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The Brain Is Wider Than The Sky - 1416 Words

â€Å"The brain is wider than the sky.† (Dickinson, 1830-1886) Emily Dickinson, in one of her many infamous writings stated â€Å"The brain- is wider than the sky† (Dickinson Dickinson left her mark on composition long before the discovery of the expansive capabilities of the mind, but she was being more intuitive than she even thought in this quote. She is discussing the abstract ability of the human mind- the ability to imagine. Her thought, however, is also congruent to the fact that the human brain works in such a strange pattern of chemicals, and our thought process in itself is a very intricate thing. Depression is a seemingly complex state of mind that we as a people are trying to understand right now, and its roots could go deeper than we†¦show more content†¦There is no doubt that romance causes a person to feel good, this is no different for a depressed individual. In fact, romance is beneficial for the mental health of those who are depressed. In a study called Predicting Improvement in Depression Across Therapies Usin g Indicators of Romantic Relationship Functioning: A Preliminary Investigation done by Woods, Priest, and Denton, the three look a some main relationship processes and how they affect the treatment of depression. They look closely at initiator tendency, attachment anxiety, attachment avoidance, and marital satisfaction. First, one should define initiator tendency. It is a â€Å"â€Å"proclivity to initiate (or avoid initiating) discussions of relationship problems with one’s partner in intimate relationships† (Woods, S. B., Priest, J. B., Denton, W. H., 2015); meaning, the inclination a person has to talk to their romantic partner about any serious issues they have. Attachment anxiety is straightforwardly enough defined as the fear someone has of stepping outside their comfort zone. Next, attachment avoidance is the opposite, where one is not emotionally invested where a non-depressed person would be. Lastly, marital satisfaction is as it says, how happy someone is w ithin their marriage. In the findings of this study, these researchers discovered that while there were plenty of connections between attachment styles and depression, initiator tendency was a critical romantic relationship factor for depressionShow MoreRelatedCharles Bukowski s Poem, A Genius, And Power Of The Human Mind1513 Words   |  7 Pagesabout the human brain and disrespects the good that comes from it, yet does not hold back on describing its power. He uses dark, extreme examples to describe hidden truths in today s society. In Emily Dickinson’s poem, â€Å"[The Brain—is wider than the Sky—],† she talks about the power of the human brain, complimenting and respecting it to things thought to be incomparable. Both Dickinson’s and Bukowski’s poems show the strength and power of the human mind, but their views on what the brain accomplishesRead More The Inevitability of School Violence: No Need for School Reform833 Words   |  4 P agesparents, but they are like storming castle walls with slingshots. The object of reform in this case is not tangible or always plausible. The object of reform is the human heart, the internal person. We need to understand that the problem is bigger than a trench coat or a gun; therefore, dress codes or metal detectors cannot solve it. These reforms are often vain attempts at prevention. They hinder education and provoke students. Policy makers and schools need to be aware that no simple public mandateRead MoreEmily Dickinson And Walt Whitman1218 Words   |  5 Pageshave had with her beliefs. In her poem number 598, Dickinson claims â€Å"the brain is wider than the sky,† here she is trying to explain that of brain, sea and sky are just as important as God. (Norton Anthology C, 104) Although her religious activities may not have been public, we can recognize that Dickinson defiantly noticed religiosity in different ways by reading her poems. Although Whitman’s upbringing was different than Dickinson’s, his poems also resemble faith and religion in some way. WhitmanRead MoreEssay on Descartes Meditations1153 Words   |  5 Pagesmy brain due to the lack of estrogen my body was used to. Given my own personal experience, I see Descartes meditation in two ways. Perhaps Descartes also had some mental disorders, or else my doctor was wrong and I had reason to feel the way I felt. Perhaps the lack of estrogen in my system made me see things more clearly. I seriously doubt the latter explanation. However, in this meditation, Descartes is separating the mind from the brain, just as God had separated the waters and sky, andRead MoreEmily Dickinson s Writing1685 Words   |  7 Pagespunctuation. The techniques used in her poetry approached a new form of writing which is what makes her stand out as a poet. Within her poetic form, it mainly consisted of mostly lyrical poetry, iambic meters, tetrameters, trimete rs, dashes rather than periods or commas, and capitalization of interior words within a sentence. However, what truly made her work stand out was more on what she did not include. None of Dickinson’s writing included a title, her themes and subjects were not clear, and herRead MoreTheme Of Human Mind By Emily Dickinson799 Words   |  4 Pagesothers, even more of her poems praise the independence and understanding possible by a determined mind. Her poem â€Å"The Brain- is Wider Than The Sky-† is the most distinct example. The last stanza of this poem claims, â€Å"The Brain is just the weight of God—†¨/For—Heft them—Pound for Pound—†¨/And they will differ—if they do—†¨/As Syllable from Sound—† Dickinson boldly compares the brain (in this case, referring to the mind and its capabilities as well) to God. Not only is human understanding unlimited, butRead MoreEmily Dickinson: Transcendentalist Experi ence Through Imagination1514 Words   |  7 Pagesstatement that Of all the Souls that stand create-, I have elected- One . Dickinsons works were meant to taunt society by showing how a woman, ironically trapped in her natural surroundings of the home, could obtain as much power, if not more than any male writer. This ironic revisions of ideas is directed at all male transcendentalists and figures in society. Both Ralph Emerson and David Thoreau used societies stereotype of the true male environment, nature, to draw their power and writeRead MoreThe Persuasive Power of Television in the 1960’s Essay1376 Words   |  6 Pagesaccess afforded by home computers, television provided Americans a wider encompassing vision of the world than print and radio. In 1946 it is estimated that only 5000 U.S. households owned a television; by the 1960’s, 9 out of every 10 homes contained at least a single television set (Steiner 17). While the 1950’s experienced this sudden growth in television ownership, during this period the medium served more as a form of entertainment than as a trusted news source. NBC provided news through â€Å"The TodayRead MoreWall-E versus Feed Essay1212 Words   |  5 Pagesdystopian society influenced by a device, called â€Å"feed†, implanted in the brains of the citizens. The author describes a group of regular teenagers that venture to the moon for a spring break vacation of partying and going â€Å"in mal†. The main character, Titus, falls for a girl named Violet who is not like the other stereotypical teens in this book. Violet received the feed when she was much older and she is homeschooled so her brain is more developed. Together, they go on outrageous adventures until aRead MoreHow Fa Has the Use of English Language Enriched or Disrupted Life and Culture in Mauritius15928 Words   |  64 Pagesrepresenting inclusivity. In a more symbolic sense, the repetition of the word also indicates the collective because if the word were to be used only once, it could be said to represent the individual. However, because the word is repeated, it becomes more than just an individual; it becomes the collective of the individuals. This speaks to Transcendentalism as it comments on the relationship of the individual and the oneness that links all things. Walt Whitman successfully creates a poem that incorporates

Basic Requirement for Writing an Abstract †Myassignmenthelp.Com

Question: Discuss About The Basic Requirement For Writing An Abstract? Answer: Introduction The articles highlight the study background by linking lack of physical activity as a risk factor for coronary heart disease and its impact on the economy. The author has clearly stated the gap in knowledge that exist, consequently, justifying the purpose and the rationale of the study. For example, according to (Rastogi et al., 2004), there is no study in India that has determined the association between physical inactivity, and the risk of developing coronary heart disease, the lack of research on the subject, therefore, justifies the need to conduct research to provide more information on the subject matter. Moreover, the statement of the problem has been clearly stated in the in the introduction part of the article. For example, in order to identify research problem the author has cited an article that emphasizes that physical inactivity is associated with 1.5 to 2.4 folds increase in CHD risk (Rostagi et al., 2004) A study conducted by Soares et al. (2015) is another good exampl e of journal article citing association between physical activity and coronary heart disease. This information transition well into the purpose of the research. At the same time, there are issues of concern that can be raised by the reader of the article. For example, the author doesnt clearly state the research questions or hypothesis in the introduction part of the article, hence there is a lack of emphasis on the study aims. A studies conducted by (Anderson et al., 2016; Shiroma et al., 2010; Hashibe et al., 2009), are good examples where the research questions have been stated at the end of the introduction part in order to highlight the study aims. In the introduction part the researchers have reviewed different literature with a view of describing both the exposure and the outcome. Furthermore, the information has help the reader understand the subject of interest. The literature used in this journal have helped in highlighting the knowledge gap that exists within the subject area. For example, according to (Rostagi et al., 2004), the researchers have not assessed the association between sedentary life style and risk of coronary heart disease within India. Therefore, the literature justifies the Description of Evidence Exposure The exposure in this study was sedentary life or physical inactivity, it was measured using validated questionnaire. Outcome The risk of developing coronary heart disease as an outcome was associated physical inactivity, the findings from this study revealed that people involved in taking part in walking for 36 minutes every day were having 50% less risk of developing coronary heart disease as compared to non-exercisers as suggested by Rostagi et al. (2004). At the same time, the result from this study revealed that there was an association between increased sedentary life and risk of developing coronary heart disease. For example, the study revealed that spending 3.6 hours in a day on sedentary life related activities was connected to increased risk of developing coronary heart disease by almost 90% (Rostagi et al., 2004). Study Design A case-control study design was used to collect data from acute myocardial infarction in patients. The study participants who were recruited as cases and control Cases were followed up for one year during the period of January 1999 to 2000. There is a good move by the author to improve the internal validity of the study by matching control and cases using age, gender and neighborhood to eliminate the confounding factors. As suggested by (Bowling, 2014; Kepes et al., 2014; Zaccai, 2004), confounding is a type of bias that causes falsehood assessed effect of the exposure on the outcome, and in the case-control studies, it can be controlled through matching. Therefore, the argument justifies the use of matching as suggested by (Rastogi et al., 2004) to use matching to validate the result of this study. At the same time, the use of case-controls design for this study was rightful move, this is because coronary heart disease is rare, and therefore, it required large sample size and a long time to make the follow-up in order to discover newly developed cases to test the hypothesis. Moreover, the design allowed for analysis of multivariate which also helped in eliminating the confounding bias leading to the improved validity of the study findings. The study design used allowed the use of multiple exposures that could allow the testing of new hypothesis. The use of case-control design allowed the author to measure the association between the physical inactivity and coronary heart disease as an outcome by calculating the odd ratio. However, there are certain fundamental issues that can be raised by a reader of this article. For example, using case-control study design the researchers cannot assess the scale of other diseases that would result from physical inactivity as specific exposure. Another issue that might be raised by the reader concerning the use of case-control study is due to the fact that there are possibilities of recall bias. I would have suggested the use of cohort study despite some of its shortcomings. The argument of using cohort study design when assessing the association between physical activity and coronary heart disease has been supported by researchers. For example, according to (Shiroma et al., 2010), the use of prospective cohort study design is highly recommended when conducting a study to determine an association between physical activity and the occurrence coronary heart disease because the design limits the recall bias of physical activity. A studies conducted by (Li and Siegrist., 2012; Rognmo et al., 2012; Stott et al., 2012; Sofi et al., 2008) is a perfect example of a study that supports the above argument. The risk of association between the exposure and the outcome cannot be measured, whereas this can be achieved when a cohort study is done. For example, a studies conducted by (Soares et al., 2015; Mons et al., 2014; Sattelmair et al., 201; Chow et al., 2010), established the increased risk of adverse outcome in physically inactive coronary heart disease patients. Lastly, a variety of other healthcare problems resulting from the exposure (physical inactivity) cannot be determined because the case has to be defined before the commencement of the study. Study Population; The cases recruited in the study were inpatients diagnosed with acute myocardial infarction and aged 21-74 years. It is worth noting that the researchers involved in this study used the restriction of age to limit the confounding factors. According to (Boccia et al., 2007), the use of restriction is an effective way to prevent confounding in any study. At the same time, matching of control to cases by age, gender and hospital were a good move by the author because it also helped in limiting the confounding factors leading to study validation. Matching is another way of controlling the confounding as suggested by Boccia et al. (2007). However, there are drawbacks that the reader can realize from matching of the participants, for example, when several confounders are matched it can be difficult to recruit the study participants, it might be difficult to realize the effects of the matched variable, and lastly there can be an introduction of confounding if the variables that have a stron g correlation with the exposure. The author clearly indicated how the cases were recruited into the study, according to (Rastogi et al., 2004), the cases were recruited using Indian Council of Medical Research (ICMR) study criteria. Besides, the author has precisely defined the case, and the inclusion and exclusion criteria of recruitment of the study participants have also been mentioned this makes it easy for the study to be reproduced besides reducing bias in the study. For example, in this study, the researchers excluded the individuals with the previous history of acute myocardial infarction from the study. This was well-thought move as family history is a risk factor for the development of acute myocardial infarction, from the table 2 family history has relative risk of 1.9. Therefore, it can cause confounding if such cases were not eliminated from the study. Patients recruited as the controls, in the study were selected from the hospital settings and the same exclusion criter ia used for the cases was applied. To prevent selection bias it is recommended that the individuals recruited as the control be selected from the population where cases have been recruited from. Therefore, with regards to this study the controls were recruited from the hospital on the basis of the inclusion criteria used to recruit cases, besides controls were also recruited from the same hospital settings as the cases. This was done to reduce the chance of selection bias in the study. According to (Boccia et al., 2007), selection bias comes as result of the difference in the relationship between the study participants and those who theoretically could have participated in the study and this include those who were not recruited into the study, and it is related to recruitment of the study cases and control. Main findings and Discussion The researchers of this article begin results presentation by linking back the research findings to the general aim of the study which was to determine the association of physical inactivity and increased possibility of developing CHD (Rastogi et al., 2004). The result of multivariate analysis revealed that participating in 36 minutes of walking every day has the potential of reducing risk of developing CHD by 55% matched to individuals who do not practice the brisk walking every day, with the reported relative risk of 0.45. The bar graph (Figure 1) was used by the study researcher to represent the results of different levels of leisure time exercise. The results revealed that for non-exercisers the relative risk was 1% ,for participants who exercised between 0-145 met-minutes/day the relative risk was 0.96% and for individuals who practiced 145 met-minutes/day the relative risk was 0.44%. The authors used a very simple and clear method of result presentation making it easy for inter pretation and inferential statistics. The other major finding reported by the researchers was an association between sedentary lifestyle and increased possibility of developing CHD. According to (Rastogi et al., 2004), spending 3.6 hours in a day on sedentary lifestyle was associated with 90% increase in the risk of developing CHD. The results of this study revealed that the time spent on working each day was linked to the risk of developing CHD but it was not significant this are reflected in (Table 3B), according to (Rastogi et al., 2004), the results revealed that persons working a median of ten hours every day recorded an relative risk of 1.9%. The validity of the results from this study can be obtained by focusing on the effects of chance, bias, and confounding. According to (Zaccai, 2004), validity is referred as the degree to which statistical inference drawn from research is warranted when an account is taken of the study methodology, how the sample recruited from the general population is a true representative and the general nature of the population from which the sample is drawn. Internal validity main focus is the elimination of systemic errors in the study, while the external validity focuses on extent to which the result of the study provides the foundation for making statistical inferences. It is not possible to completely rule out chance, in this study the authors reported findings that were statistically significant having the p-value with accepted values below the quoted hypothesis p= 0.05. For example, the result of multivariate analysis revealed that participating in 36 minutes of brisk walking per day has t he potential of reducing the risk of suffering CHD by 55% in comparison to individuals who do not practice the brisk walking every day, with the reported relative risk of 0.45 and the reported P= 0.0001. Therefore, to eliminate non-causal association observed in from the study findings between exposure and outcome the authors controlled the covariates that included age, sex, hospital and performed multivariate analysis. This was part of internal validity by the researchers. At the same time, the researcher carried out the internal validity by eliminating the selection bias. For example, in this study to address the issue emanating from the selection bias the patients used as controls were recruited from the same hospitals where the cases were recruited. To improve internal validity the researcher eliminated confounding factors. First, the patients used as the control in the study were recruited by matching their age, gender and those of the cases. At the same time, the eligible cases were patients aged 21-74 years, this is a form of restriction that was applied by the researchers to eliminate the confounding factors. It is worth noting that despite the efforts by the researchers of this study both internally and externally improve the study validity, it clear to the reader that there were some weakness in the study. For example, there could be other sources of bias in the study that were not addressed by the authors such as measurement biases. It is clear to me that more than one research assistant was involved in obtaining anthropometric measurement, hence its possible to have errors at the same time the researchers didnt provide information regarding the validation of data collection tools such as scales, height boards and specifi cally questionnaire used for the anthropometric measurements. Moreover, the other source of bias to this study could be attributed to Berksons bias, this is because controls were selected from the hospital where the cases were admitted rather than the general population where the cases originated from. According to (Boccia et al., 2007), Berksons bias applies to case-control studies conducted in the hospital setting, because there are different rates of hospital admission for cases and controls. The other possible source of bias for this study is due to differential misclassification recall bias due to difference in accuracy and completeness of the exposure information between the cases and control patients. For example, individuals with coronary heart disease will tend to have more information on the risk factors associated with the disease and the exposure status as compared to control who are less interested in the disease and the exposure. According to (Boccia et al., 2007), dif ferential misclassification is bias that occurs mostly in case-control studies and it is shown when there is difference in accuracy and completeness of exposure information between the cases and control. Non-differential misclassification due to recall bias could also invalidate this study. This is possible during the data collection processes where cases and control could not accurately remember the levels of physical activities they have conducted, leading to inaccurate classification into levels of exercise impacting on reduction in the difference in the exposure levels in both cases and control in the same manner. A strong association in this study was established by the result of multivariate analysis that revealed that participating in 36 minutes of brisk walking per day has the potential of reducing risk of developing coronary heart disease by 55% compared to individuals who do not practice the brisk walking every day. The findings from this research are consistent with other reported results. For example, the result of the multivariate analysis revealed that participating in 36 minutes of brisk walking per day has the potential of reducing the risk of developing CHD by 55% matched to individuals who do not practice the brisk walking every day, with the reported relative risk of 0.45. This findings are supported by a cohort studies conducted by (Heran et al., 2011; Meisinger et al., 2007), the results from this study revealed that high level participation in physical activity was associated with reduced risk of cardiovascular disease. There is a dose-response relationship in this study because the relative risk of myocardial infarction has linear decrease with the increase in the level of leisure-time physical exercise. References Anderson, L., Oldridge, N., Thompson, D. R., Zwisler, A. D., Rees, K., Martin, N., Taylor, R. S. (2016). Exercise-based cardiac rehabilitation for coronary heart disease: Cochrane systematic review and meta-analysis.Journal of the American College of Cardiology,67(1), 1-12. Boccia, S., La Torre, G., Persiani, R., D'Ugo, D., van Duijn, C. M., Ricciardi, G. (2007). A critical appraisal of epidemiological studies comes from basic knowledge: a reader's guide to assess potential for biases.World Journal of Emergency Surgery,2(1), 7. Bowling, A. (2014).Research methods in health: investigating health and health services. McGraw-Hill Education (UK). Chow, C. K., Jolly, S., Rao-Melacini, P., Fox, K. A., Anand, S. S., Yusuf, S. (2010). Association of diet, exercise, and smoking modification with risk of early cardiovascular events after acute coronary syndromes.Circulation,121(6), 750-758. Hashibe, M., Brennan, P., Chuang, S. C., Boccia, S., Castellsague, X., Chen, C., ... Fernandez, L. (2009). Interaction between tobacco and alcohol use and the risk of head and neck cancer: pooled analysis in the International Head and Neck Cancer Epidemiology Consortium.Cancer Epidemiology and Prevention Biomarkers,18(2), 541-550. Heran, B. S., Chen, J. M., Ebrahim, S., Moxham, T., Oldridge, N., Rees, K., ... Taylor, R. S. (2011). Exercise?based cardiac rehabilitation for coronary heart disease.The Cochrane Library. Li, J., Siegrist, J. (2012). Physical activity and risk of cardiovascular diseasea meta-analysis of prospective cohort studies.International journal of environmental research and public health,9(2), 391-407. Kepes, S., Bennett, A. A., McDaniel, M. A. (2014). Evidence-based management and the trustworthiness of our cumulative scientific knowledge: Implications for teaching, research, and practice.Academy of Management Learning Education,13(3), 446-466. Meisinger, C., Lwel, H., Heier, M., Kandler, U., Dring, A. (2007). Association of sports activities in leisure time and incident myocardial infarction in middle-aged men and women from the general population: the MONICA/KORA Augsburg cohort study.European Journal of Cardiovascular Prevention Rehabilitation,14(6), 788-792. Mons, U., Hahmann, H., Brenner, H. (2014). A reverse J-shaped association of leisure time physical activity with prognosis in patients with stable coronary heart disease: evidence from a large cohort with repeated measurements.Heart,100(13), 1043-1049. Rognmo, ., Moholdt, T., Bakken, H., Hole, T., Mlstad, P., Myhr, N. E., ... Wislff, U. (2012). Cardiovascular risk of high-versus moderate-intensity aerobic exercise in coronary heart disease patients.Circulation, CIRCULATIONAHA-112. Quincy, B., Ragan, P. (2017). Critical Appraisal of Observational Designs.The Journal of Physician Assistant Education,28(1), 49-52. Salmond, S., Porter, S. (2016). Critical Appraisal.Comprehensive Systematic Review for Advanced Practice Nursing, 173. Sattelmair, J., Pertman, J., Ding, E. L., Kohl, H. W., Haskell, W., Lee, I. M. (2011). Dose response between physical activity and risk of coronary heart disease.Circulation, CIRCULATIONAHA-110. Shiroma, E. J., Lee, I. M. (2010). Physical activity and cardiovascular health.Circulation,122(7), 743-752. Soares-Miranda, L., Siscovick, D. S., Psaty, B. M., Longstreth, W. T., Mozaffarian, D. (2015). Physical activity and risk of coronary heart disease and stroke in older adults: the Cardiovascular Health Study.Circulation, CIRCULATIONAHA-115. Sofi, F., Capalbo, A., Cesari, F., Abbate, R., Gensini, G. F. (2008). Physical activity during leisure time and primary prevention of coronary heart disease: an updated meta-analysis of cohort studies.European Journal of Cardiovascular Prevention Rehabilitation,15(3), 247-257. Stott-Miller, M., Chen, C., Chuang, S. C., Lee, Y. C. A., Boccia, S., Brenner, H., ... Levi, F. (2012). History of diabetes and risk of head and neck cancer: a pooled analysis from the international head and neck cancer epidemiology consortium.Cancer Epidemiology and Prevention Biomarkers,21(2), 294-304. Zaccai, J. H. (2004). How to assess epidemiological studies.Postgraduate medical journal,80(941), 140-147.

The tipping principle

This study will attempt to create an understanding of how contextual marketing, macro trends, cool theories and individualism affect tribes in marketing. Numerous journals that are recent in nature will be used through out the study.Advertising We will write a custom essay sample on The tipping principle specifically for you for only $16.05 $11/page Learn More From the study a clear relationship of modern day tribes will be gained. One major aspect of modern day marketing is contextual marketing. Contextual marketing refers to a type of marketing that is targeted at satisfying the consumer’s needs. It is geared towards the co-creation of value in advertising. In contextual marketing the marketers target the unique needs of each tribe. This is due to the fact that each unique tribe is brought about by a common passion, desire and a tendency to consumer similar products. Marketing as a practice has been evolving over the years. The current type of m arketing is called post modern marketing. Marketing in the post modern setting refers to the organizational process responsible for the identification, forecasting and the satisfaction of consumer needs. Consumerism in post modern marketing refers to the tendency of people to spend more resources than they have on non essential products (Levin, 2008). †Consumption is no longer just about a simple purchase or the satisfaction of basic needs and wants, but a culturally determined behavioral pattern which forces us to choose and change the elements of our lifestyle†¦and it is first of all through our way of consuming that we define ourselves as individuals.† Today’s marketers are contended with the challenge of adapting to the post modern culture so as to be able to stay relevant (Levin, 2008). The post modern culture has distinct characteristics such as: Hyperreality, Fragmentation, Law of opposites, Reversed consumption and production trends and an Overall lo ss of commitment. As a result of his / her culture the modern day consumer lives in a continuous state of the present time, has a greater emphasis on style and form and has accepted the chaos and disorder in life to be a way of life. Tribal marketing is a form of post modern marketing (Allen, 1993).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Another aspect in today’s marketing is individualism. This is a theory / principal that emphasizes the importance and worth of the individual being. This theory stresses the importance of a person to pursue and achieve his / her goals so as to attain a state of self fulfillment and joy. The individualism theory however does not take into account other forces and influences exerted on to the individual by the society / external factors (Miles, 2007). In marketing the individualism theory takes a different approach from the tribal approach. T his is mainly because; The individualist theory focuses on the relationship between the customer and the company The companies take a core position in the company- client relationship This approach uses means such as loyalty cards and bulletins unlike the tribal approach that relies on rituals and cultic tendencies (Greene, 2009). Its main agenda is to develop loyalty among the tribe members; to the company. Macro trends are another area of study. In today’s business environment there exist those factors that a business cannot control. These factors are usually outside the business’ immediate sphere of control and thus are referred to as macro factors. In the current advertisement industry such factors are gaining an ever growing importance as the businesses strive to position themselves strategically (Fourcade, 2007). Most advertising firms are thus forced to observe and study the forces that affect commodity sales and marketing and adjust accordingly so as to rem ain relevant. These trends are known as macro trends in advertising / marketing. To cope with the macro trends the business is then forced to analyse the (SWOT) strengths, weaknesses, opportunities and threats that do exist (Dietsch, 2010). There are various factors of consideration in marketing macro trends namely demographics, economics, environment, government, society and technology. In demographics the marketers assess the population distributions of the buyers, their family sizes / units, life expectancy and disposable income levels (Beckert, 2010). The cool theory is also an area of study. Cool has assumed many definitions in today’s markets. It has no single meaning as it assumes various meanings depending on the locality and the context (Fourcade, 2007). It is generally used to describe a state of mind or an attitude. Mostly it assumes the form a desirable attribute in which the consumers would want to associate to. A car can be cool, an actor can be cool and a pose can be cool (Sinha, 2008). The tipping principle follows a few rules and principle in its operation namely the law of the few, stickiness factor and the power of context. The law of the few states that in any process and system, not all players can have the same level of importance; some players will always have more stake than the others (Wade, 2010).Advertising We will write a custom essay sample on The tipping principle specifically for you for only $16.05 $11/page Learn More The stickiness factor on the other hand claims that the way a message is conveyed to the target users affects its contagiousness, ability to spread and be assimilated. For a marketing campaign to get to the tipping level, it must be memorable and touching to the target audience so as to make them aid in its flow (Dietsch, 2010). The advertisement must also be in the right context as human beings are very sensitive and responsive to the environments in which they are in. If the a dvertisement is not in context it may not achieve the required success and influence percentage (Mitchell, 2010). From the cool principle it is found that cool personalities are those who start, nurture and grow a trend. In the past trends were sourced from the tops of companies and large institutions; the cool people were those at the first tier levels. The recent years have proved that the new cool is the trend setter at the bottom. The new cool is a visionary who launches a new idea and concept and sees it through (Lee, 2007). Tribes can be defined as a small scale representation of an ethnic group yet larger than a social clan. A common trait of the modern day tribes is that they do not limit people according to age and their driving force is a common passion / emotional experience. The modern day tribes also exhibit a great tendency of affection among the members even though no strong ties exist between the members (Dietsch, 2010). However, the modern day tribes have a few diff erences from the past era tribes namely: There are no strong binding forces and sense of permanency in the tribes There is no exclusiveness in modern day tribes as a person can belong to more than one tribe in today’s world There exist no physical boundaries in modern tribes they are just virtual / conceptual Modern day tribes consist of members who share passions and emotions unlike dialect in the ancient tribes â€Å"Tribal marketing is a marketing strategy that attempts to create social groups or communities that are centered around a product or service. The credo of tribal marketing is that postmodern people are looking for products and services that not only enable them to be freer, but can also link them to others, to a community, to a tribe† (Mack, 2005). The cool principle also states that for a marketer to reach and help set trends he must influence the innovator as it is the innovators who look for new ideas unlike the followers who just assimilate already set trends. Several rules of cool have been derived from the principle:Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Marketing cool causes cool to stop being cool Cool can be identified but cannot be manufactured Cool people can’t be told what’s cool This principle has enabled researchers realize that the world is a huge global village and that for a product to be sold a social network must be used. It emphasizes the importance of using the social web to popularise, create waves and trends that in turn boost sales / consumer response (Luo, 2003). According to the work by Cova it is seen that modern day and ancient tribes have certain characteristics namely: Tribes cannot be controlled by a central power to maintain order Tribes tend to rally people around non rational factors and elements Tribes tend to embody an inherent countermeasure to institutionalism Tribes are unstable and do not conform to the common norms of the society Just like in the past people in today’s societies are grouped into categories. These categories apply to all spheres of life including marketing. The ability of tribes to influence consumer decisions has forced researchers to go into the study of the effects of tribes on the marketability of products (Davis, 2009). The above diagram shows the various types of consumers that exist in any market. The first type is the consumer who is influenced his culture, gender, status in society and lifestyle when it comes to his / her choices. The second type is the micro-social consumer who is influenced by his tribe and subcultures. The third type of consumer is the single actor who makes his own decisions and is not influenced in any way by external factors. The single actor bases his consumption choices on the individualism theory, self motivation and unconscious impulses. The concept of tribal marketing does not focus on the aspects of the product being promoted but instead focuses on the creation of social links between consumers so as to form tribes. Tribal marketing is geared towards the promotion of good and services that facilita te the formation of tribes among the consumers. The approach bases everything on consumer service Overrates the value of proximity to the client and confuses it for intimacy Strives to enhance the relationships of the consumers with each other instead of creating a relationship between the consumers and the brand Most efforts in this approach are geared towards strengthening the ties among tribe members instead of substituting them The tribal clover has four aspects namely imaginary, institutional, normal life and occasional. Imaginary aspects go unseen, normal life aspects are practiced in the day to day lives of the members and occasional aspects include gatherings (Garrett, 2010). Tribal marketing cannot be separated from social marketing and is based upon the use of networks that exist in the social circle of the target audience. For the tribal marketing theory to work it has to apply to a social environment (Faber, 2004). This study has shown that marketing is indeed tribal . From the inferences made, the research question â€Å".. is marketing tribal..:?’ is answered. The study shows that there are various theories and principles such as the cool theory, macro trends, individualism theory and post modern marketing theories that show an interrelation with the tribal theory. This goes further to emphasize the importance of the implementation of tribal marketing in today’s business. Tribal marketing has been seen to boost sales and consumer relations and is a must do for the businessman of today. References Allen, J., 1993. Individualism and the Modern Corporation: Implications for Innovation and Entrepreneurship. Journal of Management, 19 (7), pp. 595-612. Beckert, J., 2010. The Interrelations of Institutions, Networks, and Cognition in the Dynamics of Markets. Organisational and Marketing Journals, 31 (5), pp. 605-627 Davies, W., 2009. A Case Study of Teaching Marketing Research Using Client- Sponsored Projects Method, Challenges, and Be nefits. 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Economics, psychology and the history of consumer choice theory.  Cambridge Journal of Economics, 5 (4), pp. 633-648. This essay on The tipping principle was written and submitted by user Anne Lawrence to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.