Advertising new product categories to new geographical markets

Em um ambiente global dinâmico e competitivo, muitas empresas notam que constante desenvolvimento e lançamento de novos produtos são atividades-chave para seu crescimento e sobrevivência. Hoje, um dos maiores desafios enfrentados por tais empresas envolve saber como agir em um mundo em que tanto o escopo como a estrutura do ambiente competitivo estão em constante mudança, e em que reestruturações e mudanças de portfólio são centrais para as companhias que visam capitalizar com o crescimento global. Tanto o rápido ritmo de inovação tecnológica quando a crescente afluência de economias emergentes apresentam riscos e oportunidades para as empresas, o que torna importante não apenas que estas estejam atentas ao lançamento de produtos de última geração para mercados desenvolvidos: faz-se também necessário que saibam como lançar produtos antigos para novos mercados. Usando o mercado brasileiro como um exemplo, esta dissertação procurou estudar como multinacionais têm utilizado anúncios publicitários no lançamento, para novos mercados, de categorias e subcategorias de produtos já vendidas em outros países. Após uma revisão da literatura disponível, do desenvolvimento de proposições, e da avaliação destas através de três estudos de caso, foi possível verificar a existência de alguma linearidade entre os casos e a literatura estudada, incluindo: uma busca pela legitimação da categoria que precede àquela pela da marca; o uso de “especialistas” para a legitimação da categoria; o uso de apelos baseados em argumentos; e a divulgação de mais de uma característica de produto por anúncio. No entanto, dadas algumas discrepâncias entre o que foi observado nos casos e aquilo descrito na literatura consultada, também foi possível verificar que a maneira como os anúncios são feitos em diferentes lugares depende igualmente do cenário competitivo enfrentado pela empresa, bem como de variantes econômicas e culturais específicas da localidade em questão.

O impacto do argumento ecológico em atitudes relativas a um produto de alto envolvimento

Esta dissertação tem por objetivo investigar as atitudes dos consumidores em relação ao anúncio, à marca e à intenção de compra de um produto com potencial para causar alto envolvimento no consumidor que utiliza um "argumento ecológico" para se posicionar. O estudo foi realizado por meio de um experimento que utilizou um projeto fatorial 3x2 – três "argumentos" publicitários e dois níveis de cor. A amostra foi composta por 286 alunos do curso de Administração de uma universidade particular de Curitiba-PR. Como base teórica foram utilizados principalmente a teoria das pistas (OLSON; JACOBI, 1972) e o Modelo de Probabilidade de Persuasão - MPE (PETTY; CACIOPPO, 1986). As hipóteses (H1, H2, H3) previam que os sujeitos que foram expostos ao "argumento ecológico" demonstrariam atitudes mais favoráveis em relação ao anúncio, à marca e à intenção de compra do que os sujeitos que foram expostos a um argumento "genérico". Da mesma forma, outro grupo de hipóteses (H4, H5, H6) previa que os sujeitos expostos a pista extrínseca – "argumento ecológico" demonstrariam atitudes mais favoráveis em relação ao anúncio, à marca e à intenção de compra do que os sujeitos expostos à pista intrínseca "argumento acessórios". Os resultados apontaram que os sujeitos expostos ao "argumento ecológico" foram sensibilizados e demonstraram atitudes mais favoráveis em relação ao anúncio e à intenção de compra. No entanto, mostraram-se indiferentes em relação à marca. Também foram encontradas atitudes diferentes em relação ao anúncio e à intenção de compra dependendo do grau de envolvimento do consumidor com o produto e o seu nível de consciência ecológica. Os resultados sugerem que a utilização de "argumentos ecológicos" como apelo persuasivo para divulgar produtos de alto envolvimento contribui para avaliação positiva do anúncio, mas não parecem agregar de forma significativa para imagem da marca, especialmente junto ao seu público alvo.

Leader-organization fit: comparing the effectiveness of paternalistic and transformational leadership in different organizational cultures

Research on paternalistic leadership (PL) has been based exclusively on national cultures´ differences. However there are cues that other contextual variables can add to the explanation of this construct. Due to its capacity to influence expectations of individuals in organizations, organizational culture can contribute to fill this gap. To test if organizational culture influences the effectiveness of leadership style, we conducted two experimental studies using Amazon’s Mechanical Turk, comparing effects of paternalistic and transformational leadership on followers’ outcomes. Using video clips and vignettes, we found that PL is better related to followers´ outcomes in cultures oriented to people than outcome, and that TL has a better relationship in cultures oriented to innovation than stability. The results suggest that organizational culture helps in explaining PL endorsement, and that further analysis of the influence of this variable to PL can provide a better understanding of the expression of this leadership style in organizations.

Combating shoulder-surfing: a hidden button gesture based scheme

This project describes an authentication technique that is shoulder-surfing resistant. Shoulder surfing is an attack in which an attacker can get access to private information by observing the user’s interaction with a terminal, or by using recording tools to record the user interaction and study the obtained data, with the objective of obtaining unauthorized access to a target user’s personal information. The technique described here relies on gestural analysis coupled with a secondary channel of authentication that uses button pressing. The thesis presents and evaluates multiple alternative algorithms for gesture analysis, and furthermore assesses the effectiveness of the technique.

Predicting and breaking sedentary behaviour at work

This thesis aimed at designing and developing a system that can a) infer individuals’ need for a break from sedentary behaviour in the workplace, and b) persuade them to take a break through the use of different techniques from persuasive psychology. We postulated three variables, namely, individuals’ posture, stress levels and involvement in their computer mediated activity. We developed and field-studied a system that could infer these using a web camera and a key presses and mouse clicks log. We found that the system could predict posture from viewing depth and stress from the movement detected. We then created a general formula that predicts individuals’ need for a break using only the posture and stress predictors. Once the first objective was set, we built and field-studied a system that used three ways to communicate a recommendation for a break to a user: implicit, just-in time and ambient feedback. The implicit feedback was operationalized through changes in the users’ computer wallpaper that provided subtle visual cues. The just-in time feedback employed prompting at the bottom right side of the user’s screen. In addition, we implemented an intuitive behind-screen interaction technique where people can snooze a notification using simple gestures. The ambient feedback mechanism employed an origami sculpture sitting on the user’s desk. This prototype was continuously reflecting the user’s posture and performed rhythmic movements when to recommend breaks. A field study demonstrated the overall success of the system, with 69% of the break recommendations received by users were accepted. The study further revealed the strengths and weaknesses of the three persuasive mechanisms.

BlueFriends: measuring, analyzing and preventing social exclusion between elementary school students

Social exclusion is a relatively recent term, whose creation is attributed to René Lenoir(Lenoir, 1974). Its concept covers a remarkably wide range of social and economic problems, and can be triggered for various reasons: mentally and physically handicapped, abused children, delinquents, multi-problem households, asocial people, and other social “misfits” (Silver, 1995, pp. 63; Foucault, 1992). With an increasingly multi-cultural population, cultural and social inequalities rapidly ascend, bringing with them the need for educational restructuring. We are living in an evermore diverse world, and children need to be educated to be receptive to the different types of people around them, especially considering social and cultural aspects. It is with these goals that inclusive education has seen an increased trend in today’s academic environment, reminding us that even though children may be taught under the same roof, discriminatory practices might still happen. There are, however, a number of developed tools to assess the various dimensions of social networks. These are mostly based on questionnaires and interviews, which tend to be fastidious and don’t allow for longitudinal, large scale measurement. This thesis introduces BlueFriends, a Bluetooth-based measurement tool for social inclusion/exclusion on elementary school classes. The main goals behind the development of this tool were a) understanding how exclusion manifests in students’ behaviors, and b) motivating pro-social behaviors on children through the use of a persuasive technology. BlueFriends is a distributed application, comprised by an application running on several smartphones, a web-hosted database and a computer providing a visual representation of the data collected on a TV screen, attempting to influence children behaviors. The application makes use of the Bluetooth device present on each phone to continuously sample the RSSI (Received Signal Strength Indication) from other phones, storing the data locally on each phone. All of the stored data is collected, processed and then inserted into the database at the end of each day. At the beginning of each recess, children are reminded of how their behaviors affect others with the help of a visual display, which consists of interactions between dogs. This display illustrates every child’s best friends, as well as which colleagues they don’t interact with as much. Several tips encouraging social interaction and inclusiveness are displayed, inspiring children to change their behaviors towards the colleagues they spend less time with. This thesis documents the process of designing, deploying and analyzing the results of two field studies. On the first study, we assess how the current developed tools are inferior to our measuring tool by deploying a measurement only study, aimed at perceiving how much information can be obtained by the BlueFriends application and attempting to understand how exclusion manifests itself in the school environment. On the second study, we pile on the previous to try and motivate pro-social behaviors on students, with the use of visual cues and recommendations. Ultimately, we confirm that our measurement tool’s results were satisfying towards measuring and changing children’s behaviors, and conclude with our thoughts on possible future work, suggesting a number of possible extensions and improvements.

Fecal androgen levels in common marmoset (Callithrix jacchus) males living in captive family groups

In captive common marmoset groups, the reproductive inhibition observed in subordinate female seems to be a result of olfactory, visual and behavioral cues from the dominant female. However, few studies have examined the relationship among adult males living in the same social group. These studies have shown that reproductive failure among peer males seems to be based on hormonal and behavioral mechanisms. New insights on sexual strategies in primates have been shown using fecal steroids, but so far no information is available for common marmoset males. In the present study, we evaluated the influence of light-dark cycle, age and reproductive condition on the profile of fecal androgens in males living in the same family group. Feces were collected from six fathers and six sons for androgen determination during the light phase of the 24-h cycle for eight days randomly distributed over a 4-week period. Androgen levels were determined by enzyme immunoassay technique. Adult sons showed higher androgen levels (166.97 ± 22.95 ng/g) than fathers (80.69 ± 44.38 ng/g) and juveniles (49.06 ± 23.15 ng/g; P < 0.05). No diurnal variation (P > 0.05) in fecal androgen profile was observed in adults or juveniles. No indication of androgen-mediated social competition between fathers and adult sons was demonstrable. These results provide basic information on fecal androgen profile useful to investigate the socioendocrinology of free-ranging common marmoset males and verify that, in contrast to daughters, the reproductive suppression of sons is not based on physiological inhibition of their gonads

Stomach fullness modulates prey size choice in the frillfin goby, Bathygobius soporator

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

Whole-body cortisol increases after direct and visual contact with a predator in zebrafish, Danio rerio

Ornamental fish may be severely affected by a stressful environment. Stressors impair the immune response, reproduction and growth rate; thus, the identification of possible stressors will aid to improve the overall quality of ornamental fish. The aim of this study was to determine whole-body cortisol of adult zebrafish, Danio rerio, following visual or direct contact with a predator species. Zebrafish were distributed in three groups: the first group, which consisted of zebrafish reared completely isolated of the predator, was considered the negative control; the second group, in which the predator, Parachromis managuensis was stocked together with zebrafish, was considered the positive control; the third group consisted of zebrafish stocked in a glass aquarium, with direct visual contact with the predator. The mean whole-body cortisol concentration in zebrafish from the negative control was 6.78 +/- 1.12 ng g(-1), a concentration statistically lower than that found in zebrafish having visual contact with the predator (9.26 +/- 0.88 ng g(-1)) which, in turn, was statistically lower than the mean whole-body cortisol of the positive control group (12.35 +/- 1.59 ng g(-1)). The higher whole-body cortisol concentration found in fish from the positive control can be attributed to the detection, by the zebrafish, of relevant risk situations that may involve a combination of chemical, olfactory and visual cues. One of the functions of elevated cortisol is to mobilize energy from body resources to cope with stress. The elevation of whole-body cortisol in fish subjected to visual contact with the predator involves only the visual cue in the recognition of predation risk. We hypothesized that the zebrafish could recognize predator characteristics in P managuensis, such as length, shape, color and behavior. Nonetheless, the elevation of whole-body cortisol in zebrafish suggested that the visual contact of the predator may elicit a stress response in prey fish. This assertion has a strong practical application concerning the species distribution in ornamental fish markets in which prey species should not be allowed to see predator species. Minimizing visual contact between prey and predator fish may improve the quality, viability and welfare of small fish in ornamental fish markets. (c) 2007 Elsevier B.V. All rights reserved.

Entre saberes e práticas :a alfabetização de jovens e adultos no MOVA Belém

This research analyses the experience of the Alphabetization of Young and Adults Movement named Prof. Paulo Freire (MOVA Belém) in the time period 2001-2004. the study intends to reveal which knowledge/activities are constituent of pedagogical practices of popular alfhabetzers. It also intends to contribute with the registry in the history of alphabetization of young and adults in Belém, without any intention of making general the analyzed aspects. The research is characterized by the use of a qualitative approach of the type ethnographic, because it involves an analysis that considers at the same time the local and global aspects. It analysis documents produced in the period and uses semi-structured interviews for data construction. It tries to show living cues and experiences of the pedagogical activities found in the theoretical references of Brandão (2003), Freire (1979; 1987; 1992), Gadotti (1998; 2000), Ribeiro (1999; 2003), Santos (1995; 2000), Soares (1985; 1998; 2003) and other authors of alphabetization and popular education fields. This multiplicity of bibliographical and empirical references has produced a heterogeneous framework, that is much more complex and multifaceted than the one which would be constituted as the knowledge of the pedagogical, alphabetizer practice. It can not happen, however, an absolute concept that is clear and total that resumes significance and matter of the pedagogical, alphabetization practice of young and adults. So, the study establishes a relativism between them assuming as valid the ones that are of popular and democratic types. At last but not least, it intended to contribute to the history of the alphabetization of youngsters and adults in Belém with a popular education perspective without any pretension to turn the analyzed aspects into generalized ones

Annual variations in fecal androgen metabolites and antler cycle of captive red brocket bucks (Mazama americana) in southeast Brazil

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

Conselhos municipais: prática e impasses no cenário contemporâneo

Pela experiência de inserção militante em dois conselhos municipais, apresentamos informações sistematizadas e essenciais sobre a composição desses espaços de controle social. Quais são alguns dos problemas essenciais no funcionamento concreto dos conselhos? Pela perspectiva social crítica, procuramos apreender as contradições que atravessam esses dispositivos de controle social. Oferecemos pistas orientadoras para os profissionais da Psicologia que buscam atuar na linha do compromisso social e que se engajam na participação nesses importantes mecanismos sociais de discussão e deliberação no âmbito das políticas públicas.

Resposta comportamental e hormonal de machos não reprodutores de sagüi, callithrix jacchus, a estímulos sensoriais de filhotes não aparentados

Parental care in mammals is influenced by somatosensory stimuli from infants, such as vocalization and sight and by changes in the hormone levels of caretakers. The aim of this study was to evaluate the behavioral and hormonal responses of twelve non reproductive adult male common marmosets (Callithrix jacchus) to infant cues, vocalization recordings, sight and physical contact with newborn. Six out of twelve males had previous experience in caretaking. In article 1, adult males were exposed to newborn vocalizations for 10 minutes. On control condition no sound was presented. In article 2, males were tested on two conditions: a) Control: an empty acrylic transparent box (test box) was placed in male s cage for 15 minutes, and b) Experimental: males were exposed to newborns into a closed text box for 15 minutes. The cage was kept closed to prevented from tactile, smell and acoustic stimulation by the infant on common marmoset males. In article 3, males were exposed to an open or closed text box, which allowed or not their access to and social interaction with the infants. After each observation sessions, blood samples were collected to evaluate the cortisol levels of males. In all studies, behavioral response of adult males was significantly modified by newborns sight, vocalization and physical contact. Males approached and spent more time near the sound source and showed an increase in locomotion during sound exposure. Furthermore, males approached, smelled and spent more time near the test box when the newborn was inside it. There was no difference in behavioral pattern between experienced and non-experienced males in articles 1 and 2. In article 3, behavioral pattern of males was influence by previous caretaking experience. Experienced males recovered quicker and carried the infants more than the inexperienced ones. However, inexperienced males showed a decrease in recovery latency and an increase in carrying time after successive exposure to infants. Cortisol levels changed after exposure to infant s vocalization, especially for experienced adult males. Male hormonal profile was not affected by the sight of infants neither by their previous experienced in caretaking. The occurrence of social interaction between the caretaker and infant did not modify the hormonal profile of common marmoset males; however, as much as experienced males carried the infants their cortisol levels decreased. Thus, members of a social group or potential caretakers common marmosets exposed to sensory cues from dependent infant such as vocalization, sight, smell and physical contact, changed their behavioral and hormonal responses that are physiological modulators of parental behavior in common marmoset

Implicações do odor na percepção e escolha de parceiro

Why are we attracted to some people but not to other ones? How is this attraction established? Which signs are characteristic of a good partner? These and many other questions concerning how mate attraction and mate selection work out among humans have been intriguing behavioral scientists. It is well-known that beauty indicates something about a potential mate s health. The odor may indicate a similar assessment, if we can assess how pheromones are integrated into human sexual behavior. However, what is the relation between age preference and body scent evaluation? In order to investigate this question, this study´s objective was identifying evidences which show that olfactory cues might reveal the potential mate s age and that it coincides with the ideal mate s profile. To produce the stimuli, men and women had to wear cotton t-shirts for three nights in order to have their body odor impregnated. After that, opposite-sex individuals evaluated the intensity and attractivity of these odor impregnated tshirts according to two Likert scales (4 points scale for intensity; 7 points scale for attractivity). We found differences between men and women on body scent perception, that indicates a better scent discrimination for women when it concerns the perception of potential mate s age. Another finding was the negative correlation between intensity and attractiveness perception for both sexes. We also verified that mate selection strategies are plural, more than one tactic simultaneously fitting in the same strategy, but all of them are related to differential investment of each sex on their own reproductive success

Efeitos de vocalizações de co-específicos e do escuro sobre o ritmo circadiano da atividade motora em sagüis (Callithrix jacchus)

The principal zeitgeber for most of species is the light-dark photocycle (LD), though other environment factors as food availability, temperature and social cues may act. Daily adjustment of the circadian pacemaker may result from integration of environmental photic and non-photic cues with homeostatic cues. Characterization of non-photic effects on circadian timing system in diurnal mammals is scarce in relation to nocturnal, especially for ecologically significant cues. Thus, we analyzed the effect of conspecific vocalizations and darkness on circadian activity rhythm (CAR) in the diurnal primate Callithirx jacchus. With this objective 7 male adults were isolated in a room with controlled illumination, temperature (26,8 ± 0,2°C) and humidity (81,6 ± 3,6%), and partial acoustic isolation. Initially they were under LD 12:12 (~300:2 lux), and subsequently under constant illumination (~2 lux). Two pulses of conspecific vocalizations were applied in total darkness, separated by 22 days, at 7:30 h (external time) during 1 h. They induced phase delays at circadian times (CTs) 1 and 10 and predominantly phase advances at CTs 9 and 15. After that, two dark pulses were applied, separated by 14 days, during 1 h at 7:30 h (external time). These pulses induced phase delays at CTs 2, 3 and 18, predominantly phase advances at CTs 8, 10 and 19, and no change at CT 14. However, marmosets CAR showed oscillations in endogenous period and active phase duration influenced by vocalizations from animals outside the experimental room, which interfered on the phase responses to pulses. Furthermore, social masking and relative coordination with colony were observed. Therefore, phase responses obtained in this work cannot be attributed only to pulses. Afterwards, pulses of conspecific vocalizations were applied in total darkness at 19:00 h (external time), during 1 h for 5 consecutive days, and after 21 days, for 30 consecutive days, on attempt to synchronize the CAR. No animal was synchronized by these daily pulses, although oscillations in endogenous period were observed for all. This result may be due to habituation. Other possibility is the absence of social significance of the vocalizations for the animals due to random reproduction, since each vocalization has a function that could be lost by a mixture of sounds. In conclusion, conspecific vocalizations induce social masking and relative coordination in marmosets CAR, acting as weak zeitgeber