Organisational Transformation in Practice free essay sample

A printed extract of the Academic Regulations, known as the Assessment Regulations, is available for every student from your Faculty Office MAMBAS (all new students will have received a copy as part of their welcome pack). In the unlikely event of any discrepancy between the Academic Regulations and any other publication, including this module guide, the Academic Regulations, as the definitive document, take precedence over all other publications and will be applied in all cases. Introduction to the Module This module provides the opportunity for students to personally explore the relationship between personal change and organizational change/ transformation (De Varies and Balsas, 1999). And personally relate to the leadership and organizational challenges of transformational change in organizations. The module uses different activities to explore the nature of personal change issues required for successful employee engagement in an organizations change agenda. In the management and leadership field much is written and discussed about the following seven elements: (1 ) behavior, (2) knowledge 3) skills / capability (4) belief systems, (5) values, (6) identity, (7) vision/ purpose. We will write a custom essay sample on Organisational Transformation in Practice or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Using various methods, students will be encouraged to make sense of each of these ideas, and the interrelationship between them. This will be set against a real/simulated strategic learning context. Module participants are actively encouraged to reflect upon their own existential experience and development through dynamic relations with others and performing roles. It is hoped the module will lead to students developing profound personal insights and also achieve personal growth. The duel uses different activities to enquire into, reflect upon and diagnose personal, group and organizational leadership and transformation. Students will be able to diagnose where a/ their team or organization is weak and design interventions that can help to guide significant change or transformation. The student will be equipped with a clear methodology for guiding his or her own development as an achiever or leader of the future. Assessment is by way of portfolio. 3. Intended Learning Outcomes Learning Outcomes (threshold standards) On successful completion of this module the student will be expected to be able to: 1 Knowledge and understanding understand the values and leadership behaviors that create the modern enterprise and equip individuals to manage / lead in globally transformational contexts 2 Knowledge and understanding Develop a robust understanding of leadership and change management within the context of organizational transformation 3 Intellectual, practical, affective and transferable skills Utilize a 7 element framework as a diagnostic tool to evaluate leadership capability in a team or Organization 4 Intellectual, practical, affective and transferable skills Demonstrate an ability o reflect upon ones own management development journey against the context of employability in global and transformational settings of the future 4. Outline Delivery Wok Electrochemical/Workshop Reading Organizational change Action Learning Sets Sets De Varies 2 Personal change Patchwork text Sets De Varies Jung 3 Personal change organizational cinematographer text Sets De Varies James and Arroba http://treadmill. Com/publications. HTML 4 Manager as person Patchwork text Sets De Varies Tony Watson 5 Management leadership Patchwork text Sets De Varies Keith Grin 6 Managing leading change Patchwork text Sets De Varies Managing Leading change Patchwork text Sets De Varies James and Arroba 8 Change contemporary text Sets De Varies 9 Change processes Patchwork text Sets De Varies 10 Organizational role Patchwork text Grants and Malta 11 Wheel of change Patchwork text Sets De Varies 12 4. 1 Attendance Requirements Attending all your classes is very important and one of the best ways to help you succeed in this module. In accordance with the Student Charter, you are expected to arrive on time and take an active part in all your timetabled classes. If you are unable to attend a class for a valid reason (egg: illness), lease contact your Module Tutor Anglia Risking will closely monitor the attendance of all students and will contact you by e-mail if you have been absent without notice for two weeks. Continued absence can result in the termination of your registration as you will be considered to have withdrawn from your studies. International students who are non-EYE nationals and in possession of entry clearance/leave to remain as a student (student visa) are required to be in regular attendance at Anglia Risking. Failure to do so is considered to be a breach of national immigration regulations. Anglia Risking, like all British Universities, is statutorily obliged to inform the Border and Immigration Agency of the Home Office of significant unauthorized absences by any student visa holders. 5. Assessment Students are required to assemble a patchwork text (Lilies, 2003; Winter, 2003) which relates your current or future workplace role. The patchwork text may be developed or based upon the following: Sets De Varies (2004) suggests that people are prisoners of their past. Evaluate and reflect upon how your past might influence your future workplace role and development. Evaluate and reflect upon a personal experience of change in your workplace Apply Grants and Malts (1997) role analysis to your current workplace experience. Using the triangle of conflict (De Varies, 2007), evaluate and reflect upon a major incident of conflict in your life. Consider your learning/ experiences in relation to your future workplace role. Apply James and Arbors (2005) reading and carrying framework to critically evaluate and reflect upon how you interact with others. Consider the implications in relation to your future workplace role. Conduct and develop a critical self-analysis using Jung notio n of individuation (Carr, 2002), and relate this to your leadership archetype. Critically evaluate, and reflect upon your own resilience and relate this your existing and future leadership competencies Guidance Notes for Students (see Smith and Winter, 2003) Your assignment will be assembled gradually during the progress of the module through a series of written tasks, which you will share with each other in small groups.

Foreigner visit essays

Foreigner visit essays To a foreigner coming to India, I would first welcome him to our country which is rich in culture and good in heritage. I will then take the opportunity to give a proper introduction to him of our country. Our country has diversity in unity. Our country is democratic and believes in secularism. It abounds in flora and fauna. Also, Our country is a land of myriad languages, a veritable Babel of tongues and numerous moves of apparel and countless mannerisms and multiplicity of ethnic groups. India has produced luminaries such as Buddha, Mahavira, Shankaracharya and Mahatma Gandhi who gave the message of peace and non-violence, which the world needs more then ever before. Mahatma Gandhi used non-violence to win freedom for the country and showed the way to bring about a peaceful world order. Though, India was under subjugation of British rule for about two centuries; after attaining freedom it has taken giant strides in the field of science, information technology, medical and agriculture. Moreover, our GDP growth has been growing steadily ever since. I will then make the foreigner be familiar with the sights of our country particularly the Taj Mahal, which is the 8th wonder of the world, located in Agra, monument of love and imagination that represents India to the world. Besides Taj Mahal, I will introduce him with Red Fort, Qutub Minar and India Gate located in New Delhi. Lastly, I will assure the foreigner that people in India welcome guests with open arms and that he will go with a good impression of the country. ...

An Overview of the Origin of Swimming

An Overview of the Origin of Swimming Written records of swimming date back to near 2000 BC, however, nowhere are strokes or techniques mentioned, children were simply taught to swim. A record from between 2160 BC and 1780 BC from an Egyptian nobleman says â€Å"his children took swimming lessons with the king’s children† (Colwin 4). In addition, many passages from the Biblical Old Testament mention swimming or the act of swimming; such as in the old testament book of Isaiah: â€Å"as he that swimmeth spreadeth forth his hands to swim† (KJV Isa 25:11). Until around the 1500s, no swimming manuals teaching specific techniques existed. In 1559, Sir Everard Digby wrote, in Latin, A short introduction for to learne to swimme. Later Christofer Middleton translated Sir Digby’s work into the common English â€Å"for the better in|struction of those who vnderstand not the Latine tongue† (Digby 1). Digby wrote instructions on how to swim â€Å"like a dog† and â€Å"like a dolphin† as well as many other forms (Digby table of contents). From there, other manuals were written to further refine strokes. While swimming originates as an old pastime, until the early 1800s competitive swimming’s history did not exist because competitive swimming itself did not exist. Up until then, swimming acted as a pleasurable pastime intended more for relaxation than exercise. That mentality shifted during the 19th century in Britain with the opening of St. George’s Baths in 1828, the first indoor public pool. Following that in 1837, the British National Swimming Society made many more indoor pools and began holding swimming competitions (Sharma 1). While the sport remained on the back burner for several decades it steadily grew in popularity until swimming debuted on a global scale in the Grecian Olympics of 1896. In recent decades, athletes such as Mark Spitz, Michael Phelps, Ryan Lochte, Nathan Adrian, Natalie Coughlin, Katie Ladecky, and Missy Franklin have rocketed the swimming world into becoming one of the most televised sports during the summer Olympics. The language the sport of competitive swimming employs many words from non-aquatic sources. For example, the butterfly stroke, though allegedly invented in 1933 by Brooklyn swimmer Henry Myers (Colwin 30). Instead the butterfly stroke derives its name from the butterfly insect since the technique somewhat resembles that of its namesake. Several other words in swimming’s lexicon follow the same mentality. Named not for who invented the technique, but rather for what it looks like. Kicks such as the dolphin and whip kick when categorized in this way provide pristine examples for this method. The dolphin kick looks like that of a dolphin’s tail moving up and down in the water. The whip kick, sometimes called the frog kick, also makes sense because as human legs perform the kick they mimic the action of frog legs. The swim strokes themselves hold other examples of words coming from non-aquatic sources. Butterfly (previously explained), backstroke, breaststroke, and freestyle all have nothing to do with water. The back and breast strokes seem to explain themselves, one executed while swimming on your back and the other executed while swimming with your chest or breast side of your body facing downward in the water. While the easiest to swim, freestyle tends to exists as a more complex term to understand. Technically breast, back, and fly exist as alternate strokes for the freestyle though usually traditionally performed as the complete reverse of backstroke. The stroke of free takes on the dictionary definition of â€Å"enjoying personal rights or liberty† (â€Å"free†), which allows swimmers to swim whatever stroke they deem the easiest or the fastest for themselves. Most of the words in the following lexicon find their roots in Germanic languages. Old Norse, Old Dutch, Old English, and even Old Frisian boast the origin of these words. Invented in Britain, competitive swimming has its lexical language background in these and other Proto-Germanic roots. Of the words in the following lexicon only five can have their origins traced back to Latin, French, or Greek. Of the five outliers, three are Latinate in origin. ‘Dolphin’ derived from a term for the animal and the constellation ‘dolphinus’, ‘paddles’ from the Medieval Latin term ‘padela’, and ‘cap’ from the word cappa. The Old French word ‘touch’ from ‘tochier’ joins with a Germanic word ‘pod’ to make the compound ‘tochierpod’ or ‘touchpad’. Finally, swimming gets its word ‘cards’ from the Greek word ‘khartes’. Verbs and nouns entirely comprise the lexicon list, evidence for this observation lies in the reasoning that verbs and nouns describe either an action or a piece of equipment. However, three words defy normal constructs of language. ‘Dolphin’, ‘whip’, and ‘flutter’ are normally used in language as a noun and two verbs respectively. In swimming, these words take on the role of an adjective because they are describing the type of kick used in a stroke (the dolphin kick in butterfly, the whip kick in breaststroke, and the flutter kick in backstroke and freestyle). Swimming, with its complex history of starting as a leisure activity and evolving into a competitive sport, becomes a wonderful example of how a language can adapt its words to fit a new activity. In addition to creating a new lexicon, a competitive swimmer may ignore old definitions as new definitions are created such as the case of ‘dolphin’. The following lexicon presents a collection of twenty swimming terms that demonstrate all of what has been previously written.

Transformational leadership compare articles Essay

Transformational leadership compare articles - Essay Example ose of this study is examine the relationship between transformational leadership in a business environment in France and how employees perceive fairness in terms of distributive, interactional and procedural fairness. This study is important, according to the authors because there exists very little if any, information about the relationship between leaders and other factors such as trust and satisfaction among followers. This study is very significant because it aims to tap in to this area and reveal important information that can help organizations improve relationships between leaders and employees (Bacha, and Walker,2012). The other article is ‘Ethical Preferences of Transformational Leaders: An Empirical Investigation’, written by Krishnan Venkat and Banerji Priyanka. The main objective of this article is to study the relationship between four main factors of transformational leadership and the individual preference of leaders regarding unethical behavior. According to the authors, this study is important because it aims at studying the impact that leaders have in managing unethical behavior in organizations through transformational leadership. The study examines five different ethical scenarios in an attempt to determine how transformational leadership can be used to manage such scenarios (Banerji, & Krishnan, 2000). In the first article, Bacha and Walker (2012) focus on filling the gap in research with regard to transformational leadership by studying the relationship between transformational leadership and the perceptions of employees on the concept of justice or fairness. This area has been overlooked in most scientific studies and these authors aim at revealing substantive information to improve the relationship between employees and their leaders (Bacha, and Walker,2012). The main research question for this article therefore is to find out how transformational leadership can be used to improve the employees’ perception of the concept of justice

Public Policy - Prescription Drug Abuse Essay Example | Topics and Well Written Essays - 4000 words

Public Policy - Prescription Drug Abuse - Essay Example There are intense wellbeing dangers in taking physician endorsed pills. This is the reason they are taken just under the forethought of a specialist. Furthermore and still, after all that, they must be nearly observed to evade dependence or different issues (Barnes et al, 2013). Numerous pills appear to be identical. It is to a great degree unsafe to take any pill that you are unverifiable about or was not endorsed for you. Individuals can additionally have distinctive responses to pills because of the contrasts in every individuals body science. A medication that was alright for one man could be exceptionally hazardous, even lethal, for another person. Doctor prescribed medications are alright for the people who really have the medicines for them and nobody else. According to Kraft and Furlong (2013), the rational analysis and decision-making model represents a series of analytical stages that are both comprehensive and evaluative in nature, which seek to identify important aspects and an in-depth understanding of a problem. This technique serves to provide valuable information such as defining what the problem is, identifying who it affects, factors that may have caused or contributed to the problem, highlight goals and objectives desired, examine an array of alternative solutions, individually assess each alternative to clarify its consequences, and ultimately establish which option would have the most probability to resolve the issue. It’s a multi-step approach to the policy process and a concept that follows a logical structure and affords practical application of clear and sensible methods for problem solving. Analysts ultimately seek to provide policymakers with the most pertinent and complete data necessary in order to fully un derstand the nature of an issue, as well as offer the best available options for effective problem solving. Although the sequence of steps and at what stage of the process they are applied may vary as well as

Democracy & sacred term Essay Example for Free

Democracy sacred term Essay Democracy is a sacred term associated with freedom. Freedom is an issue that has been fought for by a lot of nations worldwide. Freedom is a result of being independent, of possessing self-respect and dignity. Democracy is associated with freedom and vice versa. A true democracy is said to exist when the people of a given country are not deprived of their rights to vote, to express their feelings with the use of proper channels and when they can freely chose their leaders. The people sitting in government have a responsibility to its people, most especially to those who are oppressed and uneducated. It is often the case that during election time politicians gives out promises about the programs that they want to implement such as providing education for the poor. But, once these candidates are already proclaimed as winners they forget about their promises and do nothing about fulfilling them. There is an underlying reason for this and it is worse than what people think. In most third world countries, the reality is that politicians do not exert too much effort in alleviating the plight of the poor because they are afraid to educate the poor or make them literate. When these voters become literate or have gained knowledge, they would be able to vote wisely and this would mean that some politicians would not be put into office. The votes of the poor are the only things that matter to them and most of the politicians do not have a real concern about these illiterate people. The number of illiterates equate to the number of votes by which a potential candidate can use for his candidacy. The poor or the illiterate are segments in society that candidates and politicians alike would never give up on because they know that these people could help a lot in ensuring their success in elections. Thus, it can be said that there cannot be a true democracy if the people who compose the government are illiterate. (Bove, Carol. 2008. The Educational Theory of Jonathan Kozol. Retrieved from website http://www. newfoundations. com/GALLERY/Kozol. html). The reason for this is that these illiterate are deprived to choose the best people who would govern them. Education and knowledge are very important tools to the success of a nation. A government which deprives its constituents of the opportunity to learn cannot call themselves as living in a state of democracy. Instead, the opposite is true that without knowledge and education the government is destroying the lives of its people. The lack of education brings about many untold sufferings in a society and it is also the root cause of many problems. For one, the lack of knowledge or good education is the cause of poverty. Poverty is the evil that destroys the lives of many because many people use this problem as an excuse to commit crimes. This is the reality that gives life to the quote given by James Madison saying â€Å"A people who mean to be their own governors, must arm themselves with the power knowledge gives. A popular government without popular information or the means of acquiring it, is but a prologue to a farce or a tragedy, or perhaps both. † It is very important for any government that seeks to impose democracy to breath life and meaning to it. A democratic government should start by investing in the education of its people so that it can really be said that the former is a government for the people and by the people. The people and the government should work together if a true democracy really exists. The government should show that it is giving utmost importance to the participation of its people by taking into consideration the suggestion of the latter in making laws, rules, or other important functions. Douglass and Kozol are both correct in their observations and opinions that the cost of illiteracy is high and the damage are great. As already pointed out earlier, the problem on illiteracy deserves more consideration and in-depth study of how it would be addressed. An educated person is given endless possibilities in life to become the best that they can be, this privilege and opportunity is taken away from the illiterate who merely depend on what others tell them out of fear or desperation. Thus, these people who are illiterate are deprived of the freedom to live out their life as they please because they lack the knowledge on how to maximize their full potential. Kozol was correct in saying that â€Å"democracy is a mendacious term when used by those who are prepared to countenance the forced exclusion of one third of the electorate† since the educated and powerful people use the weaknesses of the illiterate to their advantage. The reality existing in society today is that good education is available only for those who can afford to pay for it. The government of the United States provide for free or low cost education which is not of good quality. Private schools in the country are very expensive thus the students enrolled therein are given the best that money can buy. Although the state provides for public education it is not as good as those being received by the students enrolled in private schools. Thus, there is an inequality at this level. The argument of Kozol that there should be a shift in the quality of education in that it should be made at par with those of private schools is within the concept of ‘malign neglect’. In essence, ‘malign neglect’ wants to give out the message that there seems to be neglect in the quality of education being received by the students of public schools. There should be equal opportunity of education to be received by all. (Kozol, Jonathan. May 23, 2002. Malign Neglect. Retrieved on May 6, 2009 from website http://www. thenation. com/doc/20020610/kozol. ) A high quality of education would help the government and the society to produce better individuals who can compete globally for the advantage of everyone concerned. The quote by Kozol saying that â€Å"This is the society which most of us did not create, but which our President and other leaders have been willing to sustain by virtue of malign neglect† is very accurate because the problems on illiteracy and poor education has been in existence for a very long time. Therefore it is a great challenge today to try to change the way on how things are at present as a result of the mistakes committed in the past. But, it can be done. If only the government would cooperate and listen to the needs of the people, changes could be proposed and implemented for the good of the society. It is not impossible to educate the illiterate or to give quality world class education to all children. It is not unknown to many that a lot of countries worldwide have fought for democracy to the point of shedding thousands of lives to achieve freedom and independence. A country which calls itself as a democratic nation should live by the true meaning of the word ‘democracy’. There is true democracy if the government is composed of people who were chosen by its people because they believe in their officials and not because they were lured by the latter to vote them as a result of false promises brought about by their illiteracy and poverty. Another aspect that deserves consideration is the need to upgrade the quality of education being received by students. There should be a proposal for the government to provide for an adequate budget for a good education for everyone without regard as to the social status of an individual. Without these aforementioned criteria’s, democracy remains to be a word that exists only in theory. Reference: 1. Bove, Carol. 2008. The Educational Theory of Jonathan Kozol. Retrieved on May 6, 2009 from website http://www. newfoundations. com/GALLERY/Kozol. html. 2. Kozol, Jonathan. May 23, 2002. Malign Neglect. Retrieved on May 6, 2009 from website http://www. thenation. com/doc/20020610/kozol.

Graduation Speech: Become People With Passion -- Graduation Speech, Co

Christmas Eve in Princeton, N.J, usually fulfills the picture-postcard promise of Christmas. And it was so, on that one particular Christmas Eve long ago. A light snowfall kissed the quaint Princeton houses, and door-to-door carol singers made their way to one particular door. The violinist's home. "O little town of Bethlehem," the boys sang, "how still we see thee lie..." In moments the door opened, and the gentle violinist stood in the doorway to greet the carolers. "Above thy deep and dreamless sleep, the silent stars go by..." The musician turned away, turned back into the house. Shortly he returned with his violin! The great man, the gentle old musician, accompanied the midnight carolers on his beloved instrument through each verse of the age-old hymn. Then, without a word, the young people turned away silently, and the old man slowly closed the door. And if this true story, if it is made more wonderful, it is not because a seasoned violin was brought out of retirement for one l ast spontaneous recital, but because the violinist himself has the best reason of all not to celebrate that snowy Christmas scene. The great genius was a Jew, and so revered was he that the very presidency of Israel once could have been his. But here is the rest of the story. Musicians will tell you, every great genius has his idol. This violinist's idol was Mozart. Once, a friend asked the violinist to comment on modern times. When the musician was a boy, wars were fought with rifles and cannons. Now the entire world might be devastated. What did that mean to the old man? The violinist hesitated, sat back thoughtfully in his chair. "It would mean," he said at last, "that people would no longer hear Mozart." For him, this most deeply conveyed the end o... ...lace for an answer. But, fellow graduates, you are here now, and I want to tell you that you do not have to live with the hopeless view that comes from this story. The one thing that Einstein was lacking was a relationship with the God I serve, who is Jesus Christ my Savior. If this genius would have allowed Him to answer his deepest question, he would have experienced a hope that would know no ends. Graduates, classmates, friends, the same hope that Einstein lacked is open for you to have. It is a choice you must make, to receive it or not, but I would be a selfish, inconsiderate person if I didn't share with you the hope that I have at the last opportunity that I will ever have to speak to each and every one of you. Class of 2012, I pray that you will become people with passion - passion for pursuing your dreams, and passion for the One who can give you hope.

A Mutable Self

Haley Wiedenman English 101 Brit Ashley 4/8/11 When reading â€Å"A Mutable Self†, by Mary Catherine Bateson, I am forced to analyze why I am myself. For several years I have stubbornly believed that I have become myself by myself alone and have not been influenced by the things and people around me. I didn’t want to admit that I am in fact tightly connected to people of my past and they have influenced who I am greatly. Bateson makes it clear in her writing that â€Å"no one –fetus, child, or adult- is independent of the actions and imaginations of others. Though we have the power to alter ourselves, the fact that we do so because the influence of others proves that we can never break the connection of the people who we have been subject to, making us somewhat dependent of those around us. Bateson brings this subject to our attention to spread an awareness of how we come to be under the influence of others. Not only does she inform us of the ways of ourselves b ut also she enlightens the reader of cultures around the globe.Taking in this information has the potential to change readers view and allow them to have a greater understanding of the world around them. In opening this door Bateson is creating a continual awareness that will aid the reader in their daily life though the understanding of themselves and others. On the contrary to popular belief, Bateson has faith that â€Å"the self is learned, yet ironically it often becomes a barrier to learning. The way that I perceive this is that we often are so stubborn with the views of ourselves that we deny any opposing views given by others, which in turn blocks our access to further knowledge. Once we have an idea in our head about a certain thing, it is often difficult to persuade us otherwise. In the works of Bateson she writes a personal story about her visit to an Iranian kindergarten. In her visit the teacher allowed a period for drawing time to the students. At the end of there time the teacher went to each student, collected the drawing pencils, and threw away each of there creations.I come from a home where my first piece of art I brought home remains framed in our living room. So, to me, it is extremely sad that these children are not rewarded for their creative efforts. Instead of a high five and gold star on our artwork, these small children just watch as their masterpieces fall into a trashcan. The difference between Iranian culture and my own is huge. Though I am sure they have there own motives for their ways, I personally am glad I grew up in a home where I was praised for my hard work.Even though I enjoyed reading this essay, I do believe there are a few things Bateson could have done my successfully. Her writing is a bit repetitive, which I suppose is an effective way to make your point clear, however it can also make the reading a bit dull from time to time. Another item she could have improved on is her connection to the reader. Many of her exampl es where of other cultures, and while this may be extremely interesting, it does not relate to the most the people who will be reading this essay.It could have been more triumphant if Bateson would have both related to the common reader and added other cultural insight. Connections between the Essays: 1- The self is ever changing – pg. 252 What is the Self? & pg. 272 A mutable Self 2- People and culture around you shape the self – pg. 261 What is the Self? & pg. 269-270 A Mutable Self Questions 1- Can we disconnect ourselves from our family/community to become independent and find our true selves? (w/ out outside influence) 2- What effect does our childhood have on our lives?

Chocolate Package Design Combined with Price Setting

Chocolate package design combined with price setting: A consumer purchase intention and overall impression investigation Cao Youjia, Wang Yicheng, Li Simei, Gao Junhong Abstract In our experiments, the research sheds light on consumers’ purchase intention and overall impression towards six types of combination of chocolate package and price: 1. aesthetic package with a relatively high price, 2. aesthetic package with an intermediate price, 3. aesthetic package with a relatively low price, 4. plain package with a relatively high price, 5. lain package with an intermediate price, 6. plain package with a relatively low price. After the six between-subject experiments, we find that package design and price setting do have influence on customers’ preference to purchase, but not as strong as our perception. On the other hand, the packaging has significance influence on the customers’ overall impression towards the product. The aesthetic package with the highest price l eaves the customer the best impression. Implications for future application for businesses are discussed in the final part.Key words: Package design, price setting, analysis of variance, purchase intention. Introduction â€Å"Man shows that he is affected by appearance, by something that causes him pleasure over and above the immediate utility of the object† (Clay, 1908). Designing aesthetic products to satisfy the consumers’ need is of growing importance in marketing. As core attributes of product, such as quality and functionality, become increasingly homogeneous (Reimann, Schilke, & Thomas, 2010), firms are shifting their efforts from concrete product characteristics towards less concrete ones such as package designing.This trend towards aesthetics in product differentiation may be based on the insight that aesthetic designs seem to trigger certain positive responses in consumers such as an immediate desire to own the product (Norman, 2004); an increased inclination to show off and care for that product (Bloch, 1995); and a higher willingness to pay for it (Bloch, Brunel, & Arnold, 2003). More importantly, products with aesthetic qualities may be treasured long fter their functional value fades (Martin, 1998). However, little is known about the preference of purchasing and the impression when consumers experience different designed packages with certain prices. Although packaging, as an integral design element, has recently been investigated by Orth and Malkewitz (2008), they comment that there is no good psychological theory when it comes to packaging aesthetics as well as the related prices and further research is necessary.In summary, we propose that the combination of the package and the price will shed light on the consumer purchase intentions and overall impression, therefore, may enlighten the businesses to wisely appropriate the capital on packaging with a certain price. One fundamental problem limiting work in the area involves the me aning of the concepts: packaging aesthetic is indistinct and elusive construct that often is mistaken for imprecise adjectives like â€Å"goodness, or luxury, or shininess, or weight† (Crosby 1979).Because definition is difficult, researchers often depend on one-dimensional self-report measures to capture the concepts (Jacoby, Olson, and Haddock 1973; McConnell 1968; Shapiro 1973) and thus must assume shared meanings among consumers. In experiments 1a, we attempt to differentiate aesthetic from plain package design by measuring scores given by participants between differently packaged chocolate. In experiment 1b, we attempt to figure out buyers’ subjective perceptions of price.Finally, applying the data from experiment 1a and 1b, experiment 2 uses 2*3 matrixes to shed light on the underlying correlation impact with packaging and price on buyers’ preference of purchasing as well as the overall impression, which helps explain consumers behavior and gives suggestio n to the domestic chocolate businesses. Furthermore, we slightly investigated the utility differentiation when the price and packaging is taken into consideration. Conceptual background and hypotheses H1.Given a certain product, when refer to the purchase intention, people are more likely to choose one with aesthetic package and relative low price, though package design and price setting have little influence on customers’ purchase intention of chocolate. Packaging is often important to the customer’s first impression of a brand, its quality, or its value (Harckham 1989). Price, the extrinsic cue receiving the most research attention (see Olson 1977 for a complete review of this literature), appears to function as a surrogate for quality when the consumer has inadequate information about intrinsic attributes.H2. Package design has significance influence on the customers’ overall impression towards the chocolate product. Aesthetic package with a relatively high p rice owns the best evaluation. Considerable empirical research has investigated the relationship between price and quality (see Olson 1977 for a review of this literature in marketing) and has shown that consumers use price to infer quality when it is the only available cue. Experiment 1a Overview and method In our first experiment, we attempt to differentiate aesthetic from plain packages through the scores that participant given.Our between-subjects, repeated measure experimental design included two different conditions: in the aesthetic condition, we presented chocolate packages that were pre-selected according to important visual aspects of aesthetic package design such as beauty, unity, and prototypically (Orth & Malkewitz, 2008; Veryzer & Hutchinson, 1998). In the plain condition, we presented the other package that was pre-selected based on their functionality and practical utility. Each trial started with a brief preparation phase show the chocolate, followed by the packagin g to hold the chocolate.Picture stimuli were pretested among 32 undergraduate students, which were given aesthetics versus plain product packaging. Participants were then asked to assess the picture given as being plain or aesthetic (scale from 1 to 6). Randomly eight boys and eight girls were kept for aesthetic packaging and another eight boys and eight girls were exposed to plain packaging. The questionnaires of the experiment are attached to the report as appendix 1. Result We simply counted the number of choices in both conditions and found that participants in the aesthetics condition give higher scores than the plain condition[pic].Sex has no effects on the given scores[pic] and[pic]. Discussion In experiment 1a, when the visual product stimuli were richer in their aesthetic appeal, participants have the inherent perception of which should get higher marks. Experiment 1b Overview and method We intended to get the acceptable price range of the given image of chocolate and then figure out the relative high price, intermediate price and the low price, which will contribute to accuracy and efficiency of experiment 2.We show the same image of chocolate without packaging (the same image of the first phase of experiment 1) to 32 randomly chosen undergraduates (16 girls and 16 boys). Then ask them how much they would pay for that kind of chocolate (x/500g). As we usually don’t have a clear mind of how much the chocolate usually worth the money, we give the price of Dove chocolate as the reference point (53/500g). The questionnaires of the experiment are attached to the report as appendix 2. Result We collected the data and draw the graph as follows: [pic] And sex has no effects on the given scores[pic].Discussion After experiment 1b, we decided to use the relative low price as ? 20/500g (minimum), intermediate price as ? 53/500g (median) and relative high price as ? 100/500g (maximum). Experiment 2 Overview and method This is our main experiment. Problem Formulation 1. aesthetic package with a relatively high price, 2. aesthetic package with an intermediate price, 3. aesthetic package with a relatively low price, 4. plain package with a relatively high price, 5. plain package with an intermediate price, 6. plain package with a relatively low price.Which Combination does the consumer most likely to buy? And which combination can get the best evaluation from customers? Determination of Sources of Information Sources of information are from text books, literature About package theory as well as information comes from experiment 1a and 1b. IV and DV The independent variables— there are two pairs of Independent Variables of our research: 1) Package: aesthetic and plain. 2) Prices: high, intermediate and low. The dependent variables 1) The intensity of consumers’ purchase intentions. 2) Customers’ overall impression towards the chocolate product.Sample We chose our schoolmates as our research participants. Forty subje cts were selected from Shanghai Jiao Tong University and were randomly assigned to four treatment groups. As a total of 40 respondents participated, resulting in a data set of 40 different product choices. Procedure During the experiment, there was no evidence to suggest that subjects were aware of the different sets of experimental material provided and the subjects showed little concern in the experimental materials of others. All above has showed that our experiment is a between-subject experiment.Design of Data Collection Method and Data Collection forms We use a combination of PPT auto play and the questionnaire to carry out our experiment We separate our PPT display to 4 parts: 1. Product category and product image presentation, which lasts 4 seconds. 2. Chocolate presentation, which lasts 4 seconds 3. Package image presentation, which lasts 4 seconds. 4. Price presentation (price appear on top of the picture of the package), which lasts 4 second. Follow on, the participants a re asked to answer a questionnaire about their purchase. The PPT is shown as following: PPT: pic] [pic] The questionnaires of the experiment are attached to the report as appendix 3. Result After collecting the data, we get the following result, |sources of |DF |SS |MS |F |P | |variation | | | | | | |packaging |1 |1. 35 |1. 35 |0. 77 |0. 383 | |price |2 |2. 8 |1. 4 |0. 8 |0. 454 | |interaction |2 |1. 2 |0. 6 |0. 34 |0. 711 | |Error |54 |94. 3 |1. 7463 |? |? | |Total |59 |99. 65 |? |? |? |FIGURE 1 THE IMPACT ON CONSUMERS’ PURCHASE INTENSION Judging from the data above, though we may draw the conclusion that packaging and price has no significant influence on the purchase intention as we expected. There do exist some influence when we have a glance at the following graphs, we can find that customer tend to choose the one with the aesthetic packaging and low price. EXHIBIT 1 [pic][pic] FIGURE 2 THE IMPACT ON OVERALL IMPRESSION |sources of |DF |SS |MS |F |P | |variation | | | | | | |packaging |1 |10. 167 |10. 4167 |7. 69 |0. 008 | |price |2 |3. 7333 |1. 8667 |1. 38 |0. 261 | |interaction |2 |5. 7333 |2. 8667 |2. 12 |0. 13 | |Error |54 |73. 1 |1. 3537 |? |? | |Total |59 |92. 9833 |? |? |? | We can easily find that packaging has significant influence on the overall impression. EXHIBIT 2 [pic] [pic] Another interesting discovery is that given the aesthetic packaging, when the price is higher, the overall impression improves. DiscussionThe purchase intention doesn’t fluctuate a lot with the change of package and price, which is quite reasonable when the attributes of chocolate is taken into consideration. We just try to sell the same chocolate and chocolate is a certain kind of food, that intensity to purchase will not have an abrupt change with the extrinsic variation. The result of the experiment also shed light on the information as follows: People are more likely to purchase what is not only cheap, but also packaged well. But a better packaging and h igher price will contribute to better impression among the customers. ApplicationAlong with the research above, we also investigated other factors to influence the purchase behavior and get some useful data. Chinese people’s preferences towards chocolate, according to our experiment results, are relatively high. The index turns out to be 4. 5/6, females enjoys an even higher 4. 7/6. Therefore, there exists potential Chinese market for daily chocolate consumers. We suggest chocolate producers to provide customers with a fair price (lower than that of imported chocolate) and a plain package. What we want to stress is that in that circumstance, consumers’ experience is needed.Relatively plain and casual package can choose a relatively low price to gain bigger sales. As we can see from our data, the majority of Chinese consume chocolate only when holidays such as on the Valentine's Day. Therefore, we suggest chocolate companies focusing on the â€Å"festivals and holidayà ¢â‚¬  market. We emphasize that the design of the chocolate should be aesthetic. As we can see from our results, high-end chocolate may choose relatively high prices in order to give consumers a deep impression for the benefit of building a good brands reputation.Moreover, people are more likely to consider that kind of chocolate as gifts for others. Acknowledgments The authors thank Dr. Wang Liangyan for helpful comments and suggestions on earlier version of the manuscript. The research was supported by Antai College of Economics & Management, Shanghai Jiao Tong University. Reference T Aharon, I. , Etcoff, N. , Ariely, D. , Chabris, C. F. , O'Connor, E. , & Breiter, H. C. (2001). Beautiful faces have variable reward value: fMRI and behavioral evidence. Neuron, 32(3), 537? 551. Arnheim, R. (1974).Art and visual perception: A psychology of the creative eye. Berkeley, California: University of California Press. Bechara, A. , Damasio, H. , Tranel, D. , & Damasio, A. R. (1997). Decidin g advantageously before knowing the advantageous strategy. Science, 275 (5304), 1293? 1295. Berlyne, D. E. (1974). Studies in the new experimental aesthetics: Steps toward an objective psychology of aesthetic appreciation. Washington, DC: Hemisphere Publishing. Bettman, J. R. , Luce, M. F. , & Payne, J. W. (1998). Constructive consumer choice processes.Journal of Consumer Research, 25(3), 187? 217. Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer response. Journal of Marketing, 59(3), 16? 29. Appendix Questionnaire for experiment 1a: Hi, we are now carrying out a survey of consumer behavior. Please choose the answer and fill in the blanks according to your OWN conceptions. Your time and kindness are highly appreciated, thank you! NOTE: This survey is carried out anonymously, please feel free to answer. A1? Please score the chocolate package on the slidePLAIN 1 2 3 4 5 6 YES AESTHETIC Questionnaire for experiment 1b: Hi, we are now carrying out a survey of con sumer behavior. Please choose the answer and fill in the blanks according to your OWN conceptions. Your time and kindness are highly appreciated, thank you! NOTE: This survey is carried out anonymously, please feel free to answer. A1? How much would you like to pay for the chocolate on the slide, just write down the number in the blank. /500g Questionnaire for experiment 2: Hi, we are now carrying out a survey of consumer behavior.Please choose the answer and fill in the blanks according to your OWN conceptions. Your time and kindness are highly appreciated, thank you! NOTE: This survey is carried out anonymously, please feel free to answer. A1? Purchase intention NO 1 2 3 4 5 6 YES A2? Overall impression BAD 1 2 3 4 5 6 GOOD A3? usage SELF USE 1 2 3 4 5 6 AS GIFTS GENDER Male Female YOUR AGE__________________________________________________ B1? Do you like chocolate NO 1 2 3 4 5 6 YES B2? How often do you buy chocolateA Seldom B On holidays C Once-twice per month D Three times or m ore per month ———————– ?100/500g (high price) ?53/500g (intermediate price) ?20/500g (low price) ?100/500g (high price) ?53/500g (intermediate price) ?20/500g (low price) Dove chocolate? 55/500g Price Presentation (4 seconds) Package Presentation (4 seconds) Choc? 20/500g (low price) Dove chocolate? 55/500g Price Presentation (4 seconds) Package Presentation (4 seconds) Chocolate itself Presentation (4 seconds) Product category Presentation (4 seconds)

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