The influence of emotional contagion on products evaluation

Emotional Contagion is the mechanism that includes mimicking and the automatic synchronization of facial expressions, vocalizations, postures, and movements with another person and, consequently, convergence of emotions between the sender and receiver. Researches of this mechanism conducted usually in the fields of Psychology and Marketing tends to investigate face-to-face interactions. However, the question remains to what extent, if any, emotional contagion may occur with facial expressions in photos, since many purchase situations are brought on by catalogues or websites. This thesis has the goal to verify this gap and, in addition, verify whether emotional contagion is more common in females than in males as stated in previous studies. Emotions have been studied because it is intuitively apparent that emotions affect the dynamics of the interaction between a salesperson and customers (Verbeke, 1997); in other words, emotions may significantly affect consumer behavior. Therefore, this thesis also verified whether the facial expressions that transmit emotions could be associated to product evaluations. To investigate these questions, an experiment was done with 171 participants, which were exposed to either smiling (positive emotion) or neutral advertising. The differences between the individual advertisements were limited to the facial expressions of figures in the advertisements (either smiling or neutral/without smiling). One specialist and two students analyzed videotaped records of the participants’ responses, and found that participants who saw the positive stimulus mimicked the picture (smiling back) confirming the Emotional Contagion in Photos (the first hypothesis). The second hypothesis was to analyze if there is difference based in gender. The results demonstrated that there is not a significant difference between genders; female and male equally suffer Emotional Contagion. The third hypothesis was related to whether the positive emotions vs. neutral emotions acquired from the positive facial expression in the photo are associated to a positive evaluation of the product also displayed in the photo. Evidences show that the ad with a positive expression could change more positively the attitude, the sympathy, the reliability, and the intention of purpose of the participant compared to those who were exposed to the neutral condition. Therefore, the analysis concludes that the facial expressions displayed in photos produce emotional contagion and may interfere on the evaluation product. A discussion of the theoretical and practical implications and limitations for these findings are presented.

Decision making naturalized: the interweaving of the unconscious, the emotional and the rational in decisions taken in a contigent world

Dadas as limitações e inadequações presentes, tanto no arquétipo do tomador de decisão como um agente racional, adotado nas teorias econômicas e gerenciais, quanto no estereótipo de um ser transcendental, tão presente na vida prosaica, se faz necessário substituí-los por uma nova perspectiva: onde o tomador de decisão é um animal emocional, frágil diante do acaso, e fruto de um processo evolutivo.

Factors influencing consumer decision in crowdfunding

Crowdfunding é um método recente e emergente de captar dinheiro para desenvolvimento de projetos (tanto orientados a lucro ou não) sem a intermediação tradicional de instituições financeiras, liberando empreendedores de custos, regulações e burocracia associada a essa prática. Além disso, também é um método de pré-testar novos produtos com um público selecionado e entusiasmado. O objetivo dessa dissertação é entender que fatores estão influenciando a decisão do consumidor de investir em projetos. A literatura contribui com: (1) fatores intrínsecos, como desejo de patronagem; (2) fatores extrínsecos, como a apresentação do projeto; e (3) pressão social. Há ainda fatores associados com o nível atual de captação e número de investidores, assim como tipo de projeto envolvido, sendo ele de caridade ou não. Além disso, atitudes também possuem um papel em afetar a decisão de compra. Para responder a pergunta de pesquisa, uma metodologia de duas fases foi usada: uma entrevista de profundidade para capturar intenção de investir e motivação, de forma a construir um processo de decisão que englobasse todas as possibilidades descritas pela literatura. Após essa pesquisa qualitativa, uma pesquisa quantitativa foi feita para validar as informações coletadas pela fase anterior e coletar dados adicionais para gerar uma associação entre intenção de investir e comportamento. Dentre as informações geradas pela fase qualitativa, temos o fato que a maioria dos investidores tiveram como principal motivação a compra do produto sendo oferecido como se eles estivessem participando de uma pré-venda. Entretanto, essa não foi a principal razão para o investidor de caridade. Além disso, os respondentes que pré-compraram os produtos o fizeram para única razão que esses produtos satisfizeram desejos que tinham. Esses desejos variavam, sendo desde saudade de jogos antigos como resolver um problema de organização da carteira. Outra característica da pré-compra foi que eles não investiam valores simbólicos, pela razão que se o fizessem não receberiam o produto em troca. Recompensas tiveram um grande papel em atrair os respondentes para investimento em valores maiores que consideravam anteriormente. Também é verdade para o investidor em caridade, que também doou mais. A fase quantitativa confirmou as informações acima e gerou informação extra sobre as categorias de produto. Projetos de caridade e arte concentraram a maioria dos respondentes que disseram que a principal razão para investir foi basicamente ajudar a desenvolver o projeto sem demandar um produto em retorno. Entretanto, outros projetos como Música também apresentaram altos números de comportamento caridoso, possivelmente por causa do envolvimento emocional com o artista. Outras categorias apresentaram um mix de razões para investir ou enviesado a comprar o produto apenas, o que pode ser explicado pelo efeito de recompensas e pelo fato que essas categorias estão simplesmente pré-vendendo produtos. Essa pesquisa também confirmou as principais fontes usadas para conhecer mais sobre os projetos: recomendação pessoal e blogs e fóruns. Outro resultado dessa fase foi o desenvolvimento de fatores a partir de frases atitudinais que puderam explicar intenção de investir. Seis fatores foram criados: Entusiasmo (por crowdfunding), Exclusividade (compra de recompensas), Caridade (doações pequenas para ajudar o desenvolvimento do projeto), Cautela (similar à difusão de responsabilidade, isto é, espera por mais investidores para dar o primeiro passo), Intimidade (projeto foi recomendado ou há ligação emocional com o criador) e Compartilhamento (compartilhar para ajudar a trazer mais investidores para o projeto). Categorias com alto envolvimento emocional apresentaram associação com Intimidade, como música, filme e tecnologia. Dado o fato que a amostra não continha muitos entusiastas por crowdfunding, esse fator não apresentou qualquer associação com as categorias. Categorias que não entregam produtos em troca, como comida e fotografia, apresentaram altos níveis de associação com o fator caridade. Compartilhamento é altamente associado com tecnologia, dado o fato que essa categoria concentra os respondentes que são mais orientados à inovação e entusiastas sobre o produto, então precisam compartilhar e gerar boca-a-boca para ajudar a atingir a meta de investimento.

Customer intimacy strategy in B2B technology businesses in Colombia

The main objective of this Thesis is to analyze Customer Intimacy Strategy in B2B technology businesses in Colombia and the variables that have a direct relationship with it like perception, trust and networking. And how a Customer Intimacy Strategy can affect a company to achieve positive or negative results in an operation, in terms of business opportunities, relations and profitable and sustainable sales if properly managed or mismanaged. With a population of almost 50 million people, GDP average growth of 4.22%(considering 2013 up to 2017), a strategic geographic location in Latin America close to the middle of the region with direct access to the Pacific and Atlantic oceans, on the verge to reach a peace agreement ending its long time social and security conflict with the local guerrillas, Colombia is a country with a stable economic present and promising future. But despite the appealing business landscape and opportunities both in number and size, it is a developing economy where firms who are willing to run a startup or who currently have B2B technology operations in this country will find out that uncertainty and mistrust are two of the most critical variables that need to be overcome in order to achieve success. Their relevance will vary from one region to another, but will still be considered of most importance throughout the country. This matter is highly important to B2B technology businesses in Colombia because few firms are aware of the importance of customer intimacy strategy, believing that it is just a matter of social relationships and not considering the diverse number of variables such us perception, trust and networking that compose it. Customer intimacy strategy at the end becomes the main and most relevant source of sales in a B2B technology environment in Colombia.

H1 but not H2 histamine antagonist receptors mediate anxiety-related behaviors and emotional memory deficit in mice subjected to elevated plus-maze testing

This study investigated the role of H1 and H2 receptors in anxiety and the retrieval of emotional memory using a Trial 1/Trial 2 (T1/T2) protocol in an elevated plus-maze (EPM). Tests were performed on 2 consecutive days, designated T1 and T2. Before T1, the mice received intraperitoneal injections of saline (SAL), 20 mg/kg zolantidine (ZOL, an H2 receptor antagonist), or 8.0 or 16 mg/kg chlorpheniramine (CPA, an H1 receptor antagonist). After 40 min, they were subjected to the EPM test. In T2 (24 h later), each group was subdivided into two additional groups, and the animals from each group were re-injected with SAL or one of the drugs. In T1, the Student t-test showed no difference between the SAL and ZOL or 8 mg/kg CPA groups with respect to the percentages of open arm entries (%OAE) and open arm time (%OAT). However, administration of CPA at the highest dose of 16 mg/kg decreased %OAE and %OAT, but not locomotor activity, indicating anxiogenic-like behavior. Emotional memory, as revealed by a reduction in open arm exploration between the two trials, was observed in all experimental groups, indicating that ZOL and 8 mg/kg CPA did not affect emotional memory, whereas CPA at the highest dose affected acquisition and consolidation, but not retrieval of memory. Taken together, these results suggest that H1 receptor, but not H2, is implicated in anxiety-like behavior and in emotional memory acquisition and consolidation deficits in mice subjected to EPM testing.

EMOTIONAL BURDEN IN CAREGIEVERS of PATIENTS WITH OBSESSIVE-COMPULSIEVE DISORDER

The objective of this study was to evaluate the emotional burden, psychological morbidity, and level of family accommodation in caregivers of obsessive-compulsive disorder (OCD) patients, according to sociodemographic and clinical factors. Methods: Fifty Brazilian DSM-IV OCD patients and their caregivers were evaluated using the Family Accommodation Scale, the Zarit Burden Interview (ZBI), the Self-Report Questionnaire (caregivers), the Yale-Brown Obsessive-Compulsive Scale, and the Beck Depression Inventory (patients). Most caregivers (80%) were aged between 30 and 59 years and lived with the patient (88%). Results: Forty-two percent presented a common mental disorder and their mean ZBI score was 28.9. Family accommodation was moderate in 26% and severe or very severe in 24%. Caregivers' levels of psychological morbidity, accommodation, and emotional burden were associated with each other and with the severity of patient obsessive-compulsive and depressive symptoms. Conclusions: The results suggest that caregivers of OCD patients have important levels of burden and psychological morbidity and should receive orientation and support to minimize this emotional impact. Depression and Anxiety 25:1020-1027, 2008. (C) 2008 Wiley-Liss, Inc.

New meaning for the emotional state of the elderly, from a leisure standpoint

Continuing developments in science and technology that affect many dimensions of human life, especially those related to longevity, require responses from social policies and programmes to enable quality-of-life improvements in every sector, including leisure. To contribute to research in this area, this qualitative study sought to identify the perceptions of and meanings attached to participation in (active outdoor) leisure by a group of elderly citizens of Araras, São Paulo State, Brazil. Data were collected via questionnaires administered to a mixed-gender sample of 100 persons, aged between 60 and 80 years, after they had participated in an outdoor adventure/leisure programme. The data were subjected to thematic content analysis. The study revealed that the participants identified positive emotional effects as a result of their participation, relating to their sense of belonging to a group, to their increased quality of life and to their ability to remain physically active.

Microinjection of histamine into the cerebellar vermis impairs emotional memory consolidation in mice

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Analysis of the chronic intake of and withdrawal from diazepam on emotional reactivity and sensory information processing in rats

It has been demonstrated that, on abrupt withdrawal, patients with chronic exposure can experience a number of symptoms indicative of a dependent state. In clinical patients, the earliest to arise and most persistent signal of withdrawal from chronic benzodiazepine (Bzp) treatment is anxiety. In laboratory animals, anxiety-like effects following abrupt interruption of chronic Bzp treatment can also be reproduced. In fact, signs that oscillate from irritability to extreme fear behaviours and seizures have been described already. As anxiety remains one of the most important symptoms of Bzp withdrawal, in this study we evaluated the anxiety levels of rats withdrawn from diazepam. Also studied were the effects on the motor performance and preattentive sensory gating process of rats under diazepam chronic treatment and upon 48-h withdrawal on three animal models of anxiety, the elevated plus-maze (EPM), ultrasonic vocalizations (USV) and startle + prepulse inhibition tests. Data obtained showed an anxiolytic- and anxiogenic-like profile of the chronic intake of and withdrawal from diazepam regimen in the EPM test, 22-KHz USV and startle reflex. Diazepam chronic effects or its withdrawal were ineffective in promoting any alteration in the prepulse inhibition (PPI). However, an increase of PPI was achieved in both sucrose and diazepam pretreated rats on 48-h withdrawal, suggesting a procedural rather than a specific effect of withdrawal on sensory gating processes. It is also possible that the prepulse can function as a conditioned stimulus to informing the delivery of an aversive event, as the auditory startling-eliciting stimulus. All these findings are indicative of a sensitization of the neural substrates of aversion in diazepam withdrawn animals without concomitant changes on the processing of sensory information

Emotional assessment of patients with oral lichen planus

Background Oral lichen planus is a chronic immune-mediated disease with an estimated prevalence of 0.5-2.5% in the general population. Patients with oral lichen planus are often emotionally unstable and anxious and may develop concomitant systemic disorders. The objective of this study was to evaluate emotional characteristics of patients with oral lichen planus.Methods Two groups were studied: the first group consisted of 48 patients with a diagnosis of oral lichen planus, and the second group consisted of controls without the disease matched for age and gender at a proportion of 1 : 1. The emotional state of the patients was evaluated using the State-Trait Anxiety Inventory, SF-36 generic quality of life questionnaire, and the Self Reporting Questionnaire-20.Results and conclusions The present investigation demonstrated the presence of anxiety and depression in patients with oral lichen planus and a negative impact of the disorder on the patient's quality of life as indicated by impairment of the physical aspect, vitality, mental health, and social aspect domains. This could indicate that associated psychological treatment may be important in the follow-up of these patients.

O que os homens têm a dizer sobre as mulheres? Os novos posicionamentos de jovens do gênero masculino frente às transformações femininas nas relações afetivas: uma leitura sob a ótica da Psicologia Analítica

Pós-graduação em Educação Sexual - FCLAR