DOES THE MESSAGE MATTER? ENHANCING PATIENT ADHERENCE THROUGH PERSUASIVE MESSAGES

To improve health and reduce costs, we need to encourage patients to make better healthcare decisions. Many informatics interventions are aimed at improving health outcomes by influencing patient behavior. However, we know little about how the content of a message in these interventions can influence a health-related decision. In this research we formulate a conceptual model to help explain and guide the design of “persuasive messages”, those which can change and influence patient behavior. We apply the conceptual model to design persuasive appointment reminder messages using humancentered design principles. Finally, we empirically test our hypotheses in a randomized controlled trial in order to determine the effectiveness of persuasive appointment reminders to reduce the number of missed appointments in a sample of 1016 subjects in a community health center. The results of the study confirm that reminder messages are effective in reducing missed appointment compared with no reminders (p=0.028). Further, reminder messages that incorporate heuristic cues such as authority, commitment, liking, and scarcity are more effective than reminder messages without such cues (p=0.006). However, the addition of systematic arguments or reasons for attending appointments have no effect on appointment adherence (p=0.646). The results of this research suggest that the content of reminder messages may be an important factor in helping to reduce missed appointments.

“Therapeutic Advertising”: When Do Female Consumers Really Benefit?

This research examines whether female consumers benefit from brand strategies that attempt to decrease their self-discrepancies by setting more realistic ideals (i.e., therapeutic advertising, such as Body Shop, Aerie, and Always). The results of our preliminary study reveal that therapeutic advertising leads to stronger self-conscious emotions than idealistic advertising. More specifically, it leads to stronger emotions of both pride and shame. However, the latter only holds true for female consumers low in self-liking and high difficulties in abandoning unattainable goals. Female consumers who like themselves and are able to abandon unattainable goals do not feel more ashamed when being exposed to therapeutic advertising compared to idealized advertising. These findings have implications for marketing managers and policy makers.

Antidumping as Strategic Trade Policy Under Asymmetric Information

In the last two decades, trade liberalization under GATT/WTO has been partly offset by an increase in antidumping protection. Economists have argued convincingly that this is partly due to the inclusion of sales below cost in the definition of dumping during the GATT Tokyo Round. The introduction of the cost- based dumping definition gives regulating authorities a better opportunity to choose protection according to their liking. This paper investigates the domestic government's antidumping duty choice in an asymmetric information framework where the foreign firm's cost is observed by the domestic firm, but not by the government. To induce truthful revelation, the government can design a tariff schedule, contingent on firms' cost reports, accompanied by a threat to collect additional information for report verification (i.e., auditing) and, in case misreporting is detected, to set penalty duties. We show that depending on the concrete assumptions, the domestic government may not only be able to extract the true cost information, but also succeeds in implementing the full-information, governmental welfare-maximizing duty. In this case, the antidumping framework within GATT/WTO does not only offer the means to pursue strategic trade policy disguised as fair trade policy, but it also helps overcome the informational problems with regard to correctly determining the optimal strategic trade policy.

Predictors of benzodiazepine self -administration behavior in anxious patients

The purpose of this study was to examine factors that may be associated with benzodiazepine (BZ) self-administration and risks of dependence in anxious patients. Preliminary work included examination of psychosocial characteristics and subjective drug response as potential predictors of medication use. Fifty-five M, F patients with generalized anxiety or panic disorder participated in a 3-week outpatient Choice Procedure in which they self-medicated “as needed” with alprazolam (Alz) and placebo. Findings showed that a large amount of variance in alprazolam preference, frequency, and quantity of use could be predicted by measures of anxiety, drug liking, and certain personality characteristics. The primary study extended this work by examining whether individual differences in Alz sensitivity also predict patterns of use. Twenty anxious patients participated in the study, which required 11 weekly clinic visits. Ten of these also participated in a baseline assessment of HPA-axis function that involved 24-hour monitoring of cortisol and ACTH levels and a CRH Stimulation Test. This assessment was conducted on the basis of prior evidence that steroid metabolites exert neuromodulatory effects on the GABA A receptor and that HPA-axis function may be related to BZ sensitivity and long-term disability in anxious patients. Patients were classified as either HIGH or LOW users based on their p.r.n. patterns of Alz use during the first 3 weeks of the study. They then participated in a 4-week dose response trial in which they received prescribed doses of medication (placebo, 0.25, 0.5, and 1.0mg Alz), each taken TID for 1 week. The dose response trial was followed by a second 3-week Choice Procedure. Findings were not indicative of biological differences in Alz sensitivity between the HIGH and LOW users. However, the HIGH users had higher baseline anxiety and greater anxiolytic response to Alz than the LOW users. Anxiolytic benefits of p.r.n. and prescribed dosing were shown to be comparable, and patients' conservative patterns of p.r.n. medication use were not affected by the period of prescribed dosing. Although there was not strong evidence to suggest relationships between HPA-axis function and Alz use or sensitivity, interesting findings emerged about the relationship between HPA-axis function and anxiety. ^

Lateral orbitofrontal cortex involvement in initial negative aesthetic impression formation

It is well established that aesthetic appreciation is related with activity in several different brain regions. The identification of the neural correlates of beauty or liking ratings has been the focus of most prior studies. Not much attention has been directed towards the fact that humans are surrounded by objects that lead them to experience aesthetic indifference or leave them with a negative aesthetic impression. Here we explore the neural substrate of such experiences. Given the neuroimaging techniques that have been used, little is known about the temporal features of such brain activity. By means of magnetoencephalography we registered the moment at which brain activity differed while participants viewed images they considered to be beautiful or not. Results show that the first differential activity appears between 300 and 400 ms after stimulus onset. During this period activity in right lateral orbitofrontal cortex (lOFC) was greater while participants rated visual stimuli as not beautiful than when they rated them as beautiful. We argue that this activity is associated with an initial negative aesthetic impression formation, driven by the relative hedonic value of stimuli regarded as not beautiful. Additionally, our results contribute to the understanding of the nature of the functional roles of the lOFC.

La planta Miralles: representación y pensamiento en la arquitectura de Enric Miralles

Resulta imposible disociar la evolución de la arquitectura de Enric Miralles de lo que fue el desarrollo de un sistema de representación propio. Partiendo de una posición heredada de su formación en la Escuela de Arquitectura de Barcelona y de su práctica en el estudio Viaplana-Piñón, donde adquiere el gusto por la precisión en el dibujo técnico, la delineación sobre papel vegetal o el grafismo constituido exclusivamente a base de líneas del mismo grosor, Miralles pronto evoluciona hacia un método caracterizado por un personal uso del sistema diédrico, vinculado a una concepción fragmentaria de la planta de arquitectura y del espacio mismo. Miralles proyectará por fragmentos de planta, asignándoles una geometría característica para diferenciarlos entre sí y desarrollar su espacialidad y sección con cierta autonomía, a través de planos y maquetas independientes. Gran parte de la arquitectura que elabora con Carme Pinós, en solitario o con Benedetta Tagliabue, estará compuesta por colecciones de piezas heterogéneas herederas de los fragmentos de la planta original, que encajan entre sí no en base a esquemas clásicos de integración subordinada o jerárquica, sino a través de posiciones relativas de yuxtaposición o superposición, caracterizadas por una ausencia de compacidad en la solución de conjunto. Este sistema de representación se apoya por tanto en la geometría como mecanismo de diferenciación por piezas, se basa en la fragmentación del diédrico desde la fragmentación de la planta, y en la falta de compacidad como soporte de pensamiento separativo. Un sistema que se define como “planta Miralles”, término que incluye todas las técnicas de representación empleadas por el arquitecto, desde planos a maquetas, pero que enfatiza la importancia estratégica de la planta como origen y guía del proyecto de arquitectura. La tesis se estructura en los tres primeros capítulos como un corolario de las categorías enunciadas, explicando, en orden cronológico a través de los proyectos, la evolución de la geometría, la utilización del diédrico, y el impacto de la falta de compacidad en la obra construida. Mientras que estos capítulos son globales, se refieren a la trayectoria de este método en su totalidad, el cuarto y último es un estudio de detalle de su aplicación en un proyecto particular, el Ayuntamiento de Utrecht, a través de los dibujos originales de Miralles. Tanto en la explicación global como en el estudio de detalle de este sistema de representación, la tesis pone de manifiesto su instrumentalidad en el pensamiento de esta arquitectura, argumentando que ésta no podría haber sido desarrollada sin la existencia del mismo. La relación entre representación y pensamiento es por tanto un tema capital para explicar esta obra. No obstante, hasta la fecha, las referencias al mismo en la bibliografía disponible no han pasado de ser una colección de opiniones dispersas, incapaces de construir por sí mismas un cuerpo estructurado y coherente de conocimiento. Se ha insistido sobremanera en el análisis y contextualización de los proyectos individuales, y poco en el estudio de la técnica proyectual utilizada para pensarlos y llevarlos a cabo. En definitiva, se han priorizado los resultados frente a los procesos creativos, existiendo por tanto un inexplicable vacío teórico respecto a un tema de gran importancia. Este vacío es el marco donde se inserta la necesidad de esta tesis doctoral. La investigación que aquí se presenta explica el origen y evolución del sistema de representación de Enric Miralles, desde su etapa como estudiante en la Escuela de Arquitectura de Barcelona hasta los últimos proyectos que elabora con Benedetta Tagliabue, así como el estudio de sus consecuencias en la obra construida. Termina concluyendo que su desarrollo es paralelo al de la arquitectura de Miralles, poniendo de manifiesto su vinculación y mutua interdependencia. ABSTRACT It is impossible to dissociate the evolution of the architecture of Enric Miralles from the development of his own system of representation. Starting from a position inherited from his training at the Barcelona School of Architecture and his practice at the office of Viaplana-Piñón, where he acquires a liking for precision in drafting and a graphic style based exclusively on lines of the same thickness, Miralles soon moves into a method defined by a customized use of the dihedral system, connected to a fragmented conception of the floorplan and space itself. Breaking up the floorplan into multiple fragments, Miralles will design an architecture where each of them has a unique shape and geometry, developing their sections and spatial qualities with a certain degree of autonomy within the whole, through separate plans and models. Many of the projects he designs with Carme Pinós, individually or with Benedetta Tagliabue, will consist of collections of heterogeneous pieces, heirs of the original floorplan fragments, which do not fit together according to classical principles of subordinate or hierarchical integration, but based on relative positions of juxtaposition or superposition that lead to a lack of compactness in the overall scheme. This system of representation is thus based on the use of geometry as a way of differentiating architectural pieces, on the fragmentation of the dihedral system from the fragmentation of the floorplan, and on a lack of compactness as a device of separative thinking. This system is defined as “Miralles plan”, a term that includes all techniques of representation used by the architect, from plans to models, and that emphasizes the particular importance of the floorplan as the guiding force of the design process. The first three chapters of the thesis have been structured as a corollary of these categories, explaining, in chronological order through Miralles’ projects, the evolution of geometry, the customization of the dihedral system, and the impact of the lack of compactness on the built work. While these three chapters are global, for they refer to the overall evolution of this system, the fourth and last one is a case study of its application to a particular project, the Utrecht Town Hall, through Miralles’ original drawings. Both in the global and particular explanations of this system of representation, the thesis highlights its instrumentality in the process of thinking this architecture, arguing that it could not have been designed without its parallel development. The relationship between thinking and representation is therefore a key issue to explain this architecture. However, to date, existing references to it in the available literature have not evolved from a collection of scattered opinions, unable to build for themselves a structured and coherent body of knowledge. Great emphasis has been put on the critical contextualization of this architecture through the analysis of the projects themselves, but little on the study of the design technique used to think and carry them out. Results have been prioritized over creative processes, existing therefore an inexplicable theoretical void on an issue of great importance. This void is the conceptual framework where the need for this thesis is inserted. This research explains the origin and evolution of Enric Miralles’ system of representation, from his time as student at the Barcelona School of Architecture to the last projects he designed with Benedetta Tagliabue, as well as the study of its impact on the built work. It concludes that the development of this system runs parallel to that of the architecture it is used for, making it explicit its indissolubility and mutual interdependence.

Por causa do Reino dos Céus Uma leitura de gênero de Mateus 19,1-12 e 5,27-32

Há no Evangelho de Mateus material suficiente para se chegar ao discipulado de iguais porque seu conteúdo reflete uma prática igualitária de Jesus em relação às mulheres. Nesta tese tal prática pode ser verificada através da investigação de duas perícopes nas quais Jesus advoga a causa das mulheres discutindo o direito masculino do divórcio e o adultério: 19,1-12 e 5,27-32. No debate sobre a justa causa para se despedir a mulher, Jesus declara que a volta à criação original não mais concede tal prerrogativa aos homens. Essa discussão ocorre em terreno legal e isso se evidencia pelo termo aitia, cujo significado demonstra que na demanda do divórcio a lei concede ao homem o benefício de encontrar um motivo para acusação. Jesus, por sua vez, declara que pela sua lei todo motivo e acusação contra a mulher se transforma em motivo e acusação contra o próprio homem diante de Deus. O silêncio dos fariseus comprova que os argumentos de Jesus são irrefutáveis, mas o protesto dos seus discípulos revela que não lhes agrada a igualdade social entre os sexos. A resposta final e definitiva de Jesus encontra-se em Mt 19,10 onde pelo uso da metáfora eunuco ele encerra o debate dizendo que somente podem aceitar a sua causa os que abraçarem a causa do Reino dos Céus. Os temas divórcio e adultério permitem estender a discussão para o matrimônio que é a relação social e legal que fundamenta tais práticas, e buscar na Antigüidade as leis e costumes que regiam a vida sexual das mulheres naquele tempo, considerando os ambientes mais relevantes em relação ao mundo bíblico: o mundo greco-romano e o oriente próximo no período entre os séculos IV a.C. e IV d.C. para que, através da pesquisa sobre matrimônio, divórcio, adultério, dote, repúdio e outras sanções relativas à vida sexual das mulheres, se possa chegar aos mecanismos culturais da educação capazes de levar as mulheres à cumplicidade ou à resistência aos seus papéis sociais. Essa pesquisa se encerra com uma apreciação da história da renúncia sexual nos contextos judaico e cristão para projetar o ambiente e o horizonte sócio-religioso que foram palcos da recepção e transmissão de Mt 5,27-32 e Mt 19,1-12, de modo a demonstrar que os argumentos misóginos que se tornaram inerentes à interpretação desses textos são o resultado de uma mentalidade sexista que não corresponde à crítica literária do evangelho.(AU)

Por causa do Reino dos Céus Uma leitura de gênero de Mateus 19,1-12 e 5,27-32

Há no Evangelho de Mateus material suficiente para se chegar ao discipulado de iguais porque seu conteúdo reflete uma prática igualitária de Jesus em relação às mulheres. Nesta tese tal prática pode ser verificada através da investigação de duas perícopes nas quais Jesus advoga a causa das mulheres discutindo o direito masculino do divórcio e o adultério: 19,1-12 e 5,27-32. No debate sobre a justa causa para se despedir a mulher, Jesus declara que a volta à criação original não mais concede tal prerrogativa aos homens. Essa discussão ocorre em terreno legal e isso se evidencia pelo termo aitia, cujo significado demonstra que na demanda do divórcio a lei concede ao homem o benefício de encontrar um motivo para acusação. Jesus, por sua vez, declara que pela sua lei todo motivo e acusação contra a mulher se transforma em motivo e acusação contra o próprio homem diante de Deus. O silêncio dos fariseus comprova que os argumentos de Jesus são irrefutáveis, mas o protesto dos seus discípulos revela que não lhes agrada a igualdade social entre os sexos. A resposta final e definitiva de Jesus encontra-se em Mt 19,10 onde pelo uso da metáfora eunuco ele encerra o debate dizendo que somente podem aceitar a sua causa os que abraçarem a causa do Reino dos Céus. Os temas divórcio e adultério permitem estender a discussão para o matrimônio que é a relação social e legal que fundamenta tais práticas, e buscar na Antigüidade as leis e costumes que regiam a vida sexual das mulheres naquele tempo, considerando os ambientes mais relevantes em relação ao mundo bíblico: o mundo greco-romano e o oriente próximo no período entre os séculos IV a.C. e IV d.C. para que, através da pesquisa sobre matrimônio, divórcio, adultério, dote, repúdio e outras sanções relativas à vida sexual das mulheres, se possa chegar aos mecanismos culturais da educação capazes de levar as mulheres à cumplicidade ou à resistência aos seus papéis sociais. Essa pesquisa se encerra com uma apreciação da história da renúncia sexual nos contextos judaico e cristão para projetar o ambiente e o horizonte sócio-religioso que foram palcos da recepção e transmissão de Mt 5,27-32 e Mt 19,1-12, de modo a demonstrar que os argumentos misóginos que se tornaram inerentes à interpretação desses textos são o resultado de uma mentalidade sexista que não corresponde à crítica literária do evangelho.(AU)

Relações espaço-temporais como restrições de tomadas de decisões na grande área no futebol

Este estudo investigou as tomadas de decisões de jogadores dentro da grande área do futebol com base em variáveis espaciais e espaço-temporais de coordenações interpessoal e extrapessoal. Participaram do estudo 150 jogadores do sexo masculino, com idade entre 18 e 38 anos, e experiência de prática neste esporte de, no mínimo, 7 anos. Foram filmados 12 jogos de futebol de um campeonato amador na Colômbia. As imagens capturadas foram analisadas através do software TACTO, e as variáveis consideradas para análise foram as seguintes: i) ângulo de chute, formado por vetores ligando o jogador com posse de bola a dois componentes do jogo que geravam uma lacuna no gol; ii) ângulo A de passe, composto por vetores conectando o portador da bola ao seu marcador mais próximo e ao seu companheiro de equipe; iii) ângulo B de passe, formado por vetores ligando o portador da bola ao seu companheiro de equipe e ao marcador mais próximo dele; iv) distância interpessoal, caracterizada pela distância entre o jogador com posse de bola e seu defensor mais próximo; v) velocidade e variabilidade relacionadas às mudanças em cada uma dessas medidas. Essas variáveis foram comparadas em relação a situações de chute, passe e drible. Os resultados revelaram que, em relação à decisão de chutar, o ângulo de chute representando a interação entre as possibilidades de completá-lo e de o mesmo ser interceptado, diferiu do mesmo ângulo em que as decisões de passe e drible foram tomadas; e, na decisão de driblar, a distância interpessoal apresentou diferenças com as situações em que o passe foi executado. Concluiu-se que, no caso do chute ao gol e o drible, os ângulos de chute e distâncias interpessoais, respectivamente, funcionaram como variáveis informacionais de coordenações interpessoal e extrapessoal importantes para as tomadas de decisão

Actitudes hacia las matemáticas y rendimiento académico en función de los estudios de acceso y curso en futuros maestros

En este trabajo se analizan las actitudes hacia las Matemáticas de los estudiantes del Grado en Educación Primaria de la Universidad de A Coruña en función del curso y de los estudios de acceso a la Universidad. También se estudia el rendimiento académico según estas dos variables. Se aplica el cuestionario de actitudes PAC de Naya, Soneira, Mato y Torre (2014) con una fiabilidad Alfa de Cronbach de 0.921 a una muestra de 307 estudiantes. El instrumento está formado por 19 ítems con cinco opciones de respuesta tipo Likert y tres dimensiones que miden el autoconcepto, la percepción que tiene el alumno de su profesor y el agrado hacia las Matemáticas. Los resultados muestran que existen diferencias significativas en las actitudes y en el rendimiento en función del itinerario de acceso a la titulación.

Adolescent Trajectories of Depressive Symptoms : co-development of Behavioral and Academic Problems

Purpose: Increasing evidence suggests the existence of heterogeneity in the development of depressive symptoms during adolescence, but little remains known regarding the implications of this heterogeneity for the development of commonly co-occurring problems. In this study, we derived trajectories of depressive symptoms in adolescents and examined the codevelopment of multiple behavioral and academic problems in these trajectories. Methods: Participants were 6,910 students from secondary schools primarily located in disadvantaged areas of Quebec (Canada) who were assessed annually from the age 12 to 16 years. Trajectories were identified using growth mixture modeling. The course of behavioral (delinquency, substance use) and academic adjustment (school liking, academic achievement) in trajectories was examined by deriving latent growth curves for each covariate conditional on trajectory membership. Results: We identified five trajectories of stable-low (68.1%), increasing (12.1%), decreasing (8.7%), transient (8.7%), and stable-high (2.4%) depressive symptoms. Examination of conditional latent growth curves revealed that the course of behavioral and academic problems closely mirrored the course of depressive symptoms in each trajectory. Conclusions: This pattern of results suggests that the course of depressive symptoms and other adjustment problems over time is likely to involve an important contribution of shared underlying developmental process(es).

Adolescent Trajectories of Depressive Symptoms : co-development of Behavioral and Academic Problems

Purpose: Increasing evidence suggests the existence of heterogeneity in the development of depressive symptoms during adolescence, but little remains known regarding the implications of this heterogeneity for the development of commonly co-occurring problems. In this study, we derived trajectories of depressive symptoms in adolescents and examined the codevelopment of multiple behavioral and academic problems in these trajectories. Methods: Participants were 6,910 students from secondary schools primarily located in disadvantaged areas of Quebec (Canada) who were assessed annually from the age 12 to 16 years. Trajectories were identified using growth mixture modeling. The course of behavioral (delinquency, substance use) and academic adjustment (school liking, academic achievement) in trajectories was examined by deriving latent growth curves for each covariate conditional on trajectory membership. Results: We identified five trajectories of stable-low (68.1%), increasing (12.1%), decreasing (8.7%), transient (8.7%), and stable-high (2.4%) depressive symptoms. Examination of conditional latent growth curves revealed that the course of behavioral and academic problems closely mirrored the course of depressive symptoms in each trajectory. Conclusions: This pattern of results suggests that the course of depressive symptoms and other adjustment problems over time is likely to involve an important contribution of shared underlying developmental process(es).

Event marketing: an innovative promotional tool and its impact on consumer memory and brand awareness

Event Marketing represents a common promotional strategy that involves direct contact between brands and consumers at special events, namely concerts, festivals, sporting events and fairs. Brands have been investing in sponsorship as a means of associating themselves with particular events, essentially with the goal to enhance brand image and brand awareness. Interestingly, the response of consumers to event marketing has not yet been fully understood. This dissertation fills this gap. More specifically, it intends to determine the extent to which sponsoring brands at events favors brand awareness (recall and recognition) and how it relates to brand attitude. Based on three Portuguese music festivals, two studies were conducted to ascertain event sponsorship’s impact on consumer memory, notably Brand Recall and Brand Recognition, and correlation with attitudes towards the brands such as familiarity and liking. The key findings of these studies show that recognition is much higher for those respondents who attended the festivals, presenting a score of 73,9%, in comparison with recall, presenting a much lower score of 37,5%. Further, and surprisingly, it suggests that the ability to recall and recognize sponsoring brands is not associated to consumer attitudes towards the brands. Instead, it relates to the time consumers dedicated to these particular events, that is, the number of music festivals attended.

Por causa do Reino dos Céus Uma leitura de gênero de Mateus 19,1-12 e 5,27-32

Há no Evangelho de Mateus material suficiente para se chegar ao discipulado de iguais porque seu conteúdo reflete uma prática igualitária de Jesus em relação às mulheres. Nesta tese tal prática pode ser verificada através da investigação de duas perícopes nas quais Jesus advoga a causa das mulheres discutindo o direito masculino do divórcio e o adultério: 19,1-12 e 5,27-32. No debate sobre a justa causa para se despedir a mulher, Jesus declara que a volta à criação original não mais concede tal prerrogativa aos homens. Essa discussão ocorre em terreno legal e isso se evidencia pelo termo aitia, cujo significado demonstra que na demanda do divórcio a lei concede ao homem o benefício de encontrar um motivo para acusação. Jesus, por sua vez, declara que pela sua lei todo motivo e acusação contra a mulher se transforma em motivo e acusação contra o próprio homem diante de Deus. O silêncio dos fariseus comprova que os argumentos de Jesus são irrefutáveis, mas o protesto dos seus discípulos revela que não lhes agrada a igualdade social entre os sexos. A resposta final e definitiva de Jesus encontra-se em Mt 19,10 onde pelo uso da metáfora eunuco ele encerra o debate dizendo que somente podem aceitar a sua causa os que abraçarem a causa do Reino dos Céus. Os temas divórcio e adultério permitem estender a discussão para o matrimônio que é a relação social e legal que fundamenta tais práticas, e buscar na Antigüidade as leis e costumes que regiam a vida sexual das mulheres naquele tempo, considerando os ambientes mais relevantes em relação ao mundo bíblico: o mundo greco-romano e o oriente próximo no período entre os séculos IV a.C. e IV d.C. para que, através da pesquisa sobre matrimônio, divórcio, adultério, dote, repúdio e outras sanções relativas à vida sexual das mulheres, se possa chegar aos mecanismos culturais da educação capazes de levar as mulheres à cumplicidade ou à resistência aos seus papéis sociais. Essa pesquisa se encerra com uma apreciação da história da renúncia sexual nos contextos judaico e cristão para projetar o ambiente e o horizonte sócio-religioso que foram palcos da recepção e transmissão de Mt 5,27-32 e Mt 19,1-12, de modo a demonstrar que os argumentos misóginos que se tornaram inerentes à interpretação desses textos são o resultado de uma mentalidade sexista que não corresponde à crítica literária do evangelho.(AU)

The impact of brand owner on consumers' brand perceptions : a development of Heider's Balance Theory

Studies have shown that the brand “owner” is very influential in positioning the brand and when the brand “owner” ceases his or her active role the brand will be perceived differently by the consumers. Balance Theory (HBT), a cognitive psychological theory, studies the triadic relationships between two persons and an entity and predicts that when a person’s original perception of the relationship is disturbed, the person restructures to a new balanced perception. Consequently, this research was undertaken to: conceptualize the brand owner’s impact on consumer’s brand perception; test the applicability of both the static and dynamic predictions of the Heider’s Balance Theory in brand owner-consumer-brand relation (OCB); construct and test a model of brand owner-consumer-brand relation; and examine if personality has an influence on OCB. A discovery-oriented approach was taken to understand the selected market segment, the ready-to-wear and diffusion lines of international designer labels. Chinese Brand Personality Scale, fashion proneness and hedonic and utilitarian shopping scales were developed, and validated. 51 customers were surveyed. Both traditional and extended methods used in the Balance Theory were employed in this study. Responses to liked brand have been used to test and develop the model, while those for disliked brand were used for test and confirmation. A “what if’ experimental approach was employed to test the applicability of dynamic HBT theory in OCB Model. The hypothesized OCB Model has been tested and validated. Consumers have been found to have separate views on the brand and the brand owner; and their responses to contrasting ethical and non-ethical news of the brand owner are different. Personality has been found to have an influence and two personality adapted models have been tested and validated. The actual results go beyond the prediction of the Balance Theory. Dominant triple positive balance mode, dominant negative balance mode, and mode of extreme antipathy have been found. It has been found that not all balanced modes are good for the brand. Contrary to Heider’s findings, simply liking may not necessarily lead to unit relation in the OCB Model.