Launcelots soliloquy Essay Example For Students

Launcelots speech Essay Another phenomenal on-screen character in the play was Craig Gazey who played Launcelot. He had the crowd chuckling each time he was in front of an audience. Craig Gazey utilized his non-verbal communication to make strong attributes for Launcelot. When speaking Launcelots speech, Craig Gazey utilized his non-verbal communication to show how Launcelot was conflicted between two perspectives. His body twitched from side to side, to show how he was conflicted between his great still, small voice and his terrible inner voice. Different pieces of the play when Launcelots non-verbal communication appeared to stand apart were the point at which he was demonstrating his aversion to his lord, Shylock. At the point when Shylock provided him requests or addressed him, he demonstrated a demeanor of fatigue and restlessness. His body was gotten some distance from Shylock in lack of engagement and he generally looked just as he needed to leave as soon he could. Craig Gazeys non-verbal communication was never over controlling, it went with his character fittingly. He utilized his signals successfully to communicate Launcelots emotions. His signals where huge and unexpected which certainly fit Launcelots character as he is by all accounts somebody who might consistently stick out. Craig Gazey utilized his voice to add to the comic intrigue of his character. He had an alternate complement to different characters, which gave his character a slight edge. He differed his tone so he was continually intriguing to tune in to. He conveyed his lines impeccably and all that he said was reasonable. When Launcelot should be the focal point of consideration, Craig Gazey ensured he was; it was difficult to be exhausted while he was talking. When Launcelot was not simply the focal point of consideration, Craig Gazey fitted himself into the activity well, supplementing different entertainers. Since Craig Gazey was constantly engaged, it was simple and fascinating to follow the activity. He made Launcelot wake up; his presentation was entirely trustworthy. Mary Charlton worked admirably of picking the outfits for the characters. Each character was continually wearing something appropriate for their character and status. The outfits were not dull however they despite everything fit effectively into the play. They were not diverting from the activity yet they were something intriguing to take a gander at. The hues utilized in the play appeared to be natural hues for the most part, similar to green or earthy colored. This aided towards ensuring the outfits were not overwhelming the activity. The entire stage region was utilized well and the entertainers could without much of a stretch move around it. There was an extension, which angled out into the crowd. This was something that made the set unique in relation to sets in different theaters. The activity was spread out well indeed; the entertainers never obstructed one another. It was commonly simple to see the activity in front of an audience. The space around the groundlings zone was likewise utilized at parts of the play. On-screen characters entered the phase from that point and a few lines were spoken there. This additional enthusiasm to the play as the activity was consistently in an assortment of spots. The play was outwardly fascinating as there were things occurring in better places and the entertainers never appeared to stop for extremely long. The lighting added to the experience as the entire crowd was obvious just as the stage. This implied the entertainers needed to speak with the crowd. The on-screen characters were consistently obvious. As characteristic light was utilized to light the stage, evening time couldnt be appeared through dimness. Along these lines, at parts in the play when it was night, additional lighting was utilized to make the deception. There was a road light by the stage, which was turned on when it was evening, and there were lights lit at different parts in the play. This instrument was powerful as at these focuses clearly the night was being depicted. There were numerous pieces of the play when live stable from a band was utilized to help make environment or simply add to the enthusiasm of the play. .ua070e673274720a098c5ff0a3ad8035b , .ua070e673274720a098c5ff0a3ad8035b .postImageUrl , .ua070e673274720a098c5ff0a3ad8035b .focused content zone { min-tallness: 80px; position: relative; } .ua070e673274720a098c5ff0a3ad8035b , .ua070e673274720a098c5ff0a3ad8035b:hover , .ua070e673274720a098c5ff0a3ad8035b:visited , .ua070e673274720a098c5ff0a3ad8035b:active { border:0!important; } .ua070e673274720a098c5ff0a3ad8035b .clearfix:after { content: ; show: table; clear: both; } .ua070e673274720a098c5ff0a3ad8035b { show: square; change: foundation shading 250ms; webkit-progress: foundation shading 250ms; width: 100%; obscurity: 1; progress: haziness 250ms; webkit-change: murkiness 250ms; foundation shading: #95A5A6; } .ua070e673274720a098c5ff0a3ad8035b:active , .ua070e673274720a098c5ff0a3ad8035b:hover { darkness: 1; progress: mistiness 250ms; webkit-progress: mistiness 250ms; foundation shading: #2C3E50; } .ua070e673274720a098c5ff0a3ad8035b .focused content territory { width: 100%; position: rel ative; } .ua070e673274720a098c5ff0a3ad8035b .ctaText { fringe base: 0 strong #fff; shading: #2980B9; text dimension: 16px; textual style weight: intense; edge: 0; cushioning: 0; text-design: underline; } .ua070e673274720a098c5ff0a3ad8035b .postTitle { shading: #FFFFFF; text dimension: 16px; textual style weight: 600; edge: 0; cushioning: 0; width: 100%; } .ua070e673274720a098c5ff0a3ad8035b .ctaButton { foundation shading: #7F8C8D!important; shading: #2980B9; outskirt: none; outskirt range: 3px; box-shadow: none; text dimension: 14px; textual style weight: striking; line-stature: 26px; moz-outskirt span: 3px; text-adjust: focus; text-embellishment: none; text-shadow: none; width: 80px; min-stature: 80px; foundation: url(https://artscolumbia.org/wp-content/modules/intelly-related-posts/resources/pictures/straightforward arrow.png)no-rehash; position: outright; right: 0; top: 0; } .ua070e673274720a098c5ff0a3ad8035b:hover .ctaButton { foundation shading: #34495E!important; } .ua070e6732 74720a098c5ff0a3ad8035b .focused content { show: table; tallness: 80px; cushioning left: 18px; top: 0; } .ua070e673274720a098c5ff0a3ad8035b-content { show: table-cell; edge: 0; cushioning: 0; cushioning right: 108px; position: relative; vertical-adjust: center; width: 100%; } .ua070e673274720a098c5ff0a3ad8035b:after { content: ; show: square; clear: both; } READ: William Shakespeare makes a great deal of pressure for the crowd in Romeo and Juliet EssayI feel that 8 out of 10 is an exact rating for the play. The play was splendid however on occasion it came up short on some stream. I imagine that the most grounded part of the presentation was the modernizing of the diversion in the play. This assisted with adding enthusiasm to the play for the individuals who hadnt read the book. It likewise gave numerous a method to relate the characters of the play to individuals in our regular daily existences. It is difficult to state what the most vulnerable segment in the play was, however it w as presumably perceivability of the on-screen characters. For a groundling, it was regularly difficult to see all the activity on the stage. Show review as it were

Rape Simulator Video Games and Democracy Essay Example

Bad Ideas Weekend

Bad Ideas Weekend Ever wanted to sculpt a masterpiece out of butter?  Make a city out of meat?  Toss a watermelon back and forth in some sort of deranged water balloon fight? This weekend was Bad Ideas Weekend.  MIT students from across campus joined together to work on the worst possible ideas they could come up with. To celebrate the start of the weekend, a strange object was placed on the facade of lobby 7. Im not really sure what it is, but it definitely says Bad Ideas on it and it advertises Bad Ideas, so I approve. East Campus has been buzzing and punting for the past few weeks in preparation for this weekends events.  You can see the effects of the madness all over the courtyard and even in the basement. I quickly found that being a vegetarian during Bad Ideas Weekend is a bad idea.  Many of the events involved eating meat, like the Wing Eating kick-off event (See Kate R. 14s post), Taco Bell Eating competition, Exotic Meat event, and How Many Feet Can You Eat Subway eating event.  But I still found things to do, like observe the meat eaters preparing for their challenges and attend my first event of Bad Ideas, the Craigslist Scavenger Hunt. My friend Ali F. 16 rented a zip car Friday night and six of us ventured off to find as many insane things as we could for free off of Craigslist in the Boston-Cambridge area.  We found a toilet and a ceiling fan, and quite an interesting decoration for hall.  We got lost in a snowy Boston and almost ended up at the airport, but we found our way back home eventually.  After two hours, the participants gathered all the things we had found from all over Boston in one giant reuse pile, and we admired our treasures.  There were chairs, televisions, cushions, books, and clothing.  I went through the pile and found a new friend. I named him Charles.  After a wonderful night, Ali and I made cookies for hall and I proceeded to study for my physics final Monday. But then it was Saturday. And there was even more awesome. Once again, my hall was obsessing over meat.  Last time, they were going crazy for bacon as certain people attempted to make soap out of bacon fat, but Saturday it was because Frobert M. 15 and Taylor A. 13  were making a mini version of MIT campus out of meat. Yup, the East Campus Talbot Kitchen had over $400 of meat in it.  And their team worked away at making the best piece of meat art possible. (Alyssa W. 16 helped in the kitchen with cooking pork) And there was so much meat :( :( Even the mashed potatoes had bacon in them :( But some my sadness quickly washed away as I stepped outside to find butter.  108 pounds of butter. BUTTER SCULPTING!!! How could this be a bad idea? It seems like a dream you never knew you had, a wonderfully fun event for all. Except that I quickly learned that I am not a butter sculpter.  It looked so easy in the lounge, where everyone was so carefully carving blocks and faces and buildings out of butter. I tried to make a squanch, which is my halls mascot, but as you can see, it ended terribly. Still, I had fun.  This weekend was quite great, and it wasnt even near over yet!  Saturday night was the infamous Green Building Challenge, where students were challenged to run up the 19-story Green Building as many times as they could.  I couldnt participate in running this year because I broke my foot a couple months ago from running (stress fractures are mean!!) and I am still in the healing phase, but it was so exciting to see the challenge in action!  Also, I got to hand out inspirational flyers and bananas at the top of the building!! This has been a wonderful weekend, a necessary break for me during this very hosed physics-and-calculus-filled IAP.  It is a weekend before two finals and full of a lot of stress and chaos, but IAP is almost over and I cant wait for a new awesome semester. Post Tagged #Bad Ideas Weekend

The Question of Loyalty by Mitsuye Yamada Free Essay Example, 2250 words

The poem The Question of Loyalty by Mitsuye Yamada discusses the emotions and reactions of a time in American history where the loyalty and honor of the Japanese people are questioned. In creating this distrust, the Japanese people were put into a position to choose between the loyalties to their families and history and that of their present relationships in their new homeland, America. The poem shows how she received the events as a young adult having spent most of her life in the United States, but also provides context for how she is now perceived by the population of her new homeland, a homeland to which she is not actually new. It affects her mother profoundly, but she only sits back as events unfold as they have only a cursory meaning. She is arbitrary in how she feels about the events. As such, she presents her story in a few words filled with embittered irony. The last line of the poem The Question of Loyalty by Mitsuye Yamada states I signed my only ticket out (Patterso n 198). This reveals how she has come to understand that she is being asked to sign away her identity in exchange for her freedom. We will write a custom essay sample on The Question of Loyalty by Mitsuye Yamada or any topic specifically for you Only $17.96 $11.86/page She has given in to the pressures of the American people to assure them that she was not covertly conspiring against them. Even in this act of courage and loyalty to the American people, she knows that she has sold out her own heritage, giving this signature with the understanding that in doing so she was renouncing her loyalty to the Japanese people.

The Safety Plan For Fran And Her Son - 1361 Words

The first safety plan option could help Fran by stopping an argument from occurring if she knows what triggers Bobby. The second option allows Fran to get away from any objects that Bobby could use as weapons to hurt her. The third option helps Fran because if anything were to happen she would have someone to help her stop Bobby or a witness to what has happen. The fourth options helps Fran by being able to run to any payphone and call people that she knows could help her. The fifth option allows Fran to know what way to run if she is running away from Bobby without coming to a dead end. The sixth options allow Fran to leave the house without worrying of leaving anything behind because everything she needs is in the emergency bag. The†¦show more content†¦A safety plan is an essential tool for people to use to assist women or men in domestic violence relationships. A safety plan helps explore and map out options and ideas to promote safety when domestic violence or family vi olence has occurred. This could prevent careless actions from happening such as not knowing where to go, or becoming the aggressor. Taking these precaution can help save the lives of women or men in an event of a violent episode of rage or frustration. It is important for the victim to strategize what are their alternatives and identify triggers of what causes the violence, in order to prevent it from happening. A safety plan needs to be tailored to the individual needs and should promote safety at any moment of altercation. A safety plan encourages building a trustworthy relationship that may help the victim coupe with the situation by exchanging thoughts and ideas. This relationship is an essential resource for the victim, as violence could happen at any time. A safety plan could encourage many women to finally get the boldness to leave their partners, but there are certain resource women need to be successful. In the novel â€Å"Black and Blue† Frannie Benedetto suffered h orrible abuse by her police officer husband, Bobby. Frannie finally get the valor to leave him when she realizes that her abuse will never stop, no matter how good she is to her husband. Fran decide to runaway with her son Robert. She takes on the identity of someone

Contract and Professor Knox Group Free Essays

SOPHIA HENRY WEEK TWO ASSIGNMENT ETHICS: PROFESSOR KNOX GROUP A A newspaper columnist signs a contract with a newspaper chain. Several months later she is offered a position with another newspaper chain at a higher salary. Because she would prefer making more money she notifies the first chain that she is breaking her contract. We will write a custom essay sample on Contract and Professor Knox Group or any similar topic only for you Order Now The court will decide the legality of her action. But what is the morality? Did she the columnist behave ethically? An airline pilot goes for his regular medical checkup. The doctor discovers that he has developed a heart murmur. The pilot only has one month to go before his retirement. The doctor wonders whether, under these unusual circumstances she is justified in withholding the information about the pilot’s condition. (1) An employment contract is a contractual relationship between an employer and an individual employee or organization. My first issue at hand is the terms under which the contract was signed. The court has to determine whether it was stated on the contract that the columnist was locked in until the term were fulfilled under which she would be ethically wrong to break that contract. If an employee willingly breaks the terms of their contract it is unethical behavior and should be held accountable for those actions. Understandably the columnist has researched and came across a better opportunity which is financially gainful to her but she also had to explore the ramifications for accepting their offer of employment as it was presented to her. Consideration had to be taken by the columnist that time and money was spent on recruiting her for the job and ensuring that she was settled in a comfortable environment to conduct her duties accordingly and up to company standards. On the other hand it is not immoral to break a contract to pursue better opportunity for oneself if the term of the contract does not state that she had to serve for a certain period of time before leaving. Immorality would come into play if she willingly and knowingly ignores the terms and sought out other employment opportunities while being employed under that agreement. If she knowing breaks the terms of the agreement she would be legally responsible for repaying the recruitment fees and all money spent by the employer to ensure that she was situated at her position as well as all fees for recruiting someone else to replace her. I believe that the columnist was wrong to enter into a contractual agreement if her job search was not over and that if she really wanted the job she should have been honest with the employer and discuss not getting into a contractual position at the company while she pursues better pay and opportunity. The columnist was guided by her mind and conscience to do what was best for her at the time and was not thinking long term or the ramifications to the company if she decided to leave her contract early. I think both Augustine and Aquinos would commend her for following her virtue and doing what is right for her as an individual. Aquinos believes that we all have to find something in practical reasoning that will help us come to the best conclusion for ones self and that is what the columnist did, her one big reason was that she wanted to make more money and that was her drive for getting out of her contract early. (2) There is no reason to justify withholding anyone’s medical diagnosis form them, it is not justified morally and ethically. It is unethical and immoral especially from a doctor’s standpoint because his/her oath is to protect and treat no matter what the circumstances are and not honoring that oath in my opinion is an evil act. The pilot can still perform his duties until retirement under close doctor supervision and with the help of medication to control his symptoms. I do not think that his diagnosis should impact his retirement benefits as he is suffering for a condition that is beyond his control and not of his own doing. The physician’s only concern at this point is find ways in keeping the pilot healthy, provide him with enough information on his diagnosis and ease his mind from the worries he might have. Neither Augustine nor Aquinos would agree with the path the doctor is thinking of taking with the pilot. One is the reasons is because the news does not affect him personally nor is his virtue at stack. Though the doctor is trying to do a good deed and allow the pilot to enjoy the few weeks before his retirement stress and worry free he is also doing him a disservice by not giving him the option to make the choice of whether he wants to retire now or try to continue with his journey and retire at his scheduled time. Ethically the doctor has to follow the law and relay any findings and diagnosis to the pilot so he can come to terms in dealing with the symptoms and treatment of his diagnosis. How to cite Contract and Professor Knox Group, Papers

Samsung and Financial Crisis Case Study Essay Example

Samsung and Financial Crisis Case Study Essay USC Marshall School of Business Marshall Research Paper Series Working Paper MKT 16-10 Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers C. W. Park Marshall School of Business, University of Southern California Deborah J. MacInnis Marshall School of Business, University of Southern California Joseph R. Priester Marshall School of Business, University of Southern California Andreas B. Eisingerich Imperial College London Dawn Iacobucci Owen Graduate School of Management, Vanderbilt University This paper can be downloaded without charge from the Social Science Research Network electronic http://ssrn. com/abstract=1605782 1 Electronic copy available at: http://ssrn. com/abstract=1605782 1 Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers May 12, 2010 C. Whan Park Joseph A. DeBell Professor of Marketing ACCT 306C Marshall School of Business University of Southern California Los Angeles, CA 90089-0403 Phone: 213-740-7107; Fax: 213-740-7828 [emailprotected] usc. edu Deborah J. MacInnis Charles L. and Ramona I. Hilliard Professor of Business Administration ACCT 306C Marshall School of Business University of Southern California Los Angeles, CA 90089-0403 Phone: 213-740-5039 ; Fax: 213-740-7828 [emailprotected]c. edu Joseph Priester Associate Professor of Marketing ACCT 306C Marshall School of Business University of Southern California Los Angeles, CA 90089-0403 Phone: 213-821-5649; Fax: 213-740-7828 [emailprotected] usc. edu Andreas B. Eisingerich Assistant Professor of Marketing Imperial College Business School Imperial College London London, UK SW 7 2AZ Phone: +44(0)20-7594-9763; Fax: +44(0)20-7823-7685 a. [emailprotected] ac. uk Dawn Iacobucci E. Bronson Ingram Professor in Marketing We will write a custom essay sample on Samsung and Financial Crisis Case Study specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Samsung and Financial Crisis Case Study specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Samsung and Financial Crisis Case Study specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Owen Graduate School of Management 401 21st Avenue South Vanderbilt University Nashville, Tennessee 37203 Phone: 615-322-4075; Fax: 615- 343-7177 Dawn. [emailprotected] vanderbilt. edu Forthcoming, Journal of Marketing Electronic Electronic copy available at: http://ssrn. com/abstract=1605782 2 Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers Abstract Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (a) consumers’ intentions to perform difficult behaviors (those they regard as utilizing consumer resources), (b) actual purchase behaviors, (c) brand purchase share (the share of a brand among directly competing brands), and (d) need share (the extent to which consumers rely on a brand to address relevant needs including those brands in substitutable product categories). Keywords: Brand management, consumer behavior, marketing strategy, brand attachment, attitude strength Electronic Electronic copy available at: http://ssrn. com/abstract=1605782 3 Academic researchers and practitioners in marketing have shown significant interest of late in studying consumers’ attachment to brands (Chaplin and Roedder John 2005; Park and MacInnis 2006; Schouten and McAlexander 1995; Thomson 2006). As a construct that describes the strength of the bond connecting the consumer with the brand, attachment is critical as it should impact behaviors that foster brand profitability and customer lifetime value (Thomson, MacInnis, and Park 2005). At the same time, marketers have long invoked the constructs of attitude valence and strength as key antecedents to consumer behavior. Attitude valence is defined as the degree of positivity or negativity with which an attitude object (here a brand) is evaluated. Brand attitude strength is conceptualized as the positivity or negativity (valence) of an attitude weighted by the confidence or certainty with which it is held, i. e. , the extent to which it is seen as valid (Petty, Brinol, and DeMarree 2007). Strong attitudes result from effortful thought about the attitude object (Petty and Cacioppo 1986), most often given its personal relevance. This effortful thought, and the confidence with which the attitude object is held, guide behavior. Brand attitude strength has been shown to predict behaviors of interest to firms, including; brand consideration, intention to purchase, purchase behavior, and brand choice (Fazio and Petty 2007; Petty, Haugtvedt, and Smith 1995; Priester et al. 2004). The rich history of research on brand attitude strength raises questions about the need for a construct such as brand attachment. Does attachment provide value beyond measures of brand attitude strength? At present, the answer to this question is elusive, as research to date has not verified how brand attachment and brand attitude strength differ conceptually or empirically. Nor has research differentiated what unique consumer behaviors, if any, each predicts. The present research makes three key contributions pertinent to these issues. First, we differentiate the brand attachment construct from brand attitude strength conceptually, arguing Electronic copy available at: http://ssrn. com/abstract=1605782 that the two constructs have distinct conceptual properties and entail different formation processes. Second, we validate this distinction empirically, developing a novel scale that maps the conceptual properties of brand attachment and assessing its relationship to attitude strength. Third, and most significantly, we empirically demonstrate that attachment and attitude strength have distinct behavioral implicat ions. Brand attachment more accurately predicts intentions to perform behaviors that utilize significant consumer resources (time, monetary, reputational). It is also a stronger predictor of actual consumer behaviors than is brand attitude strength. These effects are observed in terms of consumer purchase behavior, brand purchase share (i. e. , choice among directly competing brands), and need share (i. e. , choice among brands targeting similar needs), and they are observed even after controlling for consumer inertia (i. e. , past behaviors) and other potential factors. Beyond their theoretical significance, our results have significant managerial implications, suggesting that brand attachment serves as the ultimate destination for customer-brand relationships. As far as we are aware, this is the first article to examine this diverse set of behavioral outcomes from brand attachment and it is the first to demonstrate these effects in relation to attitude strength. Conceptual Distinction between Brand Attachment and Brand Attitude Strength Attachment Although research has examined attachment in interpersonal contexts, research in marketing suggests that consumers can also develop attachments to marketplace entities, including product brands (Fournier 1998; Keller 2003; Schouten and McAlexander 1995), celebrities (Thomson 2006), and special possessions (Ball and Tasaki 1992; Kleine and Baker 2004). Notably, despite 5 the growing popularity of the attachment construct, the conceptual properties of this construct remain elusive. Conceptual properties. Brand attachment is defined as the strength of the bond connecting the brand with the self. Consistent with attachment theory (Mikulincer and Shaver 2007), this bond is exemplified by a rich and accessible memory network (or mental representation) involving thoughts and feelings about the brand and the brand’s relationship to the self. Two critical factors reflect the conceptual properties of brand attachment: brand-self connection and brand prominence. Brand-self connection. First, the idea that attachment involves a bond (with the brand included as part of the self) suggests that a critical aspect of attachment involves the cognitive and emotional connection between the individual and the self, defined here and elsewhere as brand-self connection (Chaplin and Roedder John 2005; Escalas and Bettman 2003; Escalas 2004). By categorizing the brand as part of the self, a consumer develops a sense of oneness with the brand, establishing cognitive links that connect the brand with the self. Though cognitive in its representation, this brand-self linkage is inherently emotional (Mikulincer and Shaver 2007; Thomson et al. 2005), involving myriad and potentially complex feelings about the brand, including sadness and anxiety from brand-self separation, happiness, and comfort from brandself proximity, and pride from brand-self display. Consumers can be connected to a brand because it represents who one is (e. g. , an identity basis) or because it is meaningful in light of goals, personal concerns, or life projects (an instrumentality basis, Mittal 2006). Brand prominence. In addition to brand-self connection, previous research suggests that the extent to which positive feelings and memories about the attachment object are perceived to be top of mind also serves as an indicator of attachment. According to Mikulincer (1998) and 6 Collins (1996), positive memories about the attachment object (e. g. , another person) are more prominent for individuals who are highly attached to an attachment object than they are for individuals who show weak attachment. The fact that brand-self connections develop over time and through experience suggests that brand-related thoughts and feelings become part of ne’s memory and vary in the perceived fluency or the ease with which they are brought to mind. We call this component brand prominence: Prominence reflects the salience of the cognitive and affective bond that connects the brand to the self. This salience is reflected by the perceived (1) ease and (2) frequency with which brand-related thoughts and feelings a re brought to mind. Thus, consumers’ attachment in relation to two brands with the same degree of brand-self connection is greater for the brand that is perceived to be more prominent. Importance of both indicators. Brand-self connection is a core component of attachment since it centrally reflects the definition of attachment as the bond connecting the individual with the brand. However, we suggest that the inclusion of brand prominence adds precision in measuring the â€Å"strength† of the bond connecting the brand with the individual. This is so for two reasons. First, when thoughts and feelings about the brand are highly accessible, prominence may exert a disproportionately strong influence on decision making (Alba and Marmorstein 1987) and ultimately consumer purchase behavior (Akcura, Gonul, and Petrova 2004). Specifically, consumers for whom brand-self connection is high and for whom associations are also prominent may be more likely to engage in relationship sustaining behaviors than those for whom the brand-self connection is high but prominence is low. This is true because the brand’s prominence makes relationship sustaining activities salient as well. Hence, one might observe greater behavioral commitment in the form of brand loyalty and other behaviors (e. g. , positive 7 word of mouth, and more time, money, and energy spent on relationship sustaining behaviors) when both brand-self connection and prominence are high. This logic is also consistent with prior work (Akcura, Gonul, and Petrova 2004; Alba and Chattopadhyay 1986; Alba and Marmorstein 1987), which suggests that the prominence of feelings and thoughts can impact behavior by inhibiting recall of other thoughts and feelings (Alba and Chattopadhyay 1986). As relationship sustaining activities become more prominent, relationship inhibiting behaviors may be inhibited. Second, we noted earlier that consumers can develop a strong brand-self connection because (a) the brand is part of one’s self-conception and/or (b) it has instrumental value. The former emphasizes brand-self connections in terms of who one is and one’s identity. One might expect that when brands are identity based (i. e. , one’s iMac is seen as part of who one is and what one stands for) prominence is generally high since self-activation and brand activation cooccur. If so, adding prominence may add little to the assessment of attachment since prominence and brand-self connection covary. However, prominence may serve as an important indicator of attachment when consumers are connected to a brand given its instrumental value (i. e. one’s iMac is important to fulfilling entertainment and work related goals). That is, when a brand has instrumental value attachment should be stronger when brand-related thoughts and feelings are more vs. less prominent. As prominence increases, brand-related thoughts and feelings are part of everyday life tasks, making brand attachment stronger. Brand attachment emotions. Emotions are often evoked when att achment is strong, as emotions are inherent to brand-self connection and prominence factors. Indeed, the emotional nature of attachment has led to a measure of attachment based purely on emotions. Thomson et al. ’s (2005) 3-factor model characterizes brand attachment in terms of three emotional 8 components: (a) affection (characterized by the emotion items â€Å"affectionate,† â€Å"loved,† â€Å"friendly,† and â€Å"peaceful†), (b) passion (characterized by the items â€Å"passionate,† â€Å"delighted,† and â€Å"captivated†), and (c) connection (characterized by the items â€Å"connected,† â€Å"bonded,† and â€Å"attached†). Although we agree that attachments are emotional, in contrast to Thomson et al. (2005), the set of specific emotions underlying attachment is not central to our conceptualization (or measure) of attachment. Indeed, we are agnostic to the specific set of positive feelings linked to the brand. Feelings linked to brand-self connection and brand prominence could be numerous in type and different feelings may be idiosyncratically linked to specific person-brand autobiographical meanings and their prominence. Such feelings could include those noted by Thomson et al. (2005). However, they could also include joy, excitement, pride, contentment, relief, nostalgia, or any other feelings retrieved from brand-self memories. Second, while passion may indeed characterize strong brand attachment as Thomson et al. 2005) suggest, the degree of passion linked to strong attachment may depend on the relationship’s evolutionary status. Research indicates that passion may wane as relationships progress (Ahuvia, Batra, and Bagozzi 2009). At the same time, relationship progression brings with it more brand-self experiences that should deepen the brand-self bond and enhance its salience. Thus, while time may be associated with waning passion, it may also be associated with enhanced attachment. Representing attachment based on passion may not fully capture all relationships characterized by strong attachment. Third, attachment is more than emotions; it is reflected by mental representations (richcognitive schemata) that include brand-self cognitions, thoughts, and autobiographical brand memories (Berman and Sperling 1994; Mikulincer and Shaver 2007) that may not be captured by 9 measures of emotions. As such, we do not include emotions as factors that indicate brand attachment. Instead, we reason that our two factor model of attachment (brand-self connection and brand prominence) captures the emotions that accompany attachment. 1 Brand attachment and brand relationship quality. The brand attachment concept also shares some conceptual resemblance to Fournier’s (1998) seminal concept of brand relationship quality (BRQ). Both concepts propose similar outcomes (e. g. , accommodations, devaluation of alternatives). Furthermore, Fournier’s (1998) concept includes brand-self connection as one of the six indicators of BRQ, assessing the â€Å"quality, depth, and strength† of a consumer’s relationship with a brand (Fournier 1998, p. 363). However, our measure is designed to reflect only the strength dimension as it pertains to brand-self connection. Moreover, BRQ is designed to accommodate a host of relationships types (e. g. , best friends, kinships, dependencies, and enslavements) and thus accommodates relationships types that can be positive, neutral, or negative. However, brand attachment specifies neither relationship type, nor does it accommodate negative relationships. Differentiating Brand Attachment from Brand Attitude Strength Brand attachment and brand attitude strength share several similarities. Both are psychological constructs that reference a brand. Both involve assessments of â€Å"strength. † (i. e. , of the bond or the attitude). Both assume that high levels of their respective constructs are based on substantial processing regarding the brand. Both have implications for marketing-relevant consumption behaviors, such as brand purchase, repeat purchase, and willingness to recommend a brand. Moreover, we surmise that when consumers are strongly attached to a brand, they can also have 10 a positive and strong attitude toward it. However, we regard brand attachment and brand attitude strength as distinct constructs because they differ in several fundamental respects. First, the constructs differ in the nature of affect they implicate. Whereas attachment implicates hot affect from the brand’s linkage to the self (Mikulincer and Shaver 2007), strong brand attitudes reflect evaluations and cold affect (Cohen and Areni 1991) involving a judgment about the brand. This difference in affect has important implications for brand behaviors as discussed later. In this sense, the constructs differ in their motivational power, with the emotional and self-implications underlying attachment serving as a more powerful driver of behavior. Second, although both constructs involve assessments of strength, the entity to which â€Å"strength† applies differs. With attachment, what is strong is the bond that connects the brand with the self. Bonds are stronger (a) as connections between the brand and self become closer and (b) as brand-related thoughts and memories are more prominent. With strong attitudes, what is strong is one’s judgment of the goodness or badness of the brand. Thus, with attachment, strength references the brand self-relationship. Such strength is indicated by the connection between the self and the brand and a subjective sense of brand prominence. With strong attitudes, strength references the attitude object and the confidence with which it is held. Such strength is often indicated by objective indicators of attitude accessibility. Moreover, the factors that lead to variation in strength vary. With strong brand attitudes, strength varies not as a function of brandself connections or the prominence of brand thoughts, but rather as a function of the confidence with which the judgment is rendered (Petty, Brinol, and DeMarree 2007). Third, the constructs differ in their range of valence. Strong attitudes can range from positive to negative, such that attitude strength is conceptualized on a bi-polar valence dimension. Attitudes thus range from strong-positive to weak-positive to weak-negative to strong-negative. 11 Thus, positive and negative ends anchor the attitude strength continuum and behavior is linked with either end of that continuum. In other words, just as strong positive attitudes predict behavior (e. g. , purchase) strong negative attitudes also predict behavior (e. g. , purchase avoidance). In contrast, attachments are always positive. The opposite of a strong attachment is a weak attachment. What varies is not the valence of the attachment but rather the strength of the bond connecting the brand with the self and its prominence. Finally, whereas attachment is largely time-dependent, brand attitude strength need not be. Specifically, attachment includes relationship based working models (mental representations) that reflect prominent autobiographical and episodic memories concerning oneself and the attachment object. Such models also include procedural knowledge about how the brand can regulate one’s emotions (Collins and Read 1994; Mikulincer and Shaver 2007). Such self-brand links develop over time (Mikulincer and Shaver 2003). In contrast, strong brand attitudes need not be time dependent. They are based on thoughtful processing (elaboration) and can be formed in a limited time as long as the information on which they are based is both persuasive and the result of elaboration. Because attachments develop over time while strong brand attitudes need not, attachment may reflect a more advanced stage of relationship development. Predicting the Differential Impact of Brand Attachment and Brand Attitude Strength Having conceptually distinguished brand attachment from brand attitude strength, we turn now to understanding whether they predict different outcomes. This is a novel issue as prior research has not yet distinguished the differential effects each predicts. Thomson et al. (2005) have demonstrated that their measure of emotional attachment and attitude valence have distinct 12 effects, with attachment better predicting brand loyalty and willingness to pay a price premium. However, their research did not study attitude strength. Since attitude strength is more closely tied to actual purchase behavior than is attitude valence (Fazio 1995; Petty, Haugtvedt, and Smith 1995; Priester et al. 004), a more convincing case for the power of attachment would be made if its impact were different than that of attitude strength. Increasing research shows that attitude strength predicts purchase behavior, with the direction of the behavior (being inclined or disinclined toward purchase) varying as a function of whether attitude valence is strongly positive or strongly negative (Fazio 1995; Petty, Haugtvedt, and Smith 1995). Most often studied are r elatively simple behaviors, such as purchase intentions or product choice (Fazio, Powell, and Williams 1989; Petty, Haugtvedt, and Smith 1995). We add to the literature by suggesting that within a given consumption context, behaviors can be conceptualized along a hierarchy that reflects their enactment difficulty. Difficulty is conceptualized as the extent to which the behaviors expend economic, social, psychological, time, or physical resources. We use an extended version of self-expansion theory to develop these ideas. As described below, our theorizing predicts novel behavioral outcomes that have not been linked with brand attachment or strong brand attitudes, specifically, intentions and actual behaviors, including actual purchase, brand purchase share, and need share. Self-expansion theory provides a basis for these predictions. Self-Expansion Theory and Behaviors Self-expansion theory (Aron et al. 2005) posits that individuals possess an inherent motivation for self-expansion, a desire to incorporate others (here brands) into one’s conception of â€Å"self. † The more an entity (brand) is included in the self, the closer is the bond that connects them. 13 Attachment develops over time as relationships between the self and the entity evolve. Through time, a cognitive reorganization takes place such that the self expands to include the entity. Individuals develop a positive feeling of one-ness with the entity (Aron et al. 1992) and tend to view the entity’s resources as their own (Mittal 2006). We add to self expansion theory by proposing that consumers who are attached to brands are not just recipients of the brand’s resources (i. e. , consumers come to regard the brand’s resources as their own); they also actively invest their own resources in the brand so as to maintain their brand relationship. Thus, consumers who are highly attached to a brand are more motivated to expend resources of their own in the process of self-expansion. Such resources include the allocation of (a) social resources, like defending the brand to others and derogating alternatives (e. g. , Johnson and Rusbult 1989), (b) financial resources, as evidenced by a willingness to pay a higher price for the brand (Thomson et al. 2005) or the willingness to devote a greater share of one’s expenditures to the brand (as opposed to brands in the same or related product categories), and (c) time resources, as illustrated by involvement in brand communities and brand promotion through social media (Muniz and O’Guinn 2001; Schouten and McAlexander 1995). Hence, the more attached one is to the brand, the more likely the individual is to move from an egocentric to a more reciprocal brand relationship involving sharing one’s resources with the brand. As such, consumers who are highly attached to a brand should treat the brand preferentially and engage in restorative behaviors that ensure brand relationship continuation (Aron et al 1992; Aron et al. 2005; Mikulincer 1998). Impact on Intentions to Perform Difficult Behaviors 14 We expect that consumers’ intent to enact difficult behaviors (those that use more of their own resources) is greater when attachment is strong (vs. eak). This is so since a feeling of oneness is accompanied with hot affect, which is highly motivational (Mikulincer and Shaver 2007). Because attached consumers see brands as part of themselves and have salient thoughts and feelings about the brand, they should be more willing to utilize greater resources of their own; resources that require the enactmen t of difficult behaviors so as to maintain that relationship. The greater the attachment, the more difficult the behavior the consumer is willing to enact in order to maintain the brand relationship. Attitude strength should be less able to predict these relationship maintaining, sustaining and restoring behaviors because the brand is not connected to the self and hence is less strongly linked to resource allocation for the purposes of sustaining a brand relationship. This novel extension of self-expansion theory leads us to predict: H1: Brand attachment is a better indicator of a consumer’s intentions to perform difficult behaviors than is brand attitude strength. Impact on Actual Purchase Behavior Whereas H1 examines intentions, a long history of research shows that intentions and actions do not always correspond. This is because situational (e. g. , a brand unavailability), normative (e. g. , social constraints), behavioral (e. g. , habits), and financial (price increase) constraints may preclude intentions from being actualized into behaviors (Fishbein and Ajzen 1975; Shepphard, Hartwick, and Warshaw 1988). When the behavior itself involves significant resources, enactment difficulty will be even higher. We posit that brand attachment will act as a stronger predictor of actual difficult-to-enact behaviors compared to strong brand attitudes. Strongly 15 ttached consumers incorporate a brand as part of their self and hold salient thoughts and feelings about it. On the basis of perceived oneness with a brand, consumers should be more motivated to enact relationship sustaining behaviors that are difficult to perform than consumers with strong brand attitudes. Therefore, we predict: H2: Brand attachment is a better indicator of a consumer’s actual purchase behavior than is brand attitude s trength. Brand Purchase Share We also expect that brand attachment better predicts a brand’s purchase share, defined as the share of a brand among directly competing brands (e. . , if the number of competing brands a consumer purchases in a given product category is 0, the focal brand’s purchase share is 100%). When consumers are strongly attached to a brand, competing brands will be less prominent and linked less strongly to the self. As a result, competing brands will be less likely to be regarded as substitutes. Work in attachment theory and psychology indicates that individuals perceive attached objects as irreplaceable; other objects will not serve as substitutes (Bowlby 1980). Thus, a consumer who is strongly attached to a brand of running shoes (e. g. Nike) is less likely to use competing brands. In contrast, brand attitude strength does not necessarily have the same implications for brand purchase share. One can have a strong positive attitude toward one brand while also having a similar strong positive attitude toward another brand. Thus, we anticipate: H3: Brand attachment is a better indicator of brand purchase share (the share of a brand among directly competing brands) than is brand attitude strength. 16 Need Share We also expect that brand attachment better predicts the brand’s share of use among substitutable alternatives, specifically, need share. For example, a consumer who is strongly attached to a brand of soft drinks is not only less likely to buy competing soft drinks, but also less likely to buy other beverages (e. g. , tea, coffee, water, juice). Likewise, a consumer who is attached to her iPhone may not only be more likely to allocate more of her monetary resources to the iPhone (vs. competing cell phone alternatives), but also more likely to use her iPhone as a source of information and entertainment compared to competing need categories (e. g. , newspapers, TV, magazines). The brands to which consumers are highly attached capture consumers’ mind and heart. Therefore, attached consumers would be less likely to rely on alternatives, even in other categories that fill the same need. Thus, we predict: H4: Brand attachment is a better indicator of brand need share (the relative use of a brand compared to substitutable alternatives) than is brand attitude strength. Study 1: Measuring Brand Attachment We first developed a scale designed to map the conceptual properties of the brand attachment construct noted above. We generated a set of items designed to tap brand-self connections and the prominence of brand thoughts and feelings. Ten indicators of attachment were generated, five each for the brand-self connection and prominence components. All items were evaluated on 11point scales anchored by 0 (= â€Å"not at all†) and 10 (= â€Å"completely†). 17 We analyzed consumers’ responses to the 10-item scale using three very different brands (Quaker Oats Oatmeal, the Apple iPod, and a local university). Through exploratory factor analyses using oblique factor rotation, we reduced the 10-item scale to 8 items. The full list of items comprising this scale and analyses pertinent to this pretest is presented in Table 1. Although the resulting 8-item scale (5 items reflecting brand-self connection and 3 items representing brand prominence) is not unusually long for academic use, we sought to develop a more parsimonious scale that would lend itself to marketing practice. We therefore s