Neuromarketing e o consumidor virtual

As neurociências aliadas ao marketing, constituem um novo paradigma com grande potencial, no que diz respeito ao conhecimento profundo do consumidor e do seu comportamento de compra: o Neuromarketing. O Neuromarketing tem uma forte componente científica que estuda e define fisiologicamente os mecanismos subjacentes à cognição, com foco específico nas bases neurais dos processos mentais e suas manifestações comportamentais e uma componente económica e social em que os Marketeers se questionam acerca dos métodos tradicionais para conhecer profundamente o seu cliente e aplicar em toda a sua potencialidade o marketing one-to-one, criar relações de fidelidade e evitar a falta de diferenciação que ainda se verifica em algumas empresas. Na óptica do consumidor este tema é ainda desconhecido e podemos afirmar com alguma certeza que também será um pouco assustador pensar que seja possível conhecer tão bem o nosso cérebro e a nossa maneira de pensar enquanto consumidores, que nos consigam “manipular” no momento da decisão de compra. O presente estudo tem como finalidade perceber o que pensa o consumidor desta nova área, o que sente em relação aos métodos usados em Neuromarketing e se já têm alguma percepção de que diariamente já são confrontados com técnicas de Neuromarketing e ainda, o que pensam delas.

Study of behavioural and neural bases of visuo-spatial working memory with an fMRI paradigm based on an n-back task

The goal of this study was to propose a new functional magnetic resonance imaging (fMRI) paradigm using a language-free adaptation of a 2-back working memory task to avoid cultural and educational bias. We additionally provide an index of the validity of the proposed paradigm and test whether the experimental task discriminates the behavioural performances of healthy participants from those of individuals with working memory deficits. Ten healthy participants and nine patients presenting working memory (WM) deficits due to acquired brain injury (ABI) performed the developed task. To inspect whether the paradigm activates brain areas typically involved in visual working memory (VWM), brain activation of the healthy participants was assessed with fMRIs. To examine the task's capacity to discriminate behavioural data, performances of the healthy participants in the task were compared with those of ABI patients. Data were analysed with GLM-based random effects procedures and t-tests. We found an increase of the BOLD signal in the specialized areas of VWM. Concerning behavioural performances, healthy participants showed the predicted pattern of more hits, less omissions and a tendency for fewer false alarms, more self-corrected responses, and faster reaction times, when compared with subjects presenting WM impairments. The results suggest that this task activates brain areas involved in VWM and discriminates behavioural performances of clinical and non-clinical groups. It can thus be used as a research methodology for behavioural and neuroimaging studies of VWM in block-design paradigms.

Vir sapiens dominabitur astris: astrological knowledge and practices in the Portuguese medieval court (king João I to king Afonso V)

Dissertação apresentada para cumprimento dos requisitos necessários à obtenção do grau de Mestre em História Medieval

Adolescents and School Asthma Knowledge and Attitudes

Introduction: bronchial asthma is a chronic disease that affects a high percentage of adolescents, with a significant restriction of daily activities, and is a cause of school absenteeism. The relationships between adolescents and asthma disease in school were assessed, with a view to improving knowledge about the asthmatic adolescent. Methods: a survey was conducted in the Lisbon metropolitan area, covering urban (Lisbon) and rural (Lourinh˜a ) zones and including 1879 students and 81 teachers from the 7th to 9th high school years. The study groups were asthmatic students, their peers, and teachers. A self-administered questionnaire was applied to collect information. The results were compared with a reference group of 91 asthmatic students attending our Department of Immunoallergy-Hospital Dona Estefânia. Cotinine urinary measurements were made in a sample of asthmatics and a control group. Results: the prevalence of current asthma among students was 10%. Estimates of asthma annual burden among 7th to 9th year students from Lisbon and Lourinh˜a high schools included 4,307 days missed from school, 4,148 medical consultations and a minimum of 351 hospital emergency care and 80 hospital admissions. Exposure to passive smoking was not significantly different between asthmatic students and theirs peers. Cotinine urinary measurements did not discriminate between exposed and non-exposed individuals. Cigarette smoking was almost as common among adolescent asthmatics (5.4%) as it was in non-asthmatic subjects (6.7%). However, 55% of asthmatics mentioned active and passive smoking as an asthma exacerbating factor. Asthmatic students, theirs peers and teachers showed a deficient knowledge about asthma (mean group scores: 17.6; 14.2 and 17.7 of a possible 30), particularly in the areas related to asthma recognition and its management. Asthmatics attending our Allergy Department had the highest scores. All groups showed tolerance in the sense of a positive and understanding attitude toward a person with asthma. However, traditional beliefs about asthma disease (dependence, inferiority...) were confirmed. A positive correlation between knowledge levels and tolerance attitudes was found. Conclusion: in view of the dimension of the asthma problem in adolescence and its social and economic impact, it is justifiable to assess the need for the implementation of asthma education programs in schools in order to improve asthma management by the adolescents and their schools.

Bases Clínicas e Laboratoriais para o Diagnóstico e Compreensão das Doenças Metabólicas Neonatais

The authors divide neonatal metabolic diseases into two major groups: intoxication and energy deficiency. The main signs which allow for the suspicion of the diagnosis are indicated for each group. The complementary examinations to be carried out by the Clinical Pathology Service of the Central Hospital and those which must be carried out by the metabolic diseases Reference Centre are reviewed. Based on the clinical framework and on the examination results, the authors establish five syndromatic groups to orientate diagnosis. The authors conclude by presenting differential diagnosis tables based on the original systematic classification by Jean-Marie Saudubray, with up-dated modifications from their own experience.

The relationship between knowledge acquisition on international assignments and career development: an exploratory study with portuguese repatriates

This paper explores the relationship between the expatriates’ knowledge acquisition (KA) and their career development after an international assignment (IA). The purpose of this paper is to examine the role of expatriates in KA and transfer within International Portuguese multinational corporations. Furthermore, with this empirical study we try to analyse how the knowledge that is acquired and transferred translates into a basis for career development after the IA. This phenomenon has a special relevance in the Portuguese context, because this country is known a growing process of globalization in recent years. Furthermore, (a) there are no empirical studies concerning knowledge transfer and career development of repatriates from Portuguese companies; (b) little is known about the repatriates’ contributions to their home company after IA. This paper is one of the first to focus specifically on the repatriates’ role in KA and transfer from the host company to their Portuguese home company. A qualitative research methodology is used, specifically through an exploratory case study approach, which examines how knowledge management (KM) acquisition or transferring during IA are important for the repatriates’ career development in the Portuguese home company. Data were collected through semi-structured interviews to 42 Portuguese international assignees and 18 organizational representatives from nine Portuguese companies. Preliminary results show that KA and transfer made by Portuguese expatriates contributes directly to their career development. Moreover, evidence reveals that not all repatriates were promoted after their IA; rather some repatriates were even demoted after their IA. Furthermore, the results obtained suggest that the type of knowledge which acquired or transferred plays a central role in the career development after repatriation. According to these results, the paper discusses the major theoretical and practical implications. Suggestions for future research are also presented.

Relatório de estágio em educação pré-escolar e ensino do 1º ciclo do ensino básico

presente relatório de qualificação profissional foi elaborado no âmbito da Unidade Curricular de Prática Pedagógica Supervisionada, inserida no plano de estudos do mestrado profissionalizante em Educação Pré-Escolar e Ensino do 1º Ciclo do Ensino Básico. Intenta evidenciar o desenvolvimento de competências pessoais e profissionais pela estudante nos níveis educativos já referenciados, visando a construção de um perfil docente generalista. Em primeiro lugar, fundamenta-se o desenvolvimento uma ação dotada de intencionalidade num quadro teórico-concetual, construído ao longo do percurso formativo da mestranda, nos normativos legais em vigor, nas características dos contextos educativos que integrou e nos conhecimentos sobre cada criança. Posteriormente, apresenta-se através de uma análise crítica e reflexiva, o desenvolvimento vivenciado pela discente ao longo dos períodos de estágio que visava promover a progressiva autonomia e responsabilização pela ação docente. A metodologia de investigação-ação foi fundamental na construção das bases do perfil profissional da mestranda pois alicerçou o desenvolvimento da práxis e estruturou os processos de observação, planificação, ação, avaliação e reflexão. Esta metodologia e as estratégias e instrumentos formativos que a integram e que se adotaram nos dois níveis educativos fomentaram a transformação e a melhoria da prática educativa, através do desenvolvimento de competências reflexivas, investigativas e indagadoras. O processo vivenciado promoveu simultaneamente o desenvolvimento da estudante e a construção de aprendizagens por parte das crianças, constituindo-se como a primeira etapa de uma aprendizagem ao longo da vida com vista à constante adaptação e transformação do conhecimento praxeológico.

A framework for supporting knowledge representation – an ontological based approach

Dissertação para obtenção do Grau de Mestre em Engenharia Electrotécnica e de Computadores

Effects of a mental health training program on health care worker's knowledge and attitude and practice in Belize

ABSTRACT This study was conducted to assess mental health knowledge, attitude and practices among health care workers in Belize before and immediately after a competency based training program in mental health. A baseline Knowledge, Attitudes and Practices (KAP) survey was given to health personnel, mainly nurses, working primary and secondary care. The intervention was a 13-week face-to-face training course for health care professionals with the objective of increasing their competency in mental health and reducing stigma. After the training a post intervention KAP survey was conducted among the original respondents. 88 health care workers completed the baseline survey and 61 of those respondents completed the post-intervention questionnaire. The results showed that the level of knowledge of the participants had improved by the training intervention and that in general, the intervention was effective in correcting some misconceptions about mental illness and reducing stigmatizing attitudes among the participants.

Depressão – Bases Biológicas e Princípios do Tratamento Farmacológico

Introdução: Na criança e no adolescente os episódios depressivos podem apresentar-se como tristeza generalizada, anedonia (característica bastante típica da 1ªInfância), tédio ou irritabilidade (que substitui muitas vezes o humor depressivo) e sentimento de indiferença perante actividades que anteriormente causavam prazer. É a presença de comprometimento funcional que distingue a depressão dos “altos e baixos” normais da infância e adolescência. Estima-se que a prevalência de depressão na 2ª Infância seja de 1-2%. Esta prevalência aumenta proporcionalmente com a idade, podendo atingir, no fim da adolescência, os 20%. O diagnóstico pode ser difícil: por vezes a irritabilidade e as alterações do comportamento dominam o quadro clínico. Objectivos: Este trabalho tem como principais objectivos fazer uma revisão das teorias biólogicas existentes e abordar, sucintamente, o tratamento farmacológico da depressão, dando ênfase aos fármacos mais utilizados em Psiquiatria da Infância e da Adolescência. Resumo: Trata-se de um trabalho de revisão bibliográfica onde serão abordados conceitos farmacológicos chave como as definições de Resposta, Remissão, Recuperação, Recaída, Recorrência, bem como o funcionamento dos neurónios e circuitos monoaminérgicos (noradrenérgicos, serotoninérgicos e dopaminérgicos). Nas bases biológicas da depressão serão enfatizadas as teorias da monoamina e dos receptores de neurotransmissores. Abordar-se-á de modo sucinto a influência dos receptores de monoaminas na transdução de sinal e regulação da expressão de genes. O vasto grupo farmacológico dos antidepressivos engloba, entre outros, os inibidores da monoamina oxidase, os antidepressivos tricíclicos e os inibidores selectivos da recaptação da serotonina. Não se pretendendo uma revisão exaustiva, tentar-se-á salientar os grupos mais importantes e os novos antidepressivos. Sendo a Infância e a Adolescência uma faixa etária para a qual existem poucos estudos de eficácia vs efeitos secundários dos antidepressivos, tentaremos salientar os fármacos melhor estudados e aqueles que estão recomendados.

Knowledge repository framework for crowdsourcing innovation intermediary: a proposal

A crowdsourcing innovation intermediary performs mediation activities between companies that have a problem to solve or that seek a business opportunity, and a group of people motivated to present ideas based on their knowledge, experience and wisdom, taking advantage of technology sharing and collaboration emerging from Web2.0. As far as we know, most of the present intermediaries don´t have, yet, an integrated vision that combines the creation of value through community development, brokering and technology transfer. In this paper we present a proposal of a knowledge repository framework for crowdsourcing innovation that enables effective support and integration of the activities developed in the process of value creation (community building, brokering and technology transfer), modeled using ontology engineering methods.

Harmonização de bases de dados com informação geográfica de fontes distintas

Relatório de Estágio apresentado para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Gestão do Território especialização em Detecção Remota e Sistemas de Informação Geográfica

Contributos para a implementação e utilização de um ambiente de aprendizagem online de Inglês como língua estrangeira, com bases em tecnologias assíncronas e síncronas

Dissertação apresentada para cumprimento dos requisitos necessários à obtenção do grau de Doutor em Ciências da Educação, Especialidade de Tecnologias, Redes e Multimédia na Educação e Formação