How CSR claims in advertising affect children’s preferences and purchase intentions

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Appreciating the power of words and imaginative organizing: A triadic model of ethics practiced in everyday conversations

This thesis provides an alternative framework to analyze power and ethics practiced in everyday conversations, which constitute processes of organizing. Drawing upon narrative frameworks, the analyses of messages posted on an online message board demonstrate people’s imaginative capacity to create relevant stories, in respect of their precise grasp of factual understandings, contextual relevance and evaluative/moral appropriateness, by appropriating others’ words. Based on the empirical analyses, the thesis indicates that studies on power and ethics in organizations can be re-oriented towards appreciating irremediable power imbalances by offering alternative ways of member’s denoting experiences of power.

Responsible innovation: bringing together technology assessment, applied ethics, and STS research

Paper presented as "key note" at the Doctorate Conference on Technology Assessment in June 2011, at FCT-UNL, Monte de Caparica.

Corporate social responsible behaviour in the financial industry

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The role of humor in television advertisement: A study regarding Portuguese consumers’ emotions and reactions

The purpose of this study is to explore the humorous side of television advertisement and its impact on Portuguese consumers’ hearts, minds and wallets. Both qualitative (through in-depth interviews) and quantitative (through an on-line survey and subsequent statistical data analysis) methods were used, guaranteeing a more consistent, strong and valid research. Twenty-five interviews with randomly chosen consumers were conducted face-to-face and three interviews via e-mail with marketers and television advertisers were performed in order to explore profoundly the subject. Moreover, 360 people have answered the on-line survey. Through the analysis of the data collected humor perception was found to be positively correlated with persuasion and intention to purchase the product; intention to share the advert; message comprehension; product liking and development of positive feelings towards the brand and brand credibility variables. The main implication of these findings relies on the fact that humor in advertising is able to boost its effectiveness.

Análise comparativa do direito de acesso a cuidados de saúde no serviço nacional de saúde português e sistema de saúde norte-americano (EUA)

RESUMO - O presente estudo situa-se nas áreas gerais da Saúde Pública, dos Sistemas de Saúde e do Acesso à Prestação de Cuidados de Saúde e procura analisar o conteúdo e concretização do Direito de Acesso a Cuidados de Saúde na perspectiva de dois sistemas de saúde paradigmaticamente distintos, um sistema de acesso universal, representado pelo Serviço Nacional de Saúde português e um sistema de saúde de “não universal”, cujo paradigma é o modelo existente nos Estados Unidos da América, onde entidades gestoras de cuidados, Managed Care Organizations, são chamadas a desempenhar um papel central no acesso e prestação de cuidados de saúde. O vasto campo de investigação representado pela problemática do acesso a cuidados de saúde e a necessidade de limitar o trabalho de investigação subjazem à definição de quatro vertentes a analisar: (a) a existência ou não de uma base legal que preveja e regule o exercício do direito de acesso a cuidados de saúde; (b) o conteúdo deste direito no âmbito de cada um dos sistemas em estudo; (c) as condições de concretização do acesso a cuidados de saúde em ambos os sistemas, e, por último (d) a existência de garantias de efectivação do mesmo. Analisados os sistemas em estudo à luz das vertentes apresentadas, concluímos que a existência de um quadro normativo próprio, que explicite o conteúdo e condições de efectivação do direito, apresenta maiores garantias de concretização do exercício do Direito de Acesso a Cuidados de Saúde, entendendo-se que um sistema de acesso dependente da actuação de entidades gestoras de cuidados não beneficia o acesso a cuidados de saúde, nomeadamente por não garantir equidade no momento de procura e necessidade de cuidados. Os dados apresentados foram recolhidos através do recurso a uma metodologia qualitativa. A análise documental foi aplicada na recolha dos dados relativos à evolução e caracterização dos sistemas, bem como às condições de acesso. No âmbito do sistema de saúde de acesso universal, ou seja, o caso português, procedeu-se essencialmente à análise dos normativos aplicáveis. No que se refere ao sistema de saúde norte-americano, na ausência de base legal aplicável, recorreu-se sobretudo à análise de literatura e documentos. A participação no vi Second Biennal Seminar in Law and Bioethics1 e na 30th Annual Health Law Professors Conference2, realizados em Bóston, EUA, em Julho de 2007, permitiram uma melhor percepção da actual situação da prestação de cuidados naquele País, nomeadamente de algumas das reformas em curso, bem como um melhor entendimento das características do sistema prestador norte-americano em si mesmo. 1 Seminário organizado nos dias 30 e 31 de Maio, numa colaboração entre a Escola Nacional de Saúde Pública e o Departamento de Direito da saúde, Bioética e Direitos Humanos da Escola de Saúde Pública da Universidade de Bóston, sob o tema: “Law and ethics in rationing Access to care in a high-cost global economy”. A nossa participação deveu-se a um convite da Prof.ª Paula Lobato de Faria para colaborar na sessão sobre o sistema de saúde português. 2 Reunião realizada em Bóston nos dias 31 de Maio a 2 de Junho, sobretudo a sessão dedicada ao tema “New Models for Reform”, sobre os novos modelos de sistema de saúde em desenvolvimento nos EUA.

Responsible research and innovation: a global perspective

Based on the paper presented at the Doctorate Conference on Technologogy Assessment in July 2013 at the University Nova Lisboa, Caparica campus

Responsible research and innovation: a global perspective

Based on the paper presented at the Doctorate Conference on Technologogy Assessment in July 2013 at the University Nova Lisboa, Caparica campus

A publicidade na advocacia

The aim of this dissertation is the analysis of the rules on advertising in advocacy. Presently this is a controversial issue that is far from being consensual. As we will demonstrate through the text, the arguments presented are, one the one hand, a safeguard of the deontological values of the profession that govern this professional class and, on the other hand, the interests of the legal service providers, in the current context. Opinions differ substantially among professionals who exercise the profession in individual practice, that defend balanced and fair rules to assert the true brightness of the professional lawyer, and those who work in an organized structure, such as the law firms, who defend more flexible rules in advertising and promoting the offices. Currently the rules of advertising for lawyers are provided by article 89º of the Statue of the Portuguese Bar Association. However, these rules will soon suffer adjustments that will take into consideration the Law no. 2/2013 of january 10, which will extend the scope of advertising for public associations, in order to increase the competition among these, at national or European level. Following this logic, arguments such as unequal access to available means of advertising for financial reasons or that the better publicized service is not always the most advantageous to the costumer will be analyzed and criticized.

The integration of online advertising: The effects of source expertise and certainty level of the message on consumer involvement and persuasion in the context of user-generated advertising

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The effectiveness of the Media Smart Program on promoting the critical thinking of children towards the use of celebrities in television advertising

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Efficient advertising strategies for the fragrance market

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Dimensions of source credibility in the case of user-generated advertisements

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The compliance function in banking: Perspective and future in the age of globalization

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Why is the make-up consumption in Portugal so low?

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics