Night Cause Effect Essay - 848 Words

Leslye Menjivar Morales April 9th, 2013 Merchant 2A Night Cause and Effect Essay The book called Night by Eliezer Wiesel is the true story of Wiesel’s experiences during the holocaust. Wiesel was born in the town of Sighet, Transylvania; he was a teenager when he and his family were taken from their home in 1944, and moved to the Auschwitz concentration camp. This book is Eliezer terrifying record of his memories about how Jewish people were transferred to concentration camps. Eliezer explains how the Nazis treated them like they were animals, made them work hard, and fed them little food. (the food given to them was only bread and soup). Because of the abusive treatment Eliezer witnesses and endures at the hands of the Nazis†¦show more content†¦What Wiesel witnessed in the concentration camps, caused him to lose his faith in God, Wiesel stated: â€Å"My eyes had opened and I was alone, terribly alone in a world without God, without man. Without love or mercy. Wiesel rebels against God and he does not understand why God is letting all of these horrible things happen to the Jewish. The Jews praised God first, even as all these horrible things are happeming to them. â€Å"But look atShow MoreRelatedCause And Effect Essay Sleep Deprivation1134 Words   |  5 PagesShubhanker Gaur Com 1101(09) 03/17/2016 Essay 4 Cause and Effect Essay Sleep Deprivation Cause and effect Essay Sleep deprivation Most people have at least stayed awake for the entire night once during their lifetime. This behavior is common amongst individuals enrolled in High School or pursuing University degree. One might wonder how lack of sleep for the night impact him/her. 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Judging by the amount of free time I have had in just the first semester of college, I would say that I’ve done a fair amount of procrastinating. Ordinarily, I wait until the night before an exam to start studying orRead MoreHow Is Willy Loman A Tragic Hero727 Words   |  3 Pages The tragic hero referenced throughout the essay Tragedy and a Common Man is Willy Loman from Death of a Salesman. What Arthur Miller means by tragic hero is a protagonist in a play or a different form of filmography who is a subject for tragedy in its highest sense. The essay refers to a character who is ready to lay down his life to secure his personal dignity. The next reference to this character is society the struggle to gain a rightful position. 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From her underwear to living arrangements, and everything in between, Parker resides in poverty. In her essay, she says to listen to the story of what poverty is. Then she talks aboutRead More Joan Didions Essay Los Angeles Notebook581 Words   |  3 PagesJoan Didions Essay Los Angeles Notebook   Ã‚  Ã‚  Ã‚  Ã‚  The Santa Ana winds cause people to act more violently or unruly and makes others irritable and unhappy to a great extent. Joan Didion explains to the reader about how the Santa Ana affects human behavior in her essay â€Å"Los Angeles Notebook.† Through the use of imagery, diction, and selection of detail Didion expresses her view of the Santa Ana winds.   Ã‚  Ã‚  Ã‚  Ã‚  Didion paints uneasy and somber images when describing the Santa Ana winds. â€Å"There isRead MoreJust Walk On By, By Brent Staples1014 Words   |  5 Pageswalks alone in the dark you could be a mugger, rapist, or even worse. 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Improving Patient Safety Using The Sterile Cockpit...

Fore, A., Sculli, G., Albee, D., Neily, J. (2013). Improving patient safety using the sterile cockpit principle during medication administration: a collaborative, unit based project. Journal of Nursing Management, 21(1), 106-111. This research project utilized a quantitative descriptive approach that explored a sterile cockpit principle in efforts to decrease WIs during medication preparation and administration. The author’s provide cited reviews of prior studies that concluded that WIs are significantly associated with medication errors, delays in patient treatments, as well as loss of focus and concentration for the nurses. Furthermore, the researchers were able to forego the approval of institutional review board at a Mid-Atlantic VA Healthcare System as this project was Government work and considered a quality improvement project. Researchers found that interruptions and distractions were initiated a majority of the time from fellow nurses and other hospital staff membe rs. This programme applied crew source management (CRM) concepts to nursing care focusing on educating the staff in teamwork, communication through leadership, self-advocacy, situational awareness, clinical decision making and the implementation of briefings, checklists and distraction management techniques (Fore, Sculli, Albee Neily, 2013). This was a credible source as it met all requirements outlined in Janet Houser’s book, Evidence Nursing Research: Reading, Using, and Creating (2008) and theShow MoreRelatedDeveloping Management Skills404131 Words   |  1617 Pagesmymanagementlab is an online assessment and preparation solution for courses in Principles of Management, Human Resources, Strategy, and Organizational Behavior that helps you actively study and prepare material for class. Chapter-by-chapter activities, including built-in pretests and posttests, focus on what you need to learn and to review in order to succeed. Visit www.mymanagementlab.com to learn more. DEVELOPING MANAGEMENT SKILLS EIGHTH EDITION David A. Whetten BRIGHAM YOUNG UNIVERSITY Read MoreProject Managment Case Studies214937 Words   |  860 PagesPROJECT MANAGEMENT CASE STUDIES, SECOND EDITION - PROJECT MANAGEMENT CASE STUDIES, SECOND EDITION HAROLD KERZNER, Ph.D. Division of Business Administration Baldwin-Wallace College Berea, Ohio John Wiley Sons, Inc. This book is printed on acid-free paper. @ Copyright O 2006 by John Wiley Sons, Inc. All rights reserved. Published by John Wiley Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in

Values Attitude and Lifestyle Free Essays

Vals – Values attitude and lifestyle December 18, 2011 by Hitesh Bhasin Vals which is also known as values attitude and lifestyle is one of the primary ways to perform psychographic segmentation. All three terms are intangible in nature and therefore give an idea of the inert nature of the consumer. If you know what your consumer is thinking, you would know what kind of promotions or communications will attract him most. We will write a custom essay sample on Values Attitude and Lifestyle or any similar topic only for you Order Now And how do you know what the consumer is thinking? By determining his vals –   Values, attitudes and lifestyle. VALS is different for different people. Lets take income as an example. If you are a person with high income your lifestyle would probably include habits of the SEC A class such as dining out of home frequently and that too in top class restaurants, wearing only branded clothes and buying the best cars out there. Whereas if you are a middle class income group consumer, you would be more wary of spending money and would rather concentrate on savings. So now how does VALS affect a marketer? Lets say you were a banker. What would you sell someone who had a high income lifestyle? You would sell them investment options and would also dedicate a relationship manager to take care of their needs. In fact, the bankers also have a term for high income individuals known as HNI –   high networth individuals. But, if your lifestyle was that of a low income customer, you are more likely to be targeted for savings History of the term VALS  Ã¢â‚¬â€œÃ‚   VALS is actually a proprietary term of SRI international. The term was developed by Social scientist and futurist Arnold mitchell. Arnold mitchell actually developed the vals framework to determine different classes of people who had varying values, attitudes and lifestyle. These people were determined by the resources they had at their disposal as well as the amount of primary innovation they could accept or create. Thus the people with low resources were low on innovation and the ones with higher resources were higher in innovation. This formed the basis of the VALS framework. The VALS framework Image source – SRI International As mentioned in the history of VALS, The VALS framework was developed keeping a consumers resources as well as his capacity to accept innovation in mind. The X axis consisted of primary motivation (explained below)  and the Y axis consisted of resources such as income, education, confidence etc. Thus these two factors were determined to be critical to define the values attitude and lifestyle of any consumer. Resources –   Included resources available to an individual such as income, education, intelligence, emotional support, etc. Primary motivation –   Which determined what actually drives the individual. Is it knowledge, the desire to achieve something or is it to be social. After researching above 1500   consumers, Arnold mitchell actually divided consumers into 9 different types based on the amount of resources they had as well as their capacity for primary motivation. These classes of consumers based on their VALS were. Innovators –   The class of consumer at the top of the vals framework. They are characterized by High income and high resource individuals for whom independence is very important. They have their own individual taste in things and are motivated in achieving the finer things in life. Thinkers –   A well educated professional is an excellent example of Thinkers in the vals framework. These are the people who have high resources and are motivated by their knowledge. These are the rational decision making consumers and are well informed about their surroundings. These consumers are likely to accept any social change  because of their knowledge level. Believers –   The subtle difference between thinkers and believers is that thinkers make their own decisions whereas believers are more social in nature and hence also believe other consumers. They are characterized by lower resources and are less likely to accept innovation on their own. They are the best class of word of mouth consumers. Achievers –   The achievers are mainly motivated by –   guess what  Ã¢â‚¬â€œÃ‚   Achievements. These individuals want to excel at their job as well in their family. Thus they are more likely to purchase a brand which has shown its success over time. The achievers are said to be high resource consumers but at the same time, if any brand is rising, they are more likely to adopt that brand faster. Strivers –   Low resource consumer group which wants to reach some achievement are known as strivers. These customers do not have the resources to be an achiever. But as they have values similar to an achiever, they fall under the striver category. If a striver can gain the necessary resources such as a high income or social status then he can move on to becoming an achiever. Experiencers –   The group of consumers who have high resources but also need a mode of self expression are known as Experiencers. Mostly characterized by young adults,  it consists of people who want to experience being different. This class of consumers is filled up with early adopters who spend heavily on food, clothing and other youthful products and services. Makers –   These are consumers who also want self expression but they are limited by the number of resources they have. Thus they would be more focused towards building a better family rather than going out and actually spending higher amount of money. Making themselves into better individuals and families becomes a form of self expression for the Makers. Survivors –  Ã‚  The class of consumers in the Vals framework with the least resources and therefore the least likely to adopt any innovation. As they are not likely to  change their course of action regularly, they form into brand loyal customers. An example can include old age pension earners living alone  for whom the basic necessities  are important and they are least likely to concentrate on anything else. Thus the vals framework  can be used primarily to classify consumers based on their values, attitudes and lifestyle. Once the classification has been done, you know which types of customers you want to target. Depending on your target customers vals, you can make up your marketing strategy and your promotional message such that it hits your audience at the right spot. How to cite Values Attitude and Lifestyle, Papers

Australian Taxation Law and Cases

Question: Discuss about the Australian Taxation Law and Cases. Answer: Introduction An assessable income is the amount of money that is supposes to undergo taxation, provided that the income earned surpasses an individuals tax free threshold (Australia 2011). The subject income can be inform of the following; salary and wages, dividends, income from bank accounts and other income from other income investment. Main Core of the answer to the first part of the question In giving advice to Stephanie, Ronald and Rogan advertising on the assessable income that they own for the tax year 2015/16, it is vital to first determine the amount of income that is entailed to every player. For the tax year in context, Stephanie is mentioned to have accumulated the following income; a salary of $ 80,000 annually from her advertising company known as Rogan Advertising. Rogan Advertising Company is a Propriety Limited Company that was set up by Stephanie courtesy of the suggestion of Greater Union who intended to make use of her contracting services and offer her works and projects that were viewed by Greater Union as being of smaller nature. Stephanie is also entitled to the distribution of unfranked dividend on the income of Rogan Advertising Company. On the side of Ronald, for the same year, he is also supposed to be given similar income to that of Stephanie annually from Rogan Advertising Company. He is equally assured of the companys dividend since he is a shareholder holding an equivalent share as Stephanie of 1. The two individuals who have been documented as couples are also assured of a joint earning of $ 450 on their leased house while in Brazil. All these money for the year in question is to be paid or deposited in their Australian joint bank account. Finally, for the tax year 2015/16, Rogan Advertisement Companys income is dependent on the money made in its advertising services like the one offered to them by Greater Union for the year on discussion . According to the Income Tax Assessment Act of 1936, there are provisions and guidelines that are provided to govern the assessable income. The provision outlines that the income is liable for individual calculation. With this withstanding, I would go ahead to advice both Stephanie and Ronald to maintain their joint account in order to reduce their taxation rate. Should they maintain their own individual bank account, the taxation rate would be higher as opposed to if they share the account in order to reduce the assessable income value on them. The second advice that I would to give Stephanie and Ronald on their assessable income according to the constitutional provisions of the Corporate Act that guides the aspect of assessable income is for them to treat the income that they are earning from their leased house as a domestic or a private asset. Some scholars usually refer to such treatments as treatments of a second limb. The main reason why I would advise them to do that is for them to exempt the amount of money that they will be earning from the leased house from taxation. In the calculation of assessable income, there is usually the inclusion of taxation. For example; the workable formula that is used in calculation is; assessable income= taxable income + allowable deductions. Therefore taxable income plays a major role in the calculation in context. Ones an asset is treated as a domestic or private one, its nature changes. Remember, both Stephanie and Ronald never planned to pay a visit to Brazil until when their company was offered by Greater Union Advertising Propriety Limited the opportunity to make a series of advertisements in the lead up to the 2016 Olympic Games that was going to be held in Brazil. It is with this argument that I feel the $ 450 a week paid for the house rent is to be excluded from their assessable income and treated as a private bonus. On the part of Rogan Advertising Company, I would advice that its assessable income be calculated for the year as a small propriety limited company. This will give a consideration to it and the assessable income that will be attached to it will be less compared to other propriety limited company in accordance with Income Tax Assessment Act of 2001. Advice to Stephanie, Ronald and Rogan Advertising Company of their assessable income for the tax year 2016/17 Just like part one of this task where we analyzed the advice I would offer to the same people for the tax year of 2015/16, we will look at the individual earnings for every individual or player. For that particular tax year, Stephanie is mentioned to be in Brazil and while in Brazil, she is offered a lecture job in Monash University where she would deliver a number of lectures over a period of between 2 to 6 weeks periods at the Federal University Rio, in Rio de Janeiro. This lecture is mainly to be given to the students who are pursuing a management degree program provided by the university in question. The amount of money she earns from the lecture is mentioned as $ 24,000 which is supposed to be deposited back in her Australian bank account. Even though she is in Brazil, she is still entitled to the $ 80,000 annual pay from Rogan Advertising Company. Ronald who on this particular tax year was also in Brazil is also entitled to the annual $ 80,000 from Rogan Advertising Company. Being that this money is received annually; the two individuals are likely to access the money in the subsequent years. That is why it has to be included in the calculation of assessable income for the income year in question. Since the house of both Stephanie is also still leased for the tax year in context, they are also entitled to the $ 450 paid for their house per week and the money is deposited in their joint Australian account (Cunningham, Thompston Rogders 2007). Finally, the Assessable income of Rogan Advertising Company for the tax year in discussion is pegged to the amount of money that is paid for the advertising services it is offering to Greater Union Propriety Limited Company. With the explained details, what is clear is that the sources of assessable income in the tax year 2016/17 are the same for Ronald and Rogan Advertising Company as that of the 2015/16 tax year. It is only in the case of Stephanie where there is an additional source of income, which is the money she is earning from the lecture services she is going to offer in Monash University in Rio de Janeiro in Brazil. The advice that I would give with regards to the assessable income of both Stephanie and Ronald is in line with the Australian tax law. The Australian tax law has got provisions that cover taxation of a worldwide view. Being that Stephanie was earning from the lecture which she was giving in Monash University in Brazil and the tax paid to her account, the Australian tax authority is at liberty to apply Australian law to include all her incomes in Australia and calculate her assessable income. My advice would be for Stephanie again to refer to the Income Tax Assessment Act of 1936 and treat her earnings from Monash University as a second limb. Once the money earned in Brazil is treated as a domestic or private earning, what will be liable for assessable calculation are her annual earnings from the Rogan Advertising Company. This advice will enable the calculation of her assessable income to be based only on the already mentioned $ 80,000 as annual salary and the unfranked dividend off ered by the company. Nevertheless, the calculation of Ronalds assessable income would remain constant except in the case of the amount of money earned per week from the leased house. With reference to the Income Tax Assessment Act of 1997, the earning received by Ronald are likely to be captured in his the subject income calculation. The other advice that I may offer to both Stephanie and Ronald to maintain their joint bank account because this will act in their favor as far as the incomein question is in context. Apart from the already discussed advice, I would also offer an advice to them with regards to the $ 450 paid for their leased house. Just as mentioned in the previous paragraphs in the first part of the question, the two couples can apply the same view they gave to the money paid for the 2015/16 tax year. 2016/17 tax year found them still in Brazil, a journey that was not in their daily plan but because of the nature of their operations. It is possible for them to treat their leased house as a private asset or a domestic one. This will exempt it from taxation and therefore will not be included in the calculation of assessable income but rather as bonus. Remember as discussed previously, the formula for calculating assessable income= taxable income + deductions. For them to avoid this, then they have to mention the house a second limb. Conclusion In conclusion the calculation of assessable income is a very wide area that includes inclusion of taxes and deductions provided the total earnings of the individual surpass the tax free threshold. The advice given to Stephanie, Ronald and Rogan Limited Company will therefore ensure that the calculation is done in the favor of the parties in context. Bibliography AUSTRALIA. (2011).( Australian superannuation legislation 2011.) Sydney, NSW, CCH Australia. Australian income tax legislation (2011). North Ryde, N.S.W., CCH Australia. Australian Taxation Office. (2009). Guide to new legislation: Taxation Laws Amendment Act (No. 4) 1992 (Act no. 191 of 1992). Canberra, Australian Govt. Pub. Service. CCH Australia Limited Monash University. (2008). Journal of Australian taxation. North Ryde, N.S.W., CCH Australia [and] Monash University, Faculty of Business and Economics, Dept. of Business Law and Taxation. Cunningham, H. A., Thompston, M. I., Rogders, J. (2007). Cunningham Thompson's taxation laws of New Zealand. Wellington [N.Z.], Butterworths. Krever, R. E. (2014). Australian taxation law cases 2014: a guide to the leading cases for commerce and law students. Nethercott, L., Richardson, G. A., Devos, K. (2011). Australian taxation study manual: questions and suggested solutions. North Ryde, N.S.W., CCH Australia. Woellner, R. . B., Stephen Murphy, Shirley et al. (2016). Australian taxation law 2016. [Place of publication not identified], Oxford University Press. Woellner, R. H. (2012). Australian taxation law 2012. North Ryde [N.S.W.], CCH Australia. Woellner, R. H. (2007). Australian taxation law 2008. Sydney, NSW, CCH Australia. Woellner, R. H., Barkoczy, S., Murphy, S., Evans, C., Pinto, D. (2015). Australian taxation law select: legislation commentary. Woellner, R. H., Vella, T. J., Burns, L. (1993). Australian taxation law. North Ryde, N.S.W., CCH Australia.

Window of Vulnerability Calculation Essay Example

Window of Vulnerability Calculation Paper CALCULATE THE WINDOW OF VULNERABILITY A security breach has been identified within a small Microsoft workgroup LAN. The workgroup consists of three primary workgroups which contain group membership lists of users within the Active Directory infrastructure that currently exists on the SMB Server that is located within the confines of the LAN structure. The security breach, which is defined as any event that results in a violation of any of the CIA (confidentiality, integrity, availability) security principles, was caused by the SMB server being accessed by an unauthorized user due to a security hole that was detected by the server software manufacturer the previous day. The security patch will not be available until possible as long as three days, but hopefully within that timeframe. In addition, the LAN administrator needs at least one week (minimum) to download, test, and install the patch. To calculate the Window of Vulnerability (WoV) for this security breach, the following timeline will be used as a guideline to determine the basis for calculation: However, first it is important to understand the variables considered in this timeline formula. The WoV is the period within which defensive measures are reduced, compromised, or lacking. The WoV covers a timeline from the moment a vulnerability is discovered and identified by the vendor. We will write a custom essay sample on Window of Vulnerability Calculation specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Window of Vulnerability Calculation specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Window of Vulnerability Calculation specifically for you FOR ONLY $16.38 $13.9/page Hire Writer It also includes the time taken to create, publish, and finally apply a fix to the vulnerability. It is also important to explore the device(s) that were targeted by the attack. In this instance, being the SMB server within the LAN. The SMB server utilizes an application layer network protocol, which can run atop the session layer. It provides shared access to files, printers, serial ports, and network nodes (workstations, laptops, desktops, etc. ) and provides a client/server relationship throughout the network. This means that every domain layer of the IT Infrastructure can possibly be affected at some level by this security breach that has occurred, which must be considered in the timeframe analysis of the WoV as well. In addition, it is important to consider exactly how this security breach occurred, when determining counter-measures to contain and reduce the likelihood of any such occurrences from happening again. However, these factors are not actually part of the timeline for calculating the WoV, but should be addressed when understanding the WoV. The security hole that was detected by the server software manu-facturer the previous day gave the unauthorized user a window of opportunity/vulnerability by discovering the backdoor (security hole) to access resources and bypass existing security controls, password encryption, and access controls that were put in place to protect the IT infrastructure. It is possible that a utility such as netcat was used or a rootkit or some type of Trojan horse backdoor software or device. Calculation of Window of Vulnerability: Factors to consider in the timeline: * 1 Day Ago = Security Hole Detected by Manufacturer * 3 Days = A patch will be Available 1 Week = Minimum time for LAN admin to download/test/install patch Therefore, Day 0 = 09/28/12; + 3 days = 10/01/12; + 7 days = 10/08/12 (min) *[+ 2 days extra for any potential problems] 10/10/12 = Day n . This can be depicted in the following graphical display: Day n = a total of 13 days have elapsed from Day 0 . In conclusion, the WoV would be 1 3 days based on this timeframe. *You could conceivably calculate the WoV to be 11 days without including the additional 2 days I figured in for margin of error/potential problems. However, it is best to always calculate on a worst-case scenario basis when calculating the Window of Vulnerability

Free Essays on Descartes Mesditations

Descarte’s Meditations View of Mind-Body Relationship West,D Philosophy 101 Rousch, K. Descarte’s overall objective in the Meditations is to question knowledge. To explore such issues as the existence of God and the separation of mind and body, it was important for him to distinguish what we can know as truth. He believed that reason as opposed to experience was the source for discovering what is of absolute certainty. The first meditation acts as a foundation for all those that follow. Here Descartes discerns between mere opinion and strict absolute certainty. To make this consideration he establishes that he must first "attack those principles which supported everything I once believed "(Descartes, Renà ©," Microsoft ® Encarta ® Online Encyclopedia 2003 http://encarta.msn.com  © 1997-2003 Microsoft Corporation. All Rights Reserved). He first examines those beliefs that require our senses. He questions whether our senses are true indicators of what they represent. By inspecting our sometimes-firm belief in the reality of dreams, he comes to the conclusio n that our senses are prone to error and thereby cannot reliably distinguish between certainty and falsity. To examine those ideas that have "objective reality," Descartes makes the improbable hypothesis of "an evil genius, as clever and deceitful as he is powerful, who has directed his entire effort to misleading me." By proposing this solution he is able to suspend his judgment and maintain that all his former beliefs are false. By using doubt as his tool, Descartes is now ready to build his following proofs with certainty. In Meditation two, Descartes embarks on his journey of truth. Attempting to affirm the idea that God must exist as a fabricator for his ideas, he stumbles on his first validity: the notion that he exists. He ascertains that if he can both persuade himself of something, and likewise be deceived... Free Essays on Descarte's Mesditations Free Essays on Descarte's Mesditations Descarte’s Meditations View of Mind-Body Relationship West,D Philosophy 101 Rousch, K. Descarte’s overall objective in the Meditations is to question knowledge. To explore such issues as the existence of God and the separation of mind and body, it was important for him to distinguish what we can know as truth. He believed that reason as opposed to experience was the source for discovering what is of absolute certainty. The first meditation acts as a foundation for all those that follow. Here Descartes discerns between mere opinion and strict absolute certainty. To make this consideration he establishes that he must first "attack those principles which supported everything I once believed "(Descartes, Renà ©," Microsoft ® Encarta ® Online Encyclopedia 2003 http://encarta.msn.com  © 1997-2003 Microsoft Corporation. All Rights Reserved). He first examines those beliefs that require our senses. He questions whether our senses are true indicators of what they represent. By inspecting our sometimes-firm belief in the reality of dreams, he comes to the conclusio n that our senses are prone to error and thereby cannot reliably distinguish between certainty and falsity. To examine those ideas that have "objective reality," Descartes makes the improbable hypothesis of "an evil genius, as clever and deceitful as he is powerful, who has directed his entire effort to misleading me." By proposing this solution he is able to suspend his judgment and maintain that all his former beliefs are false. By using doubt as his tool, Descartes is now ready to build his following proofs with certainty. In Meditation two, Descartes embarks on his journey of truth. Attempting to affirm the idea that God must exist as a fabricator for his ideas, he stumbles on his first validity: the notion that he exists. He ascertains that if he can both persuade himself of something, and likewise be deceived...

Consumer Behavior Research Paper Example | Topics and Well Written Essays - 1000 words

Consumer Behavior - Research Paper Example This can be seen in the way that films and cinema in general are advertised to induce consumers or groups of consumers to listen to specific points of view about the films, while blocking out other views (Walters 19). This paper seeks to focus on three theories of the media’s effect on consumer behavior. These are two step flow theory, hypodermic needle theory, and cultivation theory. These theories will be considered alongside how they affect cinemagoers. The hypodermic needle theory is also referred to as the magic bullet theory. This theoretical model implies that mass media portends a powerful, immediate, and direct effect on audiences (East et al 121). This was especially so in the 40s and 50s, during which cinema attendances were at their peak, and several factors contributed to the media’s strong effects during this period. First, television and radio saw a fast rise and increased popularity among consumers. In addition, the persuasion industry, which consists of propaganda and advertising, also saw an increase in use. This theory contends that it is possible for mass media to influence a large and diverse group in society through uniformly â€Å"injecting† them with specific and appropriate messages to trigger the response they desire (East et al 122). In the cinema industry, this theory suggests a direct and powerful informational flow between the sender and the receiver. It graphically suggests whatever message the cinema company sends out is the bullet that is fired from the media that takes the place of a gun into the mind of the consumer (East et al 122). The hypodermic needle analogy is used to show how the messages from the media are directly injected into a passive consumer base, whose opinions are immediately influenced by the implied message. In this case, the media communicates an idea about a film that is consumed by the audience who have no power to resist message’s impact (East et al 122). This theory was especi ally relevant during the 40s and 50s when film critics did not yet have a way to get their opinions out to the public efficiently. However, with the advent of the internet, this theory does not have as much effect on studying film consumer behavior because the audience has a way to validate the message they are getting from the media (East et al 123). However, in this model, the cinema-goers have no way to escape the message’s effects, which means that the message the cinema company puts across about their film will be taken as the truth. The audience is passive and has a lot of information â€Å"injected† into them. This gets to the point that they end up believing what they are told about a specific film because they do not have another information source from which to get information. However, this theory has seen less impact with the emergence of film critics and their role as opinion leaders. The two-step flow theory states that media indirectly affects consumers through the influence of opinion leaders. Most people, including cinemagoers, are influenced second-hand by media via opinion leaders and their personal influence. This theoretical model contends that opinion leaders in the media affect the manner in which consumers will form their behavior (Weimann 98). These opinion leaders are first exposed to media content, which they then interpret according to their personal opinion. These opinions then infiltrate the general public consumers