应用解析水平理论考察时间距离对决策的影响

Construal Level Theory is a kind of social cognitive theory, with the main conclusion of that the more time distance is, the more people use high level construal and the more high level construal affect in judging, decision making and such of these cognitive processes, and the low level construal has the mirror process as well. In these ten years, construal level theory is developing very fast and some of the researches of consumer behavior has concerned this developed trend very much. In 2007’s Journal of Consumer psychology, half of the papers focused on construal topics and ask for more researches about these topics. So our research mainly focused on such topics, the application of construal level theory in consumer behavior research. The first part is contained 3 experiments which mean to discuss the questions from reviewing the prior literatures. The research methods, manipulated definition, construal level factors VS construal level events are the goal of first part of this study. The results showed that construal level’s effect might be a consecutive variable and has a consecutive trend when time goes by. Time distance might not be a semantic cognitive effect to construal level but a internal ones for when there’s no verbal information of time distance the results would have the same one as well. The second part of the study is focus on a simplified model of decision-making, which contained two times decision-making, to detect whether and how would the prior decision making affect the next decision making. The study conducted the time distance in first decision making with the situation for the decision and conducted the second time distance in the time distance between the two decision situations. Although we couldn’t get the detail of the weight changes in construal level factors limited by our research, we can have a logical hypothesis based on “one-down- the other-up”. The results showed that the level of construal factors can affect the memory and the more the factors affected, the bigger the error would be. The first time distance and second time distance could effect the second decision in a interaction-way, and support the hypothesis. The whole research is mean to explore the application of construal level theory in consumer behavior research. The conclusion suggests that the periods of products and the consuming may need different marketing strategies in a long-term perspective and time distance should be control are detected in marketing analysis even there’s no time information on the paper.

O consumo de alimentos funcionais – atitudes e comportamentos

Dissertação de Mestrado apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências da Comunicação, com especialização em Marketing e Comunicação Estratégica.

Globalization and basketball in China: governance, market and culture

Chinese sports are developing under very complex and unique political, economic, and cultural circumstances in the global age. This study aims to investigate the process of globalization in basketball through an examination of its multidimensional manifestations. The study aligns itself with Ritzer’s (2003, 2007b) conceptualization of dichotomizing the process of globalization into grobalization and glocalization. On that basis, the trajectory of basketball globalization in China is identified as the result of a contextual and competing interplay between the penetration of the NBA and the consequent engagement of Chinese basketball. A qualitative methodological approach was conducted to achieve the research aim. Data were collected from a number of sources, including official documents and semi-structured interviews with relevant basketball participants. The study reveals that globalization and basketball in China, in the political and institutional dimension, is a conflicting process. The universalization of the NBA’s governance model could not be fully assimilated due to the centralization of power in the Chinese government, which is hindering the further professionalization and marketization of basketball. In the economic dimension, the globalization process is seen to interplay with the local basketball market, which is growing thanks to the adaption of the NBA’s marketing strategies. In the cultural dimension, the study demonstrates that the NBA has to some extent cosmopolitanized and consumerized Chinese basketball culture, while resistance from both the state and the Chinese people has risen, creolizing the globalization of basketball culture in China.

A rising e-channel tide lifts all boats? the impact of manufacturer multi-channel encroachment on traditional selling and leasing

Organizing and managing channels of distribution is an important marketing task. Due to the emergence of electronic commerce on the Internet, e-channel distribution systems have been adopted by many manufacturers. However, academic and anecdotal evidence both point to the pressures arising from this new e-channel manufacturing environment. Questions marks therefore remain on how the addition of this e-channel affects the traditional marketing strategies of leasing and selling. We set up several two-period dual-channel models in which a manufacturer sells a durable product through both a manufacturer-owned e-channel and an independent reseller (leaser) who adopts selling (leasing) to consumers. Our main results indicate that, direct selling cost aside, product durability plays an important role in shaping the strategies of all members. With either marketing strategy, the additional expansion of an e-channel territory may secure Pareto gains, in which all members benefit.

O potencial de produção e comercialização de uvas "D. Maria" em Portugal

A produção de uva de mesa “Dona Maria”, casta 100% nacional criada e obtida nos anos 50 na antiga Estação Agronómica Nacional, em Oeiras, pelo engenheiro-agrónomo Leão Ferreira de Almeida, vem decrescendo ano após ano como resultado do desinteresse e abandono por parte dos agricultores. É uma uva muito doce, com bagos grandes e apreciada pelos portugueses que sentem cada vez mais dificuldades em encontrá-la no mercado. Este estudo de caso tem como objetivos verificar o porquê de tão pouca produção desta uva por parte dos agricultores e sugerir através de ferramentas e estratégias de marketing formas de fazer com que a uva seja mais conhecida e consumida pelo mercado português. No intuito de valorizar e consumir o que é nacional, a uva “Dona Maria” é uma excelente opção para o consumo em fresco ou na forma de passa, em cantinas de escolas e universidades. Os investimentos em novas tecnologias de produção e investigação por parte dos produtores também são uma boa opção para rentabilizar a casta e fazer com que ela não desapareça do mercado, o que seria desastroso na perspectiva cultural e económica; ### Abstract: The production of the table grape “Dona Maria”, a 100% national Portuguese grape variety, created and produced in the 1950s in the former National Agricultural Station (EAN) in Oeiras, Portugal, by Leão Ferreira de Almeida, has been decreasing year after year as a result of lack of interest and abandonment on behalf of producers. It is a very sweet grape with big berries and is highly appreciated by the Portuguese, who find it ever more difficult to find it in the marketplace. This case study´s objectives were to investigate the shortage of production by growers, and to suggest through marketing strategies and tools, ways to make this grape better known and more consumed by the Portuguese market. Within the scope of highlighting and promoting this national product, “Dona Maria” grape is an excellent option either as a fresh consumable or raisin in school and university restaurants. Investment in new production technologies and research are also a good choice and direction to promote the variety and avoid its disappearance from the market, which would be disastrous both culturally and economically.

Various Joyful Encounters with the Dystopias of Affective Capitalism

This article contends that what appear to be the dystopic conditions of affective capitalism are just as likely to be felt in various joyful encounters as they are in atmospheres of fear associated with post 9/11 securitization. Moreover, rather than grasping these joyful encounters with capitalism as an ideological trick working directly on cognitive systems of belief, they are approached here by way of a repressive affective relation a population establishes between politicized sensory environments and what Deleuze and Guattari (1994) call a brain-becoming-subject. This is a radical relationality (Protevi, 2010) understood in this context as a mostly nonconscious brain-somatic process of subjectification occurring in contagious sensory environments populations become politically situated in. The joyful encounter is not therefore merely an ideological manipulation of belief, but following Gabriel Tarde (as developed in Sampson, 2012), belief is always the object of desire. The discussion starts by comparing recent efforts by Facebook to manipulate mass emotional contagion to a Huxleyesque control through appeals to joy. Attention is then turned toward further manifestations of affective capitalism; beginning with the so-called emotional turn in the neurosciences, which has greatly influenced marketing strategies intended to unconsciously influence consumer mood (and choice), and ending with a further comparison between encounters with Nazi joy in the 1930s (Protevi, 2010) and the recent spreading of right wing populism similarly loaded with political affect. Indeed, the dystopian presence of a repressive political affect in all of these examples prompts an initial question concerning what can be done to a brain so that it involuntarily conforms to the joyful encounter. That is to say, what can affect theory say about an apparent brain-somatic vulnerability to affective suggestibility and a tendency toward mass repression? However, the paper goes on to frame a second (and perhaps more significant) question concerning what can a brain do. Through the work of John Protevi (in Hauptmann and Neidich (eds.), 2010: 168-183), Catherine Malabou (2009) and Christian Borch (2005), the article discusses how affect theory can conceive of a brain-somatic relation to sensory environments that might be freed from its coincidence with capitalism. This second question not only leads to a different kind of illusion to that understood as a product of an ideological trick, but also abnegates a model of the brain which limits subjectivity in the making to a phenomenological inner self or Being in the world.

Marketingstrategies for academic libraries

This assignment is about the development of a general strategic marketing plan for academic libraries in Germany and can be used as a guideline for libraries that want to develop concrete marketing strategies for several products and services. Two examples of marketing projects are at its end presented for linking theoretical approaches to practice. Finally the development of an own marketing strategy for “information literacy” builds the last part of the assignment.

Internacionalização do vinho do Porto – estudo de caso Grupo Sogevinus

Dissertação apresentada ao Instituto Superior de Contabilidade para a obtenção do Grau de Mestre em Empreendedorismo e Internacionalização Orientada por Professor Doutor José Freitas Santos

O impacto do patrocínio na intenção de compra dos consumidores: estudo do caso do patrocínio da volta a Portugal pela Liberty Seguros

O patrocínio, enquanto meio de comunicação, tem assumido uma importância cada vez maior nas estratégias de marketing das organizações. O mercado empresarial atual obriga a que as marcas encontrem formas diferentes das convencionais de comunicar com os seus clientes e passar-lhes a sua mensagem. Assim, as empresas procuram, por via do patrocínio, interagir com os consumidores e criar laços afetivos que os liguem às marcas que representam. A presente investigação procura perceber de que forma uma ação de patrocínio pode ter impacto na intenção de compra dos consumidores relativamente aos produtos/serviços da marca patrocinadora. Pretende-se igualmente explorar os efeitos da congruência entre o evento patrocinado e a marca patrocinadora, da atitude relativamente ao evento patrocinado e da atitude relativamente à marca patrocinadora na intenção de compra dos consumidores. Os resultados obtidos confirmam que o patrocínio tem influência na intenção de compra dos consumidores em relação aos produtos/serviços da marca patrocinadora do evento. Confirmam também que a congruência entre o evento e a marca, a atitude relativamente à marca e a atitude relativamente ao evento são variáveis que se encontram interligadas e que exercem um efeito de influência entre si, bem como em relação à intenção de compra dos consumidores.

A relação entre satisfação de cliente e word-of-mouth

Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Efeito país de origem e etnocentrismo: caso dos vinhos espumantes italianos

Dissertação de Mestrado Mestrado em Empreendedorismo e Internacionalização Orientada por Mestre Anabela Ribeiro

O impacto do patrocínio na atitude e intenção de compra dos consumidores: estudo do caso do patrocínio do Festival NOS Alive

Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Conceção de uma aplicação com vista à modernização do programa de fidelização dos Cinemas NOS

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

App mobile “My Corine de Farme”

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Otimização do sítio web e google adwords

Relatório de estágio apresentado ao Instituto de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Empreendedorismo e Internacionalização, sob orientação de Doutora Ana Azevedo.