Fatores visuais de design e sua influência nos valores de compra do consumidor

Este artigo explora o tema das experiências dos consumidores nos ambientes físicos oferecidos pelas empresas de serviços, avaliando o impacto de fatores visuais de design sobre a percepção de valor por parte dos clientes de um ponto de venda com autosserviço. Foram identificados os valores de compra dos usuários e as características de design percebidas no âmbito do varejo de autosserviço, envolvendo leiaute, sinalização e iluminação presentes no ambiente. O valor de compra, considerado uma resposta interna do consumidor ao ambiente de varejo, incluiu dimensões utilitárias e hedônicas. O método aplicado foi o cross-sectional survey, com a aplicação de questionário a 274 estudantes universitários, os quais manifestaram sua percepção de três diferentes livrarias com autoatendimento, ilustradas por fotos. Os resultados obtidos apontaram quatro características de design com influência significativa na formação de valor de compra dos consumidores sob a perspectiva utilitária e hedônica.

Sponsoring, brand value and social media

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

Factores que inciden en el habito de fumar de escolares de educación basica y media del Chile

INTRODUCCIÓN: Considerando la indiscutible evidencia de los efectos adversos del tabaco, para la salud, millones de personas continúan fumando. La situación es de mayor gravedad, ya que muchos de estos fumadores y la mayoría de los nuevos fumadores, tanto en Chile, como en otros países, son adolescentes. Los objetivos de este estudio fueron determinar la prevalencia de tabaquismo en escolares chilenos y cuantificar el impacto relativo que ejercen factores socioeconómicos, socioculturales, familiares, de exposición a medios de comunicación de masas, demográficos, educacionales y psicosociales, sobre la prevalencia de tabaquismo. MATERIAL E MÉTODO: Se seleccionó una muestra aleatoria, representativa de 2.967 escolares de educación básica y media de la Región Metropolitana de Chile, proporcional de acuerdo al curso(IV, VI, y VIII año básico y I y IV año medio), sexo, tipo de colegio y área geográfica. La prevalencia de tabaquismo se determinó mediante un cuestionario autoadministrado. El nivel socioeconómico(NSE) se midió por medio del método de Graffar modificado, midiéndose además, las condiciones familiares, la exposición a medios de comunicación de masas y factores psicosociales. El rendimiento escolar se determinó mediante un test de castellano y matemáticas, al mismo tiempo que se registraron otras variables educacionales. El análisis estadístico incluyó análisis de varianza, test de la t de Student y test de Scheffe para comparación de medias, correlación, regresión múltiple stepwise, chi-cuadrado y la metodología del enfoque de riesgo de OPS/OMS, para el cálculo del riesgo relativo simple (RR). RESULTADOS: La prevalencia de tabaquismo (10,6%) aumentó significativamente con la edad, de 1,3% en los escolares menores de 13 años, a 15,4% y 36,9%, en los adolescentes entre 13-15 años y ³ 16 años, respectivamente (p< 0,001), a la vez que fue mayor en los escolares de sexo femenino. El grado de placer(r=0,499 p<0,001), el grado de rebeldía(r=0,124 p<0,0001), el grado de recreación familiar (r=-0,131 p<0,0001) y el porcentaje de asistencia al colegio(r=-0,118 p< 0,0001), fueron las variables independientes con el mayor poder explicatorio en la varianza del tabaquismo (r²= 0,2860), pero el grado de placer fue la variable con el mayor poder explicatorio en la varianza explicada (89,2%) y con el mayor RR (34,3). El impacto relativo de las variables independientes sobre el tabaquismo experimentó diferencias de acuerdo a la edad, sexo y NSE. CONCLUSIONES: Nuestros resultados han demonstrado que el grado de placer, el grado de rebeldía, el grado de recreación familiar y el porcentaje de asistencia al colegio, fueron las variables independientes que mayormente contribuyeron a explicar el tabaquismo. Estos hallazgos podrían ser de utilidad para las políticas educacionales y de salud focalizadas a la población escolar, con el objeto de prevenir este importante factor de riesgo para la salud de la población.

Child-care attendance and common morbidity: evidence of association in the literature and questions of design

Papers on child-care attendance as a risk factor for acute respiratory infections and diarrhea were reviewed. There was great variety among the studies with regard to the design, definition of exposure and definition of outcomes. All the traditional epidemiological study designs have been used. The studies varied in terms of how child-care attendance in general was defined, and for different settings. These definitions differed especially in relation to the minimum time of attendance required. The outcomes were also defined and measured in several different ways. The analyses performed were not always appropriate, leading to sets of results of uneven quality, and composed of different measures of association relating different exposures and outcomes, that made summarizing difficult. Despite that, the results reported were remarkably consistent. Only two of the papers reviewed failed to show some association between child-care attendance and increased acute respiratory infections, or diarrhea. On the other hand, the magnitude of the associations reported varied widely, especially for lower respiratory infections. Taken together, the studies so far published provide evidence that children attending child-care centers, especially those under three years of age, are at a higher risk of upper respiratory infections, lower respiratory infections, and diarrhea. The studies were not consistent, however, in relation to attendance at child-care homes. Children in such settings were sometimes similar to those in child-care centers, sometimes similar to those cared for at home, and sometimes presented an intermediate risk.

BASS 4: a software system for ergonomic design and evaluation of working hours

OBJECTIVE: To extend an existing computer programme for the evaluation and design of shift schedules (BASS 3) by integrating workload as well as economic aspects. METHODS: The redesigned prototype BASS 4 includes a new module with a suitable and easily applicable screening method (EBA) for the assessment of the intensity of physical, emotional and cognitive workload components and their temporal patterns. Specified criterion functions based on these ratings allow for an adjustment of shift and rest duration according to the intensity of physical and mental workload. Furthermore, with regard to interactive effects both workload and temporal conditions, e.g. time of day, are taken into account. In a second new module, important economic aspects and criteria have been implemented. Different ergonomic solutions for scheduling problems can now also be evaluated with regard to their economic costs. RESULTS: The new version of the computer programme (BASS 4) can now simultaneously take into account numerous ergonomic, legal, agreed and economic criteria for the design and evaluation of working hours. CONCLUSIONS: BASS 4 can now be used as an instrument for the design and the evaluation of working hours with regard to legal, ergonomic and economic aspects at the shop floor as well as in administrative (e.g. health and safety inspection) and research problems.

Performance of a Brazilian population on the test of functional health literacy in adults

OBJECTIVE: To analyze the scoring obtained by an instrument, which evaluates the ability to read and understand items in the health care setting, according to education and age. METHODS: The short version of the Test of Functional Health Literacy in Adults was administered to 312 healthy participants of different ages and years of schooling. The study was conducted between 2006 and 2007, in the city of São Paulo, Southeastern Brazil. The test includes actual materials such as pill bottles and appointment slips and measures reading comprehension, assessing the ability to read and correctly pronounce a list of words and understand both prose passages and numerical information. Pearson partial correlations and a multiple regression model were used to verify the association between its scores and education and age. RESULTS: The mean age of the sample was 47.3 years(sd=16.8) and the mean education was 9.7 years(sd=5; range: 1 - 17). A total of 32.4% of the sample showed literacy/numeracy deficits, scoring in the inadequate and marginal functional health literacy ranges. Among the elderly (65 years or older) this rate increased to 51.6%. There was a positive correlation between schooling and scores (r=0.74; p<0.01) and a negative correlation between age and the scores (r=-0.259; p<0.01). The correlation between the scores and age was not significant when the effects of education were held constant (rp=-0.031, p=0.584). A significant association (B=3.877, Beta =0.733; p<0.001) was found between schooling and scores. Age was not a significant predictor in this model (B=-0.035, Beta=-0.22; p=0.584). CONCLUSIONS: The short version of the Test of Functional Health Literacy in Adults was a suitable tool to assess health literacy in the study population. The high number of individuals classified as functional illiterates in this test highlights the importance of special assistance to help them properly understand directions for healthcare.

Short Assessment of Health Literacy for Portuguese-speaking Adults

OBJECTIVE: To develop and validate a short health literacy assessment tool for Portuguese-speaking adults. METHODS: The Short Assessment of Health Literacy for Portuguese-speaking Adults is an assessment tool which consists of 50 items that assess an individual's ability to correctly pronounce and understand common medical terms. We evaluated the instrument's psychometric properties in a convenience sample of 226 Brazilian older adults. Construct validity was assessed by correlating the tool scores with years of schooling, self-reported literacy, and global cognitive functioning. Discrimination validity was assessed by testing the tool's accuracy in detecting inadequate health literacy, defined as failure to fully understand standard medical prescriptions. RESULTS: Moderate to high correlations were found in the assessment of construct validity (Spearman's coefficients ranging from 0.63 to 0.76). The instrument showed adequate internal consistency (Cronbach's alpha=0.93) and adequate test-retest reliability (intraclass correlation coefficient=0.95). The area under the receiver operating characteristic curve for detection of inadequate health literacy was 0.82. A version consisting of 18 items was tested and showed similar psychometric properties. CONCLUSIONS: The instrument developed showed good validity and reliability in a sample of Brazilian older adults. It can be used in research and clinical settings for screening inadequate health literacy.

Assessing usual dietary intake in complex sample design surveys: the National Dietary Survey

The National Cancer Institute (NCI) method allows the distributions of usual intake of nutrients and foods to be estimated. This method can be used in complex surveys. However, the user must perform additional calculations, such as balanced repeated replication (BRR), in order to obtain standard errors and confidence intervals for the percentiles and mean from the distribution of usual intake. The objective is to highlight adaptations of the NCI method using data from the National Dietary Survey. The application of the NCI method was exemplified analyzing the total energy (kcal) and fruit (g) intake, comparing estimations of mean and standard deviation that were based on the complex design of the Brazilian survey with those assuming simple random sample. Although means point estimates were similar, estimates of standard error using the complex design increased by up to 60% compared to simple random sample. Thus, for valid estimates of food and energy intake for the population, all of the sampling characteristics of the surveys should be taken into account because when these characteristics are neglected, statistical analysis may produce underestimated standard errors that would compromise the results and the conclusions of the survey.

ERICA: use of screens and consumption of meals and snacks by Brazilian adolescents

ABSTRACT OBJECTIVE To describe the length of exposure to screens and the prevalence of consumption of meals and snacks by Brazilian adolescents in front of screens. METHODS We evaluated 74,589 12 to 17-year old adolescents from 1,247 schools in 124 Brazilian municipalities. A self-administered questionnaire was used. Its segment regarding nutrition contained questions about using TV, computers, and video game systems, having meals while watching TV, and consuming snacks in front of screens. Consumption of meals and snacks in front of screens was analyzed according to the following variables: geographical region, gender, age range, type of school (public or private), and school shift. The prevalences and their respective 95% confidence intervals were estimated under a complex sampling design. RESULTS A great deal of the adolescents (73.5%, 95%CI 72.3-74.7) reported spending two or more hours a day in front of screens. That habit was more frequent among male adolescents, private school students, morning shift students, and students from Brazil’s South region. More than half of the adolescents (56.6%, 95%CI 55.4-57.8) reported almost always or always having meals in front of TV, and 39.6% (95%CI 38.8-40.5) of them said they consumed snacks in front of screens exactly as often. Both situations were the most prevalent ones among the girls, who attended public schools and were from Brazil’s Midwest region. CONCLUSIONS Length of exposure to screens and consumption of meals and snacks almost always or always in front of screens are high among Brazilian adolescents. It is necessary to develop strategies aiming to reduce the length of screen use, considering the media reality that children and adolescents have been experiencing from earlier and earlier ages. That context must therefore be analyzed in an indissociable way.