Gaza residents who have lost family fear more destruction as ground assault looms By Reuters

GAZA (Reuters) -As Israel prepared on Sunday for a ground assault on the Hamas-controlled Gaza Strip, Palestinians who have lost numerous family members in air strikes were bracing for more destruction if Israel hits back on an unprecedented scale on its territory.

Um Mohammad Al-Laham sat next to her 4-year-old granddaughter Fulla Al-Laham, who lay in a Gaza hospital which like others is operating on low supplies of medicine and fuel.

She said an Israeli airstrike hit the family home, killing 14 people including Fulla’s parents, siblings and members of her extended family.

“All of a sudden and without warning, they bombed the house on top of the residents inside. No-one survived except my grandchild Fulla. May God cure her and give her strength,” said the grandmother, who has witnessed many wars between Hamas and the Israeli army over the years. She says this is the toughest.

“Fourteen people martyred, no-one was left except Fulla Saeed Al-Laham. She doesn’t talk, nothing, just lays in her bed and they give medicine.”

One other 4-year-old child in the family had also been left with almost no relatives, the grandmother said.

Israel has unleashed the heaviest air strikes ever on Gaza in retaliation for the biggest attack on the country one week ago by the Palestinian militant group Hamas since the 1973 Arab-Israeli war.

Israel has vowed to annihilate the militant group Hamas in retaliation for a rampage by its fighters in Israeli towns eight days ago in which its militants shot men, women and children and seized hostages in the worst attack on civilians in the country’s history.

Some 1,300 people were killed in the unexpected onslaught, which shook the country, with graphic mobile phone video footage and reports from medical and emergency services of atrocities in the overrun towns and kibbutzes.

Israel has responded with the most intense bombardment Gaza has ever seen, putting the small enclave, home to 2.3 million Palestinians, under siege and destroying much of its infrastructure.

Israel has told Palestinian to leave their homes and move south.

Hamas urged people not to leave, saying roads out were unsafe. It said dozens of people had been killed in strikes on cars and trucks carrying refugees on Friday, while medics, Hamas media and relatives say whole families have been killed in the air strikes. Reuters could not independently verify these claims.

Some residents said they would not leave, remembering the “Nakba,” or “catastrophe,” of 1948 when many Palestinians were forced from their homes during the war that accompanied Israel’s creation.

Israel has intensified its bombings across Gaza City and the north. Gaza authorities said more than 2,300 people have been killed, a quarter of them children, and nearly 10,000 wounded.

Rescue workers searched desperately for survivors of night-time air raids. One million people have reportedly left their homes.

The expected Israeli ground offensive combined with the air strikes themselves have raised fears of unprecedented suffering in the narrow, impoverished enclave.

Witnesses in Gaza City told Reuters the Israeli offensive had forced more people from their homes. Gaza’s largest Shifa hospital was overcrowded with people who had fled their houses.

“We are living the worst nightmare of our lives. Even here in the hospital we are not safe. An air strike hit in the area outside the hospital around dawn,” said a 35-year-old woman who declined to give her name.

Taking the road to southern Gaza, which is considered safer, has become more difficult as several people who had made the journey say Israel continues to bomb around it.

Ashraf Al-Qidra, spokesman of the Gaza health ministry, said 70% of the people in Gaza City and the north of the strip are deprived of health services after the Palestinian refugee agency UNRWA evacuated its headquarters and suspended its services.

East of Khan Younis in southern Gaza, where hundreds of northern residents have fled to, some locals cooked for displaced people, using firewood to prepare 1,500 meals of meat and rice donated by residents.

“We used to cook on cooking gas for the first two days but we are running out of gas, so we are cooking on firewood,” said Youssef Abu Assi, one resident helping out.

Consumer Styles: Research Review

From The Darrin Coe … to research done by … Sproles and George Sproles (1990) in the Journal of Consumer Affairs, there is a … link between peoples learning styles and t

From The Darrin Coe Ezine

According to research done by Elizabeth Sproles
and George Sproles (1990) in the Journal of Consumer Affairs,Consumer Styles: Research Review Articles
there is a significant link between peoples learning styles
and their “consumer styles”.

1. The perfectionist consumer style, which describes
a consumer that searches carefully and systematically for the
best quality in products tend to learn through serious,
analysis and through both active and observation oriented
learning. These types of consumers are highly goal oriented.

2. The brand conscious, price equals quality consumer
tends to be oriented toward buying the more expensive, well

known brands tend to find choosing known brands an
expedient strategy that replaces thinking and learning in
their consumer choices.

3. The novelty and fashion conscious consumer
seems to line new and innovative products and gains
excitement from seeking out new things. This consumer
tends to not be concerned with the implications or
consequences of purchasing new or innovative products
and services.

4. The recreational shopping consumer finds
shopping a pleasant activity and engages in it because i
t’s fun. This consumer engages in shopping as a social
experience or because they like to be involved in their shopping.

5. The price value consumer tends to focus
on sales and lower prices balanced against quality. This
consumer tends to focus on active, fact acquisition. This
consumer tends to shop the market in-depth and do
many comparisons to find the proper balance of low price
and quality.

6. The impulsive consumer buys at the spur of
the moment and are unconcerned with how much is spent.
This consumer does not want to be bothered with new
information or learning about products or services..

7. The confused-by-overchoice consumer perceives
too many brands and stores and experiences information
overload in the market. This person is overly detailed and
fact oriented in their consumer process and becomes mentally
overloaded, especially in a complex multichoice market.

8. The habitual, brand loyal consumer repetitively
chooses the same brands and stores. This consumer engages
in a serious learning process to find products and services
that provide them with positive experiences and then stick with them.

Research Implications

Know thy consumer. This research indicates how
important it is to develop a psychological profile of your
ideal consumer. You need to know what consumer frequents
your market and from this you can begin to develop, first
intuitively, then through ongoing research, a profile of your
target customer’s consumer style.

For instance if you sell your product or service over
the internet you can be pretty sure that you are marketing
to people who operate out of a limited number of consumer
styles such as the perfectionistic; the novelty/fashion; and

the price conscious consumers. These are all information
oriented consumers who engage in seeking information before
they purchase.

If you are marketing to other businesses then you’re
once again probably going to need to market with an
orientation to providing sound information coupled with
powerful and relevant benefits because you’ll be dealing
with perfectionist and price conscious consumers.

Also, realize that with this information you can work
to turn people from one style to another. For instance you
may be able to convert a price conscious consumer to one
who is brand loyal by providing consistent quality for a lower
price. You may be able to convert the confused-by-overchoice
consumer into a brand loyal consumer by providing simple,
straight forward information combined with quality that cuts
through the information overload.


Study your target market and actively work to
know how they think and this will open up new marketing
creatives that will better target their particular consumer
style. This should prove to increase your bottom line if
done thoughtfully and consistently.

Sproles, Elizabeth & Sproles, George (1990). Consumer
Decision-Making Styles as a Function of Individual
Learning Styles. The Journal of Consumer Affairs. Vol. 24. Issue 1.


Darrin F. Coe, MA holds a master’s degree in
professional psychology and specializes in consumer
thinking. His latest report, “The Internet Consumer
Exposed” is packed with eye-opening insights about
the psychology of the internet consumer at