Examining Crime And Gender Crimes Committed Criminology Essay

Examining Crime And Gender Crimes Committed Criminology Essay Criminology has treated womens role in crime with a large measure of indifference. The intellectual tradition from which criminology derives its conception of these sexes maintains esteem for mens autonomy, intelligence and force of character while disdaining women for their weaknesses of compliance and passivity. Women who conform as pure, obedient daughters, wives and mothers benefit men and society (Feinman, 1994: 16). Those women who dont, that is are non-conforming, may simply be one who questions established beliefs or practices, or one who engages in activities associated with men, or one who commits a crime. These women are doubly damned and doubly deviant (Bottoms, 1996: 1). They are seen as mad not bad (Lloyd, 1995: 36). These behaviors frequently lead to interpretations of being mentally abnormal and unstable. Those doing the defining, by the very act, are never defined as other, but are the norm. As men are the norm, women are deviant. Women are defined in reference to me n (Lloyd, 1995: xvii). In the words of Young (1990), sexual difference is one of the ways in which normal is marked out from deviant (Young, 1990: ix). So why do these differences exist within the criminal justice system and society as a whole? In order to understand why offending and punishment differs between genders it is important to acknowledge and analyses past perceptions, theories and perspectives from predominant sociologists and criminologists of that time towards women in society. Up until the turn of the century, women were primarily perceived as sexual objects and expected to remain within male dominated ideologies such as homemaker, carer and nurturer taking second place after men (Oakley, 1985: 56). Women who strayed from the norm were severely punished, void of any opportunities to explain their actions. Perhaps interventions from Elizabeth Fry in the early nineteenth century campaigning for women to be housed in separate prisons from men and offered rehabilitation could be marked as the starting point for intense studies being conducted into relationships between women and crime. The conception at that time was that women must be protected from, rather than held responsible for their criminal actions. Unfortunately, such intervention only caused coaxing rather than coercion, that is, women became segregated even more as individual members of their community (Bardsley, 1987: 37). Later in the late nineteenth century, Lombroso and Ferrero (1895) wrote a book called, The Female Offender. Their theories were based on atavism. Atavism refers to the belief that all individuals displaying anti-social behaviour were biological throwbacks (Smart, 1978: 32). The born female criminal was perceived to have the criminal qualities of the male plus the worst characteristics of women. According to Lombroso and Ferrero (1895), these included deceitfulness, cunning and spite among others and were not apparent among males. This appeared to indicate that criminal women were genetically more male than female, therefore biologically abnormal. Criminality in men was a common feature of their natural characteristics, whereby women, their biologically-determined nature was antithetical to crime. Female social deviants or criminals who did not act according to pre-defined standards were diagnosed as pathological and requiring treatment, they were to be cured or removed (Lombroso and Ferrero, 1895: 43). Other predominant theorists such as Thomas (1907) and later, Pollack (1961), believed that criminality was a pathology and socially induced rather than biologically inherited. As Thomas (1967) says, the girl as a child does not know she has any particular value until she learns it from others (Thomas, 1967: 68). Pollack (1961) believed, it is the learned behaviour from a very young age that leads girls into a masked character of female criminality, that is, how it was and still is concealed through under-reporting and low detection rates of female offenders. He further states, in our male-dominated culture, women have always been considered strange, secretive and sometimes dangerous (Pollack, 1961: 149). A greater leniency towards women by police and the justice system needs to be addressed especially if a true equality of genders is to be achieved in such a complicated world . Although it may be true that society has changed since the days of Lombroso and Ferrero, past theories appear to remain within much of todays criminal justice system. Women have so many choices of which they didnt before. It would appear naive to assume that women and crime may be explained by any one theory. Any crime for that matter, whether male or female, may not be explained by any one theory. It is an established and non-arguable fact that males and females differ biologically and sociological influences, such as gender-specific role-playing appears to continue within most families. Its a matter of proportion not difference. According to Edwards (1984), the enemy is within every woman, but is not her reproductive biology, rather it is the habit regarding it into which she has been led by centuries of male domination (Edwards, 1984: 91). Many argue, the main culprit for aggression as seen in many men is testosterone. This hormone appears responsible for much of the male crime, even in todays society of increased knowledge on the subject. In contrast, extensive research over the past twenty-five years done on the testosterone/aggression link focusing on prenatal testosterone predisposing boys to be rougher than girls, concluded it was very difficult to show any connection between testosterone and aggressive behaviour (Lloyd, 1995: 26). Cross-cultural studies of ninety-five societies revealed fourty -seven percent of them were free of rape while at least thirty-three societies were free of war and interpersonal violence was extremely rare (Meidzian, 1992: 74). Based on these studies, it may be evident to suggest that sociological factors and environmental influences appear to have greater credibility in explaining criminal behaviour, whether male or female. As most women commit crimes of a lesser violent nature such as shop-lifting, leniency is given to them from law enforcement officers and judges. It is true that many women use their femininity to their advantage which makes it very difficult to argue equal rights for both sexes (Lloyd, 1995: 56). This unequal position of women in society due to social oppression and economic dependency on men and the state, needs to be addressed. Offences by women remain sexualised and pathologised. In most ways, crimes women commit are considered to be final outward manifestations of an inner medical imbalance or social instability. Their punishment appears to be aimed principally at treatment and resocialisation (Edwards, 1984: 216). The victimisation of women in medicine seems to be for her own good or in her best interests. Changing social and economic conditions, environmental influences, cultural traditions and physiological factors must be taken into account when dealing with crime. It has only been over the last thirty to fourty years that women have empowered themselves and fought for equality within all areas of society. After so many centuries of oppression and inequality, these changes can not be expected to happen over night. It is essential that society be well informed in the quest for justice. Creating a framework that is truly equitable requires a proper understanding of life beyond the courtroom door. The world is infused with gender bias and no single explanation exists for human behaviour or passivity or aggression. A complex interplay of cultural and biological factors makes people as individuals. Behaviour may be changed. All have the potential for aggression and compliance. The view that women are other, inferior and unstable because of their hormones and emotions makes it all too eas y to see them, by their very nature, as unstable, irrational, neurotic and MAD. Bardsley, B. (1987) Flowers in Hell: an investigation into women and crime, Pandora Press, London. Bottoms, A. (1996) Sexism and the Female Offender, Gower Publishing, Sydney. Carrington, K. (1993) Offending Girls, Allen and Unwin, Sydney. Edwards, S. (1984) Women on Trial, Manchester University Press, New Hampshire. Feinman, C. (1994) Women ion the Criminal Justice System, Praeger Publishers, Westport. Lloyd, A. (1995) Doubly Deviant, Doubly Damned, Penguin, Sydney. Lombroso, C. and Ferrero, W. (1895) The Female Offender, Fisher Unwin, London. Miedzian, M. (1992) Boys will be boys: Breaking the Link Between Masculinity and Violence, Virago Press, London. Oakley, A. (1985) Gender and Society, Adlershot Gower, London. Pollak, O. (1961( The Criminality of Women, A.S. Barnes, New York. Smart, C. (1978) Women, Crime and Criminology, Routledge London. Thomas, W. (1967) The Unadjusted Girl, Harper and Row, New York. Young, A. (1990) Femininity in Dessent, Routledge, London.

A Canticle for Leibowitz and Starship Troopers: The Movie Essay

A Canticle for Leibowitz and Starship Troopers: The Movie In this paper I intend to explore the attitudes toward the value of individual life vs. the value of a community as a whole expressed in A Canticle for Leibowitz and Starship Troopers: the Movie by analyzing their treatment of information control, euthanasia, and the idea of obtaining happiness through a sense of purpose. Starship Troopers may be a satire of a fascist state or an apology for fascist ideology or neither (I don’t pretend to know which). In any case, it is a depiction of a possible state of affairs that could theoretically arise out of a futuristic fascist regime. The ideology advocated by this state, and for the most part by its subjects, is one that treats the state as something greater than the sum of its parts, as a benevolent machine that will take care of the people as long as the people are willing to sacrifice as much of themselves as necessary to keep it oiled. A Canticle for Leibowitz, at least from the perspective of the monks (again, this is not necessarily that of the author), takes a much more individual approach to pursuing the common good. In other words, it treats the community, or species, as exactly the sum of its parts; people are encouraged to further the common good by furthering their own good. Progress is a result of individual motivation rather than of a m andate of the state. One way the difference between these two ideologies manifests itself is in the treatment of the control of information. In Starship Troopers, since everything is controlled by the government, so are all channels of information. In the movie, we see an unidentified hand (presumably that of the common citizen) happily clicking on the government-controlled... ...ach relies on a different method of human motivation. Starship Troopers relies on an individual’s submission to the rule of the state and willingness to forget about himself in terms of his own psyche in favor of a collective identity. A Canticle for Leibowitz supposes that people are best motivated as individuals; that is, allowing people to act and exist as individuals increases their investment and interest in their own survival, which in turn increases that of the survival of the species. It also supposes that individuals can be trusted as such, without a controlling system. Maybe this difference is why we are so upset when the first main character in A Canticle for Leibowitz dies (after we spend about a hundred and seven pages becoming attached to him), but the characters in Starship Troopers are so flat and predictable that we really don’t care when they die. A Canticle for Leibowitz and Starship Troopers: The Movie Essay A Canticle for Leibowitz and Starship Troopers: The Movie In this paper I intend to explore the attitudes toward the value of individual life vs. the value of a community as a whole expressed in A Canticle for Leibowitz and Starship Troopers: the Movie by analyzing their treatment of information control, euthanasia, and the idea of obtaining happiness through a sense of purpose. Starship Troopers may be a satire of a fascist state or an apology for fascist ideology or neither (I don’t pretend to know which). In any case, it is a depiction of a possible state of affairs that could theoretically arise out of a futuristic fascist regime. The ideology advocated by this state, and for the most part by its subjects, is one that treats the state as something greater than the sum of its parts, as a benevolent machine that will take care of the people as long as the people are willing to sacrifice as much of themselves as necessary to keep it oiled. A Canticle for Leibowitz, at least from the perspective of the monks (again, this is not necessarily that of the author), takes a much more individual approach to pursuing the common good. In other words, it treats the community, or species, as exactly the sum of its parts; people are encouraged to further the common good by furthering their own good. Progress is a result of individual motivation rather than of a m andate of the state. One way the difference between these two ideologies manifests itself is in the treatment of the control of information. In Starship Troopers, since everything is controlled by the government, so are all channels of information. In the movie, we see an unidentified hand (presumably that of the common citizen) happily clicking on the government-controlled... ...ach relies on a different method of human motivation. Starship Troopers relies on an individual’s submission to the rule of the state and willingness to forget about himself in terms of his own psyche in favor of a collective identity. A Canticle for Leibowitz supposes that people are best motivated as individuals; that is, allowing people to act and exist as individuals increases their investment and interest in their own survival, which in turn increases that of the survival of the species. It also supposes that individuals can be trusted as such, without a controlling system. Maybe this difference is why we are so upset when the first main character in A Canticle for Leibowitz dies (after we spend about a hundred and seven pages becoming attached to him), but the characters in Starship Troopers are so flat and predictable that we really don’t care when they die.

Pathogenesis of Fluid Volume Excess in an Acute Exacerbation Chronic Heart Failure Patient Essay

Heart failure is a clinical syndrome of decreased tolerance and fluid retention due to structural heart disease. Despite much advancement in treatment of the treatment of heart failure, there still exists a high annual mortality. In normal situations, an increase in total blood volume results in an increase in renal levels of sodium and water excretion. These renal excretions are due to reflexes that help maintain normal body volume in increase of atrial pressure. Thus any atrial pressure increase results to a decreased release of antidiuretic hormone, an increased release of atrial natriuretic peptide and a decreased renal sympathetic tone. In contrast, when a patient has an acute exacerbation of chronic heart failure, the total blood volume does not affect renal excretion of sodium and water. Rather, due to either decreased or increased cardiac output, underfilling of the arterial circulation and systemic arterial vasodilation occurs. To compensate the change, total blood volume is increased by the expansion of blood volume in the venous circulation and the increased after-load (systemic vascular resistance). This results in an acute increase in left ventricular end-diastolic pressure. Pulmonary venous pressure and the acute increase in left ventricular end-diastolic leads to increased alveoli pressure which results to pulmonary congestion when the alveoli cells are overwhelmed. Further, the stimulated normal reflexes, as a result of increased atrial pressure, are affected by reflexes initiated in the high pressure arterial circulation. For example, renin-angiotensin-aldosterone system is activated by increased arterial pressure to release angiotensin II. Angiotensin II acts to help in reabsorption of sodium in the proximal tubules. Glomerular filtration rate and excretion of water and sodium is also increased. This, however, is affected in acute heart failure by renal vasoconstriction and a reduction of sodium delivery to the distal nephron. Resulting in the release of arginine vasopressin, as a result of arterial undefilling, which increases plasma and urine osmolalities and leading to peripheral arterial vasoconstriction and water reabsorption in the cells of the distal tubule and collecting duct in the kidney, promoting hyponatremia. The Nitroglycerin and Angiotensin II receptor blockers strategies as Nursing strategies used to manage pulmonary oedema. Pulmonary oedema is the accumulation of excess watery fluids in the air sacs of the lungs and a common result of heart failure. The main objective in managing pulmonary oedema is to improve oxygenation and reduce pulmonary congestion. Two of the several managing strategies are use of Nitroglycerin (NTG) and Angiotensin II receptor blockers. Nitroglycerin Nitroglycerin (NTG) is an effective, predictable and rapidly-acting medication used for preload reduction. According to Sovari 2012, several studies have demonstrated the efficacy, safety and faster action onset of NTG than of furosemide or morphine sulfate. NTG can be sublingual, topical or intravenous. Sublingual is associated with preload reduction within 5 minutes and with some afterload reduction. Topical NTG, although as effective as sublingual NTG, should be avoided in patients with severe left ventricular failure because of poor skin perfusion thus poor absorption. Intravenous NTG is an excellent monotherapy for patients with severe cardiogenic pulmonary oedema. It can be started with 10mcg/min and then rapidly uptitrated to more than100mcg/min. It can be given as 3 mg boluses every 5 minutes (Sovari, 2012). The short half-life of nitrates justifies the high dosage for cardiogenic pulmonary oedema, especially with patients presenting a hyperadrenergic state and moderately elevated blood pressure. Nitrates, however, should be avoided in hypotensive patients and used with caution in cases of aortic stenosis and pulmonary hypertension. Angiotensin II Receptor Blockers Angiotensin II receptor blockers (ARBs) have comparable beneficial effects in heart failure. Studies have proposed a role for ARBs in preventing structural and electrical remodeling of the heart which reduced incidence of arrhuthmias. The Valsartan Heart Failure Trial showed that valsartan reduces the incidence of atrial fibrillation by 37% (Sovari, 2012). The Mechanism of Furosemide Furosemide is a potent diuretic (water pill) that is used to eliminate water and salt from the body. Implications of administering Furosemide to a patient with an acute exacerbation of chronic heart Furosemide is often given in conjunction with a potassium supplement or a potassium-sparing diuretic to counteract potassium loss. The medication has a rapid onset of effect of about one hour when taken orally and five minutes by injection. Duration of action is about six hours so it is possible to use a twice daily dose if necessary. References Adams, K. F., Jr Fonarow,G.C.,Emerman,C.L. (2005). ADHERE Scientific Advisory Committee and Investigators. Characteristics and outcomes of patients hospitalized for heart failure in the United States: rationale, design, and preliminary observations from the first 100000 cases in the Acute Decompensated Heart Failure National Registry Am Heart J, 149, 209-216. ADDIN EN.REFLIST Albert, N. M. (2012). Fluid Management Strategies in Heart Failure. American Association of Critical-Care Nurses, 32(2). ADDIN EN.REFLIST Cadnapaphornchai, M. A., Gurevich,A.K,Weinberger,H.D, Schrier,R.W. (2001). Pathophysiology of sodium and water retention in heart failure. Cardiology, 96, 122-131. Cotter, G., Felker,M.,Adams,K.F.,Milo-Cotter,O.,O’Connor,C.M. (2008). The pathophysiology of acute heart failure-is it all about fluid accumulation? Am Heart J, 155(1), 9-18. Nesto, R. W., DAVID BELL, ROBERT O. BONOW, VIVIAN FONSECA, SCOTT M. GRUNDY, EDWARD S. HORTON, et al. (JANUARY 2004). Thiazolidinedione Use, Fluid Retention,and Congestive Heart Failure. DIABETES CARE, 27(1). Packer, M., Coats,A.J.,Fowler,M.B.,. (2001). for the Carvedilol Prospective Randomized Cumulative Survival Study Group. Effect of carvedilol on survival in severe chronic heart failure. N Engl J Med, 344, 1651-1658. Sovari, A. (2012, February 1). Cardiogenic Pulmonary Edema  Treatment & Management. Retrieved September 17, 2014, from http://emedicine.medscape.com/article/157452-treatment#aw2aab6b6b3 WHO. (October 2013). Model List of EssentialMedicines†. World Health Organization. Source document

Cybercrime Is A Serious Issue - 1444 Words

What are the main risks to cyber security and are states or non-state actors the main challenge? Word Count 1188 Cybercrime is a serious issue that the international community faces today, with risks such as theft, espionage, surveillance and sabotage, a very real and accessible threat exists. Cyber security can be defined as a cyber activity that may threaten the security of a system or its information (Threat report 2015). There are various state and non state actors that both participate, instigate and also defend for and against these risks to both manage and maintain security and safety for the nation it protects. This report will look into the various risks and the challenges each nation†¦show more content†¦Cyberspace has many vulnerabilities in which malicious actors can use this system in ways it was not intended to do. There was a variety of ways in which state and non-state actors can use these vulnerabilities such as malicious software to launch a cyber attack such as theft, espionage, surveillance and sabotage. The effects of a cyber attack can be highly uncertain and une xpected. Worms and viruses, attack tools, can spread uncontrollably and globally. Cyber attacks are then seen as a tool for a state to employ as a utility against an adversary to create a bargaining range to prevent an apparent war (Brantly, 2014). Cybertheft is the act of using an internet to steal someone’s or interfere with someone’s use of property (USlegal.com). This theft can include financial or personal information from the hacking use of a computer. Malware (Malicious software) has been used increasingly lately becoming a concern for businesses, governments and individuals. Malware uses backdoor Trojans to capture people’s information covertly. Examples of Cyber thefts include embezzlement, fraud and theft of intellectual property. The National Computer Security Survey found that in 2005 of 7818 businesses surveyed, 67% detected at least one cybercrime and 11% of those detected Cybertheft. Macdonald and Fitzgerald (2014) states that the most common type of fraud is embezzlement, being over 35% of recorded fraud cases. They also

Link Between Post Traumatic Stress Disorder And Criminal...

Link between Post Traumatic Stress Disorder and Criminal Behaviour, its impact on law And How to prevent / treat the sufferers to lessen the impact on society. Introduction The American Psychitric Association explains Post-Traumatic Stress Disorder (PTSD) as â€Å"the experience of a traumatic event that is followed by the persistence of re-experiencing the same or a similar event and results into the symptoms of two clusters in PTSD i.e. increased arousal and avoidance† (Roberts, 2011). When a patient develops PTSD then his/her emotions and sensation about the traumatic event lead them towards a life of suffering. whenever the trauma replays it leads towards the sensations and increases distress (Hughes, 2011). An example of a factor that can lead to PTSD is sexual abuse. Research evidenced that a significant proportion of the victims of sexual abuse have become traumatised which leads them towards PTSD (Bender, 2010). According to Roberts, in the 19th and 20th centuries most of the theories and research have been swung back and forth between the occasion and predisposition. It is found that the occurrence of PTSD is thought to occur either because of the existence of a mental illness due to the undesired circumstances affecting the memories of the victim, or because of the occurrence of similar events frequently (Van der Kolk and McFarlane, 2012). Most of the people have intrusive thoughts in their memories about what happened which is followed by the traumatic eventShow MoreRelatedThe General Strain Theory, And General Integrated Theory853 Words   |  4 Pagestheories combine theories like social bonding and social learning theories with structural theories such as social disorganization and strain theories but does not address macro level factors that influence crime, and instead focus solely on criminal behavior at the micro level. 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Analyzing and understanding the links between these two subjects demands for a person to go in to depth in the fields of criminology, sociology, psychology, and psychiatry, because there are many points of view on whether or not a person’s criminal behavior is due to their mental health. Some believe that an unstable mental state of mind can highly influence a person’s decision of committing criminal actions. Others believeRe ad MoreMental Illness And Its Effects On The Media Essay1324 Words   |  6 Pagesportrayed in the United States’ media creating stigmatization and misrepresentation. Mental illness â€Å"refers to a wide range of mental disorders that affect your mood, thinking and behavior† (Mayo Clinic Staff, 2015). Examples of disorders include anxiety, depression, schizophrenia, bipolar disorder, and post-traumatic stress disorder. 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Brown v. Board of Education and Multiculturalism Essay

On May 17, 1954, in the Supreme Court case of Brown v. Board of Education, the High Court, for the first time in American legal history, challenged the â€Å"separate but equal† doctrine previously established in Plessy v. Ferguson (1896) and outlawed racial segregation in public schools. The decision, igniting fierce debates throughout the country, was met with violence and strong defiance in the South. The years after Brown, however, saw the passing of several important Acts: the Civil Rights Act of 1964, the Voting Rights Act of 1965, and the Fair Housing Act of 1968. Today, Americans remember Brown v. Board of Education as a success in African Americans’ struggle for equal rights, a change of sea tide for the civil rights movement. While†¦show more content†¦Born in 1993 in segregated Monticello, Mississippi, Rod Paige, the African American U.S. secretary of education, said in retrospect of his own experience in school: â€Å"They [white students] had a gy m. We played on dirt courts. They had new textbooks. Our textbooks had the covers torn off. We marveled over the cleanliness of their brick school† (qtd. in â€Å"50 Years† 68). America officially did away with school segregation in 1954, but the actual desegregation proved to be a slow and painful process. In 1961, seven years after Brown, only seven percent of African American students in the South were in mixed schools (â€Å"Slow March† 46). African Americans enrolled in majority white schools were often hassled by their classmates and their fellow white Americans. The most famous example was the Little Rock Crisis in 1957, in which President Eisenhower was forced to send National Guard troops to protect the nine African American students enrolled in Little Rock High School from the segregationists and ensure that they could have class on the first school day. School integration proceeded at a sluggish rate in the 1950s and early 1960s but stepped up in the mid 1960s. According to a recent report released by the Civil Rights Project at Harvard University, only 2.3% of African American students in 1964 were in majority white schools. The number jum ped to 13.9% in 1967,Show MoreRelatedBrown V. Board Of Education 347 Us 4831438 Words   |  6 PagesBrown v. Board of Education 347 US 483 (1954) Jim Crow Laws As society changes, laws change as well to keep up with changes in some cases, the law are for the better of the majority, however, there have been several laws that have been enacted to impose inequality. On May 17, 1954, the United States Supreme Court handed down its ruling in the landmark case of Brown v. Board of Education of Topeka, Kansas. Education of Topeka that Racial education of Topeka that racial segregation in public schoolsRead MoreEthnocentric Education1811 Words   |  7 Pages(Buchanan, Fox, Eckes, Basford, 2012). The same model would work wonderfully in Canada, where multiculturalism is more entrenched and welcomed. 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These important cases and their outcomes act as milestones on the road to a successful education System in the United States. Topics such as race, religion and gender equality within schools have all been vigorously debated upon and have ultimately played major roles in shaping today s education system. By examining civil rights and acting upon these rights many important education al court cases have allowedRead MoreSchool Busing3079 Words   |  13 Pagescharacterized as an engine for multicultural education. However, due to barriers within society (e.g. racial discrimination and economic barriers and stereotypes), some students are not being taught in a multicultural environment. Due to this problem and the importance that most of society places upon multicultural education, school busing takes place. Busing is a very important and controversial method that is practiced to improve multicultural education to those who have had very little, if anyRead MoreEssay on Riding the School Bus3017 Words   |  13 Pagescharacterized as an engine for multicultural education. However, due to barriers within society (e.g. racial discrimination and economic barriers and stereotypes), some students are not being taught in a multicultural environment. Due to this problem and the importance that most of society places upon multicultural education, school busing takes place. Busing is a very important and controversial method that is practiced to improve multicultural education to those who have had very little, if any,

Analysis of use QR code

Question: Discuss about the Analysis of use QR code. Answer: Introduction This is a case analysis of a case study showing how consumer use their mobile phones to scan a quick Respond (QR) code to access a particular content of interest. A QR code is a two dimension code that can be read by smartphones (Lai, et al., 2013). It consists of black modules arranged in a square pattern on a background which is white. Data, URL or any other information can be encoded in the QR code. This type of matrix was developed in 1994 by Toyota subsidiary Denso Wave and has become one of the most modern bar code. The code is growing globally, but it is mostly used in USA, Japan, India, Australia, and Korea (Chitty, et al, 2013). The relevance of using this code is analysed and how the code creates the market opportunity for businesses. Consumers can use the camera on 3G- enabled device phones to scan the QR codes and get connected to promotional deal, mobile web page or maps instantly (Watson, et al 2013). In which stage of consumer decision-making process may QR codes be particular relevance? Decision making is a process of choosing by identifying a decision, information, gathering, and evaluating an alternative resolution. The process can be useful when a step-by-step process is used to assess the choice (Cata, et al, 2013). In making this decision, five steps can be employed. They include: Step 1. The need of the product. For the product to be bought, there must be a special need. Step 2. Gathering information about the need identified in step one. After determining the need for a product, the information about the product must be gathered and evaluated on the best option. Information can be acquired from QR code Personal sources- i.e. discussing the need with a friend or a family member. The use of Commercial sources- they can use advertisement to get the product or service they want. Public sources like newspaper and magazines Experiential sources. They can use their experience to handle particular product (Okazaki and Hirose, 2012). The third step is to evaluate the alternatives available on the market and chose the best Step 4- the purchase of the product. The consumer chose the best product following evaluation of the product. Step 5 is the post-market evaluation. Here the customer analyzes whether the product purchased is useful and has satisfied his wants (Dou and Li, 2008). In the processes discussed above, QR code can be used in step 2. To gain information about the product. Do you see a marketing opportunity for QR codes in the service sector? QR code can be used by any organization in marketing their products; therefore, Service Company like health care can use the system. The QR code can be used by both the retail businesses, educational institution, a non-profit organization, and membership association provided they possess a smartphone. Using a QR will be a good way to reach the target audience in a new convenient way Vazquez, et al., 2012). For example in healthcare, QR code can be used in the following ways: Phone numbers. The QR code can be connected to the phone number and they need not to be connected to the web address. It can be used to make an instant connection without bothering the patient to type or remember a phone number (Kan, et al, 2009). Physician profile. The code can be used by physicians to inform the patient about their practice. The physician can even link them to a video add telling the patient about himself. This will help the patients to experience the doctors personalities and experience and decide whether the doctor is the sort of physician theyd like to see. Special promotion. A promotion code can be circulated using the QR code, and the viewers will get the chance to interact with the service offered as a low-cost screening offer, education about health and so on. Using this code in health service is convenient than using text messages (Kan, et al, 2009. Procedure and equipment video. A web code linked to QR can be shared with the patient to show them how the same thing. The video should only be in pictures, but a video should be used to illustrate the process. The QR turns a QR static add into a multimedia experience. A QR code can be linked with Google map to help the patients who are visiting for the first time or those who do not remember their way to find the hospital Health tips. QR codes should be linked to microsites, videos, podcast, and blogs based on health education. This will help the patients to just point their smartphones at the QR code to get the information rather than waiting for the timely reply. Post-procedure instructions. An online document can be linked to a QR to guide patients on how they can care for themselves after a procedure, a physical therapy and any relevant information can be linked to the procedure (Cruszynski and Ruminski, 2014). Doctors also use smartphones, so, physician-to-physician communication can be enhanced using the QR code. The code can be used to provide referrals, contact information of another doctor and procedures or profile the doctor practice From the evidence above, it is clear that QR codes can be used in service industry provided their target customer use smartphones. Some potential advantage of QR code User convenience the code provides a convenient one-step process for directing users to targeted area like, website, direction, promotion, phone number or other information (Cruszynski and Ruminski, 2014) QR code is environmentally friendly the system can reduce waste since it limits the use of printed materials Cost effective It is free to produce QR codes. Marketing strategies are the only thing limiting their use. Versatile - the code can be integrated into variety of marketing material including print collateral, direct mail, and outdoor display Device independent the pages QR link to can be viewed from all popular platform without any adjustment (Chitty, et al, 2013). Competitive Differentiation the code is still new in many parts of the world, so the industry that develops it will offer a strategic market. How QR codes affect consumers perceived risk of products within the service sector The mobile marketing is gaining recognition all over the globe. The QR code is a matrix which can be read with smartphones containing barcode reader (Rohs Gfeller, 2004). The code enables the consumer to directly access the link they want. The belief of consumers about mobile market also affects their behavioural intentions regarding receiving QR ads. As QR codes being one of the latest models of mobile marketing, consumer belief that QR codes were considered to be positively associated with their behavioural intention. The perceptual factors are the strongest predictors of consumer behaviour responses. It is also realized that other factors like perceived use and benefit can be identified by the customer. As the main factor affecting the desirability of QR code usage. Because perception can vary from person to person and from place to place, geographical difference and culture are also factors that can affect different consumers perception. The most noted change is among consumers in Japan and those in The Unite State of America. In Japan, QR code has been developed and has become part of their daily life while in the USA the code is not fully developed (Lin, et al., 2015). Lastly, the type of the product will determine the number of consumers who will use the QR code to view it. The rate of involvement assigned the amount of interactions or attentiveness with certain products. The products with high involvement products have a greater probability of being scanned. The product to be scanned will also depend on how the industry promotes their QR code and how frequent they use it on their products (Cata, et al, 2013). Which another form of interactive content be developed to support service operation and customer satisfaction in future? To increase customers engagement and satisfaction, industries need to develop a QR code that: Consumers can relate to and be inclined to associate with The company should strength their brand by empowering their logo with Visual QR capability The company should give their customers a reason to engage An online company should be built and strengthen with an on local Visual QR codes (Watson, et al, 2013). References Cata, T., Patel, P.S. and Sakaguchi, T., 2013. QR code: A new opportunity for effective mobile marketing. Journal of Mobile Technologies, Knowledge and Society, 2013, p.1. Chitty, W., Hughes, A. and D'Alessandro, S., 2012. Services marketing. Czuszynski, K. and Ruminski, J., 2014, June. Interaction with medical data using QR-codes. In Human System Interactions (HSI), 2014 7th International Conference on (pp. 182-187). IEEE. Dou, X. and Li, H., 2008. CREATIVE USE OF QR CODES IN CONSUMER COMMUNICATION. International Journal of Mobile Marketing, 3(2). Kan, T.W., Teng, C.H. and Chou, W.S., 2009, December. Applying QR code in augmented reality applications. In Proceedings of the 8th International Conference on Virtual Reality Continuum and its Applications in Industry (pp. 253-257). ACM. Lai, H.C., Chang, C.Y., Wen?Shiane, L., Fan, Y.L. and Wu, Y.T., 2013. The implementation of mobile learning in outdoor education: application of QR codes. British Journal of Educational Technology, 44(2), pp.E57-E62. Lin, S.S., Hu, M.C., Lee, C.H. and Lee, T.Y., 2015. Efficient QR code beautification with high quality visual content. IEEE Transactions on Multimedia, 17(9), pp.1515-1524. Okazaki, S., Li, H. and Hirose, M., 2012. Benchmarking the use of QR code in mobile promotion. Journal of Advertising Research, 52(1), pp.102-117. Rohs, M. and Gfeller, B., 2004. Using camera-equipped mobile phones for interacting with real-world objects. na. Vazquez-Briseno, M., Hirata, F.I., Sanchez-Lopez, J.D.D., Jimenez-Garcia, E., Navarro-Cota, C. and Nieto-Hipolito, J.I., 2012. Using RFID/NFC and QR-code in mobile phones to link the physical and the digital world. Interactive Multimedia. Dr. Ioannis Deliyannis (Ed.) InTech, pp.219-242. Watson, C., McCarthy, J. and Rowley, J., 2013. Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management, 33(5), pp.840-849.