O impacto da educação em empreendedorismo sobre intenção e comportamento empreendedor

Apesar do amplo crescimento de iniciativas de educação em empreendedorismo nas últimas décadas, não existe ainda consenso quanto à eficácia destas ações, quer em termos de resultados económicos, quer no desenvolvimento de caraterísticas pessoais. A heterogeneidade de objetivos, e público-alvo e a não existência de métodos bem definidos e padronizados de avaliação, dificultam a obtenção de um entendimento geral sobre este fenómeno. Para além disso, muitos dos estudos apresentam uma série de limitações metodológicas e tendem a concentrar-se no contexto americano. Para colmatar estas lacunas, a presente investigação assume como propósito geral analisar a eficácia da educação em empreendedorismo no desenvolvimento da intenção e comportamento empreendedor, através de três unidades de análise: alunos e ex-alunos de uma unidade curricular de empreendedorismo e empreendedores de negócios nascentes. É utilizado uma metodologia mista: quantitativa, para as unidades de análise um e dois, e qualitativa, para a terceira unidade de análise. Os resultados demonstram que a educação em empreendedorismo não aumenta a intenção empreendedora dos alunos, nem o comportamento empreendedor dos ex-alunos. No entanto, verifica-se que a perceção de controlo do comportamento, o conhecimento relativo para o empreendedorismo e o contexto institucional (ou seja, a forma como os alunos internalizam os instrumentos e iniciativas de apoio ao empreendedorismo) aumentam com a participação na unidade curricular. Também, a educação em empreendedorismo é essencial na fase de arranque da própria empresa dotando os empreendedores de conhecimentos e competências que lhes permitem ter um maior controlo e confiança sobre a realização de todo o processo inerente à criação e desenvolvimento de uma ideia de negócio. Este estudo, ao utilizar uma abordagem integrada para a educação em empreendedorismo, permite compreender as diferenças que se devem considerar quando se planeia um programa deste tipo. Por conseguinte, os objetivos de um programa de empreendedorismo devem ser ajustados aos diferentes públicos-alvo, sendo importante perceber se os destinatários participam de forma voluntária ou obrigatória.

Análise das contingências presentes em situação de orientação de pais na clínica analítico-comportamental infantil

A terapia analítico-comportamental infantil, embasada pelos pressupostos do Behaviorismo Radical e pelos princípios da Análise do Comportamento, é caracterizada por atendimento da criança em consultório e orientação de pais. Estudos têm apontado dificuldades encontradas pelos psicólogos em relação aos resultados clínicos no que se refere à generalização de ganhos terapêuticos. Apesar das investigações concluírem que os programas de intervenção com pais têm apresentado resultados satisfatórios, a prática clínica relata problemas em relação à generalização, principalmente quando avaliados ao longo do tempo. A presente pesquisa teve como objetivo compreender o processo de orientação de pais a partir de relações de elementos descritos pela literatura como influentes no processo de generalização de ganhos terapêuticos. Foi aplicado questionário, construído pela autora e sua orientadora a partir da bibliografia de referência da área estudada, com análise de especialistas e análise cognitiva dos itens (aplicação a 5 indivíduos com características semelhantes às dos nossos participantes), em 38 pais de crianças atendidas por psicólogos analistas do comportamento na cidade de Fortaleza-Ce, Brasil. Os dados foram avaliados a partir de uma análise descritiva (Tendência Central e Dispersão). Os itens do questionário foram classificados em nove categorias que foram compreendidas a partir da análise de correlação de Spearman por meio do programa estatístico SPSS. Os resultados constataram correlações positivas e significativas entre o processo de generalização e as categorias estudadas (Relação terapêutica; Ocorrência da orientação de pais; Ocorrência da generalização - Percepção dos pais; Treino de habilidades sociais para pais; Dinâmica familiar - Dificuldades no contexto familiar; Dinâmica familiar - Participação do cônjuge nos processos de orientação/generalização; Estabelecimento de regras funcionais pelos pais; Dificuldades pessoais dos pais), indicando que o psicólogo precisa avaliar e intervir nestas variáveis com o objetivo de contribuir para melhores efeitos no processo terapêutico.

Sexting na adolescência: análise da rede de enunciações produzida pela mídia

Esta tese foi produzida no Programa de Pós -Graduação em Educação em Ciências : Química da Vida e Saúde , na linha de pesquisa "Educação científica : implicações das práticas científicas na constituição dos sujeitos ". O objetivo desta pesquisa é analisar a rede de enunciações sobre o sexting em alguns materiais (reportagens, programas televisivos, postagens em blogs e comentários realizados por leitores dos sites) presentes na internet e investigar as condições de emergência da prática do sexting. O sexting é um termo criado nos Estados Unidos da América, que deriva das expressões sex (sexo) e texting (envio de mensagens). Esse conceito descreve uma prática social e cultural que está sendo difundida mundialmente: esta consiste em produzir e enviar fotos e vídeos sexuais, sensuais e eróticos entre conhecidos/as, amigos/as, namorados/as, “ficantes” etc.. Nesta pesquisa, utilizamos como aporte teórico os estudos de Pierre Lévy, André Lemos, Paula Sibilia, Guy Debord, Hannah Arendt, Michel Foucault e Zygmunt Bauman. Tais autores ajudam-nos a pensar que o sexting emerge devido a alguns acontecimentos sociais, culturais, históricos etc., que vêm provocando alguns deslocamentos em nossa sociedade. Para proceder com tal pesquisa, utilizamos a internet como campo empírico. Em nossa busca, encontramos 48 artefatos culturais que discutem, de alguma forma, sobre sexting. Dentre estes, 37 comentam sobre vídeos caseiros que mostram relações sexuais, 8 discutem sobre o fenômeno sexting e 3 debatem sobre a produção de fotos sensuais. Para análise dos dados, utilizamos algumas ferramentas foucaultianas, especialmente os conceitos de discurso, dispositivo e enunciado. Ao olharmos os materiais, percebemos que os/os adolescentes vêm se utilizando das tecnologias digitais para visibilizarem a sua sexualidade, o que nos dá indícios de que estas vêm possibilitando a constituição de jornalistas cidadãos/ãs. Além disso, evidenciamos que as fotos e vídeos dos/as adolescentes foram produzidos em comum acordo entre eles/as. Muitos dessas fotos e vídeos, foram disseminados pelos próprios sujeitos que aderiram a essa prática. Assim, a exposição da sexualidade, por meio do sexting, tem sido realizada com o propósito de adquirir visibilidade e de tornar-se a personalidade do momento. Entendemos que essa vontade de escancarar a sexualidade, por meio das tecnologias digitais, está vinculada à sociedade do espetáculo, que manifesta a necessidade de tornar-se visível. Além disso, notamos que essa prática está relacionada à escola, pois muitos dos casos relatados ocorreram no interior dessa instituição ou tiveram uma repercussão nesse ambiente. Em muitos casos, a escola era culpabilizada pelos casos de sexting que envolviam seus/sua alunos/as. No entanto, são os pais o foco de maiores críticas pela mídia massiva, pois, para essa instância, são estes os maiores responsáveis pela disciplinarização desses corpos. Evidenciou-se também que os/as praticantes do sexting sofreram micropenalidades, as quais tinham como objetivo corrigir suas condutas. Nesse sentido, entendemos o sexting como uma atualização do dispositivo da sexualidade, pois este coloca a sexualidade – a qual, durante a modernidade sólida, constituía-se como algo exclusivamente do âmbito privado – em evidência nos espaços públicos. Ao mesmo tempo, verificamos que algumas práticas disciplinares ainda buscam governar e normalizar a sexualidade dos sujeitos. A análise do material empírico possibilitou-nos verificar dois enunciados que fazem parte do discurso do sexting. O primeiro destes é que, na contemporaneidade, aparecer é uma condição de existência; o outro é que a sexualidade é entendida como algo que deve ser regulado, governado e normalizado. Consideramos importante centrarmos os estudos no sexting, pois entendemos que essa prática vem contribuindo para o surgimento de outros modos de viver e entender a sexualidade, pois o sexting enquadra a sexualidade como algo a ser exibido e mostrado para todos/as.

Monitoring Mercury Deposition: A Key Tool to Understanding the Link Between Emissions and Effects

Illinois State Water Survey/National Atmospheric Deposition Program

Understanding stakeholder participation in post-disaster recovery (case study: Nagapattinam, India)

Stakeholder participation is widely acknowledged as a critical component of post-disaster recovery because it helps create a shared understanding of local hazard risk and vulnerability, improves recovery and mitigation decision efficacy, and builds social capital and local resilience to future disasters. But approaches commonly used to facilitate participation and empower local communities depend on lengthy consensus-building processes which is not conducive to time-constrained post-disaster recovery. Moreover, these approaches are often criticized for being overly technocratic and ignoring existing community power and trust structures. Therefore, there is a need for more nuanced, analytical and applied research on stakeholder participation in planning for post-disaster recovery. This research examines participatory behavior of three stakeholder groups (government agencies, non-local non-government organizations, local community-based organizations) in three coastal village communities of Nagapattinam (India) that were recovering from the 2004 Indian Ocean tsunami. The study found eight different forms of participation and non-participation in the case study communities, ranging from 'transformative' participation to 'marginalized' non-participation. These forms of participation and non-participatory behavior emanated from the negotiation of four factors, namely stakeholder power, legitimacy, trust, and urgency for action. The study also found that the time constraints and changing conditions of recovery pose particular challenges for how these factors operated on the ground and over the course of recovery. Finally, the study uses these insights to suggest four strategies for recovery managers to use in the short- and long-term to facilitate more effective stakeholder participation in post-disaster recovery.

SOCIAL AND ECOLOGICAL FACTORS INFLUENCING COLLECTIVE BEHAVIOR IN GIANT DANIO

A fundamental problem in biology is understanding how and why things group together. Collective behavior is observed on all organismic levels - from cells and slime molds, to swarms of insects, flocks of birds, and schooling fish, and in mammals, including humans. The long-term goal of this research is to understand the functions and mechanisms underlying collective behavior in groups. This dissertation focuses on shoaling (aggregating) fish. Shoaling behaviors in fish confer foraging and anti-predator benefits through social cues from other individuals in the group. However, it is not fully understood what information individuals receive from one another or how this information is propagated throughout a group. It is also not fully understood how the environmental conditions and perturbations affect group behaviors. The specific research objective of this dissertation is to gain a better understanding of how certain social and environmental factors affect group behaviors in fish. I focus on two ecologically relevant decision-making behaviors: (i) rheotaxis, or orientation with respect to a flow, and (ii) startle response, a rapid response to a perceived threat. By integrating behavioral and engineering paradigms, I detail specifics of behavior in giant danio Devario aequipinnatus (McClelland 1893), and numerically analyze mathematical models that may be extended to group behavior for fish in general, and potentially other groups of animals as well. These models that predict behavior data, as well as generate additional, testable hypotheses. One of the primary goals of neuroethology is to study an organism's behavior in the context of evolution and ecology. Here, I focus on studying ecologically relevant behaviors in giant danio in order to better understand collective behavior in fish. The experiments in this dissertation provide contributions to fish ecology, collective behavior, and biologically-inspired robotics.

Spatial behavior of two coral reef fishes within a Caribbean Marine Protected Area

A better understanding of the key ecological processes of marine organisms is fundamental to improving design and effective implementation of marine protected areas (MPAs) and marine biodiversity. The movement behavior of coral reef fish is a complex mechanism that is highly linked to species life-history traits, predation risk and food resources. We used passive acoustic telemetry to study monthly, daily and hourly movement patterns and space use in two species, Schoolmaster snapper (Lutjanus apodus) and Stoplight parrotfish (Sparisoma viride). We investigated the spatial overlap between the two species and compared intra-specific spatial overlap between day and night. Presence-absence models showed different diel presence and habitat use patterns between the two species. We constructed a spatial network of the movement patterns, which showed that for both species when fish were detected by the array of receivers most movements were made around the coral reef habitat while occasionally moving to silt habitats. Our results show that most individuals made predictable daily crepuscular migrations between different locations and habitat types, although individual behavioral changes were observed for some individuals across time. Our study also highlights the necessity to consider multiple species during MPA implementation and to take into account the specific biological and ecological traits of each species. The low number of fish detected within the receiver array, as well as the intraspecific variability observed in this study, highlight the need to compare results across species and individuals to be used for MPA management.

Understanding information use in multiattribute decision making

An inference task in one in which some known set of information is used to produce an estimate about an unknown quantity. Existing theories of how humans make inferences include specialized heuristics that allow people to make these inferences in familiar environments quickly and without unnecessarily complex computation. Specialized heuristic processing may be unnecessary, however; other research suggests that the same patterns in judgment can be explained by existing patterns in encoding and retrieving memories. This dissertation compares and attempts to reconcile three alternate explanations of human inference. After justifying three hierarchical Bayesian version of existing inference models, the three models are com- pared on simulated, observed, and experimental data. The results suggest that the three models capture different patterns in human behavior but, based on posterior prediction using laboratory data, potentially ignore important determinants of the decision process.

UNDERSTANDING THE RELATIONSHIP BETWEEN THE BROWN MARMORATED STINK BUG, HALYOMORPHA HALYS (STÅL), AND ITS SYMBIONT, PANTOEA CARBEKII, WITH IMPLICATIONS FOR STINK BUG MANAGEMENT

Symbiotic relationships between insects and beneficial microbes are very common in nature, especially within the Hemiptera. The brown marmorated stink bug, Halyomorpha halys Stål, harbors a symbiont, Pantoea carbekii, within the fourth region of the midgut in specialized crypts. In this dissertation, I explored this insect- microbe relationship. I determined that the brown marmorated stink bug is heavily reliant on its symbiont, and that experimental removal of the symbiont from the egg mass surface prior to nymphal acquisition led to lower survival, longer development, lower fecundity, and aberrant nymphal behavior. Additionally, I determined that even when the symbiont is acquired and housed in the midgut crypts, it is susceptible to stressors. Stink bugs reared at a higher temperature showed lower survival, longer development, and a cease in egg mass production, and when bugs were screened for their symbiont, fewer had successfully retained it while under heat stress. Finally, with the knowledge that the stink bug suffers decreases in fitness when its symbiont is missing or stressed, I wanted to determine if targeting the symbiont was a possible management technique for the stink bug. I tested the efficacy of a number of different insecticidal and antimicrobial products to determine whether prevention of symbiont acquisition from the egg mass was possible, and results indicated that transmission of the symbiont from the egg mass to the newly hatched nymph was negatively impacted when certain products were applied (namely surfactants or products containing surfactants). Additionally, direct effects on hatch rate and survival were reported for certain products, namely the insect growth regulator azadirachtin, which suggests that nymphs can pick up residues from the egg mass surface while probing for the symbiont. I conclude that P. carbekii plays a critically important role in the survival of its host, the brown marmorated stink bug, and its presence on the egg mass surface before nymphal hatch makes it targetable as a potential management technique.

Understanding the role of auxins and oxidative enzymes on adventitious root formation in olive (olea europaea L.) cultivars

Olive (Olea europaea L.), one of the main crops in the Mediterranean basin, is mainly propagated by cuttings, a classical propagation method that relies on the ability of the cuttings to form adventitious roots. While some cultivars are easily propagated by this technique, some of the most interesting olive cultivars are considered difficult-to-root which poses a challenge for their preservation and commercialization. Therefore, increasing the current knowledge on adventitious root formation is extremely important for species like olive. This research focuses on evaluating the role of free auxins and oxidative enzymes on adventitious root formation of two olive cultivars with different rooting ability - ‘Galega vulgar’ (difficult-to-root) and ‘Cobrançosa’ (easy-to-root). In this context, free auxin levels and enzyme activities were determined in in vitro-cultured ‘Galega vulgar’ microshoots and in semi-hardwood cuttings of cvs. ‘Galega vulgar’ and ‘Cobrançosa’. To attain this goal, an analytical method for the quantification of free indole-3-acetic acid (IAA) and indole-3-butyric acid (IBA) was developed, which is based on dispersive liquid-liquid microextraction followed by microwave derivatization (DLLME-MAD) and gas chromatography-mass spectrometry (GC/MS) analysis. The developed method was validated in terms of linearity, recovery, limit of detection (LOD) and limit of quantification (LOQ) and proved to be useful in the analysis of two very different types of plant tissues. The results from auxin quantification in olive samples point at a relationship between free auxin levels and rooting ability of both microshoots and semihardwood cuttings. A defective IBA-IAA conversion, resulting in a peak of free IAA during initiation phase, seems to be associated with low rooting ability. Likewise, differences in the activity of oxidative enzymes also appear to be related with rooting ability. Higher polyphenol oxidases (PPO) activity is likely related with an easyto- root behavior, while the opposite is true for peroxidases (POX) (including IAA oxidase (IAAox)) activity. A possible hypothesis for adventitious root formation in olive microcuttings is presented herein for the first time. Free auxins, oxidative enzymes, alternative oxidase (AOX) and reactive oxygen species (ROS) are some of the factors that may be involved in this highly complex physiological process. Interestingly, while temporal changes in auxin levels were similar between microshoots and semihardwood cuttings, the conclusions obtained from enzyme activity results in microshoots didn’t translate to semi-hardwood tissues, showing the emerging need for adaptation of classical agronomical research studies to modern techniques; Resumo: Procurando compreender o papel das auxinas e enzimas oxidativas na formação de raízes adventícias em cultivares de oliveira (Olea europaea L.) A oliveira (Olea europaea L.) é uma das principais culturas da bacia Mediterrânica e é propagada maioritariamente por estacaria, um processo altamente dependente da capacidade das estacas para formar raízes adventícias. Enquanto algumas cultivares são fáceis de propagar desta forma, algumas das cultivares de oliveira mais interessantes são consideradas difíceis de enraizar, o que dificulta a sua preservação e comercialização e torna extremamente importante aprofundar o conhecimento sobre o enraizamento adventício desta espécie. Este trabalho foca-se na avaliação do papel das auxinas livres e das enzimas oxidativas na formação de raízes adventícias em duas cultivares de oliveira com diferente capacidade de enraizamento - ‘Galega vulgar’ (difícil de enraizar) e ‘Cobrançosa’ (fácil de enraizar). Neste contexto, determinaram-se os níveis de auxinas livres e as actividades de enzimas oxidativas em microestacas de ‘Galega vulgar’ cultivadas in vitro bem como em estacas semi-lenhosas das cvs. ‘Galega vulgar’ e ‘Cobrançosa’. Para tal foi necessário desenvolver uma metodologia analítica para a quantificação de ácido indol-3-acético (IAA) e ácido indol-3-butírico (IBA), baseada em microextracção dispersiva líquido-líquido (DLLME) seguida de derivatização em microondas (MAD) e análise por cromatografia gasosa acoplada a espectrometria de massa (GC/MS). O método desenvolvido foi validado em termos de linearidade, recuperação, limite de detecção (LOD) e limite de quantificação (LOQ), e mostrou-se eficaz na análise de dois tipos de tecidos vegetais bastante diferentes. Os resultados da análise de auxinas em amostras de oliveira apontam para uma possível relação entre os níveis de auxinas livres e a capacidade de enraizamento, tanto em microestacas como em estacas semi-lenhosas. Uma conversão IBA-IAA deficiente, que resulta num pico de IAA durante a fase de iniciação, parece estar associada à baixa capacidade de enraizamento. Por outro lado, a capacidade de enraizamento também parece estar relacionada com diferenças na actividade de enzimas oxidativas. Comportamentos fáceis de enraizar estão associados a actividade mais elevada das polifenoloxidases (PPO), enquanto o oposto é verdade para a actividade das peroxidases (POX) (incluindo a IAA oxidase (IAAox)). Neste trabalho propõe-se pela primeira vez uma possível explicação para o enraizamento adventício em microestacas de oliveira. Auxinas livres, enzimas oxidativas, oxidase alternativa (AOX) e espécies reactivas de oxigénio (ROS) são alguns dos factores envolvidos neste processo fisiológico altamente complexo. Curiosamente, enquanto as alterações temporais nos níveis de auxinas foram semelhantes entre microestacas e estacas semi-lenhosas, o mesmo não se observou relativamente à actividade enzimática, o que mostra a necessidade de adaptação dos estudos agronómicos tradicionais às técnicas correntes.

A communication partner training program: Assessing conversational behaviors and attitudes towards communication in Persons with Aphasia and their Communication Partners

This study examined the conversational behaviors of eleven dyads consisting of a person with aphasia (PWA) and their familiar communication partner (CP), and investigated changes in behaviors as a result of attending a communication partner-training program CPT). Attitudes about communication were examined and related to conversational behaviors observed pre- and post- training. Results indicated that CPs and PWA used significantly more facilitating behaviors than barrier behaviors, although most dyads experienced some barriers. A comparison of pre-and post-CPT conversations revealed a significant interaction between time and type of behavior, with the increase in the number of facilitators approaching significance. Overall, persons with aphasia and their conversational partners expressed positive attitudes about communication. There were no significant correlations between scores on attitude surveys and behaviors pre or post-training. This study demonstrated that these dyads employed facilitative conversational behaviors even before CPT, and that facilitative behaviors can increase after a one-day training workshop.

Abordagem rítmica probabilística aplicada em análises de fluxo e estabilidade de taludes

Tese (doutorado)—Universidade de Brasília, Faculdade de Tecnologia, Programa de Pós-Graduação em Geotecnia, 2015.

Factors associated with obesity in Brazilian children enrolled in the School Health Program: a case-control study

Case-control studies evaluating the factors associated with childhood obesity are scarce in Brazil. We aimed to analyze the factors associated with obesity in Brazilian schoolchildren enrolled in the School Health Program.A case-control study was conducted on 80 schoolchildren aged 7 to 9 years, 40 of them obese and 40 of normal weight according to the cut-off points established by the World Health Organization (2007). Weight, height and waist circumference were obtained. Socioeconomic, demographic, health, eating behavior and lifestyle data were collected by applying a questionnaire to the person responsible and by determining his/her nutritional status. A binary unconditional logistic regression model (univariate and multivariate) was used for data analysis. The prevalence of obesity was 7.21%. The final model showed that duration of breast-feeding ≥6 months of age (OR 5.3; 95% CI: 1.3-22.1), excess weight of the person responsible (OR 7.1; 95% CI: 1.2-40.2), a sedentary level of physical activity (OR 4.1; 95% CI: 1.115.5), and fast chewing (OR 7.4; 95% CI: 2.1-26.9) were significantly associated with childhood obesity. The factors associated with obesity in schoolchildren were duration of breast-feeding ≥6 months, persons responsible with excess weight, and sedentary children who chew fast. The present study contributes information to be used for the health actions planned by the School Health Program.

UNDERSTANDING CUSTOMER CHOICES IN SERVICE OUTSOURCING AND REVENUE MANAGEMENT

This dissertation investigates customer behavior modeling in service outsourcing and revenue management in the service sector (i.e., airline and hotel industries). In particular, it focuses on a common theme of improving firms’ strategic decisions through the understanding of customer preferences. Decisions concerning degrees of outsourcing, such as firms’ capacity choices, are important to performance outcomes. These choices are especially important in high-customer-contact services (e.g., airline industry) because of the characteristics of services: simultaneity of consumption and production, and intangibility and perishability of the offering. Essay 1 estimates how outsourcing affects customer choices and market share in the airline industry, and consequently the revenue implications from outsourcing. However, outsourcing decisions are typically endogenous. A firm may choose whether to outsource or not based on what a firm expects to be the best outcome. Essay 2 contributes to the literature by proposing a structural model which could capture a firm’s profit-maximizing decision-making behavior in a market. This makes possible the prediction of consequences (i.e., performance outcomes) of future strategic moves. Another emerging area in service operations management is revenue management. Choice-based revenue systems incorporate discrete choice models into traditional revenue management algorithms. To successfully implement a choice-based revenue system, it is necessary to estimate customer preferences as a valid input to optimization algorithms. The third essay investigates how to estimate customer preferences when part of the market is consistently unobserved. This issue is especially prominent in choice-based revenue management systems. Normally a firm only has its own observed purchases, while those customers who purchase from competitors or do not make purchases are unobserved. Most current estimation procedures depend on unrealistic assumptions about customer arriving. This study proposes a new estimation methodology, which does not require any prior knowledge about the customer arrival process and allows for arbitrary demand distributions. Compared with previous methods, this model performs superior when the true demand is highly variable.

The antecedents of post-initial adoption behavior in a S-D logic context

Repercussions of innovation adoption and diffusion studies have long been imperative to the success of novel introductions. However, perceptions and deductions of current innovation understandings have been changing over time. The paradigm shift from the goods-dominant (G-D) logic to the service-dominant (S-D) logic potentially makes the distinction between product (goods) innovation and service innovation redundant as the S-D logic lens views all innovations as service innovations (Vargo and Lusch, 2004; 2008; Lusch and Nambisan, 2015). From this perspective, product innovations are in essence service innovations, as goods serve as mere distribution mechanisms to deliver service. Nonetheless, the transition to such a broadened and transcending view of service innovation necessitates concurrently a change in the underlying models used to investigate innovation and its subsequent adoption. The present research addresses this gap by engendering a novel model for the most crucial period of service diffusion within the S-D logic context – the post-initial adoption phase, which demarcates an individual’s behavior after the initial adoption decision of a service. As a wellfounded understanding of service diffusion and the complementary innovation adoption still lingers in its infancy, the current study develops a model based on interdisciplinary domains mapping. Here fore, knowledge of the relatively established viral source domain is mapped to the comparatively undetermined target domain of service innovation adoption. To assess the model and test the importance of the explanatory variables, survey data from 750 respondents of a bank in Northern Germany is scrutinized by means of Structural Equation Modeling (SEM). The findings reveal that the continuance intention of a customer, actual usage of the service and the customer influencer value all constitute important postinitial adoption behavior that have meaningful implications for a successful service adoption. Second, the four constructs customer influencer value, organizational commitment, perceived usefulness and service customization are evidenced to have a differential impact on a iv customer’s post-initial adoption behavior. Third, this study indicates that post-initial adoption behavior further underlies the influence of a user’s age and besides that is also provoked by the internal and external environments of service adoption. Finally, this research amalgamates the broad view of service innovation by Nambisan and Lusch (2015) with the findings ensuing this enquiry’s model to arrive at a framework that it both, generalizable and practically applicable. Implications for academia and practitioners are captured along with avenues for future research.