Consumer Buying Behaviour Essay Example for Free

Consumer Buying Behaviour Essay INTRODUCTION This paper is based on a group purchase from the popular coffee house Starbucks. All members were to meet and purchase a beverage and analyse the purchase and reflect on emotions and feelings prior to the purchase and also post purchase. Each group member bought something different so we were therefore able to compare each individuals experience. CONSUMER A Problem Recognition Consumer A and the other consumers recognised the need for a place to meet in order to enjoy some food/a drink that was in the centre of town, within a budget and would not require a reservation. Consumer A wanted a drink but also something more filling and exciting than a regular coffee or tea. This would take the consumer from their actual state to their ideal state (Solomon et al 2010). Information Search Due to the high recognition and availability of the brand, when feeling the need of a drink, hot or cold, Consumer A believe that the Starbucks brand recall is one of the strongest out there. Thus meaning that it is the first one the consumer will think of and additionally the brand is widely available. Particularly in Glasgow central, there is a Starbucks on almost every corner, stimulating both her internal and external information state (Solomon et al 2010). Consumer A and the rest of the group decided upon Starbucks, dismissing other rival retailers such as Costa and Caffe Nero The  consumer thought about what drinks she had seen people get and say was nice, this is known as an internal search, Consumer A also saw another female consumer drinking one of the strawberries and cream frappaccino and thought it looked delicious and the pink and white colour combination is very appealing. Evaluation of alternatives Starbucks was chosen from the consumers evoked set (Solomon et al 2010), due to good marketing. Consumer A showed rational behaviour by opting for a drink that is quite filling so that it was less expensive than buying a drink and a separate snack. Consumer A used her prior knowledge of the drinks she had tried from Starbucks and opted for a drink she knew she liked the taste of rather than variety seeking Consumer A finds that the wide range of options in Starbucks means it can be difficult to make a decision, however they allow you to customise your drink which Consumer A likes as you can get exactly as you want. Purchase Consumer A decided on purchasing the strawberries and cream frappaccino. Consumer A enjoyed her experience overall, service was relatively efficient and her drink did not take long. There was low risk and involvement in the purchase, due to its low price (?3.29) and the nature of the product. Consumer A, did however, feel a little panicked when she went to order as you need to stand in the queue to read the menu boards rather than being able to read and decide before joining the queue. This left Consumer A feeling a bit rushed into the decision. Consumer A was offered cream on top, this left them feeling like it was an added extra, leaving them pleased with their purchase. Post-Purchase Consumer A was very pleased with the purchase as it tasted delicious and was very filling. Whilst Starbucks can be perceived to have some overpriced  products, consumer A did not feel like the frappaciano is one of them, so was satisfied, finding it good value for money. However having seen the high calorie content did make it somewhat less enjoyable as it inspires a little bit of post-purchase guilt. Consumer A decided to push aside any feelings of guilt, a manifestation of cognitive dissonance (Arnould et al 2004). Consumer A felt full and no longer thirsty, it had satisfied her sweet craving and so was now in her ideal state. Consumer A will continue to be a regular customer. Consumer A considers what the drink would be if it were a car, animal and person. If the drink were a car it would probably be a convertible, something fun, quite flash and expensive. If the drink were an animal it would be something relatively exotic and colourful, like a bird of paradise. If the drink was a person, they would be very sweet, probably relatively young, vivacious and excitable, possibly flirty. CONSUMER B The group recognise a problem when they decide they want to meet up but need the convenience of somewhere that does not require a reservation. There are several stores offering similar products in the surrounding area, Costa, Starbucks, Pret a Manger and other less branded coffee shops; constructive processing means the decision to go to Starbucks is made rather quickly; the decision was almost automated due to the knowledge of Starbucks’ product range (Solomon et al, 2010). The group perform an internal search to locate a Starbucks within walking distance from their current position. Whilst in line to order consumer B browses the many drinks on the menu considers the possible flavours and quickly decides to purchase a large cup of tea. The tea is chosen as it is consumer Bs favourite hot drink. As the decision to buy tea was made easily by consumer B there was time left to survey the cakes and biscuits on offer while in the queue; consumer B decided to make a hotspot purchase of a cookie to accompany the tea. Consumer B enjoys the purchase of tea and a cookie which cost ?3.70 which  consumer B believes to be competitively priced with rival stores but overpriced in relation to the cost of manufacture however this has not ruined the experience. Overall the experience was a positive one; service was quick, the store was laid out efficiently, staff were friendly, consumer B enjoyed the social aspect that was made possible due to the homely store and the purchase was satisfactory too. Consumer B considers what tea would be if it was a type of car, animal and person and determines, if a car it would be a Volkswagen Golf as it is without significant changes; if an animal it would be a dog or cat as is a lifelong companion; and if a person someone who was comforting, friendly and dependable. Tea has all of these characteristics to consumer B. (Solomon et al, 2010, pg314) CONSUMER C The group recognise a problem as to what time to meet up, as some group members are not nearby the selected Starbucks, and others only have a small amount of time due to work commitments. They decide to meet as soon as possible at a set point (Starbucks Buchanan Galleries) and to purchase their products as soon as they can so that all members can be involved, and the members that need to leave will just order take-away cups. Consumer C knew that they would need to leave for work soon after she had met the group at Starbucks, so their first thought was that it would be ideal to pick up a take-away cup. This is problem recognition (Solomon et al, 2010) in the customer realising they were currently purchasing a product, but would soon need to leave the location where the product is generally consumed. Pre-purchase research had taught them that Starbucks offer a take-away service. Having made this decision, consumer C now considered her options for a drink. Not particularly liking tea or coffee consumer C decides to buy a hot chocolate, and makes it a small as they are not that hungry. As consumer 2 is paying the cashier offers them cream and marshmallows for a small extra price, and so makes a hotspot decision to purchase cream for on top of the hot chocolate. Consumer C enjoyed the purchase of hot chocolate with cream. It was ideal that they could sit and enjoy the drink with the rest of the group, but leave slightly earlier without having to stop drinking their purchase due to the take-away cup. Compared to home-made products was a lot more enjoyable due to extra touches such as cream and the ability to sit with friends in a comfortable and relaxed environment. Consumer C reflects on their experience of the purchase of a hot chocolate for ?3.40. It was more satisfying than home-made products due to the services it comes with, and was an enjoyable experience with friends. If this product was a car Consumer C thinks it would be a Volkswagen Beetle as it is sweet and almost a bit childish. If it was an animal it would be a sloth because it is relaxed and happy. If it was a person it would be a grandmother type figure, as it is used to cheer people up and as an almost comfort-blanket type product. CONSUMER D The consumers decided to meet to discuss group work issues. Upon deciding a meeting place, there were a few options considered by the consumers: a restaurant or a cafe, as they would provide the perfect space and atmosphere in order to carry out the meeting without any major interruptions and would allow them their own space. Most of the group had already eaten lunch as this was around 2pm, so it was then decided that a cafe would be the most suitable place to meet, allowing them to also enjoy a relaxing hot drink and possibly a cake/pastry. Consumer D already had an idea of a place which would offer the group what they required, due to â€Å"Internal information search†. Consumer D regularly visited Starbucks and had never been let down by their services, they had a very positive image of the brand. They also remembered reading â€Å"Find your local Starbucks and visit us in store for your perfect latte!†(Starbucks official website 2012) on their official website, which coincidently happened to be their favourite hot beverage. A short conversation was  undertaken which involved assessing the nearby coffee shops such as Costa coffee and Pret a Manger, (mainly those who were branded, as the knowledge of their products and services were the highest) it was decided that Starbucks was the preferred option by all consumers. Upon arriving at the nearest Starbucks, consumer D already had decided what drink they were going to purchase (a latte) as they had previously enjoyed the same drink many times before and it was their favourite. As consumer D waited in the queue (queues are present nine times out of ten in most Starbucks although that never hindered the experience) they were faced with all of the cakes and sandwiches that the cafe had to offer. Although consumer D had just eaten lunch, they were almost at eye level with their favourite cake and made a rash decision to purchase it as they usually enjoyed it alongside their favourite drink. After ordering, the assistant then asked for consumer Ds name, to place on the order, to give it a personal touch, to make experience somewhat more pleasant. Taking into consideration all the qualities of the drink, the consumer decided that if it was to be compared to a car, it would most resemble an Audi as it was a safe option, it was reliable and not just a regular coffee, it was an upgraded sophisticated version. If the drink was to be compared to a person, it would most resemble a woman/mother in a well-paid occupation as it gives vibes of confidence and sophistication, due to the sharp coffee taste but also an understanding and warming vibe due to milk being the basis of the drink. It was then considered that if the latte was an animal it would be a Persian Cat, mostly due to the similarity of the colours and the cuddly yet classy image that they project. Consumer D was just as impressed as they always were with their Starbucks purchase; they believe that the brand is very consistent with the quality of their products which draws them in as they never have the risk of being disappointed. Although it cost them ?5.25 for a coffee and a cake, it was not grudged as it is now accepted as the norm for all branded coffee shops. Consumer D had also enjoyed the free Wi-fi, as it assisted the group whilst they were enjoying their beverages so they could socialise, discuss and  research all at the same time. Consumer D identified that the purchase was one of low involvement as during the information search, it was limited and not many options were considered; when it came to the purchase, they knew what they wanted to buy, they didn’t have look into any other product – the behaviour was habitual and post purchase, there was little evaluation on the purchase and no research was undertaken. CONSUMER E Prior to the visit to Starbucks, Consumer E was thrilled at the chosen place of purchase. Consumer E is familiar with the American Coffee House and visits regularly. Although Consumer E has been countless times before, this experience was to be different and the trip was to be made with a group of friends who had not spent time with each other before. Consumer E felt wary and anxious about how the group would all get along and how the experience would be. Consumer E was more concerned about the people attending the meeting than actually making the purchase. Consumers E was considering whether to stick with the regular order or try something new to add to the whole new experience. Consumer E gathered information from the Starbucks website on what other beverages and snacks they serve to be prepared for meeting. Consumer E had decided on the purchase going to be made, however, before doing so, compared alternatives on the menu by analysing nutrition information. Consumer E then confirm ed her choice before the day of the meeting. Friday 15th February was the day the group planned to meet at the Coffee House. Consumer E was running late so felt rushed when arriving. The remainder of the group were already sitting down, chatting, and seemed delighted that Consumer E had finally arrived. After around 5 minutes of brief chat, the group were ready to make their purchase. As everyone made their way to order, Consumer E realised that the firmed choice of hazelnut hot chocolate was not desired any longer. Consumer E had been in such a great rush to get to the meeting that the needs had changed and now craved something cold and refreshing. The queue was terribly long, so Consumer E had plenty of time to evaluate alternatives. When the caramel Frappuccino had been ordered, Consumer E felt no warmth and friendliness from the staff, which is normally the atmosphere created in Starbucks. The staff did ask the  name of the consumer to write on the cup, which is a nice, personal touch. The member of staff questioned whether the consumer would enjoy cream on their beverage or would prefer without. Consumer E agreed to the cream and made the purchase of ?3.29. After making the purchase, Consumer E realised there was no up sell of snacks or biscuits which the felt was disappointing and thought effort was lacking from the staff members. When the drink was ready, it was made aware that it was served in a plastic cup even though the consumer had stated they were sitting in. When arriving back at the table to join the remaining group members, Consumer E felt slightly out of place as the other members were sipping from large, Starbucks stamped mugs. Their experience seemed more homely, warm and comforting whereas Consumer E felt their Frappuccino was over-priced to be served in a plastic cup, with a straw. The consumer understood that the type of drink is slightly different; however, the purchase made should not affect the overall experience of consuming in such a place where expectations are so high. Consumer E felt as though they had been given a take away, and although the beverage was lovely, it would have been more enjoyable if it had been consumed the same way as the other group members; from a mug like youre sitting at home! Overall, the experience of the purchase was slightly disappointing; however, Consumer E loves the social aspect of Starbucks. If the consumer had the chance to indulge in the atmosphere predicted before the purchase was made, then the outcome may have been different. CONSUMER COMPARISON Problem Recognition The consumers recognised a variety of reasons as to why they made their purchase. Consumer A was thirsty and wanted something quite filling, Consumer B wanted a drink and a snack, Consumer C wanted the convenience of a takeaway cup, Consumer D wanted a drink and was also hungry for a cake, and Consumer E also wanted a drink. All the consumers identified the need  for somewhere convenient and not too expensive to meet. Information Search The consumers used different methods of collecting information. The choice of Starbucks was largely based on all the consumers’ previous experiences and awareness of the brand, showing successful marketing, as all of the consumers noted that they had previously been and it was thought of as an easy and convenient choice. Consumer E, D and A admit to being regular customers, thus illustrating not only their brand loyalty but also how integrated the Starbucks brand is within consumers internal search, strong brand recall (Solomon et al 2010). Consumer E also used an external search by looking at the product options prior to their trip, comparing prices and calories. Additionally Consumer D recalled knowledge of one of the brands advertisements on their website. Evaluation of Alternatives The evaluation of alternatives was somewhat unique for each consumer. Consumer E had decided upon their purchase beforehand, Consumer D stuck to her favourite drink, whilst Consumers C, B and A perused the menu and made more impulsive decisions from the extensive menu. Consumer A was relatively price conscious. All the consumers evaluated whether they would enjoy the purchase beforehand and stuck to drinks they had tried before to avoid disappointment. Purchase Consumers had different experiences when making their purchases, despite it being the same staff. Whilst Consumer E was disappointed by the lack of up-sell, Consumer A thought this was a positive aspect of the experience as she felt that being pressured into purchasing more is a turn-off. Whilst Consumers A, C and D were okay with the price, Consumer B thought it slightly overpriced especially in relation to the manufacture cost of her tea; however all the consumers agreed on the enjoying the social aspects of  the Starbucks experience. Post-Purchase Evaluation The consumers post purchase evaluations also differed despite being together in the same Starbucks at the same time. Personal preference would be best identified as the driving force behind why some Consumers were more pleased with their purchases than others. Due to the nature of the products purchased the consumers were able to test the product immediately. Consumer A was pleased with her purchase despite a little post-purchase guilt and experiencing a little post purchase dissonance, Consumer E was left slightly disappointed with their purchase, whilst consumers B, C and D were all satisfied, describing it as a positive experience and purchase. Whilst Consumer E was left unhappy with the fact their frappacciano came in a take away cup, this was seen as a positive for Consumer C, for whom the ease of the plastic cup allowed them not to rush before heading to work commitments. CONCLUSION In conclusion, consumers A, B, C, D, and E, all used the Individual Decision Making Process when going about their purchase from Starbucks. Consumers A and purchased their drink through need as well as want, they were thirsty. Consumers C and were more driven by want as they weren’t particularly hungry or thirsty. In the Information search stage, all the consumers followed a relatively similar pattern, due to the high brand awareness of Starbucks and its easy availability. None of the consumers set an exact budget, but all the purchases retailed under ?7. On the whole all the Consumers, except consumer E who expressed a little disappointment, had a positive experience and Consumers E and D are already loyal customers. Therefore they are likely to go back and continue to purchase from Starbucks. The consumers’ decision making processes are somewhat unique and are more complex due to the extensive menu and options available. REFERENCES James R. Bettman, ‘The Decision Maker Who Came in from the Cold’ (presidential address), in Leigh McAllister and Michael Rothschild (eds), Advances in Consumer Research 20 (Provo, U.T.: Association for Consumer Research, 1993): 7-11; John W. Payne, James R. Bettman and Eric J. Johnson, ‘Behavioural decision research: A constructive processing perspective’, Annul Review of psychology 4 (1992): 87-131; J.R. Bettman, M.F Luce and J.W. Payne ‘Constructive consumer choice processes’, Journal of Consumer Research 25(3) (December 1998): 187-217; for an overview of recent developments in individual choice models, see Robert J. Meyer and Barbara E. Kahn, ‘Probabilistic Models of Consumer Choice Behaviour’, in Thomas S. Robertson and Harold H. Kassarjian (eds), Handbook of Consumer Behaviour (Upper Saddle River, N.J.: Prentice Hall, 1991): 85-123. Cited in Consumer Behaviour a European Perspective, 2010, fourth edition: Prentice Hall Michael R. Solomon, Gary Damossy, Soren Askegaard, Margaret K. Hogg, 2010, Consumer Behaviour A European Perspective, Fourth Edition: Prentice Hall http://starbucks.co.uk/promo/mondays-can-be-great Solomon, Bamossy, Askegarrd and Hogg, (2006), Consumer Behaviour: A European Perspective, 3rd Edition, Prentice Hall. Arnould. E, Price. L, Zinkhan. G, (2004). Consumers, (2nd ed), McGraw-Hill.

Definitions And Concepts Heritage Buildings Environmental Sciences Essay

Definitions And Concepts Heritage Buildings Environmental Sciences Essay This Chapter provides some definitions and concepts concerning the heritage building conservation. It outlines previous researches related to objectives of this research. In addition, the Chapter summarises past researches conducted on the heritage buildings of the old city of Ghadames, world heritage site, Libya. Theory of conservation, laws and international legislations, and international organisations that have an interest with heritage buildings are also discussed in this Chapter. 2.2 Definitions and Concepts 2.2.1 Heritage Buildings Heritage buildings are defined as those which are old and significant either in terms of architecture or of history (Chien, 1992). Heritage buildings are also defined as existing buildings with significant cultural value to society (CIB Commission, 2010). Feilden, (1994) defines heritage building in his book, Conservation of historic buildings, that building which gives us a feeling of admiration and make us need to know more about the people who lived in this building and their culture as well as knowing its beautiful, historic, archaeological, economic, social, and political value. At the beginning of last century and after signing the Venice charter in 1964 for architectural conservation, the heritage building concept has been extended to include all buildings that have architectural value and cultural. The architectural conservation concept has also been extended. It has not been limited on archaeological landmarks and religious and palaces as was in the past; but according to Itma (2007), the buildings that should be conserved have been divided into two main types: 1. Monuments: They are important buildings correlated with a collective humanitarian value on international, regional, or denominational religious level, and to conserve them, their original case must be retained without any change, this can be applied only to archaeology and some distinctive architectural buildings such as the Dome of the Rock Jerusalem (Kobbat Assakhra- Kodos) in Palestine and Colosseum in Rome, Italy. 2. Documentary buildings: They are considered as documentation for historic phases of a heritage area. In general they have less historic value than the previous buildings due to their availability in several areas around the world. They usually are found in heritage centres for old cities and towns. According to UNESCO World Heritage Website, (30 December 2012), UNESCOs Convention related to the Protection of the World Cultural and Natural Heritage (1972) has defined and classified cultural heritage as follows: Monuments: architectural works, works of monumental sculpture and painting, elements or structures of an archaeological nature, inscriptions, cave dwellings and combinations of features, which are of outstanding universal value from the point of view of history, art or science; Groups of buildings: groups of separate or connected buildings which, because of their architecture, their homogeneity or their place in the landscape, are of outstanding universal value from the point of view of history, art or science; Sites: works of man or the combined works of nature and man, and areas including archaeological sites which are of outstanding universal value from the historical, aesthetic, ethnological or anthropological point of view. Deciding how old a building must be in order to be called heritage is difficult. In some places, 100 years old is heritage, while in other places, maybe 50 years old is enough. However, based on the Italian Law, Itma (2007) classified buildings as heritage buildings if their age is more than 50 years. 2.2.2 Approach of Architectural Conservation Strategies for action are being identified in present time in the field of preservation and restoration for heritage buildings according to international standards created by UNESCO, whether through International Conventions issued by International Council on Monuments and Sites (ICOMOS) or through versions of International Centre for the Study of the Preservation and Restoration of Cultural Property (ICCROM) and conventions issued by World Heritage Centre (WHC), where standard definitions for methods of cultural properties preservation and standards have been issued. Generally, there are seven (7) approaches in a conservation program, used individually or a combination, depend on the circumstances and objectives of a conservation project. In the following subsections, some approaches of a conservation program are explored. 2.2.2.1 Conservation Heritage building conservation can be described by many words. According to Norlizaiha Harun (2011), conservation is a technical activity towards heritage buildings. It includes physical action to preserve the fabric and construction material of the heritage buildings. It is a process to prevent decay and the action is aiming to prolong the life of the buildings. An article, Historic preservation projects can be green, by Wishkoski (2006), defines conservation as a process that preserves, protects and maintains during physical change. The International Charter for the Conservation and Restoration of Monuments and Sites in its Venice Charter (1964) describes the process of conserving a historical monument as: it implies preserving a setting which is not out of scale. Wherever the traditional setting exists, it must be kept. No new construction, demolition or modification which would alter the relations of mass and colour must be allowed. Burra Charter Article 1.4, (1990), defines cons ervation as all the processes of looking after a place so as to retain its cultural significance. 2.2.2.2 Preservation Preservation is a process aiming to stop the deterioration, decay or dilapidation state. It provides structural safety and should be carried out only in such a way that evidence of the construction or use of the fabric would not be obscured (Norlizaiha Harun, 2011). According to Civic Amenities Act, (1967) as quoted by Farayune Hajjar (2008), preservation is to protect individual buildings, structures and other artefacts that were preserved because of their relation to the great figures from the nations heritage. Moreover, it was concerned with groups of historic buildings, townscape, and the spaces between buildings. Preservation is also concerned with limiting change, and the conservation is about the inevitability of change and the management of that change. 2.2.2.3 Restoration The Burra Charter (1999) as referred in Article 1.7, defines the restoration approach as returning the existing fabric of a place to a known earlier state by removing accretions or by reassembling existing components without the introduction of new material. The Venice Charter (1964) as referred in Article 9, defines the process of restoration as a highly specialised operation that aims to preserve and reveal the aesthetic and historic value of the monument with the main focus on respect for original materials and authentic documents. Accordingly, Restoration is the process of returning a building to its original condition at a specific time period. It should work from actual evidence, as stated in the secretary of interiors guidelines (See Appendix C Standard no. 6) that repair or replacement of missing architectural features should be based on accurate duplications of features, substantiated by historic, physical, or pictorial evidence rather than on conjectural designs or the avai lability of different architectural elements from other buildings or structure. Therefore, the restoration in any case must be preceded and followed by an archaeological and historical study of the monument (Venice Charter, 1964). 2.2.2.4 Reconstruction Reconstruction Approach means the building of a historic structure using replicated design and/or materials. This approach is taken when a historic structure no longer exists but needs to be physically in place for contextual reasons. Reconstruction means also returning a place to a known earlier state and is distinguished from restoration by the introduction of new material into the fabric (Burra Charter, Article1.8, 1999). Additionally, according to Appleton Charter, (1983) reconstruction means recreation of vanished or irreversibly deteriorated resources. 2.2.2.5 Rehabilitation Rehabilitation in general means that there is a good previous case of an object, then this case has deteriorated due to certain reasons or by the passage of the time. Therefore, this object has become unfit for the modern era and needs to carry out some modifications. These modifications make this object able to continue and perform its functions again with retaining its original value. In particular, architectural rehabilitation means a series of stages of rebuilding a building to its original case to perform its old functions or a suitable new function. In other words, it means repairing and developing the building by preserving its parts and components that possess historical, architectural and cultural values during the eras in which the building has passed since its construction. This means finding a new function for the building that makes the building useful and usable, and at the same time able to continue to insure the existence of people who perform maintenance works (Itma, 2007). According to Tyler, (1994), rehabilitation describes a suitable approach when existing historic features are damaged or deteriorated but modifications can be made to update portions of the structure, even rehabilitating the building for a new purpose. When rehabilitation is chosen as the appropriate intervention technique, alterations or additions may be made, but they should not be confused with original historic elements. 2.2.2.6 Maintenance Maintenance means the continuous protective care of the fabric and setting of a place, and is to be distinguished from repair. The repair involves restoration or reconstruction (Burra Charter, Article 1.5, 1990). Maintenance can also be defined as some work focuses on retaining a property in good working condition by repairing features as soon as deterioration becomes apparent, using procedures that preserve the original character and finish of the features. In some cases, preventive maintenance is carried out before noticeable deterioration. Maintaining properties in good condition often assures that more aggressive (and expensive) measures of rehabilitation, restoration, or reconstruction are not needed at some future date (Denver Landmark Preservation Commission Planning and Development Office, 1995). 2.2.2.7 Renovation Renovation is refurbishing and/or adding to the appearance of an original building or elements of a building in an attempt to renew its appearance in keeping with contemporary tastes and perceptions of conservation (United Nations Educational, Scientific and Cultural Organisation, 2008). Renovation means also to improve by repair, to revive, and thereby enhance the usefulness and appearance of the building. The basic character and significant features are respected and preserved, but some alterations may also take place. Alterations that are made are generally reversible, should future owners wish to restore the building to its original design. The words rehabilitation and renovation are often used interchangeably (Denver Landmark Preservation Commission Planning and Development Office, 1995). 2.2.3 Conservation Guidelines The design guidelines are prepared to assist property owners, developers, architects, and designers of projects. In other words, they are written to be used by the city planners, Landmarks Commission, architects and developers, and especially the property owners, tenants, and construction trades who may be doing work on an older or heritage building in a city (Williams Elmer, 2010). They offer suggestions for conservation of heritage buildings and compatible new design to maintain buildings historic identity. According to Gioulis (1997), these guidelines are intended to: Increase public awareness of the value of historic architecture and the importance of design issues. Help reinforce the character of heritage buildings and protect their overall appearance. Preserve the integrity of designated heritage areas. Assist property owners and architects in making basic design decisions. Improve the quality of development. Protect the value of public and private investment. 2.3 Purpose of the Design Guidelines Organisation The guidelines are to assist in making improvements to the exterior of eligible residential, commercial, industrial, institutional and agricultural heritage properties, and are not to be interpreted as bylaw requirements. According to Heritage Restoration Grant Program (2009), guidelines for building conservation have two objectives: Ensuring the long-term stability of the building, in terms of its economic viability, structural improvements and compliance with building codes, when applicable. Restoration and retention of the architectural features which caused the building to be originally approved for assistance. The guidelines help protect the overall character of the heritage buildings by emphasizing preservation of architectural styles, building character, original features and streetscape elements that make up the communitys unique collection of heritage buildings. They provide background information and recommendations to help guide the appropriate conservation work and alterations to existing buildings. For additions, new construction and site work, they emphasize the compatibility of new buildings or features with existing or established historic character (Williams Elmer, 2010). 2.4 Assessment of the Current Level of Heritage Conservation and Building Defects Some previous studies reviewed the conservation activities and assessed the existing conditions of heritage buildings with taking into consideration, the conditions of building defects and conservation approach used for these buildings. For example, in Malaysia S. Johar et al (2009) reviewed the conservation activities on a traditional old mosque in Malaysia. They studied the concept and importance of conservation in general, the conservation activities on heritage buildings and mosque in Malaysia, and the approaches used for conserving to preserve the Muslims house of worship. They found that the four key conservation principles namely minimal intervention, conducting scientific research and laboratories testing, documentation of conservation work and applying effective methods and techniques for conservation. Meanwhile for conservation program, the seven approaches are preservation, reproduction, restoration, maintenance, redevelopment, rehabilitation and consolidation. Several app roaches are normally adopted for one building conservation project. Whats most important is the justification in adopting the approaches so that it complies with one of the key conservation principle, namely minimal intervention. Other research also in Malaysia by A Ghafar Ahmad et al. (2008) highlighted the existing conditions of heritage buildings in Malaysia with the main focus on the conditions of building defects and conservation approach to these buildings. The study conducted a pilot survey on several heritage towns and cities based on the existing heritage trail in Malaysia. The broad objective of this pilot survey was to examine the level of building defects and the location of building defects that normally occur in various types of historical buildings in Malaysia. At the same time, it also looked into the conservation approaches that has been done to these heritage buildings either the method are acceptable according to the basic principles and philosophy of building conservation. The study found that Malaysia faces several problems in dealing with the issues of heritage buildings. In addition, Hashimah Ismail Shuhana Shamsuddin (2005) highlighted the qualities that support the old shophouses as part of Malaysian heritage. They examined these qualities from two broad aspects, namely contribution to urban form and aesthetic aspects. They sought to highlight the strength of the old shophouses and the impending factors that threaten the continuous presence of these heritages building Malaysian town. The findings indicate that the practice of conserving the old shophouses is still not effective. A more effective measure in preserving the old shop houses needs to be undertaken. A research by Alattar, (2010), investigated a number of issues involved in the conservation process of the urban heritage of central Baghdad, which encompasses a unique collection of urban forms that belong to different phases of Baghdads history. Her study of the conservation efforts in this area revealed the appreciation of the built heritage and the will to maintain them. On the other hand, it disclosed the uncertainty of the strategies and tools utilised in the conservation process. Itma (2007) presented the situations of conservation projects in Palestine especially in the city of Nablus, by shedding light on the local institutions of labour in the domain of architectural conservation, and their important projects since the agreement of Oslo until 2007. He proved that there was not a complete or an extensive project of conservation in the old city of Nablus, during the mentioned period, but only small projects of maintaining and optimizing the old destroyed buildings. In addition, there was a very limited number of conservation projects conducted on some important heritage buildings in the old city of Nablus, Palestine. Mokadi (2008) highlighted the architectural and physical fabric of the throne villages in Palestine. The study attempted to study the historical centre of Deir Estia as a case study for the throne villages. That is to say, the study attempted to highlight the aspects of shortage and suffering, recent attempts of development, focusing on the available factors that can support establishing a tourism track which can cooperate in keeping the centre and enhancing the economic level, and to achieve building a strategy of developing that area. The study found that the throne is now facing rapid change of its physical fabric as a result of political, economic, social, and planning factors, in addition to the shortage of awareness level for the Palestinian character and values. Swilem (2008) aimed at keeping on the sustainability of the popular markets and conserve them as an economical cultural and tourist aspect. Her research attempted also to find solutions to the current market problems as well as to motivate investment in the popular markets through creating job opportunities and investment opportunities. She found that the traditional streets suffer from some problems. To overcome on these problems, the researcher suggested some strategies and policies to achieve sustainable development for the traditional streets. 2.5 Conservation Guidelines of Heritage Buildings Conservation guidelines for developing and utilizing heritage building must be created to protect these buildings from random works that influencing the historic value of a heritage building. Preparation of the conservation guidelines helps guide the development of heritage area as well as the development of heritage buildings and lots located within a heritage area. At the same time, these guidelines guide the conservation of this underutilized area into one of vibrant urban destinations. The guidelines direct development of the site; chiefly its public places, individual buildings and lots. This controls the utilization of heritage and new buildings for uses that will conserve as well as indirectly preserve the area and its heritage buildings. Several previous studies established conservation guidelines of heritage buildings. Alattar, (2010), explored the references for heritage understanding other than the physical structure, including culture, history, and traditions. The researcher tried to promote the awareness of all heritage aspects, and developed guidelines for a strategy that considers all active elements of the historical experience and provided a sustainable framework for future conservation plans for heritage buildings in Baghdad. Farayune (2008) provided the design guidelines of conservation Jakarta Kota as a heritage area, which improves and enhances the physical element and environment facilities. It is also in the revival Jakarta heritage area to become attractive place and tourism place in Jakarta. The design guidelines were based on the survey and analysis of the study area. The study found that conservation of Jakarta Kota was not only about conservation and preservation of the heritage building, but also about some aspects that need to be put on focus such as social, economic, culture, people activities and environmental facilities. These things can encourage the Jakarta Kota Area to be liveable. Abu-Hantash N. A. (2007) investigated the issue of adaptation of traditional residential buildings to contemporary needs. Her study was an attempt towards the development of a general policy for conservation and adaptation of traditional residential buildings in the heritage centre of Palestinian cities. The study demonstrated the high potentiality of the traditional house to satisfy the contemporary needs of its inhabitants. In addition, the research revealed that the modification needed varies from one building to another and are to be determined according to the building value and the level of intervention it allows. The research outlined a general policy and guidelines for housing conservation that could be applied to other heritage cities in Palestinian. In addition, Rabba I. H. (2004) examined the present reality of Dhahrieh old town by documenting its heritage monument and diagnosed the old towns problems and difficulties, in order to identify policies to safeguard its histori cal heritage. He concluded a set of policies, guidelines and suggestions to conserve the old town of Dhahrieh, Palestine. 2.6 Benefits of Conservation of Heritage Buildings Conservation of heritage buildings can generate social, economic and environmental benefits that reach far beyond the virtues of conserving a legacy for future generations. Investment in heritage properties conservation can, for instance, boost property values and tax revenues, create local jobs and skills, attract new businesses, and promote tourism (Municipal Heritage Partnership Program, 2012). The incorporation of many abandoned heritage buildings in the redevelopment process presents numerous advantages. The benefits of conservation of heritage buildings can be classified under three main topics: environmental, social, and economic (Stas, 2007). 2.6.1 Economic Benefits Conservation of heritage buildings generates economical benefits (economical returns). It represents a good way for national economic development across tourism (Itma, 2007). Conservation of a heritage building is more economic than its demolition or its rebuilding. Several economic impact studies discussed if heritage conservation yields significant benefits to the economy. In other words, these studies ask the question, Is heritage conservation considered as an economic development tool? A significant number of these studies have been undertaken across the U.S., and the answer to this question is a resounding yes-heritage conservation yields significant benefits to the economy. Rypkema (1991) compared the relative costs of building conservation versus new construction, and found that conservation makes more economic sense than new construction. Wolf et al (1999) reached the same conclusion documented by Rypkema (1991), in many cases; it is more efficient and profitable to conserve heritage buildings than construct a new building. 2.6.2 Environmental Benefits Conservation of heritage buildings generates very important benefits to the environment. A number of studies around the world have addressed this subject. Review of the literature revealed three main environmental benefits gained by conservation including: Reduction of hazardous materials; Preserving of the embodied energy; and Preserving of the Energy. 2.6.2.1 Reduction of Hazardous Materials Heritage buildings are more suitable for the environment because they have been built by using traditional materials such as mud, lime and stone. Traditional materials are natural materials. Therefore, they do not cause any pollution of the environment and also its preparations do not affect the environment. Modern building materials are generally reliant on large scale industrial processes that can emit very substantial levels of greenhouse gases, can require significant energy consumption and are often transported hundreds if not thousands of miles. For example the manufacture of cement alone accounts for 3% of greenhouse gases produced worldwide and the manufacture of PVC (Poly vinyl chloride) demands a lengthy process that requires a significant consumption of energy (Donough Cahill, 2004). A study carried out by De Sousa (2001), in the greater Toronto area, Canada found that the reduction of health risks posed by hazardous is the most important environmental benefits associated with Brownfield development. Moreover, vacant properties often contain an array of conditions such as illegal dumping, leaking, and fire hazards that pose serious threats to public health and the environment (Schilling, 2002). 2.6.2.2 Preserving of the Embodied Energy The retention of the original buildings embodied energy is one of the main environmental benefits of reusing heritage buildings. Rypkema (2005) defined the term embodied energy as the total expenditure of energy involved in the creation of the building and its constituent materials. The embodied energy can be also defined as the embodied energy is the quantity of energy required by all activities associated with a production process, including the relative proportions consumed in all activities upstream to the acquisition of natural resources and the share of energy used in making equipment and other supporting functions, i.e. Direct plus indirect energy (Treloar, 1997). Wishkoski (2006) gives an example: a heritage building with approximately 308,000 exterior bricks, each with an embodied energy value of 14,300 Thermal Units (BTU), represents 4.4 million BTUs of energy expended in the original construction of the building, or 1.3 million kilowatt hours of electricity. Planners, architects, investors, and public officials must take into consideration the energy used in the production and assembly of materials needed for new buildings, from their origin to their end of life and subsequent reuse. Conservation causes much less destruction of the natural resources than new construction. Statistics reveal that building construction consumes 40 percent of the raw materials entering the global economy every year (Bahl, 2005). Interestingly, about 85 percent of the total embodied energy in materials is used in their production and transportation (Bahl, 2005). In Australia, studies showed new buildings have much higher energy costs than buildings that are conserved. In 2001, new buildings accounted for 25 percent of wood harvest, 16 percent of fresh water supplied, 44 % of landfill, and 45 % of carbon dioxide production and up to half of the total greenhouse emissions from industrialized countries (Australian Department of the Environment and Heritage, 2004). Besides that, demolition of buildings causes environmental loads. Whereby, the large volumes of construction waste strain landfill capacities and leads to environmental concerns. Therefore, conservation of the heritage buildings is the best resolution for this issue. Rypkema (2005) argues, the process of demolishing a historic building has a significant impact on the environment. When a building is being demolished, first, tens of thousands of dollars of embodied energy are being thrown away. Second, it is being replaced with materials vastly more consumptive of energy. Further, modern construction methods are incredibly wasteful of resources. Studies show that Up to 25 percent of the total waste generated in the United States and other countries is directly attributed to building, construction, and demolition activities (Bahl, 2005). These waste products can be environmentally hazardous and polluting, both as solids and in the atmosphere. The waster also stresses the capacity of lan dfill sites. 2.6.2.3 Preserving of the Energy. Preserving of energy is a great advantage that can be gained from conservation of heritage buildings. The old construction methods were used with taking into consideration to keep the weather out without consuming energy, namely, keeping the heritage building cooling in summer and heating in winter. When a heritage building is preserved or restored, those old cultural methods are preserved and brought back to active duty. Very likely, the old building was strategically placed to get the best orientation to the sun to make the most use of the solar energy, and the interior space and its openings were efficiently organized to keep the air circulating and cool down the space without using any sort of air conditioning and electricity. Preserving a heritage building helps avoid the consumption of additional energy by getting advantage of the old construction methods designed to cool and heat the space and keep the weather out without energy consumption (Stas, 2007). 2.6.3 Social Benefits Conservation of heritage buildings entails significant social benefits. Those benefits can be categorized under (1) Job creation, (2) Crime reduction, and (3) The sense of place factor (Stas, 2007). 2.6.3.1 Job Creation One of the social benefits for conservation of heritage building is job creation. According to Rypkema (1999), investing in vacant properties is an important tool that creates new job opportunities in communities and urban centres. Further, the labour intensity of building conservation generally means that there is a greater local economic impact in jobs and income than with the same amount spent on new construction. 2.6.3.2 Crime Reduction Abandoned heritage buildings can quickly become havens for vandals, homeless, arsonists, and drug dealers, and as a result drive down property values, taxes, and services, and discourage investment in a community. Schilling (2002) describes the effect of abandoned buildings on communities as a disease that once started it can quickly spread throughout a neighbourhood. The residents often felt unsafe walking on streets that have abandoned buildings. Local governments may succeed conserving one building but often do not have sufficient resources to keep the demand of a growing number of vacant properties. Some property owners feel helpless in trying to recruit new tenants. Property owners become less interested in investing in these neighbourhoods. Many residents eventually leave while those who remain become accustomed to blight as the neighbourhood deteriorates. This cycle continues with each new pocket of vacant and abandoned properties (Schilling, 2002). In Contrast, by conserving those vacant properties for another use, the illegal activities that used to occur in those properties will be eliminated, which will bring peace and safety back to the neighbourhood. 2.6.3.3 The Sense of Place Factor The built and natural environments are elements that express the distinctiveness of a community or a neighbourhood. Rypkema (1999) wrote about the sense of community and ownership: A sense of ownership acknowledges an individual benefit from, an individual stake in, and an individual responsibility for ones pl

Monte Verde :: essays research papers

After long, often bitter debate, archeologists have finally come to a consensus that humans reached southern Chile 12,500 years ago. The date is more than 1,000 years before the previous benchmark for human habitation in the Americas, 11,200-year-old stone spear points first discovered in the 1930s near Clovis, N.M. The Chilean site, known as Monte Verde, is on the sandy banks of a creek in wooded hills near the Pacific Ocean. Even former skeptics have joined in agreeing that its antiquity is now firmly established and that the bone and stone tools and other materials found there definitely mark the presence of a hunting-and-gathering people. The new consensus regarding Monte Verde, described in interviews last week and formally announced Monday, thus represents the first major shift in more than 60 years in the confirmed chronology of human prehistory in what would much later be called, from the European perspective, the New World. For American archeologists it is a liberating experience not unlike aviation's breaking of the sound barrier; they have broken the Clovis barrier. Even moving back the date by as little as 1,300 years, archeologists said, would have profound implications on theories about when people first reached America, presumably from northeastern Asia by way of the Bering Strait, and how they migrated south more than 10,000 miles to occupy the length and breadth of two continents. It could mean that early people, ancestors of the Indians, first arrived in their new world at least 20,000 years before Columbus. Evidence for the pre-Clovis settlement at Monte Verde was amassed and carefully analyzed over the last two decades by a team of American and Chilean archeologists, led by Dr. Tom D. Dillehay of the University of Kentucky in Lexington. Remaining doubts were erased by Dillehay's comprehensive research report, which has been circulated among experts and is to be published next month by the Smithsonian Institution. And last month, a group of archeologists, including some of Monte Verde's staunchest critics, inspected the artifacts and visited the site, coming away thoroughly convinced. In his report of the site visit, Dr. Alex W. Barker, chief curator of the Dallas Museum of Natural History, said: "While there were very strongly voiced disagreements about different points, it rapidly became clear that everyone was in fundamental agreement about the most important question of all. Monte Verde is real. It's old. And it's a whole new ball game.

Black Elks The Earth is All that Lasts Essay -- Native Americans

Black Elk's The Earth is All that Lasts The U.S. Military played a dramatic role in shaping the west as we know it today. The U.S. Military has mistreated the Native Americans in numerous ways in the past. Also, they have virtually eliminated nearly all the Native American Tribes in the United States. Before the arrival of the U.S. Military, Native Americans lived almost peaceful lives. In the article "The Earth is all that Lasts," Black Elk talks about what happened during General Custard's Last Stand and what it was like to be a Native American during that period of time. In the past, many things have influenced me of how the Native Americans had to survive. For instance, some types of material that helped me realize just what the Native Americans had to endure in order to survive were history classes, books, the Internet, movies, television shows, and this article. In Black Elk’s article, the account of Custer’s Last Stand only reinsured my views. Black Elk explains some of the suffering and how the Native Americans had to search for a new location constantly. Black Elk also shows that the military drove the Native Americans out of their homelands, and how badly the Native Americans were treated. The U.S. Military has used many different strategies to eliminate the Native Americans. There were things such as, peace treaties, and battles. Mainly, they did this for power, land, and "yellow metal" or gold. Someone had to suffer if the U.S. Military and United States Citizens were going to take over the west and it happened to be the Native American Tribes, the rightful land and territory owners. Native Americans tried to come up with peace treaties, but the U.S. Military hardly ever abides by them.... ...eople in return. In conclusion, I am embarrassed that we, Americans, could have performed such a horrible act toward the Native Americans, who are human beings like the rest of us. I also really enjoyed reading Black Elk’s essay because the person telling the story was a Native American. It was really interesting to hear the views of what happened from a real Native American, and not from someone who went to the library and found a book on Native Americans and started to write not knowing whether or not the information was true or a lie. Overall, I feel that this article really taught me about what the Native Americans had to do to fight for the rights and their lives. Works Cited Elk, Black. "The Earth is all that lasts." American Voices: Culture and Community. Ed. Dolores LaGuardia and Hans P. Guth. Mountain View: Mayfield, 1998. 144-156.

European Imperialism :: essays research papers

By the 1900's, Europe was already underway with its imperialistic conquests abroad. Colonies were forcefully taken and undeveloped nations were carved apart by so-called "racial crusaders", who were on a mission to civilize the barbaric. Along with expansion, however, came abuses from the invading powers. These flaws in European dominance can easily be noted, especially when examining Africa and Asia; the consequences, in some cases, being death by the thousands. Therefore, due to these and other severe actions during their domination of the world, Europeans should be condemned for their abuses of power. The first nation which will be discussed is China, from the continent of Asia. The British had their eyes on China, ever since the restricted population of merchants in Gwangzhou traded with the local monopoly of businesses. England had two major reasons for their interest: first, Chinese silver was desired by the empire because of its high value. Second, Britain had a sur plus of Opium, a drug grown in India, and it needed vast numbers of people to purchase it. China traded peacefully although reluctantly with Britain, until the government noticed the negative effects of the drug on its people. The opium trade was then outlawed promptly by the Chinese government. The substance, however, was still smuggled into the country. The Chinese government confronted the British regarding the smuggling and this sparked the Opium War (1899-1902). Britain pummeled the inferior naval force and won the altercation. Now, Britain was not only free to corrupt the Chinese people with their opium, but they added a colony to their empire: the large, rich port city of Hong Kong. This abuse of the people for their own personal gain is a clear demonstration of one of the many flaws in European dominance. The second nation which will be discussed is Sudan, from the continent of Africa. Sudan was not a military, economic, or political threat to Britain. It was blocking, howev er, British domination of Africa and preventing the gain of more political power for the empire. Therefore, it had to be conquered. The Sudanese population was largely Muslim and resisted English rule. It wanted to be governed by people of the ethnic majority and would fight to the death to "rid the world of evil"(Ahmad*). At first, the rebels were successful. Later, the British incorporated into the war a weapon of mass destruction: the machine gun.

Man vs. Computer Essay

Since the beginning of time, man has thought up and brought to fruition countless inventions. Each has been more ingenious than the last. The human mind has created such brilliant things, but the computer may have been its greatest creation. It is ever changing, evolving and growing â€Å"smarter†. However, as the computer has evolved, mankind’s value may be threatened. The computer has already begun to overtake many of the vital functions that man has prided himself upon. While neither the mind nor the computer are perfectly productive on their own, they complement each other, and together create a more efficient way of living. Our lives are now dependent upon the computer and what it tells you. Even now as I type this journal entry on my computer, I am fully convinced that it will produce a result for me that is far superior to what I can manage using only my own two hands. It has been commonly said that the computer can never replace the human brain, because it was humans that created them. Is this a good reason why the computer must be inferior to humans? A computer has the ability to evaluate problems that humans can hardly even imagine, let alone approach. Even if a man can calculate the same problems as a computer, the computer can solve it much faster than the human mind. Maybe it is the subconscious attempt by us at reaching the next stage of evolution by our minds, creating a machine to do all the dirty work for us while we sit back and allows our brains to focus on creating, or destroying, as the case may be. The human brain has many flaws, yet it also has many an edge over the computer. It has the capacity to create, unlike the computer. It can work without full input, making logical assumptions about problems. A person can work with a wide variety of methods, seeing new and more efficient ways of handling problems. It can come up with infinite ways of getting around problems encountered in everyday life, while a computer has a limited selection of new tricks it can come up with, limited by its programming. Given the time, the human brain can learn to understand anything, and it can grasp the central theme of any concept. The computer tends to take all things in their entirety, which makes some problems near impossible to solve. Emotions are also an asset. Emotions have allowed the human brain to evolve beyond a problem-solving machine. Anger allows the imagination to roam, inventing concepts of new and more powerful weapons of destruction. Discontent induces the mind to conceive of new methods of fulfillment that could be expanded into something more. Puzzlement causes the mind to think of solutions. Curiosity leads to attempts to satisfy it, producing new discoveries and revelations. The human brain is as incredible as it is flawed, and the computer is a fantastic machine, but seriously lacking in many aspects. Perhaps the computer is not truly a competitor with the human brain, but rather it’s ideal. Don’t those who use the computer do so in order to supplement their own creative input? After all, the computer is far superior to the human brain in those aspects where the brain is weakest. Neither the mind nor the computer would be as good as the two of them are when they are working together.

Clearer Understanding of the Stress Phenomenon

The word stress has been used al lot nowadays. To us stress means something that puts pressure on some part of our life. However this is just a small piece in the puzzle. Stress is an explanatory factor in numerous personal or social problems. In other words Stress is the normal response of your body to any change. We feel it when we pass from a warm to a cold room, when we run for a bus. Stress prepares us for change by pumping adrenaline into your system. In this process our muscles get tense, our heart pounds, our blood pressure rises. We use this mechanism for adapting and surviving. However if this response is constantly triggered and surpasses illness or even death may follow. We as humans cannot avoid stress, we can nonetheless learn to use to our advantage. Many people have numerous problems that occurred from stress. Problems like cholesterol, insomnia, high blood pressure, and stomach ulcers, chronic back pain and other very serious and fatal diseases. However you can learn to make life easy for yourself by many stress management techniques such as breathing right, eating right, exercising, and using relaxation techniques. In the early 19th century, scientists tried to explain the phenomena of how humans are affected by our surroundings and daily activities. Claude Bernard was one of those scientists that tried to prove the body†s motions during a stress related event. He emphasized how the underlying conditions affect free and in depended life. He said â€Å"every living animal tends to maintain a state of internal stability in spite of changes in the external environment†. Scientist Walter Cannon was another pioneer in the studies of psychology that gave his work recognition in today†s society. He concluded from his work that animals or primate men, when confronted by danger to their internal equilibrium, would either prepare to fight or to take flight. However it took the work of Hans Selye to provide clearer understanding of the stress phenomenon. He noted that various factors like chills, traumas, and infections produced a stereotyped syndrome characterized by hypertrophy and hyperactivity. Then in 1950 he introduced the symptoms as â€Å"stress†. Today we still don†t have the unanimous definition of the term stress. Many people give different definitions to the word. Some give it the meaning that is, the group of biochemical changes, which typically occur in the organism when the internal equilibrium is threatened. Others psychologists use the term â€Å"stress† to talk of a stimulus. There are many psychological reactions to stress. These biochemical reactions may be benign, but in some cases they alter the body†s functioning to the point of inducing illness or death. Many of the reactions are well known like the heart rate increases, muscles tend to contract and a lot of the time perspiration increases. All of these reactions are very little for importance. Emotional and behavioral reactions to stress are often more apparent than psychological reactions since everyone could see. That†s why when a human being reacts to a stimulus you can see if he or she laughs cries, jumps. Emotions and behaviors due to culture vary, personality varies and time period always changes. Another very important criteria that help define stress are the present of stimuli or other agents that make us react to stress. However this criterion varies because of different traits that the human being may have. Many laboratories testing on humans have been done to show that humans react to different stimuli in different ways. Humans in many testing were subjected to loud noises or sometimes would be shown stimuli like a dog barking or even a snake. All of these things were great stimuli†s that affected the human in different ways. Stress may not be triggered by all the stimuli to which we are exposed but by the action of certain psychological factors, which make us perceive certain stimuli as dangerous, or threatening to life. Also perceptions of danger depend on many things. For example, past experiences, cognitive expectations which is the way you interpret the situation, personality, and your emotional factors. Many researchers have found several general rules that depict stress agents. One is that pervious experiences of stress agents diminish the stress felt. It has also shown that the greater the stimulation the greater the stress felt. Another stimuli is emotions. With the increase of emotional intensity of an experience the lower the stress level becomes. However the stress level can never be at zero because that means that you†re dead. When a person has a very low stress level it isn†t good. Low levels of stress can cause symptoms similar to those of intense stress. Many researchers use the word stress to describe not only reactions that humans or animals give off, but also the many internal pressures that provoke these reactions. Another name for this is â€Å"stress agent†. Hans Selye defined the stress agent as any demand made on the mind or body. Some people think that only life threatening situations are stressful for human beings. I personally believe that stress has to do with the individual person and how he perceives the stressor. Stress agents can be negative or positive, pleasant or unpleasant. Some say that anticipation of an event is more stressful then the actual event. One example of this is skydiving. When you get to specific height and you have to jump you become so stressed that you are afraid to jump. Even if you know you won†t die. On the other hand an unexpected occurrence can cause greater stress on a person. Like a car accident can cause great stress because of amnesia or sometimes even comas. When a human is stressed it is being in a state of psychological alert. This provides a better perception of danger. When confronted with a dangerous situation we as humans think of two things that we can do flight or fight. We use fight when we want to defend ourselves, or flight when we want to live or survive the danger by not interfering with it. However a very high level of activation can bring about a state of physical or psychological distress. In today†s world fight or flight response is very useful. It can help us to escape a fire or survive a disaster. When the body prepares for a fight or flight response, the adrenal gland releases hormones into the body, increasing the heart rate as well as the blood pressure. In many cases digestion stops eyesight is sharpened and muscles tense. Stress doesn†t only cause physical illness but also mental illness. Some symptoms are benign and common but such as fatigue and muscles however too much stress can bring on depression and even schizophrenia. According to Epstein moderate stress can help achieve self-concept. However heavy stress can rapidly unbalance self concept functions like threat to physical integrity and loss of self-esteem. He defined many of these functions as â€Å"maintaining new experiential data and maintaining self esteem. If an imbalance occurs, the individual may become defensive in order to keep his self-concept enact, and varying degrees of pathological symptoms appear†. Many psychologists agree that defense mechanisms are ways of facing stress. A good defense mechanism that has been proven to work is humor and jokes. Another example of a defense mechanism is denial. Denial can either help or hurt you. For example if a women has breast cancer and she is in denial that she has this disease, she then can hurt herself by not going to the doctor and trying to solve the problem and try to treat it. However she can be in denial and not do something that can alter her well being permanently like taking her own life as a means of escape from the illness. There are many psychological disorders however the two most known and common are macro-stressors and micro stressors. A serious accident or a very stressful experience are very good examples of macro-stressors. Reactions to these stressors are so intense that it causes temporary chronic traumatic neurosis. A good example of micro-stressors is depression. These stressors may vary because of daily criticism, unrealistic goals, and sometimes lack of social communication. Both of these stressors bring on difficulties in breathing, frequent sighing, and a lot of the times emptiness in the stomach. In most cases these symptoms disappear with time however for some people this becomes into a chronic condition and it disturbs their every day life. They lose all interests in everyday activities, develop problems at work and live in a state of mind where they are afraid of their own self-confidence. To control stress Psychologist say that stress management is the only way to go. The reason for this is because managing stress through special techniques will reduce the stress that affects your health in a bad way. Self-management comes from a belief in internal rather then external controls of ones life. Many people think that their lives are directed by destiny. However this has never been proven. In my opinion and many psychologist opinion is that self determination of ones power to maintain or modify your behavior according to your goals will overcome any obstacles. A lot of what stress management consists of is in the body. Selye believed that adaptation energy is limited and the cause of most deaths related to stress. However we see in many cases that this isn†t true because we as humans know that being in good physical and mental condition helps us overcome daily difficulties and traumatic life events. Managing stress is a very important thing. However their is a limit on the right way to manage internal factors that act on stress is to take care of your body with the following. Exercising is the primary stress reducer that we are exposed too. Exercise is a very important factor in keeping physically fit. Exercising acts directly on hart efficiency, blood circulation in the lungs and in the vascular system. Exercising lets us digest better look better and feel better. Another important aspect to reducing stress is eating properly. A good diet gives the body the right amount of nourishment that it needs to survive. Eating the wrong foods stress the body because it lacks normal functioning and harms the body†s cells. Another very important and crucial aspect of stress reduction is relaxation and relaxation techniques. Never ending activities and daily worries are constant sources of tension. Because of this we need to relax. To relax many people often smoke cigarettes or even weed. Other use tranquilizers and drink liquor. In today†s society we find out that these types of â€Å"stress reducing agents† are wrong and sometimes fatal. About 20-30% of Americans smoke and this increases the lung cancer risk by 700%. Smoking also brings on other dangerous problems with the liver kidneys and poor heart and blood circulation. Many relaxation methods more natural and safer than drugs should be used. The right methods reduce the psychological effects of tension. This helps to slow down adrenal secretions and allow the parasympathetic nervous system to work with ease. Physical conditioning was only introduced to us in the beginning of the 19th century when scientist found a correlation between health and fitness. Exercises help people consentrate, improve sleep and get rid of aggression that gives us stress. Exercising also gives us a feeling of personal control and provides us with greater bodily awareness. Physiologists say that sports act as medicine for relieving most stressful situations. It takes your mind away from pain and lets you relieve it. When people exercise it also gives them more energy to do other things because you get tired less quickly. All of this is a very beneficial stress reducing agent. However if you don†t exercise you can increase your risks of obesity, bad digestive functioning, back pain, and other problems of the body. For our body†s to function well we need a good diet. A good diet consists of carbohydrates, fats, protein, minerals and water. To have all of these aspects you need a balanced diet. There has been a lot of evidence that having a poor diet increases stress levels. When a person doesn†t eat right that stresses the body by preventing normal metabolism. To reduce stress you have to eat the right food. If you have low calcium levels you should start eating more dairy products like milk, cheese, and yogurts. Many dieticians prefer eating whole grain products because they contain alimentary fibers needed for digestion. Fruits and vegetables are another source of healthy foods. They provide us with vitamins we need for living. You should reduce the fat content by about thirty percent because the more fat you eat the more stress you are putting on the functioning organs in your body like the heart. There are many relaxation techniques that you can do. Some have to do with playing a sport or some you can do while doing nothing at home. The most important and the most affective relaxation techniques have to do with ones control over mind and body. Meditation is one thing you can do that helps to achieve a stress free environment. Meditation has to do with centering your attention on one thing. The two main goals that are tried to reach during meditation are states of a deep relaxation and a mental state of awakening and alertness. When you reach a state were you feel relax your body also relaxes and takes time out for itself. The body slows down and you feel warm and comfortable. However there is no scientific proof of this but it works and helps to relieve stress. Another very affective way to achieve peace within your body is to tighten specific muscles. You must first learn what muscles you have to relax, and then you begin the process. When you find the muscles and tighten them you then let the muscle loose up, which gives a very comfortable feeling. This feeling is equivalent to taking a hot bath after exercising. Laboratory tests have shown that this exercise really reduce stress a lot. Stress cannot be avoided, however we can limit the amount of it that is subdued on us. Each time the body reacts to a stressor, numerous biochemical changes occur. If the stressor goes beyond the available adaptive abilities, illness or even death may occur. We as humans instead of battling stress need to reduce the amounts that we are exposed to. We should do what we need to stop the hurting of our body. We need to adopt a lifestyle that is stimulating and maintain a physical and mental state which gives a resistance to stressors.