I think that Television technologie have the greatest impact on global Research Paper

I think that Television technologie have the greatest impact on global communications for these reasons - Research Paper Example In the current world people are enjoying the evolution of flat screens, and the technology of 3D. Viewers enjoy better view and the industry will be big in the future. Most of the duties performed by television industries are unique like broadcasting football matches from different part of the earth. The introduction of big flat and colored televisions are making individuals enjoy when watching football matches unlike before when everything broadcasted by televisions were only in black and white. International relations is the relationship between countries in the world. This relationship is based on mutual respect. This is because every country in the world is a sovereign state. International relations has facilitated a lot of things in the world; the growth and development of the international market depends highly on the international relations between different states of the world (Wilkins, 2001). Evolution of Television Opt electric Transformation This was the first of the serie s of the nineteenth-century discoveries which finally became the basis of television discovery. This process which leads to changes of behavior of electrons caused by variations in amount of light illuminating a given material. This process was very instrumental in the development of the television (Todorivic, 14). ... For it to be possible to reproduce all the tones from black to white passing by different shades of gray, the light source was expected to be able to change its intensity several hundred times in the course of one television line, and this was to be during the 60th of the duration of one picture ( Todorivic, 17). The Cathode-Ray Tube More research in the development of television shows that Nipkow disk was not a perfect solution for the display of transmitted moving images. By the end of nineteenth century cathode-ray tube was developed which became the essential and basic television display device (Todorivic, 17). Discovery and development of the television have had several advantages to the world. Television can be used for entertainment and as well as educational uses. Television is one source of informing whereby broadcast news and weather stations help in keeping people updated about the current events. This helps people in knowing what is happening around them before they make some decisions or adjustments to fit in the updates received from the television. Television can be used for educating purposes. Through the programs casted by the television and adverts individuals are able to learn new things through this channel of communication. When families sit together to watch different programs, this helps in creating a strong family bond because as people watch they share a lot about what they are watching (Anthony, 2007). Complex TV shows or movies requires a great deal of intelligence to comprehend the story line of the show or movie. The current TV stations not only bring comedy, drama and action to their viewers but also they have been bringing some programs

Chariots of Fire Essay Example for Free

Chariots of Fire Essay Answer: In the film Chariots of Fire, Directed by Hugh Hudson, two major film techniques which have been used are slow motion and close up shots. These Production techniques reinforce the character and feelings of Eric Liddell and Harold Abrahams as they prepare and run in the 1924 Paris Olympic Games. The Close Up shots give us an insight into Eric’s Character and reactions, specifically when he makes the decision not to run on the Sabbath. Slow motion tells us of the nervousness and loneliness of Harold as he waits for the races to start, and communicates the feeling of tension to the viewers . The film techniques in Chariots of Fire enhance the characters personalities and form a link with the theme and major events in the story line. Close up shots are used in Chariots of Fire to portray the honesty and integrity of Eric Liddell, â€Å"the Flying Scotsman†, and his personality and approach to the Olympic Games. When Eric arrived in Paris he was confronted with the problem of running his 100m heats on the Sabbath. Eric decides that he won’t run on the Sabbath because, â€Å"the Sabbath is Gods and I for one intend to keep it that way†, â€Å"I won’t run and that’s final†. The close up shots showed us Eric’s reactions and emotions which exposed how Eric was a transparent character whose life was governed by faith, honesty and loyalty to God. Hugh Hudson has used slow motion during the Olympic races to portray the honesty and integrity of Harold Abraham and Eric Liddell. The slow motion technique is also used to portray the loneliness and solitary feeling before races. At the start of Harold’s race it shows his determination to win, â€Å"If I can’t win, I won’t run†. Harold was a Jew and was determined to prove that he could run, it was his weapon against the rising of Anti-Semitism before World War Two. The slow motion in Eric’s race shows the viewers the different style of running he has and how each movement counts towards the final victory. Eric said â€Å"God made me fast, and when I run I feel his pleasure†; the slow motion shows how he loves running, but reminds us of his firm faith and trust in God which will never be severed. Slow motion shots showed me the feelings of the runners during their races and deepened the sense of nervousness, but determination to run the race to victory in both of the main characters. The two production techniques close up shots and slow motion, enhance the link between the characters and the theme of faith and endurance, the understanding of character feelings and determination made the film worthwhile because you can sense the tenseness of the character and their yearning for victory as the both had â€Å"something personal to prove†. The production techniques helped me to understand the characters faith and the strength of their faith which governed their lives, never to decrease but continually increase and inspire others to run a straight race morally, have ambition and determination, this theme is especially prominent as we are shown how Eric’s faith in God was his strength when running and pathway to victory. Two major production techniques in Chariots of Fire, used by Hugh Hudson were close up and slow motion, these two techniques enhanced my understanding of the main characters, Eric Liddell and Harold Abrahams. The techniques portrayed character feelings, formation and the result of crucial decision making. This film is worthwhile to watch because not only because of the way the director has used techniques to make it easier to understand the lives of the two Olympic heroes and inspire future generations, but to get an insight of how these two runners achieved their goal and their personal reasons for pursuing victory.

Similarities In Frankenstein And A Dolls House English Literature Essay

Similarities In Frankenstein And A Dolls House English Literature Essay A Dolls House, written by Henrik Ibsen, and Frankenstein, written by Mary Shelley, have many connections between them. Different characters and view points were established in both books, characters in both the novels share similar and different personality traits, and the themes and tones of the two are common. Torvald Helmers character in A Dolls House is a husband who is hardworking, gives in to his wife, and a man who must maintain his title. He is a father of three children and a soon-to-be manager of a bank. Be at rest and feel secureHer is shelter for you; here I will protect you like a hunted dove that I have saved from a hawks claws; I will bring peace to your poor beating heart (Ibsen 65) Torvald says this to his wife after he finds out what his wife has done and that his wife no longer wants to be with him. The wife of Torvald Helmer, Nora Helmer, is always happy, lovable, but yet naÃÆ'Â ¯ve. She is characterized as a doll who is played with. I have been your doll wife, just as at home I was Papas doll child (Ibsen 67). She later finds out that she has been played with just like a doll when the truth of her forging her fathers signature is exposed. She states that it was because she was treated like a doll that she has made nothing of her life and soon decides to leave her husband and kids after the truth behind her secret was spilled by Nils Krogstad.. Nils Krogstad is lawyer and works under Torvald Helmer. Krogstad was in an unhappy marriage which led him to be a widower with several children. He suffers from a diseased moral charactersnuffing about to smell out moral corruption and , as soon as they have found some, put the person concerned into some lucrative position where they can keep their eye on him (Ibsen 15). His character is one who is trying to gain back his good title which he lost when he, himself, forged a signature. In trying to do so, he is blackmailing Nora Helmer. Robert Walton, who Victor is telling his story to, starts off the novel Frankenstein. He is a captain traveling to the North Pole. Walton is an explorer, chasing after non-possessed knowledge. I may there discover the wondrous powerI shall satiate my ardent curiosity with the sight of a part of the world never before visited (Shelley 2). As he goes on his voyage, he begins to feel lonely and sad, seeking for a companion that is able to relate and communicate to. Soon enough, he finds Victor, his new companion, at the brink of death and nurses him back to health. Victor Frankenstein is the main character in Frankenstein. He is a Swiss man who grew up in Geneva reading many alchemists works. He then gains interest about modern science and the secret of life. From this day natural philosophy, and particularly chemistry, in the most comprehensive sense of the term, became nearly my sole occupation (Shelley 36). With this new knowledge, he then creates a monster. The monster is Victor Frankensteins creation. He was made from old body parts and enters life with super-human features, such as being strong and having a good endurance. Remember, thou hast made me more powerful than thyself; my height is superior to thine; my joints more supple (Shelley 86). Along with the monsters strength, height, and endurance, it gained knowledge and learned the ability to speak and read. He turns compassionate, gentle, and kind nature but soon seeks revenge against Victor. From the novels A Dolls House and Frankenstein, the characters from both novels are similar but yet different at the same time. Krogstad and the monster are both characters living a hard life where no one is willing to accept them. If necessary, I am prepared to fight for my small post in the bank as if I were fighting for my life (Ibsen 21). Nils Krogstad was wanting to keep his position in the bank because he felt that it was the only way people will accept and re-give him the respect that he has lost. Also, it was his way of making money for his kids that he also wanted to gain the respect back from. Here then I retreated, and lay down happy to have found a shelter, however miserable, from the inclemency of the season, and still more from the barbarity of man (Shelley 94). The monster that Victor created was completely shunned from people. His grotesque features made people scared and disdain him, making him feel sad and misunderstood. Both characters are also seeking for revenge. But let me tell you this-if I lose my position a second time, you shall lose yours with me (Ibsen 24). Krogstad said this to Nora Helmer when he found out that he was losing his job position. He was trying to get Nora to persuade her husband, Torvald Helmer, to keep him in Torvalds business. In doing so, Krogstad blackmailed Nora. Your hours will pass in dread and misery, and soon the bolt will fall which must ravish from you your happiness foreverrevenge remains-revenge (Shelley 155). Victor Frankenstein made a deal with the monster that he would make a companion for it so the monster wouldnt be alone. After Victor decided to destroy the next monster he was going to create, the monster became angry and warned Victor that he will get his revenge for Victor breaking the deal. In the endings of the novels, both characters change and are now different from one another. I have never had such an amazing piece of good fortune in my life! (Ibsen 55). Krogstad life, in the end, is now brig htening up. He found a new companion, which was Noras childhood friend, and was able to support his family again. In time, he knew he will once again be able to be respected. Farewell! I leave you, and in you the last of humankind whom these eyes will ever beholdI shall die, and what I now feel be no longer felt (Shelley 210). After Victor has passed away, the monster did not feel a need to live anymore. He regretted what he has done and to demolish the regrets and wounds he felt, he vanished in the darkness and distance. These two characters started off with similar feelings of sadness and wants of being accepted. Going towards the end of the novels, both changed into two different people, Krogstad being happy with the life that he will soon be getting and the monster having regrets then disappearing into the sea. A Dolls House and Frankenstein have similar themes. Themes are explored in a literary and are the main ideas of the works. Within the two novels, these themes are discovered: secrecy, role of women, and misleading of appearances. In both of the books, it contains secrecy that separates one from another. Victor felt that sciences secrets must not be shared with others out in the world. He began created a monster in secrecy, which came alive, and planned to destroy it without anyone knowing either. In doing so, he isolates himself from the outside world. Nora Helmer kept her secret of forging her fathers signature from her husband. To Nora, the secret was more meant to protect her husband than lie to him, hoping that they would remain together. The theme of a womens role is noticed in both novels. Women in Frankenstein have the roles of the innocent, loving, and sacrificial mother. This, to my mother, was more than a duty; it was a necessity, a passion-(Shelley 20). In this quote, Vict or is describing her mothers passion of helping the poor. The sacrificial role held by women is shown in A Dolls House. After her father passed, Nora gives herself up to Torvald, her husband. Her abandonment of her family once her secret has been found out is another sacrifice that she had taken. Appearances are misleading and are clearly shown as the novel is unraveled. The monster in Frankenstein is first seen as only a ugly creature with super-human traits and no heart. Later in the novel, the monster is able to speak, read, and feel just like a regular human. This is shocking both to the narrator and reader. A Dolls House, appearances of the characters are mislead to fit with them, then reveals the reality of the plays characters and situations.

Learning Environments of Different Economic Levels Essay -- Education

Learning Environments of Different Economic Levels Pictures not only display an image in our minds, but the language of the picture conveys a certain message to the viewer. For example, the picture â€Å"Instruction at Home† displays an informal learning environment in a third world country, while the picture â€Å"The Lesson--Planning a Career† displays a formal learning environment in a more developed country. Based on the appearance of the students in the pictures, the children in "Instruction at Home" appear to be more attentive and interested in the material than the students in "The Lesson--Planning a Career," who appear bored and disinterested. These images tell us that the students in impoverished countries place a higher value on their education because it is a rare privilege, rather than a mandatory responsibility, as displayed in "The Lesson--Planning a Career." These differences in educational environments, which are displayed in the two pictures, are influenced by the economic levels of the soci ety in which the students live. The first picture, â€Å"Instruction at Home,† displays the learning environment of lower economic levels. In this picture, two young children, about six or seven years of age, sit in front of a makeshift blackboard attentively listening to their teacher, who is most likely their mother. The learning environment is not a classroom at all, but a small space in the corner of their home. They sit in two wooden chairs facing the blackboard, which is really just a black cloth with letters and numbers drawn on it. Their teacher stands to the side of a small desk cluttered with a few small items and a kerosene lamp, while using a walking stick to point to the board. A calendar hangs o... ...it is apparent that there is a concrete message enveloped in the lessons at home and in the classroom. The students in â€Å"Instruction at Home† are more eager to learn their alphabet than the students in â€Å"The Lesson† are to learn about planning their careers. The children in â€Å"Instruction at Home† have been brought up in a primitive culture where nothing has been spoon-fed to them, unlike the students in Western civilization. Therefore, the children that have been raised in poverty place a higher value on an education, which they see as an incredible opportunity to better themselves and rise above the harsh reality of their world. The students in â€Å"The Lesson,† however, perceive school as a mandatory responsibility. The two pictures show that the better the economic level one lives in, the better the learning environment, which leads to greater economic success. Learning Environments of Different Economic Levels Essay -- Education Learning Environments of Different Economic Levels Pictures not only display an image in our minds, but the language of the picture conveys a certain message to the viewer. For example, the picture â€Å"Instruction at Home† displays an informal learning environment in a third world country, while the picture â€Å"The Lesson--Planning a Career† displays a formal learning environment in a more developed country. Based on the appearance of the students in the pictures, the children in "Instruction at Home" appear to be more attentive and interested in the material than the students in "The Lesson--Planning a Career," who appear bored and disinterested. These images tell us that the students in impoverished countries place a higher value on their education because it is a rare privilege, rather than a mandatory responsibility, as displayed in "The Lesson--Planning a Career." These differences in educational environments, which are displayed in the two pictures, are influenced by the economic levels of the soci ety in which the students live. The first picture, â€Å"Instruction at Home,† displays the learning environment of lower economic levels. In this picture, two young children, about six or seven years of age, sit in front of a makeshift blackboard attentively listening to their teacher, who is most likely their mother. The learning environment is not a classroom at all, but a small space in the corner of their home. They sit in two wooden chairs facing the blackboard, which is really just a black cloth with letters and numbers drawn on it. Their teacher stands to the side of a small desk cluttered with a few small items and a kerosene lamp, while using a walking stick to point to the board. A calendar hangs o... ...it is apparent that there is a concrete message enveloped in the lessons at home and in the classroom. The students in â€Å"Instruction at Home† are more eager to learn their alphabet than the students in â€Å"The Lesson† are to learn about planning their careers. The children in â€Å"Instruction at Home† have been brought up in a primitive culture where nothing has been spoon-fed to them, unlike the students in Western civilization. Therefore, the children that have been raised in poverty place a higher value on an education, which they see as an incredible opportunity to better themselves and rise above the harsh reality of their world. The students in â€Å"The Lesson,† however, perceive school as a mandatory responsibility. The two pictures show that the better the economic level one lives in, the better the learning environment, which leads to greater economic success.

Prelude to Foundation Chapter 7 Mycogen

MYCOGEN-†¦ A sector of ancient Trantor buried in the past of its own legends. Mycogen made little impact on the planet. Self-satisfied and self-separated to a degree†¦ Encyclopedia Galactica 31. When Seldon woke, he found a new face looking at him solemnly. For a moment he frowned owlishly and then he said, â€Å"Hummin?† Hummin smiled very slightly. â€Å"You remember me, then?† â€Å"It was only for a day, nearly two months ago, but I remember. You were not arrested, then, or in any way-â€Å" â€Å"As you see, I am here, quite safe and whole, but-and he glanced at Dors, who stood to one side-â€Å"it was not very easy for me to come here.† Seldon said, â€Å"I'm glad to see you.-Do you mind, by the way?† He jerked his thumb in the direction of the bathroom. Hummin said, â€Å"Take your time. Have breakfast.† Hummin didn't join him at breakfast. Neither did Dors. Nor did they speak. Hummin scanned a book-film with an attitude of easy absorption. Dors inspected her nails critically and then, taking out a microcomputer, began making notes with a stylus. Seldon watched them thoughtfully and did not try to start a conversation. The silence now might be in response to some Trantorian reserve customary at a sickbed. To be sure, he now felt perfectly normal, but perhaps they did not realize that. It was only when he was done with his last morsel and with the final drop of milk (which he was obviously getting used to, for it no longer tasted odd) that Hummin spoke. He said, â€Å"How are you, Seldon?† â€Å"Perfectly well, Hummin. Sufficiently well, certainly, for me to be up and about.† â€Å"I'm glad to hear it,† said Hummin dryly. â€Å"Dors Venabili was much to blame in allowing this to happen.† Seldon frowned. â€Å"No. I insisted on going Upperside.† â€Å"I'm sure, but she should, at all costs, have gone with you.† â€Å"I told her I didn't want her to go with me.† Dors said, â€Å"That's not so, Hari. Don't defend me with gallant lies.† Seldon said angrily, â€Å"But don't forget that Dors also came Upperside after me, against strong resistance, and undoubtedly saved my life. That's not bending the truth at all. Have you added that to your evaluation, Hummin?† Dors interrupted again, obviously embarrassed. â€Å"Please, Hari. Chetter Hummin is perfectly correct in feeling that I should either have kept you from going Upperside or have gone up with you. As for my subsequent actions, he has praised them.† â€Å"Nevertheless,† said Hummin, â€Å"that is past and we can let it go. Let us talk about what happened Upperside, Seldon.† Seldon looked about and said guardedly, â€Å"Is it safe to do so?† Hummin smiled slightly. â€Å"Dors has placed this room in a Distortion Field. I can be pretty sure that no Imperial agent at the University-if there is one-has the expense to penetrate it. You are a suspicious person, Seldon.† â€Å"Not by nature,† said Seldon. â€Å"Listening to you in the park and afterward- You are a persuasive person, Hummin. By the time you were through, I was ready to fear that Eto Demerzel was lurking in every shadow.† â€Å"I sometimes think he might be,† said Hummin gravely. â€Å"If he was,† said Seldon, â€Å"I wouldn't know it was he. What does he look like?† â€Å"That scarcely matters. You wouldn't see him unless he wanted you to and by then it would all be over, I imagine-which is what we must prevent. Let's talk about that jet-down you saw.† Seldon said, â€Å"As I told you, Hummin, you filled me with fears of Demerzel. As soon as I saw the jet-down, I assumed he was after me, that I had foolishly stepped outside the protection of Streeling University by going Upperside, that I had been lured up there for the specific purpose of being picked up without difficulty.† Dors said, â€Å"On the other hand, Leggen-â€Å" Seldon said quickly, â€Å"Was he here last night?† â€Å"Yes, don't you remember?† â€Å"Vaguely. I was dead tired. It's all a blur in my memory.† â€Å"Well, when he was here last night, Leggen said that the jet-down was merely a meteorological vessel from another station. Perfectly ordinary. Perfectly harmless.† â€Å"What?† Seldon was taken aback. â€Å"I don't believe that.† Hummin said, â€Å"Now the question is: Why don't you believe that? Was there anything about the jet-down that made you think it was dangerous? Something specific, that is, and not just a pervasive suspicion placed in your head by me.† Seldon thought back, biting his lower lip. He said, â€Å"Its actions. It seemed to push its forepart below the cloud deck, as though it were looking for something, then it would appear in another spot just the same way, then in another spot, and so on. It seemed to be searching Upperside methodically, section by section, and homing in on me.† Hummin said, â€Å"Perhaps you were personifying, Seldon. You may have been treating the jet-down as though it was a strange animal looking for you. It wasn't, of course. It was simply a jet-down and if it was a meteorological vessel, its actions were perfectly normal†¦ and harmless.† Seldon said, â€Å"It didn't seem that way to me.† Hummin said, â€Å"I'm sure it didn't, but we don't actually know anything. Your conviction that you were in danger is simply an assumption. Leggen's decision that it was a meteorological vessel is also only an assumption.† Seldon said stubbornly, â€Å"I can't believe that it was an entirely innocent event.† â€Å"Well then,† said Hummin, â€Å"suppose we assume the worst-that the vessel was looking for you. How would whoever sent that vessel know you would be there to seek?† Dors interjected, â€Å"I asked Dr. Leggen if he had, in his report of the forthcoming meteorological work, included the information that Hari would be with the group. There was no reason he should in the ordinary course of events and he denied that he had, with considerable surprise at the question. I believed him.† Hummin said thoughtfully, â€Å"Don't believe him too readily. Wouldn't he deny it, in any case? Now ask yourself why he allowed Seldon to come along in the first place. We know he objected initially, but he did relent, without much fight. And that, to me, seems rather out of character for Leggen.† Dors frowned and said, â€Å"I suppose that does make it a bit more likely that he did arrange the entire affair. Perhaps he permitted Hari's company only in order to put him in the position of being taken. He might have received orders to that effect. We might further argue that he encouraged his young intern, Clowzia, to engage Hari's attention and draw him away from the group, isolating him. That would account for Leggen's odd lack of concern over Hari's absence when it came time to go below. He would insist that Hari had left earlier, something he would have laid the groundwork for, since he had carefully showed him how to go down by himself. It would also account for his reluctance to go back up in search of him, since he would not want to waste time looking for someone he assumed would not be found.† Hummin, who had listened carefully, said, â€Å"You make an interesting case against him, but let's not accept that too readily either. After all, he did come Upperside with you in the end.† â€Å"Because footsteps had been detected. The Chief Seismologist had [been] witness to that.† â€Å"Well, did Leggen show shock and surprise when Seldon was found? I mean, beyond that of finding someone who had been brought into extreme peril through Leggen's own negligence. Did he act as though Seldon wasn't supposed to be there? Did he behave as though he were asking himself: How is it they didn't pick him up?† Dors thought carefully, then said, â€Å"He was obviously shocked by the sight of Hari lying there, but I couldn't possibly tell if there was anything to his feelings beyond the very natural horror of the situation.† â€Å"No, I suppose you couldn't.† But now Seldon, who had been looking from one to the other as they spoke and who had been listening intently, said, â€Å"I don't think it was Leggen.† Hummin transferred his attention to Seldon. â€Å"Why do you say that?† â€Å"For one thing, as you noted, he was clearly unwilling to have me come along. It took a whole day of argument and I think he agreed only because he had the impression that I was a clever mathematician who could help him out with meteorological theory. I was anxious to go up there and, if he had been under orders to see to it that I was taken Upperside, there would have been no need to be so reluctant about it.† â€Å"Is it reasonable to suppose he wanted you only for your mathematics? Did he discuss the mathematics with you? Did he make an attempt to explain his theory to you?† â€Å"No,† said Seldon, â€Å"he didn't. He did say something about going into it later on, though. The trouble was, he was totally involved with his instruments. I gathered he had expected sunshine that hadn't showed up and he was counting on his instruments having been at fault, but they were apparently working perfectly, which frustrated him. I think this was an unexpected development that both soured his temper and turned his attention away from me. As for Clowzia, the young woman who preoccupied me for a few minutes, I do not get the feeling, as I look back on it, that she deliberately led me away from the scene. The initiative was mine. I was curious about the vegetation on Upperside and it was I who drew her away, rather than vice versa. Far from Leggen encouraging her action, he called her back while I was still in sight and I moved farther away and out of sight entirely on my own.† â€Å"And yet,† said Hummin, who seemed intent on objecting to every suggestion that was made, â€Å"if that ship was looking for you, those on board must have known you'd be there. How would they know-if not from Leggett?† â€Å"The man I suspect,† said Seldon, â€Å"is a young psychologist named Lisung Randa† â€Å"Randa?† said Dors. â€Å"I can't believe that. I know him. He simply would not be working for the Emperor. He's anti-Imperialist to the core.† â€Å"He might pretend to be,† said Seldon. â€Å"In fact, he would have to be openly, violently, and extremely anti-Imperialist if he was trying to mask the fact that he is an Imperial agent.† â€Å"But that's exactly what he's not like,† said Dors. â€Å"He is not violent and extreme in anything. He's quiet and good-natured and his views are always expressed mildly, almost timidly. I'm convinced they're genuine.† â€Å"And yet, Dors,† said Seldon earnestly, â€Å"it was he who first told me of the meteorological project, it was he who urged me to go Upperside, and it was he who persuaded Leggen to allow me to join him, rather exaggerating my mathematical prowess in the process. One must wonder why he was so anxious to get me up there, why he should labor so hard.† â€Å"For your good, perhaps. He was interested in you, Hari, and must have thought that meteorology might have been useful in psychohistory. Isn't that possible?† Hummin said quietly, â€Å"Let's consider another point. There was a considerable lapse of time between the moment when Randa told you about the meteorology project and the moment you actually went Upperside. If Randa is innocent of anything underhanded, he would have no particular reason to keep quiet about it. If he is a friendly and gregarious person-â€Å" â€Å"He is,† said Dors. â€Å"-then he might very likely tell a number of friends about it. In that case, we couldn't really tell who the informer might be. In fact, just to make another point, suppose Randa is anti-Imperialist. That would not necessarily mean he is not an agent. We would have to ask: Whom is he an agent for? On whose behalf does he work?† Seldon was astonished. â€Å"Who else is there to work for but the Empire? Who else but Demerzel?† Hummin raised his hand. â€Å"You are far from understanding the whole complexity of Trantorian politics, Seldon.† He turned toward Dors. â€Å"Tell me again: Which were the four sectors that Dr. Leggen named as likely sources for a meteorological vessel?† â€Å"Hestelonia, Wye, Ziggoreth, and North Damiano.† â€Å"And you did not ask the question in any leading way? You didn't ask if a particular sector might be the source?† â€Å"No, definitely not. I simply asked if he could speculate as to the source of the jet-down.† â€Å"And you†-Hummin turned to Seldon â€Å"may perhaps have seen some marking, some insigne, on the jet-down?† Seldon wanted to retort heatedly that the vessel could hardly be seen through the clouds, that it emerged only briefly, that he himself was not looking for markings, but only for escape-but he held back. Surely, Hummin knew all that. Instead, he said simply, â€Å"I'm afraid not.† Dors said, â€Å"If the jet-down was on a kidnapping mission, might not the insigne have been masked?† â€Å"That is the rational assumption,† said Hummin, â€Å"and it tray well have been, but in this Galaxy rationality does not always triumph. However, since Seldon seems to have taken no note of any details concerning the vessel, we can only speculate. What I'm thinking is: Wye.† â€Å"Why?† echoed Seldon. â€Å"I presume they wanted to take me because whoever was on the ship wanted me for my knowledge of psychohistory.† â€Å"No, no.† Hummin lifted his right forefinger as if lecturing a young student. â€Å"W-y-e. It is the name of a sector on Trantor. A very special sector. It has been ruled by a line of Mayors for some three thousand years. It has been a continuous line, a single dynasty. There was a time, some five-hundred years ago, when two Emperors and an Empress of the House of Wye sat on the Imperial throne. It was a comparatively short period and none of the Wye rulers were particularly distinguished or successful, but the Mayors of Wye have never forgotten this Imperial past. â€Å"They have not been actively disloyal to the ruling houses that have succeeded them, but neither have they been known to volunteer much on behalf of those houses. During the occasional periods of civil war, they maintained a kind of neutrality, making moves that seemed best calculated to prolong the civil war and make it seem necessary to turn to Wye as a compromise solution. That never worked out, but they never stopped trying either. â€Å"The present Mayor of Wye is particularly capable. He is old now, but his ambition hasn't cooled. If anything happens to Cleon-even a natural death-the Mayor will have a chance at the succession over Cleon's own too-young son. The Galactic public will always be a little more partial toward a claimant with an Imperial past. â€Å"Therefore, if the Mayor of Wye has heard of you, you might serve as a useful scientific prophet on behalf of his house. There would be a traditional motive for Wye to try to arrange some convenient end for Cleon, use you to predict the inevitable succession of Wye and the coming of peace and prosperity for a thousand years after. Of course, once the Mayor of Wye is on the throne and has no further use for you, you might well follow Cleon to the grave.† Seldon broke the grim silence that followed by saying, â€Å"But we don't know that it is this Mayor of Wye who is after me.† â€Å"No, we don't. Or that anyone at all is after you, at the moment. The jet-down might, after all, have been an ordinary meteorological testing vessel as Leggen has suggested. Still, as the news concerning psychohistory and its potential spreads-and it surely must-more and more of the powerful and semi-powerful on Trantor or, for that matter, elsewhere will want to make use of your services.† â€Å"What, then,† said Dors, â€Å"shall we do?† â€Å"That is the question, indeed.† Hummin ruminated for a while, then said, â€Å"Perhaps it was a mistake to come here. For a professor, it is all too likely that the hiding place chosen would be a University. Streeling is one of many, but it is among the largest and most free, so it wouldn't be long before tendrils from here and there would begin feeling their soft, blind way toward this place. I think that as soon as possible-today, perhaps-Seldon should be moved to another and better hiding place. But-â€Å" â€Å"But?† said Seldon. â€Å"But I don't know where.† Seldon said, â€Å"Call up a gazeteer on the computer screen and choose a place at random.† â€Å"Certainly not,† said Hummin. â€Å"If we do that, we are as likely to find a place that is less secure than average, as one that is more secure. No, this must be reasoned out.-Somehow.† 32. The three remained huddled in Seldon's quarters till past lunch. During that time, Hari and Dors spoke occasionally and quietly on indifferent subjects, but Hummin maintained an almost complete silence. He sat upright, ate little, and his grave countenance (which, Seldon thought, made him look older than his years) remained quiet and withdrawn. Seldon imagined him to be reviewing the immense geography of Trantor in his mind, searching for a corner that would be ideal. Surely, it couldn't be easy. Seldon's own Helicon was somewhat larger by a percent or two than Trantor was and had a smaller ocean. The Heliconian land surface was perhaps 10 percent larger than the Trantorian. But Helicon was sparsely populated, its surface only sprinkled with scattered cities; Trantor was all city. Where Helicon was divided into twenty administrative sectors; Trantor had over eight hundred and every one of those hundreds was itself a complex of subdivisions. Finally Seldon said in some despair, â€Å"Perhaps it might be best, Hummin, to choose which candidate for my supposed abilities is most nearly benign, hand me over to that one, and count on him to defend me against the rest.† Hummin looked up and said in utmost seriousness, â€Å"That is not necessary. I know the candidate who is most nearly benign and he already has you.† Seldon smiled. â€Å"Do you place yourself on the same level with the Mayor of Wye and the Emperor of all the Galaxy?† â€Å"In point of view of position, no. But as far as the desire to control you is concerned, I rival them. They, however, and anyone else I can think of want you in order to strengthen their own wealth and power, while I have no ambitions at all, except for the good of the Galaxy.† â€Å"I suspect,† said Seldon dryly, â€Å"that each of your competitors-if asked-would insist that he too was thinking only of the good of the Galaxy.† â€Å"I am sure they would,† said Hummin, â€Å"but so far, the only one of my competitors, as you call them, whom you have met is the Emperor and he was interested in having you advance fictionalized predictions that might stabilize his dynasty. I do not ask you for anything like that. I ask only that you perfect your psychohistorical technique so that mathematically valid predictions, even if only statistical in nature, can be made.† â€Å"True. So far, at least,† said Seldon with a half-smile. â€Å"Therefore, I might as well ask: How are you coming along with that task? Any progress?† Seldon was uncertain whether to laugh or cage. After a pause, he did neither, but managed to speak calmly. â€Å"Progress? In less than two months? Hummin, this is something that might easily take me my whole life and the lives of the next dozen who follow me.-And even then end in failure.† â€Å"I'm not talking about anything as final as a solution or even as hopeful as the beginning of a solution. You've said flatly a number of times that a useful psychohistory is possible but impractical. All I am asking is whether there now seems any hope that it can be made practical.† â€Å"Frankly, no.† Dors said, â€Å"Please excuse me. I am not a mathematician, so I hope this is not a foolish question. How can you know something is both possible and impractical? I've heard you say that, in theory, you might personally meet and greet all the people in the Empire, but that it is not a practical feat because you couldn't live long enough to do it. But how can you tell that psychohistory is something of this sort?† Seldon looked at Dors with some incredulity. â€Å"Do you want that explained.† â€Å"Yes,† she said, nodding her head vigorously so that her curled hair vibrated. â€Å"As a matter of fact,† said Hummin, â€Å"so would I.† â€Å"Without mathematics?† said Seldon with just a trace of a smile. â€Å"Please,† said Hummin. â€Å"Well-† He retired into himself to choose a method of presentation. Then he said, â€Å"-If you want to understand some aspect of the Universe, it helps if you simplify it as much as possible and include only those properties and characteristics that are essential to understanding. If you want to determine how an object drops, you don't concern yourself with whether it is new or old, is red or green, or has an odor or not. You eliminate those things and thus do not needlessly complicate matters. The simplification you can call a model or a simulation and you can present it either as an actual representation on a computer screen or as a mathematical relationship. If you consider the primitive theory of nonrelativistic gravitation-â€Å" Dors said at once, â€Å"You promised there would be no mathematics. Don't try to slip it in by calling it ‘primitive.' â€Å" â€Å"No, no. I mean ‘primitive' only in that it has been known as long as our records go back, that its discovery is shrouded in the mists of antiquity as is that of fire or the wheel. In any case, the equations for such gravitational theory contain within themselves a description of the motions of a planetary system, of a double star, of tides, and of many other things. Making use of such equations, we can even set up a pictorial simulation and have a planet circling a star or two stars circling each other on a two-dimensional screen or set up more complicated systems in a three-dimensional holograph. Such simplified simulations make it far easier to grasp a phenomenon than it would be if we had to study the phenomenon itself. In fact, without the gravitational equations, our knowledge of planetary motions and of celestial mechanics generally would be sparse indeed. â€Å"Now, as you wish to know more and more about any phenomenon or as a phenomenon becomes more complex, you need more and more elaborate equations, more and more detailed programming, and you end with a computerized simulation that is harder and harder to grasp.† â€Å"Can't you form a simulation of the simulation?† asked Hummin. â€Å"You would go down another degree.† â€Å"In that case, you would have to eliminate some characteristic of the phenomenon which you want to include and your simulation becomes useless. The LPS-that is, ‘the least possible simulation' gains in complexity faster than the object being simulated does and eventually the simulation catches up with the phenomenon. Thus, it was established thousands of years ago that the Universe as a whole, in its full complexity, cannot be represented by any simulation smaller than itself. â€Å"In other words, you can't get any picture of the Universe as a whole except by studying the entire Universe. It has been shown also that if one attempts to substitute simulations of a small part of the Universe, then another small part, then another small part, and so on, intending to put them all together to form a total picture of the Universe, one would find that there are an infinite number of such part simulations. It would therefore take an infinite time to understand the Universe in full and that is just another way of saying that it is impossible to gain all the knowledge there is.† â€Å"I understand you so far,† said Dors, sounding a little surprised. â€Å"Well then, we know that some comparatively simple things are easy to simulate and as things grow more and more complex they become harder to simulate until finally they become impossible to simulate. But at what level of complexity does simulation cease to be possible? Well, what I have shown, making use of a mathematical technique first invented in this past century and barely usable even if one employs a large and very fast computer, our Galactic society falls short of that mark. It can be represented by a simulation simpler than itself. And I went on to show that this would result in the ability to predict future events in a statistical fashion-that is, by stating the probability for alternate sets of events, rather than flatly predicting that one set will take place.† â€Å"In that case,† said Hummin, â€Å"since you can profitably simulate Galactic society, it's only a matter of doing so. Why is it impractical?† â€Å"All I have proved is that it will not take an infinite time to understand Galactic society, but if it takes a billion years it will still be impractical. That will be essentially the same as infinite time to us.† â€Å"Is that how long it would take? A billion years?† â€Å"I haven't been able to work out how long it would take, but I strongly suspect that it will take at least a billion years, which is why I suggested that number.† â€Å"But you don't really know.† â€Å"I've been trying to work it out.† â€Å"Without success?† â€Å"Without success.† â€Å"The University library does not help?† Hummin cast a look at Dors as he asked the question. Seldon shook his head slowly. â€Å"Not at all.† â€Å"Dors can't help?† Dors sighed. â€Å"I know nothing about the subject, Chetter. I can only suggest ways of looking. If Hari looks and doesn't find, I am helpless.† Hummin rose to his feet. â€Å"In that case, there is no great use in staying here at the University and I must think of somewhere else to place you.† Seldon reached out and touched his sleeve. â€Å"Still, I have an idea.† Hummin stared at him with a faint narrowing of eyes that might have belied surprise-or suspicion. â€Å"When did you get the idea? Just now?† â€Å"No. It's been buzzing in my head for a few days before I went Upperside. That little experience eclipsed it for a while, but asking about the library reminded me of it.† Hummin seated himself again. â€Å"Tell me your idea-if it's not something that's totally marinated in mathematics.† â€Å"No mathematics at all. It's just that reading history in the library reminded me that Galactic society was less complicated in the past. Twelve thousand years ago, when the Empire was on the way to being established, the Galaxy contained only about ten million inhabited worlds. Twenty thousand years ago, the pre-Imperial kingdoms included only about ten thousand worlds altogether. Still deeper in the past, who knows how society shrinks down? Perhaps even to a single world as in the legends you yourself once mentioned, Hummin.† Hummin said, â€Å"And you think you might be able to work out psychohistory if you dealt with a much simpler Galactic society?† â€Å"Yes, it seems to me that I might be able to do so.† â€Å"Then too,† said Dors with sudden enthusiasm, â€Å"suppose you work out psychohistory for a smaller society of the past and suppose you can make predictions from a study of the pre-Imperial situation as to what might happen a thousand years after the formation of the Empire-you could then check the actual situation at that time and see how near the mark you were.† Hummin said coldly, â€Å"Considering that you would know in advance the situation of the year 1,000 of the Galactic Era, it would scarcely be a fair test. You would be unconsciously swayed by your prior knowledge and you would be bound to choose values for your equation in such a way as to give you what you would know to be the solution.† â€Å"I don't think so,† said Dors. â€Å"We don't know the situation in 1,000 G.E. very well and we would have to dig. After all, that was eleven millennia ago.† Seldon's face turned into a picture of dismay. â€Å"What do you mean we don't know the situation in 1,000 G.E. very well? There were computers then, weren't there, Dors?† â€Å"Of course.† â€Å"And memory storage units and recordings of ear and eye? We should have all the records of 1,000 G.E. as we have of the present year of 12,020 G.E.† â€Å"In theory, yes, but in actual practice- Well, you know, Hari, it's what you keep saying. It's possible to have full records of 1,000 G.E., but it's not practical to expect to have it.† â€Å"Yes, but what I keep saying, Dors, refers to mathematical demonstrations. I don't see the applications to historical records.† Dors said defensively, â€Å"Records don't last forever, Hari. Memory banks can be destroyed or defaced as a result of conflict or can simply deteriorate with time. Any memory bit, any record that is not referred to for a long time, eventually drowns in accumulated noise. They say that fully one third of the records in the Imperial Library are simply gibberish, but, of course, custom will not allow those records to be removed. Other libraries are less tradition-bound. In the Streeling University library, we discard worthless items every ten years. â€Å"Naturally, records frequently referred to and frequently duplicated on various worlds and in various libraries-governmental and private-remain clear enough for thousands of years, so that many of the essential points of Galactic history remain known even if they took place in pre-Imperial times. However, the farther back you go, the less there is preserved.† â€Å"I can't believe that,† said Seldon. â€Å"I should think that new copies would be made of any record in danger of withering. How could you let knowledge disappear?† â€Å"Undesired knowledge is useless knowledge,† said Dors. â€Å"Can you imagine all the time, effort, and energy expended in a continual refurbishing of unused data? And that wastage would grow steadily more extreme with time.† â€Å"Surely, you would have to allow for the fact that someone at some time might need the data being so carelessly disposed of.† â€Å"A particular item might be wanted once in a thousand years. To save it all just in case of such a need isn't cost-effective. Even in science. You spoke of the primitive equations of gravitation and say it is primitive because its discovery is lost in the mists of antiquity. Why should that be? Didn't you mathematicians and scientists save all data, all information, back and back to the misty primeval time when those equations were discovered?† Seldon groaned and made no attempt to answer. He said, â€Å"Well, Hummin, so much for my idea. As we look back into the past and as society grows smaller, a useful psychohistory becomes more likely. But knowledge dwindles even more rapidly than size, so psychohistory becomes less likely-and the less outweighs the more.† â€Å"To be sure, there is the Mycogen Sector,† said Dors, musing. Hummin looked up quickly. â€Å"So there is and that would be the perfect place to put Seldon. I should have thought of it myself.† â€Å"Mycogen Sector,† repeated Hari, looking from one to the other. â€Å"What and where is Mycogen Sector?† â€Å"Hari, please, I'll tell you later. Right now, I have preparations to make. You'll leave tonight.† 33. Dors had urged Seldon to sleep a bit. They would be leaving halfway between lights out and lights on, under cover of â€Å"night,† while the rest of the University slept. She insisted he could still use a little rest. â€Å"And have you sleep on the floor again?† Seldon asked. She shrugged. â€Å"The bed will only hold one and if we both try to crowd into it, neither of us will get much sleep.† He looked at her hungrily for a moment and said, â€Å"Then I'll sleep on the floor this time.† â€Å"No, you won't. I wasn't the one who lay in a coma in the sleet.† As it happened, neither slept. Though they darkened the room and though the perpetual hum of Trantor was only a drowsy sound in the relatively quiet confines of the University, Seldon found that he had to talk. He said, â€Å"I've been so much trouble to you, Dors, here at the University. I've even been keeping you from your work. Still, I'm sorry I'll have to leave you.† Dors said, â€Å"You won't leave me. I'm coming with you. Hummin is arranging a leave of absence for me.† Seldon said, dismayed, â€Å"I can't ask you to do that.† â€Å"You're not. Hummin's asking it. I must guard you. After all, I faded in connection with Upperside and should make up for it.† â€Å"I told you. Please don't feel guilty about that.-Still, I must admit I would feel more comfortable with you at my side. If I could only be sure I wasn't interfering with your life†¦Ã¢â‚¬  Dors said softly, â€Å"You're not, Hari. Please go to sleep.† Seldon lay silent for a while, then whispered, â€Å"Are you sure Hummin can really arrange everything, Dors?† Dors said, â€Å"He's a remarkable man. He's got influence here at the University and everywhere else, I think. If he says he can arrange for an indefinite leave for me, I'm sure he can. He is a most persuasive man.† â€Å"I know,† said Seldon. â€Å"Sometimes I wonder what he really wants of me.† â€Å"What he says,† said Dors. â€Å"He's a man of strong and idealistic ideas and dreams.† â€Å"You sound as though you know him well, Dors.† â€Å"Oh yes, I know him well.† â€Å"Intimately?† Dors made an odd noise. â€Å"I'm not sure what you're implying, Hari, but, assuming the most insolent interpretation- No, I don't know him intimately. What business would that be of yours anyway?† â€Å"I'm sorry,† said Seldon. â€Å"I just didn't want, inadvertently, to be invading someone else's-â€Å" â€Å"Property? That's even more insulting. I think you had better go to sleep.† â€Å"I'm sorry again, Dors, but I can't sleep. Let me at least change the subject. You haven't explained what the Mycogen Sector is. Why will it be good for me to go there? What's it like?† â€Å"It's a small sector with a population of only about two million-if I remember correctly. The thing is that the Mycogenians cling tightly to a set of traditions about early history and are supposed to have very ancient records not available to anyone else. It's just possible they would be of more use to you in your attempted examination of pre-Imperial times than orthodox historians might be. All our talk about early history brought the sector to mind.† â€Å"Have you ever seen their records?† â€Å"No. I don't know anyone who has.† â€Å"Can you be sure that the records really exist, then?† â€Å"Actually, I can't say. The assumption among non-Mycogenians is that they're a bunch of madcaps, but that may be quite unfair. They certainly say they have records, so perhaps they do. In any case, we would be out of sight there. The Mycogenians keep strictly to themselves.-And now please do go to sleep.† And somehow Seldon finally did. 34. Hari Seldon and Dors Venabili left the University grounds at 0300. Seldon realized that Dors had to be the leader. She knew Trantor better than he did-two years better. She was obviously a close friend of Hummin (how close? the question kept nagging at him) and she understood his instructions. Both she and Seldon were swathed in light swirling docks with tight-fitting hoods. The style had been a short-lived clothing fad at the University (and among young intellectuals, generally) some years back and though right now it might provoke laughter, it had the saving grace of covering them well and of making them unrecognizable-at least at a cursory glance. Hummin had said, â€Å"There's a possibility that the event Upperside was completely innocent and that there are no agents after you, Seldon, but let's be prepared for the worst.† Seldon had asked anxiously, â€Å"Won't you come with us?† â€Å"I would like to,† said Hummin, â€Å"but I must limit my absence from work if I am not to become a target myself. You understand?† Seldon sighed. He understood. They entered an Expressway car and found a seat as far as possible from the few who had already boarded. (Seldon wondered why anyone should be on the Expressways at three in the morning-and then thought that it was lucky some were or he and Dors would be entirely too conspicuous.) Seldon fell to watching the endless panorama that passed in review as the equally endless line of coaches moved along the endless monorail on an endless electromagnetic field. The Expressway passed row upon row of dwelling units, few of them very tall, but some, for all he knew, very deep. Still, if tens of millions of square kilometers formed an urbanized total, even forty billion people would not require very tall structures or very closely packed ones. They did pass open areas, in most of which crops seemed to be growing-but some of which were clearly parklike. And there were numerous structures whose nature he couldn't guess. Factories? Office buildings? Who knew? One large featureless cylinder struck him as though it might be a water tank. After all, Trantor had to have a fresh water supply. Did they sluice rain from Upperside, filter and treat it, then store it? It seemed inevitable that they should. Seldon did not have very long to study the view, however. Dors muttered, â€Å"This is about where we should be getting off.† She stood up and her strong fingers gripped his arm. They were off the Expressway now, standing on solid flooring while Dors studied the directional signs. The signs were unobtrusive and there were many of them. Seldon's heart sank. Most of them were in pictographs and initials, which were undoubtedly understandable to native Trantorians, but which were alien to him. â€Å"This way,† said Dors. â€Å"Which way? How do you know?† â€Å"See that? Two wings and an arrow.† â€Å"Two wings? Oh.† He had thought of it as an upside-down â€Å"w,† wide and shallow, but he could see where it might be the stylized wings of a bird. â€Å"Why don't they use words?† he said sullenly. â€Å"Because words vary from world to world. What an ‘air-jet' is here could be a ‘soar' on Cinna or a ‘swoop' on other worlds. The two wings and an arrow are a Galactic symbol for an air vessel and the symbol is understood everywhere. Don't you use them on Helicon?† â€Å"Not much. Helicon is a fairly homogeneous world, culturally speaking, and we tend to cling to our private ways firmly because we're overshadowed by our neighbors.† â€Å"See?† said Dors. â€Å"There's where your psychohistory might come in. You could show that even with different dialects the use of set symbols, Galaxy-wide, is a unifying force.† â€Å"That won't help.† He was following her through empty dim alleyways and part of his mind wondered what the crime rate might be on Trantor and whether this was a high-crime area. â€Å"You can have a billion rules, each covering a single phenomenon, and you can derive no generalizations from that. That's what one means when one says that a system might be interpreted only by a model as complex as itself.-Dors, are we heading for an air-jet?† She stopped and turned to look at him with an amused frown. â€Å"If we're following the symbols for air-jets, do you suppose we're trying to reach a golf course? Are you afraid of air-jets in the way so many Trantorians are?† â€Å"No, no. We fly freely on Helicon and I make use of air-jets frequently. It's just that when Hummin took me to the University, he avoided commercial air travel because he thought we would leave too clear a trail.† â€Å"That's because they knew where you were to begin with, Hari, and were after you already. Right now, it may be that they don't know where you are and we're using an obscure port and a private air-jet.† â€Å"And who'll be doing the flying?† â€Å"A friend of Hummin's, I presume.† â€Å"Can he be trusted, do you suppose?† â€Å"If he's a friend of Hummin's, he surely can.† â€Å"You certainly think highly of Hummin,† said Seldon with a twinge of discontent. â€Å"With reason,† said Dors with no attempt at coyness. â€Å"He's the best.† Seldon's discontent did not dwindle. â€Å"There's the air-jet,† she said. It was a small one with oddly shaped wings. Standing beside it was a small man, dressed in the usual glaring Trantorian colors. Dors said, â€Å"We're psycho.† The pilot said, â€Å"And I'm history.† They followed him into the air-jet and Seldon said, â€Å"Whose idea were the passwords?† â€Å"Hummin's,† said Dors. Seldon snorted. â€Å"Somehow I didn't think Hummin would have a sense of humor. He's so solemn.† Dors smiled.

Packaging on Consumer Buying Behavior

Consumer Attitude Toward Mobile Marketing INTRODUCTION Starting from background of the research area and why this study is important, this section of the study will continue with necessary definitions of the terms which will be used in this research. Additionally, this section will present problem discussion to enlighten the reader about current situation of the study area. Finally outline of the thesis will be shown to inform the reader about what will be encountered in the upcoming chapters of this study.BACKGROUND After high penetration of the internet, mobile broadband subscription rate also increased dramatically. Subscriptions of mobile broadband outnumbered the subscriptions of broadband by 2008, which is indicating tremendous potential for mobile internet (International Telecommunication Union, 2009). Another research conducted by ITU (International Telecommunication Union, 2010) shows that 90% of the world population has internet access, and 80% of people who is living in ru ral areas also have internet access.Different reasons are playing a role in rise of mobile devices usage, according to Grant et al. , (2007) Improvements in mobile technology, and integration of data, video and audio context in one mobile device absolutely increased the usage of mobile devices. Flexibility in communication and information sharing became possible with improvements in mobile technology and integration of internet and computing in to mobile medium (Siau et al. , 2005). The possibility of reaching the information anytime and anywhere triggered the improvements of mobile devices lately (Deans, 2005).Grant also states that potential of interaction with consumer, target marketing and managing consumer relationship made mobile devices especially important channel for marketers (Grant et al. , 2007). Mobile services and marketing has become powerful source for marketing communication and distribution (Nysveen et al. , 2005). Backed up marketing activities with mobile devices provide companies an opportunity to directly communicate with consumers anytime, anywhere (Haghirian et al. , 2005).Internet has been used as an effective channel by companies for building and managing consumer relationship (Deans, 2005). With the mobile internet, marketing opportunities are defined by different authors like Ahonen, (2002) that when mobile internet subscriptions outnumber the broadband subscriptions mobile internet will have the larger potential audience. Marketing potential of the mobile devices also found by Friedrich et al. , (2009) as, probably mobile medium have more potential * Mobile TechnologyCertainly mobile technologies have a very crucial and important impact on today’s businesses (Haghirian et al. , 2005). As a result mobile technologies are providing many opportunities for marketing activities, especially direct communication opportunity with consumers anytime, anywhere (Haghirian et. al. , 2008). Latest improvements in an area of internet and w ireless technology during the late 1990s paved the way for unique telecommunication service mobile internet (Okazaki, 2005). According to Siau et al. (2005) Mobile technology holds great strategic importance, and it is integrating internet and computing into wireless environment, and improving the communication, information sharing and interworking. Even mobile phones and assistive networks seem to be dominant mobile commerce providers, other technologies and devices will probably have important role in mobile commerce soon (Balasubramanian et al. , 2002). For instance, there are new devices that combine mobile phones and personal digital assistants’ (PDA) features in one device (ibid). Guo et al. , 2010: â€Å"Mobile communication devices, such as cell phones, laptops, PDAs, etc. have provided people with new approaches to accessing web contents, emails, instant messaging, and commerce services in a convenient and flexible fashion which fully takes the advantages of mobilit y and timeliness of mobile communication technologies. † More information about mobile technology will be provided in chapter 2 (3G, Wi-Fi, Bluetooth, Software and Technology, SMS & MMS) * Electronic Commerce and Electronic Marketing Definitions of electronic business, electronic commerce, and internet commerce are gathered together under the same roof, and threated as the same term as electronic commerce (Elliot, 2002).Electronic commerce defined by Turban et al. , (2006): â€Å"The process of buying, selling, transferring, or exchanging products, services and/or information via computer networks, including the internet. † (p. 4). Providing interactive environment and personalizing the content of message enabling powerful digital marketing channel (mobile devices and internet) to interact with consumers (Strandvik et al. , 2006). There are four categories of electronic commerce identified, which are business-to-business (B2B), business-toconsumer( B2C), peer-to-peer (P 2P) and consumer-to-business (C2B) as it shown in figure 11 (rayport et al. 2004) in next page. And B2C defined by Rayport as electronic commerce refers to exchanges between businesses and consumer. Business originating from†¦ Business Consumers B2B| C2B| B2C| P2P| And selling to†¦Business Consumer FIGURE 1: Four categories of electronic commerce. According to Strauss et al. , (2006): â€Å"Electronic marketing, is the use of information technology in the process of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders†.Chaffey et al. , (2009), also adds that electronic marketing is part of the digital marketing and have more aspects than internet marketing (wireless media, email) such as electronic CRM (Customer relationship management) and digital customer data management. * Mobile Commerce and Mobile Marketing Business experts are estimating potential of mobil e world without time and place boundaries (Balasubramanian et al. , 2002). Widespread usage of mobile phones accelerated the growth of usage of mobile devices to conduct mobile commerce (Xu, 2007).Haghirian et al. , (2005), (p. 32c): â€Å"In a mobile world, these activities (process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational goals) are performed via mobile devices, such as cellular phones and pagers, cordless telephones, personal digital assistants, two-way radios, baby crib monitors, wireless networking systems, global positioning systems (GPS) based locators and maps†.Commonly mobile commerce is considered as part of the electronic commerce (Lian et al. , 2010). Currently there is no formal agreement of definition of mobile commerce, but widespread acceptance of mobile commerce is the use of mobile devices to interact with consumers and transacti ons that takes place on private or public networks (Balasubramanian et al. , 2002). By taking advantage of technology and applications, mobile internet become advantageous subsidiary channel for traditional electronic commerce, which is indicating big potential (Wang et al. 2010) Current improvements in mobile technology resulted in widespread usage and different functions of mobile devices, the mobile medium has turned into a powerful marketing channel, which allowed businesses to set up electronic presence alongside with their consumers without time and place boundaries (Toker et al. , 2010). The Mobile Marketing Association, (2008) defines mobile marketing as â€Å"The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media marketing communications program. † Anyway, it is important to clarify mobile marketing and mobile advertising (Leppaniemi et al. 2004). Hence Leppaniemi et al. , (2004) defines mobile advertising as â₠¬Å"Any paid message communicated by mobile media with the intent to influence the attitudes, intentions and behavior of those addressed by the commercial messages. †(p. 93-97) which can be also inferred from definitions mobile advertising is part of mobile marketing. After stating two types of mobile advertising which are push and pull advertising, Leppaniemi et al. , (2004) explains it as following: Leppaniemi et al. , (2004): â€Å"Advertising that is â€Å"pushed† to the users’ devices is generally used in conjunction with mobile advertising.Push advertising may be unsolicited such as special promotions delivered by SMS to users within the context of an existing customer relationship, or it may be solicited where users agree to have certain services or promotions pushed to them at certain times (sponsored sports score alerts, for example). Pull advertising, on the other hand, is defined as an advertising that is attached to content or services that users requ est or â€Å"pull† to themselves. For instance, when a customer requests the local weather from mobile service provider, the content of the response, including any related advertising, is pull advertising. (p. 93-97) The increasing growth in the area of mobile commerce gives new dimensions to interactive marketing (Okazaki, 2009). Direct interaction with consumers is possible via mobile marketing without time and place boundaries (Dickinger et al. , 2005). Personal nature of the mobile phones provide an opportunity to understand buying habits and trends of individual consumers which is impossible in PC environment, that’s why marketers should see mobile internet as a powerful medium (Keefe, 2008). * Attitude According to Antonides et al. (1998), â€Å"Attitude is the individual predisposition to evaluate an object or an aspect of the world in a favorable or unfavorable manner. † (p. 197) More information about consumer attitude will be provided in chapter 2, wit h focus on marketing activities. PROBLEM DISCUSSION Lehmann et al. , (1998): â€Å"The most important phase of any research is the definition of the problem to be addressed. † Large variety of media channels increased the competition for drawing the attention of the consumer (Strandvik et al. , 2006). Mobile medium especially changing the marketing dynamics and pointing consumer needs and interests (Friedrich et al. 2009). In order to take advantage of mobile devices to establish marketing efficiency, it is important to understand how consumers perceive mobile advertising (Haghirian et al. , 2005). Mobile marketing allows marketers to immediately track success of their campaign and provide an opportunity to be more precise about place and how advertisements are conveyed to the consumers (Keefe, 2008). Mobile marketing is the only individual medium that enables interactive, direct interaction without time and place boundaries (Leppaniemi et al. 2004).According to Haig, (2002) The fact is that mobile phones are the most individual device we own and it is possible to interact and target individually (ibid. ). High potential of innovative and creative mobile marketing indicates that it is extremely important to understand and gain deeper knowledge in consumer behavior in mobile commerce medium (Haghirian et al. , 2008). Because of the innovativeness, consumer’s reactions toward mobile marketing become critical for the success of mobile commerce (ibid). To improve the personalization of the advertising, behavioral advertisers are profiling the mobile consumers and tracking them (King et al. 2010). Personalized advertising is adding more value and improving experience for consumers (Dickinger et al. , 2004). Mobile phones have started to commercialize (Wei et al. , 2010). Latest improvements in communication technology opened the way for mobile advertising to be crucial component of marketing mix (Leppaniemi et al. 2004). Mobile marketing is gaining po pularity with improvements in wireless technology and widespread usage of smart phones (Sun et al. , 2010). Despite the fact that mobile marketing increases quickly Haghirian et al. (2005) stated that Potential consumers didn’t have opportunity to express their feeling toward mobile marketing. According to Leppaniemi et al. 2004, even though a lot of research conducted in the area of mobile advertising, only few of these researches delivered useful knowledge to this area. Roach, (2009), (p. 124-138): â€Å"The fast pace of development within the mobile commerce industry has brought about a new field of academic research, in which studies have examined the variety of factors influencing the acceptance of mobile phone marketing from both consumer and organization perspectives.The current literature remains largely inconsistent and fragmented. † There is an accelerating growth of the articles in an area of mobile marketing since 2005, after some time it is stabilized arou nd 42% per year (Toker et al. , 2010). The distribution of articles by year is shown in Figure22. FIGURE 2: Distributions of articles by year. Even though correlation between attitude towards mobile advertising and mobile marketing adoption is indicated, there are several different research investigating the attitude and outcome of it (Toker et al. , 2010). According to Soroa-Koury et. al. (2010) there is probably a positive correlation between positive attitude towards mobile advertising and eagerness to accept mobile advertising. Consumers’ mobile marketing experience and usage frequency of mobile marketing is also another important issue. Some mobile device users may have experienced the mobile marketing, some may have not. One type of usage segmentation is ? Volume Segmentation? and it is explained by Goldsmith et al. , (1999) as; Volume segmentation combines two different factor (frequency of use and usage rate) to divide market into three different categories which are: heavy users, light users and nonusers.In order to understand the relation between frequency of usage and attitude Solomon, (2007) uses the ABC model of attitudes in order to draw attention to relation between components of ABC model of attitudes and usage segments: Solomon, (2007): â€Å"Most researchers agree that an attitude has three components: affect, behavior, and cognition. Affect refers to the way a consumer feels about an attitude object. Behavior involves the person’s intentions to do something with regard to an attitude object. Cognition refers to the beliefs a consumer has about an attitude object.We can remember these three components of an attitude as the ABC model of attitudes. All three components of an attitude is important, but their relative importance will vary depending on a consumer’s level of motivation with regard to the attitude object, whether they are light or heavy users, and so on. † (p. 237) General idea about internet advertising is rather entertaining or informative (Tsang et al. , 2004). Although the difference between internet advertising and general advertising is known, it is unclear how consumers feel about mobile advertising and the relation between attitude and behavior (ibid).There is a big potential for marketers, but there is still lot to learn about mobile marketing by investigating it further (Haghirian et al. , 2005). It is found that younger people are faster than older people about adoption of new technology (Leek et al. , 2009). Consequently highest usage of mobile phone is the 18- 29 years old age group (ibid). Researches indicate that mobile phone is the most common way of communication among young people who uses email more than traditional voice calls (Okazaki, 2009).As technology behind mobile phones improves more and increase their capacity to download and store video and music content, they are going to become more popular for young people (Grant et al. , 2007). As a result the reason why young people use mobile phones and how they use is topic worthy for researchers (ibid). The purpose of the research is to bring light and create understanding of consumers’ attitude formation toward mobile marketing, that’s why the following research problem is formulated: How is the young consumers’ attitude toward mobile marketing? RESEARCH PURPOSE AND RESEARCH QUESTIONSBased on the problem discussion above to accomplish purpose the research is focusing on different factors that affecting consumer attitude toward mobile marketing. Basic aim of the research questions is to understand the effect of each factor on consumer attitude toward mobile marketing, whether positive or negative. Therefore; to increase awareness about the factors that influencing consumer’s attitude toward mobile marketing among young consumer;. Starting from available theories and models, the study will try to find important variables that affect consumer attitude toward mobile marketing.In order to understand the effect of content on attitude toward mobile marketing with the focus on youth generation, first question is formulated to analyze further if consumer form a positive or negative attitude when content is considered. R. Q. 1: How content of mobile marketing play a role in formation of attitude toward mobile marketing? The main aim of the second question is to investigate further of the effect of personalization of mobile marketing on consumer attitude towards mobile marketing. In order to understand the effect of this variable on consumer attitude, second question is formulated as following: R. Q. : How personalization of mobile marketing play a role in formation of attitude toward mobile marketing? The study conducted by Soroa-Koury et al. , 2010 found that perceived usefulness of mobile marketing predicted attitude towards mobile marketing, whereas perceived ease-of-use of mobile marketing did not predict attitude towards mobile marketing. Howev er situation may differ in mobile marketing context, hence the following hypotheses are developed: H. 1: Perceived usefulness has a positive effect on consumer attitude towards mobile marketing. H. 2: Perceived ease-of-use has a positive effect on consumer attitude towards mobile marketing.RESEARCH HYPOTHESIS Hypothesis 1: Perceived Usefulness Analysis of hypothesis 1 â€Å"Perceived usefulness has a positive effect on consumer attitude towards mobile marketing. † is presented for each case separately. Male All five of the male respondents agreed on that usefulness of mobile marketing has an positive impact on their attitude toward it, and they are more open to useful mobile marketing activities. According to Soroa- Koury et al. , (2010) perceived usefulness of mobile advertising predicts attitude toward it and positively influences consumer attitude towards mobile advertising.During the interviews all of the respondents found different reasons to feel that mobile marketing i s useful, their reaction towards useful mobile marketing was having positive feelings toward it. Female All five of the female respondents also stated different motivations to find mobile marketing useful. Usefulness of mobile marketing is directly correlated to reaction toward it, and all of the respondents underlined that usefulness of mobile marketing generates positive feelings towards provider and mobile marketing activity.At this point findings of Soroa-Kory et al. , (2010) with responds of interviewees are matching. * Hypothesis 2: Perceived Ease-of-Use Analysis of hypothesis 2 ? Perceived ease-of-use has a positive effect on consumer attitude towards mobile marketing is presented for each cases separately. Male During the interviews perceived ease of use not found to be as important as usefulness of mobile marketing. All of the respondents agreed on that easiness of mobile marketing doesn’t necessarily creates positive attitude towards it. In accordance with Soroa-Kor y et al. (2010) findings which is implying that perceived ease-of-use is not predicting consumer attitude toward mobile advertising, respondents also agreed that perceived ease-of-use is not effecting consumer attitude in a positive way and not a merit to measure consumer attitude toward mobile marketing. Apart from that one of the respondent doesn’t find mobile marketing easy to use while four of the respondent found mobile marketing easy to use and interact with. Female Three out of five respondents highlighted that mobile marketing is not easy to use and interact with.All of the respondents underlined the fact that easiness of mobile marketing is essential and not an extra, consequently outcome of easiness doesn’t found to be positive by respondents. Findings of Soroa-Kory et al. , (2010) also approves that easiness of mobile marketing is not necessarily predicts the consumer attitude. During the interview one of the respondent highlighted that easiness is not carry ing as LITERATURE REVIEW The previous chapter provided background and problem discussion to the study area of this thesis. This chapter will present the review of earlier studies and literature related to this research purpose.Aim of this chapter is to deliver relevant literature about mobile marketing and attitude towards it. Firstly attitude patterns of the consumers towards mobile marketing will be presented, and secondly mobile marketing enabling technologies will be described. Finally review of the theories concerning the factors that affecting mobile marketing will take place. * Enabling Technologies & Types of Mobile Marketing Improved technology in mobile devices allowed us to surf the internet, find the location with GPS (Global Positioning System), tweet with friends or chat with them, watch movies and play games and so on (Liu et al. 2010) This part of the study will deliver information about technology that making mobile marketing possible and present types of current mo bile marketing applications. * 3G and Wi-Fi The term 3G is one of the latest broadband mobile communication system that uses internet and variety of multimedia communications (Bao, 2010). Zeng et al. , (2009) explains the benefits of 3G by stating that; 3G enabled better data and voice transfer rate, and it is providing various different services like web browsing, video conferencing, e-commerce applications (Video, voice communication, online media, Mobile TV and etc. and personalized information services. Large variety of 3G mobile services transformed mobile devices from traditional voice phones to entertaining, life and business media (Yang, 2010). When we compare surfing on the internet via computer with via 3G there is some advantages of 3G can be seen like without time and place limitations, which are becoming an opportunity for mobile commerce to go further (Zeng et al. , 2009). And if special services can be introduced to people, it can accelerate the improvement of mobile commerce (ibid. ).These days Wi-Fi is becoming more and more popular way to connect to the internet, people are taking advantage of connecting to internet without wires in hotels, at the university campus, in the office, and Wi-Fi is becoming synonymous with WLANs (wireless local area networks) allowing access to the internet (Hayes et al. , 2009). Currently Wi-Fi is available through wide range of mobile devices as a default function (Henry et al. , 2002). Wi-Fi hotspots are providing free internet access to everyone who is carrying a device with Wi-Fi function (ibid). * Mobile banner advertisingDevelopments in mobile screen technology increased the resolution and provided an opportunity for advertisers to implement higher quality images and banners on mobile devices (Mobile Marketing Association, 2007). Consequently advertisers can produce more efficient advertisements with higher quality, richer and bigger (ibid). Example of mobile banner advertising is shown in Figure 43 in next page. FIGURE 4: Example of Mobile Banner Advertising. * Location based marketing Location based services are tried to be produced by many marketers; the main value proposition is the location (Becker et al. 2010). However, location is not the main goal it is an instrument that empowering the services like mapping, advertising and search to be more valuable (ibid). Location-based services are very beneficial for local advertising campaigns: for example consumer may receive short message about the nearest restaurant or bus station with directions (Dickinger et al. , 2004). Location-based advertising utilizes the location by using individual consumers to target consumer in particular location (Tsang et al. 2004). Location based advertising is time sensitive in a way that advertisement can be sent to signed up client when this client pass through a certain point of purchase (Dickinger et al. , 2004). By tracking mobile devices technical address it is possible to detect local position o f the user in the environment of mobile commerce (Lee et al. , 2007). As an example Telia (Swedish company), one of the biggest telecommunication company in Europe, applied real-time SMS game by using mobile devices osition to allow users to interact with each other while playing (Dickinger et al. , 2005). Contextual marketing is also possible with location based marketing. Example for contextual marketing, information or coupon about a specific product can be sent to consumer via mobile device while consumer is in the department store to buy specific product (Lee et al. , 2007). * Bluetooth According to Groten et al. , (2009): â€Å"Bluetooth is a radio interface for short-range connections between electronic devices† (p. 1134-1138).If Bluetooth is enabled, any user with a mobile device can download rich content like graphics, video, sound, wallpaper, text, and software (Leek et al. , 2009). Interaction within mobile devices is possible via Bluetooth, mobile devices can conn ect to other mobile devices with Bluetooth if it is in range (Groten et al. , 2001). * Bluetooth wireless proximity based marketing The proximity path is the use of Bluetooth to interact with consumers which is called proximity marketing, or the local delivery of the content to mobile devices (Becker et al. 2010). The Bluetooth path is the usage of Bluetooth on mobile devices as a communication channel (ibid). Bluetooth technology provides a powerful opportunity for marketers to use location specific areas to reach consumers with rich content, and it is also cheaper and less complex than SMS (Short message service) and MMS (Multimedia message service) (Leek et al. , 2009). Bluecasting is the use of Bluetooth for mobile marketing purposes (Becker et al. , 2010). According to Becker et al. (2010) Bluetooth marketing can be explained as the placement of Bluetooth access point in any public place like airport, train station or any live event, and when consumer walks by this device and t he Bluetooth is enabled on mobile device access point request automatically request interaction with mobile device. If user accepts the request Bluetooth access point sends rich content like game, ringtone sound, picture or any other form of content to users phone (ibid). As an example of this, rock group Coldplay (English famous rock group) used Bluetooth marketing when launching the new album X&Y, 20,000 people ownloaded content like sample tracks and clips from main rail terminals in London for two weeks (Tsiandar, 2006). * Software and Technology Mobile applications are available for mobile devices like enterprise digital assistants, mobile phones and personal digital assistants (PDA) (Ho et al. , 2010). Latest advances in mobile technology let mobile phones to have big memories, convenient internet connections and faster processers (Liu et al. , 2010). Lately mobile application market improved dramatically, number of content providers, application developers and advertisers inc reased which improved the mobile services and or functions (Ho et al. 2010). Example for large mobile application platforms are Google Android Market, Microsoft Windows Market, BlackBerry Application World, Nokia Ovi and Ovi Store etc. (ibid). Ho et al, (2010): â€Å"Mobile communication follows the development trend of internet, users can link with mobile software stores through internet, and download all kinds of applications, which has provided human beings with more diversified information application forms, and gradually changed people's living habits and operation mode. It is indicated by research reports that growth rate of global smart phone in 2010 is as high as 78. %, showing that smart phone gradually becomes the mainstream in mobile phone market. Smart phone has the function of installing applications, provides users with more diversified mobile value-added services and will change the use habits in the future† (Ho et al. , 2010). * Application marketing Mobile ap plications can be used to create rich software experiences for consumers and can be provided to mobile devices like Ipad or smartphones (Becker et al, 2010). Mobile applications are similar to computer programs which are installed on mobile devices, and applications can serve in many ways like bank account balances, games (ibid).Mobile applications can be used for branding and advertising purposes and can be sold to get money (Becker et al. , 2010). According to Mobile Marketing Association, integrating advertising into mobile applications generates new revenue streams for service providers, application developers and distributors. Mobile telecommunication companies already started to provide mobile television and digital video services in many places (Ograd, 2006). Mobile television is also another type of application that holds great potential for advertising, Ograd, 2006 explanes the mobile TV as:Mobile TV will provide users an experience that they are already familiar with tradi tional broadcast television, and allow them to choose content (Ograd, 2006). With several multimedia options like camera, music player, radio and video recorder mobile TV will offer more interactive, active and individual experience than traditional broadcast TV (ibid). * QR Codes Another type of mobile marketing is Quick Response (QR) codes which is defined by Hirakawa et al. , (2009) as a matrix code (or two-dimensional bar code).Flat surface advertising like paper and cyber media already become popular around the world (Hirakawa et al. ,2009). New method of flat surface advertisement is developed which is cooperating with URLs or QR codes (Quick response code) (ibid). Figure 54 in next page shows the example of QR code. FIGURE 5: Example of QR code. * Interactive Voice Response Interactive voice response is providing and option to send or receive voice calls with people and communicating with them without any live person is involved on the other side of the communication (Becker et al. , 2010). * SMS ; MMSShort Message Service (SMS) defined by Taylor et al. , (2008) as a service enabling to send and receive short messages (up to 160 caracter) via mobile phones. According to Dickinger et al. , (2004) SMS is first and most prosperous type of mobile data transmission. MMS (multimedia message services) is the improved version of short messaging service which allows users to send combined video, sound and pictures (Okazaki, 2005). * SMS ; MMS marketing Personal nature of the mobile phones accelerated the usage rate of SMS and MMS in many parts of the world as a marketing channel (Taylor et al. 2008). Even tough MMS is used less than SMS, rapid growth in mobile technology will increase the rate of usage of music, videos, sounds and visuals in near future (ibid). SMS marketing can provide advantages like lower cost than other media channels, since the main expanse is buying mobile phone numbers (Dickinger et al. , 2004). According to Dickinger et al. , (2004) ther e are several different types of text messaging applications exists which are; information services, mobile couponing, mobile CRM (customer relationship management), branding, entertainment and product launches.Mobile couponing is one type of specific promotion tool wich integrates classic couponing with mobile communications (Wehmeyer et al. , 2005). â€Å"Advertising funded information services include news, weather, traffic, market rates, horoscopes, or songs just played on the radio† (Dickinger et al. , 2004, p. 159-173). User may pay little or nothing for this kind of services and information (ibid). Companies are changing their focus from mass marketing media to more targeted personal media and replacing them with more personalized media (Leppaniemi et al. , 2008).CRM is supported by text messages by allowing registered consumers to receive newsletters, special discounts, prizes and coupons (Dickinger et al. ,2004). According to Dickinger et al. , 2004 mobile marketing is such a tool that enables branding. Wella, one of the world’s leading cosmetic company, with special campaign they sent SMS messages to registered consumers with a kiss and consumers positive feelings about this campaign resulted in word of mouth by forwarding messages to friends (Dickinger et l. , 2004). Entertainment included marketing activities are capable of increasing the customer loyalty and add value (ibid). Attitude Attitude is a major factor in information systems and marketing researches (Tsang et al. , 2004). Attitude is outcome of what we say, feel and know (Mooij, 2005). For Solomon, (2009) â€Å"Attitude is a lasting general evaluation of people (including oneself), objects, advertisements or issues. † (p. 237) It is important to highlight that attitude toward mobile advertising refers to consumers’ attitude toward advertising in general rather than one specific type of advertisement (Haghirian et al. , 2008). Our feelings about product advertis ing are directly effecting how we feel about the product itself (Solomon, 2009).General public attitude toward advertising has been a main concern and focus for a long time (Tsang et al. , 2004). Consumer attitude toward mobile marketing has been popular among different researchers, especially focusing on mobile advertising (Tsang et al. , 2004; Xu, 2007; Haghirian et al. , 2008; Brackett et al. , 2001; Dickinger et al. ,2005). According to Shavitt et al. , (1998), even tough old studies show that there is an unfavorable manner toward advertising among consumers; some researchers found that there is favorable view of advertising.However, situation in mobile marketing and advertising may differ. According to Dickinger et al. , (2004) mobile marketing is â€Å"Using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders† (p. 159-173). Accord ing to Xu, (2007) it can be expected that mobile advertising is more valuable for consumers when considering location based services and time sensitive events.Xu, (2007) also stated that personalization of mobile content can change the negative attitude of the public toward advertising. * Factors That Affecting Consumer Attitudes This part of the study will present current theories and models in the relevant literature to discuss different variables that playing a role in consumers attitude toward mobile marketing. The effect of personalization and content on attitude toward mobile marketing will be presented (Xu, 2007). Xu’s model of factors contributing to Attitude and intention toward mobile advertising is shown in Figure 65 below.Entertainment Informativeness Intention Attitude Irritation Creditability Personalization FIGURE 6: Factors Contributing to Attitude and Intention toward Mobile Advertising. * Personalization and Content According to Xu, 2007 by personalizing the mobile advertising message consumer attitude can be improved. There is a direct correlation between content (Informative, irritation, credibility and entertaining variables of the content), of mobile marketing and personalization with consumer’s overall attitude (ibid). * PersonalizationMobile commerce holds a great potential for personalization, because of the nature of mobile devices they provide personal information of users (Lee et al. , 2003). Personalized advertising improve the experience for companies and consumers (Dickinger et al. , 2004). By allowing mobile advertising providers to collect data about demographics and location of the consumers, personalization improves the quality of mobile commerce and turns it into important medium (Xu, 2007). The impact of the message can be increased by personalizing the message (Dickinger et al. 2004). Success of the target marketing is based on well-structured and maintained databases (ibid). Marketers are gaining the advanta ge of personalization of the message and collecting consumer feedback and their choices, this is improving customer relation by enabling companies to communicate with them in very individual way (Haghirian et al. , 2005). Personalization of the message is not only making consumer more favorable about the mobile advertising, it is also improving the consumer attitude by turning unfavorable attitude to favorable attitude (Xu, 2007).It is obvious that privacy concerns of the consumer is crucial and must be taken into account (Taylor et al. , 2008). Permission for personal information can be gathered but in some situations this information may be gathered without consumers will (Wei et al. , 2010). Barnes and Scornovacca, 2004 as cited in Leek et al. , 2009, personalized marketing messages are adding value to information service, and there is also a potential of decreasing the negative reaction of the consumer. * Content There are several researchers argue the importance of content in m obile marketing (Leppaniemi et al. 2004; Dickinger et al. , 2004; Haghirian et al. , 2005; Xu, 2007; Rebello et al. , 2009). According to Xu, 2007 personalization, entertainment and informativeness are the attributes of content that have positive effect on overall attitude, but irritation has negative impact on overall attitude. Attributes of the content is defined by Haghirian et al. , 2005 as entertainment, informativeness, credibility and irritation. According to Leppaniemi et al. , 2004 content of the message is crucial in all type of advertising and it is also valid in mobile advertising.In order to communicate properly and efficiently with consumers, underlying factors of mobile advertising must be identified (ibid). Information and entertainment are found to be the most important acceptance attributes of mobile marketing (Bauer et al. ,2005). * Entertainment Customer loyalty can be increased with entertainment services, furthermore extra value can also be created for costumer s (Haghirian et al. , 2005). Informative and entertaining messages with creativity is holding potential to generate positive attitude toward mobile marketing activity among consumers (Bauer et al. 2005). Entertainment of the mobile advertising message is highly important (Haghirian et al. , 2005). According to Tsang et al. , 2004 Entertainment is the most important attribute of the content that has an impact on overall attitude. Loyalty of the consumer can be increased with entertainment services and extra value for the customer can also be created with entertainment services (Haghirian et al. , 2005). Research conducted by Tsang et al. , 2004 found that entertainment is the major attribute that affects consumer attitude towardmobile advertising. Informativeness Assuming the mobile platform as a relatively new marketing channel, marketing centered activities like content and information sharing are main motivations for consumer acceptance of mobile marketing (Sultan et al. , 2010). The user needs easy access to the information that he or she is looking for (Haghirian et al. , 2005). The main difference between personalized mobile marketing with informativeness is that personalization highlights the individual preferences and adjusted to personal needs and interests (Xu et al. , 2007). * CredibilityAdvertisement credibility is defined by Lutz et al. , 1989 as how consumers perceive the brand is truthful and believable, which mentioned in the advertising. Credibility of the advertisement should be considered as an important variable when determining the attitude toward advertisement; in addition to that attitude towards advertisement and mood should be ignored when considering the impact of them on attitude toward advertisement (ibid). There are no academic findings about the impact of the credibility that delivered to mobile devices (Haghirian et al. , 2005). * IrritationAccording to Haghirian et al. , 2005 Confusion among consumers may cause negative reaction toward mobile advertising. Complex mobile advertising message can cause irritation among consumers, and this disturbance decrease the value of the advertising for consumers (ibid). According to Tsang et al. , 2004 there is a negative relation between attitude toward mobile advertising and irritation. * Perceived Usefulness and Ease of Use Several different researchers found that there is a powerful relation with user behavior and perceived usefulness and perceived ease-of-use (Davis, 1989).Perceived ease-of-use and perceived usefulness are important variables when considering consumer adoption process of technologies (Soroa-Koury et al. , 2010). From different perspectives, perceived ease-of-use and perceived usefulness are significantly influential on consumer’s decision to adopt information technology (Davis, 1989). Theoretical model of Soroa-Koury et al. , (2010) shown in Figure 76 below. FIGURE 7: Theoretical model. Perceived usefulness Misperceptions Pluralistic Ignoranc e False consensus False uniqueness Attitude toward Mobile AdvertisingPerceived Ease of use Intention to Adopt Mobile Advertising FIGURE 7: Theoretical model. Individuals’ acceptance is explained by Davis, 1989 with Technology acceptance model, and main drivers of this model are perceived usefulness and perceived ease-of-use. Perceived usefulness and perceived ease of use are examined by Soura-Koury et al. , 2010 as predictors of attitude towards mobile advertising. * Perceived usefulness Perceived usefulness is defined by Davis, 1989 as â€Å"The degree to which a person believes that using a particular system would enhance his or her job erformance. † (p. 319-339) There is a positive correlation between perceived usefulness of mobile commerce and consumer satisfaction in mobile commerce environment (Lee et al. , 2007,). The study conducted by Soura-Koury et al. , (2010) also found that perceived usefulness is one of the key variable for prediction consumer attitude to ward mobile advertising. * Perceived ease of use Perceived ease-of-use Is the evaluation of the user of how easy for him or her to interact with technology or particular information system (Zhiping, 2009).Perceived ease of use, in contrast, refers to â€Å"the degree to which a person believes that using a particular system would be free of effort† (Davis, 1989, p. -319- 339). It is also claimed by Davis, 1989 easier applications have bigger potential to be accepted by users. RESEARCH METHODOLOGY This chapter will deliver information about research methodology, and selected type of research will be presented which suits best to this study. This chapter will start with defining the purpose of the study and continue with describing the research approach.After that this chapter provides information about: Which strategy is chosen for this study, sample selection methods, how the information will be gathered for research, and analysis method and quality aspect of the study. * Res earch Purpose According to Chisnall, (1997) there are three main commonly accepted research design techniques listed as descriptive, exploratory and casual. These classified methods differ depending on research questions, research purpose, certainty of hypothesis that are presented and data collection method that employed (Aaker et al. , 2004).When seeking insights to general problem of the research and relevant variables exploratory research technique is commonly adopted (Aaker et al. 2004). According to Lehmann et al. , (1998) exploratory research is used to identify basic information about the research area and formulating the hypothesis. Exploratory researches are focuses on identification of main nature of the research problems and formulation of hypothesis (ibid). â€Å"Descriptive studies, in contrast to exploratory research, stem from substantial prior knowledge of marketing variables† (Chisnall, 1997).Descriptive research is largely used in marketing research studies (Aaker et al. , 2004). The main aim of descriptive research is to search for different aspects of the market environment (ibid). According to Lehmann et al. , (1998) descriptive studies are playing a bridge role between exploratory and casual studies. This type of studies is assuming the different variables as known facts and hypothesis are of general (ibid). Casual studies investigates the market behavior and evaluation of the relationships and interactions of market behavior and factors that affecting them (Chisnall, 1997).For instance the relationship between demand elasticity and the degree to which advertising efforts may affect the sales (ibid). Casual studies are assuming not only the different variables, they are also assuming that how is the relation between them (hypothesis) (Lehann et al. , 1998). The purpose of this study is to seek insights in to the study, hence it is exploratory, but this research also aims to test different hypothesis which makes it partly casual.Si nce casual studies concerned with hypothesis, and exploratory studies are good for seeking insight into general problem and investigatingthe relation between different variables to gain deeper understanding, this research is primarily exploratory and partly casual. * Research Approach There are different choices of research approaches are available, either the qualitative or quantitative research approach. Qualitative data is most used method when collection method of the study uses or generates non-numerical data (Saunders et al. d, 2007). one main purpose of the qualitative research is to seek insights into research problems (Hair et al. 2006). By asking questions to relatively small samples of respondents and observing respondents behaviors, qualitative data mainly focuses on collection of primary data with details (ibid). Qualitative data was perceived by different authors and researchers as less powerful and pure than quantitative data some time ago (Lehmann et al. , 1998). But recently, advantages of qualitative data is taking attention like cost saving feature, and realization of that truth is not necessarily correlated to size of sample made qualitative research more popular for marketing research (ibid).According to Lehmann et al. , (1998): â€Å"Exploratory research tends to be qualitative and is very important in that it prevents preconceived notions from excluding potentially useful results† Since purpose of this study is to provide deeper understanding of the relation between consumer attitude and factors that effecting attitude, qualitative research approach found to be more convenient. Because qualitative research is more useful in terms of providing insights to research problem as Lehmann et al. , (1998) mentioned. * Research Strategy According to Saunders et al. (2007) there are several types of research strategy exists, which are presented as: survey, case study, grounded theory, experiment, archival research, and ethnography. â€Å"C ase studies are exploratory research that involves intense investigation of one or a few past problem situations that are viewed as similar to the researcher’s current problem situation† (Hair et al. , 2006). According to Hair et al. , (2006) If case study strategy is employed in research it requires in-depth examination of the facts of interest. These facts could be salesperson, customer, store, market area, film, and so on (ibid).Case study strategy have good ability to answer questions starting with ? why , ? what and ? how , and case studies are also good at answering questions like ? how? and ? what? (Sounders et al. , 2007). Because of this reason exploratory and explanatory researches most often employ case study strategy (ibid). According to Sounders et al. , (2007): â€Å"A case study strategy can incorporate multiple cases, that is, more than one case. The rationale for using multiple cases focuses upon the need to establish whether the findings of the first caseoccur in other cases and, as a consequence, the need to generalize from these findings.Case study strategy can be very worthwhile way of exploring existing theory. † (Sounders et al. , 2007) Case study is employed in this study as main research strategy. Since research questions of this study starts with how and case study deals very well with ? How questions, case study found to be most appropriate strategy for this study. Exploratory research approach of this study also requires case study as main strategy. In order to improve the quality of the research, the study incorporates with multiple cases, which are male case and female case. Sample selection Probability sampling is mostly used in cases of survey-based research techniques where it requires interferences from sample about the general population to answer research question(s) or objectives (Sounders et al. , 2007). Whereas non-probability sampling has ability to provide information-rich case study that explores th e research question (ibid). Hence non-probability sampling is chosen as sampling strategy in this study. Purposive or judgmental sampling is one of the non-probability sampling that identified by Sounders et al. 2007 and described as it gives an option for researcher to use their judgment to choose cases which is most appropriate for researcher to answer research question and met the objectives of study. Research targets are exchange students and master student who are studying at Lulea university of Technology and who have experience in using mobile devices and aged between 18- 29. Master and exchange students are coming all around the world, by choosing respondents among exchange students and master students; this study is trying to collect broader data without restricting respondents to one particular country.After starting to collect data ten students found to be sufficient to meet with research objective. Five male and five female respondents has chosen among students to be int erviewed, which makes the number of respondents of each case equal. * Data Collection Interview is defined by Chisnall, (1997) as: â€Å"Interview is concerned with a purposeful exchange of meanings, and it is this interaction between interviewer and the respondent which contributes so much to the success of the interview† (Chisnall, 1997).Valid and reliable data can be collected through interview which helps researcher to answer research questions and meet with research objectives (Sounders et al. , 2003). Hence this study employs interview technique to collect data, by doing so as Sounders et al. , 2007 stated, interview technique can be very handy in answering question ? how? and highlight on exploring ? why? this method found to be most appropriate technique, since this study aims to answer ? how questions. Required data has been collected by using semi-structured interviews. According to Sounders et al. (2003) in Semi-structured interviews have different types of themes and questions to be answered during the interview, and these may differentiate from interview to interview. In order to explore relationship between different variables in exploratory study semi-structured interviews may employed (ibid). Following Table 27 shows different types of interview in each of main research categories. As it can be seen from Table 2 below: Semi-structured interview technique suits best to this study by providing precise data for exploratory and explanatory research. One arrow in the table 2 means less frequent and wo arrows mean more frequent. ExploratoryDescriptiveExplanatory* Structured| | * | * | Semi-Structured| * | | * | In depth| * | | | TABLE 2: Uses of different types of interview in each of the main research categories. * Analysis Four dominant analytic techniques stated by Yin, 1994 which are: pattern-matching, explanation building, time series analysis, and program logic models. Each one of those technique is appropriate for bot single and multipl e-case studies (ibid). For case study analysis, one of the most appropriate strategy is to use pattern-matching logic (Yin, 1994).For case studies which are explanatory, there may be correlation between patterns and dependent or independent variables of the research (ibid). According to Sounders et al. , 2003: â€Å"The process of qualitative analysis generally involves the development of data categories, allocating units of studies’ original data to appropriate categories, recognizing relationships within and between categories of data, and developing and testing hypotheses to produce well-grounded conclusions† (Sounders et al. , 2003). In order to approve validity of the assumption gathered data from sample and mean of sample is calculated (Aaker et al. 2004). Within case and cross case analysis will be employed in this study to reduce the data and compare the data. Comparison between male (case 1) and female (case 2) respondents will be presented during the cross ca se analysis. Youth generation chosen as main target group, and for mobile marketing personalization found to be one of the concerns. But it is also important to understand if there is any difference between any gender to be more precise in personalizing the message and targeting the consumer. Finally findings of the analyses will be presented. Validity and Reliability â€Å"Reliability and validity are crucial aspects of research practice and the importance of these criteria should be full recognized by all who are engaged in survey work of any kind† (Chisnall, 1997). Reliability and validity are not completely separate terms, these terms are interconnected and in some degree they overlap with each other (Chismall, 1997). According to Sounders et al, (2007): ? Reliability refers to extend which your data collection techniques or analysis procedures will yield consistent findings? (Sounders et al. 2007). Taking as more as operational steps in research is the most common way to handle reliability problem (Yin, 1994). All the processes of research (questionnaires, interviews etc. ) conducted under control of supervisor of this research Hakan Perzon. Before conducting the interview on main respondent group, questions are tested on two representative respondents to improve structure and layout of the questionnaire. According to Sounders et al. , 2007 validity is about the reality of findings, whether the findings are actually what they seem to be.Documentation of the fieldwork when conducting qualitative research is highly important in establishing validity effectively, which allow others to examine and check the validity of the research process (Hair et al. , 2007). Hence during the interviews, all the answers and opinions of respondents will be saved in written format to be able to establish validity. Respondents are chosen among students that have prior experience in using mobile devices that enables them to have appropriate knowledge in research area, ex tra information is also provided to respondents to enlarge their idea about mobile marketing.To prevent misperception of mobile marketing and mobile advertising, respondents are also informed about this situation. Average time spend on each interview was around 50 minutes. CONCLUSIONS Based on analysis and finding, variables of content have different effect on consumer attitude. Some of the variables carry more importance than other variables and some of them have negative effect on attitude. For instance informativeness of mobile marketing perceived by both of the cases as most important factor in content of mobile marketing, whereas entertainment and credibility found to be less important than informativeness.Irritation of the content is negatively correlated to overall attitude toward mobile marketing. 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