Nursing and Theory

Speculations and models of nursing practice Dr. Sabah Abbas Ahmad College of Nursing college of Baghdad Sabah. [emailâ protected] com COMPETENCIES 1. Meanings of hypothesis, idea, model, recommendation. 2. Clarify the connections of ideas and suggestions to hypothesis 3. Examine the motivation behind hypothesis. 4. Clarify the USE OF speculations from different controls: . .5. Clarify the associated jobs of nursing work on, nursing hypothesis, and nursing research. .6. History and advancement of nursing hypothesis 7. Recognize m Common idea in nursing Theories. 8.Identify the three classes identifying with the extent of speculations. .. †Theories and models of nursing practice Introduction: Nursing hypothesis gives a viewpoint from which to characterize the what of nursing, to portray the who of nursing (who is the customer) and when nursing is required, and to distinguish the limits and objectives of nursing’s remedial exercises. Hypothesis is crucial to compelling nurs ing practice and research. The professionalization of nursing has been and is being achieved through the turn of events and utilization of nursing theory.The fundamental components that structure a nursing hypothesis are ideas and recommendations. In a hypothesis, recommendations speak to how ideas influence one another. An idea is the fundamental structure square of a hypothesis. Definitions †An idea : Is a vehicle of thought? As indicated by Chinn and Kramer (1995, p. 78), the alludes to a â€Å"complex mental plan of †¦ our Perceptions of a noticeable reality that term idea the world. † An idea names or names a wonder, can be seen through the faculties and explained.A idea helps us in defining a psychological picture about an article or circumstance. Ideas help us to name things and events in our general surroundings and help us in speaking with one another about the world. Freedom, self-care, and caring are only a couple of instances of ideas every now and again experienced in social insurance. Hypotheses are figured by connecting ideas together. - A theoretical system or Model: is a structure that joins worldwide ideas together and speaks to the brought together entire of a bigger reality.The particulars about wonders inside the worldwide entire are better clarified by hypothesis. By its tendency, an idea is a socially built mark that may speak to in excess of a solitary wonder. For instance, when you hear the word seat, a psychological picture that most likely strikes a chord is a thing of furniture utilized for sitting. The word seat could speak to a wide range of sorts of furniture for sitting, for example, a work area seat, a high seat, or an armchair . Remember that a similar idea might be utilized contrastingly in different theories.For model, one nursing hypothesis may utilize the idea of condition to mean every one of that encompasses an individual (the outer condition), while another hypothesis may utilize this idea to mean the o utside condition and all the natural and mental parts of the individual (the inside condition). †What Is a Proposition? A recommendation: (another basic component of a hypothesis) is an explanation that proposes a connection between ideas. A case of a nonnursing recommendation may be the announcement â€Å"people appear to be more joyful in the springtime. This recommendation builds up a connection between the idea of bliss and the season. A nursing propositional explanation connecting the idea of powerlessness and the idea of misfortune may be expressed as â€Å"multiple and quick misfortunes incline one to sentiments of vulnerability. † Propositional proclamations in a hypothesis speak to the theorist’s specific perspective on which ideas fit together and, in many speculations, set up how ideas influence each other. What Is a Theory? A hypothesis: is a lot of ideas and suggestions that give a systematic method to see phenomena.In the logical writing, Nursing hy pothesis is created to portray the wonder (procedure, event, or occasion) called nursing. Nursing hypothesis separates nursing from different orders and exercises that in that the reasons for portraying, clarifying, foreseeing, and controlling wanted result of nursing care rehearses. †â€Å"The motivation behind a hypothesis: in logical orders is to control research to improve the science by supporting existing information or creating new knowledge†. A hypothesis not just encourages us to sort out our musings and thoughts, yet it might likewise help direct us in what to do and when and how to do it.The utilization of the term hypothesis isn't limited to the logical world, nonetheless. It is regularly utilized in day by day life and discussion. For instance, when informing a companion concerning a secret novel you are perusing, you may have stated, â€Å"I have a hypothesis about who perpetrated the wrongdoing. † - USE OF hypotheses from different controls: notwith standing utilizing speculations explicitly developed to portray, clarify, and foresee the marvels of worry to nursing, the nursing calling has since quite a while ago utilized speculations from different orders. An order : is a field of study.Theories from natural, physical, and social sciences are regularly utilized in the act of nursing. For instance, nonnursing speculations, for example, Maslow’s Hierarchy of Basic Human Needs, Erikson’s Theory of Human Development, and Selye’s General Adaptation Syndrome have been and keep on being valuable in nursing practice. These nonnursing speculations are frequently consolidated into nursing practice together with explicit nursing hypotheses. ††Importance of nursing speculations ;in clinical work on: Nursing hypotheses give a system to thought where to look at situations.As new circumstances are experienced, this system gives a structure to association, investigation, and dynamic. What's more, nursing hypothe ses give a structure to speaking with different medical caretakers and with different individuals from the medicinal services group. Nursing hypotheses help the order of nursing in explaining convictions, qualities, and objectives, and they help to characterize the one of a kind commitment of nursing under the watchful eye of customers. At the point when the focal point of nursing’s commitment is clear, at that point more noteworthy expert self-rule and, at last, control of specific parts of training are achieved.In the broadest sense, nursing hypothesis is fundamental for the proceeded with advancement and development of the order of nursing. Since the universe of human services changes for all intents and purposes every day, nursing needs to keep on growing its information base to proactively react to changes in cultural requirements. Information for nursing practice is created through nursing research that, thus, is utilized to either test existing speculations or produce new hypotheses. Nursing Practice Nursing research Nursing hypothesis Process of information improvement. Nursing practice, hypothesis, and research are interdependent.Nursing hypothesis improvement and nursing research exercises are coordinated toward creating nursing practice norms . Medical attendants may utilize a particular nursing hypothesis to help direct their training or may pick an increasingly varied approach and embrace thoughts from a few speculations. Both of these methodologies are substantial. Besides, medical attendants may discover a few hypotheses progressively suitable for specific circumstances. All things considered, one hypothesis can be utilized with a customer in a home social insurance setting, while another hypothesis might be increasingly appropriate to a customer in an intense consideration environment.Regardless of the methodology picked, medical attendants will perceive the worth and value of nursing hypothesis as a device for compelling nursing practic e. Basic idea in nursing Theories: Four ideas regular in nursing hypothesis that impact and decide nursing practice are: 1-The individual (tolerant) 3-Health and 4-Nursing Each of these ideas is generally characterized and depicted by a nursing scholar, and in spite of the fact that these ideas are normal to all nursing speculations, both the definition and the relations among them may vary from one hypothesis to another.Of the four ideas, the most significant is that of the individual . The focal point of nursing, paying little heed to definition or Theory, is the individual. Relationship of hypothesis to nursing process: Professional medical caretakers use speculations from nursing and from the social sciences to gather, sort out, and characterize persistent information and to comprehend, break down, and decipher patients' wellbeing situations.Theoretical ideas and speculations manage all periods of the nursing procedure, including arranging, actualizing, and assessing nursing car e, while likewise portraying and disclosing wanted reactions to and results of care. The significant ideas of a picked model or hypothesis direct every one of the nursing procedure . The ideas fill in as classes to the attendant in figuring out what data is pertinent and ought to be gathered to make evaluations and to detail nursing diagnoses.The ideas likewise propose the proper sorts of nursing intercessions and patient results to be remembered for the consideration plan. Sorts of speculations: â€Å"Although hypotheses address moderately explicit and solid wonders, they shift in scope. Degree alludes to the general degree of considerable explicitness of a hypothesis and the solidness of its ideas and propositions† three unique classifications identify with the extent of speculations: excellent hypotheses, center range speculations, and smaller scale run theories.This grouping is appropriate to both nursing and nonnursing hypotheses. 1-A great hypothesis is made out of idea s speaking to worldwide and incredibly complex wonders. It is the broadest in scope, speaks to the most dynamic degree of advancement, and addresses the expansive wonders of worry inside the order. Normally, a terrific hypothesis isn't proposed to give direction to the development of explicit nursing mediations, but instead gives a general system to organizing wide, dynamic thoughts (Fawcett, 1993).An case of an excellent hypothesis is Orem’s Self-Care Deficit Theory of Nursing. 2-Middle-Range Theory : A hypothesis that tends to more concret

Sample College Essay - How to Write a Great College Essay

Sample College Essay - How to Write a Great College EssayYou have the sample of a great college essay. But, you need to know some tips on how to apply them.The best way to write a college essay is to make sure that your own views, opinions and thoughts are relevant to the topic of the essay. If your essay will be addressing issues that you really want to say, then do not think that you can just copy from the sample. You should learn what it is you want to say first and ask yourself if you have a reasonable chance of expressing those things in a reasonable amount of words.In the section where you are going to write your college essay, you are expected to put as much effort into it as possible. You will also be asked to present the best information about your area of interest. Just to make sure that your submission will be worthy, you must have a working knowledge of the subject matter.The best advice on how to write a sample essay is to not think too much. Instead, let the writer's bl ock hit you and your thoughts rush into your mind. Just think about the things that have been bothering you for the past few days or weeks and take your best shot at them.You will also find that studying about the topic of the college essay will help you prepare for the part where you are going to tell about your own opinion or views. You should look up the meaning of words and phrases related to the topic of the essay. Also, spend time in reading the previous essays by other students who have written the same essay. This will give you a better idea of how to go about it.You should also remember that the college essay is supposed to be a reflection of your own opinion and views. You will not be permitted to just copy the essay if you want to reflect your own view or opinion on the topic.The best way to prepare for writing your own college essay is to make sure that you will present your own views and opinions in a sensible manner. You will also find that studying about the topic of the essay will also help you gain some insights and knowledge about the topic that you are writing about. So, get started with your next college essay right away!

Analysis Of The Novel Saving Sourdi - 1509 Words

Why Sourdi is Never Saved?: Selective Change in Sourdi, in Saving Sourdi 2017 In Saving Sourdi, by May-Lee Chai, a major character Sourdi, the sister of the protagonist Nea, undergoes a number of changes, while certain other aspects of her character do not change. The relationship between Sourdi and Nea unquestionably also changes. Sourdi is a foil from which a reader can draw a contrast with Nea. In summary, Sourdi continues to have certain qualities perceived by Nea on the one hand, but on the other hand Sourdi does develop into an adult thinking about issues and life milestones which do not necessarily involve Nea, leaving behind Nea; all of these dynamics accentuate themes of cultural levers for immigrants, relationships and†¦show more content†¦This turn of events plays importantly into themes of immigration. While the reader is told an explanation for the black eye of Sourdi, the explanation is not really tenable, albeit it is one believed by Nea and Duke. There are also themes of immigration and culture. It is interesting that cultural responsibilities to her husband is what really separates Nea and Sourdi. Coming of age and the role men is also something. Yet again, it is the cultural instance of the man Mr. Chhay that takes Sourdi away; despite any protestations of his uncouthness Duke actually may have made for something more inclusive for Nea as he is delayed in development like Nea; symbolized by the fact Duke and Nea even held hands while present with Nea in the car. With Mr. Chhay in the life of Sourdi, there is very little role for Nea; perhaps this is why Nea hates so much that fact that he calls her ‘little sister’ (Chai, 2001). Overall Sourdi represents a choice to become that her mother became, a wife and mother. The acts of violence by Nea can be contrasted with the perceived violence involving Sourdi in the end. While Nea lashes out to protect in the beginning perceiving a threat, Sourdi seeks to protect her very attacker with an unconvincing story of baby wipes falling on her face. This assumes that despite the story told by

The Early Middle Ages And Early Medieval Period Essay

Taking a humanities course, specifically one with a focus on medieval to modern times can help you learn about what historians call the late antiquity, early middle ages, and the early modern period. These periods were all crucial in the formation of modern government, philosophy, culture as well as many other aspects and qualities of society today. The late antiquity, the early middle ages and the early modern period were all named by historians to mark significant changes in politics, culture and spirituality. The late antiquity period is said to have started after the end of the classical age and was characterized with significant changes in politics, culture and spirituality. Emperor Diocletian, in an attempt to overcome the faults and failures of the classical age, divided the empire into two empires: the Eastern Roman Empire (Byzantine Empire) and the Western Roman Empire. The transition into the late antiquity period was characterized by a sharp decline in population as a re sult of plagues, pandemics and war. Along with death comes spirituality; during this time there was a steady decline in older religions, traditions and rituals, which resulted in significant changes in spirituality. Multiple religions emerged, the most significant being Christianity, which in contrast to the religions of the classical period, provided comfort and reassurance with the beliefs of life after death. As expected, the decline in population along with new religious beliefs had anShow MoreRelatedMedieval Period in European History1575 Words   |  7 PagesIntroduction The medieval period in European history begins after the fall of the Roman Empire around 500 C.E., and continued until the early modern period beginning around 1500. 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Fashion Buying free essay sample

Introduction This assignment compares and contrasts the roles, responsibilities and issues faced by UK based retail buyers when purchasing branded versus own branded fashion goods. It draws on examples from retailers, trade press and academic sources. Fashion retailers are an important sector of the fashion industry, and are the link between fashion products and consumers. These retailers have power over the industry and are able to set trends. Over the past few years, retail own-labels have been leading the fashion industry. This has increased the power and important of the fashion buyer’s role.An understanding of the fashion environment – suppliers, wholesales, designers, marketers – is crucial for fashion buyers. Branded and Own-branded According to the American Marketing Association, the definition of a brand is: â€Å"A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. A brand may identify one item, a family of items, or all items of that seller. We will write a custom essay sample on Fashion Buying or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page † (Marketing Power, 2011) Own-labels or own-brands refer to the products/services manufactured and sold under the retailer’s brand name. These are sold exclusively at the retail organisation’s outlets. These brands are very powerful and are more commonly known than manufacturer brands. Manufacturer brands refer to products/services that are given a brand name by the company that produces it. However, this is usually not the case in the fashion industry, as many retailers source suppliers and manufacturers from low cost countries (such as, in the Far East) to manufacture the goods for them. For example, Nike does not manufacture a majority of its products. The company has switched from being a manufacturing to a marketing company that focuses on the marketing of its brand.If the buyer is purchasing own-brand goods, the brand name and the retailer will be the same. Fashion Buying Cycle A definition of the ‘fashion buying cycle’ is: ‘the key events and processes in which the fashion buyer is involved in order to buy a garment range in for a retailer or mail order company’ (Goworek, 2007:17) The main processes involved in the fashion buying cycle are outlined below, including how the processes differ for buyers of branded products and buyers of own-branded products: * Review of seasons sales – both buyer will review the seasons sales to determine the popularity of each item. This will assist in determining the most preferred fabrics, styles, etc. * Budget planning both buyers will plan a budget on the expenditure of the range. * Comparative directional shopping – both buyers will conduct comparative shopping to evaluate what the competitors are offering. They both will conduct directional shopping to gain insight on the trends and styles of the season. * Fabric sourcing – the own-branded buyer will be involved in this process.

The Particular Features Of The Employment System I Essay Example For Students

The Particular Features Of The Employment System I Essay n JapanThe Particular Features Of The Employment System In Japan One of the unique and well known features of the Japanese employmentsystem is permanent employment for workers. Japanese corporations responses torecessionary periods provide an opportunity to sort out the myths from therealities of the Japanese permanent employment system. During recessions Japanese companies forced to reduce their costsachieve reductions in several ways. First, they reduce the number of women andtemporary workers they employ. During the recession that followed the 1973 oilshocks female employment dropped by eleven percent; more then five times thedrop in male employment. It was easy to reduce female employment because womeneven if they hold permanent positions are thought of as transitory workers whowill leave the workforce when they get married. Female and temporary workers area safety valve for Japanese companies that allow them to reduce costs in theshort-term without firing permanent male workers. The second way Japanesecompanies reduce costs is by giving early retirement to senior workers at thecompany. Many of these workers forced into early retirement then take up farmingas is the custom in Japan for retires. Getting rid of senior workers is one themost effective tools companies have of reducing costs because these workers hav emore seniority and thus make more money then the average worker. Japanesecompanies also are able to cut costs during recessions by reducing oreliminating bonuses paid to workers, cutting down on hiring of new workers,eliminating the farming out of work to subcontractors, transferring workersinternally with in the company to subsidiaries, and reducing profit margins tolevels that many American companies would find intolerable. We will write a custom essay on The Particular Features Of The Employment System I specifically for you for only $16.38 $13.9/page Order now Japanese companies response to recessions shows the benefits anddisadvantages of their employment system. Some of the benefits are that loyaltyand labor relations are very good. This is due to the fact that for non-temporary male workers not yet near retirement age companies make a great effortto continue the permanent employment system even during recessions. Most youngmale workers once entering a company stay with it for their entire life and forthem Japans permanent employment system serves them well. These workers come toview their company as almost a benevolent parent; the company leads them throughfitness drills, training camps, and retreats. A workers identity is shaped notby their individual title but by the company they belong to. But, female,temporary, and senior workers wind up paying the price of this permanentemployment system. Women who want to work in a long-term position for a companylose their jobs when recession hits. And because many women who lose their jobsbecom e housewives and dont apply for unemployment insurance they become theinvisible unemployed, uncounted by labor department statistics. The permanentemployment system in Japan is only a permanent employment for non-temporary maleworkers not near retirement age, during recessions when companies are forced tocut costs mostly female, temporary, and elderly workers wind up loosing theirjobs. History

Unethical Ads Due to the Introduction of Reference Ads

Unethical Ads Due to the Introduction of Reference Ads Free Online Research Papers Introduction One of the most important contributors to the success of consumer products is advertisements and the perception that these ads create in people’s minds. People are exposed more to television ads and hence are more influenced by them. This influence is known and hence well taken advantage of by advertisers. They tend to drum a message into the consumer’s mind to manipulate their acceptance of the product. Study says that if a message is drummed into us enough, whether consciously or unconsciously, it is likely to have an effect (J.E.Gratz The Ethics of Sublimal Communication). Does this indicate that consumers remember every ad they see, or atleast the ones that have had an impact? Study also suggests that people tend to take ads personally and subconsciously rate them as good or bad on the basis of many parameters. Infact the public’s views towards advertisements are copiously negative (e.g., Bauer and Greyser 1968, Mittal 1994). Negative information is also more diagnostic than positive information, meaning the consumers put greater weight on it in their brand judgments (Ahluwalia, Burnkrant, and Unnava, 2001). This therefore says that consumers tend to remember the effect of a negative ad. On the other hand studies suggest that consumers have less retention power when it comes to advertisements. When there is time difference between two ads and the time interval in laced with other learning (other ads) then the consumer’s recollection of the first ad is inhibited (e.g., Raymond R Burke and Thomas Skrull Competitive Interference and Consumer Memory for advertising; Melton and Irwin, 1940). Is it therefore possible that the perception of an ad changes when the ad is compared with another ad, especially a ‘negative’ one? Does the introduction of a reference ad change the perception about an ad that was erstwhile perceived to be negative, into a lesser negative one, or, maybe even, positive? A reference ad can be defined as any ad in relation to which other ads are seen. (Contextual effects of reference pricing in retail advertising- Abhjit Biswas and Edward A Blair). This research has been conducted to understand the change in the perception of unethical ads because of an introduction of a reference point. A simple way of checking this is to note the initial perception of an unethical ad and then take a second rating of the same when shown against another unethical ad (determined by the ratings of the control group) and compare the two to see if there is any change. This will show very clearly that the perception about an ad changes when the reference point has been introduced. What also needs to be checked is if there is any other factor contributing to this change in perception. Factors such as gender, (Females perceptions of offensive advertising: The importance of Values, expectations and control – Timothy P Christy) etc. may influence the perception of an ad but not the change in perception. This has been taken into account by having equal representation in the sample at every level. If our hypothesis is proven right, then this study will enable ad-makers to understand how to position their ad along with those of their competitors’ or other products’, such that the perception of consumers towards their ad is more tolerant when compared with the competitor’s ad especially when the decision is based on towing the fine line between humour and vulgarity. Methodology The research started out with the selection of five unethical advertisements. They have been determined to be unethical based on a previous study conducted by Dwane Hal Dean in ‘After the Unethical Ad – A comparison of Advertiser Response Strategies’ ‘†¦There is a large body of literature on advertising ethics. Among other topics, papers have addressed the ethicality of political attack ads, the use of sexual appeals in print advertising, the use of fear appeals in advertising, lottery advertising, the use of questionable environmental claims to sell products, the use of reference prices in advertising, the uses of cookies and spamming in electronic media, advertising that targets children, advertising that stereotypes minorities and alcohol advertising that specifically targets low income minority populations.’ Hence we selected five advertisements depicting sexually explicit scenes, brand wars, over-hyping of the product, The ads also were: 1. Well known brands available in India too 2. Ads with unethical connotations; unethical per the standards defined in the research paper cited earlier 3. Brands that are relevant to our sample – youth 4. Brands that are leaders in their respective segments The sample size has been determined as follows: D =  ± 0.5, ï  ³ = 3.5, z = 1.96 (Confidence interval of 95%; Precision and reliability (acceptable confidence level) required: D =  ± 0.5) n = 190(approx) Determination of ï  ³ Estimating Variances for Rating Scales used in marketing research Source: â€Å"Sample Size Tables for Significance Tests,† Research on Research 45 (Chicago: Market Facts Inc. , undated) Number of Scale Points Typical Range of Variances 3 .67 4 1.0 5 1.8 6 2.5 7 3.5 8 4.0 9 5.0 10 6.0 The sample includes MBA students in the age group of 21 – 24 yrs Research Design This research involves testing the difference in scores when a respondent is shown the ad individually and in comparison with another. Hence we would need two groups, one experimental and one control. The research design being used is Posttest-Only Control Group Design EG: R X O1 CG: R X O2 The treatment effect is thus obtained by: TE = O1 – O2 Pretest The pretest was conducted on a sample of 50 students. Five groups of ten students were shown five ads determined unethical as per the research stated earlier. Ratings were on a semantic differential scale of 1 – 7 with 1 being Unethical and 7 being Ethical. In our differential scale, throughout the study, we have used 1 as Unethical and 7 as Ethical as this would eliminate the interviewer’s intention of wanting the scores to tend towards Unethical (if it is placed on the right side as against the general tendency to have a negative on the left side and a positive on the right). On the basis of this data the following scores were obtained: Advertisements Ratings (sum of ratings of each group) Fair and Lovely Pepsi Microsoft Levis Pepsi It is evident from this that Fair Lovely, Pepsi and Microsoft were voted as the three most unethical ads. Further study was done on the basis of these three ads. Control Group Three control groups with 20 students each were randomly selected and shown the three ads separately and asked to rate them on the semantic differential scale mentioned earlier. They were shown the ad in a closed room, with no other intervention. The ads were shown once and the respondents were asked to rate it. The mean score of the ratings given by each control group is as below: Control Group Advertisement Mean score 1. Microsoft 3.5 2. Pepsi 3.45 3. Fair Lovely 3.65 Experimental Group The experiment group consisted of 20 students each and six such experiments were conducted. Students shown two ads and their ratings for the same were noted on a single data sheet on the differential scale mentioned earlier. There was no break between the ads and the respondents did not rate each ad separately. They were specifically instructed to rate both the ads together after seeing both the ads. No other instructions were given to them. Here the first ad shown becomes the reference point for the second ad. The intent is to compare the scores of the second ad thus tested with the scores received for the same by its control group. The mean score of the new ratings thus developed is as below: Reference ad Second ad in the control group Microsoft Pepsi Fair Lovely Microsoft 4.35* 4.15 Pepsi 3.45 4 Fair Lovely 3.95 3.6 * Interpretation of score: The Microsoft ad got a mean score of 4.35 when it was shown after the Pepsi ad. The Pepsi ad is the reference point for the Microsoft ad. Analysis Our hypothesis is as follows: H0:  µ1 =  µ2 The means of both the samples (control group and experimental group) are the same. There has been no impact of the reference ad HA:  µ1 ≠   µ2 The means of both the samples are not equal. The reference ad has had an impact A simple comparison of means show the following information: Microsoft Ad: Case Processing Summary Cases Included Excluded Total N Percent N Percent N Percent cg_exp_microsoft * seen_notseen_refad_microsoft_group 60 100.0% 0 .0% 60 100.0% Report cg_exp_microsoft seen_notseen_refad_microsoft_group Mean N Std. Deviation not seen 3.50 20 1.469 seen pepsi 4.35 20 1.899 seen fair 4.35 20 1.496 Total 4.07 60 1.656 Pepsi Ad: Case Processing Summary Cases Included Excluded Total N Percent N Percent N Percent cg_exp_pepsi * seen_notseen_refad_pepsi_group 60 100.0% 0 .0% 60 100.0% Report cg_exp_pepsi seen_notseen_refad_pepsi_group Mean N Std. Deviation not seen 3.45 20 2.012 seen micro 3.45 20 1.849 seen fair 3.60 20 1.957 Total 3.50 60 1.909 Fair Lovely Ad: Case Processing Summary Cases Included Excluded Total N Percent N Percent N Percent cg_exp_fair * seen_notseen_refad_fair_group 60 100.0% 0 .0% 60 100.0% Report cg_exp_fair seen_notseen_refad_fair_group Mean N Std. Deviation not seen 3.65 20 1.981 seen pepsi 3.60 20 1.392 seen micro 3.95 20 1.731 Total 3.73 60 1.696 There is an apparent difference in the means of the scores of the control groups and the experimental groups. This could mean that the ethical perception of the ads in the minds of the consumers. However this does not prove that the change in perception has been due to the introduction of another unethical ad. There is no explanation of the relation with the reference ad. To understand this further we did an ANOVA. On conducting an ANOVA test these were the results obtained: Microsoft Ad: ANOVA cg_exp_microsoft Sum of Squares df Mean Square F Sig. Between Groups 9.633 2 4.817 1.805 .174 Within Groups 152.100 57 2.668 Total 161.733 59 Pepsi Ad: ANOVA cg_exp_pepsi Sum of Squares df Mean Square F Sig. Between Groups .300 2 .150 .040 .961 Within Groups 214.700 57 3.767 Total 215.000 59 Fair Lovely Ad: ANOVA cg_exp_fair Sum of Squares df Mean Square F Sig. Between Groups 1.433 2 .717 .243 .785 Within Groups 168.300 57 2.953 Total 169.733 59 Our significance level p is .05 and here in all the three cases, the significance is greater than p. Hence we will not reject H0 Therefore the conclusion is that there has been no impact of the reference ad on the perception of another ad. Conclusion Our study has proved that there is no relation between the perceptions of two ads on the consumer’s mind. The ethical perception of one ad does not alter the ethical perception of another ad which would have erstwhile been thought to be equally or more unethical. Our study said that Negative information is also more diagnostic than positive information, meaning the consumers put greater weight on it in their brand judgments (Ahluwalia, Burnkrant, and Unnava, 2001). Here it is apparent that an unethical ad is rated as negative by the consumer. They may even remember the ad, but the depiction of a more unethical ad does not make the former ad positive. The negative impact or perception of an ad remains. We attribute this lack of change in ethical perception of an ad even with the change in reference point to the fact that an unethical ad, no matter how slight or grave it is, is not compared to another one. Once the consumer/viewer mentally rates the ad as unethical, nothing can change his perception of the same. Hence it would be wiser for an ad-maker to refrain from offending the sentiments of his viewers, in the pretext of being humourous or different. This survey was conducted on the youth, who are generally perceived to be more tolerant or accepting towards ethical/unethical issues in ads. If their perception of an unethical ad remains unchanged by another ad then it strongly points out the fact that ethics or values that people hold dear cannot be manipulated by ad-makers or marketers. 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