Tuesday, December 31, 2019

THe Novel Beloved by Toni Morrison Essay - 865 Words

Toni Morrison’s 1987 novel Beloved is a ghost story. There’s a literal ghost who haunts the characters from the book, but at the same time, the novel is about the ghosts of the past that have haunted the entire country since the days of slavery.[perceptive] Set a few years after slavery ended, and based on a true story, Beloved tells the story of a former slave named Sethe who has settled in Ohio with her three children. But when her house begins to be haunted by the ghost of a young woman, the past comes back to remind her of a painful past [Good] Sethe believes that the ghost is the spirit of Beloved, her oldest child who she escaped from slavery with years ago. When she and her family were found by the plantation†¦show more content†¦Paul D and most of the other black characters are damaged people with personalities that have never recovered from being held in slavery. The women of the community where Sethe lives with Denver are often harsh and unforgiving with her. They know that she killed her child, but they don’t seem to be very forgiving about why she did it. They are left damaged, but not able to understand the damage done to others, the desperation it caused in them or the guilt it left in them. They aren’t evil though, which shows in the way in which they eventually rally around Sethe to exorcise the ghost of Beloved. Like many of the characters in the novel, their damage makes them flawed, but they are too complex to be simple heroes or villains. This building of complex characters is one of the best parts of the novel. A few characters in the novel, especially the Schoolteacher and his nephews, are pure evil, but most are more nuanced. Mr. and Mrs. Gardner, though they are slave-owners, are just about as kindly as anyone in that line of work could be expected to be. Paul D cheats on Sethe more than once, but in the end he stays by her side. Sethe’s neighbors reject her, but come back to help her when it really matters. Even Sethe herself commits acts of violence – against her daughter, and again when she attacks the well-meaning Mr. Bodwin with an icepick – but she is a decent woman who’s been driven half-crazy by the terrible thingsShow MoreRelatedIn Toni Morrison Novel Beloved, She Wrote, â€Å"Freeing Yourself1654 Words   |  7 Pages In Toni Morrison novel Beloved, she wrote, â€Å"Freeing yourself was one thing, claiming ownership of that freed self was another.† Which means that being free and claiming that freedom are two different things because when being freed they can still feel trapped. On the other hand, claiming that freedom means that they do not feel trapped and they actually found a way to claim their own freedom. The novel Beloved is about a former slave name Sethe and her past of being enslaved still haunts her evenRead MoreHouse 124 Is Haunted by a Baby in the Novel, Beloved by Toni Morrison1098 Words   |  5 Pagesgrown up alo ne. When she was younger, 124 was filled with people; Baby Suggs, Howard, Buglar, Sethe, and many others. However, as Denver grew up 124 became emptier, until the only people remaining were herself, Sethe, and the ghost of Sethe’s baby, Beloved. The three of them lived â€Å"harmoniously†, almost as if they were a family. Until, one day Paul D, a man of Sethe’s past, shows up on the front porch of 124. Denver notices how the two instantly reconnected and were a twosome; the reminiscing of theRead MoreThe Bluest Eye By Toni Morrison1561 Words   |  7 PagesBeloved is one of the most beautifully written books and Toni Morrison is one of the best authors in the world. After reading the Bluest Eye and seeing how captivating it is, it is not highly expectant to think that Beloved to be just as enchanting. Anyone who has read Beloved would read it again and those of us who have not should be dying to read it. B eloved is a historical fiction novel based on a true historical incident. Beloved is setRead MoreAmerican Gothic Mid Term : Use Of Color1723 Words   |  7 PagesSkylar Leaf American Gothic Mid-Term The Use of Color in Beloved In Beloved, color is a common and important theme, especially the color red. This is because color can symbolize a variety of different things such as a specific emotion or a memory. Throughout Beloved Morrison uses color to give various meanings to various objects and spaces. The emotional qualities of the characters in Beloved are so strong that Morrison utilizes color as a way to express their feelings. Since the book tells a storyRead MoreUse of Violence in Beloved by Toni Morrison Essay668 Words   |  3 Pagesdoes not want to admit, violence serves as a form of entertainment. In media today, violence typically has no meaning. Literature, movies, and music, saturated with violence, enter the homes of millions everyday. On the other hand, in Beloved, a novel by Toni Morrison, violence contributes greatly to the overall work. The story takes place during the age of the enslavement of African-Americans for rural labor in plantations. Sethe, the proud and noble protagonist, has su ffered a great deal at the handRead MoreBeloved by Toni Morrison1455 Words   |  6 Pagesbrings these hardships to light and shed insight on the pain and suffering of slaves, narratives such as, Incidents in The Life Of A Slave Girl..by Harriet Jacobs,The narrative of the Life of Frederick Douglass, an American Slave. Novels such as Beloved by Toni Morrison blend the slave narratives with fiction highlight the life after slavery and the struggle faced by former slaves to adjust their lives to freedom. According to Paul E. Lovejoy’s ‘Freedom Narratives’ of Transatlantic Slavery, he statesRead More Sexuality and the Grotesque in Toni Morrisons Beloved Essay887 Words   |  4 Pages Sexuality and the Grotesque in Toni Morrisons Beloved Grotesque images of rape, murder, and sexual abuse are recurring throughout Toni Morrisons novel Beloved. The ideals of the white oppressor, be it murder, rape, or sexual abuse were powerful forces that shaped the lives of many of the characters, especially the character Sethe. Rape and sexual abuse are two grotesque instances expressed throughout the novel. The most often referred to is the incident when SchoolteacherRead MorePostmodernism in American Literature Essay1390 Words   |  6 PagesPostmodernism in American literature The novel Beloved by Toni Morrison often makes us question the credibility of what is being told, and uses many striking, sudden shifts between the past and present, making it difficult to distinguish between reality and fiction. This blurring of the truth is a common element of postmodern fiction. In fact, many scholars would say that Beloved is a great example of postmodernism. (Ebrahimi 2005) Morrison uses this technique to bring about the sufferingRead More Mother-Daughter Relationship in Toni Morrisons Beloved Essay699 Words   |  3 PagesRelationship in Toni Morrisons Beloved In Toni Morrison novel, Beloved , the author creates a mother-daughter relationship in which the mother Sethe, out of love, murders her daughter Beloved to free and protect her from the harshness of slavery. Because of this, the baby ghost of her deceased daughter haunts her conscience and is later resurrected to further torment Sethe about her act of love. From the time she slits the throat of her infant daughter and until the end of the novel, we areRead MoreBeloved: Critique with New Historicism1749 Words   |  7 Pages Beloved is a Pulitzer Prize winning novel written by Toni Morrison and published in 1987. The story follows Sethe as she attempts to make peace with her present (for her, post Civil War America) and her past as a former slave and the atrocities she suffered at the hands of the benevolent Gardner family. Information given to the readers from different perspectives, multiple characters, and various time periods allows her audience to piece together t he history of the family, their lives, as

Monday, December 23, 2019

Comparing Fairbairn s Motivation Behind His Departure...

nd contrast Fairbairn’s motivation behind his departure from Freud’s structural model and development of object relation’s theory Introduction It is widely accepted that Sigmund Freud coined the term Psychoanalysis. Within this he derived a number of models over the period of his life to explain how the psyche operates and from where trauma originates, which subsequently led to the development of psychoanalysis. Ronald Fairbairn was a lecturer at the University of Edinburgh teaching medicine where he incorporated his extensive knowledge of Freud’s structural model in his lectures. It was during this time that uncertainties provoked Fairbairn to questions the accuracy of the structural model and initiated Fairbairn’s quest to find an alternative theory, which later led to him becoming one of the key contributors to Object relations theory along side, Melanie Klein, and D.W Winnicott. (Object relations theory and practice An introduction, David E. Scharff, pg 5 1996) This essay will compare and contrast some of the key reasons for Fairbairn’s departure from Freud’s Structural model and drive theory and look at the theory behind object relations and how it is used in therapy today. The Pleasure principle Freud’s structural model illustrates that within every individual there is tripartite structure consisting of the Id, Ego and Super Ego. Freud argued that an individual’s instinctual drive was sexually orientated. In the same way that â€Å"hunger seeks nutrition,

Sunday, December 15, 2019

Negotiations and Alternate Dispute Mechanism Free Essays

Alternative Dispute resolution encompasses distinct forms of dispute resolution through arbitration and mediation. Arbitration is a method of dispute resolution involving one or more neutral third parties who are usually agreed to by disputing parties and whose decision is binding.[1] Arbitration generally proceeds in a similar fashion to that of the court with opening statements, the presentation of witnesses and evidence, cross-examination, and closing arguments. We will write a custom essay sample on Negotiations and Alternate Dispute Mechanism or any similar topic only for you Order Now Arbitrators then decide cases based on the evidence, and their decision is final binding on the parties. Mediation on the other hand is an informal dispute process in which the third party – the mediator helps disputing parties to reach an agreement. A mediator, unlike the arbitrator, has no power to impose his decisions on the parties. Therefore, the mediator’s role is to bring the parties closer together through discussions of weaknesses in the case for both sides, in an effort to convince each to settle the dispute. Arbitration and mediation are voluntary mechanisms- that is the parties are only required to mediate or arbitrate if they agree to do so. The absence of such an agreement will see the parties go to the court of law; therefore the parties in contention cannot be hauled into private mediation and arbitration against their will. It is at the disposal of the parties to decide how they will go about to do it. Alternative Dispute Resolution mechanisms have advantageous such that they are cheaper and quicker than court proceeding and permit parties to resolve their differences more efficiently. Studies have shown that arbitration proceedings in the employment discrimination area to take an average of 8.6 months to be resolved, whereas the average court cases involving alleged employment discrimination takes almost two years.[2] This has seen businesses and employees placing mediation and arbitration in the employment contracts or agreements thus discrimination conflicts can be solved amicably without going to the court of law. Arbitration Arbitration proceedings are like informal court proceedings. They take place in conference room and not in the courtrooms at date scheduled by the parties. In African traditional setting arbitration proceedings take place under a tree called a baraza[3]. Generally during the proceedings of the arbitration the parties select a particular rule to apply to the arbitration and are free to modify such rules by agreement. The reason parties prefer arbitrations to court is because they are more streamlined and friendly. Discoveries in arbitrations tend to be less comprehensive and persistent, with arbitrators frequently imposing limits on the number of depositions each party can take. The arbitrators equally understand that the parties select arbitration in part to avoid the cost of court proceeding and issue rulings considering these goals. While arbitrators make evidentiary rulings and can bar evidence and testimony they deem improper, arbitration rules generally shun strict compliance with rules of evidence.[4]   In conforming to the informal nature of the Alternative Dispute Resolution mechanisms, the arbitrators generally make mistake on the side of admitting all the evidence and when they are weight to particular testimony and exhibits. Therefore due to the informal nature the arbitration process give a loophole for some biasness in the process of making decision among the arbitrators. Unless parties’ arbitration provides otherwise, arbitrators generally are chosen with the help of designated arbitration organization. The process entails the organization submitting names of the arbitrators to the parties then the parties will strike the names they consider lowly ranked. The highly ranked names by the parties will be then asked to arbitrate the dispute. Various formats of arbitration can be highlighted in this sense. Most traditional is for a single arbitrator to act as the judge of the case, that is, to preside over trial and then issue a ruling based on the evidence. This varies slightly from the use of panel of arbitrators –rather than a single arbitrator- to hear a dispute. A single arbitrator handles small to medium-sized disputes, with a panel of arbitrators used to solve more complicated disagreements. Sometimes parties can decide the number of arbitrators they want in resolving their dispute. Parties can also select other forms for arbitrating dispute. For instance, parties can use â€Å"baseball-style† of arbitration where the one party, which table its proposal for example of a salary to a panel of arbitrators and the employer for example, tables his/ her proposal too.[5] Then the arbitrators go through each party’s proposal and come up with an amicable figure or solution to the dispute. This is a case where the winner takes it all since the arbitrators do not have the ability to split their decision but to choose one side’s proposal. This kind of scenario is equally done in business settings where each party endeavors to offer the best possible offer, as the more aggressive a party’s submission, the less likely it is to be chosen by the arbitrator. Another variation from traditional arbitration is the so-called â€Å"Party arbitrators†. This is contrary to the traditional arbitrators who are unbiased and must be free of conflict of interest. Parties’ arbitrators are not neutral and instead are appointed by one of the parties. In this case each party appoints its arbitrator to join a third neutral arbitrator who serves as the chairperson of the panel. This can be depicted in sport disputes, which handle players’ grievances, for example. This form of arbitration is also common in boarder labor environment, with a union and management each appointing its own chosen representative to join a neutral chairperson. Party arbitrators complicate the process of reaching an amicable solution to a problem because the representatives of the parties of course support the position of the parties that appointed them. Some even go ahead and act  Ã‚   as advocates by questioning witnesses. In this effect, arbitrations involving party arbitrators tend to hinge on the vote of the lone neutral arbitrator, with the two party arbitrators generally ruling in favor of the party that appointed them. Mediation Mediation, on the other hand, entails the effort of a single and neutral party- the mediator- to act as an intermediary between parties to help them resolve disputes. Most of the mediation proceedings are nonbonding with the mediator having no authority to compel the parties to reach a resolution. In this sense the mediator considers each parties point of view and their reasons in the light of settling the dispute. This therefore is a case where a skillful and a man of high integrity can act as a broker between the parties and help each party to see the case from a neutral perspective. The mediator can save the parties time and money by pushing them to accomplish their resolution in a day what would have taken weeks and months. Mediation comes in various facets. One form of mediation is the facilitative mediation. In this form the mediator uses the best efforts to convince each side the reasons to settle. The mediator does this by highlighting the weakness of its case, the strengths in its adversary’s case, the cost of litigation, the downside risk of not prevailing, and any other factors that the mediator believes the parties should focus on in properly assessing the case. A good mediator- by the fact that he/she is respected by both the parties- can be suited to soften each side’s position. He can ascertain the strongest and weakest points in each side’s case and may be able to advance each side’s position with the opposing party. Facilitative mediation sessions begin in a conference room where the mediator and the all parties are present. Each parties counsel is given an opportunity to make an opening statement in support of its case (the party’s case). After this opening statement, the parties break into different rooms, separately meeting with the mediator who shuttle back and forth to bring the parties closer. The mediator tries to convince the defendant when he is in the defendant’s room and give him the reasons for not pursing further the case. The mediator also brings out the expenses that the two parties will incur in the process of fighting in the case. He shows how difficult it would to prove her case. In facilitative mediation the mediator does not formally evaluate the case or promote any particular settlement. His goal is to find areas of potential compromise between the parties, and creatively search for a resolution acceptable to each party. On the other hand evaluative mediation, the mediator does not only facilitate the discussions between the parties but also evaluates the claims in the issue. The mediator in this examines the case, by looking at the pleadings and damages modes and arrives at specific recommended settlement- based on his assessment of the likely result of the prospective trial. Even if this does not lead to  Ã‚   an immediate settlement, it may focus on the parties on middle ground and form the starting point for negotiations in the ensuing days. As in the case of facilitative mediation the mediator ought to be a person of integrity in the society if not so no party will accept his judgment thus making the whole exercise to be in futility. There is also the kind of mediation referred to as binding mediation. This is where the mediator not only evaluates the parties but also ultimately imposes a settlement on the parties. This method is less prevalent since it the mediator takes the position similar to the judge at the law court. Parties prefer to discuss through their dispute but not to trust third parties. So instead of taking this form of mediation, parties just decide to go for full-blown trial. In preparation of mediation sessions, as an initial matter the selection of the mediator is very important. In most instances it is the parties that select the mediators. It is important to choose a mediator respected not only by one side but the two sides.   The goal of the of mediation is to use the mediator as an instrument to prod the other side to settle on favorable terms, and only a respected mediator   is likely to have that ability. In the preparation of mediation process the parties concerned have to prepare and submit confidential mediation statement in support of their position in the case. The statements are confidential and only accessible to the mediator and not to the other party. They are meant to orient the mediator in the case so that he can be a more effective intermediary.   The mediators’ objective is to reach settlement- and not to reach the result he believes is most equity- and he is mostly likely to succeed if he knows in advance what potholes to avoid. Negotiations In the endeavor to negotiate effectively, negotiators require a thorough knowledge of client’s case. They also have to know their clients priorities with the respect to the item in dispute. Negotiations require tact and skills, the understanding of the personalities and interests at play, and the trust and respect of the other side. The main mistake in negotiating is to be caught in a bluff, threatening to take certain action then not following through. Once this happens, it diminishes the opposing side’s trust in the counsel and makes favorable settlement far more difficult settlement far more difficult to achieve going forward. Negotiations sometimes can be long so synchronizing the negotiations is paramount for the success of the processes.[6] Generally, a claimant will make a demand before ever initiating alternative dispute response mechanism; it is the respondent’s rejection of this demand that leads to arbitration. Most arbitration organizations offer voluntary mediation to the parties and arbitrators. Thus effective counsel advocates never fully  Ã‚   give up on the possibility of settlement, even if a negotiation resolution does not seem realistic in the near term.   Effective negotiations require careful preparation by counsel. The main element of negotiations is to accurately express a client’s view of the case and properly set opposing counsel’s expectations. None of the mechanisms of resolving disputes –arbitration, mediation or private negotiation are exclusive and independent on their own. Therefore none can work without the backing of the other. If for instance a counsel is doing her job properly, she is not just focused on arbitrating or just on negotiating; rather, she is at all time considering the best and most efficient way to get her client form the point of dispute to a satisfactory resolution. If the counsel feels that there is another good mediator who will help to bridge the gap between the parties then she should steer the case toward mediation. Works Cited Lewis, Maltby. Private Justice: Employment Arbitration and Civil Rights, 30 COLUM.HUM.REV.29, 55 (1998) Wax, Robert. Staying Out of Court: Using Alternative Dispute Resolution Can Save Time and Money. Journal (2006) Whittlesey, Dave. Baseball-Style Arbitration: Don’t Strike Out, Broadcasting Cable (Jan. 30, 2006). [1] See Black’s Law Dictionary [2] See Lewis L. Maltby, Private Justice: Employment Arbitration and Civil Rights, 30 COLUM.HUM.REV.29, 55 (1998) [3] Baraza- a meeting of elders aimed at arbitrating a conflict in East Africa. [4] The parties may offer such evidence as is relevant to the dispute and shall produce such evidence as the arbitrator may deem necessary to an understanding and determination of the dispute. Conformity to legal rules of evidence shall not be necessary. [5] See R. Rabin and D. Whittlesey, Baseball-Style Arbitration: Don’t Strike Out, Broadcasting Cable (Jan. 30, 2006). [6] See Wax, Robert. staying Out of   Court: using Alternative Dispute Resolution can Save Time and Money (2006) How to cite Negotiations and Alternate Dispute Mechanism, Essay examples

Friday, December 6, 2019

Roles of Brand Community and Community Engagement

Question: Discuss about the Roles of Brand Community and Community Engagement. Answer: Introduction The power of experience and shared extraordinary experiences are essential for creating the customer value. In current business market, the influence of brand communities, anti-brand communities, and other kinds of consumption communities are much highlighted (Kuo Feng, 2013). The study will thus focus on the case study of Transcendent Customer Experience to understand the challenges faced by the business personnel on the ground of marketing parameters. The study will identify the potential issues, link with the marketing theories, and suggest some of the suitable recommendations to ensure the betterment of business process. The research paper will also help in understanding the effects of brands and brand communities on the business companies. Case Study Analysis The case study concentrates on the customer experience and the influence of the brand community. The power of the brand community as well as the anti-brand community is much significant in establish the brand identity (Brodie, 2017). The survival of the business company depends on the effective customer experience. The case study highlights that there are two major categories of extraordinary experiences, such as flow and peak experience (Schouten, McAlexander Koenig, 2007). Flow experience is characterized by focusing on the absorption in an activity. The flow experienced generally perceives the high spirit of motivation that influences the people to take the relevant decision. The peak experience, on the other hand, is ephemeral and potentially transformational experience. Unlike flow experience, peak experience is less deliberate and more epiphany. In spite of the dissimilarities between the flow and peak experiences, it is observed that these two processes belong to the relative ly similar phenomenon. The case study is also shedding lights on the effectiveness of brand community, which is the most important factor for establishing the brand identity. The empirical study points out that the assimilation brand community often depends on the web of relationships between the customers and the brands. It is noted that the TCEs are much focused on establishing the customer value. They usually perceive that the customer value is the major instrument for achieving brand loyalty. The establishment of brand loyalty can determine repeat purchases for the suggested brands. The marketer thus has decided to consumption activity for strengthening the brand community. It particularly provides the strengthened brand loyalty for the future success. However, the marketers have identified some of the specific issues or challenges that may prevent them from establishing a strong brand community. The information derived from the quantitative research study is highlighting that the modern consumerisms and the religious or cultural factors are the major limitation of building a brand community. The obligations from the cultural factors are sometimes preventing the customers to use some of the products of specific brands. Moreover, the changing demands of the consumers is also much influencing in such cases. Due to such changing demands and the cultural barriers, the business companies have been facing most of the challenges in building the brand community (Brodie et al., 2013). Concentrating on such issues, the further section of the study will discuss the applicable marketing theory. Application of the Marketing Theory It is necessary to apply the relevant theory in order to minimize the potential challenges that the marketers face during the establishment of brand community. It is noticed that Kenneth Burkes Theory of Communication is considered as the foundational element for brand community (Jackson, 2013). It is instructed that enhancements of the communication can lead people to share meaning. Three major categorizations recognized as the source of information. First, the idealistic identification, which is reflected through shared ideas, attitudes and values (Baldus, Voorhees Calantone, 2015). Second, material identification, which is derived from owning the similar goods, such as computers, clothes, and cars. Third, formal identification, which is extracted from an organized events (Jackson, 2013). These forms of identification provide the insightful knowledge about the consumers demands while accepting any particular brand (Habibi, Laroche Richard, 2014). Sharing knowledge, attitudes, and values determine the expectations of the consumers in relation to their customs, cultures, preferences, and morale. Recognizing these aspects can be facilitated by establishing a strong communication (Goh, Heng Lin, 2013). Recommendation The case study analysis highlights the major issues of strengthening brand community are the cultural barrier and the modern consumerisms. The increasing and changing demands of the customers is one of the crucial factors that every business marketers need to fulfill at any cost. However, concentrating on such issues and the applied marketing theory, the preferable recommendation is provide below. The results obtained from the quantitative research study and the theoretical perspectives are reflecting the higher demands of proper communication process. It is essential to recognize the specific needs of the consumers for establishing the brand identity. The business marketers ought to establish the communication transparency to enable a strengthened brand community that shares the similar values. The transparent communication points out the basic need of a consumer that will drive them towards the repeat purchases. Moreover, it enhances the reliability for ensuring brand loyalty. Hence, establishment of the communication transparency would be beneficial to build a brand community. The recommendations are presented by focusing on the emerging issues. It is necessary to identify a beneficial source of establishing proper communication with the potential consumers. Using the social media sites is one of the most helpful sites to recognize and communicate about the modern consumerism. Sharing knowledge through the online pages is the modern approaches that the consumers use mostly in current time. The business marketers even can be benefitted through this communication process. Conclusion The study highlights the underlying concepts of brand communication by referring the case study of Transcendent Customer Experience (TCE). The results derived from the quantitative research process mentioned in the case study specify that the business marketers face challenges due to cultural barriers and the trends of the modern consumerisms. The application of the Burkes theory of Communication indicates that the establishment of the proper communication provides the ideas about the consumers preferences. Moreover, in todays world, the influence of the online social sites is quite in trends. Hence, it is recommended that the business marketers can reduce the issues by communicate with the consumers through online social sites. References Baldus, B. J., Voorhees, C., Calantone, R. (2015). Online brand community engagement: Scale development and validation.Journal of Business Research,68(5), 978-985. Brodie, R. J., Ilic, A., Juric, B., Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis.Journal of Business Research,66(1), 105-114. Brodie, R.J., (2017). Commentary on Working consumers: Co-creation of brand identity, consumer identity, and brand community identity.Journal of Business Research,70, pp.430-431. Goh, K. Y., Heng, C. S., Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content.Information Systems Research,24(1), 88-107. Habibi, M. R., Laroche, M., Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media.Computers in Human Behavior,37, 152-161. Jackson, C. Y. (2013). The Use of Rhetoric in Public Relations: Kenneth Burke's Theory of Identification and Consubstantiality. Kuo, Y. F., Feng, L. H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities.International Journal of Information Management,33(6), 948-962. Schouten, J., McAlexander, J. Koenig, H., (2007). Transcendent customer experience and brand community. Academy of Marketing Science, 35, pp.357-368.