Impact of Texting on Language

Impact of Texting on Language The English language as you may know is evolving since the beginning, one read of Beowulf or The Canterbury Tales is enough to be reminded of how far removed we are from the language of our ancestors. Texting is the next step in evolution of English language so we should be cautious about it. There are two main arguments about text messaging. One is that text messaging is impacting the English language by impacting teenagers ability to write English using proper punctuation and spelling. The opposing position is, of course, that it does not impact English language and in some way might actually enhance it. Perhaps as we document and collect works of writers and leaders, texts will be abbreviation rich. Future generations would have to study and analyze those abbreviations to understand them. It is accurate to say that the use of texting impacts teenagers language skills which in turn can impact our English language. Language Skills: Some researchers have begun exploring how text messaging affects students language skills and surprisingly, they find a positive correlation. One study done by the professor Clare Wood at Coventry University in Britain found that 11-year-olds who used the most textism (texting language) were actually better at spelling and writing. A command of texting seems to indicate a broader facility for language, and these students seem to switch easily between text messaging and Standard English. Not only that, the study also showed that children who regularly texted showcased a richer vocabulary and gain creativity. She believes that its all misconceptions that text messages are all made up of abbreviated words (Wood, Plester Joshi, 2009). However, this is one of the misconceptions. Professor Clare Wood thinks that texting has a positive impact on teenagers language skills, but these seem a bit extreme. Some studies find this to be the opposite. Drew Cingle and S. Shyam Sundar conducted research at Penn State University. Both authors argued that the students who write in techspeak used shorthand phrases to compose a text message. They thought that writing in techspeak would prevent persons ability to go from techspeak to normal rules of grammar. Based on their data from over 500 students from middle school, they concluded that our data supports that there is a decline in grammar scores. Cingle gives reader personal example from his two younger nieces. He indicates that their text messages were incomprehensible and that he had ask them what they were trying to get out of that message. The message was incomprehensible because the use of shorthand phrases, he said (Cingle Sundar). I agree with Professor Clare on how texting develops creativity through the use of shortcuts. However, Clare Wood has to realize that teenagers are actually making their own language through texting and that language is different from English. Shortcuts used are not that easy to understand as Clare thinks. Even Cingle mentions that he couldnt read his nieces text. And not only that, Sundar and Cingles study proves that texting could also impact grammar. It is true that not everyone can be affected; some can even benefit from it. However, this is something that should be taken into considerations. Since more and more teenagers are starting to use shortcuts. Another research done by Joan Lee undermines Clare Woods research. Joan Lee did study to find the impact of texting on language skills. Based on her data, her results proved that the students who texted more were less likely to incorporate new vocabulary. Her results also proved that students who read newspaper or media were likely to gain more vocabulary. Our assumption about texting is that it encourages unconstrained language, Lee argues, but the study found this to be a myth. Lee argues that reading print media exposes people to variety and  creativity  in language that is not found in text messaging used among youth (Lee). Study done by professor Clare Wood provided some good evidence on vocabulary. I agree with her on how students can gain vocabulary by texting. However, the professor didnt realize that the vocabulary expands upon first using communication device due to some unique words used in texting. However, the vocabulary size levels off as the person knows most of the words that are unique to texting. After that, the person will use same group of vocabulary over and over again. If the Wood did his study many times then the result could have been the opposite. Since the teenagers vocabulary isnt expanding, this means that more words are going extinct and fewer words are being added to our language. Even Cingle and Joan Lees studies hold some limitations. Since the study was done on small population, the results are not generalizable. However, both researches lay the groundwork for future studies. One thing can be certain for sure and that is texting does impact students language skills to a small extent. Addiction: Texting language is no different from other innovative forms of written expression that have emerged in the past (Crystal).    Some linguists are optimistic about the use of texting. Despite doom-laden prophecies, texting has not been the disaster language many feared, argues linguistics Professor David Crystal. On the contrast, it improves childrens writing and spelling. In his book he mentions that students know when to switch from texting to writing an essay for class. He believes that text messages are not made up of abbreviated words (Crystals). Txting is an informative book that really explains the history of abbreviations and acronyms. David Crystal points out a lot of such abbreviations that we tend to take for granted. However, I disagree with some of his opinions that texting is really not a problem. He doesnt go into any detail about how obsessive people can get when it comes to texting. Dr. Greenfield, a psychologist and expert on technology addiction, mentions in his book Virtual Addiction that texting is a form of addiction. Every text is novel and changeable and it is this novelty and unpredictability that creates the pleasurable dopamine  [1]  hit that chemically locks in the reinforcement  [2]  . The fact that you cannot predict what and when you will get a desirable text creates addictive reinforcement experience, and it is this phenomenon that seems to help lock-in a compulsive pattern of text use. Therefore, addition leads to the decrease in performance (Greenfield). Again, the book Txing is mostly a critique on language and how it is affected by texting, but to think that texting is not problematic is a bit naive. David Crystal sees texting as whimsical and creative, but he must acknowledge the social and emotional implications as well. Addiction also plays role. Addiction leads to the downfall of language skills not just by limited use of texting but in order for texting to impact teenagers, teenagers have to text almost every day until it becomes their habit. Those abbreviations become their habit and teens will start using it everywhere, where its not needed. Those abbreviations are then slowly incorporated into their everyday language. It is hard to understand addiction unless you have experienced it (Hensley). The texting language is slowly pouring into English language. Language is evolving; however the consequences could be unpredictable. Caution should be taken regarding texting.What would you do if you opened up a book to see nothing but chat speak? Personally, I would be terrified. In response to this new generation of language, the latest update of the Oxford Dictionaries Online has published new additions of words, definitions and abbreviations consisting of the initial letters of expressions (made popular through their frequent use in text messaging, an other forms of technological communications such as in social-networking sites and emails) such as OMG and LOL. These new internet and text inspired expressions are now legitimately margining into our English language, which demonstrates how much texting has impact our language. And not only that, when I write essays, I often write r u instead of Are you. So the texting messaging is also impacting language skills. Everything boils d own to language. Every abbreviation that teenagers use is impacting our English language. Literature is likely to become as abbreviated as teenagers attention span. http://awilli10.files.wordpress.com/2012/09/net-lingo.jpg The arguments from both sides are very strong. Linguistic David Crystal argues very effectively to tell readers that texting does not affect language. However, his results were mostly based on interviews which are not reliable because since the interview questions tend to seek opinions. Instead research should be conducted to find the accurate results. Joan Lee and Sundar point out some interesting points regarding texting and language skills. Based on their results, one thing is certain for sure, and that is that text messaging has had an impact on Standard English and on peoples language skills, slight or great. It is the addiction that makes texting a habit for teenagers. Text speak will seem normal in 50 years time. Perhaps there will be a 21st-century edition of Shakespeares collected works featuring 2B/not 2B and the Oxford English Dictionary will define 2thless and 1derment.   Some students seem to have difficulties keeping the language of text messaging separate from t he Standard English, and whether Standard English will change as a result of this remains to be seen.

Fiction †literature Essay

Hemingway’s modernist style of storytelling requires an impersonal narrator. The narrator describes the scene, and interjects small actions into the dialogue, but remains a facilitator for the reader to concentrate on the dialogue and the action of the story. The narrator in this story seems to tell the story as if it were a video clip, a nameless railway station somewhere between Barcelona and Madrid, ghostly white hills, a faceless waitress and an anonymous couple. The use of this narrator makes the reader look much deeper into the dialogue of the couple, because without the narrator spelling out the action for the reader, one is forced to interpret much more from the character’s words. This modernist device tends to separate the reader momentarily from the text, so that the full impact of the story is not truly felt until one is finished reading. However, this device serves to make the story connect on a deeper level, and to have more impact as it hits one suddenly, instead of being built into a slow climax. From almost the beginning of his writing career, Hemingway employed a distinctive style which drew comment from many critics. Hemingway does not give way to lengthy geographical and psychological description. His style has been said to lack substance because he avoids direct statements and descriptions of emotion. Basically his style is simple, direct and somewhat plain. He developed a forceful prose style characterized by simple sentences and few adverbs or adjectives. He wrote concise, vivid dialogue and exact description of places and things. Critic Harry Levin pointed out the weakness of syntax and diction in Hemingway’s writing, but was quick to praise his ability to convey action The majority of his early novels were narrated in the first person and enclosed within a single point of view, however, when Hemingway wrote For Whom the Bell Tolls, he used several different narrative techniques. He employed the use of internal monologues (where the reader is in the â€Å"mind† of a particular character), objective descriptions, rapid shifts of point of view, and in general a looser structure than in his earlier works. Hemingway believed that â€Å"a writer’s style should be direct and personal, his imagery rich and earthy, and his words simple and vigorous. The greatest writers have the gift of brevity, are hard workers, diligent scholars and competent stylistsÃ'Ž To explain Hemingway’s style in a few paragraphs in such a manner as to satisfy those who have read his articles and books is almost impossible. It is a simple style, straight forward and modest. Hemingway’s prose is unadorned as a result of his abstaining from using adjectives as much as possible. He relates a story in the form of straight journalism, but because he is a master of transmitting emotion with out embelli

Obama and Romney Essay

In the midst of a heated presidential race two great leaders are vying for the affection of all of America. On the left side we have our current president Mr. Barrack Obama and on the right side his opponent Mr. Mitt Romney. On paper both are outstandingly qualified candidates and both have been trusted to hold a position of leadership over large numbers of people. Mitt Romney built his foundation through a strong career in business before becoming a politician, while President Obama stuck to the legal side of things building up his reputation as a civil rights lawyer and activist. In this review of both candidates I will attempt to unbiasedly inform the reader of their qualifications as powerful leaders including their foundations and backgrounds, their accomplishments, and their leadership capabilities. It seems justifiable to start with educational backgrounds as that is where both candidates began to really assume leadership positions. In the next section of this essay I will try to identify their earlier careers and how those experiences may qualify them to hold office as the President of the United States. Both candidates come from very prestigious educational backgrounds. Obama moved from Honolulu Hawaii to Los Angeles in 1979 to attend the Occidental College. It was there that he made his first ever public speech vocalizing his disdain for the Occidental College’s policy of apartheid pertaining to South Africa. In 1981 he transferred to Columbia University in New York City, where he majored in political science and with a focus on international relations, he graduated with a bachelor of arts in 1983. After some years of work at two corporations and a couple more as a community organizer which I will get into later Barack began to attend Harvard Law School in 1988, where he was selected as an editor of the Harvard Law Review and later became its president, being the first African American to ever do so. In 1991 he graduated with a J. D. magna cum laude. Mitt Romney’s education began at Stanford University in the year of 1965. It was there that he perhaps took his first political stance in his participation in the staging of a counter protest against a group staging a sit in at the university administration building in opposition to draft status tests. Romney left the country to stay in France as a Mormon missionary in 1966; his stay would last for 30 months fulfilling a traditional rite of passage in his family. Though it is not traditional education I feel obligated to state that during this stay in France Romney showed true leadership skills in becoming co-president of his mission where he oversaw the work of 175 others. Upon his return to the States he began attending Brigham Young University in 1969. Due to the culturally conservative nature of BYU Romney naturally managed to stay out of the radical turmoil that came along with the 60’s and 70’s and became president of the all male cougars club booster organization and it was in these years that he showed a new found discipline in his studies that he somewhat lacked before. In 1971 he earned a bachelor of arts in English with highest honors and gave a commencement speech to the whole of BYU. Wanting to pursue a path in business Mitt heeded his father’s advice and put off a career to attend a Juris Doctor/Master of Business Administration four year program coordinated between Harvard Law School and Harvard Business School. He graduated cum laude from this program in 1975. He was named a baker scholar for graduating in the top five percent of his class. Both of these men have incredibly impressive educational accomplishments and worked hard to earn a good social standing and in doing so gained advantageous leads amongst their competitors on their career paths. Our current president began his career In between his attendance at Columbia University and Harvard at the Business International Corporation and then at the New York Public Interest Research Group. Just before entering Harvard he worked as a community organizer in Chicago. During his summers at Harvard he worked in the law offices of Sidley Austin as well as Hopkins & Sutter. After his graduation he accepted a position as Visiting Law and Government Fellow at the University of Chicago Law School to work on his first book Dreams Of my Father which was published in 1995. From 1992 through 1996 he was a lecturer at the University of Chicago Law School, and from 1996 through 2004 he served as senior lecturer teaching constitutional law. Obama continues to show his comfort in a leadership role as he directed Illinois’s Project Vote, which was a voter registration campaign where he oversaw ten staffers and seven hundred volunteer registrars. This project achieved its goal of registering 1500,000 unregistered African American Citizens. In 1993 e also joined the Davis, Miner, Barnhill & Galland law firm where he specialized in civil rights litigation and neighborhood economic development. Obama served on board of directors for the Woods Fund of Chicago, and of the Joyce Foundation, which helped to fund the development of underprivileged communities in Chicago. To add to this already astounding list of accomplishments the young Obama would serve as founding president and chairman of the board of directors for the Chicago Annenberg Challenge 1995 to 1999. I would like to note that thus far Barack Obama has proved to show a real sincere care for the development of his community and his race. From 1991 to 2002 he has fought for what he believes is right and through his career choices and political actions has shown himself to be a credible and intelligent young leader. Romney’s early career which is also quite impressive holds just as much esteem as Obama’s and though it follows a different path his accomplishments should also be very highly regarded and held to an esteem just as high as his running mates. Upon his graduation from Harvard in 1975, Romney was recruited by several firms but chose to join the Boston Consulting Group, working as a management consultant for a variety of companies better preparing him for his later roles as a chief executive and further leadership positions. In 1977, he was hired by a management consulting firm in Boston name Bain & Company. The more admirable thing about Bain & Company that should be accredited to Romney’s decision to work there is that instead of just providing quick consulting to a company and then parting soon after he could now completely submerge himself into his clients business and continue to work with them until changes actually began to materialize. This really shows a concern for his clients well being and for the passion of Romney to better the lives of those that surround him. Within just a few years Romney was considered by the firm one their best consultants, and Romney assumed the position of vice president of this firm in 1978. In 1984 Romney left Bain & Company to start the spin off private equity investment firm called Bain Capital. AS CEO of this company he managed to become personally responsible for their success by investing in companies like Staples Inc, Dominoes Pizza, Sealy Corporation, and Sports Authority. Overall both of these men have proven themselves to be outstanding leaders, and in comparison it would seem that Obama is in a mindset that deals with his community and the well being of his race and all of the people he oversees. Romney’s mindset is that of a businessman and he exudes the qualities that a great leader should possess. Both have served terms in office, and before becoming our president Obama was elected an Illinois state senator in 1996. While in office he gained support for legislation that reformed ethics and health care laws. He sponsored a law that increased tax credits for low income workers, negotiated welfare reform, and promoted increased subsidies for childcare. In 2005 Barack Obama was sworn in as a U. S. Senator. And in 2008 he became the President of the United States of America. Romney has held office as the 70th governor of Massachusetts in 2003. In conclusion both men are great candidates for presidency and have proven themselves time after time to be successful leaders. It is up to you to decide which one holds a better plan for our future America. Whether you think that we need to focus on our nation’s financial crisis which might be right up Mitt Romney’s ally having done so for states and other businesses so many times before, or if you want America to focus on the well being of minorities, workers, women, and education, which is where Obama might take the reins. It is up to you to decide which would make the better leader when you cast your vote in November.

Why Consumer Behaviour is Useful From The Perspective Of The Marketer - Free Essay Example

Sample details Pages: 10 Words: 2990 Downloads: 2 Date added: 2017/06/26 Category Marketing Essay Type Analytical essay Level High school Did you like this example? Why consumer behaviour and an understanding of such processes is useful from the perspective of the marketer Introduction Marketers in todays business environment are presented with the particular challenge of circumventing conflicted messaging, over-saturation of marketing initiatives, and consumer hesitation and guarded behaviour in order to achieve their objectives of enhancing long term brand loyalty and encouraging product purchases. While there are various environmental stimuli which may influence consumer behaviour, the most significant affectation comes from psychological influences associated with marketing communication and personal interpretation of brand and product value. By expanding this value beyond base level interpretation, marketers are able to influence consumer behaviour and redirect purchases over extended periods of time. Don’t waste time! Our writers will create an original "Why Consumer Behaviour is Useful From The Perspective Of The Marketer" essay for you Create order In order to achieve such standards, however, it is essential that marketers understand what behaviour may be influenced and in what ways this influence may be affected. Undeniably, the product itself has particular importance in this process; however, the result of a product-based marketing campaign may not demonstrate the value desired by a diverse consumer population. Therefore, the achievement of key consumer development and loyalty objectives is based on investigation and analysis of past, present, and future consumer behaviour. This investigation seeks to expand upon the relationship between consumer behaviour and marketing, highlighting those mechanisms that can contribute to more effective marketing practices. A variety of academic theories and empirical studies have been compiled and analysed over the following section and models of consumer behaviour analysis and marketing programme development will be highlighted. Ultimately, conclusions will be drawn in which effective marketing is directly affected by consumer behaviour, and more effective means of communication and consumer encouragement are the direct result of cognitive stimuli. From both scientific and market perspectives, the ability to influence consumer behaviour is directly reliant upon an understanding of the intrinsic and extrinsic motivation which the majority of consumers within a given market or business sector exhibit. By modelling such motivations and establishing value associated with a particular brand or product, marketers will be able to sustain consumer loyalty over the lifecycle of a product and compete more effectively within marketplaces that are highly saturated. Consumer Behaviour A milestone definition of marketing by Peter Drucker (1999) would firmly establish the relative value and importance of consumer behaviour in effective marketing, arguing that marketing is ‘the whole business seen from the point of view of its final product, that is, from the customers point of view (58). Marketing, therefore, becomes a composite of both pre-purchase consumer behaviour interpretation and forecasting and post-purchase behavioural analysis. In this way, a rapid increase in consumption over a short period of time may be viewed as an opportunity to develop a broader, loyal consumer base and marketing tactics must change to accommodate such an opportunity. While early marketing efforts were based on communicating new and diverse products with a growing class of discerning consumers, Raaij et al. (2001:60) argue that marketing communication has since been repurposed in order to establish brand loyalty and reinforce consumer perceptions of value. In effect, marketer s attempt to influence consumer behaviour through their presentation of a strategic, targeted marketing message, establishing the unique value of a given product or brand that will ensure future purchasing loyalty. In his empirical analysis of consumer behaviour and its affectation by marketing initiatives, Foxall (1992:397-98) argues that marketing interventions provide reinforcement of the anticipated result or features of a given product while simultaneously modifying the scope of consumer settings (i.e. purchase intent, brand loyalty, etc.). Such reinforcement is affected through a variety of channels including product features, strategic delays in provision, and modulation of information exchange and messaging (Foxall, 1992:398). Ultimately, the marketer assumes responsibility for a psychological connection between a particular brand or product and the consumer, strategically directing communications in order to improve a cognitive connection that can potentially influence c onsumer behaviour. Foxall (1992:398) addresses key concerns surrounding the effectiveness of such communication, but indicates that consumer behaviour has a direct impact on marketing strategies, the result of a measurable need for reinforcement and connection. As the internet age continues to challenge marketers to consider more diverse relationship formats in the online environment, behavioural analysis has quickly become an effective means of programme development and modulation. From trust to satisfaction to site navigability, Taylor and Strutton (2010:954) have compiled widespread academic evidence that investigates various behavioural features that are frequently evaluated by marketers seeking to enhance their online presence and consumer loyalty. Consumer satisfaction, for example, was found to have a direct impact on trust and brand loyalty in addition to the perceived value of a given product, potentially influencing future purchasing decisions or commitments (Taylor and Strutton, 2010:954). While such concerns are more traditional in nature, their applicability within an online purchasing environment is undeniable, and without marketer intervention and a strategic reinforcement of value, there is a potential that future purchases will be impacted. Yet such interventions require a concise and accurate understanding of consumer behaviour in order to effectively provide value-oriented reinforcement and messaging that is directly related to consumer value systems. Aside from the electronic nature of online consumption, the diversification of communication channels and its impact on consumer behaviour in the past decade has had direct and remarkable influences purchasing decisions, brand loyalty, and consumer commitment. Anton et al. (2007:515) argue that as consumer access to information, feedback, and peer reviews has increased, consumers have increasingly become intolerant to inconsistency and mediocrity, the result of exposure to choice. Essenti ally the consumer right to choose continues to impact behaviour and future purchasing considerations, as substitute products and competitive messaging have a direct impact on interpretation and loyalty. By communicating added value and fostering a stable and sustainable relationship, Anton et al. (2007:516) suggest that marketers are able to influence consumer switching behaviour and restrict the influence of competitive initiatives. The affectation provided by strategic marketing communication is essentially a direct link to consumer preferences and purchasing models, as psychological affectation becomes a means of sustaining a particular, idealised behaviour. The role between consumer behaviour and marketing is based on adaptation, a concept that is oftentimes difficult to implement within a diverse, competitive environment as firms attempt to strategically manage resources and reduce corporate excess. Thrassou and Vrontis (2009:499) argue that the consumer behaviour is the mos t valuable information conduit for marketers as they attempt to navigate market changes, competitive influences, and the consumer buying cycle. From channel preferences (i.e. television, magazine, etc.) to message content, the consumer response to various initiatives should be predictable, a function of extensive market research and behavioural analysis (2009:510). Marketing communications, as a strategic, value-added enterprise for modern organisations has shifted in its purpose, embracing the demonstration and modelling of product value within the context of consumer preferences, as opposed to past models of feature presentation, differentiation, etc (2009:516). Essentially, the role of the consumer has become one of exchange and communication, providing marketers with information necessary to evolve their messaging, models, and marketing channels. While there is inherent value in strategic messaging, the targeted nature of such communication must be linked to key stimuli which inspire consumer behaviour. Chiu et al. (2005:1682) evaluate such phenomena from a more scientific perspective, suggest that the stimulus-organism-response (SOR) paradigm provides evidence the underlying psychological response that can be expected from consumers. Essentially, the relational bonding activities by a firm (stimulus) can have a measurable impact on consumers value perceptions (organism), whereby their purchase behaviours may be influenced (response) (Chiu et al., 2005:1682). Within such a model, it is evident that the consumer perception of value has a direct influence on their subjective response to stimuli from marketers, but in order to ensure that such responses are consistent with what the marketing initiative had intended, marketers must understand consumer perceptions and their impact on behaviour. Chiu et al. (2005:1687) used empirical data to model the influence which value perceptions can have on switching behaviour amongst consumers, suggesting that dissatis faction in general cannot be overcome through messaging or branding alone. Instead, there is a measurable link between the depth of the relationship between a given brand and its consumers which can allow marketers to overcome dissatisfaction and achieve a renewed state of trust. Such relational bonding focuses on the inherent value of a given product to the consumer in relation to their wants and needs, establishing a connection between fulfilment and the particular product in which there is an inherent purchasing response when considering that particular need. When considering the decision making process of consumers, there tangible rewards which must be considered for picking a particular brand or product. De Wulf and Okerken-Schroder (2003:97), for example, have suggested that at the first level of relationship marketing, basic, tangible rewards are identified including cost savings and pricing incentives which provide consumers with a more general value based on financial co ncerns. More dynamic rewards also focus on intrinsic value in which rewards systems connect consumers and products according to an extended, implied position of loyalty. From rewards coupons to frequent flyer programmes to loyalty bonuses, the long term achievement of reward for consumers can lead them to remain loyal to a particular brand, as switching behaviour would ultimately have a measurable consequence for their rewards earnings (De Wulf and Okerken-Schroder, 2003:97). Such second tier rewards systems establish a long term relationship between the consumer and the brand, ultimately defining consumer participation within the programme in spite of other value challenges or product inconsistencies. Oftentimes the value of understanding consumer behaviour can provide marketers with the information necessary to repurpose their products, meeting consumer needs without directly impacting the product or brand itself. Fine (2010) presents evidence of the information value associate d with purchase behaviour, as consumers self-actualise particular objectives and needs through consumptive actions. From luxury items to particular brands, the decision to purchase a particular product is frequently based on deeper psychological influences, oftentimes influencing brand loyalty according to psycho-social interpretation of product value (Fine, 2010:244). While such peer-based acknowledgement of value can be identified through survey and research, information surrounding consumer behaviour and brand preferences is much more valuable when considering rebranding efforts and consumer communication. Ultimately, Fine (2010:245) argues that it is the achievement of status through the purchase of a luxury or personally valuable brand that can provide consumers with a level of satisfaction that is linked to their future purchase intentions. As previously discussed, dissatisfaction or product failure can ultimately lead to reduced value within this relationship and dissolve the psychological connection. Consumer behaviour is both time sensitive and immediate, experiencing influences according to various stimuli over time. Kowatsch and Maas (2010:702) have modelled the impact which direct communication can have on consumer behaviour during their purchasing process, using an in-store, mobile recommendation agent (MRA) to provide information and feedback for consumers as they shop. The inherent value of such decision assistance systems was demonstrated from a practical perspective, allowing consumers to access additional product data that might have otherwise remained unavailable. The authors also determined that the effectiveness of the system (MRA) had a measurable impact on consumer purchasing behaviour, suggesting that the personal value of the information and the means in which it was communicated could determine whether or not the consumer would engage in the purchase (Kowatsch and Maass, 2010:702). These findings also have implications for more pra ctical marketing applications, as information exchange during the consumption process can have different influences on consumer behaviour than information exchanged over a more extended period of time. Whether communicated at the point of purchase or over other channels, the marketing message can have a direct impact on consumer behaviour. Research on exploratory buying behaviour has been conducted by Baumgartner and Steenkamp (1996:132), demonstrating how psychological affectation can ultimately lead to consumers decision to purchase, even without original experience with a particular product. The authors argue that there are a host of unique, individual-specific traits which can lead to differences in product purchasing behaviour, the result of interpretation of stimuli and risk taking proclivity (Baumgartner and Steenkamp (1996:131). In order to chase consumers motivated by curiosity or by particular incentives, the authors suggest that marketers must explore the psychological implications of their particular messaging, potentially resulting in a greater sales opportunity. Taking advantage of promotional campaigns and marketing to specific niche consumers are some methods in which consumer behaviour can be influenced by particular psychological undercurrents within a singular marketing mix. The authors also suggested that there may not be a large difference in consumption behaviour amongst individuals with similar cultural ties, as the influence of marketing campaigns may resonate universally amongst these individuals (Baumgartner and Steenkamp, 1996:134). Regardless of affectation, such findings do have important implications when considering the inherent value of marketing campaigns in affecting consumer purchasing behaviour. While marketing initiatives are frequently associated with consumer purchasing behaviour, there are underlying variables related to such consumption that must also be addressed in order to encapsulate the value of a particular product or brand for consumers. Demirdijian and Senguder (2004), for example, have investigated products from a psychological perspective, highlighting key genetic characteristics that influence behaviour and programme future purchasing behaviour. Whether linked to an individuals personal preferences or actually a function of internal chemical stimuli, the researchers suggest that there are more scientific reasons for consumer behaviour that can ultimately be determined, modelled, and used in product marketing (Demirdijian and Senguder , 2004:351). From the interpretation of a particular taste to the analysis of various sensations associated with fabric, analysts are able to determine and synthesise a future intent to purchase. While such product development can be used for consumer influence, it can also be used to generate data relevant to the development of those products and services that have greater value to consumers over the long term. While value-added positioning can be ac hieved through market research, scientific analysis of consumer behaviour will also produce a means of defining those more subversive value components that might otherwise not be identified, from product packaging to secondary uses to the inherent status perceptions held by consumers during use. Conclusions This analysis began with a simple question of why consumer behaviour and an understanding of such processes is useful from the perspective of the marketer. There were a variety of findings uncovered over the course of this research, the majority of which establish some form of affectation according to psychological influences and messaging stimuli. Inherently linked to brand loyalty and the consumer commitment to the product or brand over time, the means of reducing switching behaviours within extremely saturated marketplaces are directly afforded by marketing communication. The effectiveness of such communication, however, can have the desired (or opposite) result on sustaining consumer loyalty over an extended period of time. While more traditional marketing models focused on product features and competitive positioning of particular brands or products, modern marketing emphasises the relationship between consumer behaviour and value. By enhancing a products value, consumers are encouraged to engage in the buying process and are more likely to maintain personal investment in a product over an extended period of time. There are several implications associated with this research and this analysis of various academic perspectives within this field. First, there is a psychological link between purchase and loyalty. Where cognitive interpretation of marketing messages may have influence on purchasing behaviour over the long term, exploratory consumption may result from proper stimulation and more dynamic brand messaging early in the buying cycle. It is this internalisation of intent which ultimately allows marketers to attract a larger base of consumers, even in a marketplace where there are various substitute products. In order to identify the best fit communication strategy, marketers are oftentimes forced to rely on trial and error or unsupported market research. By modelling particular behaviour patterns, however, associated with exploratory buying, these firms and individuals may be able to predict consumer responses to more dynamic marketing campaigns. 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