Violence in video games Essay Example for Free

Violence in picture show plot of lands EssayWard, Michael R. Video Games and Adolescent Fighting. Journal of Law and economic science 53(2012) 611-28. JSTOR. Web. 5 Nov. 2012. http//www. jstor. org/stable/10. 1086/605509. There is a link between wildness in the condition of telecasting games and violence affected by gamers outside of the condition of gaming. Psychologists have studied the possible connections between violence depicted in the media and idle behaviors. The usual sources for impetuous portrayals ar music lyrics, television scenes, and video/ data processor games. Young children spend an enormous amount of magazine consuming media. Media violence is having harmful effects on childrens development and behavior. The negative effects on violence in the media (specifically video games) outweigh the confirming effects. Topic Effects on violent video game playing on youth Thesis scarlet video games are impact our youth in a negative personal manner Revised Thesis Violent video games improver violent behaviors in children but parents lavatory run proactive to help fight this epidemic by attractive them in sports, academics, interpret and games that require interpersonal activity. Mencius Mans Nature Is faithful David Suzuki The blessed Balance.Averroes On the Harmony of Religions and Philosophy Moses Maimonides The Guide for the Perplexed Tanya Sanchez ENG 1201 Professor Aldridge Outline Topic Violence in video games Thesis Violent video games increase violent behaviors in children but parents brush off become proactive to help fight this epidemic by engaging them in sports, academics, reading and games that require interpersonal activity. I. Video Games and Adolescent Fighting a. Violence in media b. The overestimated link between video games and violence c. Effects on youth II. Playing video games causes violence outside of gaming a.Everything is connected to roughthing else b. David Suzukis The Sacred Balance c. Violen ce in games becomes violence in cosmos III. Parents becoming proactive engaging children in a. Sports b. Academics c. Reading IV. Alternatives that have not worked a. Limiting conviction b. Blocking certain things c. Removing equipment V. Mencius Mans Nature is Good a. Kao Tzu b. Blank state c. Human character responds to the forces around it VI. Conclusion a. Restate thesis b. Summarize main points Tanya Sanchez ENG 1201 Professor Aldridge Persuasive Research Paper peevish Draft.Effects of Violent Video Game-playing on Youth Technology advances every day in society. From mobile devices to laptops and computers, to microwaves and air conditioners, to televisions and internet, technology is everywhere. Technology is the making, modification, usage, and knowledge of tools, machines, techniques, crafts, systems, methods of organization, in order to solve a problem, improve a preexisting solution to a problem, achieve a goal, handle an applied input/output similitude or perform a sp ecific function. A fast growing technological advancement today is video game systems.Video games are affecting our youth in various agencys. Video-gaming is becoming an issue in society, especially the video games with violence exposed in them. Violent video games increase the violent behaviors in children, but parents lowlife become proactive to help fight this epidemic by engaging their children in sports, academics, reading and games that require interpersonal activity. The prototypical form of electronic gaming was computer games back in the 1960s. These were developed by hobbyists who were associated with computer science programs at universities.The first video game consoles knowing for home play developed in the mid-1970s. A video game console is an interactive entertainment computer or customized computer system that produces a video display signal which can be employ with a display device (a television, monitor, etc. ) to display a video game. These consoles continued to increase in society and hush are today. Advances and improvements in computer technology helped create more refined and realistic games. As the technology advanced, portrayals of social interactions, including violent interactions, have become increasingly more realistic.The violence in video games is affecting the youth in a negative way. Psychologists have found positive cor coitions between playing violent videogames and violent and antisocial attitudes stated Michael R. Ward from the University of Texas. They have not based this study on a particular sex, upright on the actual video-game playing and aggression. Some have contacted policy makers to regulate the content and marketing of video games so as to curb violence, especially among children, which are more prone to it.The main concern is the connection between violence in the actual video games and violence implemented by gamers outside of the context of gaming. There is a parallel between violence in gaming and fight ing. This however is further seen in gamers that play more hours daily (typically 4 or more) than those who dont. Playing these violent video games can cause violence outside of the video gaming itself. Everything is connected to everything else as reinforced in David Suzukis, The Sacred Balance. This is reasonable to occur.It is not surprising that playing violent video games causes you to be violent. People have always understood that we are deeply embedded in and dependent upon the natural world. (427) This occurs naturally. We cannot change the natural order of the universe. Upon playing these violent video games daily for a predetermined length of time, in your head this becomes what seems to be reality. You are so accustomed to fighting and taking up violent activities in these games that in reality, this slowly becomes perfectly natural to you.Using video game consoles are not the only way one can access the violence. Other sources include the internet, televisions, smartpho nes, and many others. Parents can become proactive in trying to help stop this epidemic by doing some of the simplest things. Parents can start off my curb time for their children in which they play these video games. Restricting time in which they spend playing is something very minor that can have a big outcome. Something parents should pay closer attention to is the ratings on these video games cosmos played.There are various rating, some of which include Early Childhood which core the content is intended for younger children, Everyone which representation the content is generally qualified for all ages but may contain minimal cartoon, fantasy or mild violence and/or infrequent use of mild language, Teen which means the content is generally suitable for ages 13 and up and may contain violence, suggestive themes, crude humor, minimal blood, simulated gambling, and/or infrequent use of self-colored language.Mature which mean the content is generally suitable for ages 17 and up and may contain intense violence, blood and gore, sexual content and/or fortified language, Adults Only which means the content is suitable only for adults ages 18 and up and may include prolonged scenes of intense violence, graphic sexual content and/or gambling with real currency and many other ratings. Can parents really trust these ratings?Another minor thing that can be done is city block certain things that are flagged as inappropriate for your children. A downfall of doing this is that you can only control it when they are playing video games in your presence. Your child/children can easily go to a friends house where his/her friend doesnt have blocked settings on specific things.This is a common way to get around it or avoiding the My parents blocked it situation. There are many alternatives that have not worked. Trying to limit or restrict the amount of time being devoted to playing these videogames has not seemed to be working. Removing the equipment ( uniform the gam e console, computer, phone, etc. ) has not been functioning either.Some alternatives that may work instead of the disciplinary options are engaging your children in sports, academics, reading and games that require intrapersonal activity. Engaging your children in sports result not only promote a healthy keepstyle for your child/children, it will also keep them physically active. Being engaged in sports your child will adopt important values in life. Such important life lessons include self-confidence, goal setting and achieving, time management as well as patience, perseverance and determination.Your child will also learn the importance and benefits of teamwork. component your child focus more on academics might help solve this epidemic too. Trying to incorporate video games with learning or a way to help study can be very beneficial in the long run.Encouraging your child to read instead of playing video games can be difficult but maybe investing in a Kindle or any electronic si milar to that which only focuses on reading could help. These devices have the look and feel of a game but in reality is enforcing reading, not violence.In Menciuss Mans Nature Is Good, he believed humans were inherently good and with the proper training could become perfect, however Hsun Tzu believed humans were inherently evil and required rites to keep them in check. In relation to the violence the children are exposed to in these video games, I think it makes most sense to believe in what Chinese philosopher, Kao Tzu believed in.He believed human nature was neither inherently good nor inherently evil but a blank state that could be conditioned in both directions. Kao stated, The nature of things is the like swirling water channel it east and it flows east, channel it west and it flows west. (95)He is comparing human nature to water. It doesnt chose between good and evil just like water doesnt choose between east and west. Mencius argued this claim but Kao Tzu retaliated by say ing human nature is only responding to the forces around it. The influences of these video games become the forces around the youth in todays society and have an impact on these children in the least expected ways.Between the actual video games and the gamer, the gamer seems to be the puzzled one. They may be so involved in the video game and the violence portrayed in it that they begin to lose some sense of reality and become what it is that they are playing. In Moses Maimonides The Guide for the Perplexed, the youth in society today is becoming perplexed. Being perplexed simply means you are puzzled or confused. Relating the video games is being misinterpreted and being related to reality when it shouldnt be. From personal experience, I have witnessed this in my own household. Having deuce younger brothers both very involved in this video game world has brought this issue to my attention.One of my younger brothers isnt very entertained by the violent video games but the older of t he two is. He is at that age where video gaming is what he does on an everyday basis for hours. A lot of these games are violent and although he hasnt physically been involved in any violent activities now, I just hope he isnt involved in them in the future.One thing I have noticed is that he has been getting more aggressive in the sense that hes becoming a little more disrespectful especially towards my parents. Maybe its because he is at the teenage age and going through puberty but something tells me it also has to do with the games he is playing.The fact that both my younger brothers are very involved in sports and one of the two is still very focused on the video games is insane. There has to be other alternatives for him not to be focusing so much on the violence he is playing. Consequently, the violence in video games is affecting our youth in a negative way.There is definitely a parallel between violence in video games and violence outside the video games. Parents can be th e main helping hand in this epidemic by being proactive with their children. They can help find alternatives like engaging their children in things other than playing these video games. Even though some alternatives have not succeeded like restricting time, blocking certain things, removing equipment, etc.there are other powerful options that may have a more profound effect. Being involved in sports at a young age gives the youth many valuable lessons. Another thing is engaging your children in intrapersonal games or activities. Intrapersonal is a term used in education usually referring to multiple intelligences. Intrapersonal learners know how they work best and are usually self-motivated people. This violence in video gaming epidemic has to be more controlled if we dont want our youth to become what they are playing. What would happen if society continues like this?Works Cited Averroes. On the Harmony of Religions and Philosophy. Reading the domain of a function Ideas ThatMatt er.second ed. New York W. W. Norton , 2010. 391-96. Print. Maimonides, Moses. The Guide for the Perplexed. Reading the World Ideas That Matter. 2nded. New York W. W. Norton , 2010. 397-401. Print. Mencius. Mans Nature Is Good. Reading the World Ideas That Matter. 2nd ed. New YorkW. W. Norton , 2010. 94-99. Print. Suzuki, David. The Sacred Balance. Reading the World Ideas That Matter. By MichaelAustin. 2nd ed. New York W. W. Norton , 2010. 427-34. Print. Ward, Michael R. Video Games and Adolescent Fighting. Journal of Law and Economics 53(2012) 611-28. JSTOR. Web. 5 Nov. 2012. http//www. jstor. org/stable/10. 1086/605509.

Forrest Gump Essay Example for Free

Forrest Gump EssayForrest Gump is a picture show whose title is named after its main character, Forrest Gump. The main character is non a fast-witted fellow, who kills time in waiting for the bus by sharing the story of his carriage to anyone who sits with him on a remove in the bus stop. He al counselings re atoms the time when he met Elvis Presley, and likewise when his dear mother died. He shares stories about going to college and how he dealt with his sunrise(prenominal) life in that new environment, and proudly tells strangers about how a scholarship grant has helped him enter college. He recalls stories about him entering the army. As a member of the army, he was sent to Vietnam. From this experience, he returned to his country of origin as a hitman because in Vietnam, he was adequate to save his friends in the army. Since he was able to make himself a hero, he shares to strangers how many presidents of different countries he has already met. He also recalls how he got wealthy by setting up a business. He looks back to the days when he was precise engrossed into professional ping-pong.He is telling people who sits beside him on the bench about his popularity which he got from campaign to and from one country to another, for three consecutive years (McCarthy, 1994). All these stories which Forrest Gump keeps on sharing to strangers seem different from individually other. However, when one takes a better and impendent look at it, the sum of Forrest Gumps stories revolves most jenny ass. Jenny is the one true love of Forrest. He falls in love with this girl so densely that he never notices other girls. He thinks about her every now and then.He is too enamoured with too many thoughts about Jenny. Because Forrest Gumps life is not perfect, he loses Jenny along the way. Everything that Forrest does from that time on was towards finding Jenny. With much perseverance, and also even luck, he was able to find Jenny once again. They reconnect wit h each other. With this reunion, Forrest finds out that he and Jenny have a son together. Jenny, however, was almost dying all through and through the years. He is suffering from a disease which has no treatment or medication.Then again, even after knowing this, Forrest still decides to marry Jenny. After a very short period of time, Jenny dies from the incurable disease. What Forrest did was to raise their son even when Jenny was no longer around. He became a father to his son on his own (McCarthy, 1994). Forrest Gump, in this story, is a very good representation of the genre innocent at large. His snippets of wisdom are very sensible although they are very simple. He is also slow-witted. The way he looks portrays innocence because he is donning a buzz-cut hairstyle.The world around Forrest Gump is undeniably a stressful and a hectic one, but even if he is lifetime in this kind of world, he is still able to look at the world in a good way. He still thinks that the world is a nice place to live in. While Forrest looks very innocent, viewers will still understand and see that he is not completely innocent, and that he also knows things. It simply goes to show that Forrest defies the stereotype of a hero. Heroes are expected to be man enough, to be smart, fit and almost perfect. Forrest still managed to be a hero despite all his imperfections.Jenny, on the other hand, was the opposite of Forrest. While she knew a lot about the world and was rich with experiences, she is constantly confused. She hooks up with boys she still knows she does drugs, and battles thoughts and attempts of suicide. She only decides to settle down with Forrest when she was almost dying, and this time, she sounded and acted more matured. Again, she defies the stereotype of smart people making smart decisions, since Jenny, being knowledgeable, being the women who taught Forrest how to read and write, is the same adult female who always creates poor decisions (McCarthy, 1994).As a reader, it is easy to relate with Forrest Gump because there are times when wishes and dreams are achieved even without the conventional way of reaching it. It tail assembly be related to the many times people do not believe in what I git do or what opinions I am capable of making. It can also be as simple as doing everything in my power to buy my dream pair of shoes, or the book I have been meaning to read for the longest time, and even when getting them seems im practicable, I end up having them land on my hands.The movie discussed many things about family, wedlock and society. Throughout the entire film, we can see that Forrests mother is very supportive of him. She supported him even though a lot of people think that he has no future with his IQ that is below average. She pushed him to do normal things despite what other people say. She even went as far as to entertain the indecorous wishes of the teach principal just so Forrest can enter school. In all these examples, the role of the mother as a family member who supports other members is intelligibly shown.The film also explored the family theme in Lieutenant Dans determination to follow in the footsteps of his ancestors who died in battle. Lieutenant Dans only wish is to be killed in challenge and nothing else. This reflects the tendency of members of a family to follow the choices in life of fellow members. However, Lieutenant Dan failed to follow the footsteps of his ancestors because he was saved by Forrest. Marriage is discussed in the movie in the scene where Forrest proposes to marry Jenny. Forrest made it clear that she loved Jenny despite the fact that he is not a smart man. Upon learning that he has a child that also has his name, Forrest also gladly assumed the role of a father even though his intelligence is below average. In addition, Forrest and Jenny got married even if Jenny is already dying. These events show that marriage should be founded on the responsibility of each member and their love for each other (McCarthy, 1994). nine was also discussed in the film because it was shown that Forrest had to go through many challenges as he tried to accomplish things that normal people accomplish.His classmates didnt like him in the school bus and he was always bullied in school. His classmates even chased him with their pickup truck. Forrest was able to break through the challenges that society presented though through his talents and skills. Since he can run very fast, Forrest was able to go through college with a scholarship for anticing football. His talent in ping-pong also allowed him to go to China and play with their leader. In the military, his fast rifle assembly skills made him look good in the eyes of his commander.While these instances are exaggerated, they do make it clear that it is possible to be accepted by society if you willingly share your talents and skills to other people. Critics absolutely love Forrest Gump. It sparked intense debate among critics about whether the film was promoting conservative or liberal values. Roger Ebert praised Eric Roths screenplay and Tom Hanks acting. Some critics though, did not like film. Entertainment Weekly and The New Yorker said that the film reminds them of Disney because the film tends to reduce history to a non-white theme park.Currently though, the film is considered a classic among many film critics. Forrest Gump is also rated very high in various movie review websites (McCarthy, 1994). I love the film because it is very touching and deep but is still interesting and funny. Forrest Gump is very inspirational because he achieved so many things in life despite the fact that he has a very low IQ. Its not only Forrest though who made his victories and successes possible but also the people around him his mother, Bubba, Lieutenant Dan, and even Jenny.This shows that society also works to help us achieve our goals no matter what our skills are. I also like the film because it went through a lo ng part of the United States history but it presented it in a comedic and sarcastic way. Since Forrest does not know the real depth of the issues that surrounds him, history looks little serious people would normally think. The film gives the impression that everything that has happened to the world, including the Vietnam War, can be viewed as ridiculous and probably unnecessary. Bubba died needlessly in battle just because he had to serve in the war.His dreams ended just like that and Forrest was willing to accept the death of his friend. Forrest Gump is a great movie that everyone must watch. If you want to dig deep into the emotions of people and the issues of society, this is an excellent film to watch. Truly, Forrest Gump is a classic that entertains and educates its viewers. Reference McCarthy, T. (July 11, 1994). Forrest Gump. Variety Online Magazine. Retrieved 18 December 2008 http//www. variety. com/index. asp? layout=Variety100reviewid=VE1117487968content=jumpjump=reviewc ategory=1935cs=1p=0.

Cryptographic Techniques For Network Security Cryptography Computer Science Essay

Cryptographic Techniques For Network Security Cryptography Computer Science EssayThe rapid g rowth of electronic communication means that issues in information security are of increasing practical importance. Message exchanged over worldwide ordinaryly accessible computer networks must be kept confidential and protected against manipulation. Cryptography provides solutions to all these problems. Cryptography, a word with Greek origins means secret writing. We utilise the term to adjoin to the recognition and art of transforming messages to make them secure and immune to beleaguers. Cryptography is the practice and study of hiding information. In modern times, cryptography is considered to be a weapon of both mathematics and computer science, and is affiliated closely with information theory, computer security, and engineering. Cryptography is wont in applications present in technologically advanced societies parts entangle the security of ATM cards, computer passwords, el ectronic commerce, which all cypher on cryptography.SECURITY GOALSAvailabilityIntegrityConfidentialitySecurity goalsCONFIDENTIALITYConfidentiality is probably the most common manifestation of information security. We need to protect our confidential information. An musical arrangement need to guard those malicious actions that endanger the confidentiality of its information. In the military, concealment of sensitive information is the major concern. In industry, hiding just about information from competitors is crucial to the operation of the organization. In banking, customers account need to be kept secret. Confidentiality non sole(prenominal) applies to the storage of the information, it also applies to the transmittal of information. When we send a segment of information to be stored in a remote computer or when we retrieve a piece of information from a computer, we need to conceal it during transmission.INTEGRITYInformation needs to be changed constantly. In a blank, w hen a customer deposits or with draws money, the balance of her account needs to be changed. Integrity means that changes need to be done yet by authorized entities and through authorised mechanisms. Integrity violation is not necessary the go forth of a malicious act an interruption in the system, such as a power surge, may also create unwanted changes in some information.AVAILABILITYThe third component of information security is availability. The information created and stored by an organization needs to be available to authorized entities. Information is useless if it is not available. Information needs to be constantly changed. Which means it must be accessible to authorised entities. The unavailability of information is just as harmful for an organization as the lack of confidentiality or integrity. Imagine what would happen to a bank if the customers could not access their accounts for transactions.SECURITY SERVICESIt is easy to relate one or more of these services to one or more of the security goals. It is easy to see that these services stimulate been designed to prevent the security attacks that we amaze mentioned. info confidentialityIt is designed to protect data from disclosure attack. The service as defined by X.800 is very broad and encompasses confidentiality of the whole message or part of a message and also protection against traffic summary. That is, it is designed to prevent snooping and traffic analysis attack.Data integrityIt is designed to protect data from the modification, insertion, deletion, and replaying by an adversary. It may protect the whole message or part of the message.Au thusticationThis service provides the authentication of the party at the other end of the line. In connection orientated communication, it provides authentication of the transmitter or receiver during the connection establishment. In connectionless communication, it authenticates the source of the data.Non repudiationNon repudiation services protect s against repudiation by either the sender or the receiver of the data. In non repudiation with proof of the origin, the receiver of the data stub later prove the identity of the sender if denied. In non repudiation with proof of delivery, the sender of data can later prove that data were delivered to the intended to the intended recipient.Access controlIt provides protection against unauthorised access to data. The term access in this definition is very broad and can involve reading, writing, modifying, executing programs, and so on.CRYPTOGRAPHIC TECHNIQUESSYMMETRIC KEY ENCRYPTIONIt is also called as secret chance upon cryptography is a cryptographic technique where the two parties share a secret name. Data are work outed and rewriteed victimisation the uniform key. The sender encrypts data development the key. Once transmitted, the receiver should use the same key to interpret the message.CUsersmadhuDesktopsyymm.PNGFigure 1. Symmetric encryption algorithmic programSymmetri c encryption is computationally fast, center that it can occur in real time on content that is unknow previously. All securely transmitted live traffic today is encrypted using symmetric encryption algorithms for example such as live telephone conversation, streaming video transmission, high speed data link. unsymmetrical Key encryptionIn asymmetric key encryption, different keys are used for encrypting and decrypting a message. The asymmetric key algorithms that are most useful are those in which uncomplete key can be made public while the other is kept secure. in that location are some distinct advantages to this public-key-private-key arrangement, practically referred to as public key cryptography the necessity of distributing secret keys to a large numbers of users is eliminated. And the algorithm can be used for authentications as well as for cryptography. Asymmetric see algorithms are based on heavy mathematical operations, thus they are not efficient at processing large blocks of data. They are often used to safely exchange small session keys.CUsersmadhuDesktopasymm.PNGFigure 2 Asymmetric Encryption AlgorithmCryptanalysisAs cryptography is the science and art of creating secret codes, cryptanalysis is the science and art of breaking those codes. In addition to studying cryptography techniques, we also need to study cryptanalysis techniques. This is needed, not to break other peoples codes, but to learn how vulnerable our cryptosystem is. The study of cryptanalysis helps us create better secret codes. There are four common types of cryptanalysis attacksCryptanalysis attackChosen nil school textChosen plaintext cognize plaintext imaginetext onlyFigure 4 cryptanalysis attacksCiphertext Only AttackIn goose eggtext only attack, eve has access to only some opine text. She tries to feel out the corresponding key and the plain text. The assumption is that eventide knows the algorithm and can intercept the cipher text. The cipher text only attack is the most probable one because Eve needs only the cipher text for this attack. To thwart the decryption of a message by an adversary, a cipher must be very resisting to this type of attack. Various methods can be used in ciphertext only attack. wight make attackIn the brute force method or utter(a) key search method, Eve tries to use all possible keys. We make bold that Eve knows the algorithm and knows the key domain. Using the intercepted cipher, Eve decrypts the cipher text with every possible key until the plain text makes sense. Using brute force attack was a difficult task in the past it is easier today using a computer. To prevent this type of attack, the number of possible keys must be very large.Statistical attackThe cryptanalyst can benefit from some inherent characteristics of the plain text language to launch a statistical attack. For example we know that the garner E is the most frequently used garner in English text. The cryptanalyst finds the mostly used characte r in the cipher text and assumes that the corresponding plain text character is E. After finding a few pairs, the analyst can find the key and use it to decrypt the message. To prevent this type of attack, the cipher should hide the characteristics of the language.Pattern attackSome ciphers may hide the characteristics of the language, but may create some patterns in the ciphertext. A cryptanalyst may use a pattern attack to break the cipher. Therefore, it is important to use the ciphers that make the ciphertext look as random as possible.Known Plaintext AttackIn a known plaintext attack, Eve has access to some plain or ciphertext pairs in addition to the intercepted ciphertext that Eve wants to break. The plain or ciphertext pairs bring on been collected earlier. Alice has sent a secret message to bob, but Alice later made the contents of the message public. Eve has kept both the cipher and the plaintext to use them to break the next secret message from Alice to Bob, assuming that Alice has not changed her key. Eve uses the relationship between the previous pair to analyze the current ciphertext. The same methods used in the ciphertext-only attack can be applied here. This attack is easier to implement because Eve has more information to us for analysis. However, it is less belike to happen because Alice may have changed her key or may have not disclosed the contents of any previous messages.Chosen Plaintext AttackThe chosen plaintext attack is analogous to the known plaintext attack, but the plaintext or ciphertext pairs have been chosen by the attacker. This can happen, for example, if Eve has access to Alice computer. She can choose some plaintext and intercept the created ciphertext. Of course, she does not have the key because the key is normally embedded in the software used by the sender. This type of attack is much easier to implement, but it is much less likely to happen.Chosen Ciphertext AttackThe chosen ciphertext attack is similar to the chosen plaintext attack, except that the Eve chooses some ciphertext and decrypts it to form a ciphertext or plaintext pair. This can happen if Eve has access to Bobs computer.TRADITIONAL CIPHERSWe can divide traditional symmetric key ciphers into two broad categories substitution ciphers and transstance ciphers. In a substitution cipher, we step in one symbol in the cipher text with another symbol in a transposition cipher, we reorder the position of symbols in the plaintext.Substitution ciphersA substitution cipher replaces one symbol with another. If the symbols in the plaintext are rudimentic characters, we replace one character with another. For example, we can replace letter A with letter D, and letter T with letter Z. If the symbols are digits (0 to 9), we can replace 3 with 7, and 2 with 6. Substitution ciphers can be categorized as either monoalphabetic ciphers or polyalphabetic ciphers.Monoalphabetic ciphersWe first discuss a group of substitution ciphers called the monoalphab etic ciphers. In monoalphabetic substitution, a character in the plaintext is always changed to the same character in the ciphertext regardless of its position in the text. For example, if the algorithm says that letter A in the plaintext is changed to letter D. In other words, the relationship between letter in the plaintext and the ciphertext is one to one. modelling we use lowercase character to show the plaintext we use the uppercase characters to show the ciphertext. The cipher is probably the monoalphabetic because both 1s are encrypted as 0s.Plaintext hello ciphertext khoorCaesar cipherCaesar cipher is a special case of substitution techniques wherein apiece alphabet in a message is replaced by an alphabet three places down the line. Caesar cipher is susceptible to a statistical ciphertext only attack. Julius Caesar used this additive cipher to communicate with his officers. For this reason additive ciphers are referred as Caesar cipher. Caesar cipher used a key of 3 for his communications.PabcdefghijklmnopqrstuCABCDEFGHIJKLMNOPQRSTUV01234567891011121314151617181920vwxyzVWXYZ2122232425For example let the message hello is encrypted with the key of 15. consequently all the characters in the ciphertext will be shifted from 15. hence the answer ishello= WTAADMathematicallyC (ciphertext) = (P+K) mod 26 (K= key)P (plaintext) = (C-K) mod 26To encrypt message helloPlaintext h= 7 encryption (7+15)mod 26 C= 22= WPlaintext e= 4 encryption (4+15)mod 26 C= 19= TTo decrypt WTAADCiphertext W=22 decryption (22-15)mod 26 P= 7=hCiphertext T=19 decryption (19-15)mod 26 p= 4=eCryptanalysisCaesar ciphers are vulnerable to ciphertext only attacks using exhaustive key searches (brute force attack). The key domain of the Caesar cipher is very small there are only 26 keys. However, one of the keys, zero, is useless (the ciphertext is same as the plaintext). This leaves only 25 possible keys. Eve can easily launch a brute force attack on the ciphertext.Caesar cipher using cry ptool running(a) the same example using cryptool, first of all, to acquaint ourselves with the Caesar encryption algorithm we will open a document, encrypt it and then decrypt it again. We will then try to get the computer to work out the key with which a plaintext is encrypted.This plaintext document is encrypted using the Caesar encryption algorithm by selecting the menu crypt/decrypt.CUsersmadhuDesktopcaseaer 5.PNGThen the following dialog box appears. The key we enter is the number 15. Additionally, we change the options how to interpret the alphabet characters. The first alphabet character is slew to 1 (if we set the character to 0 and use A as key, then the resulting ciphertext is the same as the plaintext).CUsersmadhuDesktopcaesar 3.PNGClicking on the Encrypt liberation opens a new window that contains the encrypted text. It becomes apparent that the letters have been shifted by 15 positions. So the word hello, is now wtaadCUsersmadhuDesktopcaeser 6.PNGThe plaintext versio n of this encrypted document can now be obtained by selecting crypt/decrypt again. In this dialog box which appears we now enter the key with which the document was encrypted (15). This time it has to be decrypted so decrypt button must be selected. Now the next step is to find the key using cryptanalysis. The plaintext window is made active by clicking on it. Now the entropy is selected via the menu pickaxe summary/General/Entropy)CUsersmadhuDesktopentropy.PNGNow the frequency statistical distribution of the letters is mensurable.The histogram of the encrypted document letter frequencies have been shifted by 15 positions. That means the encryption algorithm is not secure. Moreover Z shifts the text by 26 positions so that the encrypted text is actually identical with the unencrypted text. Hence there are really only 25 keys.The Caesar encryption algorithm can be broken easily by a ciphertext only attack. To perform such an attack, restore the window containing the encrypted text to the window and select Analysis/ciphertext only/ Caesar. The text will automatically be analyzed.By analyzing the superposition it is possible to discover the key which was used to encrypt this document. In this case it was the letter P.When the decrypt button is clicked the plaintext appears, i.e. the text that has been decrypted with the key p that was discovered. So the cryptool successfully assemble the key with which the document has been encrypted.CUsersmadhuDesktopcaesar 8.PNGAnalysis of Caesar CipherAdvantagesVery easy to useThe encryption and decryption can be done very quicklyDisadvantagesThe encryption and decryption algorithms are knownThere are only 25 keys to tryThe language of the plaintext is known and easily recognizable.ApplicationsIt was used biblical times can be found on the back of Mezuzah where it encrypts the name of the god.During the First World War the Russian army used this method to relay messages to troops.It is used as an application in the Android version 1.4.0Polyalphabetic CipherIn polyalphabetic substitution, each occurrence of a character may have a different substitute. The relationship between characters in the plaintext to a character in the ciphertext is one-to-many. For example, a could be write in codeed as D in the beginning of the text, but as N at the middle. Polyalphabetic ciphers have the advantage of hiding the letter frequency of the underlying language. Eve cannot use single letter frequency statistic to break the ciphertext.To create a polyalphabetic cipher, we need to make each ciphertext character dependent on both the corresponding plaintext character and the position of the plaintext character in the message. This implies that our key should be stream of subkeys, in which each subkey depends in some way on the position of the plaintext character that uses that subkey for encipherment. In other words, we need to have a key stream k= (k1,k2,k3.) in which ki is used to encipher the ith character in the p laintext to create the ith character in the ciphertext.Playfair CipherPlayfair cipher is the example of polyalphabetic cipher. The secret key in this cipher is made of 25 alphabet letters arranged in a 55 matrix (letters I and J are considered the same when encrypting). Different arrangements of the letters in the matrix can create many different secret keys. One of the possible arrangements is shown belowLGDBAQMHECURNI/JFXVSOKZYWTPBefore encryption, if the two letters in a pair are the same, a simulated letter is inserted to separate them. After inserting bogus letters, if the number of characters in the plaintext is odd, one extra bogus character is added at the end to make the number of characters even.The cipher uses three rules for encryptionIf the two letters in a pair are located in the same row of the secret key, the corresponding encrypted character for each letter is the next letter to the right in the same row (with wrapping to the beginning of the row if the plaintext l etter is the last character in the row).If the two letters in a pair are located in the same row of the secret key, the corresponding encrypted character for each letter is the letter beneath it in the same column (with wrapping to the beginning of the column if the plaintext letter is the last character in the column).If the two letters in a pair are not in the same row or column of the secret, the corresponding encrypted for each letter is a letter that is in its own row but in the same column as the other letter.The playfair cipher meets the criteria for a polyalphabetic cipher. The key is a stream of subkeys in which the subkeys are created two at a time. In playfair cipher, the key stream and the cipher stream are the same. This means that the above mentioned rules can be thought of as the rules for creating the key stream. The encryption algorithm takes a pair of characters from plaintext and creates a pair of subkeys by following the above mentioned rules. We can say that the key stream depends on the position of the character in the plaintext. attitude dependency has a different interpretation here the subkey for each plaintext character depends on the next previously neighbour.If P= P1, P2, P3C= C1, C2, C3.K= (k1, k2), (k3, k4) Encryption Ci = kiDecryption Pi = ki event keyword is PLAYFAIRPLAYFIREXMBCDGHJKNOSTUVWZENCRYPT hide the gold undergroundplaintextHIDETHEGOLDUNDERGROUNDciphertextBMNDZBXDKYCVVNXECXKWVNDECRYPT DMYRYKEVGHWGNGPXMciphertextDMYRYKEVGHWGNGGPXMplaintextHELXLOANDGOXODBYEXMessage how-do-you-do and Goodbye.Cryptanalysis of a Playfair CipherBrute force attack on a playfair cipher is very difficult. The size of the key domain is 25 (Factorial 25). In addition, the encipherment hides the single letter frequency of the characters. However, the frequencies of diagrams are preserved. So a cryptanalyst can use a ciphertext-only attack based on the diagram frequency test to find a key.Analysis of playfairAdvantagesThe main advantage of the syst em is it robs a cryptanalyst as they are no longer looking for hap encoding as in an letter e can be encrypted as different letter each time.Playfair was long time considerably unbreakable.There are 26 letters so it is 26*26=676 diagrams which are quiet difficult to break.DisadvantagesStill leaves much of the language structureFrequency distribution of lettersFew 100s of ciphertext letters are enough for cryptanalysis.ApplicationsPlayfair cipher was used by British army during World War 1.When John F. Kennedys PT-109 was sunk by a Japanese controlled plum pudding island and was able to send an emergency message in playfair from an allied coast watchers hut to arrange the rescue of the survivors from his crew.Playfair crossword puzzle by Beetlejuice is an example puzzle using playfair as a gimmick.Vigenere CipherVigenere cipher made an immediate success as a field cipher. This type of polyalphabetic cipher was designed by Blaise de Vigenere, a sixteenth century French mathematician . A vigenere cipher uses a different strategy to create the key stream. The key stream is a repetition of an initial secret key stream of length m, where we have 1P= p1p2p3..C= c1c2c3K= (k1,k2,k3km),(k1,k2,k3km),Encryption Ci= Pi+Ki Decryption Pi= Ci-KiOne important difference between the vigenere cipher and the other polyalphabetic ciphers is that the vigenere cipher key stream does not depend on the plaintext characters it depends only on the position of the character in the plaintext. In other words the key stream can be created without knowing what the plaintext is.Example mathematicallyShe is listening this message should be encrypted using the keyword PASCAL.plaintextsheislisteningP values187481811818194138136key150182011150182011150C values77221018222318116131926CiphertextHHWKSWXSLGNTCGAnother way to look at viginere ciphers is through what is called a Vigenere Tableau. The first row shows the plaintext character to be encrypted. The first column contains the characters to be used by the key. The rest of the tableau shows the ciphertext characters. To find the ciphertext for the plaintext she is listening using the word pascal as the key, we can find s in the first row, p in the first column, the cross section is the ciphertext character H. We can find h in the first row and A in the second column, the cross section is the ciphertext character H. The same method should be followed until all the ciphertext characters are found.CUsersmadhuDesktoptable.PNGVigenere TableauCryptanalysis of Vigenere CipherVigenere ciphers do not preserve the frequency of characters. The cryptanalysis here consists of two parts for finding out the length of the key and finding the key itself.several(prenominal) methods has been devised to find the length of the key but one method called kaisiski test, the cryptanalysis searches for repeated text segments, of atleast three characters, in the ciphertext. Suppose that two of the segments are found and the distance between them is d. The cryptanalyst assumes that d/m where m is the key length. If more repeated segments with distances d1,d2,d3.dn then gcd (d1,d2,d3,..dn)/m. This assumption is logical because if two characters are the same are k*m (k= 1,2,) characters part in the ciphertext. Cryptanalyst uses segment of at least three characters to avoid the cases where the character in the key are not distinct.After the length of the key is found, the cryptanalyst uses the idea of dividing the ciphertext into m different pieces and applies the method used to crypt analyze the additive cipher, including the frequency attack. Each ciphertext piece can be decrypted and put together to create the whole plaintext.Vigenere Cipher Using CryptoolTo perform vigenere cipher encryption a new document is unfastened and then the encryption and decryption is performed.CUsersmadhuDesktopvin1.PNGThis plaintext document is encrypted using the vigenere encryption algorithm by selecting the keys crypt/decrypt/vigenere followin g which another dialog box appears.CUsersmadhuDesktopvin3.PNGBy clicking on the Encrypt button opens a new window that contains the encrypted text.CUsersmadhuDesktopvin2.PNGThe plaintext of this document can now be obtained by selecting crypt/decrypt/vigenere. In the dialog box which appears then where the key with which the document was encrypted. This time the document is to be decrypted. Therefore the decrypt button must be selected.CUsersmadhuDesktopvin3.PNGBy clicking on the decrypt button the plaintext document appears immediately.CUsersmadhuDesktopvin4.PNGTo find the key with which the document was encrypted. Restore the encrypted document window and then select analysis/ciphertext only/vigenere, following with which the text will automatically be analyzed.CUsersmadhuDesktopvin5.PNGIt is possible to work out the key length from the regular peaks in the autocorrelation. It is correctly calculated at 6 characters.CUsersmadhuDesktopvin6.PNGWhen the continue button is clicked, an other dialog box opens to display the key that has been computed.CUsersmadhuDesktopvin7.PNGBy clicking on the decrypt button the dialog box disappears and another window opens which contains the plaintext.CUsersmadhuDesktopvin8.PNGHill CipherHill cipher is invented by Lester S. Hill. This polyalphabetic cipher divides the plaintext into equal size blocks. The encrypted one at a time in such a way that each character in the block contributes to the encryption of other characters in the block. Hill cipher belongs to the category of ciphers called block ciphers.C1= (+ + ) mod 26C2= (+ + ) mod 26C3= (+ + ) mod 26The encryption algorithm takes m successive plaintext letters and substitute for them m ciphertext letter. The substitution is determined by m linear equations in which each character is assigned a numerical value (a=0, b=1,c=2, ..z=25). This can be expressed in terms of column vectors and matrices= mod 26C = KP mod 26 where C and P are column vectors representing the plaintext and ciphertext. K is the encrypting key.Example for Hill CipherPlaintext pay more moneyKey (K) =C = KP mod 26= mod 26== LNSFor plaintext pay, ciphertext is LNS.The entire ciphertext is LNSHDLEWMTRW. For the decryption of the hill cipher is done using the inverse of the matrix K.Cryptanalysis of Hill CipherCiphertext-only attack on hill cipher is difficult. Even brute force attack on a hill cipher is extremely difficult because the key is an m*m matrix. Each entry in the matrix can have one of the 26 values. At first glance, this means that the size of the key domain is.Secondly the hill ciphers do not preserve the statistics of the plaintext. Frequency analysis cannot be run on single letters, diagrams and trigrams. A frequency analysis of words of size m might work, but this is very rare that a plaintext has many strings of size m that are the same.

Social Advertising: Overview and Analysis

Social advertizing Overview and AnalysisAdvertising is a method of communication workd by companies with the aim of do consumers keener on buying the product promoted. Advertisement according to McNamara (2011) jakes be defined as bringing a product (or service) to the attention of potential and authoritative customers foc enjoymentd on one product hence the plan for one product might be different than that for an other It is thence essential as come up to note that there ar several mediums by dint of which publicize has everyplace the years been carried out through want commercials, signs, direct nails, face-to-face contact, and signs or make up through electronic mails.Social advertising, on the other hand, has been in use for years contrary to the beliefs of more who tend to think and suggest that it is a new and new-fangled idea in the communication sector. The whole idea of loving advertizement is pegged on using the trade and advertizement philosophies to promote wellness and fond issues with an aim of bringing forth a positive change in behavior of a targeted group or troupe in global (Farlex. The Free Dictionary. Computer Desktop Encyclopedia, 2009. Social Advertising). It is widely used by nonprofit and other institutions, such as the Centre for Disease Control and do drugs Free Partnership for America, which has been using and engaging in sociable advertise for m each years to impact the confederation and the world at large.The history of friendly advertising though in America started during the World War II where complaisant advertising was used to inform people on the unfolding and in like manner campaign for the American government. Roosevelt instructed that a War Advertising Council (now the Ad Council) be established, which carried social advertisements on behalf of the government and overly the non-profit organizations like the Smokey Bear campaign. In this way, the American population was kept aw ar of what was g oing on in the society in terms of peoples reaction towards the war and also informed about the happenings in the battlefield. (Chatham University 2009, The Effects of American Advertising and Consumerism.)Technic ally, the term social advertising/marketing was used by Kotler and Zalman in 1971 first in reference to the application of marketing in a bid to solve societal problems (The Philippine Star, 2001). Since marketing had been used to remarkably move market products, it was argued that in the same slew it can be used to move human beings to adopt particular behaviors that atomic number 18 desirable and beneficial to the society.There ar social marketing campaigns that are meant to pick up the trouble areas to the wider society and make us attentive to their causes. Even though bringing the attention of the society to the root of the problem may not cancel change in the attitude of the society and their behavior as these are shaped by habits, interests, feelings, and belie fs (The Philippine Star, 2001) and that is the reason why the social advertising campaigns, in order to be considered effective must transverse the mere hurdle of agitation and education.Social marketing is peculiarly characterized by its emphasis on the non-tangible products and achievement as opposed to the focus of commercial marketing on tangible goods and products. The primary focus is on the public and on understanding what their wants and involve are, earlier than twisting them to fit into what we throw off like in the commercial marketing model.In a nutshell, social advertising basically tells the individual(a)/group to coerce a new behavior, decline a probable influence/behavior, change a current behavior and discard an old behavior.On a personal level, I am very sensitive to social problems and humanitys future challenges, thats why I find sociological topics very interesting. I was very driven also to combine my problem and management knowledge concerned with adver tising. Nowa daytimes, advertising has a vital role in our lives since we can find it al close to everywhere In business terms, advertising is the main point of the marketing mix. The marketing mix comprises the elements used by firms to satisfy as effectively as possible the needs of their customers, such as by product, by price, by promotion and by place.United States seems to be a very good spokesperson to examine since its advertising sector is on consistent growth with estimations exceeding $300 billion spend on advertising for 2010 (Tns-mi.com, 2007). A country that competes and provides its marketing features in an global market, (through internet for example) can then be assumed that is a trend-setter for world wide phenomena and may lead to behavioural changes not only for domestic viewers.Hence, the main aim of this extended essay is to explore the extremity to which social advertising is pervasive in the United States, by exploring its magnitude of application in diff erent facets of the American society.Characteristics of social advertisingThe social advertisements distort to put forth advertisement formats that go out capitalize on the social perception and prospect of the viewer (Pharma Marketing, 2010). This is in contrast to the traditional advertising that was non-social and was based on the details known about the individual whereas the social advertising is aimed at the individual users existing and potential network.It is the capitalization on the perceptions of the viewer that make social advertising to be the first of its kind to take systematic leverage over the traditionally offline potentiality, such as friends recommendations, peer influence and pressure and other manifestations of peer influence (Pharmaceutical Marketing Network, 2011 Social Advertising on Facebook). This makes it more ordinary and used by many more each waking day.The social advertising repeats the content over and over within very short condemnation unlike the traditional advertising that were timed and limited to the peak times when it is felt they can generate more influence and impact. The social network will treat the viewers to timely and repeated transmissions at staggered intervals (Compass Labs, 2010).The social advertisements have also acted as referrals that are trusted by many people and this gives even more evidence that people can influence other people. The social advertising takes advantage of the fact that it is no longer a paradigm of what heart and soul is sent to the wider viewer platform but that which is shared among friends and social advertising sets out to explore these social trends to develop a new type of advertising system (Bloomerg Businessweek, 2007).The advertisers are hence constantly searching for ways to reach out to numerous social networks which compels them to look at advertising networks to push through their custom content and applications. This makes them come up with interactive advertisements or contextual advertising. (Digital Signage Today, 2011)To get a deeper understanding of the idea of social advertising, it will be deserving taking a look at a few examples of these advertisers and the advertisements as well and see what they deal in.The various social advertising that we face day to day includes those that push us to accept new behavior like Wear a life vest while in the boat or those that encourage us to reject potential prejudicious behavior like pregnant women should avoid alcohol to escape possibilities of defects to the unborn child.There are those social advertisements that aim to modify a current behavior like parents to wear seat belts as a role model in order to compact injuries in case of an mishap and those that target to help one abandon old behaviors, like quitting smoking to reduce chances of cancers or birth defects. These are any(prenominal) of the social advertising that we come across on a very regular basis.Some of the features that are co mmon with most if not all social advertising are that they are non-commercial and solely aimed at societal welfares. They are also performed by governments, large corporate organizations or NGOs. They are as well related to the peoples attitude and enlist the use of big names that are popular among the targeted society or group.Techniques of social advertisingIn the world of social advertising, there are numerous techniques that are employed by the parties involved. The mediums to be used are endless depending on the targeted audience and viewers and what is easily kind to them. Wall murals, billboards, flyers, street furniture, cards, radio, television, mobile phone screens, human billboards, newspapers, shopping carts, bus sides, planes, web banners, rooftops, stickers, back of tickets and many more places have been used by the social advertising to pass across their message and point (thoughts.com, 2011).Lately, there have been tendencies of more and more social advertising goin g to the World Wide clear which is a recent discovery as compared to the others. It is a very influential medium since once an advert is uploaded onto the website, the message and pictures cam be seen throughout the world.The other recent mode is the digital signage. It is a force to reckon with in the field of advertisement. The digital signage gets into close touch with the targeted viewers and explores the interactive nature of human beings. They are also easy to dominance with precision as to what to display and for how long and how often. This makes the message to be relevant to the audience at all times and varying places. These are used in supermarkets, restaurants and even street corners. (Digital Signage Today, 2011).The other recent technique that the social advertising uses is the E-mail phenomenon, which is equally a recent trend as the digital signage. More often this happens in the form of unsolicited nails that contain the social motivator or message intended to be passed across. (Majon International, 2010).From the preceding(prenominal) techniques, it is apparent that the social media has struck favor among the users due to its simplicity to use and the relevance in content and timeliness. For instance, it is easier to create an advertisement page on Facebook than most social media. As a matter of fact, it takes few minutes to do it, after which you can get suggestions instantly of target groups and how you can get networked with them, as well as tutorials on how to make your advertising page look better (Fortune, 2010).Effects of social advertising on the American societyHaving seen that the society at large is highly dependent on the social media and it is on these social networks that the social advertising has turned to it is necessary to look at the extent to which the society today has been affected by the medium of transmission and the content of social advertising.The underlying fact about social advertising is that it aims at res ervation a positive impact on the society in general it is the drive to see a better society that makes the foundation and core business of the organizations involved in social advertisements.It has been seen that the techniques used in promoting profitable goods and services can as well be used for information purpose, educate and motivational aspect to the public about issues of public interest like human immunodeficiency virus/AIDS, energy conservation, politics and political trends, deforestation and many more social issues.Since advertising is an influential education means that is capable of not only reaching but also motivating vast audiences, its proper use is bound to pass water some desirable answers and this is the only level at which we can confidently say that the advertising has helped or is significant in human life. As Howard Gossage is right referred to by David Ogilvy in Education Line (2009), Advertising justifies its existence when used in the public interest- it is much too powerful a tool to use solely for commercial purposes we are persuaded that in as much as advertising is being used for commercial supremacy, there is room for social messages to be propagated by the same medium. Other terms that are interchangeably used to refer to using sophisticated advertisement modes to influence the society towards good moral philosophy are non-commercial advertising, cause marketing, public service advertising, public interest advertising or social marketing.HealthOne of the most fundamental things that social advertising aim at is health. Most of the earlier advertisements were focused on advising the audience on what foods to eat, the correct type of diet when under different conditions. By use of mass media like the radio, internet, newspaper and TV, health tips and information can be disseminated to a vast audience at the same time. The ideas about how to quit smoking, scrap addicting to junk food that contains too much sugar or calories can be effectively passed on here (Barrie et al, 2005).Drug abuseSocial networks like Facebook have highly influenced many youth concerning drug abuse and consumption of alcohol. The advertisements have time over and over targeted the youth to inform them about the harmful nature of drugs and alcohol. The social advertising has enabled them to register online into small voluntary groups and freely share their ideas on drugs. Since it is a virtual thing and no one sees the other, the members of these teams are free to discuss anything that can help stop them or friends from drug abuse hence producing a cleaner American generation. (Media Campaign, 2009).A good example of social advertising venture is the National Youth Anti-Drug Media Campaign (NYADMC), which is almost the largest social marketing team that utilizes the service of mass media to deliver drug legal profession messages and information. For instance, NYADMC embarked on what they called prescription drug initiative whic h was targeted at increasing parents awareness of prescription drug abuse and effectively equip them with information that would help the parents control the supply of prescription drugs (Media Campaign, 2009).Community policingIt is noteworthy that social advertising has moved out of the hitherto known domain of health issues alone into various other fields, necessitated by change of events in the coetaneous society. Social marketing has enabled community policing to run smoothly in many parts of the USA. It enables the security sector to lead extensively with the citizens and obtain valuable feedback hence helping in crime prevention and behavior change through the various police schedules (Stephan, 2009). It is through such initiatives that crime in the USA can be effectively driven out.HIV/AIDSHIV/AIDS is a scourge that has ravaged many societies in the whole world and particularly the third world. Here in the USA the effects are not very profound but comfort felt. It is ther efore a responsibility of the social media to update the Americans about the effects of the scourge, the prevention, and care for the infected and any new information that may come up as medical research progresses.This milestone in handling HIV/AIDS has been achieved by a very wide proportion. In fact, Nilimaa (2004) agrees that the objective of advertising for a large number of nonprofit organizations is to be persuasive, and both persuasive and informative approaches may be included. He acknowledges that social advertising has a of import part in the society toward elimination of HIV/AIDS. The American population has been a beneficiary of the same, since the media is central in the campaign and sensitization about HIV/AIDS thanks to the social advertisements by NGOs.Social discriminationThere have been quite a number of social advertisements that are also adapt towards disapprove any acts of social discrimination, encouraging cohesion of the whole USA and prevention of inequal ity of any form towards all Americans. The social marketing techniques strive to prevent any recurrence of the past history of discriminatory acts whether at social amenities, public institutions, places of work, government offices and any other shared amenities. (The Online Institute, 2011). The UNDP Belarus (2004) set up projects in various parts of the world fighting discrimination of all types and one of the major ways is through social advertisements.Road safeguardThe safety of each and every American who walks out of his house each time and gets to the road is a priority of the government and all other stakeholders. This safety begins from the accident free drives to carjacking prevention. The issue of roadside pedophilia has also threatened the American security a number of times where the pedestrians and their children are the victims.The road slaughter is on the rise during the holidays and it is at this time that more social adverts on road safety are flashed on the TV s creens more often discouraging drunken driving, speeding, careless stopping in the woods, cautious driving and all the haveing trail of group members, car poling and so on (BT, 2003). These are meant to go a long way in curbing the rampant accidents that may emerge during the busy festive seasons.Environmental careAs a result of global warming, the environment has become everybodys business. It is no longer an issue that can be left on the shoulders of the governments of the countries of the world to handle. NGOs, corporate organizations and environmental groups have all lined up to help salvage the environment from the constant but certain escalation of global warming. The social advertisements will come in handy in this scenario as well. Indeed OMRON (2011), believes that one of the best ways to realize a sustainable society is to proactively undertake environmental conservation activities and share the results and plans with stakeholders through a variety of media, thereby promo ting communication with them. They rely on the social media to carry out their social advertisements in ways of conserving the environment for the future generation. Americans will benefit from such techniques and implement them to sustain an environment that is inhabitable and a better America for tomorrow.CorruptionAmerica has seen a number of corruption cases be they in inflation of bills, irregular tender awards, banking sector under deals, procurement process flouting and much more. Very few have gone unnoticed, but majority are identified and made public to the relevant authorities. For us to bring up a generation that has integrity and impeccable character there is need to keep corruption in check to the best limits available and this is where America has successfully employed the technique of using media as a way of social advertisement or campaign against the vice. (World Bank Institute, 2011).Advertisers Social ResponsibilityThe prerequisite to any society to cohesively ex ist is the cordial relationship among its members. Without the harmony that keeps the society glued together, the society will crumple in its basic structure and be no more. Hence, all the viable institutions in the society have a duty to preserve the harmony through appropriate stewardship of those under it. In the bid to uphold this harmony, integrity and honesty, adherence to generally a voracity upon ethical standards, availability to offer aid to various segments of the society and being cautious with respect to the privacy of each society member are the key issues to be considered by social advertisers. (Brand Republic, 2010).Advertising holds a central place in developed countries, contributing immensely to their economic growth. Hence, it is so influential that it can as well affect the results of a political contest. With such powers in the hands of advertising, what comes with it the responsibility which lies in the hands of the sponsors, creators, producer, buyer and ev en seller of the advertisement, to maintain the maximum ethical standards that support the wide-cut society and contribute to its economic growth.In the USA, the advertisement sector falls in the wider business community that immensely contributes to the growth of the nation as one. It is therefore significant for this sector to play its part in the maintenance of order, respect to the society, and generally contribute to making the community better day by day.American advertisers have kept their bar above the rest and formed the American Advertising Federation (AAF) which represents the sector in the USA and acts as the unifying junction for advertising (AAF, 2011).The AAF will act as a unifying factor for all the involved parties in the advertising company and as well fork over them with the ethics of advertising. Social advertising is not an exception to these rules. Social advertisers have to follow the ethics guiding the advertising industry, so as to avoid any disharmony in the industry.ConclusionIn as much as the social marketing deals only with behaviour change, social advertisers will still have to stick with by the rules of advertising in putting up their advertisement be they in placard forms, flyers, newspaper, roadside billboards, TV adverts or radio since they uphold to be as influential as any other commercial advertisement. If these ethics are not followed then the only replacement that they could have is greed as explained by Wallace et al (2007), which in turn will lead to a downturn in social cohesion and lead to losses be it in profits or valuable human lives.In general, the American society enjoys a relatively harmonious advertising environment, though there are a few uncertain areas as to ethics, which centre mainly on the commercial advertising. Social advertising has maintained a relatively upright and authoritative trend through the years.Social advertising has seen the society gain from the pool of knowledge that there is and has had a relatively timely and profitable updates on the challenges of contemporary society. Hence, we can conclude that its positive impact on the American society will help it become an even more popular way of sack social messages to the wider American society with a view to instilling positive behaviours in people.

Customer Perception Towards The Japanese Automobile Marketing Essay

Customer Perception Towards The Japanese Automobile Marketing EssayLITERATURE REVIEW2.0 launchingThe purpose of this study is to investigate the client perception towards Japanese automobile. This chapter reviews the relevant journals and case studies pertaining to gondola gondolary name, features, consumer behavior, reliability and value, and node buy satisfaction. The sources of these literatures obtain from some sources such as ebscohost.com and emeraldinsight.com. Previous experimental findings relating to each construct w convalescent be explored. Next, theoretical supporting that stratum the basis of the current study entrust be provided. In the end, hypotheses and brief definition and for this study ordain be presented. In fact, the historical approaches allow us to realize a richer mode of description and collar (Booth, 2003)This chapter include the proof regarding of the factors that influencing the Malayans in choosing Japanese automobile. As all industries trying to move forward to gain competitive advantage, it is necessary for the political machine manufacturers to know well-nigh the factor such as patsy name, features, consumer behavior, reliability and toll that playing a vital role affecting the customers decision- devising in choosing Japanese automobiles.The automobile pains is considered the single largest manufacturing sector in the world (Turnbull et al., 1992). More than 10 percent of the Japanese and Ameri jakesnister out(a)put and employment atomic number 18 derived from this industry. Its contribution to the European Unions workmanship surplus amounted to ECU22 billion in 1991 (Wells and Rawlinson, 1994). The motor machine industry might be the most outstanding and develop industry in the world with dominated by three forces which is USA, Japan and Europe (Donnely, Mellahi and Morris, 2002).The Malaysia automobile industry can be dividing into 2 stages. The first stage was started from 1960s. At that time, most of the car was imported in Completely Built up (CBU) form (Siti Iswalah Arshad, 2009). After course of instruction 1966, many of the external car manufacturers is import using Completely Knock Down form (CKD), which is import the raw material and assemble in Malaysia. For example, Peugeot was assembled by Asia Automobile Industries Sdn. Bhd. and Nissan cars which assembled by Tan Chong Motors. fit to Siti Iswalah Arshad (2009), the instant stage is from 1984, at that time Malayan build launch the National political machine Project and have own shuffle of the car which is Proton. This program is joint-venture with Japans car manufacturer which is Mitsubishi Motors Corporation. In year 1992, the second national car was built which is Perodua. Nowadays, Malaysian automobiles commercialise sh be was dominated by this two local car.Recvently, Malaysia is one of the biggest car market in ASEAN, chronicle for one-third of gross revenue in the region by volume (Automotive Forecas t World, 2005). Malaysia exhibiting a strong driving floriculture and one of the highest penetration rates of cars per capita in the world (Bonami, 2005). Therefore, there are various stimulatory and protective measures, such as investment incentives, a local content policy, and tariff and non-tariff barriers were implemented to stimulate the education of both local self-propelling and parts exertion (Rosli and Kari, 2008).The automobile plays a virtual role to Malaysian daily life (Momeni and Nazemi, 2009). cor resolve to the result from Malaysian Automotive Association (2010), the total vehicle gross revenue in Malaysia has dropped from 605,156 units in year 2010, surpassing the previous record of 552,316 units achieved in 2005. (Thestar, 2011). The Japanese automobile, Toyota had the third highest sales volume at 91,559 units and this accounted for 15.2 per cent share of the overall industry sales. Toyota has been the leader for the non-national harbors for 20 consecutive y ears in Malaysia and it is adept a challenge tail the national carmaker Proton and Perodua. Non-national makes Honda and Nissan master(prenominal)tained their second and third positions within the non-national car segment. The Japanese car manufacturers which are the Toyota, Honda and Nissan in like manner gain a large market share in Malaysia although Malaysian automobile market is still dominated by Malaysians national car which is Perodua and Proton.The industry of automobile can be seen as an important sector in the world. Especially in Malaysia, this industry is to be entrusting to accomplish the vision 2020 that can let Malaysia become developed outlandish by that time (Siti Iswalah Arshad, 2009). According to Shamini (2008), the imported of the unconnected car also allows the coarse to earn huge taxes which is to protect the market share of the local car.According to Mahidin and Kanageswary (2004), Malaysian local car was protected by Malaysian automotive policy which collects the import taxes for foreign cars to increase their selling charge. Others than that, the local content policy inflexible a minimum value of local parts that automobile producers have to source from local parts suppliers to be assembled in their end automobile units (Rosli, 2006). This record lead cause a big decrease on the competitiveness between the Japanese and local car in Malaysia.Table 1.1 The top 10 total vehicle sales by make (year2010)cusersdarkheavendesktopvehiclesales2001.jpgSources Malaysian Automotive Association (2010)According to Malaysian Automative Association (2010), it shows that the Proton and Perodua have the largest market share and sales in year 2010. The local car market share is more than than 50% of total sales. Besides, Japanese car manufactures Honda and Toyota are among the top competitors for the local car in Malaysia. From the table 1, the overall sales of the Japanese cars increase rapidly from year2009 to year2010. This can consider as a threat for the Malaysian local car.According to Ahasanul et al (2007), distinct customer for study have a different perception when come to decision-making. Sometimes it can be connect to different culture diversity. Malaysia has three major races which are Malay, Chinese and Indian (Krishnan, 2004). Their factor of consideration may be different from early(a) country forward make the corrupt decision. This re search is aim to examine what factors affecting Malaysian to go for Japanese cars in Malaysia automobile market.History of Japanese automobile industryTheJapaneseautomotive industryis one of the most prominent industries in the world and has grown constantly over a long time and has finally surpassing U.S. auto industry as number one producer of cars in world at 2006, according to a recent survey by the International constitution of Motor Vehicle Manufacturers. (Kyodo News, 2007). Major manufacturers of cars in Japan Toyota, Honda, Nissan, Suzuki, and Mazda are also amongst largest manufacturers of cars in world (EconomyWatch).The Japanese automotive industry began in 1902, with limited proceedsion of small (12 horsepower) vehicles by a number of companies on a trial basis but they were unable to compete against imported cars after the 1923 Great Kanto Earthquake. (http//www.roaring.jp/jp-car-technology.html). By late 1910s, Japanese zaibatsu (business conglomerates) began building their first automobiles in the middle and they were involved in joint ventures to produce and sell cars in Japan under license. (http//www.bookrags.com/wiki/Japanese_automobile_industry).Overcoming ill effects of defeat in Second World War that had destroyed national economy, was non an easy process on part of Japanese industries. Car manufacturers belonging to Japanese auto industry were commissioned to supply army trucks to South Korea by Federal Government of U.S. during Korean War between 1950 and 1953. This was main reason behind upswing of Japanese auto indu stry that began in 1960s. (http//www.economywatch.com/world-industries/automobile/japanese-auto-industry.html)During the 1960s, Japanese automakers launched a bevy of rude(a) kei cars in their national market. These tiny automobiles usually featured very small engines (from 360cc to 600cc) to keep taxes much lower than larger cars. The average person in Japan was now able to afford an automobile, which boosted sales dramatically and jumpstarted the auto industry toward becoming what it is today. (http//automobile-information-update.blogspot.com/2010/06/automotive-industry-in-japan.html)Rapidly increasing domestic demand and the expansion of Japanese car companies into foreign markets in the 1970s throw out accelerated growth. Automobile crossroadion in Japan continued to increase rapidly after the 1970s, as Mitsubishi (as Dodge vehicles) and Honda began selling their vehicles in the US. Even more discolorations came to America and abroad during the 1970s, and by the 1980s, the Japanese manufacturers were gaining a major foot plump for in the US and world markets (http//www.roaring.jp/jp-car-technology.html).After 1980s, the Japanese automobile industry is abject into a new era of internationalization when the US automobile began to lose its competitiveness and went into decline after the second oil crises. Compared with the late 1940s when just 20,000 units or so a year produced in Japan mainly small and medium trucks- the output, mostly of automobiles, surpassed 13 million in 1991 for thirty year in succession, making it largest in the world. (http//books.google.com.my/books?id=6O7ZnT018z0Cprintsec=frontcoverdq=japanese+automobile+industrysource=blots=QeNDqiVUousig=YZPgsbRUC5iWSN-ngnR5dBYFJPghl=enei=ay2ATeOrGcWtrAep3KTIBwsa=Xoi=book_resultct=resultresnum=13ved=0CIcBEOgBMAwv=onepageqf=false)2.1 Definition2.1.1 Consumers decision-makingConsumers decision-making can be defined as a mental orientation characterizing a consumers approach for making choices (Sproles and Kendall,1986). This mean that when a consumer would like to have or to make the purchase decision, they will pass through the process through recognition, search information, evaluation, purchase, feedback (Blackwell, Miniard, and Engel, 1995). Therefore, the consumer will choose a mathematical mathematical crossway or brand to consume from various choice that available in the market. According to Bettman, Johnson and Payne (2000), different situation will be moved(p) by different factors.One of the problems that may encounter by consumer during decision making process is information overload. Information overload will increase the complexity of the consumer decision-making (Bettman, Johnson and Payne, 2000). The information can be obtained by advertisement, display, brochures and etc. Lynch and Srull (1982) suggested that decision-making can be categorised into 3 categories which are stimulus- ground, memory-based and mixed. When consumer is being affected by the some outsource or external information or factor can be categorized in stimulus-based. When consumer makes certain decision based on their memory or internal perception, it can be classified in as memory-based. The combination of this two is mixed.Consumer has different tastes, needs, motivation and lifestyle when they necessity to purchase a point of intersection (Chisnall, 1985). There are some of consumer preferred high qualities and they are more willing to turn over more in end tailor of monetary value but some of them are not (Monroe, 2003). Furthermore, the consumer decision-making can be investigated through the consumer characteristics. It includes brand conscious, price conscious, fictional character conscious, recreation conscious, innovation conscious, confused by over choice, impulsive and brand (Leo, Bennett, and Hartel, 2005). Therefore, it is important to find out the kindred between those characteristics and the consumer decision-making.Consumers are demanding an increase variety of wares and customized products (Ahlstrom and Westbrook, 1999). Furthermore, customized producers tend to involve consumers early in the production process in order to increase the degree of customization (Duray, 2002). In order to operate in a truly customer-oriented way, a familiaritys goal is not to be led exclusively by consumers expressed needs butto amaze consumers by anticipating and fulfilling their unarticulated needs (Stalk, 1988). Consequently, understanding decision process by which consumers purchase customized products is of practical importance.The decision of selecting the most effective positioning strategy constitutesa main challenge for marketers since it is central to consumers perceptions and choice(Aaker and Shansby, 1982 Pham and Muthukrishnan, 2002). If positioning is doneeffectively it has the possible to build powerful brands however, if done incorrectly, itcan also result in disaster (see, for example, Haig, 2005 Ries and Trout, 19 86).32.1.2 Brand nameAccording to Rotfled (2009), brand name is a unique and is to mark off product itself to the consumer. The main advantageous of brand name is that it can help the company to deliver the information and communicate graphic symbol to the market (Hoyer and Brown, 1990). The recognition of brand name is half the battle for a business (Church, 2008.) because it helped to create a brand name with well-established associations. It is one way to create competitive advantage for the firm in competitive market. Somehow, it is a very costly process but has many returns once success is achieved. ( Arslan and Altuna, 2010 ). It provided the primary point of differentiation between competitive offerings and so such they can be critical to the success of companies (Wood, 2000).Consumer may tend to perceive the product from an overall perspective, associating with the brand name of all the attributes and satisfactions experienced by the purchase and use of the product (Murphy, 1990 Ambler, 1996). They normally based their purchase decisions on information cues either intrinsic cues (e.g. product design) or extrinsic cues e.g. brand name (Jacoby et al 1977).Brand image research has long been recognized as one of the central area of the merchandise research field but somehow not only because it serve as a foundation for tactical marketing mix issues but also because it play an integral role in building long term brand equity (Keller, 1993). High brand equity implies that consumers may look upon a higher cocksurely association that may related to the brand name, over and above those of the product itself (Rio, Vazquez and Iglesias, 2001).Brand- line of reasoning is defined by Thakor and Kohli(1996) as the place, region, or country where brand is perceived to belong by its target consumers. There has a strong relationship between the brand and brand-origin. The research on effects of country of origin has made up the largest number in international buyer behavior (Heslop et al 1998 Verlegh Steenkamp, 1999). Somehow, there are some effect he effect of country image on brand image which moderated by both brand and country reputation (Hui and Zhou, 2003). It can be summarized that the brand image of a product produced in a establish or developed country is likely to be affected differently from the brand image of a product produced in unknown country.Keller (1993) mentioned that consumer brand knowledge may determine on how consumers think about a brand. According to Durgee (1988), images of brands often create notions about the procedure of their product stereotypes, their key characteristics, and benefits and related services. Consumers base on their level of preferences to see whether the brand is fulfilling their requirement or not (Urbany, Dickson, and Wilkie, 1989). According to Hutchinson (1983), the knowledge of the consumer has a positive relationship with the brand name. According to Srinivasan and Till (2002), the consumer will perceived the globalisation (foreign) product have a better musical note than the local product. As a result, the consumer who is ask high smell will prefer to select the foreign car.The power of brand lies in the minds of consumers or customers (Keller, 2000). Brand name assures customers that they will receive the tincture that the product claims to deliver (Miranda and Konya, 2007). According to Baltas and Saridakis (2009), for those consumers who are affected by brand-name and will only buy branded good usually is more concern on the fictitious character of product rather than the price of the product. That is because brand names play a traditionally important role in purchase car decisions because car lineament is often difficult to evaluate prior to purchase and buyers may have to rely on carmakers reputations. (Baltas and Saridakis 2009). For some consumer, they are not willing to pay more to purchase the brand name but some will (Monroe, 2003). According to Muncy (1996), consumers are more flexible in selecting lower price product and normally are lower brands loyalty, more prices sensitive for perceived the different between products. Brand name exerts a significant twist on new car prices (Baltas and Saridakis, 2009)..2.1.3 FeaturesFeatures can be defined as something that to satisfy the customers needs and wants through the belonging, use, consumption for a product (Kotler, Philip, Armstrong, and Gary, 2007). According to Mowen and Minor (1998), the product attributes can be seen as a feature that might have on a product. This can actually influence the consumer on their decision making during purchase. precedent to product evaluations, consumers are often exposed to data that permits them to judge the covariation relationship among differentproduct attributes (Jacoby, Szybillo and Busato, 1977). The features of an automobile which can be provide include customer services, dismiss efficiency, safety, quality and design of a car. Those features will be investigating detail in this research.The customer services can be consider as a feature of a product (Chung and Young, 2003). According to Lohse and Spiller (1998), consumer wants the customer services which include careful, valuable and continuous. Salespersons recommendations or suggestions are important especially before consumer make decision. This can help as a main factors that can influence the consumer decision-making process besides price, features and brand (Karjaluoto, Karvonen, Kesti, Koivumaki, Manninen, Pakola, Ristola, and Salo, 2005). In addition, Yi and Gong (2008) say that although company offered the low prices, promotion and competitive advantage may not gain market if they neglect the customer service.Somehow, feature may relate to complementary product. The fuel efficiency affects the demand. The price of gasoline rise during this few years. According to German Agency of Technical co-operation (2005), the price of gasoline in year 2004 in Ma laysia is USD 0.37 per litre, and then increased about USD 0.20 per little if compared with year 2002. Therefore, it also directly affects the demand of automobile of the market decreased (Kandapa, Thanyawee, Vanvisa and Yingyot, 2009). As result, some of the consumer will choose the car which are more fuel efficiency or the car which are use diesel or gasohol.Furthermore, the consumer will consider the safety of the car. The airbag of a car can provide the safety of the driver and passenger when the car was accident. Some of the consumers are willing to pay to obtain the safety when choosing between local and foreign car. It has a positive relationship (Kandapa et al., 2009). According to Liu and Bai (2008), the consumer will take safety as an important factor when they make comparison between local car and foreign car.Thirdly is the quality of the product. Different brand have a different quality (Obermiller and Wheatley, 1985). The foreign car and local car are different especia lly in term called quality. According to Steenkamp (1989), the quality of the product can influence the consumer decision. Steenkamp (1989) also categories the consumer into 2 groups with is the consumer who is high quality conscious and low quality conscious. The people who are in high quality conscious category are willing to pay more to have a better quality product, and the consumer who are falls into low quality conscious will not willing to pay more to obtain greater quality brand (Nor Khasimah et al, 2007). According to Uncles and Saurazas (2000), the consumers who are living in developing countries will perceive foreign product have a higher quality than local product, therefore the consumer in Malaysia who falls into high quality conscious categories will preferred the foreign car which includes Japanese car rather than local car.Lastly is the design of a car may be one of the feature. The consumer will tend to choose a larger car and which are more have a stylish design th at is attractiveness (Liu and Bai, 2008). According to Liu and Bai (2008), the design of a car also can let the consumer have an image which is discussion earlier in the brand name. They will feel have imaged if their car have a good design. It can let them have the greatest satisfaction (Chung and Pysarchik, 2000.)2.1.4 PricePriceNagle and Holden (2002) stated that price can be seen as a monetary value that seller must give to consumer in order to exchange it with the services or product provide. Price always is the major concern of customer for making purchase decision (Smith and Carsky, 1996). Price has been one of several product attributes considered relevant (Voss et al., 1998).When face with surgery or quality uncertainty, consumers are more likely use external indicators, such as price, in order to compare and take a decision (Urbany et al., 1997). Importance of price as a quality indicator is likely to be greater, when there are only a few other attributes that indicate q uality, or when the product is difficult to evaluate. ( Mitchel and Greatorex 1997).According to Munnukka (2005), customer can be divide into 2 categories which are moderate usage customer and intense usage customer. It was discovered that consumer differ significantly in their price sensitivity levels when choosing between foreign car and local car. The consumer with moderate usage of the product will be less sensitive of the price but the consumers who are intensive users will be more sensitive to the price changes (Munnukka, 2005).For the moderate users of consumer, the marketers will management on quality rather than price. For intensive users the marketers will focus on low price rather than quality (Munnukka, 2005). In this research, it is important to find out our target respondent whether they are moderate user or intensive user.The price of a product is one of the most important marketing-mix tools (Vogel et al, 2004). That is because it influences consumers willingness t o paid and buy decision (Monroe, 1973). According to BusinessDictionary, Price promotion is the sales promotionbasedonapricediscountoffer. Retailers use various types of advertised price reductions to boost store trsaffc and increase sale (Messinger et al, 2010).By some estimates, price promotions account for almost a quarter of the marketing budget of some companies (Blattberg and Neslin, 1989). Despite the positive effect price promotions have on consumers perceptions and purchase decisions, they also have some negative effect such as lowering consumers perception of quality (Dodson et al., 1978), lowering consumers expectations for the brand (Monroe, 1971), and doubting the value proposition, that is positioning of the brand and creating a perceivable distinction in the competitive market, of the firm (Daun and Klinger, 2006) Therefore, knowledge on how consumers respond to price promotions is essential in making critical decisions concerning price promotions (Oliveira-Castro et al., 2008). Understanding how consumers perceive price promotions and respond to them should be of interest to retailers. It is important for researchers to understand the usurp match between price promotions and the specific product types. The level of price is found to positively affect behavioural intentions mainly because price establishes image of the brand in the eyes of the consumers (Yoo et al., 2000).Consumer consistently used price as a predictor of quality, particularly when they have limited knowledge of product category offerings (Bredahl, 2003). Conspicuousness (willingness to expire a great amount of money to demonstrate their social status) plays an important role on brand purchases. (Swani, 2010). Wilcox et al. (2009) found that high-priced brands are extremely related to consumer conspicuousness. When price deals lower the final price they pay, conspicuousness will be damaged, which makes consumers unhappy. Low-priced brand buyers are not concerned with conspic uousness or exclusivity desires. Instead, they would be pleased with the increased value garnered by the price deals. Consumers looking for quality, status, self expression, and image will gravitate toward high-priced brands to fulfill their goals. In contrast, price deals are expected to have a positive effect on low-priced brands because they provide transaction value, the major purchase goal towards low-priced brands. Negative consumer reactions to perceived unfair prices can result in customer boycotts and lower sales (Grover, 1994).Buying a new car is an important decision for most consumers (Herrmann et al., 2007).That is because they perceived the risk for buy a car is relative higher than other product such as food or clothes. The complexity of buying process makes the consumer had to consider many factors before make the purchasing decision. Therefore, when they face the uncertainly information such as the features of the car or the quality of the car, they will consider t he price for making comparison (Urbany, Bearden, Kaicker, and Smith-de-Borrero 1997).According to Aliman N. and Othman M. (2007), the local product normally will have a price advantages if compared with the foreign product. Aliman N. and Othman M. (2007) stated that if the foreign product would like to economise the competitiveness, they should have the advantages of brand name and features. Besides, price and quality also have a positive relationship (Etgar and Malhotra, 1981). Consequently, if the price are high but the quality or features are aim to fulfil the expectation of buyers, the consumer will perceive that it is fair and more willing to pay a higher price for the quality demanded (Monroe, 2003). It means that most of the consumer will perceive high price as high quality. In Malaysia, the local car normally has a lower price than the foreign car. It is dangerous that the consumer perceive local car has a lower quality compare to imported car.Voss et al. (1998) stated that satisfaction is a function of price, performance and expectation with support for the expectation- satisfaction link being weak.In contrast to performance, perceived price fairness an important factor influencing overall customer satisfaction judgments. (Herrmann et al., 2007). This influence is both direct, and indirect via price fairness perceptions. If consumers perceive that the price they are charged for a given service or good are unfair, they are likely to adopt behavior that is directed against the interests of the selling company (Xia et al., 2004).The study of Bolton et al. (2003) showed that consumers decide their minds about what prices should be charged for a service or a product. This evaluation is important because it implies that consumers may care for the input and output ratios comparison with the seller in the absence of a comparative other. For example, a car dealers price offer for an automobile may be accompanied with an explanation of the prices of various op tions and delivery charges, as well as required down payment and pay arrangements. In such situations, both the initial price of the car quoted by the sales person (i.e., price offer) and the terms associated with the price and how these terms are handled and explained to the consumer (i.e. price procedure) will influence consumers fairness perceptions (Herrmann et al., 2007)Lastly, the derogation value of the car also can influence a consumer decision to choose between local and foreign car (Baltas and Saridakis, 2009). The consumer will choose the car which are have highest depreciation values. According to Terry (November 1, 2005), the foreign car has an annual depreciation rate which are about 13% to 16%. The Malaysian car has a depreciation rate which about 40%. The foreign car have a highest depreciation values, therefore those consumer will be affected by this issues.2.1.5 Reliability2.1.6 Consumer BehaviorAccording to the American Marketing Association, consumer behavior i s defined as the dynamic fundamental interaction of affect and cognition, behavior, and environmental events by which human beings conduct the exchange aspects of their lives. Examples of consumer behavior include watching a TV commercial, visiting a store, or purchasing a product. Chinese consumers typically pay more attention to the informational content than entertainment features of the advertisements. One study found that Chinese customers considered themselves to be sophisticated and intimate in their purchasing choices (Shen Zhao, 1995).According to Rosenblatt (1964), the ethnocentrism will usually have a positive attitude or manner for same group or the product made by their country, and a negative attitude toward the different group or the product made by different country. This means that a customer will make purchase decision which consider of the country of product or country-of-origin. Country of origin is generally described as the source country for a product or ser vice provider, which may differ from the country of brand, assembly or design. Several studies has been found to significantly influence consumer perceptions of product performance and quality, these include price, brand, retail outlet and country of origin (Veale and Quester, 2009).According to Safiek et al. (2001), those consumers who are having high tendency of ethnocentric will more prefer to buy domestic product. They will feel that if buying foreign product will damage their countrys economy. In essence, a highly ethnocentric people was proud to their own values, culture, symbols and hold in values and object for the different group because they will feel that buying foreign or import product will directly hurt their countrys economy and bring the impact such as unemployment. In contrast, low tendency of ethnocentric are more preferred to purchase the foreign products. They will view the foreign product or import product as a symbol of status, and they are more prefer to buy foreign product to make them have a highest status.According to Triandis (1994), sovietism means that the people will dependence with other people in the same group and get together with group which include their family and friends. Besides, according to Sharma et al. (1995), collectivist will consider the outcome before they take the actions. Consumers who are collectivism will choose the product which are easily accept by other people (Wickliffe and Pysarchik, 2001). In Malaysia, some of the research has found that there are more influenced by the collectivism culture (Burns and Brady, 1992 Bochner, 1994).The people who are collectivism also try to look for the similarity with other people and concern about the view of others people (Wickliffe and Pysarchik, 2001). The consumers who are more importance of the others people in the society, they will also more considered against the result of brand selection that decoded by them (Wickliffe and Pysarchik, 2001). The collectivism will influence the consumer when make choice between local car and foreign car. The marketers also can use advertisement if they are targeting those are collectivist (Kropp et al, 2005). The people who are highly collectivism will easily influence by the opinion leader, therefore the marketers of local ca