn't have the ability to read each other's fingerprints or irises to confirm identification. In contrast, the intelligent robots can instantly process the complex network of patterns and determine if one matches another. One key area where robots are making a difference to the quality of human life is in haptic technology. It allows robots to simulate a sense of touch. Robots also can go where atmospheric conditions or terrain make it difficult to human beings to do research. The very good example is the explore advances in underwater robotics. ( Exploring AI at MIT, Robot and Beyond)


(KISMET, MIT)Another achievement of AI research in MIT is the robot called Kismet. Kismet is a sociable robot. Most current robots are programmed to be very good at specific task. Kismet was structured as a real person. It physical features includes big blue eyes, lips, ears and eyebrows. The eyes, in particular, are actually sensors that allow the robot to glen information from its environment, such as whether something is being jiggled next to its face. Kismet can then respond to it, such as moving its head back if an object comes too close, or communicating a number of emotions, (such as happiness, fear and disgust). A human wears a microphone to talk to the robot, which also has microphones in its ears. Dr. Cynthia Breazeal, a postdoctoral associate at MIT's AI Laboratory and the leader of the Kismet team. She said, "The intelligent features, behavior and "emotions" work together so it can "interact with humans in an intuitive, natural way," For Kismet, Dr.Breazeal noted, " I think people are often afraid that AI technology is making us less human. Kismet is a counterpoint to that it really celebrates our humanity. This is a robot that thrives on social interactions." To make Kismet as lifelike as possible, Dr. Breazeal and colleagues have been exploring how Kismet interacts with people who aren't familiar with. The results are encouraging. For example, many of people who've met Kismet have told Dr. Breazeal that the robot has a real presence. "It seems to really impact them on an emotional lever, to the point where they tell me that when I turn Kismet off, it's really jarring. That's powerful. It means that I've really captured something in this robot that's special. This kind of reaction is also critical to the robot's design and purpose." Kismet is continually evolving with new sensors and software. Dr. Breazeal said, "It's not like we can develop one more learning algorithm and say we're done. We're trying to develop the first robotic creature that takes an active interest in its world and learns and develops over times, becoming more and more capable."


Work Cited


Cutcliffe,Brain. "Conscious Automata." 4 May.00 http//smallwonder.hispeed.com/MindsSouls/ConsciousAutomata.html


"Kismet." MIT on the Web. 4 May.00 http//www.ai.mit.edu/projects/humanoid-robotics group/kismet/kismet.html


McCarthy, John. " The Well-Designed Child." Stanford University, Tue Jul 7,1.


"Robots and Beyond Exploring AI at MIT." MIT Museum on the Web. 4 May. 00. http//web.mit.edu/museum/exhibitions/robots.html


Smith, Jeremy. "Robots Are Us The Mystical Side of Science." AlterNet, April 1, 00.


Szolovits, Peter. "AI in Medicine." AAAS on the Web. June, 18. Cambridge, Mass.January 000. May,00http//medg.lcs.mit.edu/ftp/psz/AIM8/ch0.html


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