Essay on Using Attitudes to Predict Consumer Behavior

Essay on Using Attitudes to Predict Consumer Behavior Essay on Using Attitudes to Predict Consumer Behavior Essay on Using Attitudes to Predict Consumer BehaviorEthical consumption has grown significantly in recent years. Marketers need to have a better understanding of the relationship between ethical attitudes and consumer behavior. According to researchers, â€Å"consumer behavior lags behind the stated level of concern about ethical issues†(Harrison, 2005, p. 198).   There is the apparent gap between attitudes and consumer behavior. Nevertheless, 24% of the British consumers characterize themselves as â€Å"ethical consumers† (Harrison, 2005, p. 198). Ethical behavior of consumers has become an object of research in recent years. According to Lucica Matei and Teodora Dinu (2012), â€Å"actual consumer behavior has been neglected in research when compared to a more significant number of studies measuring consumers’ ethical attitudes and beliefs†(p. 41). Drawing on the academic literature relating to the relationship between attitudes and behavior, it is nec essary to explain why attitudes may not always help to predict behavior and why the attitude-behavior gap might be so prevalent. The Theory of Reasoned Action and the Theory of Planned Behavior help to give explanation to consumers’ intention of being involved in consumer behavior. Attitudes may not always predict consumer behavior because of certain consumer-related barriers.Definition of termsThe term â€Å"consumer behavior† can be defined as â€Å"the behavior of ultimate consumers, those who purchase products for personal and household consumption and not for business purposes† (Ferrell et al., 2012, p. 114).The term â€Å"consumer attitude† defines the link between consumer behavior and the consumer disposition to purchase any kind of products or services. The consumer attitude can be assessed by means of regular consumer opinion surveys which are based on real facts, as well as by consumption trend analysis, which provides the required â€Å"infor mation on the real consumption of each product† (Lazzaroni et al., 2013, p. 84). According to Dr. Lars Perner (2010), consumer attitude can be regarded as a complex of consumer beliefs, intentions and feelings toward some product within the context of marketing strategy.The term â€Å"attitude-behavior gap† can be defined as the tension that exists within an individual (a consumer) between what he/she wants to do (or intends to do) and what he/she thinks he/she should do (or perform) (Trijp Fischer, 2010).   When individuals are asked to define their values and belief, they demonstrate the attitude that is the most appropriate in terms of the established norms (Trijp Fischer, 2010). The size of theattitude-behavior gap can be determined by the level of ambiguity that is involved in consumer decision (Trijp Fischer, 2010).The use of attitude theoryin understanding of a variety of attitudinal conceptsThe use of attitude theory in understanding of a variety of attitud inal concepts is essential for marketers. There are two basic theories that can be applied to this situation: the Theory of Reasoned Action developed by Fishbein and the Theory of Planned Behavior developed by Ajzen. Actually, both theories help to explain the role of immediate determiner of consumer behavior – consumers’ intention to be involved in this behavior (Ajzen, 2005; Brannon Feist, 2009). Both theories assume that consumer intentions should be focused on motivation. Various motivational factors affect consumer behavior. In other words, intentions are caused by some motivational factors in order to perform some behavior. At the same time, it is necessary to understand that an individual’s intention to perform some behavior (e.g. consumer behavior) or not to perform it is â€Å"the immediate determinant of action†, while   an individual’s attitude is determined by â€Å"the person’s beliefs and evaluation of the expected outcomeà ¢â‚¬  (Raoprasert Islam, 2010, p. 31).The Theory of Reasoned ActionThe Theory of Reasoned Action (Fig.1) is focused on the fact that consumer behavioral intentions are caused by two major reasons:Functioning of consumers’ attitudes toward their behaviors, â€Å"determined by their beliefs that the behavior will lead to positively or negatively valued outcomes† (Brannon Feist, 2009,p. 72).Functioning of consumers’ subjective norms, determined by consumer perceptions of the values placed by others on the behavior and by their motivation to follow these norms(Brannon Feist, 2009)According to the Theory of Reasoned Action, an individual’s attitude to behavior stands for an individual’s assessment of the positive and negative outcomes of performing the target action. The consequences of the behavior are taken into consideration (Brannon Feist, 2009).  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In general, the Theory of Reasoned Action is focused on the assumption that consumer behavior is determined by an individual’s intention to follow the behavior patterns, which can provide the most accurate prediction of consumer behavior. The level of consumer intention affects the opportunity to be involved in consumer behavior (Raoprasert Islam, 2010).The Theory of Planned Behavior  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Theory of Planned Behavior is focused on the additional determinant of consumer intention to act – consumers’ perception of their control over their behavior. Actually, the Theory of Planned Behavior can be viewed as the extension of the Theory of Reasoned Action (Ajzen, 2005). It is necessary to understand the role of consumers’ perceived behavior control (Brannon Feist, 2009). This determinant was added to place emphasis on the factors that have a strong impact on consumers’ intentions. Due to the individuals’ self-perception of control, it is possible to predict th e likelihood of an individual’s actions (Brannon Feist, 2009).  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   According to the Theory of Planned Behavior, there are three basic determinants or factors that affect consumer behavior and intentions: personal factor, social factor and the factor that deals with the issues of control (Fig.2).As a matter of fact, the relevant attitude theory helps to better understand a variety of attitudinal concepts. Both theories assume that an individual’s intention to behave in a particular way is dependent on the individual’s attitude toward the behavior (e.g. the opinions of other people, the individual perceived behavior control and the individual’s desire to perform actions) (Ajzen, 2005; Raoprasert Islam, 2010). In other words, according to these theories, individuals may perceive various barriers to consumer behavior based on their own attitudes and taken into consideration their own cognitions (Ajzen, 2005;Brannon F eist, 2009).Paul A. Pavlou and Mendel Fygenson(2006) use the Theory of Planned Behavior to give explanation to consumer behavior, as well as to predict the process of e-commerce adoption by consumers. Researchers place emphasis on the process that reflects two online consumer behaviors: first, getting information and, second, purchasing a product online (from a Web seller). Researchers â€Å"simultaneously model the association between these two contingent online behaviors and their respective intentions by appealing to consumer behavior theories and the theory of implementation intentions, respectively† (Pavlou Fygenson, 2006, p.112). Besides, researchers use various methods to derive for each type of consumer behavior its intention, belief, attitude, and behavioral control.The major causes of attitudes’ failure to predict consumer behaviorDue to the relationship between attitude and consumer behavior, it is possible to predict the behavior of consumers based on thei r own attitudes toward various products, brands, services, etc. offered by sellers.   As a rule, consumer behavior can be predicted based on positive attitudes. However, in some cases, it is impossible to predict consumer behavior because people â€Å"form attitudes that fulfill their social identity functions, and there is no any consistent relationship between attitude and future behavior† (Mooij, 2010, p. 134). It has been found that attitudes may not always be helpful in predicting consumer behavior. It is very important to understand the major barriersto predicting consumer behavior (Harrison, 2005). According to the recent study conducted by the Cooperative bank, only 5% of the British consumers make purchase decisions based on ethical attitudes (Harrison, 2005). The following factors may have a strong impact on consumer behavior: changes in consumer values, changes in attitudes, changes in consumer knowledge about products, and changes in some significant aspects of consumption process (price and quality), changing in consumer habits and preferences (Harrison, 2005; Hoyer, 2012)Essay on Using Attitudes to Predict Consumer Behavior part 2

Experience Archaeology Firsthand in a Field School

Experience Archaeology Firsthand in a Field School Would you like to go on an archaeological dig? Do Indiana Jones movies give you wanderlust? Does the thought of conducting scientific research in exotic locations sound like the perfect way to spend your hard-earned vacation? Are you tired of reading about ancient cultures from the pages of books and websites and do you long to learn about those dead societies first hand? An archaeological field school might be just what youre looking for.   An archaeological field school means that even if youre not a professional archaeologist, you, too, can spend part of your summer digging in the dirt. After all, it doesnt seem terribly fair that we should have all the fun, does it? Well, fortunately, there are lots of university-based excavations going on all year long, called field schools, and some of them take unaffiliated volunteers. Whats a Field School? An archaeology field school is an archaeological dig that is organized partly to train the next generation of archaeologists. Of course, field schools are always arranged to conduct real, scientifically-based archaeological research for the professors and their graduate student assistants. The only reason to go into the field and excavate sites must always be to gather new information about ancient behaviors and culturesarchaeology is a destructive process and if youre not gathering data, you shouldnt be digging. But field schools are specifically tailored to teach new students the methods and philosophy of archaeology. And the good news? Even if youre not planning on becoming an archaeologist, you can still attend a field school. In fact, I always recommend that anybody even considering a career in archaeology should go to one early in their education, if possible even before they start taking university classes, to find out if they like hanging around other sunburned and filthy people pursuing scientific research enough to warrant the cost of a college education. Attending a Field School A field school works this way: a small band of studentsgenerally ten to fifteen, although the size varies considerably from school to schoolis collected by a university anthropology department. The students go to an archaeological site where they get instructions on how to survey and dig, and then they dig. Many field schools feature lectures and tours to nearby archaeological sites; sometimes students are assigned a special project of their own. The students get college credit and training that way,   starting them off in a career in archaeology. Most field schools last between two and eight weeks in the warm or dry season, depending on what part of the world the excavations are located. Many field schools also welcome members of the local historical society or archaeology club, or provide opportunities for the public to experience archaeology for themselves. Almost every archaeology department or anthropology department with a concentration in archaeology in the world conducts archaeological field research in schools every summer or every other summer. What Youll Need To attend such a field school, youll need physical stamina, clothes you dont mind destroying, a hat with a brim, and SPF 30 or better sunblock. You may get college credit. You may have to provide your own travel and housing expenses, or they may be provided as part of the experience. Youll need a strong sense of adventure; a stronger sense of humor; and the ability to work hard without complaining (too much!). But you might have the time of your life. So, if you have a few days or weeks off next summer, and you want to experience a little real-live archaeology, this is the time to start looking! Finding a Field School There are several ways to find a field school. There are several dozens being held all over the world every year. Here are a few sites that can be trusted to contain up-to-date listings from around the globe.   Archaeology Anthropology Field Schools ShovelBums site, R. Joe Brandon Archaeological Fieldwork.com, Jennifer Palmer Field School Opportunities from the American Anthropological Society Archaeological Fieldwork Opportunities Bulletin from the Archaeological Institute of America You could also contact the archaeologists associated with the anthropology, archaeology, or ancient history department at your local university. You might consider joining your local archaeology society or club. Good luck and good digging!

Management for Organizations Essay Example | Topics and Well Written Essays - 1250 words

Management for Organizations - Essay Example Also, the logo of Ron Jon is popular worldwide (Ron Jon website, the History) while the logo of Hilo Hattie is not recognizable at international level. It should be noted that both companies emphasize on the uniqueness and the range of their products, as a competitive advantage towards their competitors. Hilo Hattie is the only retailer in Hawaii that offers to its customers an extremely high range of products. Ron Jon has emphasized on products related only to Surf, aiming to address customers in the specific sector. Specializing on Surf-related products Ron Jon is able to provide to its customers a high range of products of this category. In the websites of the two companies elements can be retrieved in regard to their organizational planning, leading and control. These elements are presented in Table 1 below. Companies/ Element in the website Ron Jon Surf Shop Hilo Hattie Organizational planning In the section ‘Our Company’; employees are highly valued; emphasis is al so given on the firm’s corporate environment In the section ‘Fun Stuff’ and the sub-section ‘About Hilo Hattie’; the key target of the company has been its development into a major centre of vacation shopping. Organizing In the section ‘Our Company’ / subsection: History; the company has developed its own stores but it also highly based on partnerships. In the section ‘Fun Stuff’ and the sub-section ‘About Hilo Hattie’; the company operates exclusively through its own stores. Important information on the company’s daily operations are also included in the section ‘Info’; for example, the return of a product is based on the rules included in the Returns & Exchanges sub-section Staffing In the section ‘Careers’; Employee benefits include ‘Employee discounts and Educational Assistance’ Vacancies are presented through the website’s section ‘Contact Usâ€℠¢ and the sub-section ‘Careers’; no information is provided in regard to the terms of employment in the company’s stores Leading In the section ‘Our Company’; emphasis is given on the store’s founder, Ron DiMenna and his leading style which is followed by the stores’ managers; securing fun for customers is among the priorities of the company’s leading aspect (Reilly, Minnick & Baack 2011, p.3) The only information provided in regard to the company’s leading is included in the section ‘Contact Us’ and the sub-section ‘Management team’ Control The control over the selling process is secured through a series of rules including in the document under the title ‘Routine and Compliance Guide’, as updated in Jan 2013; the Guide is included in the section ‘Our Company’ and the sub-section ‘Vendor Info’ The company’s operations are aligned with a series of rules included in the section ‘Info’; for example, customers’ privacy is secured while the terms of Returns and Exchanges are analytically described in the relevant sub-section Table 1 – Organizational elements in the companies’ websites Question 2 Company Valuation - Dunkin Donuts The company’s distinctive competence is its brand name as the most popular ‘chain of baked goods and coffee’

Should you worry about cell phone, cellular antenna and Wi-Fi device Research Paper

Should you worry about cell phone, cellular antenna and Wi-Fi device radiation why or why not - Research Paper Example Therefore, every individual should be worried about cell phone, cellular antenna and Wi-Fi device radiation (Mercola, 2008). Studies conducted by scientists have indicated that exposure to electromagnetic waves cause significant changes on the human body. Doctor Mercola indicates that although extensive research has not been carried out to determine the clear effects that radio radiation has on individuals, it would be a grave mistake to conclude that the emissions are inconsequential (Mercola, 2008). Some scientists have used rats to conduct similar experiments and have concluded that the radiation emitted by these devices has an effect on the biological and maturation processes of the rodents. Other researchers have scientifically linked some health complications such as sleep disruptions, dementia, fatigue, Alzheimer’s, Parkinson’s, Autism, Headaches, poor concentration and failing memory to the electromagnetic waves emitted by cell phones, cellular antenna and Wi-Fi devices. However, these health implications have other causes as well, although the radiation emitted from these devices ca nnot be ruled out. Cell phone, cellular antenna and Wi-Fi device radiation seems to create potential health risks to humans. Therefore, people should be worried about being exposed to this kind of radiation, as it has adverse effects on their health (Shelly and Vermaat,

Interaction Theories Essay Example for Free

Interaction Theories Essay A. Compare and contrast two of the models or theories presented in this chapter considering their usefulness in practice, research, education and administration. For the purposes of this discussion, I have selected King’s Theory of Goal Attainment and Peplau’s Theory of Interpersonal Relations. On a broad perspective, both theories aim at explaining the interaction processes that happen between a nurse and her patient. Imogene King’s basic assumption of her theory is that the nurse and the client communicate information, set goals mutually, and act to attain those goals. The same can actually be said with Peplau’s theory wherein she states that nursing is an interpersonal process because it involves interaction between two or more individuals with a common goal, the attainment of which is achieved through the use of a series of steps, and that the nurse and patient work together so both become mature and knowledgeable in the process. A lot of similarities can be seen from both works as they try to explain the nursing process in a nurse-patient interaction level. see fig. 1) The concepts of person, health, environment and nursing are recurring themes on both theories as they attempt to integrate it with each of their own interaction models. The deviation between the two theories occur where the focus of their study lie in the current nursing practice. King focused on the major concept of interacting systems: Personal, interpersonal and social systems, and how the accuracy of determining which system is most applicable would lead to eventual tra nsaction. Because of the severity of her condition, the emergency room nurses attending for this particular patient immediately began taking actions to stabilize her condition, such as securing an IV line, drawing blood for labs, applying oxygen and doing an ECG all at the same time. When asked by a nurse to take her ordered dose of aspirin the patient fearfully verbalized, â€Å"What are you doing to me? † Soon after, when the patient’s condition did not significantly improve but got worse, the physician advised the husband that patient be brought to the cardiac catheterization laboratory for an angiogram. The client was adamant that she did not want to take drastic measures, but the husband indicated that he wanted whatever was necessary to improve his wife’s condition. This is an excellent example of a client losing the sense of self-hood. In regard to the concept of self, King (1981) stated â€Å"If nurses and other professionals interact with patients or clients as human beings, and let the individuals be themselves, nurses and patients would help each other grow in self-awareness and in understanding of human behavior, especially in stressful life experiences. † In an environment that requires one to be reactive and responsive, clients often perceive nurses as being too busy or too hurried. King (1981) encouraged nurses to be aware of how they present themselves to their clients because the manner in which nurses enter a client’s room sets the tone for the entire encounter. Poor communication skills lead to poor transactions and interactions between the nurse and the client. Poor communication skills also affect goal setting and goal attainment (Williams, 2001). It is solely because of this perception that proper â€Å"scripting† with the patients has been constantly reiterated to all nursing personnel and including even the support staff. In stark contrast with the example presented above, here is a situation where King’s Theory of Goal Attainment was used in the emergency room setting. Patient ST, a 32-year old male trauma patient who went to the emergency room due to a traumatic amputation of an arm secondary to a motor vehicle accident. The assessment phase of the nursing process can take in the concepts associated with the personal system. Once the patient has been hemodynamically stabilized, the nurse’s attention is now focused on assisting the patient cope with the feelings of loss, separation and anger that he is experiencing. The patient’s feelings of perception, self body image, growth and development, time and space must be considered after doing the primary survey of airway, breathing and circulation. In fact, this is even specified in my institution’s â€Å"Emergency Room Nursing Database† in its attempts to fulfill the JCI requirements in documentation. Attempting to restore the patient’s self-esteem in the light of the traumatic loss is a mutually established goal between the nurse and the client. It is also important for the nurse to realize that the patient’s perceptual field is narrowed because of the pain and emotion that he is currently experiencing. King’s theory highlights the importance of the participation of the individuals in decision making and deals with the choices, alternatives, and outcomes of nursing care. The theory offers insight into the nurses’ interactions with the individuals and groups within the environment (Williams, 2001). Element of the theory of Imogene King is usually applied specifically in interpersonal and social systems. More often than not, the mode of interaction being used in the emergency department is a dyad (2 people interacting), where the perception of a patient is changed because of a communication that takes place providing education to a patient with knowledge deficit. Such an example occurs in ensuring a patient and its significant others’ compliance; if the patient does not understand the importance of a certain intervention or medication, cooperation and adherence will be very difficult to achieve. But once the nurse educates them with proper nurse-patient interaction and therapeutic communication, compliance and adherence to medical regimen can be achieved. King’s Goal Attainment Theory (Client-Centered Theory) is indeed what we are practicing in the daily routine of the hospital and in any other clinical setting. Giving the patient the pertinent information of what is going to happen or what is happening will lessen the patient’s anxiety that contributes to tachycardia, restlessness and give them a sense of control of the situation.

Methods of Characterization in The Hairy Ape Essay example -- Hairy Ap

Methods of Characterization in The Hairy Ape Eugene Gladstone O’Neill was born October 16, 1888, to Irish-American parents in New York City. His mother, Ella O’Neill, reserved and genteel (Sheaffer 15), came from a prosperous Cleveland family. His father, James O’Neill, from a poor family, was an actor who became synonymous with Dumas’ Count of Monte Cristo, a role he performed over 3000 times (Sheaffer 8). Driven by fear of poverty, James worked nonstop and constantly tried his hand at get-rich-quick schemes, such as buying and selling real estate. Eugene had one older brother James. During Eugene’s early years, the family toured around the country with James Sr.’s acting company and spent each summer vacationing in New London. Eugene grew to hate theater life with its constant moves and unreliable income. He attended Catholic schools growing up, and he went to Princeton in 1906. Eugene spent his first year loafing and neglecting his studies, and he was dismissed for â€Å"poor scholastic standing† (Sheaffer 125). In October of 1909, he secretly married Kathleen Jenkins before sailing to Honduras on a gold-prospecting expedition. On his return, six and half months later he learned he had a namesake, Eugene Gladstone O’Neill. He neglected his responsibilities as husband and father, however, and he was divorced in 1910. For the next two years he served as a crewmember on various sailing boats and steamships. Those experiences served as material for his future sea plays. At the end of 1912, he was diagnosed with tuberculosis and was admitted to Gaylord Farm sanatorium in Wellingford, Connecticut, for six months. It was here, away from alcohol and the vestiges of wild living, ... ...12, 1997, 27. Carpenter, Frederic I. Eugene O’Neill. New York: Twayne Publishers, Inc., 1964. Chothia, Jean. Forging a Language: A study of the plays of Eugene O’Neill. New York: Cambridge University Press, 1979. Diggins, John Patrick. â€Å"‘The Hairy Ape’ and the FBI†. The New Leader. April 7, 1997, 21. Egri, Peter. â€Å"'Belonging' Lost: Alienation and Dramatic Form in Eugene O’Neill’s The Hairy Ape† in Critical Essays on Eugene O’Neill. James J. Martine, ed. Boston: G.K. Hall & Co., 1984. Hofmannsthal, Hugo. â€Å"The Beggar and The Hairy Ape† in Eugene O’Neill’s Critics: Voices from Abroad. Horst Frenz, et. al. eds. Carbondale: Southern Illinois University Press, 1984. O’Neill, Eugene. Four Plays by Eugene O’Neill. New York: Signet Classic, 1998. Sheaffer, Louis. O’Neill: Son and Playwright. Boston: Little, Brown and Company, 1968. Methods of Characterization in The Hairy Ape Essay example -- Hairy Ap Methods of Characterization in The Hairy Ape Eugene Gladstone O’Neill was born October 16, 1888, to Irish-American parents in New York City. His mother, Ella O’Neill, reserved and genteel (Sheaffer 15), came from a prosperous Cleveland family. His father, James O’Neill, from a poor family, was an actor who became synonymous with Dumas’ Count of Monte Cristo, a role he performed over 3000 times (Sheaffer 8). Driven by fear of poverty, James worked nonstop and constantly tried his hand at get-rich-quick schemes, such as buying and selling real estate. Eugene had one older brother James. During Eugene’s early years, the family toured around the country with James Sr.’s acting company and spent each summer vacationing in New London. Eugene grew to hate theater life with its constant moves and unreliable income. He attended Catholic schools growing up, and he went to Princeton in 1906. Eugene spent his first year loafing and neglecting his studies, and he was dismissed for â€Å"poor scholastic standing† (Sheaffer 125). In October of 1909, he secretly married Kathleen Jenkins before sailing to Honduras on a gold-prospecting expedition. On his return, six and half months later he learned he had a namesake, Eugene Gladstone O’Neill. He neglected his responsibilities as husband and father, however, and he was divorced in 1910. For the next two years he served as a crewmember on various sailing boats and steamships. Those experiences served as material for his future sea plays. At the end of 1912, he was diagnosed with tuberculosis and was admitted to Gaylord Farm sanatorium in Wellingford, Connecticut, for six months. It was here, away from alcohol and the vestiges of wild living, ... ...12, 1997, 27. Carpenter, Frederic I. Eugene O’Neill. New York: Twayne Publishers, Inc., 1964. Chothia, Jean. Forging a Language: A study of the plays of Eugene O’Neill. New York: Cambridge University Press, 1979. Diggins, John Patrick. â€Å"‘The Hairy Ape’ and the FBI†. The New Leader. April 7, 1997, 21. Egri, Peter. â€Å"'Belonging' Lost: Alienation and Dramatic Form in Eugene O’Neill’s The Hairy Ape† in Critical Essays on Eugene O’Neill. James J. Martine, ed. Boston: G.K. Hall & Co., 1984. Hofmannsthal, Hugo. â€Å"The Beggar and The Hairy Ape† in Eugene O’Neill’s Critics: Voices from Abroad. Horst Frenz, et. al. eds. Carbondale: Southern Illinois University Press, 1984. O’Neill, Eugene. Four Plays by Eugene O’Neill. New York: Signet Classic, 1998. Sheaffer, Louis. O’Neill: Son and Playwright. Boston: Little, Brown and Company, 1968.

Digital Fortress Chapter 59-62

Chapter 59 Susan reached for Commander Strathmore's hand as he helped her up the ladder onto the Crypto floor. The image of Phil Chartrukian lying broken on the generators was burned into her mind. The thought of Hale hiding in the bowels of Crypto had left her dizzy. The truth was inescapable-Hale had pushed Chartrukian. Susan stumbled past the shadow of TRANSLTR back toward Crypto's main exit-the door she'd come through hours earlier. Her frantic punching on the unlit keypad did nothing to move the huge portal. She was trapped; Crypto was a prison. The dome sat like a satellite, 109 yards away from the main NSA structure, accessible only through the main portal. Since Crypto made its own power, the switchboard probably didn't even know they were in trouble. â€Å"The main power's out,† Strathmore said, arriving behind her. â€Å"We're on aux.† The backup power supply in Crypto was designed so that TRANSLTR and its cooling systems took precedence over all other systems, including lights and doorways. That way an untimely power outage would not interrupt TRANSLTR during an important run. It also meant TRANSLTR would never run without its freon cooling system; in an uncooled enclosure, the heat generated by three million processors would rise to treacherous levels-perhaps even igniting the silicon chips and resulting in a fiery meltdown. It was an image no one dared consider. Susan fought to get her bearings. Her thoughts were consumed by the single image of the Sys-Sec on the generators. She stabbed at the keypad again. Still no response. â€Å"Abort the run!† she demanded. Telling TRANSLTR to stop searching for the Digital Fortress pass-key would shut down its circuits and free up enough backup power to get the doors working again. â€Å"Easy, Susan,† Strathmore said, putting a steadying hand on her shoulder. The commander's reassuring touch lifted Susan from her daze. She suddenly remembered why she had been going to get him. She wheeled, â€Å"Commander! Greg Hale is North Dakota!† There was a seemingly endless beat of silence in the dark. Finally Strathmore replied. His voice sounded more confused than shocked. â€Å"What are you talking about?† â€Å"Hale†¦Ã¢â‚¬  Susan whispered. â€Å"He's North Dakota.† There was more silence as Strathmore pondered Susan's words. â€Å"The tracer?† He seemed confused. â€Å"It fingered Hale?† â€Å"The tracer isn't back yet. Hale aborted it!† Susan went on to explain how Hale had stopped her tracer and how she'd found E-mail from Tankado in Hale's account. Another long moment of silence followed. Strathmore shook his head in disbelief. â€Å"There's no way Greg Hale is Tankado's insurance! It's absurd! Tankado would never trust Hale.† â€Å"Commander,† she said, â€Å"Hale sank us once before-Skipjack. Tankado trusted him.† Strathmore could not seem to find words. â€Å"Abort TRANSLTR,† Susan begged him. â€Å"We've got North Dakota. Call building security. Let's get out of here.† Strathmore held up his hand requesting a moment to think. Susan looked nervously in the direction of the trapdoor. The opening was just out of sight behind TRANSLTR, but the reddish glow spilled out over the black tile like fire on ice. Come on, call Security, Commander! Abort TRANSLTR! Get us out of here! Suddenly Strathmore sprang to action. â€Å"Follow me,† he said. He strode toward the trapdoor. â€Å"Commander! Hale is dangerous! He-â€Å" But Strathmore disappeared into the dark. Susan hurried to follow his silhouette. The commander circled around TRANSLTR and arrived over the opening in the floor. He peered into the swirling, steaming pit. Silently he looked around the darkened Crypto floor. Then he bent down and heaved the heavy trapdoor. It swung in a low arc. When he let go, it slammed shut with a deadening thud. Crypto was once again a silent, blackened cave. It appeared North Dakota was trapped. Strathmore knelt down. He turned the heavy butterfly lock. It spun into place. The sublevels were sealed. Neither he nor Susan heard the faint steps in the direction of Node 3. Chapter 60 Two-tone headed through the mirrored corridor that led from the outside patio to the dance floor. As he turned to check his safety pin in the reflection, he sensed a figure looming up behind him. He spun, but it was too late. A pair of rocklike arms pinned his body face-first against the glass. The punk tried to twist around. â€Å"Eduardo? Hey, man, is that you?† Two-Tone felt a hand brush over his wallet before the figure leaned firmly into his back. â€Å"Eddie!† the punk cried. â€Å"Quit fooling around! Some guy was lookin' for Megan.† The figure held him firmly. â€Å"Hey, Eddie, man, cut it out!† But when Two-Tone looked up into the mirror, he saw the figure pinning him was not his friend at all. The face was pockmarked and scarred. Two lifeless eyes stared out like coal from behind wire-rim glasses. The man leaned forward, placing his mouth against Two-Tone's ear. A strange, voice choked, â€Å"Adonde fue? Where'd he go?† The words sounded somehow misshapen. The punk froze, paralyzed with fear. â€Å"Adonde fue?† the voice repeated. â€Å"El Americano.† â€Å"The†¦ the airport. Aeropuerto,† Two-Tone stammered. â€Å"Aeropuerto?† the man repeated, his dark eyes watching Two-Tone's lips in the mirror. The punk nodded. â€Å"Tenia el anillo? Did he have the ring?† Terrified, Two-Tone shook his head. â€Å"No.† â€Å"Viste el anillo? Did you see the ring?† Two-Tone paused. What was the right answer? â€Å"Viste el anillo?† the muffled voice demanded. Two-Tone nodded affirmatively, hoping honesty would pay. It did not. Seconds later he slid to the floor, his neck broken. Chapter 61 Jabba lay on his back lodged halfway inside a dismantled mainframe computer. There was a penlight in his mouth, a soldering iron in his hand, and a large schematic blueprint propped on his belly. He had just finished attaching a new set of attenuators to a faulty motherboard when his cellular phone sprang to life. â€Å"Shit,† he swore, groping for the receiver through a pile of cables. â€Å"Jabba here.† â€Å"Jabba, it's Midge.† He brightened. â€Å"Twice in one night? People are gonna start talking.† â€Å"Crypto's got problems.† Her voice was tense. Jabba frowned. â€Å"We been through this already. Remember?† â€Å"It's a power problem.† â€Å"I'm not an electrician. Call Engineering.† â€Å"The dome's dark.† â€Å"You're seeing things. Go home.† He turned back to his schematic. â€Å"Pitch black!† she yelled. Jabba sighed and set down his penlight. â€Å"Midge, first of all, we've got aux power in there. It would never be pitch black. Second, Strathmore's got a slightly better view of Crypto than I do right now. Why don't you call him?† â€Å"Because this has to do with him. He's hiding something.† Jabba rolled his eyes. â€Å"Midge sweetie, I'm up to my armpits in serial cable here. If you need a date, I'll cut loose. Otherwise, call Engineering.† â€Å"Jabba, this is serious. I can feel it.† She can feel it? It was official, Jabba thought, Midge was in one of her moods. â€Å"If Strathmore's not worried, I'm not worried.† â€Å"Crypto's pitch black, dammit!† â€Å"So maybe Strathmore's stargazing.† â€Å"Jabba! I'm not kidding around here!† â€Å"Okay, okay,† he grumbled, propping himself up on an elbow. â€Å"Maybe a generator shorted out. As soon as I'm done here, I'll stop by Crypto and-â€Å" â€Å"What about aux power!† Midge demanded. â€Å"If a generator blew, why is there no aux power?† â€Å"I don't know. Maybe Strathmore's got TRANSLTR running and aux power is tapped out.† â€Å"So why doesn't he abort? Maybe it's a virus. You said something earlier about a virus.† â€Å"Damn it, Midge!† Jabba exploded. â€Å"I told you, there's no virus in Crypto! Stop being so damned paranoid!† There was a long silence on the line. â€Å"Aw, shit, Midge,† Jabba apologized. â€Å"Let me explain.† His voice was tight. â€Å"First of all, we've got Gauntlet-no virus could possibly get through. Second, if there's a power failure, it's hardware-related-viruses don't kill power, they attack software and data. Whatever's going on in Crypto, it's not a virus.† Silence. â€Å"Midge? You there?† Midge's response was icy. â€Å"Jabba, I have a job to do. I don't expect to be yelled at for doing it. When I call to ask why a multi billion-dollar facility is in the dark, I expect a professional response.† â€Å"Yes, ma'am.† â€Å"A simple yes or no will suffice. Is it possible the problem in Crypto is virus-related?† â€Å"Midge†¦ I told you-â€Å" â€Å"Yes or no. Could TRANSLTR have a virus?† Jabba sighed. â€Å"No, Midge. It's totally impossible.† â€Å"Thank you.† He forced a chuckle and tried to lighten the mood. â€Å"Unless you think Strathmore wrote one himself and bypassed my filters.† There was a stunned silence. When Midge spoke, her voice had an eerie edge. â€Å"Strathmore can bypass Gauntlet?† Jabba sighed. â€Å"It was a joke, Midge.† But he knew it was too late. Chapter 62 The Commander and Susan stood beside the closed trapdoor and debated what to do next. â€Å"We've got Phil Chartrukian dead down there,† Strathmore argued. â€Å"If we call for help, Crypto will turn into a circus.† â€Å"So what do you propose we do?† Susan demanded, wanting only to leave. Strathmore thought a moment. â€Å"Don't ask me how it happened,† he said, glancing down at the locked trapdoor, â€Å"but it looks like we've inadvertently located and neutralized North Dakota.† He shook his head in disbelief. â€Å"Damn lucky break if you ask me.† He still seemed stunned by the idea that Hale was involved in Tankado's plan. â€Å"My guess is that Hale's got the pass-key hidden in his terminal somewhere-maybe he's got a copy at home. Either way, he's trapped.† â€Å"So why not call building security and let them cart him away?† â€Å"Not yet,† Strathmore said, â€Å"if the Sys-Secs uncover stats of this endless TRANSLTR run, we've got a whole new set of problems. I want all traces of Digital Fortress deleted before we open the doors.† Susan nodded reluctantly. It was a good plan. When Security finally pulled Hale from the sublevels and charged him with Chartrukian's death, he probably would threaten to tell the world about Digital Fortress. But the proof would be erased-Strathmore could play dumb. An endless run? An unbreakable algorithm? But that's absurd! Hasn't Hale heard of the Bergofsky Principle? â€Å"Here's what we need to do.† Strathmore coolly outlined his plan. â€Å"We erase all of Hale's correspondence with Tankado. We erase all records of my bypassing Gauntlet, all of Chartrukian's Sys-Sec analysis, the Run-Monitor records, everything. Digital Fortress disappears. It was never here. We bury Hale's key and pray to God David finds Tankado's copy.† David, Susan thought. She forced him from her mind. She needed to stay focused on the matter at hand. â€Å"I'll handle the Sys-Sec lab,† Strathmore said. â€Å"Run-Monitor stats, mutation activity stats, the works. You handle Node 3. Delete all of Hale's E-mail. Any records of correspondence with Tankado, anything that mentions Digital Fortress.† â€Å"Okay,† Susan replied, focusing. â€Å"I'll erase Hale's whole drive. Reformat everything.† â€Å"No!† Strathmore's response was stern. â€Å"Don't do that. Hale most likely has a copy of the pass-key in there. I want it.† Susan gaped in shock. â€Å"You want the pass-key? I thought the whole point was to destroy the pass-keys!† â€Å"It is. But I want a copy. I want to crack open this damn file and have a look at Tankado's program.† Susan shared Strathmore's curiosity, but instinct told her unlocking the Digital Fortress algorithm was not wise, regardless of how interesting it would be. Right now, the deadly program was locked safely in its encrypted vault-totally harmless. As soon as he decrypted it†¦. â€Å"Commander, wouldn't we be better off just to-â€Å" â€Å"I want the key,† he replied. Susan had to admit, ever since hearing about Digital Fortress, she'd felt a certain academic curiosity to know how Tankado had managed to write it. Its mere existence contradicted the most fundamental rules of cryptography. Susan eyed the commander. â€Å"You'll delete the algorithm immediately after we see it?† â€Å"Without a trace.† Susan frowned. She knew that finding Hale's key would not happen instantly. Locating a random pass-key on one of the Node 3 hard drives was somewhat like trying to find a single sock in a bedroom the size of Texas. Computer searches only worked when you knew what you were looking for; this pass-key was random. Fortunately, however, because Crypto dealt with so much random material, Susan and some others had developed a complex process known as a nonconformity search. The search essentially asked the computer to study every string of characters on its hard drive, compare each string against an enormous dictionary, and flag any strings that seemed nonsensical or random. It was tricky work to refine the parameters continually, but it was possible. Susan knew she was the logical choice to find the pass-key. She sighed, hoping she wouldn't regret it. â€Å"If all goes well, it will take me about half an hour.† â€Å"Then let's get to work,† Strathmore said, putting a hand on her shoulder and leading her through the darkness toward Node 3. Above them, a star-filled sky had stretched itself across the dome. Susan wondered if David could see the same stars from Seville. As they approached the heavy glass doors of Node 3, Strathmore swore under his breath. The Node 3 keypad was unlit, and the doors were dead. â€Å"Damn it,† he said. â€Å"No power. I forgot.† Strathmore studied the sliding doors. He placed his palms flat against the glass. Then he leaned sideways trying to slide them open. His hands were sweaty and slipped. He wiped them on his pants and tried again. This time the doors slid open a tiny crack. Susan, sensing progress, got in behind Strathmore and they both pushed together. The doors slid open about an inch. They held it a moment, but the pressure was too great. The doors sprang shut again. â€Å"Hold on,† Susan said, repositioning herself in front of Strathmore. â€Å"Okay, now try.† They heaved. Again the door opened only about an inch. A faint ray of blue light appeared from inside Node 3; the terminals were still on; they were considered critical to TRANSLTR and were receiving aux power. Susan dug the toe of her Ferragamo's into the floor and pushed harder. The door started to move. Strathmore moved to get a better angle. Centering his palms on the left slider, he pushed straight back. Susan pushed the right slider in the opposite direction. Slowly, arduously, the doors began to separate. They were now almost a foot apart. â€Å"Don't let go,† Strathmore said, panting as they pushed harder. â€Å"Just a little farther.† Susan repositioned herself with her shoulder in the crack. She pushed again, this time with a better angle. The doors fought back against her. Before Strathmore could stop her, Susan squeezed her slender body into the opening. Strathmore protested, but she was intent. She wanted out of Crypto, and she knew Strathmore well enough to know she wasn't going anywhere until Hale's pass-key was found. She centered herself in the opening and pushed with all her strength. The doors seemed to push back. Suddenly Susan lost her grip. The doors sprang toward her. Strathmore fought to hold them off, but it was too much. Just as the doors slammed shut, Susan squeezed through and collapsed on the other side. The commander fought to reopen the door a tiny sliver. He put his face to the narrow crack. â€Å"Jesus, Susan-are you okay?† Susan stood up and brushed herself off. â€Å"Fine.† She looked around. Node 3 was deserted, lit only by the computer monitors. The bluish shadows gave the place a ghostly ambiance. She turned to Strathmore in the crack of the door. His face looked pallid and sickly in the blue light. â€Å"Susan,† he said. â€Å"Give me twenty minutes to delete the files in Sys-Sec. When all traces are gone, I'll go up to my terminal and abort TRANSLTR.† â€Å"You better,† Susan said, eyeing the heavy glass doors. She knew that until TRANSLTR stopped hoarding aux power, she was a prisoner in Node 3. Strathmore let go of the doors, and they snapped shut. Susan watched through the glass as the commander disappeared into the Crypto darkness.