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the concept of evil and its close relationship to suffering would not present a problem were there no concept of the good

The Concept of Evil

In principle, the concept of evil and its close relationship to suffering would not present a problem were there no concept of the good. The philosophical problem of evil has been addressed throughout the ages in both philosophy and religion’s most fundamental writings. Hinduism, for example, treats all reality monastically. Evil only appears evil, yet it participates in the good of cosmic reality of the divine.

Evil is necessarily a relative term, its meaning becomes dependent on the kind of good which it negates or excludes. The problem which arises is the presence of contradictions on experience. The terms good and evil seem to be contradictory. The hypothesis resulting: How can we sense reality in such a way as to account for its seemingly contradictory manifestations of good and evil?

If one looks at evil as an incomplete good, we begin to have a basis for philosophic inquiry. One aspect or group of aspects may be offensive (Evil) whereas the whole is good. The problem that results is that from incompleteness alone, the goodness of the complete cannot be inferred; some implied goods are in turn parts of an evil whole. This demonstrates that the proposed view can be granted only partial validity.

Evil, if seen as a necessary segment needed to serve an unknown good is conceivable but how can we know that the unknown is good? If in fact we have this unknown, does this unknown good make the known evil less evil for man? “The difficulty of accepting evil as a necessary ingredient of reality leads directly to concepts of malevolent supernatural forces. If evil need not be and should not be, if things have somehow gone wrong and evil has intruded into a world which could have been free from it, who could have been responsible” (Cavendish, 1993, p. 3ff Since evil is seen as lying outside of man’s human capabilities, its origin must he outside of the human domain. This origin therefore must reside in some supernatural manifestation, either the gods and goddesses of forgotten realms or the devils and demons of established religions. “At a deeper level, the powers of evil have not been thought out as much as recognized. …evil impulses which stir and whisper in the brain may feel alien to the person … as if they have been insinuated into his consciousness by something from outside” (Canvendish, 1993, P. 3).

Yet what if these assumptions on evil are erroneous, if in fact evil, and the sinister aspects of evil are just an illusion? The reality of evil may in essence be the product of the inner workings of the mind, projected into conscious reality. The collective unconscious of Jung, although a psychological type, contains a definite psychological nature with a language. Images, symbols and fantasies are the vocabulary of the language of the collective unconscious. The collective unconscious manifests in culture as a universal motif with our degree of attraction. In describing the collective unconscious, Jung stated that it consisted of mythological motifs or primordial images which he referred to as archetypes. Archetypes are not a priori ideas, but “typical forms of behavior which, once they become conscious, naturally present themselves as ideas and images, like everything else that becomes a content of consciousness” (Jung, 1969a, par. 435). The archetype’s presence is felt as numinous that have a profound spiritual attribute. This mythological manifestation in turn must be given some meaning by the individual. “But, the discovery of meaning is at the same time an experience attended by numinosity and accompanied by a sense of the awesome, the mysterious and the terrifying which always connected to an experience of the divine, in whatever lowly, unacceptable, obscure or despised form it may appear” (Samuels, et al. 1987, p. 92).

Jung described numinosum as “a dynamic agency or effort not caused by an arbitrary act of will. On contrary, it seizes and controls the human subjects, who is always rather its victim than its creator. The numinosum — what ever its causes may be — is an experience of the subject independent of his will. … The numinosum is either a quality belonging to a visible object or the influence of an invisible presence that causes a peculiar alteration of consciousness” (Jung, 1969b, par. 6).

The fact remains that evil has presented the twentieth century with the same questions that have perplexed humanity form the beginning of time: ‘From whence did it originate?’

In man’s attempt to progress, he has ignored the basic aspects of his humanity. Good and evil have become just another by-product of our technological society, an illness that’s roots are no longer important. Society has projected all its negative side effects as the cost one must pay for advancement. Material success is justified at the expense of ethics and morality. Yet the question stills remains if evil is caused from within or by some supernatural force. If in fact it is mankind that has perpetuated the evils of the world, then to heal humanity one must first heal man.

Evil Defined over Time

Throughout the centuries, the enigma of evil has occupied the main stage in the human experience. Evil knows no boundaries of time and space.

“There has probably never lived a human being who did not at some time in his life wonder why the world, for all its beauty and wonder, should also be so replete with grief, sorrow, conflict and with madness” (Anders, 1994, .p. 2). In mans search to find the answers for these human frailties the concept of evil evolved. “For thousands of years, in other words, man has attempted to solve the mystery of evil by means of myth, legend, and philosophical speculation, leaving his progeny with little more than a legacy of lies and empty conjecture” (Anders, 1994 p. 2).

Dr Paul Carus states that there are no religions in the world where pain, misery or destruction are not represented by some demon or monster the shadow of darkness or evil (1996). In Egyptian literature we find Seth, Bess and others that represent the dark powers. In Buddhism Mara the tempter is the personification of evil. The Chaldeans see chaos (Tiamat) as an evil monster. The tension between the existence of evil and the concept of good has plagued philosophers and theologians through out time. In their attempt to define evil they developed three types of evilness in the universe. First, there is natural evil, the natural world and its fallen state. Second, there is moral evil. This type of evil is the result of the will of moral being. Finally, according to Peterson, there is metaphysical evil, consisting of the Devil and demons (1986). Every great writer of literary fiction has his or her own definition of evil and how he or she alone decides it will be presented to the reader. The evil represented in a novel may be as flagrant as murder or rape as in Dostoevsky’s The Brothers Karamazov or as the psychological manipulation of another character as in Hardy’s Tess of the D’Urbervilles.

“Thomas Hardy’s Tess of the D’Urbervilles is a novel in which his protagonist and other characters are confronted by an almost endless array of emotional and moral choices that the reader must ultimately define as good or evil” (Northrup, 1977, p. 225). To create the fingering, ever ominous theme of moral and psychological dilemma cast upon his characters, Thomas Hardy introduces the human attributes of greed, lust, pride, philosophical ideas and religion. He uses themes that require the reader to take a critical look at the character’s situation, the character’s thought process and its impact of the character’s decision making.

In order to better understand the concept of moral and physical evil, it must first be defined and separated from natural evil. Natural evil refers to events linked to natural disasters such as floods and earthquakes. Moral and psychological evil refers to the “evil things that people do to each other and themselves” (Alloway, 1974, p. 214). Natural evil can be easily explained away by relying on religion or natural forces of the universe. Moral and psychological evil are not that easy to rationalize. Human beings make choices that affect every person around them. As Hardy has so aptly pointed out in Tess of the D’Urbervilles these are moral and psychological choices which can lead to not only physical, but psychological destruction as well. As Lyall Watson explains in his novel Dark Nature, “My intuition is that ‘evil’, for all its dark and threatening aspects, is inevitable a sort of black hole in nature” (1995, p. 24). As Rousseau puts it: “God makes all things good; man meddles with them and they become evil…. [a]ll wickedness comes from weakness. The child is only naughty because he is weak; make him strong and he will be good; if we could do anything we should never do wrong” (Rousseau, 1986, p. 5 p. 33). That the failure is internal is expressed in Plato, Aristotle, the Stoics, many [but not all] Christians, and Spinoza in modem terms it is expressed by Norton and Midgley (Kekes, 1990). “As Rousseau says, our weakness is the cause of the evil we do” (Kekes, 1990, p.125).

Kant refers to the predisposition of human nature, which he divides into three forms. According to Kant, the first is the predisposition for one to satisfy his basic physical and psychological. The second is the rational evaluation of one’s satisfaction of the basic and culturally conditioned needs in relation to one’s happiness. Kant’s third predisposition is to submit his will to the moral law. “All of these predispositions are not only good in negative fashion (in that they do not contradict the moral law); they are also predispositions toward good (they enjoy the observance of the law). They are original, for they are bound up with the possibility of human nature. Man can indeed use the first two contrary to their ends, but he can extirpate none of them” (Kant, 1960, p. 23).

Although Kant indicates that the individual’s natural inclination is for good, he also makes it clear that there is also “…the propensity to evil in human nature…” (Kant, 1960. p. 23). The good according to Kant is acquired whereas the evil is brought upon ourselves. “Evil is possible only as a determination of free will, and since the will can be appraised as good or evil by means of its maxims, this propensity to evil must consist in the subjective ground of the possibility of the deviation of the maxims from moral law” (Kant, 1960, p. 24).

Therefore, individuals have a propensity to good, but through the exercise of free will one chooses between good and evil. “Kant believes that human nature is basically good evil arises because we choose to subordinate our moral predisposition to that of self love” (Kekes, 1990, p.131).

In Kant’s synthesis, then man is not corrupt. He is “…still capable of improvement. for man, therefore who despite a corrupt heart yet possess a good will, there remains hope of a return to the good from which he strayed” (Kant, 1960, p. 39). Evil then becomes a condition of the soul, which is in part a result of its unbalanced and incomplete quality. The incompleteness is a result of mans inability to keep the ego in balance with his true inner self. The extension of the ego is seen as the individual is being immersed in self love. This self love is in reality a state of emptiness in degree, an emptiness in inner being, a shadow (self love) and no reality of the soul itself This evil state then is a state which is negative, relative and transitory. It implies the absence of completeness, which is acquired during the souls evolutionary process, the knowing self.

The metaphysical concept of evil concerns the contradiction between the religious assumptions in the good and omnipotence of God or supreme essences, and the reality of evil experienced in the world. The classification of the religions of the world addressed this problem with three possible solutions. The first is seen in the teachings of Hinduism, where a monistic approach is offered according to which the phenomenal world is but an illusion or Maya. It is in Maya that evil exists — an evil which is only illusionary. In the Western world we see a mirror image of this concept in the teachings of Christian Science. “Evil is but an illusion, and it has no real basis. Evil is a false belief'( Eddy, 1934, p. 480:23,24). This may address the problem of evil, but makes no attempt to solve it. It leaves its consequences as unexplained. The second explanation is seen in Persian Zoroastrianism, where we find a dualistic approach to good and evil centered in two deities Ahura Mazdah and Angra Mainyu. Zoroastrianism expresses this concept in its most extreme form as Cosmic struggle between these deities. This approach to the concept of good and evil is not unique. Plato’s Timaeus use this dualistic approach as does J.S. Mill in ‘Attributes’, Three Essays in Religion (1874) and Edgar Brightman in his A Philosophy of Religion (1940, chap. 8-10) The third explanation is found within Christianity. “In the first centuries of Christianity there raged a battle over the integration of evil into the image of God” (Ribi, 1989, p. 26). For an answer to this anomaly Christianity developed a distinctive combination of monism and dualism, a dualism which is posed as ethical within the framework of metaphysical monism. “Beneath the surface of monotheism lies a concealed dualism of good and evil, and beneath that, even a polydemonism” (Ribi, 1989, p. 26). In this attempt, the early Christian writers hoped to answer the main objection created by the introduction of evil in the world. “To many, the most powerful positive objection to belief in God is the fact of evil” (Hick, 1982, p. 330).

The problem of evil creates a theoretical problem. “If God is perfectly loving, he must wish to abolish evil; and if he is all powerful, he must be able to abolish evil. But evil exists; therefore God cannot be both omnipotent and perfectly loving” (Hick, 1982, p. 330). In answer to this problem, one can accept that God is not powerful enough to create a world that does not contain evil, or he may state that God created only good so that evil must have been generated by some other power. He may still find this inadequate and may state that God is all powerful but morally imperfect and made a decision to create an imperfect Universe. Most Christians would find this solution objectionable in the fact that it ignores the basis of religious belief “Thus the problem of evil is both real and acute. There is a clear prima facie case that evil and God are incompatible — both cannot exist” (McClosky, 1982, p. 315).

In Christianity, the goodness and the greatness of God and the reality of evil are affirmed, but the origin of evil is still a mystery. “Whatever is relegated to the unconscious, whatever is without some kind of representation in consciousness, threatens to become a demon” (Ribi, 1989, p. 3 0). One affirmation is through Theodicies. A theodicy is a rational attempt by theists to exonerate God as the source of evil. Basically, these attempts try to modify one or more of the problems of evil. There are two different foci that could be viewed in this situation. The first one is those who modify the nature of God. They believe that God is limited, and evil is a reality. This view is known as Process theology and is found in liberal Protestantism and liberal Judaism. This view sees God as finite and in the process of struggling with evil. The other view is from those who re-define the nature of evil. These people see evil as being good. Evil and suffering bring out the good in people; therefore, evil is good. They also believe that evil comes from Satan. This results in dualism, which teaches that good and evil are equal. These are two different views, but both are considered a solution in the problem with evil (Silvester, 1981). Christians give many reasons why God has allowed evil, even if the reasons are a mystery of their own. “Every communication with the divine and every religious feeling comes to consciousness only via the psyche. The psyche is thus the bearer of the imago dei (image of God), although we are not in a position to affirm scientifically what causes this image” (Ribi, 1989, p. 20). Christianity and other religions usually have five basic answers to the question concerning evil. The first one is that there is not a God at all. This a common answer, but not a ‘Christian’ answer. The next answer is that evil is not actual. In other words, everything evil that has been done has brought some good somewhere and somehow. The next solution is that evil is just one big mystery. These are the people that feel that evil should not be questioned. Then there is the solution that God is not in fact all powerful. God has many enormous powers, but there are powers that roam the earth that God has no control over. The last solution is that God is not always entirely good, God, Eke humans can also have a negative side (Silvester, 1981). “Theodicy, as many modem Christian thinkers see it, is a modest enterprise, negative rather than positive in its conclusions. It does not claim to explain, nor to explain away, every instance of evil in human experience, but only to point to certain considerations which prevent the fact of evil (largely incomprehensible though it remains) from constituting a final and insuperable bar to rational beliefs in God” (Hick, 1982, p. 3 31).

Christian rationale has always considered evil in its relations to human freedom and responsibility. Since man is a finite center, he possesses relative freedom, which in turn makes him/her a self-directing agent responsible for his/her decisions. “Free Will is not a constant or a priori quantity; rather it is that libido charge that is at the free disposal of consciousness” (Jung, 1969a, p. 201-204).

Evil — A Theoretical Foundation

At this point it becomes necessary to lay a foundation for the discussion of evil in purely theoretical terms.

If one begins with the Pythagorean Y which signified choice (Free-Will), it becomes evident how the concept of good and evil takes on meaning. The central stem concept of good and evil takes on meaning. The central stem separates into two parts: one section flowing to the right and the other section flowing to the left. The right branch signifies Divine Wisdom and the other symbolizes Earthly Wisdom. Man (Being) in his growth (Becoming) symbolizes the central stem of Y. It is at the junction of the branches, where man must choose or not choose his path. The left-hand path follows the dictates of mans lower nature (Earthly Plane) — which leads to stagnation or remaining at the same level of development. The right-hand path, signifying Divine Wisdom, leads to the ultimate regaining of unity with the superior sphere or Totality.

Given that individuals are governed by the Law of Free Will, in that every person has absolute freedom of choice and that decisions on those choices make an individual responsible for the results, then individuals, if they were not meant to make mistakes, would not subscribe to the Free Will system. It is the existence of Free Will which helps one to grow. “Free Will is mankind’s main tool in each incarnation for learning lessons for evolvement” (Bletzer, 1986, p. 844).

The solution to the inquiry of good and evil then lies in the understanding about the truth in human nature. According to Robert Ellwood in theosophy — “Human nature has a destiny that is only tangential to external nature, though at present painfully intertwined with it” (Ellwood, 1986, p.151).

The Stoic Chrysippus maintained that good and evil being contrary, both are necessary since each sustains the other. The idea is not that good and evil were created in some past time in static form, but that their growth is a continuous process, a continuous process and evolution from imperfection to perfection, from worst to best. Therefore, one cannot say that beings are essentially evil, they are merely less perfect or evolved. We now begin to see the gradient of imperfection. If one is on a certain level, then everything below that level must be imperfect, less desirable. To lower ‘standards or submit to desires is then a loss of perfection and therefore becomes a state of evil.

The state of evil therefore becomes a state of imperfection in growth. “Imperfect beings living in an imperfect state because of their imperfect evolutionary unfolding, or their imperfect development — while this is so; giving constant hope to imperfect beings to grow better, nevertheless hearken: this does not mean that imperfect things or beings are essentially good” (Purucker, 1973, p.154). In reality, one can rationalize on a conscious level ‘”evil’ thoughts, actions, or lack of actions, yet karmic law requires justification. Karma adjusts each effect to its cause. It gives back to each individual the actual consequences of his own actions. We become responsible for these actions, and karma impartially returns their results to us.

Whenever imperfection imbalance is produced in the self, there is no quantitative duration for this experience; each is dependent upon the individual. Therefore, “evil abstractly consists of transitory states or conditions — however long they may last — in which monads pass during certain phases of their endless peregrinations upwards and outwards” (Purucker, 1973, p.155).

Within this context, Karma is seen as the law of readjustment which even works to restore equilibrium in the physical and harmony in the moral world. Karma is then the limitation set for individuals at their present level — the level at which we have to speak of “choice” between alterations. Individuals then must make choices — certain of these become constructive — thus future oriented, while others are destructive or evil. To refuse to move forward and grow is stagnation. Evil is essentially the refusal to move toward evolvement. “It is to accept the repetitive inertia of past choices as inevitable or too powerful to oppose. It is to succumb to karma, instead of using what the past has produced…” (Rudhyar, 1981, p. 48).

Within the individual resides the human being species seed or the pattern of a perfect human being. This essence motivates the human fife cycle and becomes one of the perpetual evolvement towards totality. The whole of nature is one, a unity. Man therefore becomes the inner universe, the essence of being, becoming — unfolding to unite with the whole in an unending progression from imperfection to perfection.

‘Any being who or which is insufficiently evolved to have brought out divinity from within itself, at least to some degree, can be called “evil”| by comparison with beings much more perfect” (Purucker, 1973, p. 551).

The development of this principle becomes evident through the following: taken the relative positions of good and evil, the first consideration to be examined is the absolute value of each. Since good is not and cannot be an absolute value due to the law of free will, and that if good was absolute, its opposite evil must also be absolute; they become offsets and balances in nature, one being relative to other, arising out of the conflict of wills.

That the polarity of opposites is important can be demonstrated, considering that without the positive aspect we would not have a scale to judge the negative. The law of free will and the law of polarity are dependent, one upon the other. If man did not have the ability to make or not to make choices, he would not need alternatives. Therefore polarity would have no function. Man would no longer need opposing principles and each contrasting principle would not need to contain the potential of the opposing principle. Since all would be ruled by a universal force of determinism, no one could be other than what he is. Therefore, individuals would be justified in their actions, decisions, and fife cycles resulting from the premise that for them there could be no other. In maintaining this structure, one’s actions could not be compared to another because such a comparison would be non-existent. As a result of determinism, the Being (man) would have a structure, a blur print, if you like, to follow. Since this structure would be the only existence, therefore an opposition of polarity could not exist since non-being cannot create being. “What is permanent must remain forever the same. It is what it is, and to become something other than this would involve the contradiction that it became what it is not” (Popkin and Stroll, 1956, p. 71). The changing world, therefore, must become that which the permanent world is not. The only aspect of the universe, if determined, is that it exists. In reality then, the changing aspect (polarity) cannot be part of existence since it does not belong to the real unchanging aspect (determined) and must, therefore, be non-existence. As William James insisted in his essay on “The Dilemma of Determination,” there are striking features of our moral experience which can be known only if we assume that men are free agents (Free Will). The attribution of responsibility for our actions makes no sense if we are governed under the law of determinism. If one is predetermined to act in a given manner then responsibility for that action is not his, and the action can therefore not be judged on any standards available. The individual therefore would be incapable of manifestation, for as long as there is manifestation, there is imperfection.

“To illustrate: Take any one of us, a human being, we are beings in manifestation, therefore we are imperfect, and throughout beginningless and endless time we shall in various hierarchies and in different degrees of imperfection, on lower or on higher planes, be running the external cyclical round of developing and unfolding ever more and more” (Purucker, 1973, p.157).

Polarity therefore becomes imperative for if imperfection is a given, so then must its counter part, perfection, be a given.

Free will and the concept of evil take on a new meaning. Although free will always allows the individual the opportunity to change their future course, this does not mean acting contrary to the future because that is an impossibility. Free will allows one to modify their own conduct in regards to that future which is the unity with totality.

Growth then is seen as the manifestation of the interplay between the polar opposites good and evil. “If a complete human being is a feeling being, then evil must be allowed to exist for this feeling nature of ours to live and grow” (Stanford, 1981, p.10). Since man (Being) is in a constant state of flux (Becoming), due to the nature of the human being species seed then all events become manifestations of a basic oneness. This does not imply that all things are equal. Opposites are abstract concepts belonging to the realm of thought and as stated earlier concerning good and evil relative.

When one becomes aware of good, he must out of necessity also be aware of evil. The ancient Chinese philosopher Chu Hsi believed, “good and evil have no existence in themselves, but are terms applied to things according to their advantage or injury to oneself or to mankind” (Standford, 1981, p. 7).

One who wishes to grow may be placed in a situation of pain and suffering, which to some may seem evil. However for that individuals growth it is a necessary good. One must be aware of the relativity and polarity of all o

pposites. These experiences of good and evil, pleasure and pain, are not experiences belonging to different categories. They are only two sides of the same reality, oppositions of the phenomenon, manifestation of the interplay of the two.

It becomes necessary therefore to see polarity as the weights placed upon the dynamic balance of karma. For true growth is not to strive for good, for good’s sake, or to eliminate evil; it is rather following the path of balance. One must strive to maintain the balance between opposites. They are never static but a dynamic interplay between two extremes. Nietzsche stated that the individual could not become conscious of the beautiful and the good without also having a conscious development of ugly and evil. In reality therefore, “Evil is purposeful inaccuracies of fife activity; man-made decisions about another individuals evolutionary growth experience, one unfolding in his or her path according to their own speed, but not in accord to another person’s lifestyle or opinion” (Bletzer, 1986, p. 218). Evil therefore becomes the Maya, or self-created illusion, by which we five. This does not deny that it exists, albeit it exists as an illusion.

Evil and Human Nature

The fundamental aspect of human nature is good, and it is evil which makes it

corrupt . that the fundamental goodness of human nature is necessarily connected with the capacity to choose; and that human worth is thus possessed equally by all moral agents” (Kekes, 1990, p.125). This position was supported by Kant during the seventeenth century. As Rousseau put it “God makes all things good; man meddles with them and they become evil… Wickedness comes from weakness. The child is only naughty because he is weak; make him strong and he will be good; if we could do anything we should never do wrong.” (1986, pp. 5, 33), Kant and Rousseau opened the doorway to hope in their philosophical inquiries. “The scheme of things is essential good, there is a rational and moral order in reality, and we human beings, in our uncorrupted state, are part of this rational and moral order. Evil comes from our failure to conform to it. The source of this failure may be internal or external to human agents” (Kekes, 1990, p.125). The failure as noted earlier is due to internal agents. Kant would agree that evil is a corruption of one’s individual nature.

The Christian rationale has always considered evil in its relations to human freedom and responsibility. Since man is a finite center, he possess relative freedom which in turn makes him/her a self-directing agent responsible for his/her decisions. “Free Will is not a constant or a priori quantity; rather it is that libido charge that is at the free disposal of consciousness” (Jung, 1969a, p. 201-204).

Kant and others in their philosophical inquiries of evil have just touched the edge of the concept of evil and man’s relation to it. In the study of Kabbalah literature, a break-through to this relationship was slowly accomplished. It is the Being-man, the inner self which is in a constant state of becoming (growth), self-induced and independent of creation. The essence of man is contained in man. The potential for free will has given man (Being) a path or options of paths and Being must choose individually. Upon this choice the basis of man’s growth or regression is dependent. The growth or stagnation is self fulfilled by the individual. The spirit of creation doesn’t interfere, but allows one to make the decision on his own. If the individual makes a decision not in accordance with the perfection of creation the individual must re-learn or relieve this incident. It is through this process that the individual is made whole again in accordance with the perfection of creation. This is the process of becoming.

Man is the inner universe, the essence of being (creation), becoming and unfolding to unite with the whole in an unending process till perfection and union are achieved. In a discussion of the relative position of good and evil in man’s unfoldment, the first consideration to be made is the absolute value of each.

Since good is not and cannot be an absolute value in creation due to the consideration of free will, an alternative must exist which becomes known or identified as evil. The converse is that absolute evil cannot exist, for then there would be no concept of good. Based on this fact, a neutral ground must exist, a ground of balance and harmony. This neutral ground must, by the k

Gestational Diabetes Mellitus (Gdm) In Pregnant Women The Case Of Australian Women

Gestational Diabetes Mellitus (Gdm) In Pregnant Women: The Case Of Australian Women

Introduction

Contents

TOC o “1-3” h z u HYPERLINK l “_Toc376181704” Prevalence’s of GDM PAGEREF _Toc376181704 h 1

HYPERLINK l “_Toc376181705” Symptoms of GDM PAGEREF _Toc376181705 h 2

HYPERLINK l “_Toc376181706” Causes of GDM PAGEREF _Toc376181706 h 3

HYPERLINK l “_Toc376181707” Managing GDM PAGEREF _Toc376181707 h 3

HYPERLINK l “_Toc376181708” Impact of GDM on the Public Health Sector PAGEREF _Toc376181708 h 3

HYPERLINK l “_Toc376181709” Public Health Nutrition Initiatives for Addressing GDM in Pregnant Women PAGEREF _Toc376181709 h 4

HYPERLINK l “_Toc376181710” Carbohydrate Intake PAGEREF _Toc376181710 h 5

HYPERLINK l “_Toc376181711” Caloric Intake for Normal and Underweight Women PAGEREF _Toc376181711 h 5

HYPERLINK l “_Toc376181712” Caloric Intake for Overweight/Obese Women with GDM PAGEREF _Toc376181712 h 5

HYPERLINK l “_Toc376181713” Vitamin and Mineral Supplementation PAGEREF _Toc376181713 h 5

Gestational Diabetes Mellitus (GDM) is defined as the degree of glucose intolerance that is first detected during pregnancy. This is the definition that applies whether insulin or only diet modifications are used for its management or treatment and whether or not the condition persists after pregnancy1. It is considered the most common metabolic complication of pregnancy2. GDM has been associated with both maternal and fetal morbidities therefore increasing the urgency of early diagnosis in order to reduce cases of maternal and fetal morbidities and allow for extra measures to be taken to allow, subsequent attempts as well as delaying and if possible preventing the onset of type 2 diabetes2. Although GDM is fairly common among pregnant women, its true rate of prevalence remains highly controversial and as a matter that generates heated debate. Approximated figures however show that approximately 7% of all pregnancies are complicated with GDM. These figures however range from 1 to 14% mostly depending on populations studied and diagnostic tests used. GDM appears as a result of a broad spectrum of genetic and physiological abnormalities that characterize diabetes outside pregnancy. Women suffering from GDM have been found to have a higher likelihood of developing diabetes even when they are not pregnant. Risks associated with GDM include and are not limited to; macrosomia, polyhydramnios, obesity and excessive weight gains3.

Prevalence’s of GDMRecent studies show that GDM is on the rise. The Kaiser Permanente of Colorado screening program for example found out that case of GDM doubled from an initial 2.1% to 4.1% among a test sample of 36,403 pregnancies between the years 1994 to 20024. According to the first national report on incidence of gestational diabetes mellitus among Australian women of the year 2005-2005, GDM was diagnosed in 4.6% among pregnant women of between the ages of 15 and 49. This however represented an increase of 20% from the year 2000-01 to 2005-06. This is an alarming trend that needs to be checked and serious steps taken to avert further rises in cases of GDM. The research also found out that risk of being diagnosed with GDM increases with age; women between the ages of 15-19 years for example have a 1% chance of contracting GDM compared to 13% for women between the ages of 44-49. The study further found that women aged 30-34 accounted for more than a third of GDM cases in 2005-065.

In order to effectively diagnose GDM, 1the new standards of Medical Diabetes Association (ADA) recommended screening for undiagnosed type 2 diabetes at the first prenatal visit for women with a high diabetes risk factor. It further recommended that tests be performed at the 24 to the 28 week of gestation. Additionally, women who have been diagnosed with GDM should also be screened for persistent diabetes in the 6 – 12 week. Women with GDM are also encouraged to have life-long screening commitments6. The Australian diabetes in Pregnancy Society (ADIPS) also drafted recommendations for the diagnostic of GDM in 1991. The guidelines they formulated have now been implemented nationally with only minor adjustments at the local level.

Symptoms of GDMWorldwide, several diagnostic criteria are used in the diagnostic of GDM. The original criteria developed in 1964 and which is still widely used is based on the prediction of development of maternal diabetes16. The Australasian Diabetes in Pregnancy Society (ADIPS) developed consensus criteria used for diagnosis of GDM in 199117. These criteria while the basics remain the same have been restated over time and are now widely used.

Some of the symptoms associated with GDM include; maternal age over 35 years, poor previous obstetric clinical analysis, family history of type 2 diabetes, prediabetes or impaired fasting glycemia, obesity, polycystic syndrome and smoking during pregnancies. African-American, Native American also has a higher chance of contracting GDM. GDM is linked with strong possibilities of the mother developing types 2 diabetes in future and usually with severe perinatal outcomes with one of the possible outcomes being intrauterine programming.

Causes of GDMWhile there are no well identified causes of GDM, research has shown it is highly likely caused by hormonal imbalance during pregnancy. As the placenta supplies the fetus with water and nutrients, it also produces hormones such as cortisol, estrogen and human placental lactogen which are necessary in maintaining the pregnancy. These hormones are thought to have a blocking effect on insulin; this effect is called the contra-insulin effect which usually occurs between the 20 and 24 week of the pregnancy7. These hormonal imbalances consequently lead to increased resistance to insulin by the pregnant woman leading to impaired glucose intolerance8.

Managing GDMAll women should receive nutritional counseling which would help them personalize their medical nutritional therapy (MTN) while at the same time strictly adhering to the guidelines of the American Diabetes Association. The MTN should incorporate adequate nutrients and calories to meet the needs of the pregnancy. In the case of obese women, a 30% calorie restriction should be imposed in order to reduce hyperglycemia and plasma triglycerides while at the same time leading to no increases in ketonuria1.

Women with GDM should also enroll in a program of moderate physical activities; this has been shown to significantly lower glucose concentration. Impacts of rigorous exercises however, still require more studies to show if they have any impacts on neonatal complications1.

Human insulin should also be used when insulin is prescribed. Self-monitoring of blood glucose (SMBG) should therefore act as a guide to the dosage and timing of the insulin. The use of insulin analogs has however not been adequately tested in the treatment of GDM1.

Impact of GDM on the Public Health SectorThe recent increasing trend of GDM is leading to growing concerns on its effects now and in future on the public health care system. GDM for example will lead to significant increases in pregnancy complications which will require increased resources to manage effectively in order to reduce potentially adverse prenatal outcomes9. Additionally, approximately 50% of women with GDM are expected to develop type 2 diabetes which will increase stress on our current health care structures even further10.

The total cost of managing GDM and diabetes on the economy is alarmingly high. In Australia for example, it is estimated that the annual cost of managing GDM and type 2 diabetes is $6 Billion with the annual health care cost per person being $4,025 as long as there are no associated complications. This figure however rises to approximately $16,698 in people with diabetes related complications such as micro and macro vascular complications15.

GDM has also been attributed to increasing cases of obesity. Studies have shown for example that infants of women with GDM are at increased risks of having diabetes, impaired glucose tolerance and developing obesity as young adults11, the increased risks are or maybe independent of genetics11. This is bound to put even more pressure on a society that is already grappling with serious proportions of obesity and which it has continually been unable to handle.

Diabetes is also known to lead to compounded health complications which includes;

GDM and diabetes related complications have been known to be a leading cause of death. Diabetes for example is listed as a contributor of 3% of deaths in Australia. This figure can however rise to about 9% if complications caused deaths are included. When diabetes related complications are listed as the underlying cause of death, it is associated with 67% causes of death, 30% kidney related failures, 20% heart failure, 25% cancer and 8% stroke15.

Poor psychological well-being has also been known to be caused by GDM leading to even more medical complications. Studies have estimated that about 10% of people suffering from GDM are usually referred for further psychological care. This is beside the fact that very little studies have been done on the psychological effects GDM has on its patients15.

Public Health Nutrition Initiatives for Addressing GDM in Pregnant WomenRecent focus on the treatment of GDM has been trying to gauge the effectiveness of treating GDM with conventional treatments which include exercises and proper diets versus using pharmacological intervention. Studies have concluded that women who strictly adhere to established dietary and exercise programs alone have higher positive outcomes with pharmacological interventions. Crother et al9, for example found out that the rate of serious prenatal complications such as death, bone fracture, shoulder dystocia and nerve palsy reduces from 4 to 1%. Recent nutritional initiatives focused on addressing GDM in pregnant women include:

Carbohydrate IntakeThis initiative involves encouraging pregnant women especially those with Gestational diabetes mellitus to consume a minimum of 175 grams of carbohydrates per day based on the Dietary Reference Intake (DRI) for pregnant women in order to provide glucose to the fetal brain while also preventing ketosis. In this nutritional initiative however, total carbohydrate intake should never be allowed to go beyond 45% of energy consumed by the pregnant women in order to prevent hyperglycemia in women especially those with GDM13.

Caloric Intake for Normal and Underweight WomenThis initiative usually involves a registered dietitian encouraging normal and underweight pregnant women alike to consume adequate calories in order to have an appropriate rate of weight gain. This should however be used with guidance from the Dietary Reference Intakes for pregnant women13.

Although the area of nutritional research on the prevention of GDM is far from exhausted, certain measures need to be taken in future to reduce cases of GDM. The nutritional initiatives could include caloric intake for overweight and obese women with GDM and vitamin and mineral supplementation. These two initiatives are explained in detail in the following two sections below.

Caloric Intake for Overweight/Obese Women with GDMThis nutritional intervention is majorly concerned with reducing rates of weight gain or obesity in pregnant women especially those with GDM. It therefore involves encouraging an optimum energy restriction in order to slow weight gain in women with gestational diabetes mellitus who are also overweight. Calorie intake of approximately 70% of the Dietary Reference Intakes is considered appropriate to slow down weight gain in women with GDM without necessarily compromising the fetal or causing ketonuria.

Vitamin and Mineral SupplementationVitamins are crucial compounds utilized in small quantities for various body metabolic functions. Vitamin initiative therefore involves rectification of a situation where daily dietary intakes do not meet the Dietary Reference Intakes for pregnant women. Nutritionists in this case should encourage vitamin and other mineral supplements to prevent or counter any nutritional deficiencies that could be caused by the pregnancy14. Though it is generally held that common balanced diet foods have enough of the crucial body vitamins sometimes pregnant women may suffer a vitamin deficiency and therefore should be given vitamin supplements in addition to their daily balanced diet meals.

Conclusion

Poor social-economic and education status, ignorance on pregnancy and pregnancy related complications, lack of proper training of medical practitioners, taboos associated with pregnancy, lack of sensitivity about the condition, medical practitioners recklessness as well as dietary habits have all provided a favorable environment for increased cases of GDM and have been associated with increased prevalence of this condition.

Inter-pregnancy care research on the other hand needs to be stepped up in order to be able to achieve optimal outcome in pregnancies especially after GDM. Issues that will need to be addressed in future clinical trials would include; whether or not to breastfeed and if yes for how long, whether it would be beneficial to delay subsequent pregnancies and establish optimal choices of hormonal contraceptives. While the focusing of most studies is on how to prevent type 2 diabetes in women especially those suffering from GDM. Studies are also needed to; find effective ways of delivering preventive interventions through but not limited to increased health care funding and translational research, establishment of optimal timings and cost effective ways of preventing diabetes and create a link between prevention of diabetes in women with GDM with preventing metabolism syndrome and obesity in their children.

References

[1]American Diabetes Association. Gestational Diabetes Mellitus. [http://care.diabetesjournals.org]. c2012 [cited 2012 September 10].Available from HYPERLINK “http://care.diabetesjournals.org/content/26/suppl_1/s103.full”http://care.diabetesjournals.org/content/26/suppl_1/s103.full.

[2]Ahia Garshasbi, Soghrat Faghihzadeh, Mohammad Mehdi Naghizadeh and Mandana Ghavam. Journal of Family and Reproductive Health Vol. 2, No. 2, June 2008. Prevalence and Risk Factors for Gestational Diabetes Mellitus in Tehran.

[3]Marie-Dominique Beaulieu. University of Montreal, Montreal, Quebec. Screening for Gestational Diabetes Mellitus.[cited 2012 September 10].Available from HYPERLINK “http://www.phac-aspc.gc.ca/publicat/clinic-clinique/pdf/s1c2e.pdf”http://www.phac-aspc.gc.ca/publicat/clinic-clinique/pdf/s1c2e.pdf

[4]D. Dabelea, J. K. Snell-Bergeon, C. L. Hartsfield, K. J. Bischoff, R. F. Hamman, and R. S. McDuffie, “Increasing prevalence

of gestational diabetes mellitus (GDM) over time and by birth cohort: Kaiser permanente of Colorado GDM screening

program,” Diabetes Care, vol. 28, no. 3, pp. 579–584, 2005.

[5]Australian Institute of Health and Welfare. Gestational diabetes mellitus in Australia, 2005-06. ISSN 1444-8033; ISBN 978 1 74024 859 4; Cat. no. CVD 44; 49pp.; released: 3 Dec 2008

[6] Wexner Medical center. Gestational diabetes[http://medicalcenter.osu.edu]. .[cited 2012 September 10].Available from

http://medicalcenter.osu.edu/patientcare/healthcare_services/diabetes_endocrine/about_diabetes/forms_of_diabetes/gestational_diabetes/Pages/index.aspx

[7]Johns Hopkins Medicine Health Library. Gestational Diabetes Mellitus (GDM)[http://www.hopkinsmedicine.org]. c2012 [cited 2012 September 10].Available from http://www.hopkinsmedicine.org/healthlibrary/conditions/diabetes/gestational_diabetes_85,P00337/

[8]Gestational Diabetes: Symptoms, Causes and Treatment [http://www.buzzle.com]. c2012 [cited 2012 September 10]. Available from HYPERLINK “http://www.buzzle.com/articles/gestational-diabetes-symptoms-causes-and-treatment.html”http://www.buzzle.com/articles/gestational-diabetes-symptoms-causes-and-treatment.html.

[9]Crowther CA, Hiller JE, Moss JR, McPhee AJ, Jeffries WS, Robinson JS; Australian Carbohydrate Intolerance Study in Pregnant Women (ACHOIS) Trial Group: Effect of treatment of gestational diabetes on pregnancy outcomes. N Engl J Med 352:2477 -2486, 2005

[10]Kim C, Newton KM, Knopp RH: Gestational diabetes and the incidence of type 2 diabetes: a systematic review. Diabetes Care 25:1862–1868, 2002

[11] Pettitt DJ, Baird HR, Aleck KA, Bennett PH, Knowler WC: Excessive obesity in offspring of Pima Indian women with diabetes during pregnancy. N Engl J Med 308:242–245, 1983.

[12] Dabelea D, Hanson RL, Lindsay RS, Pettitt DJ, Imperatore G, Gabir MM, Roumain J, Bennett PH, Knowler WC: Intrauterine exposure to diabetes conveys risks for type 2 diabetes and obesity: a study of discordant sibships. Diabetes 49:2208–2211, 2000

[13] Evidence Analysis Library. Nutrition Guidelines Lists [http://www.adaevidencelibrary.com]. c2012 [cited 2012 September 10].Available from

[http://www.adaevidencelibrary.com/topic.cfm?cat=3731&auth=1]

[14] A. P. Sawant, S. S. Naik, V. D. Nagarkar and A.V. Shinde. Biomedical Research 2011; 22 (2): 203-206. Screening for Gestational Diabetes Mellitus (GDM) with Oral Glucose Tolerance Test (OGTT) in Sai Shirdi Rural area of Maharashtra State.

[15] Australian Institute Of Health And Welfare 2008 Diabetes: Australian facts. Diabetes series no. 8 Cat. no. CVD 40. Canberra: AIHW. 2008.

[16] O’ Sullivan JB, Mahan CM. Criteria for the oral glucose tolerance test in pregnancy. Daibetes 1964; 13: 278-285.

[17] Martin FIR; ad hoc working party. The diagnosis of gestational diabetes. Med J Aust 1991; 155: 12.

The concept of consumer behavior and its importance

The concept of consumer behavior and its importance

Introduction

Consumer buying behavior is the study of processes that are involved when individuals or groups of people select, purchase and dispose of services, ideas or experiences to satisfy needs and desires (Avery,2011 p.4). A consumer in this case is any individual who purchases a good or a service from a provider. The process of a consumer making the decision to choose one brand over another is well influenced by a number of factors among them being the marketing mix.

Marketing mix is term that is used to represent the various strategies used by the marketers to make their product appealing to the consumer. It is often described as the four P’s which stand for product (or service), place, price and promotion (Arden, 2010 p.46). The first element in the four P’s marketing tool, product, represents what the consumer wants. It is simply the needs of the consumer. The second element is place. This refers to the most strategic location of the product so that it is accessible to the target consumer as much as possible. Examples of locations could be at a supermarket, online markets etc.The price of the product is also of paramount importance when market mix is concerned. It is very important to ensure that the cost of the product is affordable to the target market.These factors act as stimuli from marketing mix elements and influence the consumer buying behavior greatly. They are used to trigger the consumer buying process and an example of this is how various pricing promotions are often placed on products to ensure that the consumers are attracted to the product on affordability basis. Lastly, there are promotions. These involve passing across messages about the suitability of the product through various media among them television and radio adverts, billboards, brochures and pamphlets, the internet, etc depending on the nature of the consumer. It pays serious considerations on the best time and place to reach out to most of its target market.

Statement

Various attitudes and factors draw the consumer’s preference for a certain product. The Engel, Kollat and Blackwell models propose that the brands and products that are bought by consumers are usually a result of the decision making process. It is composed of five sequential decision-making process stages: problem recognition, information search, alternative evaluation, action and purchase decision and post purchase evaluation. (Arden, 2010 p.48). This discourse looks at how the marketing mix elements work together to influence consumer buying behavior with focus on the Heineken Brand as based by the Psychological factors, sociological factors, decision making theory as the chosen structure.

Discussion

Information processing refers to our brain identifies, analyzes and relays information from its raw form to make it into something meaningful that can be used for decision-making. Information processing can be attributed to thinking, which can refer to processing of any type of ideas or arrangements that have a direct correlation to an individual’s cognitive sub consciousness (Arden, 2010 p.32). Information processing forms the core fiber of our ability to comprehend, analyze and evaluate information as it is perceived by our senses. There are numerous ongoing studies that are aimed at establishing a concrete link between information processing as a result of mental imagery and perception, but just to get an idea of what we are talking about, it is important to know what we mean by imagery and perception. Mental imagery entails visualizing of images or events in one’s brain (Arden, 2010 p.34). Perception entails visualizing images and events based on external stimulus such as witnessed events or occurrences. Studies actually reveal that some cortical areas of the brain are involved in both imagery and perception (Belk, 2010 p.45). What is evident, though, is the fact that both imagery and perception play a significant role in memory and motivation. Different people perceive things differently and that is probably why their actions differ (Glynn, 2003 p.29).

Attention

Linking this to consumer behavior, attention is very critical in capturing the focal sense of an individual and directing their decision making process to purchase the product. According to the Cognitive processing model of consumer decision making, attention of consumers is mostly governed by the left-brain.According to Arden (2010), the left-brain’s function is to support recognition ability and attention focus. The Cognitive processing model of consumer decision making stipulates that the left brain is the region which is involved with capturing attention of the consumer (Blythe, 2008 p.14). This is usually mostly associated with visual recognition which most brands and companies have discovered is one of the most effective ways of capturing consumer attention.

Heineken have taken the role of visual recognition in capturing consumer attention very seriously as this is seen in a photo that depicts how the name of the brand adds to the product value and assists in capturing the attention of the consumer. Figure 1 shows how Heineken try to capture the consumer’s attention so they can validate how the product is good because it is of this brand. The cognitive processing model of consumer decision making associate’s the use of this form of visual recognition with the left-side of the brain(Johnson, 2010 p.15). The advertisement in Figure 1 has visual elements which are likely to stimulate attention by appealing to the region of the left side of the brain. By assisting in capturing of the consumers attention, its abilities extend to dialectical, expressive, digital, and logical analysis (APR, 1974). The left hemisphere is specialized in sequential analysis and processing. It analyses all information, including visual information (Arden, 2010 p.23). The left-side of the brain enables the advertisement to capture the attention of consumers. It is usually associated with pre-cognitive learning and the importance of capturing the consumer’s attention helps in the decision making products regarding a product (Glezerman&Balkoski, 1999 p.43). In the past, scientists believed that the frontal brain was responsible for the analysis of information before deciding to purchase a product but they found that most people who hesitate before purchasing a product problems had minor cases of left brain complications(Glynn, 2003 p.20). This has led to the cultural view that the left-brain is more important than the right brain.

Figure 1

Source Google Image: 2013

Consumer attention is very key in decision making. There have been studies in the in the field of consumer behavior and its influence in decision making which show the impact of this in product purchase. However, most advertisement strategies make some bad decisions in trying to capture the consumer’s attention. These decisions are influenced by stereotypes, optimism and extrapolation (Markin, 1969 p.33). These are the main common mistakes that advertisement teams engage in although they have full knowledge. Stereotyping to capture the consumer’s attention is explained from prejudices in advertisements as people like to engage in such opinionated activities (MA, 1964 p.37). These marketing strategies seek to capture the consumer’s attention and is present in many advertisements especially those which stereotype men and the ability of sex oriented innuendo to capture their attention. Figure 2 is a screenshot of such an advertisement.

Figure 2

Source: Google Images 2013

Perception

Blackwell in his foundation of the Blackwell’s Consumer Decision Process (CDP) Model asserts that perception is vital in the consumer decision making process.Perceptions plays a fundamental role in determining whether a consumer is going to purchase a certain product or not. The image portrayed by an advertisement or marketing strategy is fundamental in forming people’s perception because imagery and perception are linked.It is quite agreeable that mental imagery has a significant effect on perception and vice versa (Hoyer, 2008 p.16).In layperson terms, mental imagery can be referred to as imagination. In most cases, our Imagination does affect our general perception things in life (MA, 2001). For instance, the biblical hell capitalizes so much on imagination. No one has actually been to hell and back to explain how it really looks like. However, the brains ability to formulate images enables one to visualize how the place looks like and thus coming up with various descriptions, ultimately affecting how people perceive it. It is also correct to conclude that our imaginations do affect how we anticipate or perceive future events (Foxall, 2004 p.35). If a person happened to be bitten by a snake or witnessed the action on another person, they are most likely to see every slithering or crawling creature as a snake and take caution. The perception of future events seems to be reliant on the images we generate in our brains, to some extent. In the Heineken advertisement shown in Figure 3, the advertisement relies on selling the product by hoping consumers will perceive the association of Heineken with relaxation. The image of the bottle in a relaxed stature seeks to enable the consumer to perceive Heineken as a very good relaxation drink.

Figure 3

Source: Google Images 2013

Motivation

Motivation is simply the driving force or that influence that leads one to perform an action, whether desirable or not, regardless of the positivity or negativity of the outcome(Haugtvedt, 2005 p.25).Marslow suggests that motivation is one of the key sociological and psychological drivers of consumer behavior and plays a key role in consumer decision making process. In fact, studies reveal that behaviorism and motivation are closely related in the sense that most individuals develop different consumer behaviors due to various forms of motivation(Haugtvedt, 2005 p.25). The theory of emotion and avoidance and approach motivation are some of the branches of the broad field of motivation that are brought forth by Maslow in his theory of Hierarchy of Needs using Means-End-Chain analysis. Maslow suggests that these two concepts of motivation help consumer s determine their exact needs.

Marslow suggests that approach and voidance are independent aspects of motivation are strong psychological drivers for consumer decision making, though research has suggests that the two can combine to achieve a common goal (Haugtvedt, 2005 p.37). In approach motivation, an individual does an action, such as buying a product, with the prospect that the result will be positive and instill happiness, joy or pleasure. The knowledge of the probable outcome motivates one to go ahead with the purchase. Avoidance motivation is what makes one to perform (or not perform) an action because with the prospect of the result being negative. If the outcome of making a purchase on a product is not pleasant or positive, avoidance motivation prevents one from going ahead with it (Johnson, 2010).

Pricing acts as one of the key motivators that may influence either action or avoidance motivation with regard to consumer behavior (SESP, 1965). This is why companies use adverts that point out the various differences between their products and the competition so that they can motivate consumers to purchase their product. An example is an example by Heineken shown in Figure 3 which was targeted at motivating consumers by the cheap price of the beer for only £. 29.99.

Figure 3

Source: Google Images 2013

Learning and Memory

Nair (2010) argues that learning and memory influence consumer repetitiveness, also known as consumer behaviorism. Consumer behavior influenced by recollection from memory or something that consumers have learnt revolves around the idea that development of certain behaviors in human being is reliant on conditioning. Conditioning can be either classical or operant. Classical conditioning in consumers involves putting a subject in an environment with stimulating factors and observing how the stimulus affects or contributes to his or her behavior. Operant conditioning in consumers involves exposing the subject to a consequential environment.Both of these types of conditioning are used as techniques in enabling consumers retrieve and store information relating to a specific product(Sharma, 2006 p.24). They also help cultivate learning and are key elements that build memory and recollection of a certain product in a consumer. Learning and memory can be developed or modified depending on a subject’s experiences in a consequential environment.

Another technique used to enhance consumer learning and memory retention is performance objectives. These are also referred to as behavioral or instructional objectives which can help consumers recollect an idea or concept passed through the advertisement or marketing strategy. Performance objectives enables consumers to translate instructional goals into effective objectives. Sometimes goal statements may appear as objective statements. In such a case, the objectives are referred to as terminal(Bagozzi&Priester, 2002 p.30). When outlining instructional goals that will assist the consumer retain and recollect information learnt, a subordinate skill analysis is conducted to determine what the consumer needs to comprehend before implementation of any step in the goal. Subordinate skills are building blocks cum sub-skills that enable a learner to comprehend and implement a higher and more complex skill.

Majer (1997) proposed that a performance objective with regard to consumer behavior comprises of three principal components; a performance, criterion, and condition. Performance objective focuses on the consumer’s actions in demonstrating objective understanding. They can be both visible and invisible. The verb used can be used to differentiate visible and invisible actions. These actions can be broadly categorized into psychomotor, cognitive and affective(Bagozzi&Priester, 2002 p.32).

Condition outlines the background in which the performance is expected to take place. The component is closely related to the performance context, which describes the environment and facilities available for the consumer to accomplish a certain objective (Bagozzi&Priester, 2002 p.35). If a consumer is expected to purchase a web program, a clearly outlined condition would include vital components such as an HTML program and specifications.

A criterion is a degree or standard used to evaluate a consumer’s performance. It also determines the level at which a consumer is expected to memorize or remember a certain product. A performance criterion is expected to be measurable(Bagozzi&Priester, 2002 p.35). Most criteria test the speed and accuracy of a consumer’s ability to remember or recollect certain concepts that they have learnt from the advertisement or marketing strategy.

Heineken uses a similar technique to help consumers encode, store and retrieve the informationabout their product. As seen if Figure 4, they use the concept of drunk driving to help and remind the consumer subconsciously about the dangers that may result from drunk driving while at the same time marketing their product. Memory is a powerful tool which can help determine whether a marketing strategy will be successful or not (Ad, 1972). With this in mind, the advertisement as shown in Figure 4 seeks to help consumers learn about a critical concern and issue in society and at the same time cognitively associate this leant information with the brand.

Figure 4

Conclusion

In conclusion, various factors have been brought forward with regard to how they influence consumer behavior. Blackwell proposes how motivation is one of these factors which can be used to influence consumers to make a purchase (Wanke, 2009 p.17). Perception is put forward as another factor which is influential as a psychological driver for consumer behavior. In most cases, after a consumer makes a choice, there is a high likelihood that he or she buys a product immediately. This is because once one has decide to buy an item, they have usually gone through the cognitive process of identifying how it will be beneficial to them and most consumers only await to pay and finish the transaction. In some cases however, a consumer can hesitate to make the purchase after making a choice on it.This usually means that they are second guessing either its quality, price or necessity.The factors suggested above can be used to help influence their behavior and convince them to make the purchase. This is usually a good cue for the marketer to step in and give them the extra push needed to convince them to make the purchase. The market should hint at the great importance or advantage of the product over similar products elsewhere. It is also good to mention the value of quality versus price and ensure both are reflected evenly so that the consumer sees that the product is indeed worth it and makes the purchase.

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