The Brain in Ecstasy :: Biology Essays Research Papers

The Brain in Ecstasy â€Å"LITTLE PILL WHITE AND ROUND GULP OF WATER, TURBO DOWN! ANXIETY NOW, CAN'T STAND OR SIT, JUST WAIT, DON'T WORRY, IT WILL HIT! IN HALF-AN-HOUR YOU RISE INSIDE, EVERYONE LOVES, NO HATE TO HIDE. EVERYTHING'S GOOD, THERE IS NO WRONG, IF THE WHOLE WORLD SWALLOWED IT, EVERYONE WOULD GET ALONG... WORLD PEACE I HAVE A VISION, CANNOT BE OBTAINED THROUGH RELIGION BUT CAN BE RESOLVED CHEMICALLY THERE IS A GOD CALLED ECSTASY!† - By Anonymous user of ecstasy (1). The various account of users of a drug known as ecstasy were among the most moving and perplexing reading that I had ever encountered. It is remarkable to imagine that each of us is able â€Å"to rise inside,† overcome the barriers of all negative feelings, and to love to our outermost capacity.... with some help from the little white pill. While most of the accounts that I reviewed had an overriding theme of experience of closeness, love, and peace, the accounts were very case specific: A writer finds a years lost muse, a girl â€Å"learns† how to love herself and others, a religious man finally achieves â€Å"spiritual expansion,† a couple is able to exchange sexual roles as if having their partner’s body, and the list goes on and on (2). But there are also negative experiences associated with the use of ecstasy, although they are documented much less. For example, a user describes his state after a trip on ecstasy: â€Å"for the next couple of days aft erwards I was an emotional wreck, paranoid as hell, shaking, involuntary muscle spasms, and my tonsillitis came back† (3). After a similar negative experience, another user who actually had to stop taking ecstasy because of the detrimental side effects it produced, comments: â€Å"It’s just a pity that people can’t feel like they do on Ecstasy, naturally† (4). Perhaps trying to understand how a chemical can cause a state of euphoria would help us figure out how to achieve it naturally. Then, we can make some sense of, or at least hypothesize about, the neurobiology which underlies the depth of human experience. From even some accounts I outlined above, one can see how complex the feelings brought about by this drug really are. Finding the muse and everything that encompasses it, is a quite complicated behavior, not to mention the vision of world peace and love! It seems unlikely that a simple chemical should cause such a wide range of effects.

What is the impact of the Lord of the Rings on New Zealand’s Tourism industry?

Introduction During a more relaxed PBL session in a prior module, the tutor presented a safety instructional video from Air New Zealand to the group. In this video the actors were all dressed up as figures from the famous Lord of the Rings movies. Ever since, the author of this proposal confronted himself with the question how exactly New Zealand's tourism industry is influenced by the aforementioned phenomenon. There already has been quite some research on the movie induced tourism of New Zealand. However, whether it brings lasting economy growth to New Zealand's tourism industry, is an issue barely covered.Thus, this assignment will attempt to answer the question: What is the impact of the Lord of the Rings on New Zealand's Tourism industry from the release in 2001 till the year 2016? First, the paper will begin with defining what film induced tourism is and why it is an option for New Zealand's tourism industry. This is done to create a basic understanding of the subject. After th at the question will be answered how â€Å"The Lord of the Rings† is used for marketing purposes and the degree of dependency on this marketing form.In return that will lead to the third item of this paper, the customer satisfaction level of movie tourists. This is also relevant for evaluating the efficiency of the marketing efforts. Lastly the impact of movie-induced tourism on New Zealand's economy will be discussed. That is necessary to predict future developments and the fortitude of the impact on industry. Body Before the impacts of film-induced tourism on New Zealand can be discussed, an understanding of what Film-induced tourism is and why it exists has to be  provided.The origins of the modern tourism form lie in the late 18th century. Ever since the eras of romanticism and storm and stress, fictional stories and characters influenced the being and desires of its consumers. As common knowledge, the novel â€Å"The Sorrows of Young Werther†, for instance, resu lted in a phenomenon referred to as â€Å"Werther-fever† . The audience celebrated the hero of the novel by dressing up identical to the main character; reading circles were found and festivals with Werther themes were held.However, the most remarkable of all events associated with the Werther-fever were the journeys to Switzerland, undertaken by many enthusiasts of the Goethe novel. Readers felt the need to experience the described scenery of the Swiss alps in person. This occurrence is transferable to the fantasy literature success, The Lord of the Rings. The fantasy novel caused fan clubs, fan art and some even learned the languages used by certain characters in the books. Despite the popularity of the trilogy, written by J. R. R.Tolkien, the relevance of the novel for New Zealand would have been of no significance, if the movie industry had not made the decision to produce a movie series transferring the story from paper on to the screen. In addition Tolkien is not direct ly connected to the country. Director Peter Jackson, a New Zealander himself, brought the production to his native land. Once the audience was confronted with the movies, showing New Zealand's' landscapes as breathtaking scenery of â€Å"Middle Earth†, the bases for film-induced tourism was laid.In 2004, The third part of the series, â€Å"The Return of the King†, won 11 Oscars, exposing the landscapes of New Zealand to approximately 200 million viewers worldwide. (Carl, Kindon & Smith 2007) Following the logic of the aforementioned matter, movie-induced tourism simply is on-location tourism that relates to a successful movie. Thus, the term can be widened to film-induced tourism, taking television, DVD and other mediums into account. (Beeton 2005)Nonetheless, film induced tourism is not restricted to only one form. There are two main forms: On-Location tourism and Off-Location tourism.On-location tourism includes all activities that are related directly to the film lo cation. Therefore it can have different characteristics. As portrayed by Sue Beeton, movie tourism can be the main reason to travel to a certain destination. Nevertheless, the participation in movie related tourism activities can also only be one of various events during a holiday. The same applies to off-location tourism which ,in contrast to on-location tourism, covers all film touristic activities not related to the film location, such as studio theme parks or studio tours.  (Beeton 2005)Since it is now established what film induced tourism is and why it works for New Zealand, it is necessary to determine the degree of influence of The Lord of the Rings on destination marketing. The Importance of the movies to not only the tourism industry but the country as a whole becomes obvious when reckoning that already in 2001, when the first movie was released, a â€Å"Minister of the Rings† was announced, by the government to optimize the profits gained from the movies to nation in a holistic approach.Therefore, the minister not only managed the film-induced tourism related issues but also in terms of the film industry and connected employment. (Beeton 2005) Though this may seem to be a drastic measure on first sight, it quickly becomes evidence of wise foresight. In Forbes online magazine Gregg Anderson, general manager of western long haul markets for Tourism New Zealand, stated: â€Å"We’ve seen a 50% increase in arrivals to New Zealand since Lord of the Rings† (Pinchefsky 2012) This increase is the result of various promotion efforts that include official government initiatives as well.During the time period of 2001 to 2004, more than 20 million $NZ were spent on promotion related to the trilogy. The destination marketing, of public and private entities was executed on all four levels: National, local, individual and media. Activities ranged from releasing themed stamps, setting up Lord of the rings tourism websites, renaming street names (Gandalf street),over specialized guidebooks, to reports on world premiers. After Pinchefsky, even â€Å"†¦ New Zealand Custom Service currently stamps visitor’s passports with a â€Å"Welcome to Middle Earth† stamp.† (Pinchefsky 2012)Another key player giving in to the trend towards film based marketing is Air New Zealand. The air carrier uses safety instructional videos with a Lord of the rings theme. Further, in 2004 several air craft's were painted with characters and scenes from the movies and the pilots welcomed passenger in Wellington with: â€Å"Welcome to Middle Earth†. Overall film induced marketing was a successful approach to increase the exposure of New Zealand as a tourism destination.According to Tourism New Zealand, New Zealand's national tourism board, 87 percent of potential customers considering a trip  to the country were familiar with the fact, that the trilogy was filmed in New Zealand. In contrast to that, in the year 2004, tourists who came to the destination primarily motivated to participate in film induced tourism, only made up one percent of all travelers entering the country. Though one percent does not appear to be a significant number, it translates into NZ$32. 8milion of tourist spending. Six percent acknowledged the movies to be one of their main reasons for traveling to New Zealand. (Tourism New Zealand n. d. ) As a result, that means 94% of the tourists posses a secondary or no interest in New Zealand's film tourism.The conclusion deriving from that circumstance is essential. Despite using Jackson's movies for a broad range of promotional tools, the tourism industry is not solely relying on them. This can be demonstrated with the following example: Approximately 30 percent of New Zealand's territory consists of protected parks with hiking trails in most of them. The responsible institution for the parks is the Department of Conservation. It solely promotes the protected area for common purp oses such as hiking or walking. Thus â€Å"The Lord of the Rings† is consciously excluded in promotional activities to protect the environment.Simultaneously this helps remaining the image of the country being a destination for outdoor adventure travel. (Beeton 2005 p. 82) In addition, Tourism New Zealand promotes the destination with the slogan: â€Å"100% pure New Zealand†, emphasizing on natural beauty and cultural heritage. After having established that New Zealand's tourism industry can and actively promotes its offerings to tourists around the globe, the efficiency of the practiced movie brand marketing has to be determined. This can be achieved by regarding the site sacralization as an indicator for the effectiveness of using Tolkien's fantasy story for promotion purposes.The site sacralization theory classically describes four phases; naming, framing and elevation, mechanical reproduction and social reproduction. ( MacCannell 1999) Since the lord of the ring si tes are not naturally developed but a product of transitioning fictional places and items to reality, the theory has to be adjusted. The naming is already given through the story itself. Further, the second phase of framing and elevation is completed. Tourist attractions such as â€Å"Hobbiton† stand out being staged as a meaningful subject of its own.In case of the mechanical reproduction, meaning that the attraction is  materialized and sold as for example a souvenir, it has to be understood, that there is also merchandize not related to New Zealand. The Lord of the Rings is a brand producing figures, cosplay and much more. Since the film locations and set are part of the merchandize product, the mechanical reproduction of many film-induced tourism sites mixes with the Lord of the Rings brand. The consequence is a blur of the boundary between fictional place and real tourism attraction. Therefore the last phase, social reproduction, is only reached partly. The nature of t he final phase is that it lets the attraction identify itself as the destination.In other words, the attraction is noticed as identical to the destination. The consequence is, that tourists visit a tourism simply for the attraction, not the destination including the site. The positive aspect of that condition is the large exposure of the attraction to potential visitors. New Zealand's destination marketing managed to benefit from the incompleteness of the social reproduction in two ways. Firstly, those who identify the tourism sites, and therefore New Zealand as a whole, with the scenes of â€Å"The Lord of the Rings† will directly react to promotion measures embracing fan culture.Secondly, for all others the movies will act as an ambassador for the country as destination itself with its natural beauty. Therefore, using destination marketing based on the movie is highly sufficient, as long as the trilogy is present in the heads of the people. This will not be an issue for the next two decades, as the prequel to the Lord of the Rings, â€Å"The Hobbit†, premiered in early 2013. The Hobbit will be a trilogy as well. As any business in the tertiary sector might agree with, maintaining customers is more efficient then attracting new ones. Thus customer satisfaction is an elementary aspect to every business.For New Zealand's film-induced tourism that raises the question of how tourists experience sites and whether they are satisfied. The difficulty lies in the fact that most backdrops used for the movies have been edited and the tourists experience of the attraction interferes with the experience of the watching the movie. In return that might cause dissatisfaction, if the imagined experience differs significantly from the actual experience. (Carl, Kindon & Smith 2007) Karl, Kindon and Smith analyzed three tours specialized in activities related to â€Å"The Lord of the Rings†. Those tours included film sets and pure scenery used for backdrops. The conclusion drawn was that the vast majority of the tourists was satisfied with the experience. In most cases expectations were met or even exceeded. Further, it was argued, that success and satisfaction level for activities, connected to scenery only, depend heavily on the performance of the tour guides presenting the attraction. Therefore, the quality of the products offered by New Zealand's film-induced tourism is difficult to evaluate. On a macro level â€Å"The Lord of the Rings†, is absolutely suited for film induced tourism. There are three qualities a film has to posses in order to be successfully used for film tourism.Those are: uniqueness, status and timely significance. The trilogy inherits all three qualities. It is a unique film experience on the verge of becoming an all time classic. Moreover, it has a high status as a movie setting new standards to its time and winning 11 Oscars. Lastly the movie was shot to a time where the aftermath of the 11th September a ttacks led to a war against terror. The story of the trilogy contains similar elements of good versus evil, which made it almost a metaphor for the historical developments at the time. The result was â€Å"The Lord of the Rings† as a part of pop culture.The intermediary result from the aforementioned issues lead to the conclusion, that Tourists participating in film-induced tourism related to Jacksons movies, are majorly satisfies with the provided experience. This is also conditioned by the quality of the trilogy itself. To be able to indicate the impact the movies had on the economy in the past and what the future might look like, economic statistics have to be critically reviewed. An intricacy is the limited amount of film-induced tourism data available. Hence it will be attempted to draw conclusions from the existing general tourism data.Last year, tourism generated a direct contribution to New Zealand's' GDP of $6. 2 billion, or 3. 3 percent of the total GDP. (Statistics New Zealand 2012) As already stated before, one percent of the tourists in 2004 named The Lord of the rings as the main reason to have chosen New Zealand's as travel destination. Another six percent named it to be one of their main reasons. Thus it could be assumed that those six percent directly are responsible for the same percentage of the tourism GDP equaling $370 million. The tourism industry provides 6. 2 percent of the national employment. (Statistics New Zealand 2012)That makes  tourism the second biggest industry after dairy, which demonstrates the importance of the sector to the country. The annual tourism expenditures can be used to indicate the immediate influence of the trilogy on the industry. Especially the expenditure of international tourists increased explicitly, c, one year after the premier of the final part of the trilogy. Though the higher expenditure is not necessarily combined with film tourism attractions, the great exposure of the destinations scenery in the movies, obviously had an effect on the higher expenditure, which is also related to the higher amount of travelers.The number of international visitors rose from approximately 1. 800. 000 in the millennium year to more than 2. 370. 000 in the year 2005. ( TRADING ECONOMICS n. d. ) For the future, the Ministry of Tourism forecasted 3. 12 million visitor annually by 2016. This forecast appears to be reasonable as the prequel to The lord of the Rings, The Hobbit, premiered in November 2012, with two more episodes to come. This is likely to cause an increase in brand exposure and therefore another growth in tourist arrivals similar to the development of the time frame 2001-2005.Taking the above mentioned numbers and statistics into account, it can be concluded, that film-induced tourism has a positive impact on the entire economy of New Zealand, though the precise details are difficult to attain, due to lack of research and data in the field. Most likely, this trend will be continu ed during the next decade.Conclusion Having demonstrated the issues related to the question :†What is the impact of the Lord of the Rings on New Zealand's Tourism industry from the release in 2001 till the year 2016?†, the following conclusion can be drawn: Film-induced tourism contains on-location and of-location activities related to successful films or movies. It's origins lie in the literature tourism of the late 18th century, during the eras of romanticism and storm and stress. Further, The Lord of the Rings as opportunity for New Zealand's tourism industry was not relevant before the countries scenery was chosen for the trilogy's backdrop. Moreover, the Tourism board of New Zealand, Tourism New Zealand, and private businesses fully embraced the Lord of the Rings as marketing opportunity.Hence, the film-induced destination marketing of  public and private entities was executed on all four levels: National, local, individual and media. The usage of Jacksons movies for promotion purposes was a success, considering that 87 percent of all people considering New Zealand as a destination, were familiar with the fact that the country served as film location. Further, the country is not solely relying on film-induced marketing as it benefits from the only partly reached fourth phase of the site sacralization process. As it is an essential element for long lasting customer relationships customer satisfaction is a significant issue.The majority of travelers participating in film tourism related activities was satisfied. In general expectations were met or even exceeded, depending on the degree of imagined experience influenced by the movies. That is why tour guides contribute a considerably to customer satisfaction. Lastly the impact of film-induced tourism on the overall economy is not completely researched. Never the less it represents about 6% of the tourism GDP. In addition the visitor numbers and tourism expenditure has increased drastically duri ng the time The Lord of the Rings ran in theaters.International tourism spending rose from $6,398 million in 2001 to $8,619 million in 2005. For 2016 the amount of visitors was forecasted to 3,2 million. As a result it is most likely that film induced tourism will be growing similar to the growth between 2001-2005. This is supported by the prequel â€Å"The Hobbit† that premiered November 2012. Taking all the aforementioned data into account, it can be stated that â€Å"The Lord of the Rings† and its prequel will have a lasting positive effect on New Zealand's Tourism economy, for at least, the next decade.

The TOEIC Speaking Test

The Moral Principles Of Ethics - 1352 Words

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The Safety And Peace Promotion Research - 1293 Words

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Marijuana Essay Example For Students

Marijuana Essay MARIJUANA: The Controversial Drug DESCRIPTION:Marijuana is a green, brown, or gray mixture of dried, shredded flowers and leaves of the hemp plant, Cannabis sativa. Marijuana is often called by street names such as pot, herb, weed, boom, Mary Jane, gangster, reefer, or chronic. There are more than 200 slang terms for marijuana. HISTORY:Cannabis was acknowledged as early as 2,700 BC in Chinese manuscripts. Marijuana has been used as a medicine throughout the world since the beginning of written history. During this time, companies such as Lilly, Parke Daivis, Tildens, Squibb, and other major drug manufacturers, have made everything from sleeping elixirs, to stomach medicine from marijuana. These drugs were even knowingly prescribed for children. Since 1839 there have been numerous reports in favor of utilizing medical marijuana. In 1839 Dr. W.B. OShaugnessy, a respected member of the Royal Academy of Science, was one of the first in the medical profession to present the true facts concerning marijuana and medicine. Dr. OShaugnessys report states clearly, that experience indicates the use of marijuana to be a beneficial analgesic, and to have anticonvulsant, and muscle-relaxant properties. He found it to be effective in treating rheumatism (inflammation or pain in muscles or joints), epilepsy, and spasmodic conditions. In 1860, Dr. R.R. MMeens, indicated to the Ohio State Medical Society, the usefulness of marijuana in treating tetanus, neuralgia (pain in the nerves), uterine hemorrhage, child labor, convulsions, asthma, bronchitis, and even postpartum psychosis. It was also noted for its affect as an appetite stimulant. This is desperately needed in modern medicine especially by cancer and aids patients to prevent them from literally wasting away. Many of these patients have indicated that no other remedy helps to stimulate the appetite as effectively as smoking a small quantity of marijuana. It was also noted that smoking the natural plant was significantly more effective than the chemically c reated, orally consumed, synthetic marijuana. In 1891 Dr. J.B. Mattison indicated the use of marijuana for treatment of migraines, gastric ulcers, deliriuma (mental disturbance), and tremors due to alcoholism. He also found it to be instrumental in actually replacing the craving for, and thus curing alcoholism. He found the same effect carried over in treating other serious addictions such as morphine or heroin addiction. In 1890 Dr. J.R. Reynolds found marijuana to be an excellent aid in combating a number of problems associated with aging. Dr. Reynolds noted marijuanas usefulness in overcoming senile insomnia as well as its psychological benefits in helping older people cope with some of the feelings and emotions associated with growing older. INCREASE DECREASE OF USAGE SINCE DRUGS DISCOVERY:The use of marijuana reached a high point in the late 1970s and early 1980s, and has been declining ever since. In a 1978 survey, 37 percent of high school seniors said they had smoked marijuana in the last 30 days, and 11 percent said they used it daily. By 1986 the number who said they had smoked it in the last 30 days had fallen to 23 percent lower than in 1975 and the proportion of daily users had dropped steadily to 4 percent. The trend among people aged 18 to 25 is similar. On the other hand, more people over 25 may be using marijuana occasionally, and young people are still experimenting with it. In 1969, 20 percent of high school seniors had used marijuana at least once, in 1979, 60 percent had; and in 1985, 54 percent. The attitudes expressed in surveys show why habitual marijuana use is in decline. In 1978, 65 percent of high school students said they disapproved of it; in 1985, 85 percent disapproved. A recent government survey shows: ?Over 70 million Americans over the age of 12 have tried marijuana at least once. ?About 10 million had used the drug in the month before the survey. ?More than 5 million Americans smoke marijuana at least once a week. ?Among teens aged 12 to 17, the average age of first trying marijuana was 13.5 years old. A yearly survey of students in grades 8 through 12 shows that by 10th grade, nearly 16 percent are current users (that is, used within the past month). Among 12th-graders, nearly 40 percent have tried marijuana/hash at least once, and 19 percent were current users. Other researchers have found that use of marijuana and other drugs usually peaks in the late teens and early twenties, then goes down in later years. GENERIC VS. BRAND NAME:There are stronger forms of marijuana available today than there were in the 1960s. The strength of the drug is measured by the amount of average THC in test samples confiscated by law enforcement agencies. Sinsemilla (sin-seh-me-yah; its a Spanish word), hashish (hash for short), and hash oil are stronger forms of marijuana. ?Most ordinary marijuana has an average of 3 percent THC. ?Sinsemilla (made from just the buds and flowering tops of female plants) has an average of 7.5 percent THC, with a range as high as 24 percent. ?Hashish (the sticky resin from the female plant flowers) has an average of 3.6 percent, with a range as high as 28 percent. ?Hash oil, a tar-like liquid distilled from hashish, has an average of 16 percent, with a range as high as 43 percent. ACTION:THC disrupts the nerve cells in the part of the brain where memories are formed. This makes it hard for the user to recall recent events (such as what happened a few minutes ago), and so it is hard to learn while high. A working short-term memory is required for learning and performing tasks that ca ll for more than one or two steps. Some studies show that when people have smoked large amounts of marijuana for many years, the drug takes its toll on mental functions. Among a group of long-time heavy marijuana users in Costa Rica, researchers found that the people had great trouble when asked to recall a short list of words (a standard test of memory). People in that study group also found it very hard to focus their attention on the tests given to them. It may be that marijuana kills some brain cells. In laboratory research, some scientists found that high doses of THC given to young rats caused a loss of brain cells such as that seen with aging. INDICATORS:One beneficial effect of THC is the lowering of intracular pressure, which can be helpful in the control of glaucoma. However, because it causes tachycardia, relatively rapid heart action such as physiological (as after exercise), and increased work for the heart, it can not be used in most elderly persons, in which age group glaucoma is most common. Causes Of Teenage Depression EssayHere is a claim that somebody firmly believes but is proved wrong. Critical skills related to attention, memory and learning are impaired amongheavy users of marijuana Most people think of marijuana users asdreamers with the attention spand of a gnat and no memory worth the name. Wrong. This picture emerging from psychology labs in that there is at most akernel of truth in this stereotype, while some studies find no evidence of evensubtle mental impairment in heavy users. And even those that do are open toa range of interpretationsnot necessarily worrying to marijuana users.

Kant`s Morality Essays - Social Philosophy, Deontological Ethics

Kant`s Morality Kant starts off making two distinctions regarding kinds of knowledge, empirical/rational and formal/material. Empirical or experience-based knowledge is contrasted with rational knowledge, which is independent of experience. This distinction between empirical and rational knowledge rests on a difference in sources of evidence used to support the two different kinds of knowledge. Formal is contrasted with material knowledge. Formal knowledge has no specific subject matter; it is about the general structure of thinking about any subject matter whatsoever. Material knowledge is of a specific subject matter, either nature or freedom. Rational knowledge is metaphysics, of which there are two branches, the metaphysics of nature and of morals. The metaphysics of nature is supposed to provide rational knowledge of the laws of nature. These are not empirical laws; they are more like universal principles of nature that any empirical physical would presuppose, such as that no event in nature occurs without a natural cause. The metaphysics of freedom is supposed to provide knowledge of the laws of freedom. These are the universal rules which free agents devise to govern them. Thus, Kant's grounding, his initial attempt at a critique of rational reason, is an investigation of the possibility of purely rational knowledge of morals. Take, for example, the Moral Rule: Thou shalt not lie. If the moral law is valid as the basis of moral obligation or duty, then it must be necessary. Kant using the word "necessity" means that the rule obligates or binds whatever the conditions or in all circumstances. It also means that the rule applies to all rational beings and not only to human beings. In this second sense we can say that the rule is universally binding. So in fact, moral rules are universal and necessary. If a moral rule is to be universal and necessary, the moral law must be derived from concepts of pure reason alone. Therefore, if a moral rule or law can only be derived from reason alone, there must be a pure moral philosophy whose task is to provide such a derivation. In the "Grounding", Kant sets himself the task of establishing the "supreme principle of morality" from which to make such a derivation. According to Kant good will and only a good will is intrinsically good. Kant distinguishes two different types of intrinsic or extrinsic goods. If a thing is only extrinsically good, then it is possible for that thing not to be good, or to be bad or evil. Intrinsic goodness is goodness in itself; if a thing is intrinsically good, its goodness is essential to it; and its goodness is not a function of factors other than itself. Kant holds that only a good will, not happiness, is intrinsically good. The idea that it is reason rather than natural impulse which guides action for the sake of happiness is false. Parts of a person perform their functions by surviving and this provides happiness for the person. Reason functions poorly in serving that purpose; instinct does better job. Natural instinct rather than reason provides better for happiness. Kant distinguishes between having a reason to act and acting for a reason. The motivating reason is the reason for which agent acts. A justifying reason is the reason that justifies, warrants, provides the criterion of rightness for the action. The agent's motivating reason might or might not provide a justifying reason for his action. Kant then defines three types of motivating reasons. One type of non-moral motivation is natural motivation. Action in accord with duty is motivated by immediate or direct inclination. Direct inclination includes such motives as love, sympathy, instinct for self-preservation, or the desire for happiness. The other type of non-moral motivation is prudence. An action in accord with duty, but motivated by prudence, is action motivated by the pursuit of self-interest or happiness. Since all human beings naturally desire happiness, prudential motivation is indirectly motivated by a natural motivation. Moral motivation is the third type of motivation. The action is not only in accord with duty, but motivated by duty, done from duty, or for sake of duty. The agent's motivating reason, the reason for which he acts, is that the action is what morality demands and he wants above all to do what reason demands.