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What are the discrepancies between patient and provider explanatory models of illness and disease?

CULTURAL COMPETENCY AND QUALITY OF CARE:
OBTAINING THE PATIENT’S PERSPECTIVE
Quyen Ngo-Metzger, Joseph Telfair, Dara H. Sorkin, Beverly Weidmer,
Robert Weech-Maldonado, Margarita Hurtado, and Ron D. Hays
October 2006
ABSTRACT: Provision of “culturally competent” medical care is one of the strategies advocated
for reducing or eliminating racial and ethnic health disparities. This report identifies five domains of
culturally competent care that can best be assessed through patients’ perspectives: 1) patient–provider
communication; 2) respect for patient preferences and shared decision-making; 3) experiences
leading to trust or distrust; 4) experiences of discrimination; and 5) linguistic competency. The
authors review the literature focusing on these domains, summarize the salient issues and current
knowledge, and discuss the policy and research implications. Incorporating patients’ perspectives
on culturally and linguistically appropriate services into current measures of quality will provide
important data and create opportunities for providers and health plans to make improvements.
Support for this research was provided by The Commonwealth Fund. The views presented here
are those of the authors and not necessarily those of The Commonwealth Fund or its directors,
officers, or staff. This report and other Fund publications are available online at www.cmwf.org.
To learn more about new publications when they become available, visit the Fund’s Web site and
register to receive e-mail alerts. Commonwealth Fund pub. no. 963.

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CONTENTS
About the Authors……………………………………………………………………………………………. iv
Acknowledgments …………………………………………………………………………………………….. v
Executive Summary………………………………………………………………………………………….. vi
Introduction ……………………………………………………………………………………………………..1
Methodology…………………………………………………………………………………………………….3
Aspects of Culturally Competent, Patient-Centered Care…………………………………………. 3
Patient–Provider Communication…………………………………………………………………… 3
Shared Decision-Making and Respect for Patient Preferences ……………………………… 7
Experiences Leading to Trust or Distrust ………………………………………………………….. 9
Experiences of Discrimination………………………………………………………………………. 13
Linguistic Competence ……………………………………………………………………………….. 14
Discussion……………………………………………………………………………………………………… 20
Implications ……………………………………………………………………………………………………. 22
Recommendations for Providers and Health Systems ……………………………………….. 22
Recommendations for Applied Research ……………………………………………………….. 23
Incorporating Patients’ Perspectives of Cultural Competence
into Quality Measures …………………………………………………………………………………. 25
Notes……………………………………………………………………………………………………………. 29
LIST OF FIGURES AND TABLES
Figure 1 Conceptual Framework of Culturally Competent Care
from the Patient’s Perspective ………………………………………………………………. 2
Table 1 Comparisons of Diverse Patients’ Health Care Experiences and
Quality of Care Domains Covered by the CAHPS Instruments ……………….. 26
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ABOUT THE AUTHORS
Quyen Ngo-Metzger, M.D., M.P.H., is assistant professor of medicine and director of
Asian health studies at the Center for Health Policy Research at the University of
California, Irvine, and adjunct natural scientist at the RAND Corporation, Santa Monica,
Calif. Her research interests include the health status and health care needs of immigrant
populations. In particular, she is interested in how cultural and linguistic barriers
contribute to health disparities, and in developing interventions to improve chronic
disease management among vulnerable populations. She received her M.D. from the
University of Chicago and her M.P.H. from the Harvard University School of Public Health.
Joseph Telfair, Dr.P.H., M.P.H., M.S.W., is professor of public health research and
practice at the University of North Carolina at Greensboro and senior advisor to the
Center for Cultural Competence at Georgetown University. Dr. Telfair received his dual
M.S.W./M.P.H. from the University of California at Berkeley. He later graduated from
Johns Hopkins University School of Hygiene and Public Health as a Doctor of Public
Health. His expertise and areas of interests include community-based and communityoriented
program evaluation and research; culturally competent research and evaluation;
health practice, research, program evaluation, and policy issues of women, teens and
children with chronic conditions.
Dara H. Sorkin, Ph.D., is assistant professor at the Center for Health Policy Research
at the University of California, Irvine. The focus of her research involves understanding
and promoting social psychological factors that contribute to the effective management of
Type 2 diabetes, particularly among ethnically diverse older adults. Other research interests
include investigating the impact of social relationships on psychological and physical health
in later life. She received her Ph.D. in psychology and social behavior from the University
of California, Irvine.
Beverly Weidmer, M.A., is a survey director in the survey research group at the
RAND Corporation, Santa Monica, Calif. Ms. Weidmer has more than15 years
experience in both quantitative and qualitative survey research methodology, has worked
on numerous studies focusing on racial and ethnic inequalities in access to care, and has
considerable experience working with immigrant and minority populations. Ms. Weidmer
is experienced in all aspects of survey design and management, survey operations,
instrument design methods, and has special expertise in community-based, participatory
research and in working with difficult-to-reach populations. She received her M.A. from
the University of Texas, Austin.
v
Robert Weech-Maldonado, M.B.A., Ph.D., is associate professor of health services
research, management, and policy at the College of Public Health and Health Professions,
University of Florida. His research examines the impact of organizational and market
factors on access, quality, and costs of care for vulnerable populations, particularly the
elderly and racial/ethnic minorities. Dr. Weech-Maldonado and colleagues were the
recipients of the 1999 American College of Health Care Executives Health Management
Research Award for their study on diversity management of hospitals in Pennsylvania. He
received his M.B.A. from the University of Puerto Rico and his Ph.D. in business
administration from Temple University.
Margarita Hurtado, Ph.D., M.H.S., is principal research scientist at the American
Institutes for Research in Silver Spring, Md. Her research focuses on quality of care
measurement and improvement, survey and evaluation research, and health
communication research. She has a special interest in Latino health and health care for
underserved communities. Dr. Hurtado received her Ph.D. in health services research
from the Johns Hopkins University School of Hygiene and Public Health, as well as an
M.H.S. in international health and an M.A. in international relations.
Ron D. Hays, Ph.D., is professor of medicine in the division of general internal
medicine and health services research at the University of California, Los Angeles, and
senior behavioral scientist at the RAND Corporation in Santa Monica, Calif. He received
his Ph.D. from the University of California, Riverside.
ACKNOWLEDGMENTS
The authors would like to express their gratitude to Anne Beal, senior program officer at
The Commonwealth Fund, and Laurin Mayeno for their valuable assistance in reviewing
the drafts of this document and to Disa Lubker and Michelle Nguyen for their
administrative support.
Editorial support was provided by Martha Hostetter.
vi
EXECUTIVE SUMMARY
Noteworthy problems with access to health care and poor health outcomes among
racial and ethnic minorities have been documented. Provision of “culturally competent”
medical care is one of the strategies advocated for reducing or eliminating racial and ethnic
health disparities. Cultural competence has been defined by the Office of Minority Health
as “a set of congruent behaviors, attitudes, and policies that come together in a system,
agency, or among professionals that enables effective work in cross-cultural situations.”
This report examines culturally competent care from the patient’s perspective, explores
methods for assessing culturally competent care, and identifies areas for further research. In
particular, the authors sought to:
• develop a conceptual framework that identifies domains of culturally
competent care from the patient’s perspective;
• review the literature focusing on these domains;
• summarize the salient issues and current knowledge; and
• discuss the policy and research implications.
Aspects of Culturally Competent Care from the Patient’s Perspective
Patient–provider communication. Patient–provider communication can be affected by
such factors as differences in verbal and non-verbal communication styles and explanatory
models of illness. Minority patients and individuals from lower socioeconomic
backgrounds tend to receive less health-related information from their providers compared
with non-minorities and individuals from higher socioeconomic backgrounds. Lack of
patient–provider communication about the use of complementary and alternative medical
practices is also a noteworthy problem.
• Provider/health system recommendations: The authors recommend that health
care providers and health systems continually monitor their patient populations
through quantitative and qualitative data collection methods. Specifically, data
collection should include patients’ race or ethnicity, socioeconomic status, English
language skills, and preferred language or language spoken at home. Intake forms
should be modified to include questions that measure health literacy, English
proficiency, language spoken at home, and use of complementary and alternative
medical practices.
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• Applied research recommendations: Research is needed to examine factors that
influence patient–provider interactions among diverse racial/ethnic groups.
Further research is needed to investigate the roles that patient navigators/coaches,
community health workers, parish nurses, interpreters, and case managers can play
in influencing patient–provider communication.
Shared decision-making and respect for patient preferences. Patient-centered care requires
effective patient–provider partnerships, including shared decision-making among
providers, patients, and families. Providers should work with patients to select treatments
that take into account patients’ health-related values, weighing available treatment options
and patient preferences. Current research shows that minority and low-income
populations are more likely than white or higher-income patients to feel disenfranchised
in the decision-making process and perceive a lack of respect for their preferences. In
addition, studies have found that patients who make frequent use of complementary or
alternative medicine often feel that providers do not respect their decision to use such
therapies instead of (or in addition to) conventional medicine.
• Provider/health system recommendations: The authors recommend that providers
investigate patients’ explanatory models of common diseases and their healthrelated
values and preferences (e.g., why a patient thinks he has lung cancer and
how he wants to involve his family in end-of-life decisions). At the systems level,
policies should aim to democratize decision-making processes among patients,
their families, and providers. Additionally, policies are needed to recognize
patients’ rights to use alternative therapy or community-based programs in addition
to conventional medical facilities.
• Applied research recommendations: Research is needed to investigate the
association between patients and providers’ race/ethnicity and their treatment
preferences. It is also important to examine what happens when patients and
providers disagree on treatment options. More research is needed to determine
how patients’ disclosure of their use of complementary or alternative medicine
affects patient–provider interactions. Finally, research is needed to examine the use
of lay health workers or other “cultural communicators” as facilitators. Cultural
communicators observe the doctor–client interaction and help the health care
provider and client understand each other.
Experiences leading to trust or distrust. Only a few studies have looked at the
underlying causes of patient dissatisfaction and distrust of providers among racial and
ethnic minorities. The existing studies consist mainly of small, qualitative investigations of
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special populations. Current research indicates that minority patients who have raceconcordant
providers report higher levels of satisfaction with their care and lower levels
of distrust.
• Provider/health system recommendations: It is important to evaluate the factors
that affect patients’ trust in their providers. Such factors may differ by racial/
ethnic populations as well as socioeconomic and insurance status. Providers should
seek to develop open channels of communication and empower patients
to speak up about issues affecting their trust.
• Applied research recommendations: Further research is needed to understand
why some patients prefer to be race concordant with their providers, and to
gauge the effects of racial concordance on access to care, quality of care, and health
outcomes. Research is also needed to explore and understand the root causes of
distrust in providers, particularly among Latino and African American patients, for
which studies conducted in different health care settings have
yielded contradictory results. Finally, there is a need to explore whether differences
in levels of trust of providers among racial and ethnic minorities, compared with
whites, result from past experiences with the medical system
or varying expectations.
Experiences of discrimination. Compared with white patients, racial and ethnic
minorities perceive more instances of racism in the medical care system, tend to be less
satisfied with their health care, and have higher levels of distrust in their health care
providers. The reasons for these perceptions have not been definitively determined.
Research on the role of racial bias or discrimination in the practice and delivery of health
care is needed, as are valid measures for use in large-scale, population-based studies of the
causes and health effects of perceived discrimination.
• Provider/health system recommendations: Providers need to be aware that racial
and ethnic minority patients might perceive discrimination or bias in the health
care system. Specific complaints of discrimination should be investigated and
structural, system-wide changes and improvements should be sought. Patients
should be given opportunities to voice their concerns about discrimination.
• Applied research recommendations: More research is needed to determine the
placement of responsibility (e.g., on providers, staff, or others) for discrimination in
health care settings and the characteristics (of patients or of the providers/staff
members) that are most associated with incidents of bias. In addition,
ix
understanding the consequences of perceived discrimination or bias on health is an
important next step for future research.
Linguistic competence. Compared with English-speaking patients and those with
higher levels of health literacy, limited English proficiency (LEP) patients and those with
low health literacy are less likely to use health care services and adhere to medical
regiments and more likely to have worse health outcomes. Linguistic competence includes
communication strategies for LEP individuals and those with low health literacy. Language
concordance between patients and providers is the most effective strategy to improve
communication and health outcomes for LEP patients, though the use of professional
interpreters can also be effective. Still, the majority of LEP patients lack access to trained
interpreters. There are also effective techniques for communicating with patients with low
health literacy.
• Provider/health system recommendations: The Joint Commission on
Accreditation of Healthcare Organizations (JCAHO) and National Committee for
Quality Assurance (NCQA) should require hospitals and health plans to collect
data on their patients’ health literacy and English proficiency as part of the
accreditation process. Insurers and policymakers should provide incentives for
health care providers to improve services that specifically target patients who have
low health literacy or limited English proficiency. Providers and health care
systems should avoid the use of ad-hoc interpreters to communicate with LEP
patients, and instead rely on trained bilingual staff and professional interpreters.
Health plans and providers must monitor and assess the quality of interpreter
services. Finally, medical schools and other health professional schools should
incorporate issues pertaining to communication with patients who have low health
literacy and/or LEP into their curricula. Medical schools should seek to increase
recruitment and retention of bilingual students.
• Applied research recommendations: Further research is needed to assess the impact
of various communication strategies for low health literacy patients, considering
effects on health-related knowledge, compliance with care regimens, and health
outcomes. More research on the mechanisms through which low health literacy
and LEP may affect health outcomes is also needed. Finally, it is important to
consider the implications for the health care system of patients who have both low
health literacy and LEP.
Patient–provider communication, shared decision-making, and trust affect the
quality of care of all patients, not just racial/ethnic minorities or those with low
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socioeconomic status. However, problems in these areas of patient-centered care
disproportionately affect vulnerable populations. Incorporating patients’ perspectives on
culturally and linguistically appropriate services into current measures of quality
will provide important data and create opportunities for providers and health plans to
make improvements.
1
CULTURAL COMPETENCY AND QUALITY OF CARE:
OBTAINING THE PATIENT’S PERSPECTIVE
INTRODUCTION
Ample research has documented the existence of significant racial and ethnic disparities in
access to health care, as well as poorer outcomes and health status among racial and ethnic
minorities.1 Various studies have looked at the causes of these disparities and
recommended strategies for reducing or eliminating them. Among the strategies advocated
is the provision of “culturally competent” medical care. The Office of Minority Health,
using the definition developed by Cross and colleagues, has defined cultural and linguistic
competence as “a set of congruent behaviors, attitudes, and policies that come together in
a system, agency, or among professionals that enables effective work in cross-cultural
situations.”2 Although there has been much discussion in the medical, research, and public
health communities about “culturally competent care,” little is known about how to
accurately measure it.
In recent years, a “patient-centered” approach to the process and delivery of health
care has been identified as crucial to providing culturally competent medical care. The
Institute of Medicine defines patient-centered care as “care that is respectful of and
responsive to individual patient preferences, needs, and values.”3 McWhinney described
patient-centered care as being able to “see through the patient’s eyes.”4 Thus, one
important way to measure the quality of culturally competent care is to obtain patients’
perspectives. Patients experience health care through their interactions with providers and
other staff, and within the context of the health care systems such as health insurance plans
and health care clinics. Patients’ previous experiences and unique characteristics will affect
their views. For example, the perspective of care “through the patient’s eyes” may be
different for an older African American woman from Haiti than for a young, white, non-
Latino male.
This report examines culturally competent care from the patient’s perspective,
explores methods for assessing culturally competent care, and identifies areas for further
research. Figure 1 depicts a conceptual framework for obtaining patients’ perspectives on
culturally competent care. The authors developed this framework based on the conceptual
model of measuring health care quality among diverse populations developed by Bethell
and colleagues.5 Many provider and system factors contribute to culturally competent care;
this report focuses on the overlap between the three circles in Figure 1, which represents
areas of care best measured through patient reports, rather than through provider reports
or other sources.
2
The first two domains in these areas of overlap—patient–provider communication
and respect for patient preferences/shared decision-making—include interactions between
patients and providers: The other three domains—patient experiences leading to trust or
distrust; experiences of discrimination; and linguistic competency—refer to patient–
provider interactions, as well as patients’ interactions with other health care staff and the
health care system overall.
Patients may be the best and perhaps the only source for these types of
information. For example, one study found that Asian immigrants with limited English
proficiency (LEP) reported experiencing discrimination from office staff, including
interpreters, who “looked down” on them because of their limited English language
abilities.6 This type of information would not have been revealed from interviews with
Figure 1. Conceptual Framework of Culturally Competent Care
from the Patient’s Perspective
Patient Factors Provider Factors
Healthcare System Factors
•Access (ability to get appointments quickly, short wait time during visits, etc.)
•Healthcare facilities convenient for community
•Diverse workforce reflecting patient population
•Coordination of care between different providers and health care settings
•Quality improvement environment with continued patient feedback
•Patient/provider
communication
•Respect for patient
preferences/shared
decision-making
•Experiences leading
to trust or distrust
•Experiences of
discrimination
•Linguistic competency
•Race/ethnicity
•Age
•Gender
•Training/specialty
•Experience with
diverse populations
•Language competency
•Communication style
•Religion/spirituality
•Beliefs and values
•Explanatory models
•Race/ethnicity
•Age
•Gender
•Socioeconomic status
(education, income, etc.)
•Health literacy
•Insurance status
•Utilization (time constraints, transportation, etc.)
•Religion/spirituality
•Beliefs and values
•Explanatory models
•Expectations
•English proficiency
3
providers or health care administrators. Thus, the authors determined that these five
domains of culturally competent care should be measured “through the patient’s eyes.”
Other domains of care, such as access and coordination, are important aspects of quality of
care in general. However, because these domains of quality have been extensively
examined as part of “patient-centered” care, they are not examined in this report.
METHODOLOGY
Using the conceptual framework, the authors reviewed the literature addressing these five
domains of care. The authors searched for articles published in English from January 1990
to September 2005, focusing on empirical studies conducted in the United States that
included people of color (African Americans, Latinos, Asians and Pacific Islanders, and
Native Americans).
ASPECTS OF CULTURALLY COMPETENT, PATIENT-CENTERED CARE
Patient–Provider Communication
Some racial/ethnic minority groups and those with lower socioeconomic status have a
high probability of being uninsured, impeding their ability to seek and obtain health
services.7 But even when access to care, diagnosis, and illness severity are the same, some
minorities use health services that require a doctor’s referral at lower rates than whites.
This suggests that barriers to care may emerge in the context of patient–provider
interactions, rather than in accessing providers.8
Indeed, communication during medical interactions plays a central role in
decisions about subsequent interventions, and can influence patient adherence, satisfaction
with care, and health outcomes.9 One goal of the Cultural and Linguistic Access to
Services (CLAS) standards on “Language Access Services,” as derived from the Healthy
People 2010 goals, is to ensure the use of communication strategies to improve health.10
As defined in the Healthy People 2010 and CLAS documents, health communication is
“the use of communication strategies to inform and influence individual and community
decisions that enhance health.”11 This includes efforts to assist patients in reaching their
personal health goals. Better patient–provider communication increases awareness of
health risks and risky behaviors, helps patients make choices by clarifying complicated
issues, and increases the likelihood that patients understand and adhere to complex
treatment regimens.12 The negative impacts of ineffective patient–provider
communication on health may be increased when cultural and linguistic barriers are also
factors. Implementing the CLAS standards is expected to increase demand for appropriate
health services and lower demand for inappropriate services.13
4
A Commonwealth Fund survey conducted in 2001 found that there was a positive
association between physicians’ cultural sensitivity and patient ratings of the quality of
patient–physician interactions (including communication behaviors), regardless of the
patient’s racial/ethnic group.14 However, Asian Americans were less satisfied with care,
more likely to report not being involved in decisions about their care, and less likely to
report the doctor ever talking to them about lifestyle or mental health issues compared
with white patients.15 Another study suggests that some physicians may be more verbally
dominant, engage in less patient-centered communication, and exhibit lower levels of
positive exchanges with African American patients than with white patients.16 The study
did not explore the reasons for these differences, though racism may have played a factor.
Disparities in patient–provider communication. Some racial/ethnic groups and
individuals of lower socioeconomic status are more likely than non-minority individuals
and those of higher socioeconomic status to report poor communication with their
physicians.17 Findings from the Commonwealth Fund’s 2001 Health Care Quality Survey
indicate that, while all demographic groups reported problems with patient–provider
interactions, such difficulties were most pronounced for patients from racial/ethnic
minority groups as well as populations with low education levels, low health literacy, and
low incomes.18 Differences in communication styles and explanatory models of illness and
disease can affect patient–provider communication.
Differences in communication styles. Patient–provider communication styles can be
broadly grouped into verbal and non-verbal behaviors. As defined in the literature,
“verbal” health communication includes providing directions, giving information, asking
for clarification, showing concern, offering reassurance, talking socially, and establishing
agreement. “Non-verbal” communications includes body language, including facial
expressions and gestures designed to convey information and feelings such as happiness
and distress.
Communication works in two directions. More expressive patients seem to fair
better with Western providers than those that tend to be less expressive. Both verbal and
non-verbal interactions can be affected by expressiveness, a trait that is influenced both by
the patient’s individual personality and his cultural background. Street et al. found that
physicians’ dispensing of information was influenced by patients’ communication styles,
such as whether they asked questions or were otherwise expressive.19 Research has also
found that some physicians give more information to particular types of patients: for
example, more educated patients receive more diagnostic and health information than
their less-educated counterparts.20
5
Strategies to encourage patients to express themselves have been shown to
strengthen patient–provider communication. In a study of women with HIV/AIDS from
various minority groups, patients involved in activities to encourage participation in
decision-making about their care reported higher levels of communication with their
providers and received more information and had more positive interactions than those
who were not involved in such activities.21 In another study, Krupat and colleagues
showed that assertive behavior among black patients and those with low socioeconomic
status—but not among whites or those with low socioeconomic status—resulted in a
greater likelihood that physicians would order full tumor staging for women seeking care
for breast cancer.22
Examining the issue of communications from patients’ perspectives can yield
insights into how different groups value the different aspects of medical interactions.
African American, Latino, and Asian patients rated providers’ displays of “concern,
courtesy, and respect” as the most important factor in the health interactions.23 Physicians’
non-verbal and interpersonal communication behaviors related to empathy and
establishing rapport were found to be more important to minority patients compared with
white patients than the verbal transmission of health-related information.24 In separate
studies based on the Commonwealth Fund 2001 Health Care Quality Survey, both Ngo-
Metzger and Saha found that listening and spending adequate time were especially
important aspects of health interactions for Asian and Latino patients.25 In another study,
Latinos were more likely than other racial groups to mention accessibility and availability
as being important, while Asians and Pacific Islanders were more likely to mention that
physicians ordering tests and giving appropriate referrals was important.26 In contrast,
African Americans cited participating in decision-making and building a trusting
relationship with providers as the most important aspects of provider–patient
interactions.27
Discrepancies between patient and provider explanatory models of illness and disease.
Patient–provider communication involves the use of meaningful language and gestures by
providers to elicit a patient’s explanatory model of illness and arrive at a common
understanding.28 This approach to the construction of the meaning of health problems and
concerns has been labeled the “explanatory model” by Kleinman and defined as “notions
about episodes of sickness and its treatment that are employed by all those engaged in the
clinical process.”29 From a Western medical perspective, disease is the objective, measurable
pathophysiology that creates the illness, which is the meaning of the disease to the individual
and his or her social group.30
6
Discrepancies between a patient’s and a provider’s explanatory models of illness
and disease can lead to miscommunication. People who become ill, after self-treatment and
home remedies, make choices about what to do next (e.g., whether to consult popular, folk,
or professional sectors for additional assistance) based on their own assessment of their health
needs. Individuals may choose to seek advice or treatment from relatives (e.g., for routine or
familiar conditions), sacred folk healers (e.g., for spiritual or moral matters in which their
expertise is required), and/or physicians or nurses (e.g., for serious biomedical conditions).
People may act on one or more of these choices. For example, a state of illness perceived as
divine retribution for a dishonest act may be treated with prayer and repentance alone, or
may be treated with prayer together with medication prescribed by a physician.
Physicians, patients, and their families have explanatory models to guide them in
making choices about illnesses and treatments and give personal and social meaning to their
health experiences. Most providers trained in Western biomedicine belong to a biomedical
culture in which diseases are natural, mechanistic errors, correctable by repairing organs or
manipulating chemical pathways.31 In Western biomedicine, “disease” has no spiritual or
metaphysical causes, though some diseases (such as sexually transmitted diseases) may have
moral undertones related to risky behaviors. In contrast, patients from non-Western or
indigenous cultures may understand their illnesses differently, and the separation of mind,
body, and spirit characteristic of Western biomedicine may be difficult for such patients to
accept.32 For some patients, the meaning of illness may include natural explanations (such as
a fall that breaks a bone), supernatural (God’s will or malevolent spirits), or metaphysical (such
as bad airs or seasonal changes).33 Miscommunication may occur when providers view the
biomedical view of disease as the “right way” and discount the patient’s perspective on his or
her illness. When a provider and patient understand each other’s explanatory models of
disease and illness, negotiations for shared decision-making can take place in an atmosphere
of mutual respect rather than frustration and misunderstanding.34
Lack of communication about complementary and alternative medical practices.
Complementary and alternative medicine (CAM) refers to diverse practices and products
that are not currently considered part of conventional medicine.35 The use of CAM has
increased in the last two decades. It is estimated that a racially and ethnically diverse group
of 36 to 42 percent of the U.S. population used CAM in 2003, representing about $27
billion in out-of-pocket spending.36 An estimated 26 percent of African Americans, 28
percent of Hispanics, 36 percent of non-Hispanic whites, and 43 percent of Asian
Americans use CAM.37
7
The prevalence of CAM use among different racial/ethnic groups varies depending
on the definition used.38 For example, if the definition is expanded to include prayers for
one’s own health and megavitamins (high-dose vitamins), then approximately 60 percent
of whites, Asians, and Latinos and 71 percent of African Americans use CAM.39
Despite a steady increase in use of alternative therapies, there has been little change
in the rate of patients’ disclosure of CAM usage to their providers.40 It is important for
patients to discuss their use of CAM with their medical practitioners. Some therapies, such
as herbal or vitamin therapies, may cause adverse events or interfere with medical
regimens. Furthermore, knowledge of patients’ CAM practices can provide valuable
insight into patients’ values, lifestyles, and health beliefs, which may, in turn, assist
practitioners in providing optimum care.41 Yet, in a national survey of U.S. adults, 70
percent of patients who used CAM reported that their providers did not discuss CAM use
with them.42
Communication and patient-centered care. Effective patient–provider communication is
crucial to the health outcomes of patients, yet some demographic groups disproportionately
experience communication breakdowns. These problems may be partially explained by
differences in communication styles, explanatory models of illness, and views of conventional
Western medicine versus CAM.43 However, little is known about the types of interventions
that can help to bridge these communication gaps and improve patient–provider interactions.
Relationships between providers and patients are central to patient-centered care,
which is based on partnerships among clinicians, patients, and their families and takes into
account patients’ needs and preferences.44 This is furthered when patients receive
information that is easy to understand, when providers are aware of potential communication
challenges, and when care is provided with respect for patients’ explanatory models, social
environment, family context, and cultural beliefs and practices.45
Shared Decision-Making and Respect for Patient Preferences
The Institute of Medicine encourages providers to respect patients’ preferences and
promote their active participation in clinical decision-making to the extent that patients’
feel comfortable and are willing to take part. Patients may participate in their care in a
variety of ways, including having meaningful discussions about their preferences, knowing
all of the available options, and making final decisions about treatment. Patients who are
active participants in their care have been shown to have improved health outcomes,
including lower levels of blood pressure and blood glucose.46
8
Many people of color and those with lower socioeconomic status report problems
with shared decision-making and respect for their preferences.47 These individuals are
more likely than white patients and those of higher socioeconomic status to perceive a
lack of mutual trust and respect between them and their providers.48 Lack of mutual trust
and respect may limit clinicians’ ability to provide care and patients’ willingness to follow
clinicians’ advice. This can lower the quality of care and lead to increased morbidity and
mortality. Ideally, in shared decision-making, a provider helps a patient translate their
values into treatment decisions. Patients and providers collaboratively rank health-related
values as they pertain to the decisions at hand, weighing available treatments against
patient preferences.
A recent report by the Agency for Healthcare Research and Quality found that
“blacks, Asians, Hispanics, and low income populations are more likely to feel
disenfranchised in the decision-making process.”49 In a national survey, nearly one of four
people reported that they were not as involved in health care decisions as they would like.
Compared with whites, African Americans and Asians more frequently reported underinvolvement
in the health care decision-making process (e.g., 22% of whites, versus 27%
of African Americans and 42% of Asians reported that they were “not as involved as they
would like to have been”). Similarly, Latinos were more likely than non-Latino whites to
report feeling disenfranchised (34% vs. 21%), and low-income populations were more
likely than higher-income populations to report this (30% vs. 20%).50 In another study,
more African American patients reported that their visits with physicians were less
participatory than did whites.51
Roter et al. used audiotape analysis of 537 interactions to explore the relationships
between primary care doctors and their patients.52 A key finding of the study was that
African American and low-income patients were approached by their physicians in a
narrowly biomedical pattern of communication (e.g., one that precluded psychosocial
discussions and shared decision-making), compared with other patient groups. The reasons
for this are unclear, although provider bias and stereotyping may be part of
the explanation.53
Shared decision-making and CAM use. An important component of respect for
patient preferences is respect for their explanatory models of illness. As mentioned
previously, many patients choose to use CAM in addition to conventional Western
medicine. In a study among cancer patients, 35 percent of patients’ attempts to initiate
discussions about CAM were ignored by their providers.54 In another study that included
Latino patients, providers asked questions about the use of alternative therapies during
only 3 percent of discussions.55 To many patients, this lack of communication signified
9
disinterest on the part of their providers. Patients also worried that their providers may be
unsupportive of CAM use, or try to persuade them not to use CAM.56 Some patients
feared that their providers might emphasize the need for scientific evidence. Or, when
attempting to discuss CAM with their providers, patients feared they would become
overwhelmed by the statistics and data demanded by the provider.57
As discussed above, effective communication about CAM use is especially crucial
for patients who take herbs or vitamins that can interact with prescription medications.58
Patients are more likely to discuss CAM with their providers if they are confident that
their preferences will be respected. Showing respect for patient’s preferences should lead
to a more effective relationship and potentially better health outcomes.59 However, this
assumption has not been tested and is an important area of future research.
Experiences Leading to Trust or Distrust
Patients who perceive positive characteristics in their providers (such as being thorough,
understanding, responsive, and respectful) are more likely to seek treatment and heed
medical advice.60 Patients with higher levels of trust report improved satisfaction in the
patient–provider relationship and patients with lower levels of trust report lower levels of
satisfaction.61 A study by Thom et al. found that patients with low levels of trust in their
providers were substantially less likely than those with higher levels to report that they
intended to adhere to their physician’s advice, and more likely to say they did not receive
the services they requested or needed.62 When providers deny patients’ requests for tests or
treatment, patients’ trust in their physicians may be eroded.63 Bell et al. found that patients
who felt their expectations for care had not been met reported less satisfaction with their
visits, less improvement in their health conditions, and weaker intentions to adhere to
treatment, compared with patients who felt their expectations had been met.64
Collaboration and satisfaction in patient–provider relationships are associated with patients’
participation in their care, fewer appointment cancellations and no-shows, and improved
outcomes.65
Racial and ethnic differences in patient trust. Several recent studies found low levels of
patient trust and satisfaction among racial and ethnic minorities.66 In a study of the
foundations of mistrust in physicians, Schnittker found that people of lower
socioeconomic status and members of racial and ethnic minorities said their physicians
were less responsive and they were less trusting of their physicians compared with those of
higher socioeconomic status and non-minority patients. In a study by LaVeist et al., both
African American and white patients reported substantial mistrust of the medical system,
yet African Americans were significantly more likely than white patients to report mistrust
10
across all measures. In this study, African American patients were more likely than
whites to report racial discrimination as playing a factor in access to care. Those who
perceived more racism and felt more mistrust of the medical system reported less
satisfaction with care.
Using data from a nationally representative sample of adults, Hunt et al. found that
the restrictiveness of an individual’s health plan did not explain why some minority groups
were less satisfied with their care.67 African Americans and Latinos were less trusting and
less satisfied with their physicians than whites regardless of their health plan characteristics.
Other studies have found that Latinos and African Americans were less satisfied than
whites were with their care and health plans. Weech-Maldonado et al. also found that
Asians and Pacific Islanders had lower levels of satisfaction with their care and health plans
than did whites.68 In a study looking at patients’ preferences for initial care by specialists,
Wong et al. found that blacks and Asian patients had the least trust and the lowest ratings
of specialists and were much less likely to prefer a specialist than were whites.69
Only a few studies have looked at the underlying causes of patient dissatisfaction
and mistrust, particularly among racial and ethnic minorities.
Organizational factors that affect patient trust. Some studies consider how the
organization and delivery of medical care affect patient–provider relationships and patient
trust and satisfaction. One study found a significant decline in the quality of patient–
physician interactions between 1998 and 2000, as reported by Medicare beneficiaries.70
Respondents reported “less thorough discussions about their problems and symptoms,
greater difficulty reaching their doctor by phone for medical advice and in seeing the
doctor when sick, and interpersonal treatment that felt less caring and more rushed.” A
study of low-income, mostly African American women demonstrated that primary care
offices that were accessible (e.g., through long hours, short waiting times for
appointments, easy telephone contacts, and ample time for individual appointments) and
offered continuous and coordinated care (by assigning patients to the same clinicians and
helping to coordinate specialty services) were associated with strong patient–provider
relationships. Respondents who described their delivery sites as accessible and as ones that
offered continuous and coordinated care were more likely than those who did not to say
they had high levels of trust in their physicians.71
Hsu et al. found that patients who were allowed to select their primary care
providers (PCPs) were more likely to retain their providers after one year and reported
greater overall satisfaction with them, compared with patients who did not have such a
11
choice.72 In addition, patients who were allowed to choose their providers were more
likely than those who were not allowed to do so to: follow their providers’ advice, say
their provider offered the best medical care, believe their provider thought the same way
as they did, and believe their provider was well qualified and knew them well. Such
patients also reported that their PCP created less of a barrier to obtaining care with
specialists or prescription medications.
Hunt et al. found evidence that enrollment in a tightly managed health
maintenance organization (HMO) was significantly associated with patients’ reporting
lower levels of trust in their physicians, compared with enrollment in a preferred provider
organization (PPO).73 The researchers also found that enrollment in a capitated HMO
plan was significantly associated with lower levels of patient satisfaction, compared with a
PPO plan. These findings are important, because racial and ethnic minorities are more
likely than whites to be enrolled in restrictive, tightly managed health care plans.74
Patient trust and health care utilization. The literature exploring the causes of patient
mistrust among racial and ethnic minorities includes primarily small, qualitative studies of
special populations. Nevertheless, these studies provide some insight into the factors that
increase or decrease patient trust among racial and ethnic minorities, and the effects of trust
on patient satisfaction and health care utilization.75 A study of low-income, mostly minority,
prenatal and postpartum women found that patient trust is closely associated with a provider’s
behaviors. This study found that patients’ perceptions of a provider’s competence were
closely associated with their interpersonal skills and expressions of caring.76 Three
qualitative studies of battered, minority women point to the importance of providers’
interpersonal skills in promoting positive relationships with their patients, and to the role
of trust in encouraging women to seek help to address their partners’ violence.77 In
particular, study participants identified provider behaviors such as compassion,
understanding, accessibility, confidentiality, shared decision-making, and communication
as adding to patient trust in providers and encouraging them to seek help for abuse.
Patient preferences, racial concordance, and trust. Studies show that racial and ethnic
disparities in care can be partially explained by minority patients’ preferences for care.
Some studies found that African Americans are less likely than white patients to prefer
certain treatments such as renal transplantation or invasive cardiac procedures.78 In a study
of patients’ preferences for initial care, Wong et al. found that African Americans and
Asians were less likely than whites to prefer initial care by a specialist in both hypothetical
situations (i.e., when presented with a hypothetical scenario) and when asked about actual
health problems. In addition, patients who were older and had more confidence in their
12
PCPs were less likely than younger patients or those with less confidence in their PCPs to
prefer initial treatment by specialists.79
In a study of doctor–patient racial concordance, Laveist and Nuru-Jeter found that
respondents from various racial/ethnic groups, when given a choice among physicians,
were more likely to select a physician of their own race or ethnicity than to select a
physician of a different race/ethnicity.80 Respondents who had physicians of the same
race/ethnicity reported greater satisfaction with their physicians compared with
respondents who were not race concordant with their physicians. This was true across
racial and ethnic groups. The study did investigate why patients tend to choose a physician
of their own race/ethnicity or whether racial concordance was associated with higher
levels of patient trust.
In a study of racial concordance between HIV-positive patients and their providers,
King et al. found that African American patients of white providers received protease
inhibitors much later than did white patients of white providers or African American
patients of African American providers.81 This study did not provide sufficient information
to explain this difference. While it is possible that varying treatment times were the result
of provider discrimination, it is also possible that lower levels of trust and satisfaction
among African American patients in racially discordant patient–physician relationships
influenced their willingness to try new therapies. Further research is needed to understand
why patients prefer providers of the same race or ethnicity and to explore the effects of
such racial concordance on access to care, quality of care, and health outcomes.
In addition, further research is needed to explore the root causes of Asian, Latino,
and African American patients’ mistrust of physicians. In addition, research is needed to
better understand the degree to which patient mistrust is provider-driven (e.g., through
discrimination or bias), structural (e.g., due to the organization and delivery of health
care), or patient-driven (e.g. due to patient expectations and health beliefs). Furthermore,
research is needed to explore whether differences in levels of trust among racial and ethnic
minorities, compared with whites, could result from inadequate measures (e.g., poor
translations or measures that are not culturally appropriate). Future studies should evaluate
existing measures of patient trust and should be conducted in languages other than English
and should explore the associations among age, education, socioeconomic status,
acculturation, and patient trust among racial and ethnic minorities. A better understanding
of the root causes of patient mistrust is crucial to developing strategies to increase trust and
thereby improve health outcomes.
13
Experiences of Discrimination
While research uncovers inequalities in terms of access to and availability of health services
as well as care among racial and ethnic minorities, compared with white patients, the
reasons for these inequalities have not been definitively determined. For example, there is
a large body of literature documenting racial differences in the treatment of cardiovascular
disease.82 Other studies have found racial differences in rates of lung cancer surgery and
immunizations.83 In addition, greater morbidity and mortality from HIV have been
observed among African American patients than whites.84 Some studies have found that
racial and ethnic minorities perceive more racism in the medical care system and tend to
be less satisfied with their health care and their health care providers than white patients.85
As described above, patients’ attitudes toward health providers and health care institutions
affect their willingness to seek medical care, undergo treatments, and adhere to
recommended care.86
While some studies have speculated that racial bias or discrimination in the practice
and delivery of health care is at least partly responsible for racial and ethnic health
disparities, more research on this issue is needed.87,88,89 In particular, further research is
needed to improve our understanding of the consequences of discrimination (or perceived
discrimination) for patients’ health. Some studies have found that perceived discrimination
is associated with negative health outcomes, in addition to lower health care satisfaction
and treatment adherence. For example, Thornburn et al. found that many HIV-positive
patients have experienced discrimination in getting treatment for HIV, and that such
racially and socioeconomically based discrimination was associated with higher rates of
depression and post-traumatic stress symptoms, greater severity of AIDS-related symptoms,
and lower perceived general health.90 However, too few studies have looked at this issue,
and existing studies are limited by small sample sizes, cross-sectional designs, and the use of
discrimination measures that have not been adequately evaluated.
To explore the health effects of perceived discrimination, studies need reliable and
valid measures that can be feasibly used in large-scale, population-based studies. Krieger et
al. set out to fill this gap by investigating the psychometric properties of a short self-report
instrument called the “Experiences of Discrimination” (EOD) measure.91 In this study, the
EOD was tested on a sample of black, Latino, and white adults in the Boston area. The
results yielded evidence in favor of the reliability and validity of the nine-item EOD scale
and showed that single-item discrimination measures were less reliable than, and had low
correlations with, multi-item measures. These findings provide support for use of the
EOD to assess perceived discrimination among African Americans and Latinos.
14
The Consumer Assessment of Healthcare Providers and Systems (CAHPS) surveys
are designed to assess patients’ health care experiences in a variety of settings.92 A six-item
measure of perceived discrimination adapted from items used in the Commonwealth Fund
2001 Health Care Quality Survey was evaluated as part of a field test of the CAHPS
American Indian survey conducted in 2005.93 Analyses were conducted to examine survey
response rates, items missing data, and the reliability and validity of the survey. The overall
survey findings are encouraging in terms of the quality of the data collected, and
psychometric analyses provided strong support for the reliability and validity of the survey,
but the discrimination items did not coalesce into a homogenous scale (item-scale
correlations tended to be low).94
Linguistic Competence
The National Center for Cultural Competence defines linguistic competence as:
The capacity of an organization and its personnel to communicate effectively,
and convey information in a manner that is easily understood by diverse
audiences including persons of limited English proficiency, those who have
low literacy skills or are not literate, and individuals with disabilities.95
Racial and ethnic minorities are disproportionately affected by communication barriers
associated with LEP and low health literacy.
Health literacy. Healthy People 2010 defines health literacy as the “degree to which
individuals can obtain, process, and understand the basic health information and services
they need to make appropriate health decisions.”96 Health literacy is not limited to reading
and writing; it also includes speaking and listening skills. As such, people with low health
literacy tend to have problems with both written and oral communication.97
According to the 1992 National Adult Literacy Survey, half of U.S. adults have
limited or low literacy skills.98 In a meta-analysis of studies on health literacy, Paasche-
Orlow et al. found that the prevalence of low and marginal health literacy was 46 percent.
Low health literacy was significantly associated with level of education, ethnicity, and age.99
Individuals with low health literacy are less likely than those with adequate health
literacy to understand their disease, possess skills to manage their own conditions, and use
preventive health care services.100 In addition, individuals with low health literacy have
lower rates of adherence to recommended treatments, are more prone to experience medication
errors, and are more likely to have poorer health status and worse health outcomes.101
15
The mechanisms by which poor health literacy affects health outcomes are not
clear.102 However, it is likely that poor patient–provider communication may be a
mediating factor. Research has generally found that individuals with low health literacy
have more difficulties understanding health information.103 Schillinger et al. found that,
compared with diabetic patients with adequate health literacy, diabetic patients with low
health literacy were more likely to report worse communication in the domains of general
clarity, explanation of conditions, and explanation of processes of care.104 Communication
barriers can affect all aspects of health care encounters, from history-taking to explaining
diagnoses and treatments.
Physicians’ use of medical terms and the speed with which they transmit
information may cause communication problems. Such problems may be exacerbated by
the fact that patients with low health literacy tend to have passive communication styles.105
Patients with low health literacy may be hesitant to disclose their problems to their
providers or unwilling to admit they do not understand their physicians. Furthermore,
they may lack the vocabulary to phrase their questions.106 Communication barriers may
arise when individuals with low health literacy attempt to understand medical forms and
instructions, which are usually written at high school reading level or higher.107 This
includes informed consent and insurance forms, prescription labels, and medication
package inserts.
Such communication problems may be exacerbated by the current health care
environment, in which physicians have little time for providing information or
explanations. Indeed, the American Medical Association concluded that “physicians are
not successful in communicating essential health care information to their patients,
particularly to those with inadequate health literacy.”108 Often, providers are unaware of
the communication needs of their patients and do not tailor their communication styles to
fit patients’ needs.109 Providers should be encouraged to look for clues of limited literacy
skills. For example, patients may make excuses to avoid reading something (e.g., they have
forgotten their reading glasses or will read it when they get home), fill out forms
incompletely or inaccurately, or bring family members along to office visits.110
Although educational level can be a marker for low literacy, it is not strongly
correlated with literacy skills.111 Therefore, it is recommended that providers formally
assess the health literacy of their patients. Common instruments to assess literacy levels
include the Rapid Estimate of Adult Literacy in Medicine, the Test of Functional Health
Literacy in Adults (TOFHLA), a shortened version of TOFHLA, and the Wide Range
Achievement Test (WRAT).112 The only health literacy measure for Spanish-speaking
16
patients that has been evaluated psychometrically is the TOFHLA, and further research is
needed to evaluate the performance of the shortened version of TOFHLA among Spanish
speakers.113 Research is also needed to evaluate these health literacy assessments among
other non-English speakers, especially Asians.
Several strategies have been suggested as ways for providers to improve their oral
and written communication with patients who have low health literacy, as follows: 114
• Reduce the content of discussions to what patients really needs to know; for
example, discussing how to manage a chronic disease as opposed to the disease’s
pathophysiology.
• Avoid use of medical jargon and instead, use commonly understood words.
• Use audiovisual aids to supplement oral and written instructions, such as diagrams
and pictures or short audio or videotaped instructions.
• Include interactive instructions by making patients do, write, say, or show
something to demonstrate their understanding. For example, ask patients to “teach
back” by repeating or restating the instructions as the patient might tell a friend.
• Test the readability of educational materials. Write materials at a sixth-grade
reading level or lower.
• Pretest materials to evaluate whether they are suitable for the intended audience.
Most studies examining the effectiveness of such communication strategies have
focused on their impact on patients’ knowledge, health behavior, biochemical markers,
measures of disease incidence, and use of preventive services.115 To date there have been
no studies examining the impact of communication strategies on health care service use or
health outcomes. The authors’ literature review found only five studies that used a
controlled research design to assess the impact of communication strategies by literacy
level, and these were limited to studying knowledge outcomes. For example, Michielutte
et al. compared the effects on patients’ knowledge of an illustrated brochure on cervical
cancer and a brochure using bulleted text only. The study found that patients with low
health literacy scores understood the illustrated materials better than the text-only
version.116
Limited English proficiency. According to the 2000 census, approximately 47 million
people in the U.S. speak a language other than English at home and over 21 million are
limited English proficient (LEP)—the term used by the U.S. Department of Health and
17
Human Services Office of Civil Rights to refer to people that have poor or no English
skills.117 Previous research has shown that LEP patients have worse access to care and give
poorer ratings of their care than English-speaking patients.118 Strategies used to surmount
language barriers include: bilingual providers who are proficient in the patient’s language
(often referred to as language-concordant encounters); in-person, third-party
interpretation, using dedicated, trained professional interpreters or ad-hoc interpreters,
such as patient’s family members, friends, or clinic staff; and remote, third-party
interpretation using technology.119
A nationally representative survey in 2001 found that only 49 percent of Hispanic
adults who said they needed medical interpretation always or usually got an interpreter.120
Of those who used an interpreter, 55 percent of patients worked with an ad-hoc staff
interpreter, 43 percent relied on a family member or friend, and only 1 percent had a
trained, dedicated medical interpreter. A 2003 survey in California found that, among
non-English-speaking patients who did not have a doctor who spoke their native
language, most (56%) did not rely on interpreters but rather did “the best they can in
English.”121 Only 9 percent had professional interpreters, while 15 percent used ad-hoc
interpreters and 19 percent depended on family members or friends for translation.
Language-concordant encounters. Language-concordant encounters result in better
communication, interpersonal processes, and health outcomes than language-discordant
encounters. Bilingual providers who can speak directly to their patients may develop
better rapport with them.122 Seijo et al. found that Spanish-speaking patients who saw
bilingual physicians asked more questions and had greater information recall of their
physician’s diagnosis, treatment, and recommendations than Spanish-speaking patients
who saw a monolingual (English-speaking) physician.123 Wilson et al. found that, among a
multilingual population, LEP patients with language-discordant physicians were more
likely to report problems understanding a medical situation than LEP patients with
language-concordant physicians.124 Finally, Perez-Stable et al. found that patients with
diabetes and hypertension reported better health outcomes when their physician spoke
their native language.125 One limitation of these studies was that, when considering
language-discordant encounters, they did not differentiate between interpreted and noninterpreted
encounters.
Studies comparing language-concordant encounters with interpreted encounters
have shown that patients in language-concordant encounters have better experiences with
care. For example, studies indicate that language-concordant encounters can result in
patients having a better understanding of their condition.126 Compared with language18
concordant encounters, patients communicating through an interpreter rated their
providers as less friendly, less respectful, less concerned for them as a person, and less likely
to make them feel comfortable.127 These studies did not distinguish between the types of
interpreter services available.
Interpreter services. The limited supply of bilingual providers has led health care
organizations to use interpreter services to bridge language gaps. Research has shown that
language-discordant patients report better experiences with care in interpreted encounters
than in non-interpreted encounters. Work by Baker et al. found that interpreter use
among Spanish-speaking patients led to greater understanding of their disease and
treatment.128 Spanish-speaking patients who communicated directly with their providers
but thought an interpreter should have been called were less satisfied with their provider’s
friendliness, concern, efforts to make them feel comfortable, and the amount of time spent
with them, compared with patients who had language-concordant encounters and those
who used an interpreter.127
When examining the impact of language services, it is important to distinguish
between professional interpreters and ad-hoc interpreters. Availability of professional
interpreters may reduce barriers to care among LEP patients. Jacobs et al. found that
professional interpreter services offered by a managed care organization increased the use
of clinical and preventive services among Portuguese- and Spanish-speaking patients.129
Tocher and Larson reported that the quality of care for diabetic LEP patients was as good,
if not better, than for their English-speaking counterparts when professional interpreter
services were available.130 The availability of staff interpreters has been shown to improve
compliance with follow-up appointments and overall satisfaction.131
Several studies have found communication problems with the use of ad-hoc
interpreters. Although such interpreters are bilingual, they are not formally trained as
interpreters and may lack appropriate knowledge of health-related terminology. As a
result, patients may receive insufficient information about potential side effects and be less
satisfied generally with their care.132 Elderkin-Thompson et al. reported that translation
errors occurred frequently when untrained nurse interpreters were used—approximately
half of the encounters observed had serious miscommunication problems that affected the
physician’s understanding of the patient’s symptoms and concerns.133 Flores et al. found
that, compared with errors committed by professional interpreters, errors committed by
ad-hoc interpreters were more likely to be errors of clinical significance.134 Finally, several
studies in a variety of different settings found significantly higher quality of patient–
19
physician interactions when professional interpreters were used instead of ad-hoc medical
staff or patients’ friends or family members.135
In addition to the potential for the problems discussed above, use of family members
or friends as translators may result in them filtering information to reduce emotional
distress for the patients.136 Furthermore, relaying medical information can be burdensome
on family members or friends—particularly children—and may lead to patient dependency
and passivity.137 There may be certain advantages to using adult family members as
interpreters, including their ability to offer support, help remember details, encourage
adherence to treatment, and increase knowledge in the family.138 Some studies have found
similar levels of patient satisfaction with professional and family member/friend translators,
while other studies indicate that patients prefer professional interpreters.139
Professional interpreter services may be in-person or remote. Remote interpreter
services rely on telephones, video links, or other systems. Some remote interpreter services
offer simultaneous interpretation through wireless headsets, based on the model in use at
the United Nations. One limitation of remote systems is that the interpreter cannot
capture non-verbal communication cues.140 Studies contrasting in-person and remote
interpreter services have had mixed results. Kuo and Fagan found that patients using
professional in-person interpreters were more satisfied than those using telephone
interpreters.141 On the other hand, Hornberger et al. found that remote-simultaneous
interpretation was more accurate than in-person interpretation, and Spanish-speaking
parents reported a significant preference for this interpretation style.142 One limitation of
this study was that training was provided only to the remote-simultaneous interpreters and
not to the in-person interpreters.
There is wide variation in the quality of interpreter services. Interpretation should
include proficiency in both languages, mastery of medical terminology in both languages,
memory skills, ability to negotiate a three-way conversation, and basic knowledge of
cultural aspects that can influence health. Moreover, bilingual providers should be
proficient in the target language, including knowledge of medical terminology.143 There
are currently no minimum requirements for medical interpreter training programs, but the
National Council on Interpreting in Health Care recommends at least 40 hours of
instruction on medical terminology, interpreting skills, ethical issues, role playing, and
cultural awareness.144
20
DISCUSSION
Our review of the literature demonstrates the importance of culturally competent, patientcentered
care to patient satisfaction, adherence, and outcomes. From the patient’s
perspective, the patient–provider interaction is a key, if not the primary, component of
quality medical care.
Yet, multiple studies in multiple settings have found that racial/ethnic minority
patients as well as those with low socioeconomic status or LEP report worse experiences
of care, compared with whites, those with higher socioeconomic status, and English
speakers. The causes of these health disparities remain unclear: they may result from bias
on the part of the providers, differences in patients’ expectations, or miscommunication
across biomedical or cultural divides.145 Organizational factors—such as the lack of
continuous care and pressure on providers to work quickly—may further erode the quality
of patient–provider interactions. Indeed, research has suggested that the pressure on
providers to make decisions in short periods of time may contribute to stereotyping of
patients.146
Given current knowledge, how can we improve the cultural competency of
providers and organizations? Incorporating the patient’s perspective into current quality
improvement efforts is an important step. The authors have identified five domains of care
that are best identified and measured “through the patient’s eyes.”
Patient–provider communication can be affected by such factors as differences in verbal
and non-verbal communication styles and explanatory models of illness and disease. Some
disparities in use of provider services emerge after the patient gets to the provider (in the
context of patient–provider interaction) rather than just difficulties in getting to the
provider, demonstrating that patient–provider communication is not unidirectional: just as
providers can influence patient behaviors, patients can influence provider behavior. For
example, if clients consistently demonstrate an in-ability to understand provider
instructions, the provider must make an effort to modify the means used to communicate
these instructions, such as illustrations or the adoption of terms and phrases that are
commonly used by that client’s group.
In terms of shared decision-making and respect for patient preferences, the authors found
that: 1) patient-centered care requires effective patient–provider partnerships and shared
decision-making among clinicians, patients, and families; 2) providers should work with
patients to select interventions that reflect patients’ values, weighing available treatments
with patient preferences; and 3) shared decision-making is influenced by the unique
21
characteristics of providers and patients, though there is a dearth in the understanding of
how this plays out. Focused, formative research is needed to examine patient–provider
relationships. Then, outcome-based interventions are needed to evaluate findings from the
formative research process.
In terms of experiences leading to trust or distrust, the authors found that: 1) patients
consider their provider’s interpersonal characteristics essential to competent care and take
them into consideration when determining the quality of the care they receive; 2) shared
decision-making between patients and providers is unlikely to occur without mutual trust;
3) patient participation in care is associated with greater collaboration and increased
satisfaction on the part of patients; and 4) few studies have looked at the underlying causes
of patient dissatisfaction and distrust among racial and ethnic minorities. Studies examining
the factors that influence patient–provider relationships should be undertaken. In
particular, evidenced-based studies are needed to gauge the extent to which trust
influences patient–provider relationships.
In the fourth domain, experiences of discrimination, findings indicate that: 1) compared
with white patients, racial and ethnic minorities perceive more racism in the medical care
system, tend to be less satisfied with their health care, and have higher levels of distrust in
their health care providers; 2) the inequalities in access and availability of care among racial
and ethnic minorities have not been definitively explained; 3) further research on the role
of racial bias or discrimination in the practice and delivery of health care is needed; and 4)
reliable and valid measures that can be used in large-scale, population-based studies are
needed to understand the causes and health effects of perceived discrimination.
For the fifth domain of care, linguistic competency, the authors examined
communication strategies for individuals with LEP and low health literacy. They found
that: 1) low health literacy is an important communication barrier, especially among
racial/ethnic minorities; 2) low health literacy can have consequences for health care
utilization, adherence to medical regimens, and ultimately health outcomes; 3) there are
different strategies for providers to improve their oral and written communication with
low health literacy patients; and 4) providers must be cognizant of their patients’ health
literacy needs so they can adapt their communication styles.
With respect to LEP patients, the authors found that: 1) the majority of LEP
patients in the U.S. still lack access to language services; 2) access to language services can
help improve LEP patients’ experiences with and access to care; 3) language-concordant
encounters result in better communication, interpersonal processes, and outcomes than
22
language-discordant encounters; and 4) language concordance between patients and
providers, as well as interpreting by trained professionals, are the most effective strategies
for communicating with LEP patients.
IMPLICATIONS
It is important for all sectors of the health care system to continuously monitor their own
patient populations with regard to the five domains of culturally competent care. In
addition, evaluations of cultural competency should be incorporated at all levels of care.
This should include cultural competency training and assessment of all people who are the
points of contact for clients, such as front-desk staff, providers, and others. Obtaining
patients’ perspective will provide thorough and in-depth knowledge of how to make
improvements. It is also critical that providers seek to understand the community and
socio-cultural environments that influence patients’ beliefs about illness and disease, as well
as the values that patients assign to various elements of the health system.
Recommendations for Providers and Health Systems
Patient–provider communication. The authors recommend that health care providers
and health systems continually monitor their patient populations through quantitative and
qualitative data collection methods. Specifically, data collection should include patients’
race/ethnicity, socioeconomic status, and linguistic abilities. Intake forms should be
modified to include questions regarding health literacy, English proficiency, language
spoken at home, and use of complementary and alternative medical practices.
Shared decision-making and respect for patient preferences. Providers should work with
patients to select treatments that take into account patients’ health-related values, weighing
available treatment options and patient preferences. To do so, they should adopt strategies
to determine patients’ explanatory models of common diseases. The health system should
implement policies to democratize the decision-making process among patients, their
families, and providers. Policies should also recognize the rights of health consumers to use
community-based agencies and programs in addition to conventional medical facilities.
Experiences leading to trust or distrust. It is important to evaluate the factors that affect
patients’ trust in their providers. Such factors may differ by racial/ethnic populations as well
as socioeconomic and insurance status. Providers should seek to create open channels of
communication and empower patients to speak up about issues affecting their trust.
Experiences of discrimination. Providers must be aware that racial and ethnic minority
patients might perceive discrimination or bias in the health care system. Specific
23
complaints of discrimination should be investigated and structural, system-wide changes
and improvements should be sought. Patients should be given opportunities to voice their
concerns about discrimination. Providers and health systems should use a modified version
of the “Experiences of Discrimination” measure for quality improvement purposes.
Linguistic competence. Health plans and providers should assess the health literacy and
language needs of their patient population, and adopt strategies that will improve their
written and oral communication with patients. The Joint Commission on Accreditation of
Healthcare Organizations (JCAHO) and National Committee for Quality Assurance
(NCQA) should require hospitals and health plans to collect data on their patients’ health
literacy and English proficiency as part of the accreditation process. Patient assessments of
care such as the CAHPS surveys should include dimensions related to communication
barriers for patients with low health literacy and limited English proficiency. Policymakers
should make health literacy assessments available in languages other than English and Spanish.
Insurers and policymakers should offer incentives for health care providers to
create services that improve care for patients with low health literacy and/or limited
English proficiency. Providers and health care systems should avoid the use of ad-hoc
interpreters to communicate with LEP patients, and instead rely on trained bilingual staff
and professional interpreters. Health plans and providers must monitor and assess the
quality of interpreter services.
Finally, medical schools and other health professional schools should incorporate
issues pertaining to communication with patients who have low health literacy and/or
limited English proficiency into their curricula. Medical schools should seek to increase
recruitment and retention of bilingual students.
Recommendations for Applied Research
Patient–provider communication. Research is needed to examine factors that influence
patient–provider interactions among diverse racial/ethnic groups. Further research is
needed to investigate the roles that patient navigators/coaches, community health
workers, parish nurses, interpreters, and case managers might play in influencing patient–
provider communication.
Respect for patient preferences and shared decision-making. Research is needed to
investigate the association between patients and providers’ race/ethnicity and their
treatment preferences. It is also important to examine what happens when patients and
providers disagree on treatment options. More research is needed to determine how
24
patients’ disclosure of their use of complementary or alternative medicine affects patient–
provider interactions. Finally, research is needed to examine the use of lay health workers
or other “cultural communicators” as facilitators to enhance the shared decision-making
process and improve the desired outcomes of the encounter.
Experiences leading to trust or distrust. Further research is needed to understand why
some patients prefer to be race concordant with their providers, and to gauge the effects of
racial concordance on access to care, quality of care, and health outcomes. Research is also
needed to explore and understand the root causes of distrust in providers, particularly
among Latino and African American patients, for which studies conducted in different
health care settings have yielded contradictory results. Finally, there is a need to explore
whether differences in levels of trust of providers among racial and ethnic minorities,
compared with whites, result from past experiences with the medical system or varying
expectations.
Experiences of discrimination. More research is needed to determine the placement of
responsibility (e.g., on providers, staff, or others) for discrimination in health care settings
and the characteristics of patients or providers/staff members associated with incidents of
reported bias. In addition, understanding the consequences of perceived discrimination or
bias on health is an important next step for future research. It should be possible to modify
the “Experiences of Discrimination” measure to evaluate health encounters.
Linguistic competence. More research on the mechanisms through which low health
literacy and limited English proficiency may affect health outcomes is needed. It is also
important to consider the implications for the health care system of patients who have
both low health literacy and limited English proficiency.
Further research is also needed to assess the impact of various communication
strategies on low health literacy patients, considering effects on health-related knowledge,
compliance with care regimens, and health outcomes. It is also important to examine the
reliability and validity of health literacy assessments that have been translated into
languages other than English.
For patients with limited English proficiency, it is important to evaluate various
translation methods, for example considering the cost-effectiveness of remote versus inperson
professional interpreter services or the appropriateness of using family members as
interpreters.
25
Incorporating Patients’ Perspectives of Cultural Competence into
Quality Measures
To measure and improve care, it will be important to incorporate patients’ perspectives of
cultural competence into existing measures of health care quality. In October 2005,
NCQA and U.S. News & World Report collaborated to rank hundreds of commercial,
Medicare, and Medicaid health plans.147 The NCQA is a private, nonprofit organization
that accredits and certifies a range of health care organizations. NCQA’s accreditation
program is voluntary; participating health plans submit information about member
satisfaction and clinical performance. Two of the five areas used to rank health plans were
access to care and communication with doctors. “Access to care” takes into account
patients’ reports of their experiences with getting needed care, getting care quickly, and
health plan customer service. “Communication with doctors” includes patients’ perceptions
on how well doctors communicate, as well as patient ratings of their personal doctor or
nurse, the specialist seen most often, and the overall health care received. These areas were
assessed using the CAHPS health plan survey version 3.0.
It would be possible to include additional survey questions to assess a health plan’s
cultural competency, at least from the patient’s perspective. For example, the authors
recommend that all health plans, including Medicare and Medicaid plans, routinely collect
the following socio-demographic data from their members: 1) race and ethnicity;
2) education; 3) preferred language; 4) English-language proficiency; 5) health literacy
level; and 6) acculturation level, or degree of assimilation to mainstream American culture.
It would also be important to ask patients about the race/ethnicity of their personal doctor
or nurse and the language spoken during most health encounters. For patients with limited
English proficiency, additional questions could be asked about the language services
available to them and about the quality of interpreter services. Furthermore, patients could
be asked whether they share in the decision-making process with their providers, given
the importance this holds for their adherence to recommended treatments. Given the
widespread use of CAM among all population groups, including whites, it is also
important to determine if providers are asking patients about their use of CAM. Additional
questions about trust and discrimination would provide understanding about patients’
experiences in these areas. Table 1 shows the cultural competency domains discussed in this
report and indicates whether there are existing CAHPS survey questions to solicit patients’
perspectives on these domains of care.
26
Table 1. Comparisons of Diverse Patients’ Health Care Experiences and
Quality of Care Domains Covered by the CAHPS Instruments*
Quality Domains
Diverse Patients’
Health Care Experiences
CAHPS
Questions
Patient–Provider Communication
􀂾 How Well Providers
Communicate
􀂾 How Well Providers
Understand and Respect
Patients’ Explanatory Models
of Illness and Disease
• Providers listen carefully.
• Providers explain things in a way
that is easy to understand.
• Providers spend enough time.
• Providers discuss patients’ health
beliefs and practices in a nonjudgmental
manner.
• Providers can communicate about
non-conventional or complementary
and alternative medical practices.
• Providers find common ground
between biomedical view of disease
and patients’ perspectives on their
illness.
YES
YES
YES
NO
NO
NO
Respect for Patients Preferences/
Shared Decision-Making
• Providers and staff show respect and
treat patients with dignity.
• Providers and staff display empathy
and show emotional support.
• Providers discuss pros and cons of
treatment options.
• Providers allow patients and family to
have a voice in treatment decisionmaking.
YES
NO
YES
YES
Experiences Leading to Patient
Trust or Distrust in Health Care
Systems and/or Providers
• Health Care staff treated patients in a
way that led to distrust.
• Providers treated patients in a way
that led to distrust.
• Patient had experiences with denial of
services that led to distrust.
• Patient had experiences with denial of
payment that led to distrust.
NO
NO
NO
NO
Experiences of Discrimination • Providers or staff treated patients with
disrespect because of patients’
racial/ethnic backgrounds.
• Providers or staff treated patients with
disrespect because of patients’
insurance status.
• Providers or staff treated patients with
disrespect because of patients’ ability
to speak English.
NO
NO
NO
27
Quality Domains
Diverse Patients’
Health Care Experiences
CAHPS
Questions
Linguistic Competence
􀂾 Effective Communication for
Individuals Who Have Low
Health Literacy Skills
􀂾 Effective Communication for
Individuals Who Have
Limited English Proficiency
• Providers and staff use plain language
and not medical jargon.
• Providers and staff provide written
health-related information that is easy
to understand.
• Providers and staff provide nonwritten
patient education materials
such as pictures, models, and
videotapes.
• Providers and staff give patients small
amount of information and repeat
information until patients understand.
• Providers and staff make patients feel
comfortable asking questions and
allow time for questions.
• Patients are able to make
appointments using the language they
are most comfortable with.
• Patients have access to professional,
culturally appropriate interpreters at
the time of visit.
• Interpreters are available at the
appropriate time and spend enough
time as needed.
• Gender-concordant interpreters are
available for sensitive issues.
• Interpreters provide accurate and
complete translations.
• Interpreters treat patients with
courtesy and respect.
• Written and non-written healthrelated
information is provided in the
patients’ native language.
NO
YES
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
* Some CAHPS surveys may include questions that partially cover these domains. Domains that are not covered, or
have limited coverage, have been designated as “NO.”
In collecting such data, it would be important for health plans to address any
methodological issues inherent in the survey design and sampling process. Often, problems
with data collection processes lead to under-representation of low-income, LEP, and low
health literacy patients, resulting in a sample skewed toward populations with higher
socioeconomic status—excluding patients who are most at risk.148
28
Efforts such as the collaboration between the NCQA and U.S. News and World
Report are important ways to give health consumers more information about health care
quality. The authors recommend going a step further to include patient reports and ratings
that will enable evaluations of the cultural and linguistic abilities of a health plan and its
providers. Improving patient–provider communication, shared decision-making, and trust
are quality issues that affect all patients—not just racial/ethnic minorities or patients with
low socioeconomic status. However, the lack of patient-centered care may affect certain
vulnerable populations disproportionately. Incorporating patients’ views on cultural
competency and linguistic services into current quality measures will provide important
information and give health plans and providers opportunities for improvement.
29
NOTES
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40
RELATED PUBLICATIONS
Publications listed below can be found on The Commonwealth Fund’s Web site at www.cmwf.org.
The Role and Relationship of Cultural Competence and Patient-Centeredness in Health Care Quality
(October 2006). Mary Catherine Beach, Somnath Saha, and Lisa A. Cooper.
Improving Quality and Achieving Equity: The Role of Cultural Competence in Reducing Racial and Ethnic
Disparities in Health Care (October 2006). Joseph R. Betancourt.
The Evidence Base for Cultural and Linguistic Competency in Health Care (October 2006). Tawara D.
Goode, M. Clare Dunne, and Suzanne M. Bronheim.
Taking Cultural Competency from Theory to Action (October 2006). Ellen Wu and Martin Martinez.
Obtaining Data on Patient Race, Ethnicity, and Primary Language in Health Care Organizations: Current
Challenges and Proposed Solutions (August 2006). Romana Hasnain-Wynia and David W. Baker.
Health Services Research, vol. 41, no. 4, pt. 1 (In the Literature summary).
Promising Practices for Patient-Centered Communication with Vulnerable Populations: Examples from Eight
Hospitals (August 2006). Matthew Wynia and Jennifer Matiasek.
Patients’ Attitudes Toward Health Care Providers Collecting Information About Their Race and Identity
(October 2005). David W. Baker, Kenzie A. Cameron, Joseph Feinglass et al. Journal of General
Internal Medicine, vol. 20, no. 10 (In the Literature summary).
Resident Physicians’ Preparedness to Provide Cross-Cultural Care (September 7, 2005). Joel S.
Weissman, Joseph R. Betancourt, Eric G. Campbell et al. Journal of the American Medical Association,
vol. 294, no. 9 (In the Literature summary).
Providing Language Services in Small Health Care Provider Settings: Examples from the Field (April 2005).
Mara Youdelman and Jane Perkins.
Who, When, and How: The Current State of Race, Ethnicity, and Primary Language Data Collection in
Hospitals (May 2004). Romana Hasnain-Wynia, Debra Pierce, and Mary A. Pittman.
Insurance, Access, and Quality of Care Among Hispanic Populations (October 2003). Michelle M. Doty.
Providing Language Interpretation Services in Health Care Settings: Examples from the Field (May 2002).
Mara Youdelman and Jane Perkins.

How does genetics apply in health and disease?

6203NATSCI Applications of Genetics in Health and Disease Practical 1

Today we are going to begin the procedure of using DNA sequencing to profile the bacteria present on your phones. To do this we will firstly swab the bacteria from your phone then we will extract DNA from the bacteria and then finally set up a PCR to amplify bacteria using the 16SrRNA gene (which is routinely used to identify bacteria to species).

You will work in pairs. So decide 1) whose phone you want to swab and 2) whose phone you want to put on agar to see what bacteria grow. The only purpose of putting the phone on LB agar is just to see what bacteria will grow and not for identification. I will take pictures of the bacteria colonies growing on the agar and put them on Canvas later in the week.

At any point if you don’t understand what is a spin column or Eppendorf or collection tube etc. I’ve put pictures at the back of this document.

  1. To swab bacteria of phone:

PUT ON A LAB COAT AND PUT ON SOME GLOVES!

  1. Take your swab and dip it in the sterile water and swab the face of your phone for 2 minutes.
  2. Add 20 µl of PROTEINASE K and 180 µl DIGESTION SOLUTION (Buffer ATL) to a 1.5 ml Eppendorf tube.
  3. Swirl the swab in the solution in the 1.5 ml Eppendorf tube for 2 minutes.
  4. Cut off the swab tip (with scissors) and leave in the liquid.
  5. To extract DNA from your swab:
  6. Close the tube lid and incubate at 56⁰C for 10 mins on heating block/water bath.
  7. Remove swab tip, squeeze out as much liquid as possible and dispose of swab.
  8. Add 200 µl of LYSIS SOLUTION (Buffer AL). Mix thoroughly by vortexing to obtain a uniform suspension.
  9. Add 400 µl of 100% ETHANOL and mix by vortexing. Transfer the prepared lysate to a DNA purification Column (see pictures last page!) inserted in a collection tube. Centrifuge the column for 1 min at 8,000 rpm. IT IS IMPORTANT THAT WHEN YOU CENTRIFUGE YOU DO IT WITH ANOTHER GROUP AS THE CENTRIFUGE MUST BE CORRECTELY BALANCED!
  10. Discard the collection tube containing the flow-through solution. Place the DNA Purification Column into a new 2 ml collection tube.
  11. Add 500 µl of WASH BUFFER 1 (AW1) to the DNA Purification Column. Centrifuge for 1 min at 10,000 rpm. Discard the flow-through and place the purification column back into the collection tube.
  12. Add 500 µl of WASH BUFFER 2 (AW2) to the DNA Purification Column. Centrifuge for 3 mins at maximum speed (13,000 rpm).
  13. Discard the collection tube containing the flow-through solution and transfer the DNA Purification Column to a sterile 1.5 ml Eppendorf tube and chop lid off with scissors.
  14. Add 50 µl of ELUTION BUFFER (Buffer AE) to the center of the DNA Purification Column membrane to elute genomic DNA. Incubate for 2 min at room temperature and centrifuge for 1 min at 10,000 rpm.
  15. Your bacterial DNA is now at the bottom of the 1.5 ml Eppendorf tube so you can throw away the purification column and progress to PCR.
  16. To set up PCR of bacterial 16SrRNA gene

We are going to set up two PCR reactions. One will contain the bacterial DNA you just extracted and the other will contain no DNA, just water (negative control), and will check whether you have contaminated your reagents with bacteria during the DNA extraction process!

The first thing to do is take 2 PCR tubes. They have already been labelled with a number (that’s your group) and on the side one tube is called “+ve” and the other “-ve” corresponding to the tube that has bacterial DNA (+ve) in it and the other which has just water (-ve).

To each of the tubes you need to add the following:

PCR Master Mix:                                                         13 µl

Forward Primer called 27F:                                        2 µl

Reverse Primer called 1492R:                                    2 µl

DNA that you extracted (or water if –ve control):     2 µl

Water:                                                                         6 µl

PLEASE REMEMBER: The negative control will have all the reagents added but NO DNA and 2 µl of water added instead!

FYI: Forward primer contains the DNA sequence: 5’-AGAGTTTGATCMTGGCTCAG-3’

Reverse primer contains the DNA sequence: 5’-TACGGYTACCTTGTTACGACTT-3’, both are at concentration of 10 µM.

Once you have added the ingredients to each tube please put the lid on each, label with your initials and give them to Robbie. This is the end of Practical 1 and (fingers crossed!) you have managed to successfully extract DNA from your bacteria!

The next stage is to run the PCR which I will carry out. The conditions are as follows (if interested):

3 mins at 95⁰C

15 seconds at 95⁰C

35 cycles

30 seconds at 55⁰C

1.5 mins at 72⁰C

8 mins at 72⁰C

Finish at 16⁰C

Has my PCR worked? In order to understand this we have to run a gel. I will do this before the next practical and put the images up on canvas. If it has worked then we will proceed to the next stage which is cloning the PCR product and then heat shocking the bacteria into E. coli (see Prac 2).

Historical Misrepresentation of Voodoo in Hollywood:So what is voodoo?

ENG 450

11/15/19

Historical Misrepresentation of Voodoo in Hollywood

Abstract

People often think they know what voodoo involves. Like me, most people relate it to spells, dolls, potions, and magic. Voodoo has been grossly misrepresented in the media leading people to be fascinated with it today. Going on with my research, my goal is to ultimately find how it evolved as a religion and came to New Orleans and became what it is today. Additionally, I will be hitting points on the history and the religion of voodoo and stereotypes Hollywood has presented to the world.

So what is voodoo? It’s been practiced in different places of the world like Africa and the Caribbean, mainly in Haiti. It is supposed to be a mixture of different traditions like those of the catholic, African, and Native American religions. It mostly community-centered and supports individual empowerment and has little to do with dolls and zombies.(Voodoo 2.0) It has developed into people believing it to only being a spiritual possession practice. Due to Hollywood’s films and shows today, its led people to view it as something scary and dangerous. Movies like Disney’s Princess and the Frog has even led children to believe it is all bad magic. Furthermore, my intention for this research paper will be to answer the questions I have came across in my research and to hopefully help clarify the stereotypes that films have led people to believe in.

 

Introduction

Voodoo, a folk religion of the Haitians, has over the history of Hollywood been misrepresented through the development of cinematic. A study of the indigenous tradition reveals that the current understanding is laced with massive misconceptions and ill-formed depictions. In essence the culture is now associated with witchcraft, barbaric sacrifice and Satanism. The popularity of voodoo in western culture first took effect in the 18th century. However, it is important to understand that initially, the tradition is indeed a spiritual practice that was essentially a mechanism of unity that brought about independence in the Caribbean’s through the Haitian revolution. This paper explores how voodoo has been misrepresented in the western culture while at the same time depicting the essence of voodoo as a product of transnationalism.  Also the paper will demonstrate how the voodoo culture has impacted the inhabitants of New Orleans through history. Ultimately the essay will be the explanation of rediscovering voodoo as one of the most misunderstood religions in the world.  Contemporary images of voodoo in the film industry portrays it as black magic with stereotypes comprising of general physical, emotional and cultural practices. In other cases voodoo has been symbolically used to pass across various social and political undertakings that were perpetrated by western sumpremacists.

Existing Scholarship On Voodoo

            The origin of voodoo is believed to be West Africa with the traditional practices being originally African before the arrival of the Europeans. Once the French explorers enslaved the Africans, transporting them to the shore of Domingues, they attempted to replace the tradition with Christianity. However, the slaves progressed with the practice under the disguise of Catholicism. In this regard as opposed to the popular belief that voodoo is black magic and pagan cult, the tradition is indeed a religion that originated from Africa and is regarded as a way of life and mode of survival.  Those who practice voodoo attest of its potency to heal various maladies including both historical and social-economical misfortunes.

Following the Haitian Revolution, the reign of horrific reign of the French came to an end. However, the population continues to suffer from ill-treatment of the following rule of dictators being subjected to both environmental and economic exploitation. Therefore, the poor and oppressed invoked the voodoo spirits for guidance and salvation to withstand the medical, economic and social-political maladies. In return the spirits required a sacrifice which could be in the form of a simple act such as lighting a candle. However for more severe problems, the people would conduct a more intricate sacrifice for several spirits including animal sacrifice, dancing and even drumming. Mostly, the voodoo tradition was democratic and functional incorporating allowing both women and men to assume the roles of leadership. Also, the authority of the priests and priestesses is limited to the people who voluntarily submit to the initiation to the tradition. Voodoo in present-day Hollywood demonstrates negative US cultural discourse with little or no scholarship on nature and scope.

Misrepresentation of voodoo in literature film and television

The voodoo rituals were meant to demonstrate the interconnection between humans, nature and the spiritual world. However, following colonialism and introduction of Christianity, the harmonic balance between humans and nature was destroyed by the introduction of destructive human practices. Still voodoo culture insisted on the sacredness of nature that provided a conscious approach to the natural world. Additionally in voodoo culture it was believed that after death, the remains of the people remains trapped in the world and it requires the priest to carry out the purification process that that releases the body from the waters. In this regard the voodoo culture promoted intricate engagement with nature unlike how it is portrayed in Hollywood today.

An evaluation of the appearance of voodoo in film, television and literature in the western world indicates several misconceptions about the religion. Referring to H.P. Lovecraft’s story a tale ‘‘The Call of Cthulhu.’’  Is developed describing the cult of Cthulhu. From the description, a horrific mystery is told of the cult and the statue of Cthulhu that was based on one of the blackest of the African voodoo circles (Mcgee 241). From the story the initiates of the cult are portrayed as men who are ignorant, degraded, mentally aberrant who are either Negroes or mulattos.  Further the literature continues to describe their rite as primitive and connected to satanic motives.  For instance, he states that the beings were making sounds, writhing around a bonfire devoid of clothes. In the middle of the bonfire stands a great monstrous statue with bodies of marred and mutilated bodies around (Mcgee 241). The essence of this representation is that Lovecraft draws a connection between voodoo and Satanism.

Additionally, contrary to the actual nature of voodoo, the story also draws a connection between mental inferiority of blacks and mixed-race groups to the belief in voodoo. The religion is portrayed as emanating from diseased, inferior and primitive people. More so the general perception is that voodoo is a mere superstition that is merely suited for the inferior. Similarly from the Lovecraft story one can perceive the connection between voodoo, violence and base sexuality (Mcgee 242). For instance from the rite described, naked people dance and jump around a bonfire of their aimed fellow victims.

Association of zombies with voodoo tradition

Zombies are a minor concept in the Haitian voodoo tradition.  The history of the zombies is based on a combination of political historical and cultural environment. considering that Haiti is a land characterized of hybridity following infusion of Christian religion into a culture that already had exotic mystic values the resulting religion became the voodoo culture.  this culture has since the beginning been maligned and misunderstood as a culture that is associated with death and the spiritual world incorporating the use of dolls, voodoo dolls, charms and most importantly the zombies. The concept of the zombies has struck the westerners with fear and fascination resulting in the what is seen as popularity of the zombies in the Hollywood cinema.

With regard to this tradition zombies referred to dead bodies that have been captured either in the form of the body or soul by a sorcerer who then becomes the master of the zombie. In ancient voodoo cultures, the zombies were used to work in the fields tilling land and harvesting crops and all the other work that was designated for slaves. Similarly the zombies were believed to be sent in the form of spirits to drive other victims of the master mad. From this idea of zombies, several theories have been developed towards the meaning and existence of zombies. Inspired by the voodoo idea of the zombies Hollywood film industry has created films that have propagated voodoo culture into international fame. The first film that featured voodoo culture White Zombie (1932) integrated the concept of using a particular tonic that led to creation of enslaved men who worked in a sugar mill (Gelder 91).

Zombie films that were created after White Zombie (1932) focused on the idea of sexualized females. Afterwards, the concept shifted towards creating zombies by the use of biochemical means. With later developments, the concept of zombies changed without incorporating any essence of voodoo culture. Instead, zombies are only created by the use of contagion, disease, isolation and most importantly unregulated science. Additionally the ideas of zombies in the recent movies codes the zombies a distinctly black bringing the question of the person behind the object of aggression. The erotic appeal of the zombies was lost in the 1970s with the creation of the La Rebellion de las Muertas (1973).

Following the popularity of the first horror movie, Hollywood became interested in identifying the next monster to be portrayed in the screens. According to Bishop (141) filmmakers considered the exotic literature of the Caribbean’s that led them not only o the Caribbean’s but to the island of Haiti where they identified powerful voodoo spirits. They became interested in the exotic African mysticism that enabled priests to kill their enemies and then convert them to mindless servants. This concept acquired many people’s interests and therefore led to invention of the notion of the zombie. Initially in the very first movie based on this discovery, White Zombie was based on the exotic setting of Haiti portraying the primitive stereotypes of the natives and at the same time accentuating the superiority of the western imperialists. Similarly apart from the voodoo culture the film focuses on the portrayal of the post colonial society depicting the danger of the white protagonists becoming zombies in themselves. in essence the films present the horror of the westerners being colonized by the pagans through domination of Hollywood cinema by voodoo zombie culture. all in all, the white Zombie sets the pace for the negative stereotyping of Hollywood cinema propagating the imperialist paradigms of the west and negatively portraying race differences and class struggle of the natives (Gelder 91).

Films like the white zombie did not only exploit the nature of the exotic natives but also focused on the ancient lands that comprised of castes and mysterious figures. In this regard the setting and tone the ancient zombie movies is based on the gothic style. However, been though the real action occurs in the Caribbean’s it is evident that they depict more of the western world. In this regard the zombie horror movies are a blend of the Caribbean’s and the west and not entirely exotic. One feature that is not represented in Hollywood film is the main intention of creation of the zombie. In deed the Haitians would strip off a pagan off their will and subject them to the pagan authority leading to loss of autonomy and control. Therefore, this would be one of the post colonial terrors that this native culture would pose to any invading culture. in essence zombie culture was a manifestation of the superiority of a liberated colony hat would use fear to scare off any invading cultures (Bishop 147). However, the cinematic versions of portrayal of zombies only indicate of the master-slave relationship and the nature of colonialism.

Hollywood has  recreated and misused the concept of zombies in what is seen as imperialist hegemonic model (Bishop 147) the outcome is the portrayal that the people in power can at will enslave  others who are in this case considered to be the slaves. This is a reflection of how the colonialists exerted control on their slaves just as the zombies were commanded by their voodoo masters. In essence, the Zombie provides a retaliation ground enabling the oppressed to oppress the oppressor therefore threatening the western imperialists. Additionally the making of a zombie can be seen as backwardness and uncivilization which is utterly exaggerated in the Hollywood films. One of the misrepresentation in the films is that there s no attempt to civilize the zombies and improve their place in the society unlike in the actual ground where the French missionaries attempted to educate and marginalize the natives of the Caribbean’s. although the first zombie film is direct and melodramatic, it intricately portrays a different time which is the early 20th century which s concurrent with the end of occupation of Haiti by the united states (Bishop 148). one clear depiction is that westerners do not subscribe to any beliefs of the local superstition and are only interested in understanding them and exploiting their backwardness for entertainment purposes. The films also portray the white westerners as superiors to the Haitians in all levels such as wealth class and even enlightenment.

Rebellion as a connection of voodoo with Satanism

Haiti being among the first independent nations is known to have a violent and complex history that incorporates people from three main sources, the natives, slaves from Africa  and European imperialists. In essence as the African slaves outnumbered the imperialists a revolt ensued that was based on voodoo celebrations.  Following the invasion by the united states marines who intended to modernize the island, the voodoo rituals and zombie culture was discovered. Meanwhile the voodoo culture continued to be enriched by the influx of the Africans who were transported from west Africa who were more conversant with the rites and practices. As a result voodoo acquired more part of the Haiti culture. additionally, the growth of the culture was based on the absence of influence from the colonialists. As the west continues to discover the voodoo culture the adoption into entertainment was inevitable as in deemed to be fascinating to the western audiences. However, considering that the first audiences of this cinema would be the westerners it was adopted in such a way that it would suit their beliefs. therefore, the Hollywood entertainment does not entirely demonstrate the native voodoo and pagan ritual practices rather it is developed using the imperialist superiority concept that would suit the believes of the west n the 20th century (Bishop 147).

Most of Hollywood films have feature voodoo culture integrate violent scenes which bring about the essence of Satanism in the culture. In essence, in Haitian culture, the violence was a way of defending their environment from encroachment by foreigners. However, the portrayal of violence in Hollywood films depicts demonic association which is only an imaginary form of voodoo. In connection with rebellion, the Hollywood popular culture has for a long time portrayed voodoo as black magic that is based on African magic characterized with casting spells and placing hexes on individuals who have opposed belonging to the religion (Bartkowski 559).

Princes and The Frog Representation of Voodoo

Among the most popular cultures in the Hollywood recently is the Disney movie. However, contrary to the earlier notion of Disney princesses, the films have incorporated voodoo tradition while depicting dynamic Disney princesses. However the main misrepresenting of facts of voodoo is the portrayal that is only one culture that incorporates the aspects of devil worship. The complexity of the religion is neglected through portrayal of worship of snakes. Additionally, voodoo is mixed up with other traditions such as Christianity. However in princess and the frog voodoo is not shown to be an entirely negative religion, some good is associated with practice of the religion such as acquisition of power.  Therefore, the true meaning of voodoo s blurred through incorporation in the Disney princess movies. All in all it is depicted as only a funny religion that allows the practice of black magic to give people powers.

Movement 3: complications/ rebuttals

In line with the claims that voodoo culture is not based on violence the review of the issues of ethnicity in Haiti reveal that the culture indeed articulates charm that were violent and fatal in nature. In 1804 following the expulsion of the French colonialists in Haiti, the black leader declared the land to be a black republic. According to the constitution that was ratified soon afterwards it was declared that no white man was allowed to set foot in the country as a master or owner of any property. The violence was extended to the Haitian Mullatos who were considered inferior to the blacks.

A study of Haitian culture describes it as one of the richest cultures in the world. In essence Haitians may be considered poor but the voodoo culture makes them unique. Although the western world may be considered to be civilized it is noteworthy that the voodoo culture is an essential culture that holds the entire community together, for instance taking account of the dance, the Haitian voodoo culture can be perceived as a sacred practice. Although considered to be primitive by many, the owners pride in its participation. The tradition is recognized in terms of ethnicity and at the same time the community does not acknowledge hybridity. This means that the ethnicity gives it a sense of belonging. While the Hollywood representation may try to indicate modernity, Haiti continues to be presented as a fatal and promiscuous place in that it has held the practices while the rest of the world has revolutionalized. On the contrary the representation of voodoo in Hollywood may be an attempt to indicate the presence of indigenous culture. However, the changes that have been enacted replace some of the original features of the culture that lead to disorientation of the meaning and deviation from the actual reality of how the traditions were practiced. For instance, voodoo culture was originally practiced by black Haitians but in Hollywood films it has been replaced by white men characters. Being a pragmatic religion, it is evident that voodoo beliefs and ritual practices are a relation of reverence of nature, natural spirits and forces associated with fire and water (Bartkowski 560). However, following colonialism there were massive changes on the ecotheological practices of the religion culminating in ease of dispersion and adoption by the western world.

Criminalization of voodoo

Although western film, television and literature have focused on the use of voodoo to appeal to the popular culture, it has at the same time neglected some of the features of the culture that define its originality. However, Hollywood has also challenged some of the stereotypes that have been set by the same culture. For instance it has challenged the issue of criminalization of voodoo depicting some of the primitive reasons that were perpetrated by the culture. In the same way it has challenged some of the racial anxieties that have been brought forward by the initial initiates of the culture. Imminently religious scholars and spiritual leaders have attempted to erase some of the negative beliefs through public image but it is evident that both imaginary voodoo and original voodoo have become intertwined and have gained international popularity. In this regard, it is expected that the beliefs and traditions portrayed in the media will continue t evolve with new discoveries and adjustments while in essence the original traditions will continue to be practiced by followers of the religion.

Parallel to the notion that voodoo is dangerous; the religion can actually be perceived as a way in which the natives used to resists the gendered and racialized violence that was perpetrated mainly by the colonialists. Just as in Coven, the role of the belief system of voodoo was to make sense of experiences that the people of Haiti and the slaves who were brought from Africa a reality (O’Reilly 36). Various adoption of this religion have been aimed at ensuring that that the practices are used as sites of resistance towards racial violence. Just as voodoo for the Haiti was a means of overcoming oppression, magic for films such as coven have been used to document historical moments and at the same time challenge white supremacy. This way voodoo is given social significance as the characters use it to bring about justice. However, although the traditional re given sensationalizations, it is evident that various misconceptions of the religions are used to bring about derogatory representations of voodoo (O’Reilly 36).

Voodoo not black magic but is an actual religion

Ethnographical study of the Haitian culture reveals that contrary to the black magic stereotypes, the religion is actually based on moral beliefs that the followers have to adhere to. additionally, the belies are in harmony with the gods and, therefore, they facilitate spiritual physical and emotional wellbeing of those that practice the religion. Many scholars including Melville J. Herskovits have refuted the inclusion of the tradition as witchcraft citing the ethnographic characteristics (Middleton 158). She describes the tradition as a practice in which the gods are well known to their worshippers. Additionally, the duties that are owed to the gods are well understood and are fulfilled in a systematic and orderly manner using rituals and rites. In return when the rituals are practiced properly the worshippers acquire benefits such as god harvest, goodwill with other men and good health. n some cases voodoo is considered as the cause of Haiti’s impoverishment (McGee 231).  This notion has however been created for a long time through the imagination. This development is brought about by the blend of Haitian voodoo and imagined voodoo that has resulted in the alteration of the real essence and cultural importance of the religion.

In essence, Herskovits’s has also demonstrated that voodoo is considered as a religion in that takes into account the holistic health of the followers considering the spiritual and physical condition of the people (Middleton 160). The importance of this religion is documented in various medical records of death caused by black magic.  Hollywood media has not focused on the representation of importance of voodoo and the ethnomedical practices. While these practices are important in the western world due to the spiritual and historical roles that they play, they have been adamantly been defined as mere superstitions disregarding their utmost importance.

A study of voodoo reveals the feature of pharmacosm indicating the power to both heal and harm the users. However, the voodoo is only demonstrated as evil and primitive with the health reveals being neglected. Additionally voodoo is considered to be crude neglecting the need for animal sacrifice for both physical and spiritual illnesses. Considering that the traditions arose from the beliefs and practices of the enslaved people, their masters were not interested in the slaves’ wellbeing but their capacity to provide labor (Middleton 160). Knowledge of voodoo medicine placed the slaves at the top of the social hierarchy conferring prestige and power to the slaves. Those with the voodoo knowledge were allowed to serve others and therefore would practice medicine under their masters conjuring prescriptions for various illnesses exchanged for coins and brass amulets. In addition to conjure medicine the slave healers would engage in other powerful rituals performed in peculiar circumstances. Although the voodoo has had massive impact in the mainstream medicine, it has not been adequately explored in the Hollywood representation. Similarly the benefits of faith communities in Haiti have been left out in the exploration and adoption of the voodoo culture (Middleton 165). contrary to the superficial representation of voodoo culture the entertainment industry does not dwell on the historical, medical and cultural perspective of the traditions pointing out the benefits of the religions to the users rather it focuses on the superstitious nature of the religion and the hams it could cause to the people..

Conclusion

Too many voodoo is a dangerous practice that threatens the lives of those who practice as well as those who do not subscribe to the beliefs.  this is the belief that has been propagated by the mainstream media. Most of the horror and zombie films have borrowed their concepts from the voodoo culture but in so doing the concepts are selectively applied to indicate the dark side of voodoo that incorporates the use of charms, rituals and violence as well as primitive rites against those that do not subscribe to the beliefs of the religion. However, the authenticity and legitimacy of the religion have been neglected in the description resulting in what is seen as selective understanding of the true essence of the religion. More so this notion negatively paints the religion indicating it as dark, primitive and laced with racialized violence.  For this reasons the work that is left to be done includes further study by ethnographic scholars to acquire a full understanding of the religion. The context cultural, historical and social understanding of the tradition ought to be properly studied and documented.  This will play a major role promoting the understanding of the religion as well as promoting the cultural essence and importance of the religion in the whole world. Most importantly, promoting the authenticity will preserve the culture considering that it is under ecological attack threatening its extinction. An understanding of the religion will also reduce the misrepresentation of the culture in the entertainment industry. Since the topic of voodoo representation has received little scholarly attention, it will be essential to study the essence of enduring appeal of voodoo in the popular culture.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

Bishop, Kyle. “The sub-subaltern monster: imperialist hegemony and the cinematic voodoo zombie.” The Journal of American Culture 31.2 (2008): 141-152.

Bartkowski, J. P. (1998). Claims-making and typifications of voodoo as a deviant religion: Hex, lies, and videotape. Journal for the Scientific Study of Religion, 559-579.

Gelder, K. (2000). Postcolonial voodoo. postcolonial studies: culture, politics, economy, 3(1), 89-98.

King, A. K. (2017). A Monstrous (Ly-Feminine) Whiteness: gender, genre, and the abject Horror of the past in American Horror Story: Coven. Women’s Studies, 46(6), 557-573.

McGee, Adam M. “Haitian Vodou and voodoo: Imagined religion and popular culture.” Studies in Religion/Sciences Religieuses 41.2 (2012): 231-256.https://scholar.harvard.edu/files/amcgee/files/mcgee-vodou_and_voodoo_in_sr.pdf.

Middleton, B. (2016). Two-headed medicine: Hoodoo workers, conjure doctors, and Zora Neale Hurston. The Southern Quarterly, 53(3), 156-175.

O’Reilly, J. (2019). ‘We’re more than just pins and dolls and seeing the future in chicken parts’: race, magic and religion in American Horror Story: Coven. European Journal of American Culture, 38(1), 29-41.

Roberts, K. (2018). The secret and irreligious doctrines of voodooism: institutionalization versus cultural stigma in New Orleans civil court. Journal of Church and State, 60(4), 661-680.

Weber, A. S. (2018). Haitian vodou and ecotheology. The Ecumenical Review, 70(4), 679-694

Oh, My Pop Culture Voodoo: <em>The Princess and the Frog</em>

 

Which perceptual factors engage the consumer to process the information at Victoria’s Secret website?

UnderstandingConsumer Behaviour
Lecture 3
Dr.Stephan Dickert
BUSM058 Module
Semester A
Today’s Outline:
•Consumer Psychology
–Test your knowledge (Chapter 2)
–Exposure, Attention & Perception (Chapter 3)
Consumer Behaviour -Chapter 2:
•Test your knowledge:
Needs have all of the following characteristics except
a. are different from wants.
b. can conflict with one another.
c. can be aroused by internal cues.
d. can be aroused by external cues.
e. result in higher levels of perceived risk.
Consumer Behaviour -Chapter 2:
•Test your knowledge:
Ellen is driving down the road with her radio on. An ad for a new store is being aired as Ellen maneuvers through heavy traffic. Although Ellen enjoys shopping and is always interested in new stores, she is paying more attention to her driving than the ad. Thus she has limited ____ to pay attention to the ad.
a. motivation
b. ability
c. opportunity
d. involvement
e. desire
Consumer Behaviour -Chapter 3:
•Today we will understand how marketing information makes its way into consumers’ minds
•Exposure
•Attention
•Perception
•Comprehension
Exposure
“…reflects the process by which the consumer comes into contact with a stimulus.”
•Exposure through sense organs
–Visual
–Auditory
–Taste
–Smell
–Touch
•Exposure to marketing stimuli
–Designed to be noticed by (all) senses.
Exposure
•Factors influencing exposure
–Position of an ad
–Product distribution
–Shelf placement
•Selective exposure
–Zipping (fast forwarding)
–Zapping (muting/switching channels).
Attention
“…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”
Attention
“…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”
Attention
“…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”
Attention
“…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”

•Change Blindness

Attention
•The trick with the downsizing….
Attention
•The trick with the downsizing….
Attention
•Characteristics
–Selective –we only focus on a few stimuli at a time
–Capable of being divided and distracted
–Limited –depends on familiarity and ease of processing of the stimuli
–Habituation –decrease in response to a stimulus after repeated presentations
•Under what conditions do you (not) give full attention to advertising & marketing communication?
Attention
•Enhancing consumer attention via marketing stimuli
–Personally relevant
–Pleasant
–Surprising
–Easy to process.
Attention
•Enhancing consumer attention via marketing stimuli
•Pleasant marketing stimuli
–Attractive models
–Music https://www.youtube.com/watch?v=nTAYmMKSIaw
–Humor https://www.youtube.com/watch?v=U91Zp9wWS30
•Surprising marketing stimuli
–Novelty
–Unexpectedness https://www.youtube.com/watch?v=gNcdu3w9m1g
–Puzzles
Attention
•Enhancing consumer attention via marketing stimuli
•Easy to process marketing stimuli
–Prominent
–Concrete
–Contrasting
•Limit amount of competing information
•KISS (Keep it simple…)
Attention
How to capture attention:
Attention
How to capture attention:
Attention
Groupwork
•Get together in teams and answer the following questions. Be ready to present this to the class.
1.The role of music & mood in marketing:
Find a commercial which uses a well known song and discuss the mood that it sets. Would another song have worked equally well?
2.Is surprise always a good thing in marketing?
Find an advertisement which uses surprise and discuss its merits and problems.
Perception
“…occurs when stimuli are registered by one of our five senses: vision, hearing, taste, smell, & touch”.
“…the process by which physical sensations…are selected, organised, and interpreted. The eventual interpretation of the stimulus allows it to be assigned meaning.
Perception
•Making sense of the environment around us
Perception
Vision
•Size & shape
•Lettering
•Color dimensions, physiological responses, liking
–Color can provoke emotions (or at least is associated with them…)
–Reactions to color are biological and cultural
–What colors are associated with a particular company?
Perception
Vision
•Color Dimensions
•Warm colors:
–elated mood states and arousal
•Cool colors:
–reduce arousal, peacefulness
Perception
Auditory
•Music can increase arousal
–Can influence purchase intention
•Sonic identity
–(e.g., Sound logo https://www.youtube.com/watch?v=bPB-2RwqH0U)
•Sound symbolism
–(e.g., inferences from sound https://www.youtube.com/watch?v=cn_q3jwzcHk)
Perception
Taste
•Varying perceptions of what “tastes good”
•Cultural backgrounds
•In-store marketing
Perception
Smell
•Smell & physiological response/moods
–Odors create moods and promote memories
•Product trial
•Liking Buying
Perception
Haptic (Touch)
•Haptic sense is most basic of senses. Learned before vision and smell.
•Affects product experience
•Touching can lead to attachment
Perception
Applied aspects of sensory perception
•Marketers try to consider the “right” combinations of stimuli
•Visual & auditory in an online context
–Lyrics of songs
–Still images have a smaller effect (Adelaaret al., 2003)
•Olfactory & auditory in an actual store context
–Match between the arousal caused by scent and music
–E.g., low arousal scent (lavender) & slow tempo music
Perception
Applied aspects of sensory perception
•Example
–Touch
–Smell
–Vision
–Sound
Perception
Applied aspects of sensory perception
•Example
–Touch
–Smell
–Vision
–Sound
Sensory Thresholds
• Absolute thresholds
– The minimum amount of stimulation that can be detected
on a given sensory channel
• Differential thresholds
– The amount of stimulation needed to be detected as a
change/difference between two stimuli
Perceiving Marketing Stimuli
•Perceptual organization
–Single units are organized into a whole
•Figure & ground
–Stimuli are interpreted relative to a background
Perceiving Marketing Stimuli
•Perceptual organization
–Single units are organized into a whole
•Figure & ground
–Stimuli are interpreted relative to a background
•Closure
–Perceptions are automatically completed
Perceiving Marketing Stimuli
•Perceptual organization
–Single units are organized into a whole
•Figure & ground
–Stimuli are interpreted relative to a background
•Closure
–Perceptions are automatically completed
•Grouping
–Stimuli are grouped if they belong to each other 
Perceiving Marketing Stimuli
Perceiving Marketing Stimuli
•Perceptual organization
–Single units are organized into a whole
•Figure & ground
–Stimuli are interpreted relative to a background
•Closure
–Perceptions are automatically completed
•Grouping
–Stimuli are grouped if they belong to each other
•Bias for the whole
–Consumers place more values in “wholes” than the sum of its parts (e.g., a $20 bill > $10 + $10)
Comprehension
•Objective (what was said)
•Subjective (what was understood)
•Miscomprehension
•Improving objective comprehension
–Expertise & ability
Comprehension
•Brand names/symbols inferences
−Misleading names/labels
−Inappropriate/similar names
•Product features/packaging
−Product attributes
−Country of origin
−Package design
−Color
Attention
Seminar Exercises (Groupwork):
•Task 1: Visit the Victoria’s Secret website at and answer the following questions:
–How does the company use its home page to provide potential consumers with opportunities for additional exposure to the company and its products?
–What techniques does the company use to attract and hold consumers’ attention at the website?
–Which perceptual factors engage the consumer to process the information at Victoria’s Secret website?
Attention
Seminar Exercises (Groupwork):
•Task 2: outline the design for an appropriate store exterior/interior for a product/service/experience/idea of your choice. Then think of ways you could adapt your store into a virtual environment.
•To help you prepare for the seminar discussion:
–Watch the two videos on QMPLUS
–Read the article “Store atmosphere in web retailing” posted on QMplus.
See you next week!

Are they identical or same as order request and sample? Are the dimensions accurate?

CHAPTER 1: THE COMPANY

1.1. The concept

History

There is no end to nostalgia”

The idea of business is inspired by retro visuals. Twenty years ago, Business Week determined a term so called “nostalgia boom” that create a throughout feeling towards customer society. Thus marketers, they further noted through responds with an emerging range of retro movies, retro fashions, retro autos, retro advertising campaigns and retro beverages (Stephen Brown, 2018).

As a result, many recognized that practising a “retro vibe” was passing fantasy that runs through a form of societal stock-taking in the days of yore the new millennium took off (Stephen Brown, 2018). Further up, another twenty years after such predictions, the established term by Business Week so called ‘nostalgia bonanza’ is remaining strong and showcases small amount or no harbinger of taper off. Which is how the business idea of CEMDE comes into surface, the company’s product offering was conceived from the various photographs collected over the years.

Figure 1. Example of retro photographs. Source: CEMDE.

In fact, market trends are running on cycle and retro is appeared to be attractive to market players which how CEMDE reckon a ‘perfect-timing’ opportunity to be part of this market trends due to its premature realization of this ‘retro’ product trends. The main resource of the product is from a digital collection of retro photographs from the creative directors which bring inspirational images of modernity with a touch of past times.

Additionally, nostalgia being determined as a proactive dimension as well. The proof is currently displayed in the market as: Polaroid instant camera and Volkswagen’s New Beetle fifties-style fridge which have emboldened other entrepreneurs to conduct such business. The leading management gurus suggest companies to deliver old brands back rather than creating new ones (Johnson, 2018), supported by the ever-up-to-date Economists (2014, p.76) who now accepts that in these present times, “the best way forwarding is backwards”.

The business environment

The business is planned to operate within The Netherlands with no physical store available and relying on an online platform to operate the business. The term of this business practice: E-commerce. The level of confidence in this digital age to run a business without a physical store is utterly soaring. The omnipresence of digital connectedness and interactions open doors to a legion of business opportunities for European companies and the survey results stated 89.3% of companies are comprehensively cognizant of the contemporary prospects brought about by the digital revolution (Monitor, 2018).

In technology adoption aspect, it divulges that all start-ups and companies under development have the largest share of adoption with over 78% and firms developed in the national market showcase the lowest share at 47% (Monitor, 2018). According to the research, most start-ups (similar to CEMDE) are digital technology oriented. In European and global markets, an adoption rate is comparatively high, approaching number of 60% and 68%. Through these technological aspects, CEMDE derive into conclusion to establish an e-commerce start-up business in The Netherlands to potentially meet all the targeted market demands and market situation in the country itself.

The use of ’on demand’ production:

The source of the product:

1.2. The Vision Statement

“To experience the touch of pleasant remembrances in modern era living spaces.”

The value behind it: our target market (millennials) can use the product beyond its original function and explore more psychological aspects behind every image. The researcher stated that: nostalgia visualised as “pleasurable therapy” (Lowenthal, 2015, p.47) and as a fast-growing and fashionable area that abundant overture opportunities for ambitious academics (Veresiu et al., 2018).

1.3. Mission Statement

The company is on a mission to provide created nostalgic home decorations, art and designs to compose a livable and aesthetic piece of art or decorations for people with a high sense of aesthetic and minimalist lifestyle.

The mission statement in brief:

•    To bring incipient atmosphere to the world of interior design and provide an ocular perceiver-catching and unique product from vigorous erudition and perpetuating the study of both current and traditional decorating styles and design trends.

•    To ensure quality and valuable product that has a psychological impact.

•    To establish CSR (Corporate Social Responsibility) to contribute to the social cause issue.

1.4. The Products

The product sales forecast

Sales Assumptions Research to Support
Sales Assumptions
Critical Risk/ Weakness of this Assumption

 

1.5. Legal Status and Ownership

The company incorporated as a Limited Liability Partnership (Dutch term: BV) and the management is on the verge of including it. The company will hire the services of a solicitor who will ensure that the various legal requirements complied accordingly. The company owned by Chyntya Dewi who saddled with the responsibility of managing the affairs of the company. Together with the office administrator, the outsources (AA accountant and digital marketing agency), the organization is expected to perform forward thinking for organizational efficiency.

Due to the existing legal obligation to compose articles of association in establishing a BV and create a record, the company is obliged to rely on the service of notary for BV formation. The assets of the BV divided into shares; the manager receives these shares upon incorporation in the capacity of BV founder (s). The manager, as a shareholder, able to participate in the company and claim dividends. With this legal form, the owner’s private assets strictly separated from the business assets of BV.

However, the owner is 100% responsible for any business debts incurred since the legislator is not distinguishing company assets and private assets. As a result, the business owner trades their own risk and expenses within this legal form. The essential aspects of forming BV includes; registration at the Chamber of Commerce (KvK), accounting record, and notary.

1.6. Basic Corporate Information

  • The trading title: CEMDE BV.
  • Country: The Netherlands.
  • City of operation: Amsterdam, North-Holland.

The company will conduct the business under the terms and conditions of a Limited Liability Partnership (LLP). A Limited Liability Partnership (LLP) is a structured business model similar to a partnership; however, in this case, the partners have limited liability as the name itself suggests (Das and Das, 2018). In this business category, the maximal accountability of every partner is enclosed by his share capital in the partnership. Furthermore, this partnership variant selected because it is a popular option for start-ups.

1.7. Company Structures and Human Resources

Figure 1-6. Company Structures and Human Resources.

The company would function as a dynamic with open communication procedures. The team are expected to have creative minded and excellent social skills to ensure the functionality of the company remain productive and actively engaging. The manager would work as the HR person who recruits any potential addition to the team. Hierarchy structures is not part of CEMDE’s company structure; as a small company, CEMDE intends to reach young and independent individual to be part of the team. The reason of this chosen company structure is to allow current generation to participate in the creative industry and provide more innovative and fresh ideas to the company for long-term growth.

The HR plan and details on job descriptions of each role provided in section 5.2 (Operations and Product Development Plan).

CHAPTER 2: INDUSTRY ANALYSIS

2.1. Industry Definition

CEMDE generally belongs to the creative industry, which is a subset of the arts industry. Creative industries definition hotly contested within the early 2000s with debates on the construction of a working definition as well as a sector with which it incorporated. The assumption that creative industries were evolving spaces dealing with multifaceted interactions between cultures, technology, knowledge as well as economics caused a heated discussion (Della Lucia and Segre, 2017). According to the United Nations Conference on Trade and Development (2008), creative industries are “cycles of creation, production, and distribution of goods and services that utilise creativity and intellectual capital as primary inputs; constitute a set of knowledge-based activities, focused, although not limited to arts, potentially generating revenues from trade and intellectual property rights; comprise tangible products and intangible intellectual and artistic services with creative content, economic value and market objectives”. Creative economy includes such sectors as books, arts, films, crafts, paintings, songs, festivals, digital animations, songs as well as designs, among others. The creative economy is essential since it generates income through intellectual property rights. It creates new jobs in places of higher occupational skills, as well as trade, such as exportation, for both middle and small-sized ventures.

The level of originality attained in a work of art is of great paramount in the industry and this is more of the reason most artists keep to the expression of their brilliance and creativity rather than relying on recreation and duplication which may even be considered an intellectual theft if done without a written prior permission of the original creator of the art. The creative industry usually engages in the production of decorative arts objects utilised in the enhancement of everyday life as well as home interiors. These artistic objects include fabrics for upholstery and clothing, furniture, and clothing items among others. The level of originality attained in a work of art is of great paramount in the industry and this is the reason why most artists keep to the expression of their brilliance and creativity rather than relying on recreation and duplication, which may even be considered an intellectual theft if done without a written prior permission of the original creator of the art.

New York City, for instance, is the cultural capital of the United States and probably the whole world. In this city, arts play an important role leading to economic development through expenditures as well as receipt of a host of activities, such as museums, Broadway, non-profit theatres, concerts, dance and opera, galleries, auction houses, television productions as well as motion pictures among others. New York’s venture into creative industries has made the city a significant tourist attraction leading to the attraction of various investments as well as entrepreneurs promoting its growth. Countries have made it a priority in the promotion of creative industries to ensure that they not only pass their culture to other people around the world, but also earn revenues from such sectors. Most developed countries earn billions of moneys every year from creative industries making these industries among the backbones of a country’s GDP (Americans for Arts, 2019)

2.2. Industry Growth and Size

The decorative print market is growing as consumers look to enhance the aesthetics of their homes and businesses. Ornamental printing volume is virtually 13.1 billion square metres in 2018, with a value of more than $18.9 billion.  Smithers (2018), forecasts the market to grow 5% annually from 2018 to 2023. The percentage covers a range of incipient and traditional processes and materials.

The Netherlands:

According to journal published by Dutch Ministry of Education, Culture and Science: Culture at a First Glance (2016), innovation and creativity and innovation are the fundamental elements for the knowledge advancement in the society. The creative industries are magnificently placed to connect these elements to innovation and technology as well as designing new application in some areas as an instance: infrastructure, healthcare, etc.

In addition to that, creative industries are considered as a contributor to Dutch cultural enrichment and economic growth simultaneously with resolving social issues. To accomplish the power of creative enterprise to Dutch advantage, the industry demand to obtain knowledge institution, education sector and authorities to corporate with the creative industry. Thus, as part of its business policy, Dutch government has determined creative industries as one of The Netherlands’ vital economic sectors.

2.3. Industry Characteristics

 

Industry segmentation:

Figure 0‑1.1. Market Segmentation. Source: AMR Analysis (2015).

The world home décor market (AMR, 2015) is segmented as:

Furniture:

  • Kitchen
  • Livingroom and Bedroom
  • Outdoor
  • Lighting
  • Bathroom

Textiles:

  • Bath textiles
  • Bed textiles
  • Kitchen and dining textiles
  • Living room textiles

Floor coverings:

  • Wood and laminate
  • Vinyl and rubber
  • Carpet and rugs
  • Tiles
  • Others (bamboo, concrete, etc.)

The furniture segment encompasses furniture according to its utilisation in different living spaces. The ‘frame’ furniture that utilised in the living room is the one that is cognate to CEMDE products.

The market player(s) in the Netherlands:

Furniture utilised as domestic purposes and commercial purposes, the materials and design are the fundamental factors for the industry as it directly influences the customer’s decision to make a purchase (AMR, 2015). The furniture businesses in the Netherlands are highly competitive in terms of prices and market offers. One brand offers an extreme variety in their product categories which sanctions the customers to obtain abundant resources for their complete home embellishment and renovation. These are visibly some of the most-kenned furniture stores in the Netherlands that withal offers the comparable products as CEMDE:

  • IKEA

This Swedish brand has achieved this prosperity by providing a unique value proposition to consumers which is leading-edge Scandinavian design at bargain prices. Because IKEA inherited unique design from Sweden and lower bargain price advantage, they create compact product which are come in boxed and requires whole assembly at home. Thus, the product reduces shelf space, more facile to convey, and seldom to distribution

Area of specialisation: assembled furniture

  • Rivièra Maison

A Dutch home décor brand, Rivièra Maison, is dedicated to bringing classic interior designs to their devoted base of customers both in-store and online. Their exclusive amassments are meticulously designed with a fixate on detail, providing customers with unique and stylish products to embellish a comfortable home.

Area of specialisation: classic furniture and home décor, flowers and gifts.

  • Wehkamp

Company information: Wehkamp was a frontrunner in the digital revolution. They went as one of the first online in the Netherlands. This recognition gave them a head start in gaining market share in the Netherlands. With the result that they switch to be a consummate e-commerce business in 2010. The enormous prosperity of Wehkamp optically discerned back in the fact that 48% of Dutch families are conventional customers.

Area of specialisation: lifestyle marketplace.

  • VTwonen

VTwonen is a multidisciplinary company that invested in three different industries. These industries are tv making, magazines and home decoration. VTwonen utilises the similarly called tv program and magazine to promote the habitation embellishment they have available on their e-commerce website. By doing circle promotion, they can sustain a constant a wholesome amount of name apperception what avails them to stay a prominent player on the market.

2.4. Industry Trends

The increasing rate of urbanisation:

A key driver for décor print is the magnification of real estate business (Smithers, 2018) which is driving demand for supersession and incipient fixtures, fittings, wallpaper, and furniture. More homes result in more people making culls and redecorating. Incrementing urban population is one of the vigorous impacting factors affecting the domicile décor market.

Due to growing urban populations, the living spaces remodelled into more diminutive and more sumptuous. Although more buildings constructed, the community will have to take into consideration how interior design executed perpetually. Smithers (2018) added that homeowners would find ways to optimise their property through astute divisions and space-preserving furniture, leading to boosting demand for decorative printing.

Fashion trend:

The cull of materials to embellish living spaces is chiefly a matter of personal taste. The industry inspirits continuous updates to counteract tear and wear or per household trends and the transmuting design (Smithers, 2018). The ever-incrementing exposure to luxury workspaces and luxury homes showcased via TV make-over programmes or celebrity photoshoots demonstrate the latest trends in the home décor industry itself.

The Dutch TV program, VTWonen, demonstrate the puissance of home décor through room make-overs, DIY, home inspiration, and latest trends presented by the experienced stylists from the industry.

Figure 2-2 Source: Vtwonen.nl (2016).

Marketing trend:

Buzz marketing in this type of product is emerging on the convivial media platforms as many ‘influencers’ have starting to promote home décor and living space inspiration.

Figure 2-3. Source Instagram post: (Isaya, E. and Bruna, 2019)

CHAPTER 3: MARKET ANALYSIS

MARKET/BUSINESS ENVIRONMENT RESEARCH

Porter’s Five Forces Analysis

3..1. Market Segmentation and Target Market Selection

The goal is to create high-quality prints for the target groups, which is mainly young teenager to adults ranging from 20-35 years old. The reason of specific chosen target market and age range: Millennial Generation is the biggest e-commerce consumers in the world.

According to E-commerce Foundation (2018), millennials generation in The Netherlands have online activities that fully integrated into their lives with the percentage of 53% internet usage from their smartphone to the online shop and 90% of general internet usage of the smartphone by 2017. Additionally, according to the report, Dutch consumer preferences for purchasing a product has ‘furniture and homeware’ as one of the most purchased online products. Additionally, the buying behaviour continually changing, supported by an incremental aspect of offers from international companies and the progress of technology. Further up, the online sales are now booming with additional turnover up to 19% in 2016 (Santander, 2019).

  • Market segmentation:
  • Demographic:

– Gender: Male and Female

– Age: 20-35 years old (Millennials)

– Social status: employed, self-employed professionals, college students, creative industry worker (artists, designers, stylists, photographers, etc.) and blogger.

  • Geographic: The Netherlands.
  • Behavioural patterns: regular online shopper, aware of environmental issues, skilful in decorating private space with aesthetic designs.

CEMDE potential costumers concentrated in the millennial segment of the market. They are more innovative and tend to move with the updates of the technological world. With the right marketing strategy, the company suspects to experience a tremendous growth since the efforts concentrated on attracting this particular segment.

Further up, CEMDE intends to integrate the use of its E-commerce platform through expansion to reach the global market with the same demographic and behavioural patterns, as previously mentioned (in The Netherlands). However, in-depth knowledge of new geographic market research lacked — this research done through monitoring the industry performance in that area through market research.

3.2. Buyer Behaviour

Theoretically, there are factors influencing the consumer buying behaviour:

THE EXTERNAL:

  • Cultural factors: In 2016, 73% of the Dutch population aged 12 or older had ever made online purchases (CBS, 2017). Further up, the most purchased products through the internet by Dutch consumer are clothing, followed by travel and accommodation, tickets to event, books, magazines, newspaper and household goods and appliances (where CEMDE is becoming part of).
  • Social factors: the life satisfaction level of Dutch population is fairly high, with the percentage amount standing around 90% for those people aged 18 years or older which conclude Dutch are customarily happy people (CBS, 2017).

THE INTERNAL:

  • Personal factors: Santander (2019), stated that Dutch consumer is decidedly sensitive to prices and special offers. Additionally, Dutch consumer praise quality as the uttermost crucial factor which drives them to purchase higher price for a product with more top quality. With a GDP per capita of USD 51000 per annum (23rd in the world), according to Santander (2019), the Dutch consumer is relatively well-off yet does not spend effortlessly. Traditionally, Dutch consumer tends to resist change and prefer to purchase natural products.
  • Psychological factors: Dutch consumer is sensitive to advertising and such advertising will reflect on sales efficiency (Santander, 2019). The current trend in the Dutch market is evolving towards sustainable, healthy and practical products. Furthermore, many advertisings have recently done in the vicinity of the environment, which affected Dutch consumers into buying eco-friendly products.

To understand the purchasing pattern of the customer segment, it is equally important to understand buyer behaviour. The company mostly targets the millennial has the habit of acquiring aesthetics and arts of various kinds and are often minimalistic. The acquisition of the photo prints provided by the company will not only be a hot cake in this market segment but also inspire many more people to hone their creativity

3.3. Competitor Analysis

The company’s direct competitors are the companies that are actively involved in the provision of Scandinavian home decorations, art and designs and aesthetics pieces of ornaments. The major competitors for the company are:

  • DESENIO (https://desenio.co.uk)

DESENIO offer a wide range of stylish posters and prints showcasing the latest interior design trends and always with great prices and high quality. With their wide assortment of primarily Scandinavian art designs, they affect good wall art that suits every home.

  • Projeckt Henri (https://projekthenri.com): a newly established online prints for contemporary interiors founded by a German photographer.
  • Paper Collective (https://www.papercollective.com): Denmark-based iconic design posters online seller.

3.4. Estimation of Annual Sales and Market Share

The company seeks to drive sales through various digital platforms, including Etsy, as well as social media, for instance, the company’s web platform. With the integration of the digital sales of the company’s products, the company is set to rapidly capture more markets outside the shores of Europe. Venturing outside its country of origin will not only enhance its customer base or market but also ensure that all its branded products reach out to all art lovers around the world. During inception, most companies tend to shun away from global markets. However, CEMDE will ensure that it increases its market base through international ventures.

The company will conduct several studies in different parts of the world to ensure that it understands both cultures as well as the beliefs of people in various parts of the world. In this way, CEMDE will be able to provide it utilise market segmentation to its advantage by producing products suited for each market. Demand-driven and customer-oriented business strategies will, therefore, be adopted to ensure that products availed at each market are accepted by all target customers increasing the market share (Naghi Ganji et al., 2018).

CHAPTER 4: MARKETING PLAN

The target audience

CEMDE’ target audience for marketing performances ranging from 20-35 years old regardless of gender. Statistics have shown the average annual income in the Netherlands for those target audience, starting from 20-24 years old: €14.440 and 25-29 years old: €27.260 and 30-34 years old: €34.740 (Statista, 2017).

According to CBS (2017), in 2015, over 31% of average household spending for that particular age was spent on housing cost. This percentage reflects the urbanisation population as a part of a market trend where more people demand to own or rent living space that increments the authorisations of buying home décor product.

The most popular marketplace that is used by the Dutch population is Bol.com, followed by Coolblue, Wehkamp, Zalando, etc. (Ecommerce Foundation, 2018).

This figure shows the type of online purchase by the individual based on age in 2016. 5% of the Dutch population between 12-25 have made households goods and appliances purchases, increasingly, 10% of the Dutch population between the age of 25-45 have created an online shopping of the same product category.

Figure 4-3. Netherlands population in 2018. Source: (Statista, 2019)

As the figure illustrated, CEMDE’s target group stand on the second largest population group in The Netherlands, reaching the number of 4.253.083. According to CBS (2018), the current social trends in Dutch population are feminisation in primary education and ageing population. Overall, the research showcased a slight fluctuation in the education sector in The Netherlands, such as lower hourly wages, high absenteeism, etc.

However, CEMDE might require revisions on its current mission to respond to the demographic changes in the present times although the trends have no direct impact on the industry where CEMDE operates. Is there another demand increases from the ageing population? In which way, the company need to respond? Will, the ageing population, results in demand for tangible presence for the business? Will the ageing population require the industry to expand the product line?

The ageing population in The Netherlands are somewhat involved in technological trends occurring in this era. Social media are rising among seniors in The Netherlands in recent years (CBS, 2019). Direct messaging such as WhatsApp as an instance, 8 in 10 Dutch people aged 12 and over currently the user of this platform followed by continuous growth among older adults with above 75s from 15 – 32% in a span two years. Further up, the use of social networks among elderly increased piercingly especially in 2018, the share of 65 – 74-year olds increase to 34% compared to 2012 which reached only the amount of 12% in this particular trend. Moreover, 8 in 10 Dutch consumers shop online as stated by CBS (2019), in 2018 around 11.5 million Dutch people, 78% of the population aged 12 and over had purchased services and goods online. Statistically, the percentage had increased from 64% in 2012 up to 78% in 2018. Among the group of age 65 and over, the share of online purchase has increased from 25% in 2012 to 45% in 2018.

In addition to that, 94% of people among 25 – 44-year olds stated that they had purchased something online in 2018 followed by aged 45 – 64 years with 83% of online purchases (CBS, 2019).

Thus, the conclusion to this situational analysis is the demographic trends in The Netherlands generate small-scale impacts to CEMDE business strategic. Small changes are required in the future to tightly connected to Dutch consumers through a broader range of services and bonuses.

Marketing message:

CEMDE’s chief marketing message generated through social media channels which demonstrates how the product perfectly placed in many living spaces while illustrating sentimental value. The campaigns contain short words that are concise and inspiring, leading the customer to discover the unaware needs. CEMDE will expose the contributors of artworks to present the customer with a factual message on how the product created. Additionally, the promotional campaign will be engendered afterwards, which sanction customers to purchase with discount and bonuses where the promoters will be the social media influencers. Most influencers have their niche, and CEMDE expects to drive traffic to all platforms and eventually generate sales from this brand promoter

4.1. SWOT Analysis

Figure 4-2. The SWOT Analysis.

Strengths: As an art-focused company, the first strength of the company lies in the ability of the company to churn out original products and not based on copy or re-sell of another photographer or artists’ work. CEMDE’s strength lies in the ability to offer the customer the designs at competitive rates, as well as making it easier to acquire through digital channels. The company also has consistent talent searching for young and independent photographers and artists in The Netherlands.

CEMDE’s USP:

The critical point that differentiates CEMDE from similar competitors is the product. Composed by talented and developing young talents with only one specific theme which is retro/vintage artworks for simple, yet elegance finished product. CEMDE aims to provide an old-fashioned and old-times experience in the form of wall art that is universally applicable for all types of interior design, whether it is classic or urban. The competitors have similar business practices as to how CEMDE intends to be, but the theme of the product is considerably different in terms of artwork types and styles.

Weakness: the company has to outsource some work of designs and photography. This issue might be due to the magnitude of the orders the company has received or some other factors. Consistency in collaborating with the best artists and photographers might shift into problems as they might not put this to priority. Additionally, the partnership with a printing company in Amsterdam might cause confusions, miscommunication and less power on production control.

Opportunity: The growth of the art industry is on the rise. Many new companies are scanning for artworks to create designs that will further enhance the looks of their homes, offices, etc. CEMDE intend to capitalise on this knowledge and convert the preferred choice of the target market. The company also uses a web platform for its service delivery to acquire customers outside its base possibly.

Threat: A new competitor offering low-cost products, as well as the creative individuals drawing, snapping pictures and printing, among others, serve as the primary threat in the industry. Another danger CEMDE faces in the industry is the possibility of business imitation by other companies. The rise of a company with a similar strategy to CEMDE, whether intentionally copied or not would serve as a threat against the business.

4.2 MARKETING PLAN

4.2.1. Target market/competitive analysis

4.2.2. The product

Available dimensions:

  • 21×30 cm (A3)
  • 30×40 cm (A4)
  • 40×50 cm (A2)
  • 50×70 cm (A1)

Key features:

The company will make use of very original pictures which uniquely sourced. This picture will afford the company the opportunity of patenting each work and protecting it from the prying eyes of competitors and ensuing copyright infringements. The customers have assured the uniqueness of the company’s art that they hold.

The product theme is inspirational retro photographs. CEMDE presume technological era generate massive changes to recent generation, CEMDE intends to provide the therapeutic product to inspire present life eagerly to the target market.

CEMDE resources are not from history, resources made in modern life and acquiesce the technological advancement re-touch the image to display retro and vintage atmosphere (during the image editing).

The materials:

Customer’s advantage:

The benefits that costumers will achieve through CEMDE’s prints are authenticity and well-crafted product. Customer satisfaction is guaranteed, together with exceptional services and promotional offers.

Workmanship:

The picture on the left side is one of the examples of CEMDE resource in digital form.

 

The product sample will be displayed on right side.

Example:

Figure‑1-4. Example of photograph and product.

Additionally, the main principle of CEMDE products is social responsibility and solid creative partnership with the selected artists and photography students in The Netherlands. To ensure the collaboration with young creatives, CEMDE promotes social responsibility on each product. CSR delivered to CEMDE fundraising plan to support medical access and supply for Indonesian’s tobacco farm who employs children underage. Main reason of medical supports is the fact that those children have to interact with dangerous and toxic ingredients actively. According to Human Rights Watch (2016), the children working on tobacco farms in Indonesia exposed to poisonous pesticides, extreme heat and nicotine. CEMDE fundraising plan is mainly concerned about the health and children’s morals of the problem causes.

PRODUCT SERVICES:

Customer service policies:

– If the customer receives a defected or different product, the revered individual granted with gratuitous product changes upon their cull.

– If the product distribution is delayed and not as promised by the logistic partner, the customer will receive €5 credit on their membership account for the next purchase.

– Secure payment and privacy details bulwark on CEMDE’s website.

Return policy

30 Days Money Back Guarantee.

Unsatisfied customers are eligible to receive 100% refund during the first 30 days after receiving the product. After 30 days, the policy is no longer valid.

Office space:

In consideration to CEMDE operational activities from daily to longer-term, office space is required to fortify the company’s productivity. The chosen office space will be in the Centre of Amsterdam, located in the building with many creative businesses. The office space is as small as 20m2, and the interior design budget deducted from the manager’s investment.

Advantages/disadvantages of the chosen available area:

The office space situated in a unique location with various high-quality facilities. Besides, the office building has a superfast fibre-optic connection and indispensable in today’s business operations.

 

Product risks within the industry:

CEMDE selects Nationale Nederlanden as an insurance provider to protect the essential elements as a start-up. The chosen insurance package has these following services:

  • Inventory-, goods-, and tenant interest insurance
  • Business damage insurance
  • Legal assistance insurance companies
  • Liability insurance companies

4.2.3. Pricing Strategy

The company will adopt the product/market pricing strategy. This concerned with costumer’s benefit in purchasing the product offers and related services across available suppliers. The main focus is obtaining the right position for the price in discovering connection to competitor’s prices at involving market, product and segment. This pricing strategy issues reflection on marketer’s view on how the customers compare prices and particular product in contrast to competitive offerings (Roegner et al., 2005).

The company’s product/market pricing is first to draw the attention of the target market to the product offering of the company. Even though the company seeks to make a profit, the company will ensure that the pricing of the designs is not over and above what the customer segment can afford. The pricing of each product determined by the artwork’s quality and the amount of creativity expended. Among other factors to approach a clearer understanding of what elements of the product that customer perceives as valuable

The price’s amounts are calculated by adding the variable cost, shipping cost, production and VAT.

The variable cost:

– COGS:

These prices are the price from the cooperating printing company that assist the production activity from CEMDE’s digital source. From these prices, CEMDE would accumulate a sustainable base price with market-oriented pricing in consideration to similar products (competition) in the market.

  • 21×30 cm: €2,50
  • 30×40 cm: €3,95
  • 40×50 cm: €5,95
  • 50×70 cm: €7,95

– Shipping: €5.00

– Production: €2.00

– VAT: 21%

 

Total variable cost per-product:

Print size: 21 x 30cm

Shipping

Production cost

VAT

Total:

2,50

5.00

2.00

21%

= 11,50

Print size: 30 x 40cm

Shipping

Production cost

VAT

Total:

3,95

5.00

2.00

21%

= 13,25

Print size: 40 x 50cm

Shipping

Production cost

VAT

Total:

5,95

5.00

2.00

21%

= 15,60

Print size: 50 x 70cm

Shipping

Production cost

VAT

Total:

7,95

5.00

2.00

21%

= 18,00

 

After all the total variable cost are computed, adding a profit margin is the final step to generate profit into the price.

CEMDE intends to earn 10% profit margin from the products over the variable costs.  This percentage is considered to ensure that overall CEMDE prices are acceptable in the market in comparison to our competitors.

Target price = (variable cost per product) / (desired profit margin: 40%)

The profit margin expressed as decimal equals to = 0.40, so the variable cost is divided by = 0.60.

Overall prices of CEMDE products: (rounded up)

Print size: 21×30 cm 11,50 / 0.60 = 19,15
Print size: 30 x 40 cm 13,25 / 0.60 = 22,00
Print size: 40 x 50 cm 15,60 / 0.60 = 25,00
Print size: 50 x 70 cm 18,00 / 0.60 = 30,00

 

An overview of competitors prices with similar products

DESENIO

These prices are:

– include frame

– exclude shipping cost

·         21 x 30cm: 20,71

·         30 x 40cm: 31,13

·         40 x 50cm: 47,34

·         50 x 70cm: 57,30

(prices are in euro: €)

PAPERCOLLECTIVE

These prices are:

– include frame

– exclude shipping cost

·         21 x 30cm (custom order)

·         30 x 40cm: 58.00

·         40 x 50cm (custom order)

·         50 x 70cm: 94.00

(prices are in euro: €)

PROJECTHENRY

These prices are:

– exclude frame

– exclude shipping cost

·         21 x 30cm (not available)

·         30 x 40cm: 56,00

·         40 x 50cm: 63,30

·         50 x 70cm: 91,45

(prices are in euro: €)

4.2.4. Sales and Distribution Plan

The distribution:

In designing distribution channel, CEMDE concerned about these following options:

  • Customer desire and whether the channel convenient for the products.
  • The channel preference from target market based on market trends.
  • Channel location.
  • Delivery time
  • Extensive customer service.

The channel operations should balance customer needs, cost of channel maintenance and customer price sensitivity (Armstrong, Kotler 2005).

As a start-up company, CEMDE considered the optimum usage of the web shop would be the most beneficial in terms of cost savings. The distribution handled by the company itself, which save some amount of distribution cost, and no external warehousing activity is required. Additionally, CEMDE has arranged to establish a logistic partner with DHL and estimating the product will arrive to the customers within 3-5 working days to ensure the efficiency of our distribution process.

Payment methods:

These following payment methods are targeted to be available in CEMDE web shop:

– iDEAL(obligatory)

– PayPal

– Credit card

The sales:

The company’s products will be offered mainly through the company’s website with additional availability in some e-commerce marketplace that is available in The Netherlands, namely: Groupon, Etsy. High marketing investment is strongly advised to attract customers as an online-based company. The combination of these platforms will afford the company the opportunity of acquiring more customers outside the company’s concrete base. Additional return option for every purchased product is available as part of CEMDE customer services upon the return policy, and the customer is allowed to choose between refund or product exchange

4.2.5. Sales Process and Promotion Mix

Promotions and Advertising Plan

Promotion: The management will ensure that all the customers, to a reasonable degree, are satisfied with the prints. This type of first-hand market research will prove invaluable in attracting more customers and retaining existing ones. Social Media includes all internet and mobile-based publishing technologies, including websites, email, etc.

The social media platforms which CEMDE will utilise include but are not limited to:

  • Influencer marketing
  • Facebook, Instagram, Pinterest.

The strategy is to grow the business by nurturing clients, differentiating the company’s prints from our competitors, mainly through service and solid business ethics. All criteria from customer satisfaction, service provision, and price competitiveness are to be looked at thoroughly in the initial stages as areas for improvement.

 

Advertising/Marketing Techniques

Activity Appropriate Maybe Not Appropriate Top Priority?
Advertising (print, broadcast, Internet) ✔︎
Alliances ✔︎
Annual reports & reviews ✔︎
Associations ✔︎
Book and publication writing ✔︎
Brochures & collateral materials ✔︎
Customer advisory boards ✔︎
“Customer experience” enhancements ✔︎
Customer surveys ✔︎
Direct mail ✔︎
Directories ✔︎
Event sponsorships & trade shows ✔︎
Internet-based marketing ✔︎
Newsletters ✔︎
Promotional giveaways ✔︎
Press relations campaign ✔︎
Pricing strategies ✔︎
Referral sources campaign ✔︎
Seminars & public speaking ✔︎
Signage (vehicle, office, roadside) ✔︎
Trade shows ✔︎
Yellow Pages TM ✔︎
Website – unique domain/development ✔︎

Table 4-1. Marketing Techniques

 

“Marketing Mix” of Tools and Techniques

Top Priority Marketing Techniques
(from above list)
Steps needed to implement Estimated Costs

(€)

Timing / Deadlines Person Responsible
1. Internet-based marketing ·         Create an internet marketing plan

·         Create on and off-page SEO and bolster SEM campaign with PPC (Pay-per-click) ad campaigns.

·         Use social media to reach more and specific audience.

·         Use email marketing to send promotional offer

·         Analyse and monitor the web data

– SEO: 500/month

– PPC: 5% monthly ad spend

– Email marketing: 350/month

– Social media marketing: 250/month

1-3 months Digital Marketing Agency
2. Website – unique domain/development Design website that matches the brand identity, attractive content and engaging message. 1-3 months Digital Marketing Agency

Table 4-2. “Marketing Mix” of Tools and Techniques.

CHAPTER 5: OPERATIONS AND PRODUCT DEVELOPMENT PLAN
5.1. Operation Plan

The workflow of on-demand product creation:

  1. Selecting the digital artwork based on the order.
  2. Send the request to Printenbind.
  3. The product printed and framed by Printenbind.
  4. Packing process.
  5. Delivery by DHL.

Quality control:

To support CEMDE’ product quality control, the checklist composed after the first samples are received, the following aspect required on the checklist:

  • Colour (Is the colours consistent? Do the colours crack or fade? Do the colours match the orders?)
  • Materials (Is it identical to the sample? Is it consistent)
  • Size and dimensions (Are they identical or same as order request and sample? Are the dimensions accurate?)
  • Odours (Do the products smell chemical?)
  • Finishes
  • Packing

The operational plan itself is behaving toward short-term detailed processes of the organisation. It supports the daily nature and involves operations functionality of the organisation such as marketing, sales, inventory and budgeting. The plan is to provide continuous optimisation and improvements to achieve these areas: productivity, efficiency, turnaround time, cost reduction, quality, and customer satisfaction.

5.2. Product Development Plan

The essential requirement for production process:

  • Office space
  • Computers and other tools in the assets
  • Complete artwork resources

Production and delivery time frame:

It will take half-a-day to process CEMDE’s orders for one day (if another order comes after this, the order processed the day after); next, one or two CEMDE members will pick up the culminated product to the company and do the ‘warehouse’ in CEMDE office, lastly, the courier will come by the cessation of the day to pick up all the orders and ship it to customers. The customer will receive the product within 1-3 business days.

Production inventory:

CEMDE does not necessarily have storage space (warehouse) for stocks, materials, etcetera. The business operational mostly occurred in CEMDE’ office space, for instance; data management, project management, etcetera. The product control is done in CEMDE headquarter itself to have direct damage fixation before the product continues to the packing and shipment process.

The development project:

5.3. Human Resource Plan

 

Name Title Role Salary According to PayScale/Year
Chyntya Dewi Manager Overseeing the activities of the company Not fixed
  AA Accountant Responsible with all the financial activities and records. 6,000/year

Rate:

€100/hour

Monthly hours: 5 hours

 

Fixed salary per month: €500

 

Yearly working hours:  60 hours

  Office Administrator Provide administrative support to office personnel. 18,000/year

Rate: €25/hour

Monthly hours: 60 hours

 

Fixed salary per month: €1,500

 

Yearly working hour: 720 hours

Table 5-3. Human Resource Plan

 

Role details:

Office Administrator:

  • Carrying out critical rules, include answering phone calls, responding to mails, and preparing documents.
  • Performing bookkeeping tasks; monitor account receivable, budget tracking, and invoicing.
  • Maintain general office files; job files and other operational files.
  • Purchase office supplies, furniture and equipment.
  • Monitor the maintenance of office equipment and facilities.
  • Responsible for budgetary control and planning for all digital communications across all channels.

OUTSOURCE:

Accountant personnel:

  • Responsible for preparing financial reports, budgets, and financial statements for the organization
  • Provides management with financial analyses, development budgets, and accounting reports; analyzes financial feasibility for the most complex proposed projects; conducts market research to forecast trends and business conditions.
  • Responsible for financial forecasting and risks analysis.
  • Performs cash management, general ledger accounting, and financial reporting for one or more properties.

Marketing Digital Agency:

  • Web design and creation
  • Designs effective strategy for the marketing operations of the company.
  • Ensures the implementation of the sales, marketing and promotional plans of the company.
  • Responsible for all social media channels, performance and activity to optimise the performance against KPI (Key Performance Indicator).
  • Managing product campaigns and contents throughout all social media platform (Instagram, Facebook, Pinterest)
  • Building relationship both externally and internally, including social media influencers, brand partners and other digital content creators.
  • Collect monthly reports on performance for all digital communications across all channels.
  • SEO optimisation.
  • Monitor the ROI of social media efforts.
  • Marketing automation to develop nurturing strategy.

External Professional Resources

  • A corporate lawyer who will be hired from time to time to offer legal advice and services to the company. This will include the examination of each contract signed on behalf of the company by the CEO and other delegated staffs.

 

 

 

 

 

 

What are the implications of this case for today’s educational leaders?

Website: mytlc.trident.edu

Ask support team for login info pls

For access to the Trident Online Library

Required Reading

Board of Education of Hendrick Hudson School District v. Rowley, 458 U.S. 176 (1982).

Retrieved from http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=US&vol=458&invol=176.

Brown v. Board of Education, 347 U.S. 483 (1954). Retrieved from http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=US&vol=347&invol=483.

San Antonio Independent School District v. Rodriguez, 411 U.S. 1 (1973). Retrieved from https://www.law.cornell.edu/supremecourt/text/411/1

Strauss, V. (2015). The end of public school desegregation? The Washington Post online. Retrieved

from https://www.washingtonpost.com/news/answer-sheet/wp/2015/12/14/the-end-of-public-school-desegregation/.

Helpful Web Sites for Legal Research

www.caselaw.findlaw.com (Search tool for state and federal cases and laws)

http://blogs.edweek.org/edweek/school_law/ (School law blog, primarily PK-12)

Assignment

EQUAL PROTECTION OF THE LAWS

Case Assignment

Select one of the U.S. Supreme Court cases from the background reading and write a 3- to 4-page analysis of the case that contains the following information:

1.What is the factual background of the case? (this section of the paper should be clear and brief).

2.What is the legal issue in the case?

3.What does the court decide?

4.What is the court’s reasoning/justification for their decision?

5.What are the implications of this case for today’s educational leaders? (this section of the paper should be at least one full page).

 

 

Assignment Expectations

Your work should demonstrate the following:

 

-At least 3-4 pages, not counting the title page and references.

-A clear introduction that orients a reader to the essay main content, and the main points discussed.

-A well-developed, well-balanced essay body that develops each point in its own paragraph.

-A concise conclusion that summarizes the whole essay.

-Include at least three references. Quoted material should not exceed 10% of the total paper (since the focus of these assignments is critical thinking). Use your own words and build on the ideas of others. When material is copied verbatim from external sources, it MUST be enclosed in quotes. The references should be cited within the text and also listed at the end of the assignment in the References section. Follow the APA Style® format, see www.apa.org.

-At least one in-text citation for each reference.

-General format/mechanics.

-A reference page which follows APA requirements.

-Organized in a clear and coherent manner.

-Double spaced with font size of 12.

 

Your writing should:

 

-Be clear, logical, and precise.

-Have breadth and depth.

-Show critical-thinking skills.

 

 

 

What are the implications of this case for today’s educational leaders?

Website: mytlc.trident.edu

Ask support team for login info pls

For access to the Trident Online Library

Required Reading

Board of Education of Hendrick Hudson School District v. Rowley, 458 U.S. 176 (1982).

Retrieved from http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=US&vol=458&invol=176.

Brown v. Board of Education, 347 U.S. 483 (1954). Retrieved from http://caselaw.lp.findlaw.com/scripts/getcase.pl?court=US&vol=347&invol=483.

San Antonio Independent School District v. Rodriguez, 411 U.S. 1 (1973). Retrieved from https://www.law.cornell.edu/supremecourt/text/411/1

Strauss, V. (2015). The end of public school desegregation? The Washington Post online. Retrieved

from https://www.washingtonpost.com/news/answer-sheet/wp/2015/12/14/the-end-of-public-school-desegregation/.

Helpful Web Sites for Legal Research

www.caselaw.findlaw.com (Search tool for state and federal cases and laws)

http://blogs.edweek.org/edweek/school_law/ (School law blog, primarily PK-12)

Assignment

EQUAL PROTECTION OF THE LAWS

Case Assignment

Select one of the U.S. Supreme Court cases from the background reading and write a 3- to 4-page analysis of the case that contains the following information:

1.What is the factual background of the case? (this section of the paper should be clear and brief).

2.What is the legal issue in the case?

3.What does the court decide?

4.What is the court’s reasoning/justification for their decision?

5.What are the implications of this case for today’s educational leaders? (this section of the paper should be at least one full page).

 

 

Assignment Expectations

Your work should demonstrate the following:

 

-At least 3-4 pages, not counting the title page and references.

-A clear introduction that orients a reader to the essay main content, and the main points discussed.

-A well-developed, well-balanced essay body that develops each point in its own paragraph.

-A concise conclusion that summarizes the whole essay.

-Include at least three references. Quoted material should not exceed 10% of the total paper (since the focus of these assignments is critical thinking). Use your own words and build on the ideas of others. When material is copied verbatim from external sources, it MUST be enclosed in quotes. The references should be cited within the text and also listed at the end of the assignment in the References section. Follow the APA Style® format, see www.apa.org.

-At least one in-text citation for each reference.

-General format/mechanics.

-A reference page which follows APA requirements.

-Organized in a clear and coherent manner.

-Double spaced with font size of 12.

 

Your writing should:

 

-Be clear, logical, and precise.

-Have breadth and depth.

-Show critical-thinking skills.

 

 

 

What do you know or recall about this product/service offering?

MBA404 Consumer Behaviour& Marketing Psychology
Consumer Decision –Making Process
Workshop 2
Copyright Notice
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WARNING
This material has been reproduced and communicated to you by or on behalf of Kaplan Higher Education pursuant to PartVB of the Copyright Act 1968 (the Act). The material in this communication maybe subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act.
Do not remove this notice
This Topic’s Big Idea
“Individuals engage in a different decision-making process”
Learning Objectives
1.
Explain why marketing managers should understand Consumer Behaviour.
2.
Analyse the components of the consumer decision-making process.
3.
Identify the types of consumer buying decisions and explain how they relate to consumer involvement.
4.
Identify and understand the cultural, social, individual and psychological factors that affect consumer buying decisions.
To recap:
Consumer Behaviour–Processes a consumer uses to make purchase decisions, as well as use and dispose of purchased goods or services.

Includes factors that influence purchase decisions and product use.
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Consumer Decision Making Process
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Step 1: Need Recognition

Occurs when a consumer is faced with an imbalance between actual and desired states.

Stimulus: Any unit of input affecting one or more of the five senses

Sight, smell, taste, touch or hearing.

Want: Recognition of an unfilled need and a product that will satisfy it.
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Engage Learning, pp 46 -56
Workshop Activity -Step 1
In this workshop activity students are required to discuss each of the consumer decision-making process steps,based on a product or a service of their choice.This activity requires the use of a laptop/tablet/mobile phone.Formapairorasmallgroupof3peopleanddiscussthefollowing:
Identify stimuli, a need, and a want that you associate with the selected product or service.
Please note that you can have more than one stimuli, need and want.
Step 2: Information Search
Internal information search:

Process of recalling information stored in their memory.
External information search:

Process of seeking information in the outside environment.
Non-marketing controlled information source:

Product information source that is not associated with advertising.
Marketing controlled information source:

Product information source that originates with marketers promoting the product.
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Step 2: Information Search
Evoked set: Group of brands, resulting from an information search, from which a buyer can choose

Perceived risk:

Knowledge;

Confidence;

Product experience;

Interest in outcome.
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Workshop Activity –Step 2

What do you know or recall about this product/service offering? Discuss with your fellow students and make some notes.

Using your telecommunication device, conduct a search for information about this product/service offering. Record information in the notes section.

Now your task is to group this information into the following two categories:

Non-marketing information

Marketing information
Step 3: Evaluation of Alternatives
Potential Alternatives:

Awareness Set

Evoked Set (considered alternatives)

Inert Set (back up alternatives)

Inept Set (avoided alternatives)

Unawareness Set
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Workshop Activity –Step 3
Based on the information gathered in the second step, construct an awareness set and identify the unawareness set
Evoked Set Inert Set Inept Set
Step 4: Purchase
Different considerations in regards to how will you purchase product/service:

Use of individual income

Credit Cards

Personal Secured/Unsecured Loans

Home Loans

Lease Agreement/Rent Agreement

Lay-by/ClicknCollect/Afterpay
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Workshop Activity –Step 4

Based on the evoked set of alternatives, identify purchasing method/s available to you as a consumer.

Which purchasing method/s is/are most appealing to you? Why? Provide reasons for your answer.

Please consider individual circumstances such as yearly income and affordability before making a decision about your preferred method of purchase
Step 5: Post Purchase Behavior
Cognitive dissonance:

Inner tension that a consumer experiences after recognising an inconsistency between behavior and values or opinions.
Marketing can minimise this through:

Effective communication

Follow-up

Guarantees

Warranties
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Workshop Activity 1 –Step 5
Cognitive Dissonance
Watch me:


After you have purchased the product/service of your choice, did you experience cognitive dissonance? Why? Provide a detailed explanation.

Did the company that sold you this product/service attempt to minimise the effect of cognitive dissonance? If yes, how so? Provide an example.
Types of Consumer Buying Decisions
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Determining the level of consumer involvement

Previous experience

Interest

Perceived risk of negative consequences

Situation

Social Visibility
Adopted from: Lamb WC, et all 2016, Consumer decision-making, MKTG3, Asia-Pacific Edition, Cengage Learning, pp 46 -56
Workshop Activity 2
Type of Consumer Buying Decision
Based on the information gathered in the previous activity, identify the type of consumer buying decision using criteria such as involvement, time, cost, information search and number of alternatives available.
Provide reasons for your answer.
Assessment 1 Overview
Assessment Title
Individual Video Project
Length
7 minutes (no more)
Weighting
25%
Total Marks
100
Submission
Online via Moodle
Due Date
Week 6
Description
In this individual assignment, you will be given an opportunity to explore contemporary marketing issues related to consumer behaviour. You are required to create a 7-minute video, in which you must discuss and critically analyse your recent purchase of a product or service based on the 5-step Consumer Decision Making Process.
Next Week
Psychological Factors: Motivation, Needs, Beliefs and Attitudes.

What was the purpose of adding magnesium sulfate in this experiment?

CHEM 2020 Lab 5 Formal Report Questions
Fall 2017
NOTE: These questions only comprise a portion of your formal lab report. Please refer the formal report guidelines on Moodle for the complete set of instructions on how to write this report.
1.If a student performing lab 5 accidently used acetone as the reaction solvent instead of diethyl ether, whatwould the major organic product(s) be? Draw the structure of the product(s) using chemical drawing software as part of your answer and explain why it is formed (no mechanism necessary).
2.What was the purpose of adding magnesium sulfate in this experiment?
3.Grignard reagents react with both aldehyde and ketone functional groups. How do you predict the reactionrate would change if the aldehyde in lab 5 was switched to a ketone? Explain your answer.
4.Acid chlorides (R-COOCl) are a functional group that can be synthesized from a carboxylic acid, and are veryuseful as “building blocks” for a wide variety of reactions. They react with Grignard reagents in a 2:1 ratio of Grignard:acid chloride. Predict the major organic product of the following reaction and show the mechanism for how it is formed (using chemical drawing software). HINT: check chapter 10 of the textbook! Fall 2018

What can be done to develop an individual’s ability to lead?

1.     Assessment Brief

1.1.       Brief

Part A:

Max 2,000 words

Complete five (5) pieces of reflective writing that may be based on lectures, seminar activities, recommended videos and/or readings that have been undertaken during the module. A list of themes is provided below to ensure that you are able to meet the learning outcomes.

Part B:

750 words Max 1,000 words

Complete a personal statement identifying how you have met the learning outcomes for this module through your reflective writing.

Tasks

Part A: (2,000 words)

Complete five (5) pieces of reflective writing that may be based on lectures, seminar activities, recommended videos or readings that have been completed during the module.

Topics

  • A leader’s effectiveness in influencing others. ( situation: a colleague has been too emotional, throwing different objects to the wall, showing his unhappiness and etc., showing his anger next to the team; please use Big Five Analysis, The Natural Leader analysis, Impulsiveness analysis. Please talk here about low emotional intelligence and how to Improve self awareness. Key learning can be : the person needs more training; to put him to work with the same people like him, to pay for a coach or mentor, the person showed cycological game playing damaging his own reputation)
  • Ethics and the ‘dark side’ of leadership. ( situation: new manager that just joined the company has done 360 degree feedback, announced the results in open meeting. Please use analysis such as Abuse of power, Mayers Briggs personal diagram. All about me attitude, the situation is ambush, lost trust straight away)
  • Using different styles of leadership successfully. ( situation: whilst working as a bouncer in the night club, the owner allowed to be fully in charge and to make a decision on further actions. Please use model such as Delegation style model and etc)
  • When leadership is completely different from management.
  • What can be done to develop an individual’s ability to lead?

You need to relate your reflective writing to concepts, models and theories of leadership and also to YOUR OWN EXPERIENCES OF LEADERSHIP. This can relate to all, or some of the situations below:

  1. Your own personal experiences as a leader in formal or informal situations.
  2. Your own personal experiences of people who currently have, or previously had a leadership responsibility for you.
  3. Leadership in companies you are working for or have worked for in the past.
  4. Leadership in voluntary/community/political/cultural organisations or groups you have worked with.
  5. Leadership in organisations known well to you, where you have seen the impact of those responsible for leadership on people you know.

Structure for reflective writing (About 400 words per topic)

Each reflective piece needs to include the following:

  • An introduction, outlining the reasons for choice of topic/situation/leader.
  • An analysis of the topic which describes the situation and also incorporates relevant leadership models, theory and principles to analyse the situation.
  • A concluding statement which captures key learning.

Structure:

  1. Introduction (50 to 75 words)
  2. Analysis (250 words)
  3. Conclusion/key learning (75 – 100 words)

Example:

A leader’s effectiveness as a leader and their ability to influence a specific situation.

Introduction

One of my first experiences as a leader was being asked to act up as temporary supervisor in a sports retail store, leading a team of 6 colleagues of whom I had always got on really well with. However, it was these relationships which prohibited effective leadership.

Analysis

I’ve always had a strong relationship with everyone, considering them good friends rather than colleagues. However, Gentry (2015) notes that it can be hard to manage former co-workers as some fail to take tasks seriously, attempting to use their “friendly relationship” to their advantage.  This was certainly an issue for me, as some team members became lazy frequently arrived late

Although I knew these were issues that had to be addressed, I feared confronting the team could damage our existing relationship. Therefore, I ignored the issues, and attempted to complete the unfinished work myself. However, this only led to further problems and presented me as a weak leader.

Figure 1 represents a self-assessment of my leadership at this time, by applying Kirkpatrick and Locke (1991) listed leadership traits. Although I had some strong leadership traits, which included good knowledge of the business, my self-confidence prevented me from becoming a successful leader. Not being confident enough to approach the team to address the problems I had noticed, actually decreased my motivation to lead.

 

Trait My score out of 5
Drive 4
Desire and Motivation to Lead 2
Honesty and Integrity 3
Self-confidence 2
Intelligence 4
Knowledge of the business 5
Other Traits (weaker support): charisma, creativity/originality, flexibility 4

 

Also, only being given the title of ‘temporary supervisor’ meant I lacked ‘legitimate power’ of formal position to make demands of my co-workers (French & Raven, 1959 – See Figure 2). My colleagues picked this up and consequently allowed standards to drop. Additionally, without the threat of ‘coercive power’, staff were non-conformant to typical expectations, likely because there was no fear of punishment (McCrosky at al, 1983).

Conclusion

As Groon (2003) states, “there can be no leaders without followers”, therefore, my overall lack of support made it hard to become an effective leader. In future, I would consider operating as a “self-managed team” (SMT) where employees share the responsibility and work load, rather than having one outright leader (Nahavandi, 2015).  Instead of allowing standards to drop, this would have improved efficiency and productivity by sharing a common goal (Burns, 2017).

One action I would implement is to hold a short team briefing meeting at the beginning of each day and agree key tasks and responsibilities with the team, giving team members some say in how these are decided.

Part B: (1000 words)

Complete a personal statement identifying how you have met the learning outcomes for this module. Your content in Part B can relate to your own experience of leadership or the wider business world.

You must include the following elements, (which directly relate to the learning outcomes).

  1. Assess the strengths and limitations of two leadership theories when applied to leadership in practice.
  2. Critically evaluate the strengths and limitations of two leadership concepts and frameworks in solving problems in different contexts.
  3. Appraising two different factors and contexts which impact on leadership practice.
  4. Analysing how the concept of ethics can impact on leadership and decision-making.

1.2.       Assessment Submission Structure (for Parts A and B)

  1. cover sheet
  2. Title page
  3. Table of contents
  4. Leadership
  5. Ethics
  6. Leadership styles
  7. Leadership and management
  8. Developing leadership ability
  9. Personal statement
  10. References
  11. Appendices

1.3.       Assessment Marking Scheme (Student Version)

The assignment is marked out of 100. The following table shows the mark allocation and the approach required.

Assignment Part Mark Approach
Part A – five reflective pieces

 

Indicative word-count:

400 words x 5

(2000 words in total)

 

  For an excellent mark, the reflective pieces will:

–     Provide an in-depth coverage of the concept of leadership, supported by a wide range of leadership theories and models, which will be insightfully applied to specific situations that you have personal experience of.

–     Show insightful appreciation of different contexts and how leadership needs to adapt to the needs of key stakeholders and the wider situation.

–     Show creative/innovative thought and incorporate modern leadership theory, accurately relating this to a suitable context related to personal experience or learning.

–     Include insightful coverage of the concept of ethical leadership, which will be clearly explained and integrated into analysis and reflections.

–     Incorporate evidence of significant wider reading and Harvard referencing.

Part B – personal statement

 

Indicative word-count:

750 words

 

  For an excellent mark the personal statement will explain with insight how you have:

–       Assessed the strengths and limitations of two leadership theories when applied to leadership in practice.

–       Critically evaluated the strengths and limitations of two leadership concepts and frameworks in solving problems in different contexts.

–       Appraised two different factors and contexts which impact on leadership practice.

–       Analysed how the concept of ethics can impact on leadership and decision-making.