Analysing Person Centred Planning Social Work Essay Example

Analysing Person Centred Planning Social Work Essay Example Analysing Person Centred Planning Social Work Essay Analysing Person Centred Planning Social Work Essay The articles used in this annotated bibliography focal point on person-centred planning and they explain the stairss involved in inventing the program and guaranting that it is carried out. It describes all of the important subjects necessary to a program ; a few illustrations are volitions and estate planning, the Henson Trust and individualized support. The articles focus on the fact that people with developmental disablements should hold the same rights and same picks as the remainder of the population and be a causal member of their community and society as a whole. Person-centred planning topographic points complete control of the planning procedure and on the individual with the disablement. However, it offers aid and pertinent information to the individual, so that he or she is able to do informed determinations independently. Individualized Support: Vision, Rights and Principles. ( 1997, June 8,9 ) . Retrieved January 18, 2011, from Individualized Funding Information Resources: hypertext transfer protocol: //members.shaw.ca/ bsalisbury/IF % 20 % 20Visions, % 20 Rights % 20 amp ; % 20Princi ples.htm This article represents and defines the end of individualised support ( IF ) . It inspires people who need support to go dynamic and full participators of society, to holding single entree to the services elected by them. This empowers them to populate independent lives, as set out by the individualised support. Individualized support offers resources which individuals consider important in order to lend as a citizen of society. Individualized support is collectible entirely to the person who needs support or trusted representative and focuses on the demands of the individual. IF is besides movable in and across regional boundary lines, ministries and sections of government.Advantages of IF are that it is non based on privilege or appraisal, nor does it modulate funding bounds by categorizations or classs. Individualized support is besides concentrated on the financess an single demands for community life. However, the demands do include wellbeing, safety, mobility and citizenship. T his article is highly encouraging to people who need support, as it delivers the message of community populating through picks, and strives to develop a community, which is inclusive of all people. Planning Tools and Techniques. ( 2003 ) . Retrieved January 21, 2010, from The Particular Needs Planing Group: hypertext transfer protocol: //www.specialneedsplanning.ca/tools.html # # H The Henson Trust originated in Guelph, Ontario in the early 1980aa‚Â ¬a„?s by a adult male named Leonard Henson who had a girl with a developmental disablement. It is besides referred to as Absolute Trust and Discretionary Trust. This article covers the account and the history of the Henson Trust. It was begun so that people with developmental disablements could retain their assets every bit good as continuing their ODSP benefits when they become the donee of a will. Keeping their assets allows more fiscal freedom to take where and how they would wish to populate. The article does non mention to whether or non the Henson Trust is limited to the parents of a individual with a disablement. However, it does offer an unreplaceable description of the Henson Trust and the narrative of how it became. Through doggedness and love for his girl, one adult male created the Henson Trust, which today benefits all people with disablements by continuing their right to maintain their ass ets while having ODSP benefits. Volitions for people with an rational disablement. ( 2004, September ) . Retrieved February 13, 2011, from Intellectual Disability Rights Service: hypertext transfer protocol: //www.idrs.org.au /pubs/for-pwid.html This article contains information on volitions, and the fact that everyone has the right to take if they want one, including people with an rational disablement. There are a batch of picks and determinations to be made when an single desires a will. The article addresses all people, and contains extra information for individuals with an rational disablement who would wish a will. The article describes the stairss that lead to the authorship of a will, explains extra stairss, which a individual with an rational disablement needs to take, such as holding a formal appraisal of capacity performed on them, to diminish the possibility of the will being contested once the will shaper is deceased. A formal appraisal of capacity would turn out that the will shaper to the full understood what he or she was making at the clip the will was drawn up and signed. Due to the copiousness of information merely mentioned, I do non experience as though this article is losing any pertinent information si ng volitions and estate picks. Daegher, L. ( 2007 ) . Planing for the Future: Peoples with a disablement. Retrieved January 20, 2011, from Department of Families, Community Services and Autochthonal Personal businesss: hypertext transfer protocol: //www.fahcsia.gov.au /sa/carers/pubs/Documents/ PeopleWithDisability /Planning_for_the_Future.pdf This article contains priceless instruction on Future Planning for a people with developmental disablements. While be aftering for a household member with a developmental disabilitysaa‚Â ¬a„? hereafter, it is imperative to recognize the aspirations and dreams of the individual, along with the hopes of the household in this affair. This helps to make a position of how her or his hereafter may be, and develop a strategy to transport it out. Locating information to back up them in doing picks may be restricted to attorneies and fiscal contrivers, who lack experience and cognition in future planning for a individual with a developmental disablement. The planning should be inclusive of all the household membersaa‚Â ¬a„? demands, soon and in the hereafter, while remaining focused on the demands of the person with the developmental disablement, and including and valuing their penetration and sentiments. The article is really enlightening and offers a batch of advic e and freedom of pick to the individual with the disablement every bit good as his or her household. OBrien, J. , A ; Pearpoint, J. ( 1946 ) . Person Centered Planing With Maps and Path: A Workbook for Facilitators. Toronto: Inclusion Press. This article explains what maps and waies are and how they relate to individual centred planning. Maps and Paths are a agencies of recovering lost dreams and supplying hope and picks by conveying people together to envision and act upon holding meaningful and productive hereafters. Maps and Paths is religious, which is why it can non be bureaucratized, and is used to assist all individuals. Person centred planning requires facilitators to unfeignedly listen to persons hopes and frights. Maps and Paths topographic points control on the person, every bit long as it is ethical. The article is simple to understand really descriptive of what Maps and Paths is, when we use it, ( an illustration is when we experience challenges in life and necessitate support ) , and the fact that it has more than one definition to it. It focuses on the facilitators sharing power with people instead than seeking to exhibit power over them. Maps and Paths vision addresses the persons. Byrnes, F. ( 2011 ) . Doctrine of Developmental Disabilities Services. Retrieved February 11, 2011, from Article Doctor Health and Fitness Articles: hypertext transfer protocol: //www.articledoctor.com/ developmental-disabilities/philosophy-of- developmental -disabilities-services-1679 This article portrays Competence and the importance of it in respects to individuals with developmental disablements. Developmental disablements services follow a certain point of view, which helps an affected individual to populate a better life. Broadly speech production, the attitude of Developmental disablements services is by and large changeless with a set of regulating rules and the guiding rules of service. Among the regulating rules of most such services is one, which says that individuals with developmental disablements will be able to pass on to their households, friends and communities harmonizing to their pick. Affected individuals should be every bit independent as possible and be in a place to modulate the class of their ain lives. Peoples with developmental disablements must be provided the opportunity to do picks in life that do non sabotage their wellness and safety, and such picks must ever be valued and respected. These first rules form the footing of doctrine of most development disablements services. The guiding rules that are followed for functioning affected individuals besides play a cardinal function in finding the doctrine of developmental disablements services. Individualization high spots on an affected individual s self-pride, which can be developed by safeguarding regard, by doing them lend expressively to their life and community environment. The basic doctrine followed by Developmental disablements services besides includes the following thoughts that people with developmental disablements must hold the same rights, privileges, chances and duties as other members of the community. A Person Centered Organization. ( n.d. ) . Retrieved February 12, 2011, from Compass Coordination Inc. : hypertext transfer protocol: //www.compasstn.org /index.html This narrative of leading is about Compass Coordination Inc. Their person-centered enterprise is an international attempt to back up organisations in holding better results for the people they support. Through part in the creativeness, organisations learn how to use individual centered believing accomplishments to the lives of people supported and in the patterns of the organisation, utilizing managers groups and leading groups to sort barriers and facilitate alterations within system. Compass participates in the enterprise in a figure of ways. Compass is working with stakeholders and within organisations to plan and implement patterns that grip person-centered thought and planning and pattern across the service bringing system. Members of their leading squad are working with other leaders to go adept at utilizing person-centered tools. Since their origin, Compass has held certain person-centered patterns as cardinal to our nucleus values. Mount, B. ( 2011 ) . What is a Circle of Support. Retrieved February 26, 2011, from Child- Autism-Parent-Cafe: hypertext transfer protocol: //www.child-autism-parent -cafe.com/circle.html This article contains specific information on what a Circle of Support is. A circle of support is a group of people interested in acquiring together to help a focal individual enhance and spread out his or her life by assisting to make cardinal personal ends. Persons with restrictions have traditionally been excluded from meaningful relationships and experiences in the community that encompasses them. However, everyone learns and expands their universes through household, friends and experiences. Circle members provide new and originative trails and webs to increasing experiences in the community, like suited and stable employment, a safe and healthy topographic point to populate, transit, diversion and exercising and chances to pass on with a caring individual, etc. The point to retrieve is that individuals with developmental disablements miss out on the simple day-to-day human contacts and pleasance we all enjoy. See the followers to assist choose members for our persons: Think abo ut all the people involved in their life and who are the people that are closest, these are the people you should ask for to the planning meeting. Each member determines his or her ain involvement and committedness. What is SIS. ( 2011 ) . Retrieved February 16, 2011, from American Association On Intellectual and Developmental Disibilities: hypertext transfer protocol: //www.siswebsite.org /cs/product_info This article defines the Supports Intensity Scale and degrees of support for persons with a developmental disablement. The Supports Intensity Scale is a computation tool that evaluates practical support demands of a individual with an rational disablement. Available in print and electronic formats, SIS contains of an interview and profile signifier that tests support demands in multiple countries. SIS is wide-ranging and employs the consumer in a positive interview procedure. The appraisal is done through an interview with the person, and those who know the individual good. SIS measures support demands in the countries of place life, community life, womb-to-tomb acquisition, employment, wellness and safety, societal activities, and protection and protagonism. The Scale ranks each activity harmonizing to frequence. Traditionally, a individual s degree of developmental disablement has been measured by the accomplishments the single deficiencies. SIS shifts the focal point from deficien cies to demands. The Scale assesses practical supports people with developmental disablements need to take independent lives. The SIS should be administered by a professional in the human services field. An overview of the Passport Initiative. ( 2008 ) . Retrieved February 13, 2011, from Developmental Services Toronto: hypertext transfer protocol: //www.dsto.com/upload /Passport_Initiative_brochure.pdf This article promotes the Passport to Community Living. Passport to Community Living is funded by the Ministry of Community and Social Services to back up grownups who have a developmental disablement, who have left school, and necessitate supports to partake in community activities. Through this enterprise, the participants who are accepted for support can buy services and supports that will enable their community engagement harmonizing to their involvements and strong points. Participants can take to do their ain commissariats to buy supports and/or to entree services through community-based bureaus. The passport enterprise is designed for grownups who have a developmental disablement, have left school, and necessitate supports to take part in their communities. Salzer, M. , A ; Baron, R. C. ( 2006, November ) . Promoting Community Integration: Increasing the Presence and Participation of Peoples with Psychiatric and Developmental Disabilities in Community Life. Retrieved January 28, 2011, from UPENN Collaborative on Community Integration: hypertext transfer protocol: //tucollaborative.org/pdfs/ Toolkits_Monographs_Guidebooks /community_inclu sion/Increa sing_the_Presence_and_Participation _of_People_with_Psychiatric_Disabilities.pdf This article is brooding of the importance of Community Presence and Participation. To assist people with disablements play a more robust function in the civic life of their communities, plans could supply educational scheduling to clients to familiarise them with local, and regional, issues. Forums in which political campaigners or civic groups could discourse both sides of controversial issues. Particularly those in which groups of clients may hold a particular involvement. Create and utilize practice voting booths before local and national elections to assist familiarise clients with the processs of voting Besides to spur their involvement in take parting in the election procedure. Support clients as they volunteer in civic groups that address public issues, assisting clients to find their personal involvements and fiting clients to local involvement and protagonism groups in the community. Education is to assist people DD jobs resume and complete their instructions and to better fix them for better-paid employment, plans could. Work with local schools, community colleges, and universities to develop academic plans that provide supports people may necessitate successfully using to and finishing enfranchisement and/or degree plans. Develop educational ushers for consumers that both promote them to go on their instructions and supply them with helpful intimations with respect to applications, scholarships, class work, and degree/certification completion. Identify bing scholarship support for consumers who wish to go on their instruction, assist consumers in using for those financess, and recommend for new support to back up these educational enterprises. Developmental Disabilities Division. ( n.d. ) . Retrieved February 9, 2011, from Liberity Resources: hypertext transfer protocol: //www.liberty-resources.org /programs/dd.cfm This article clearly emphasizes the importance of Respect of people with developmental disablements. All occupants create ends for themselves that are documented on a day-to-day footing. Every six months a formal meeting is held to reexamine their advancement and/or do alterations that will profit each specific individual. Staff work on ends with consumers as outlined in the individualised residential programs and help the consumer in planning activities that meet their demands and desires. Success is measured by an betterment in the quality of life and is monitored through tracking end advancement. Opportunities exist to go a voluntary or an advocator for many of the persons in these plans. Many of them do non hold involved household member and would welcome run intoing new people. The staff individuals are an built-in support system, but the benefits of a community advocator would be enriching. The committedness to go an advocate minimally involves attending at a six month planning /review meetings. This annotated bibliography consists og an copiousness of information which will be pertinent to anyone who would wish to understand or transport out individual directed planning. This bibliography is a perfect illustration of how much engagement is required by a Developmental Service Worker to guarantee they a right back uping persons with a developmental disablement.

Symbolic and Important

Symbolic and Important Symbolic and Important Symbolic and Important By Maeve Maddox A reader brought the following quotation from a statement by the United Food and Commercial Workers (UFCW) to my attention: Among the five stores was the Pico Rivera, California Walmart Supercenter, which has been [a] hotbed for worker action. The store is also of symbolic important to the low-wage worker movement I assumed that the adjective important must have been a simple typo for the noun importance, but when I looked for the construction on the Web, I found enough examples to conclude that some speakers may be using the combination â€Å"symbolic important† intentionally: But even outside consideration of annual cycles, four and twelve have great symbolic important.  - The Greathouse [Publishing] Company. Some places also have  symbolic important  for us, as cultural assets, symbolic referents.  - Healthy Living Centres, Geoffey Purves, Taylor Francis, 2007. This film is of highly  symbolic important  because its scenes and juxtapositions are abbreviated rather than carried toward their most logical extension.- The Men Inside, Barry N. Malzberg, Orion Publishing Group, 2011. The Symbolic Important  of Birds in the Quran: Implications for Science and  Technology. - Article title in IFE Journal of Religions, Vol. 6, No2, 2010. In some ways, Varner is right. Japanese defense planners have attached a symbolic important to certain US weapons. Center for Strategic and International Studies (CSIS). Something can be both symbolic and important, but not â€Å"of symbolic important.† When someone describes an event or action as being â€Å"of symbolic importance,† the usual meaning is, â€Å"important, but of little practical effect.† Used to describe an object or a place, the phrase means â€Å"important emotionally.† For example: The nine-day visit of the U.S. president to China is only of symbolic importance, especially for the Chinese. No breakthrough is expected of the visit in tackling any of the problematic issues, although there are plenty of them.   The Royal Air Force will hold a service for personnel and families at Lincoln Cathedral, a place of great symbolic importance for the RAF. Another possibility does exist that might explain this strange use of the adjective important in place of the noun importance in the phrase â€Å"symbolic importance.† The error may arise from the use of voice transcription. For example, I found the error in the transcription of an interview on the National Public Radio site. Michel Martin is asking Sylvia Poggioli about an upcoming visit of Israeli and Palestinian leaders to the Vatican: MARTIN: What is the symbolic important of this? In the recorded interview, Martin clearly says â€Å"importance.† If you use the expression when dictating to a voice transcription app, be sure to double-check your spelling in the final draft. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Misused Words category, check our popular posts, or choose a related post below:How to Punctuate References to Dates and TimesConfusing "Passed" with "Past"10 Tips to Improve Your Writing Skills

Finance and Accounting Essay Example | Topics and Well Written Essays - 1250 words

Finance and Accounting - Essay Example The studies referring this approach view beliefs for Service Level Agreement (SLA) indicating the future behaviour of the students as well as effective learners. The study related to normative approach enables to provide a description along with classification of the types of beliefs related to SLA (Holliday, 1994). The normative approach comprises studies which include beliefs, methodologies, and relationship among actions along with their advantages and disadvantages (Kalaja & Barcelos, 2006). The normative approach can be beneficial to accounting as a new diversified research approach emerges with the approach, which would enhance the position of accounting research along with accounting theory (Coetsee, 2010). However, the normative approach disappoints to illuminate credible understandings regarding problems related to accounting practices for social and economic factors. It is also concerned with the development of normative theories which impose standards based on theories rel ated to quality information and relevant information about the consequences of conventional accounting system. It also reflects certain facts related to inefficiency of comparability among various financial statements due to a variety of alternative rules related to accounting. Moreover, normative accounting theories replicate various actions and processes that are approved by accountants in order to accomplish the desired goals or objectives (Banerjee, 2010). A positive approach can be defined as a determinant through which critical situations or crisis circumstances can be ignored by driving the opportunities to an expected higher level. The positive approach can also be determined through a positive drive. Positive approach also promotes the failure and success of an organisation as well (Barber, 2011). The role of accounting in positive approach can be described with respect to accounting aspects, role of accountant and impact of accounting on resources as well as people. Moreov er, the approach is structured on the basis of proposition for regulators, shareholders and managers for maximising the utility. The approach is completely opposite to normative approach (Womlib, 2001). Part B Literature Review According to the observation of Belkaoui (2004), in the context of normative approach, it can be stated that accounting in relation to descriptive approach can be critically evaluated through normative methodology. Normative accounting theory justifies what should to be done rather than what it is. It can be viewed that in the professional field of accounting, a belief is widely apprehended that accounting is considered as an art which is not formalised. Furthermore, it also entails methodologies used in traditional aspects that can be considered in the establishment of accounting theory. It also justifies these facts that by coding of accounting practices. Moreover, in the context of oversimplifying, the complex nature of accounting phenomena and issues can be identified which are essentially required in order for formulating accounting theory. The methodology of normative approach can be considered in order to validate a few of the accounting practices that are required to be approved. It can be stated that among the studies provided in normative approach, Moonitz and Sprouse deserve special mention. Normative accounting theory emphasises on reference theory, thus enabling an appropriate way of making the prediction of various accounting phenomena, along with evaluating interactions amid accounting variables in the

Christine Ladd-Franklin Research Paper Example | Topics and Well Written Essays - 1750 words

Christine Ladd-Franklin - Research Paper Example Background Christine Ladd- Franklin was born on 1st December 1847 in Windsor Connecticut. She was the oldest child of her parents Eliphalet and Augusta (Niles) Ladd and was fondly called Kitty. She had a brother, Henry Ladd and a sister Jane Augusta Ladd McCordia. Christine had the opportunity to attend women’s rights lectures from her earlier ages since her mother Augusta, and her aunt Juliet Niles were ardent supporters of women’s rights movements; and these lecture classes made Christine a strong women’s rights supporter and she believed that woman must get equal standards as that of a man in every phase of social life (Furumoto, 1992, p.176). On account of her mother’s death, she was forced to move to Portsmouth where her father’s home was situated. She joined in Wesleyan Academy in order to attend the course for Harvard, which was generally attended by boys. Christine had got the freedom to continue her education at Vassar College although she faced protestations from her family at the earlier stages. During the course of her study at Vassar College, Christine was driven to move to Utica so as to overcome her financial difficulties by earning money from teaching. From Utica, she got the chance to deal with various languages, trigonometry, and botanical specimens and it increased her academic talents. Even during the course of her studies, Christine had continued her women’s right activities with all supports from her father and aunt. She returned to Vassar College to complete her studies, where she met a female astronomy professor, Maria Mitchell. Mitchell motivated Christine to increase her knowledge in mathematics and science and it influenced Christine a lot. She worked as an instructor of mathematics and science in secondary schools in Pennsylvania for nine years after she had completed her graduation course from Vassar College. She applied to Johns Hopkins University for her higher education and got admission on the strength of her earlier works even though she faced certain restrictions from the university. In 1882, Christine married Fabian Franklin who was the younger faculty of John Hopkins math department. Christine published some brilliant papers in American Journal of Mathematics and gradually her interests turned to logic subjects. Although she had completely fulfilled the conditions for the Ph. D, she did not get it until 1926. Christine became famous mainly on the ground of her theory of color vision in which she defined mathematical as well as psychological perspectives for her concept. She accompanied her husband Fabian Franklin when he took a sabbatical to Europe and it helped Christine to continue her research in Professor G. E. Muller’s laboratory without getting affected by restrictions in German universities. After completing her research studies in Muller’s laboratory, she went to Berlin where she was admitted in the Hermann von Helmholtz’s laborator y (Rossiter, 1982, p.43). Christine’s works in different laboratories with different faculties enabled her to contribute a lot in the field of psychology. She presented her theory at International Congress of Psychology held in London in 1892; it gave great fame in the world of psychology. She acted as the associate editor in Baldwin’s Dictionary of Philosophy and Psychology for the period of 1901 to 1905. In 1904, Johns Hopkins permitted Christine to lecture one

Nuclear power stations based on fission of uranium Essay

Nuclear power stations based on fission of uranium - Essay Example The process of splitting the nuclei is known as fission reaction which distinguishes nuclear power stations from ordinary power generators. Uranium is a non-renewable resource which means that once all the uranium present inside the earth’s crust is used then it cannot be reproduced. Nuclear fission is basically a chain reaction i.e. once the chemical composition of uranium nuclei starts to break then reaction continues until all the uranium material is used by the reactors (Nuclear Fission, 2013). This chain reaction is built and processed under high supervision because if the reaction goes out of control then it will turn in to a nuclear bomb. Hence the primary responsibility of power stations is to keep the process under control in order to avoid destructive consequences. The overall process of splitting the nuclei and converting them into small parts is also known as radioactive decay. Nuclear power stations play a vital role in production of heat and energy which are bene ficial to generate electricity on comparatively larger scale. However, the overall process of fission reactions has numerous environmental hazards in terms of waste products which are significantly harmful for future human generations. Moreover, protecting the nuclear plant incurs huge costs while still bring a threat of nuclear explosion (Nuclear Fission, 2013). Physical Principles of Power Generation The nuclear fission reaction starts with the mere activity of neutrons. When a neutron is fused with another heavy nucleus i.e. Uranium-235, then the uranium nucleus captures the neutron in order to form a compound nucleus (Physics of Uranium and Nuclear Energy, 2012). That is: When Uranium-235 is kept as a thermal reactor in the nuclear plant then collision with the new neutron increases the overall energy of the reactor. Hence the total energy is equally distributed among 236 neutrons and protons which make the nucleus comparatively unstable. Consequently the heavy nucleus is broken down into smaller nuclei while producing huge amount of energy. Around 85% of the released energy is categorized as kinetic energy which is then converted in to heat. Nuclear Fission Reaction also produces certain by-products including Barium (Ba), Strontium (Sr), Caesium (Cs), Krypton (Kr), Xenon (Xe) etc. Approximately 6% heat is produced due to the formation of these fission by-products (Physics of Uranium and Nuclear Energy, 2012). The following equation explains the formation of Barium during the Nuclear Fission Reaction. With the split of nucleus two or three other neutrons are produced which again fuse with the heavy nucleus of uranium while splitting the nuclei and producing immense energy. Hence in this way the chain reaction is carried in the nuclear reactor. As more and more neutrons are produced more energy is generated and therefore the reaction is restricted to take place under high observation and controlled equipment (Physics of Uranium and Nuclear Energy, 2012). Fo llowing is the Graphic Representation of the Nuclear Reaction Using Uranium Controlling Mechanism of Nuclear Fission Reaction As discussed above that the uncontrollable nuclear fission can turn into a nuclear bomb therefore it is highly significant to make extensive security measures so as to control the activity of neut

History of Autism and Aspergers

History of Autism and Aspergers Pandoras Box During World War II, the large-scale involvement of US psychiatrists in the required a common language and standard criteria for the classification of mental disorders. This prompted the American Psychiatric Association (APA) to publish the Diagnostic and Statistical Manual of Mental Disorders (DSM) The first edition, DSM-I, published in 1952, included autism as schizophrenic reaction, childhood type, but provided no guidance on diagnosis. In DSM-III, published in 1980, infantile autism was lifted from schizophrenia and established as the core of a new category of pervasive developmental disorders, based on Kanners two cardinal signs: pervasive lack of responsiveness to other people and resistance to change. The age of onset was specified as before 30 months, which would rule out all kids who would later be diagnosed with Asperger syndrome. To accommodate kids who suffered a loss of skills after thirty months, there was Childhood Onset Pervasive Developmental Disorder (COPDD). In DSM-III-R, published in 1987, the manual was revised to improve the criteria for autism based on recommendations of a task force, comprising Lorna Wing, Lynn Waterhouse, and Bryna Siegel. In this revision, the word infantile was deleted, and Kanners syndrome was rechristened autistic disorder. There was no age-of-onset, and the COPDD diagnosis was dropped. It also added a new criterion Pervasive Developmental Disorder Not Otherwise Specified (PDD-NOS). This label turned out to be the most commonly used PDD diagnosis. Estimates of autism prevalence increased worldwide after DSM-III and DSM-III-R was published. The overall trend was clear: Autism spectrum disorder might be as prevalent as 1 in 100 children. After a comprehensive analysis of the Family Fund database for the UK Department of Education and Skills, PricewaterhouseCoopers concluded that the increase in autism resulted from improved diagnosis and recognition of the disability. A similar evolution was taking place in the United States, prompted by a set of amendments to the Individuals with Disabilities Education Act (IDEA). In 1991, autism was included in IDEA as its own category of disability, which enabled children with a diagnosis to gain access to individualized instructions and other services. In tandem with IDEA, state legislators passed laws making public funds available to families for early intervention therapy. The first standardized clinical instruments to screen for autism were becoming available.ÂÂ   The first attempt to develop and popularize such a tool was Rimlands E-1, and E-2 behavioral checklists. But the checklists depended entirely on parental recall rather than direct clinical observation. A childs score could differ depending on which parent filled in the checklist. In 1980, Eric Schopler and his TEACCH colleagues introduced the Child Autism Rating Scale (CARS), which was good at distinguishing autism from other forms of developmental delays, such as intellectual disability. After observing the child engage in a structured interaction through a one-way mirror, the rater scored the child on a seven-point continuum along several dimensions such as verbal and nonverbal communication, interaction with people and objects, sensory responsiveness, intellectual functioning. CARS used the spectrum model of autism in the DSM-III-R to score behaviors. Independent analyses showed that the scale was reliable and consistent, and that its score matched well with assessment by other means. In 1988, Schopler issued a second edition of CARS that could diagnose teenagers and adults. After reading the manual and watching a 30-minute video, a novice could produce ratings that were as accurate as those of seasoned clinical observers. Then, six months after Rain Man opened, an international team of researchers introduced a comprehensive tool called the Autism Diagnostic Observation Schedule (ADOS). Based on the criteria that would appear in the upcoming DSM-IV, the ADOS and a companion tool called the Autism Diagnostic Interview became the gold standard of autism assessment. *** The first international conference on Asperger syndrome was held in 1988, and Lorne Wing had lobbied the World Health Organization (WHO) to include Asperger Syndrome in the 10th edition of the International Classification of Disease (ICD), published in 1990. In 1994, Asperger syndrome was included in DSM-IV. *** Leominster, the birthplace of Johnny Appleseed, is forty-five miles northeast of Boston. In the 1940s, it was called the Plastic City as one in five residents worked for plastics manufacturers like Foster Grant, the company that turned sunglasses into a fashion. Soon it became the Pollution City as the waters of the Nashua flowed red, white, and blue. Then Foster Grant outsourced its frame manufacturing to Mexico. The defunct plant was declared a hazardous-waste site by state authorities. Two years after the plant closed, a couple in Leominster named Lori and Larry Altobelli had their second child, Joshua. When he was three, he was diagnosed with PDD-NOS. His younger brother, Jay, was also eventually diagnosed with PDD-NOS. Later on, Larry Altobelli realized that two of his friends grew up from the same neighborhood also had autistic kids. Lori, who had a masters degree in health care administration, asked parents at autism support group meetings if they had ever lived in her husbands old neighborhood. She was shocked by how many said yes. On March 25, 1990, Lori sent a letter to the CDC headquarters in Atlanta demanding an investigation. An epidemiologist arrived in town two months later to collect data. Lori had promised to keep the investigation secret to avert mass panic until she heard the city was planning to build a playground next to the old factory. She called and complained to the mayor who promised to postpone the playground. But an anonymous caller tipped off local reporters and the news went national, appearing at ABC Newss 20/20 on March 13, 1992. A graduate student named Martha Lang from Brown University found from Loris files that the number of confirmed autisms in town was lower than she had been led to believe. Some of the kids were misdiagnosed, and some parents in Loris files had never lived in Leominster at all. After failing to find evidence of genetic abnormalities in the community, the team of geneticists from Stanford suggested that the rise in autism was driven by the change in the diagnostic criteria for autism rather than a true increase in prevalence. But the media circus had long ago moved on. *** In 1995, after a torrent of inquiries from parents, Rimland ran a banner headline in his newsletter, Is There an Autism Epidemic? His answer was yes. But instead of focusing on the changes in the diagnostic criteria, he raised the possibilities that pollution, antibiotics, and vaccines were triggering the increase in new cases, citing the Leominster cluster as an example. Rimland made that statement after he read the book called DPT: A Shot in the Dark, written by Harris Coulter and Barbara Loe Fisher. Rimlands endorsement helped to spread Coulters ideas within the autistic parents community. Meanwhile, a young gastroenterologist in England named Andrew Wakefield introduced Coulters ideas into the mainstream by claiming to have discovered a potential mechanism by which the combination measles-mumps-rubella (MMR) vaccine causes brain injury. In the mid 1990s, Wakefield published a series of studies in which he concluded that measles virus might cause Crohns disease and inflammatory bowel disease (IBD). The studies were considered groundbreaking, but subsequent research failed to confirm the hypothesis. In 1995, while conducting research into Crohns disease, a mother of an autistic child approach Wakefield seeking help with her sons bowel problems. That prompted him researching for possible connections between the MMR vaccine and autism. On February 28, 1998, Wakefield held a press conference at Royal Free Hospital in Hampstead, North London, on his new studies published in The Lancet. The paper, written by Wakefield and twelve other authors, claimed to have identified a new syndrome, raising the possibility of a link between autism, the MMR vaccine, and a novel form of bowel disease. Although the paper said no causal connection had been proven, Wakefield made statements at a press conference calling for suspension of the MMR vaccine until further research. This press coverage sent shock waves through the autism parents community. In the coming years, many members of Rimlands network would become convinced that autism was caused by damage to the childs developing brain from from vaccines, vaccine preservatives, or both. Meanwhile, other researchers could not reproduce Wakefields findings or confirm his hypothesis. In 2004, Brian Deer, a Sunday Times reporter, discovered that Wakefield had failed to disclose its financial conflicts of interest; ten of the studys co-authors took their names off the paper; and Lancet retracted the study in 2004. Wakefield was stripped of his medical license in England in 2010, and the editors of the British Medical Journal denounced his study as an elaborate fraud in 2011. *** There was no question in Lorna Wings mind that the changes she brought to the DSM criteria were the primary factor responsible for the rise in autism cases. Her daughter, Suzie died of a heart attack in 2005 at age forty-nine, and her husband died of Alzheimers disease five years later. She died in 2014 at age eighty-five.

Charles Dickens Life Related To His Book, Hard Times Essay -- GCSE En

Hard Times For These Times In order to improve the sales of his own weekly magazine, Household Words, in which sales had begun to decline in 1854, Charles Dickens (lived 1812 – 1870) began to publish a new series of weekly episodes in the magazine. Hard Times For These Times, an assault on the industrial greed and political economy that exploits the working classes and deadens the soul, ran from April 1 to August 12, 1854. In the opening scenes that take place in the classroom, you become familiarized with the Gradgrind School and its fundamentals. The Gradgrind philosophy, based on the Facts, Facts, and more Facts of reality, is demonstrated as being not only cruel and destructive to the workers – the â€Å"Hands" of society – but is also humanly inadequate to the Gradgrind family it served. Mrs. Gradgrind observed that her husband has missed something in his life, yet, "not an ology at all." Louisa and her brother Tom, "the whelp," are nearly destroyed by the strictly mechanical principles of Gradgrindery. It was Hard Times for everyone. Sissy Jupe, who grew up among Sleary's Horse Riding Circus, and was not exposed to the harsh doctrine of the Gradgrind family until later in life, represents the imaginative creativity and generosity that the Gradgrind family misses. The coming together of Sissy and Loo, at the conclusion of the novel at the circus, represents what Dickens believes industrial England needs. "Let me lay this head of mine upon a lov...

A Comparison of Celebrity and Expert Endorsers on Advertising Effectiveness

Table of Contents Acknowledgement Abstract Table of Contents Chapter One: Introduction 1. 1 Background to Topic 1. 2 Fashion Field and Skin care Product Chapter Two: Literature Review 2. 1Advertising Endorser 2. 1. 1Celebrity 2. 1. 2 Expert 2. 2 Endorser Credibility 2. 2. 1 Trustworthiness 2. 2. 2 Expertise 2. 2. 3 Attractiveness 2. 3 Advertising Effectiveness 2. 3. 1 Brand Attitude 2. 3. 2 Attitude towards advertisement 2. 3. 3 Purchase Intention 2. 4 Match-up Hypothesis 2. 5 Information Processing of the AdvertisementChapter Three: Chapter Four: Methodology. 4. 1 Quantitative Research 4. 2 Questionnaire Design 4. 3 Pilot Test 4. 4 Data Analysis Techniques 4. 4 Testing Credibility of Endorsers 4. 5 Testing the Product Match-Up Hypothesis 4. 6 Testing Advertisement Message Process 4. 7 Testing Advertising Effectiveness Chapter Five: Findings and Analysis 5. 1 Result of Reliability Test 5. 2 Results of Credibility of Endorsers 5. 3 Results of Testing the Product Match-Up Hypothesis 5. 4 Evaluation Impact on Advertisement Message Process . 5 Evaluation Advertising Effectiveness Chapter Six: Discussion and Conclusion Appendix References Chapter 1—Introduction Chapter 1—Introduction In designing an advertising campaign, an influencing persuasion is an important factor, product endorsers is significant towards the transmission of message between the brand and consumers and they often contribute to an advertisement's persuasiveness for many consumers. Advertising endorser is one of promotional strategies which are often seen in daily life.Its main purpose is to use a famous, professional or attractive endorser to grab consumers’ attention in a short period of time, in order to increase the effectiveness of the advertisement. It is important for endorsers to achieve the object of communication with consumers. Research finds that advertisements with a reliable endorser could attract consumers’ attention, raise brand awareness, and build uniq ue brand image (Zajonc and Markus,1982). If a business can select product endorser carefully to match up with product attributes, it can produce a model effect to a brand.Therefore, understanding how consumers perceived product endorsers, and knowing which types of endorsers would create the best effect to the advertisement is significant for marketers. This research will mainly focus to research on skin-care products endorsers by the measure of their credibility, and how they influence the advertising effectiveness. 1. 1 Background to Topic 1. 2 Fashion Field and Skin care products Fashion is a business of wide variety: from typical apparel business to beauty and health care products. The fashion field is highly segmented and overlaps with other fields, especially with the cosmetics and skin care roducts. Some of the household fashion brand names may not definitely correspond to the apparel business but other kinds of products. One of the characteristic of the fashion field is that it is constantly re-forming in strategic cooperation and alliances. Fashion companies such as Fendi, Polo Ralph Lauren, Kenzo, and Louis Vuitton are practicing the strategic integration. For example, Christian Dior is part of LVMH limited, which is the largest luxury company and group in the world, also include cosmetics products and skin care products in their brands.The structure of the fashion field is obscured mainly by licensing and franchising strategy; fashion companies may manufacture products which belong to a particular line in the structure. For example, Donna Karan International licenses its name to Estee Lauder, and Polo Ralph Lauren licenses the fragrances and skin-care products to L'Oreal. LVMH, Chanel and Prada have their own brand name lines in skin care products. Some skin care brands may belong to the same fashion organization, though the brands are in totally different names and management structure.The identity of the famous fashion company would give their pro ducts a competitive advantage, which are the symbolic exchange and the commodity exchange. It would establish, maintain or strengthen a brand identity. Skin-care products advertisements with endorsers is not hard to be seen in different media, household skin-product brands such as L’oreal, Neutrogena or Shiseido has spent numerous money on hiring different endorsers for the brand and new products. Generally, two types of advertisement endorsers have been mainly been used in these advertisements – celebrity and expert.There are number of studies can be found that how different endorsers influence the consumers in different fields. However, there are few studies to focus only at the relationship of different endorsers and skin care product brand. Skin care product is a special category compared with other different products. It is considered both hedonic and utilitarian product. There are different categories of skin care product, such as the aqua cream, hand cream or UV -protection cream. Therefore, the skin-care product is both attractive-related and health-related.Customer needs adequate information and sufficient expertise prove and advice for them to purchase these products. Research shows that the extent of audience-perceived skills and knowledge of the endorser in the source expertise would make positive influence to the advertisement, such as the skin care experts are critical to influence in advertising (Chawla,Dave, and Barr 1994); however, some research suggest the sources characteristic attractiveness, such as celebrities are important to persuasion (Kamins and Gupta 1994; Patzer 1983).Although the perspectives are diverse, source credibility which combined of both attractiveness and expertise is critical to make influence to advertisements towards the audience. Skin care product marketers would typically employ a product endorser with high credibility to advertise the product. Therefore, it is significant for marketers to know which typ e of endorsers and how endorsers would make an advertisement worthwhile and effective, in addition to this, whom could make good communication with customers.The purpose of the study is to explore whether endorser credibility has a positive effect on advertising effectiveness in the skin care product. This study would also explore which type of endorser in the field of skincare products would make more influence, and how they influence the consumers. Chapter 2—- Literature review 2. 1Advertising Endorser According to Federal Trade Commission (FTC), any advertising message reflects spokespersons' or endorsers' opinion, belief, character, and experience that make consumers believe is called endorsement.Advertising endorsers are often seen on TV, newspaper, magazine, or direct mail advertisements in daily life. Using the endorsers' popularity, it could present the benefits of the endorsed product and make consumers produce reliability on the product. (McCracken,1989) Using adver tising endorser to promote a product is a very popular marketing strategy. Researchers also found that the reliability of advertising spokespersons is one of critical factors to influence purchase intention, and the higher the reliability is, the higher the positive advertising and brand attitudes are (Laffery ; Goldsmith, 1999).An advertisement can catch consumers’ attention and increase brand awareness (McCracken, 1989), and transfer consumers’ feelings onto the product and produce a good impression (Biswas et al. , 2006). If spokespersons can express a positive attitude on the advertised product, it will create an intensive preference to consumers and connect the product with the spokespersons (Chen ;Chang, 2001). Study suggested that with a successful endorsement, the recall of product information and brand recognition would be enhanced, it would positive influences the attitude towards the advertisement and products. Liu et al, 2007) Different research proposed fo ur main types of advertising endorsers including celebrities, experts, CEO and typical consumers to test the effectiveness of communication between the endorsers and consumers through advertisement (Freiden, 1984; Wang, 2002). The outfit of the endorser is suggested to create positive attitude toward the consumers (Chaiken, 1979). McGuire (1985) also suggested that endorser which is familiar and likable towards the audience may bring persuasiveness to the advertisement. 2. 1. 1Celebrity EndorserSchiffman and Kanuk (2007) defined celebrities to public and famous figures. Celebrity commonly has a linkage with the source attractiveness. Research has found that there is a linkage between the celebrity attractiveness and attitude changes toward advertisements (Chaiken 1979; Caballero and Pride, 1984). Companies usually use celebrity to be the endorser of product in order to increase the popularity or attraction, making audience to have a positive attitude toward endorsed products, the br and and the advertisement. Research supported the celebrity endorser is suitable for different types of products.It is generally shows that celebrity endorser make positive contribution in different aspects like brand awareness (Till 1998), brand recall (Friedman 1979), attitude toward the advertisement [Kamins 1989; Frieden 1984; Tripp, Jensen,and Carlson 1994), and also purchase intention (Ohanian, 1991). Research also shows that celebrity endorser would generate positive attitude towards brand recall, attitude towards the advertisement, and also purchase intention (Wang 2002). Celebrity with high expertise tends to have higher level of sources believability and trustworthiness. Buhr, Simpson, and Pryor 1987). Studies found that celebrity endorser would be perceived higher values for likeability attribute by the consumer, comparing to an expert, CEO or customer endorsers (Freiden, 1984). However, in the same research, it did not show that celebrity endorsers have a significant adv antage when compared to other types of endorsers in the measure of expertise, believability, product quality and trustworthiness. Celebrity endorser would generally create a positive perception to consumers in sources attractiveness in terms of credibility perceptions.Researchers have found that celebrity endorsers have higher credibility to make the product be more desirable and also higher the image of the product quality; Consumers are associated with endorsers’ image when using the product while the endorsers’ image has been transferred to the product. (Ronald E. Goldsmith, Barbara A. Lafferty and Stephen J. Newell, 2000) Research also suggest that celebrity endorsement can increase brand and product recall (Clark and Horstman, 2003). 2. 1. 2 Expert Endorser Expert endorser is perceived as a person who has extensive skill or knowledge in a particular field.Expertise is the extent of the communication source which has relevant knowledge and skills. The trustworthine ss attribute is an significant source for the expert endorsers, which makes the consumers to have a perception that the advertisement is believable. (Hovland, Janis, and Kelley,1953). Hass (1981) suggests that the expert endorsers have an advantage on source credibility in terms of the expertise and trustworthiness. Research suggests that endorser who has higher level in expertise or trustworthiness, would be more effective when compared to low-expertise sources (Hass 1981; Dholakia 1978).Research also finds that expert endorsers would be more persuasive when compared to the endorsers who have less expertise in the persuasion theory. (Ohanian 1990; Stemthal, Phillips, and Dholakia 1978). The degree of influence of the expert endorser is moderated by variables such as message comprehension (Ratneshwar and Chaiken 1991), placement of the expert source in relation to the message arguments, (Homer and Kahle 1990; Stemthal, Dholakia, and Leavitt 1978), and fit between the expert source a nd the product (Till and Busier 2000).An endorsement from a credible or expert endorser would influence the perspective, also the consumers’ behavior and attitudes (Belch and Belch 2004, p. 169). The receiver is motivated to have a positive and objective sense toward the products and brand when the endorser is an expert, since the audiences believe the message from the endorser is accurate and positive. Till and Busier (1998, 2000) manipulated the expertise of a fictitious person and the fit of the product, the result shows using expertise would create a significant positive relationship towards the brand attitude and purchase intentions.The research shows expertise source is significant when compared to the attractiveness source in different advertisements and products. 2. 2Endorser Credibility According to Ohanian (1990), endorser credibility can be defined as â€Å"as a communicator's positive characteristics that affect the receiver's acceptance of a message†. It i s also a way that can enhance the message of an advertisement. (Anderson, 1970) Dimensions can be found in the previous studies of endorser credibility.Typically, endorsers’ credibility can be separated as three dimensions: trustworthiness, attractiveness, and expertise (e. g. , Homer and Kahle 1990; Ohanian 1990, 1991; Stemthal, Dholakia, and Leavitt 1978). The credibility would show how effective of an endorser in terms of the personal attributes towards the consumers. Goldsmith, Lafferty, and Newell (2000) found that endorser credibility positively influence the attitudes toward the advertisement, and also brand attitude. A high credibility of an endorser is considered significant in influence acceptance.A consumer is more likely to accept the content of the advertisements with a credible endorser (Sternthal, Phillips, and Dholakia 1978). Danwshvary and Schwer (2000) also suggest that in an advertisement with a high credible endorser, purchase intention would be positively affected. According to Khatri(2006) , high credible endorser would also enhance the recall of the product. Research found that higher levels of endorsers’ credibility would have a significant association with attitudes toward the advertisement and purchase intention (Craig and McCann, 1978; Woodside and Davenport, 1974).The dimensions of attractiveness and expertise have generated additional interest to determine how these attributes in an endorser individually enhance advertising effectiveness (e. g. , Homer and Kahle 1990; Kamins 1990; Maddux and Rogers 1980; Patzer 1983; Till and Busier 1998, 2000). 2. 2. 1Trustworthiness Trustworthiness is the level of consumers’ trust toward the endorser and advertising message (Hovland et al. 1953). It also means the general believability of an endorser. Research has suggested the trustworthiness of the endorser would affect the advertising effectiveness.Miller and Baseheart (1969) found that when the endorser was perceived to b e trustworthy, the advertisement would be more effective to influence consumers’ attitudes. McCinnies and Ward (1980) find that the expertise and trustworthiness would influence endorsers’ credibility and persuasiveness. They indicated that the endorser with both expert and trustworthy would generate the opinion change of consumers. Trustworthiness moreover refers to the honesty, believability and integrity of an endorser (Erdogan 1999).Therefore, honesty is in the trustworthiness attribute in this study. 2. 2. 2Expertise Expertise is one of the fundamental dimensions of source credibility and is the knowledge sources are perceived to possess about the product they are endorsing (Homer and Kahle 1990; Ohanian 1990). Recent studies on source expertise indicates that the expertise attribute has a positive influence on attitude change (Maddux and Rogers 1980; Till and Busier 1998, 2000) and purchase intention (Till and Busier 2000). 2. 2. 3 AttractivenessIn terms of attra ctiveness, it represents that advertising endorsers can catch consumers’ attention to a product (Ohania, 1990; Miciak ; Shanklin, 1994; Goldsmith, Laffery, ; Newell, 2000). Research shows that the marketers prefer to use attractive endorser in order to gain the likability and positive attitude toward the advertisement. Some of the research may group attractiveness attributes in source attractiveness itself, however, attractiveness can also be as an attribute of source credibility in advertisments (McCracken, 1989; Ohanian, 1990).In the research of Maddux and Rogers (1980), likability is considered to be a test variable of attractiveness attribute in endorser credibility. Therefore, likability would also be tested as attractiveness variable in the study, it is employed as the measure of homological validity of attractiveness. Advertising Effectiveness Generally, advertising effectiveness is the attributes of brand attitude, attitude towards the advertisement and purchase inten tion attributes. (Gurel Atay, Eda, 2001; Friedman, Hershey H, 1976; David Strutton, 2008)Numerous researches have proved the direct and significant relationship of brand attitude, attitude towards the advertisement and purchase intention attributes. (e. g. , Goldsmith et al. 1999; 2000; 2002; Goldberg, et al, 1990; Mitchell et al. 1981; Mackenzie, Lutz, and Belch, 1986). However, research also can be found to group these three variables together in order to test a more macro view towards the effectiveness of the advertisement. (Gurel Atay, Eda, 2001; Friedman, Hershey H, 1976; David Strutton, 2008) 2. 5 Purchase IntentionAccording to Shamdasani (2001), purchase intention can be defined as the possibility of a customer buying a product or making a recommendation for product. ) It is also a process of the demand for product information, purchasing, evaluation, consumption, and disposal of a product or service. Purchase intentions also means the choice that a consumer would probably ma ke in future course of action. (Bagozzi,1983). According to Fishbein and Ajzen model, higher purchase intention will lead higher purchase willingness. According to Zeithamal (1988), perceived value will influence purchase intention. . 6 Brand Attitude Brand Attitude can be defined as evaluation of the brand from the consumer. It may consist an emotional motivation toward a brand and its product. The motivation could be cognitive or logical toward the particular brand. In recent researches, it has proved that using of endorsers credibility has a positive influence on brand attitudes of the consumers (Seno and Lukas, 2005). Agarwal and Malhotra (2005) have also defined that brand attitude is a general evaluative judgment of a brand. It contains the process of the brand product, reputation and the benefits. 2. Attitude towards advertisement Attitudes toward the ads can be generally defined as a â€Å"predisposition to respond in a favorable or unfavorable manner to a particular advert ising stimulus during a particular exposure situation† (MacKenzie, Lutz and Belch, 1986). Attitudes toward the ads would contain affective reactions and evaluations. (Baker and Lutz, 2000). Research shows that attitudes toward the ads are influenced by a process set of brand or non-brand. (Biehal, Stephen and Curlo, 1992; Hastak and Olson, 1989; Madden, Allen and Twible, 1988; Gardner, 1985; Homer, 1990). 2. 8 Product Match-up HypothesisProduct Match-up Hypothesis can be defined as the match-up theory between an endorser’s and a product’s attributes. McCracken (1989) and Kahle (1985) suggest the celebrity endorser create better inherent match and congruency effect than other types of endorsers by having higher level of attractiveness. Researches based on the matchup hypothesis find that attractiveness is a significant determinant of advertising effectiveness. (Kahle and Homer, 1985; Till and Busler, 1998) suggests that its importance is limited by the degree to w hich attractiveness â€Å"fits† well with the advertised product (e. . Kamins,1990). The product match-up hypothesis is focus on product-endorser fit based on endorser attractiveness. Research suggests that the attractiveness of a celebrity endorser is more favorable attitudes to related the product which is attractiveness-related . Product match- up is the congruence between endorsers and product. The match-up hypothesis (e. g. Kamins, 1990) suggests that endorsers are more effective there is a â€Å"fit† between the advertising endorser and the endorsed product. 2. 4 Information ProcessingAccording to Kahle ; Homer (1985), consumer usually sees the information as relevance when it satisfies their need. The ELM is a persuasion model to predict the influence information process of the advertisement of different types of endorser. (Petty ; Cacioppo, 1981a, 1986a, 1986b) suggests that there are two route, the central route and peripheral route, whereas the peripheral rou te is more likely to prove that endorser relationship with the information processing of the advertisement. ELM posits that a source cue does not serve as a simple acceptance or ejection cue but may be considered together with all other information in the recipients attempt to assess the merits of the arguments and the advocacy. Studies have found that endorsers’ credibility has a significant relationship toward ELM and information processing of the advertisement (Homer ; Kahle, 1990; Petty ; Cacioppo, 1981b, 1986a, 1986b; Petty et al. , 1991). Mehta (1994) also found that the celebrity endorser would influence consumers to have more thoughts about the endorsers, however, and the fewer toward the product and brand.A different type of endorser such as experts would influence consumers to generate fewer thoughts about the endorser but led to more thoughts about the brand and product featured Chapter 3 : Research Hypothesis and Conceptual Framework 3. 1Introduction According to research purposes and literature reviews, the study proposes the research frame as shown in Figure 1. 3. 2 Research Hypothesis H1: Endorser credibility would significantly affect advertisement effectiveness Celebrity vs ExpertH2: Celebrity endorser has a better performance in the general measure of â€Å"Endorser Credibility† than expert endorser H3: Celebrity endorsers has a better performance in the measure of â€Å"attractiveness† attributes than expert endorser H4: Expert endorser has a better performance in the measure of â€Å"trustworthiness† attributes than celebrity endorser H5: Expert endorser has a better performance in the measure of â€Å"expertise† attributes than celebrity endorser Product Match-UpH6: Endorser credibility would significantly affect product match-up hypothesis H7: Celebrity endorser would generate a better match up effect towards the product than expert endorser Information Process H8: Endorser credibility would significantl y affect information process of the advertisement H9: Consumer is more likely to process the information of the advertisement when the endorser is an expert, than a celebrity H10: â€Å"Product match up† and â€Å"Information Process† would positively moderate the relationship between endorser credibility and advertising effectiveness Conceptual Framework Chapter 4:Methodology . 1 Questionnaire Design In order to assess the relative advertisement effectiveness between celebrity and expert endorsers, two advertising executions were tested across print advertisements for two different type skin-care products: an aqua cream and hand cream with body emulsion. A celebrity advertisement and an expert advertisement represented each product. In this research, the celebrity is person who is publicly recognized and could direct and communicate to consumers by their reputation in the advertisement. On the other hand, an expert is a person represents expertise of the product and s kin care.The experts who appeared in the advertisement sample has been noted a â€Å"professional doctor of skin care† and â€Å"dermatologist†. They have no public notoriety but appear in an advertisement for representing the authority of the product. The samples are based on real print advertisements (see appendix 1 and 2), in order to increase the authentication. Famous Hong Kong singer Kandy, a member of the band Sugar Club, is the endorser of the aqua cream advertisement; on the other hand, famous model Gaile is selected as endorser of the hand cream and body emulsion cream.The expert endorser is from the real print advertisement of Neutrogena, however, for the expert endorser, we created a fictitious endorser, as the names and their scope of profession have changed to fit this sample research. The use of a created endorser offers a benefit of controlling the experiment. Although endorsers are usually well-known, there can be a significant amount of variation in s ubjects’ knowledge and attitude toward any given endorser.By using a created endorser, we minimize the amount of variation in subjects’ knowledge thereby strengthening the statistical power of the analysis. In order to avoid brand perception of the audience, the products in the sample advertisements has used the brand name â€Å"Super† which does exist in the reality market, instead of the real brand names of the products. The research selected two categories of skin care products: aqua defense cream and hand cream and body emulsion. In order to minimize brand familiarity effects, a fictitious brand name, â€Å"super† was used. 4. 1. Questionnaire Structure and Details The questionnaire used for this study consisted of five parts targeting different aspects of information about consumer’s attitude on different endorsers’ advertisement and the influence of advertisement effectiveness. The aim of this study was stated in the beginning and foll owed by a notes explaining the terminologies used in the questionnaire. For the scale of data measurement, five-point Likert scales were used in the questions of part A and part B sections for measuring the attitudes and quantifies the opinion of the consumers.Likert scale is a set of statements that ask respondents to express their level of agreement or disagreement of a five-point scale (Churchill, 2005). For the remaining parts, they were consisted of single and multiple selections of answer. 1=Strongly Disagree| 2=Disagree| 3=Neutral| 4=Agree| 5=Strongly Agree| 4. 1. 3. 1 Part A of the Questionnaire The first part of the questionnaire aimed to obtaining data about the respondents’ purchase experience on skin care products as well as their knowledge and experience about current practice of different types of endorsers’ advertisement, the source of information is also included.The respondents are required to indicate how they receive the information about endorsement and which type(s) of endorsers were familiar with them. 4. 1. 3. 2 Part B of the Questionnaire This part is aimed to focus on the aqua cream advertisement, which represents the skin care product type which is attractive-related. Two â€Å"super† aqua cream product print advertisements were shown in this part. This advertisement is a real advertisement from the brand â€Å"Garnier†. This first advertisement is endorsed by famous Hong Kong singer Kandy, a member of the band Sugar Club, who is the actual endorser for â€Å"Garnier†.The second one is endorsed by a fictitious expert endorser, named as Albert Li, noted as a â€Å"professional doctor of skin care†. The context of the advertisement contains the product features of the cream, and comparison with other brands in order to show the effect of the cream. The content of two advertisements are exactly the same, however, only the endorser is changed in order to test the effect of these two types of endor sers. There are 17 questions for each advertisements, it is a set of statements regarding the attributes of the endorsers, and the attributes of the advertisement.The attributes were based from the source credibility models, product match-up hypothesis, and advertising effectiveness which were suggested by previous studies regarding advertisements with endorsers. 4. 1. 3. 3 Part C of the Questionnaire This part is aimed to focus on the hand cream and boy emulsion advertisement, which represents the skin care product type which is health-related. Two â€Å"super† aqua cream product print advertisements were shown in this part. This advertisement is a real advertisement from the brand â€Å"Neutrogena†.This first advertisement is endorsed by famous Hong Kong model Gaile, who is the ex-wife of Hong Kong famous singer Leon Lai. The second one is endorsed by an expert endorser, named as Robert Kwon, noted as a â€Å"dermatologist†, who is the actual endorser for â₠¬Å"Neutrogena†, however, in the actual advertisement, the endorser is a a regional director of professional marketing. The context of the advertisement mainly contains the product features of the hand cream and the body emulsion. The content of two advertisements are exactly the same, however, only the endorser is changed in order to test the effect of these two types of endorsers.The structure of the questions is the same as part B section. 4. 1. 3. 4 Part D of the Questionnaire This was the final section of the questionnaire, four questions were asked in order to find out the demographic information of the respondents. Respondents were required to provide their gender, age, educational level and income. The information would be used to test the difference response from different demographic group, mainly the educational level and income, since the target group is selected to be young female adults in generation Y. 4. 2 Questions Analysis and Discussion Guide The survey is se t in two main sections.One scale is used to assess endorser credibility, including the aspect of attractiveness, expertise, image, likeability and trustworthiness. The survey also included questions related to the advertising effectiveness in aspects of brand attitude, attitude toward the advertisement and purchase intention. Message processing and product and endorser match- up issues would also be included in the questions. The questions were grouped in order to analysis the relations between variables. Each respondent was shown two print advertisements of different skin care product and were asked to complete the questionnaire.In each case respondents were exposed to advertisements for of two products including a celebrity, and an expert endorser. 3. 2. 1 Testing Credibility of Endorsers To test the credibility of endorsers, the attributes by previous studies are adopted. The attributes would be attractiveness (DeSarbo and Harshman 1985), trustworthiness (DeSarbo and Harshman 198 5;), expertise (DeSarbo and Harshman 1985; Simpson and Kahler 1980-81; Wynn 1987), likability (DeSarbo and Harshman 1985) and believability (Simpson and Kahler 1980-81; Wynn 1987).In the questionnaire, 5 statements would refer to 5 different attributes from the source credibility model. â€Å"The endorser is attractive† is to test the attractiveness variable, â€Å"The endorser is trustworthy† is to test the trustworthiness variable, â€Å"The endorser is professional† is to test the expertise variable, â€Å"The endorser is honest† is to test the believability variable and â€Å"The endorser's image is positive† is to test the likability variable. These 5 attributes would be grouped to be the â€Å"Credibility† level of each endorser in the followed analysis. 4. 2. Testing the Product Match-Up Hypothesis As the product match-up hypothesis is not the main focus of the research, only two statements in the questionnaire was asked to test the h ypothesis, â€Å"The endorser in the advertisement makes good match with the product† and â€Å"The endorser helps to understand the function of the product† was asked to figured out if the audience considered the endorsers made good match with the product and helped them to understand the function of the products. The result of this hypothesis would be tested if it is a factor to influence the advertising effectiveness. . 2. 3 Testing Advertisement Message Process One statement was asked to understand if the respondents would read the content message of the advertisement, besides the endorsers’ image. The result of this part would be analyzed with if different endorsers have influence for the audience to process the image, and this question would also analyzed with the advertising effectiveness attributes to see if there is a relation between audience process the advertisement message and the effectiveness of the advertisement. . 2. 4 Testing Advertising Effect iveness Three attributes were combined to consider the effectiveness of the advertisement: â€Å"Brand attitude†, â€Å"Attitude towards the Advertisements† and â€Å"Purchase Intention†. 4 statements were set to test the brand attitude towards the advertisements, which were â€Å"The endorser enhances my ability to recognize the brand†, â€Å"This advertisement projects a good brand image†, â€Å"This advertisement helps to recall the product features† and â€Å"This advertisement helps to recall the brand†.Another 4 statements were also set to test the attitude towards the advertisements, which were â€Å"This advertisement projects a sense of good quality towards the product†, â€Å"This advertisement projects a pleasant feeling†, â€Å"This advertisement is reliable† and â€Å"This advertisement is persuasive†. In addition, 1 statement was set to test the purchase intention of the audience towards the a dvertisement and endorsed product, which was â€Å"This advertisement increases my intention to purchase the product†. These three attributes would be the dependent variables to combine as â€Å"advertising effectiveness†.They would be analyzed with the credibility of different endorsers, product match-up hypothesis and advertisement message process. 4. 3 Research Objective The quantitative survey is focused on the young female adults as the interviewees, which is in the demographic of generation Y. The age range of young is between 18and 30 years old, which are mostly in the student segment. In this group of people, they tend to be attracted by ‘advertising’, ‘brand’, and ‘fashion’. They are more familiar to celebrities and advertising from different types of media.In the meanwhile, they have more comprehensive understanding and relative matured self-norms. 4. 4 Pilot Test A pilot test was done in advance of distributing of the q uestionnaire for gathering information, this is to ensure the format and design of the questionnaire were effective and capable of obtaining required information for the researching objectives. Another important function of the pilot test to this study is that the sample population was asked to rank a set of selection criteria of celebrity and expert endorsers in order to refining the selection attributes for a more efficient analysis. 3 questionnaires were distributed and 20 questionnaires were returned with comments on the questionnaire design. Some amendment and adjustment was made to the questionnaire after reviewing the feedback of the sample population, the modification included adjusting the layout of the questions, use of question’s wordings, segmentation of demographic data of respondents, and elimination of repeated questions. 4. 5 Distribution of the questionnaire Data were collected from a total of 203 respondents on the internet survey instrument.The survey is sp read by social network requests and e-mail request, which ensures that the target group of people could reach to the survey, and avoid people who is not in the target group doing the survey. The internet-based survey can also obtain the response from more population within a short period of time by not restricting by geographical constrain. 4. 6 Research process and design The research process follows the structure in figure. First, the problem of the research is fomulated, which is the comparasion of expert and celebrity endorsers towards the credibility and advertising effectiveness.Then, an exploatory research is at the second procedure, by reviewing literature. Research framework and data collection methods are determinated at step three and step four. The following is designing samples and collecting data by internet-based survey. The data will be analysed to be the results of the research. Suggestions and recommendations would be made in the references of the results. Chapter 5: Result and Analysis Respondents Profile In the following section, basic demographic data of the respondents, including age, gender, education level, occupation and personal monthly income level, were reported.To be more specific, these descriptive data were summarized and presented with pie charts. Gender of Respondents Since the target respondent in this study is female, the questionnaire is mainly distributed to female interviewee. Therefore, there are totally 199 female and only 4 male respondents. The 4 male respondents are all from the internet survey. The female respondents have 98. 03% of sample population, while male respondents only have 1. 97%. Distribution of age group of the respondents The majority of respondents were 22-25 years old, which has 117 respondents and occupied 57. 64% of the sample population.The following largest group was age between 18-21 years old; there were 51 respondents in this age group, with 25. 12% of the sample population. The percentage of t he respondents in the age group 26-30 was 17. 24%, there were 35 respondents in this age group. Educational Level Over a half of the respondents’ educational level is above bachelor’s degree. 110 out of the 203 respondents, which are 54. 19 % of the sample population, are at the educational level of bachelor’s degree; 68 of the respondents, having 33. 50% of the sample population, are at the tertiary (non-degree) educational level. 5 of the respondents (12. 32% of the population) are postgraduate level. Monthly Income The majority of the respondents’ monthly income is less than $5000, which is 89. 16% of the sample population (181 respondents). 16 out of the 203 respondents (7. 88% of the sample population) have the monthly income between $5000 and $10000. Only 6 of the respondents (2. 96% of the sample population) have the monthly income between $10001 and $20000. Purchase Frequency for respondents In the purchase frequency of skin care product, most of the respondents, with 48. 8% of the sample population (98 out of the 203 respondents) buy skin products 1 to 2 times a month. The following group is respondents who buy skin care product 3 to 4 times a month, with 35. 47% (72 out of the 203 respondents). 10. 84%(22 out of the 203 respondents) of the respondents buy skin care products less than once a month and only 5. 42%(11 out of the 203 respondents) of the respondents buy skin care products more than 4 times a month. In the question of asking which skin-care brands the respondents mostly buy, the result between brands is close. Shiseido Limited’s brand has the largest sample population, with 28. 8% of respondents (57 out of 203) claiming mostly buy their products; the following is the L’oreal Company’s products, having 23. 63% respondents (50 out of 203) that mostly buy their products. 18. 72% (38 out of 203) and 17. 73% (22 out of 203)of respondents mostly buy skin care products of P&G Company and the LVMH L imited respectively. Only 10. 84% of respondents (22 out of 203) mostly buy the skin care products of Estee Lauder. Information towards the skin-care advertisements For the endorsement in skin-care product, the respondents mostly notice the celebrity endorsers and model endorsers, which have 45. 2% (92 out of 203) and 25. 62% (52 out of 203) of the sample population respectively. 17. 24% (35 out of 203)of the respondents noticed the expert endorsers in the advertisement. The following is the real customer endorsers, 8. 87% (18 out of 203) of respondents have noticed their endorsement. Only 1. 97% (4 out of 203) of respondents noticed the CEO endorsers and 2 of the respondents in the survey haven’t noticed any endorsers advertising. The channels that respondents get the information of the skin care product advertisements were asked in the survey.Most of the respondents received the skin care product information from print media such as magazines and newspaper, which had 28. 57 % (58 out of 203) of the respondents. 19. 7% (40 out of 203) of the respondents were getting skin care products information from TV, movie and internet. These two channels had the same population. 12. 81% (26 out of 203) of respondents were getting information from peer’s word-of-mouth. Direct mail and from outdoor billboard has the population of 9. 85% (20 out of 203) and 5. 42% (11 out of 203) respectively. The channel of radio, brands advertisements and sales personnel had the population of 2. 6% (5 out of 203 respondents), 0. 99% (2 out of 203 respondents)and 0. 49%(1 out of 203 respondents), which were the channels least respondents getting information from. 4. 1 Result of Reliability Test As a key factor to determine the quality of measurement instruments, reliability was very important for assessing the internal consist multi-item scales of endorser’s credibility and advertising effectiveness dimensions, Cronbach’s alpha was used. It provides the coeffici ent of inter-item correlations and measured the internal consistency of various items. Referring to Cohen et al. 2007), the reliability level was marginally acceptable at 0. 6 and highly reliable at 0. 8 or above, while according to Pallant (2007), the Cronbach’s alpha value above 0. 7 is considered acceptable and preferable when the values exceed 0. 8. Ohanian’s (1990) scale was used to assess the celebrity endorsers’ credibility. Items were chosen according to the item reliability of the scale. To measure credibility, the dependent variables â€Å"attractiveness†, â€Å"trustworthiness†, â€Å"expertise†, â€Å"likeability†, and â€Å"believability† were selected. In section A, the celebrity endorser Kandy has a Cronbach’s ? f . 962 towards the credibility. The Cronbach’s ? for the expert endorsers’ credibility is . 860 in section A. In section B, the celebrity endorser Gaile has a Cronbach’s ? of . 869 towards the credibility. The Cronbach’s ? for the expert endorsers’ credibility is . 860 in section B Based on studies addressing advertising effectiveness (Biehal, Stephens and Curlo, 1992;Craciun, Stephens and Madden, 2002; Gresham and Shimp, 1985; Spears and Singh,2004), brand attitude, attitude towards the advertisement and purchase intention were used to assess the effectiveness. The Cronbach’s ? or the brand attitude in section A are . 893 and . 824 The Cronbach’s ? for the attitude towards the brand in section A are . 806 and . 793. The Cronbach’s ? for the brand attitude in section B are . 831 and . 712. The Cronbach’s ? for the attitude towards the brand in section B are . 925 and . 908. Referring to Cohen et al. (2007), the reliability level was marginally acceptable at 0. 6 and highly reliable at 0. 8 or above, therefore, the items to be measured in this study is highly reliable. 4. 3 Endorser Credibility and Advertisement E ffectiveness IntroductionIn this study, in order to test H1: Credibility of endorsers significantly affects advertisement effectiveness, linear regression analysis is adopted in testing the relationship of dependent variable (Y), advertising effectiveness, to relate the independent variables(X), which is the endorsers’ credibility, for the prediction. The measures of endorser’s credibility consisted of 5 attributes, which are trustworthiness, expertise, believability, attractiveness and honesty. Meanwhile, advertising effectiveness contained 3 attributes, including brand attitude, attitude towards the advertisement and purchase intention.The attributes of credibility and advertising effectiveness had combined as the mean score in the analysis. In the following table, Credibility1 of celebrity endorser Kandy in part A; Credibility2 represents the computed results of expert endorser Albert in part A; Credibility3 represents the computed results of celebrity endorser Gail e in part B; Credibility4 represents the computed results of expert endorser Robert in part B. â€Å"EndorserAdeffectiveness† represents combined mean score of all endorsers’ advertising effectiveness. Coefficient of Determination R squareMujis (2004) had provided a guide to assess how well a developed model fit the data. The table would give a clearer interpretation of Mujis suggestion. 0. 5| Strong Fit| Result of Endorser Credibility and Advertisement Effectiveness Model Summary| Model| R| R Square| Adjusted R Square| Std. Error of the Estimate| | 1| . 756a| . 572| . 569| . 24445| a. Predictors: (Constant), Credibility1, Credibility2 Credibility3, Credibility4| To test the correlation of the endorser credibility and their advertising effectiveness, the coefficient of determination r2 is used.It is a statistical term that tells us how well one variable is at predicting another. Since the study is a small scale research, using adjusted R square would give a more accura te result. (Mujis ,2004). The dependent variable â€Å"EndorserAdeffectiveness† is the combined mean score of all endorsers’ advertising effectiveness, and the independent variable â€Å"Credibility 1† to â€Å" Credibility 4† is the mean score of celebrity and expert endorsers in part A and part B. In the table, the R square is 0. 572 and the adjusted R square is 0. 569, with the standard error of 0. 24445.As the adjusted R square is 0. 569, it indicated that the credibility of endorser explains 56. 9% of advertising effectiveness. According to the Mujis, when adjusted R square is >0. 5, it shows a strong fit of the model. Therefore, the correlation between endorsers’ credibility and advertising effectiveness is strong. ANOVAb| Model| Sum of Squares| df| Mean Square| F| Sig. | 1| Regression| 67. 671| 1| 33. 836| 404. 646| . 000a| | Residual| 16. 724| 201| . 060| | | | Total| 84. 395| 202| | | | b. a. Predictors: (Constant), Credibility1, Credibili ty2 Credibility3, Credibility4| b.Dependent Variable: EndorserAdeffectiveness| In the F test, a 95% of confidence level is adopted, the p-value is . 000, which is 3. However, celebrity perceived as more attractive than expert endorsers. Likability In testing the attribute â€Å"likability† with the statement â€Å"The endorser's image is positive†, the celebrity endorser has 3. 1 points and the expert endorser has 3. 52 points. The result shows that the respondents perceived both celebrity and expert endorser as likable, since their mean are ;3. However, expert endorser Albert had a slightly higher point than celebrity, while the celebrity is perceived as more attractive as shown above. Trustworthiness Attributes Trustworthiness In testing the attribute â€Å"trustworthiness† with the statement â€Å"The endorser is trustworthy†, the celebrity endorser has 3. 25 points and the expert endorser has 3. 42 points. Both endorsers perceived as trustworthy, and have a very close result.The expert endorser Albert received a slightly higher point than Kandy only. Honesty In testing the attribute â€Å"Honesty† with the statement â€Å"The endorser is honest†, the celebrity endorser has 3. 38 points and the expert endorser has 3. 54 points. Respondents graded both endorser scores that higher than the midpoint, which show that both endorsers are perceived as honest and believable. However, Albert still scores slightly higher point than Kandy in this attribute. Expertise Attribute Professional In testing the attribute â€Å"expertise† with the statement â€Å"The endorser is professional†, the celebrity endorser Kandy has 2. 0 points and the expert endorser Albert has 3. 80points. Differ from other variables in part A, the result shows significant difference between two endorsers, the celebrity endorser Kandy received a low score, which is lower than the â€Å"neutral† 3 point. The respondents disagree that Ka ndy is professional and has expertise towards the product. In contrast, the expert endorser Albert Li received a positive score, the respondents perceived Albert as professional and expert. Summary of Part A Part A: Endorser Credibility| | N| Mean| Std. Deviation| Std. Error Mean| Kandy| 203| 3. 26| . 892| . 063|Albert| 203| 3. 3113| . 67810| . 04759| Comparing the credibility attributes between celebrity and expert endorser in part A, which is for the attractive-related aqua cream skin care product from the brand â€Å"Super†, the celebrity endorser Kandy only has the advantage in the â€Å"Attractiveness† compared to the expert endorser Albert. On the contrary, the expert endorser has a higher grade in â€Å"trustworthiness†, â€Å"expertise†, â€Å"believability† and â€Å"likability† attributes compared to Kandy. Especially in the area of â€Å"expertise†, while Albert had 3. 54 points while the celebrity only had 2. 30 points.The result shows that the expert endorser Albert Li is having advantages in more attributes of credibility than Kandy. To conclude all the credibility attributes, Albert received a slightly higher mean score (3. 1113) than Kandy (3. 26), as shown in table. Results in Part B Part B: Comparison of Celebrity and Expert Endorsers| | Mean| N| Std. Deviation| Std. Error Mean| Pair 1| C:The endorser is attractive| 3. 44| 203| . 790| . 055| | E:The endorser is attractive| 2. 10| 203| . 605| . 042| Pair 2| C:The endorser's image is positive | 2. 72| 203| . 840| . 059| | E:The endorser's image is positive| 3. 0| 203| . 887| . 062| Pair 3| C:The endorser is trustworthy| 2. 80| 203| . 890| . 062| | E:The endorser is trustworthy | 3. 54| 203| . 749| . 053| Pair 4| C:The endorser is honest| 2. 77| 203| . 868| . 061| | E:The endorser is honest| 3. 57| 203| . 757| . 053| Pair 5| C:The endorser is professional| 2. 67| 203| . 840| . 059| | E:The endorser is professional| 3. 59| 203| . 852| . 060| Attrac tiveness Attributes Attractiveness As shown in table 3, for the statement â€Å"The endorser is attractive† this is to test the attractiveness in the credibility scale, from the 5 point Likert scale, the celebrity has 3. 4 points, when the expert endorser only has 2. 10 points. The result shows that the celebrity Gaile in part B is perceived as attractive, with the score higher than the midpoint. However, the expert endorser Robert received a respectively low score than Gaile. The respondents didn’t find the expert endorser attractive in this part. Likability In testing the attribute â€Å"likability† with the statement â€Å"The endorser's image is positive†, the celebrity endorser has 2. 72 points and the expert endorser has 3. 50 points. Gaile has the score lower than the midpoint, while Robert is perceived as likable in this part.Trustworthiness Attributes Trustworthiness In testing the attribute â€Å"trustworthiness† with the statement  "The endorser is trustworthy†, the celebrity endorser Gaile has 2. 80 points and the expert endorser Robert has 3. 54 points. The result shows that the respondents disagree that Gaile is trustworthy in this advertisement, while they found the expert endorser Robert more trustworthy than Gaile. Honesty In testing the attribute â€Å"Honesty† with the statement â€Å"The endorser is honest†, the celebrity endorser has 2. 77 points and the expert endorser has 3. 57 points.The result shows that respondents find that Robert is more honest in the advertisement than Gaile, since they graded Gaile a score lower than midpoint (2. 77). Expertise Attribute Professional In testing the attribute â€Å"expertise† with the statement â€Å"The endorser is professional†, the celebrity endorser has 2. 67 points and the expert endorser has 3. 59 points. The respondents graded a low score for Gaile in this attributes, which shows that they did not perceive Gaile as pro fessional and expert in this advertisement. On the other hand, Robert, the expert endorser is perceived as professional and expert.Summary of Part B Part B Credibility| | N| Mean| Std. Deviation| Std. Error Mean| Celebrity Endorser| 203| 2. 8828| . 68553| . 04811| Expert Endorser| 203| 3. 2197| . 62711| . 04401| Comparing the credibility attributes between celebrity and expert endorser in part B, which is for the hand cream and body emulsion from the brand â€Å"Super†, the celebrity endorser Gaile only has the advantage in the â€Å"Attractiveness† attribute compared to the expert endorser Robert, while Robert has the lowest score in this attribute, compared to other attributes.On the contrary, the expert endorser has a higher grade in â€Å"trustworthiness†, â€Å"expertise†, â€Å"honesty† and â€Å"likability† attributes compared to Gaile. In addition to this, Gaile has been graded relatively low points in these four attributes; all of t hese attributes are lower than the midpoint score. The lowest score is found at the â€Å"expertise† attribute, while Gaile only received 2. 67 point. To Combined the credibility attribute in part B, which is the comparison towards the health-related product hand cream and body emulsion, the celebrity endorser Gaile has an overall mean of 2. 828 points, compared to the 3. 2197 points of the expert endorser Robert, as shown in Table 4. The expert endorser Robert is perceived more credible than the celebrity endorser Gaile in this advertisement, in addition to this, the average score of Gaile is lower than the midpoint(3). The result shows that respondents disagree that Gaile is a credible endorser. Comparison between Celebrity Endorsers Mean Score of Celebrity Endorsers’ Credibility Attributes| | Kandy| Gaile| Attractive| 3. 87| 3. 44| Likability| 3. 51| 2. 72| Attractiveness Average| 3. 69| 3. 08|Honesty| 3. 38| 2. 77| Trustworthy| 3. 25| 2. 80| Trustworthiness Average | 3. 315| 2. 785| Expertise| 2. 30| 2. 67| Average Score| 3. 26| 2. 8828| In the table, it has shown the mean score of celebrity endorsers’ credibility attributes, combining part A and part B, which is Kandy and Gaile respectively. The average attribute score of each endorser is highlighted in the table. It can be seen that both of the celebrity received highest point in the â€Å"Attractiveness† attribute (3. 69 and 3. 08), on the other hand, thy both received lowest point in the â€Å"Expertise† attribute (2. 0 and 2. 67) among the other attributes. For the â€Å"Trustworthiness† attribute, Kandy received 3. 315 points while Gaile only had 2. 785, which was lower than midpoint 3. The result shows that the respondents perceived celebrity endorsers as attractive in the advertisements, making it the most significant attributes among the credibility attributes. However, respondents disagree celebrity is professional and expert in the advertisement, as the s core of the â€Å"expertise† attribute of the celebrity is both lower than the midpoint of the likert scale.The result also shows that Kandy has a higher credibility average score than Gaile, while Kandy has an average score (3. 26) above the midpoint. Kandy were all graded above the midpoint in the attributes of â€Å"Attractiveness† (3. 87), â€Å"Likability†(3. 51), â€Å"Believability†(3. 38) and â€Å"Trustworthiness†(3. 25), however, Gaile was all graded below the midpoint in the attributes of â€Å"Likability†(2. 72), â€Å"Expertise† (2. 67) â€Å"Believability†(2. 77) and â€Å"Trustworthiness†(2. 80) average score is below the midpoint level.Besides the â€Å"expertise† attribute, Kandy received higher points than Gaile among the other attribute. It indicated that the respondents perceived Kandy as a celebrity endorser who is more credible than Gaile. Comparison between Expert Endorsers Mean Score of Exp ert Endorsers| | Robert1| Robert2| Attractive| 3. 34| 2. 10| Likability| 3. 52| 3. 50| Attractiveness Average| 3. 43| 2. 8| Trustworthy| 3. 42| 3. 54| Honesty| 3. 54| 3. 57| Trustworthiness Average| 3. 48| 3. 555| Expertise| 3. 80| 3. 59| Average Score| 3. 3113| 3. 2197|As shown in the table, it indicated the mean score of expert endorsers’ credibility attributes, combing part A and part B, which is Albert Li and Robert Kwon respectively. The highest and lowest score of each endorser is highlighted in the table. It can be seen that both of the expert endorser received highest point in the â€Å"Expertise† attribute (3. 80 and 3. 59), on the other hand, thy both received lowest point in the â€Å"Attractiveness† (3. 43 and 2. 8) among the other attributes. Robert had a slightly higher point(3. 555) than Albert (3. 48) in the â€Å"Trustworthiness† attribute.The result shows that the respondents perceived celebrity endorsers as attractive in the advertiseme nts, making it the most significant attributes among the credibility attributes. However, respondents only found Albert is attractive. For Robert in the part B advertisement, the score of the â€Å"attractiveness† attribute was lower than the midpoint of the likert scale. There is a significant contrast between two expert endorsers toward this attribute. Despite of the contrast of the â€Å"attractiveness† attribute, the expert endorsers were graded above the agreement level and received a similar result in other credibility attributes.The average score of two expert endorsers is very close (3. 31113 and 3. 2197). The result shows that respondents perceived expert endorsers in these two advertisements as credible and most significantly, professional. Summary of Celebrity and Expert endorser | Credibility Attributes Between Celebrity and Expert Endorsers| Mean Score| Celebrity A| 3. 26| Expert A| 3. 3113| Mean Score| Celebrity B| 2. 8828| Expert B| 3. 2197| Average Scor e| 3. 0714| 3. 2655| Since the expert endorsers were grade a higher score in terms of credibility in both part A and part B.We can conclude that H2: Celebrity endorser has a better performance in the general measure of â€Å"Endorser Credibility† is rejected. Endorser Credibility to Particular Advertising Effectiveness Attributes As the â€Å"H1:credibility of endorsers significantly affects advertisement effectiveness† has been accepted, in the following section, the relationship of endorsers’ credibility and particular advertising effectiveness attributes –brand attitude; attitude towards the advertisement and purchase intention would be tested in order to gain a deeper understanding to the study.Celebrity endorsers to Advertising Effectiveness The celebrity endorsers’ credibility would be group as â€Å"CelebExpertise†, which is the mean score of endorsers’ expertise; â€Å"CelebTrustworthy†, which is the mean score of endor sers’ trustworthiness and â€Å"CelebAttractive† is the mean score of endorsers’ at