A COMUNICAÇÃO MERCADOLÓGICA E A APROPRIAÇÃO DE UM ESTILO DE VIDA – ESTUDO DE CASO DA MARCA HARLEY DAVIDSON NO BRASIL

Este estudo busca entender como um processo de comunicação mercadológica pode vincular na mente de seus consumidores elementos simbólicos sobre estilo de vida e pertencimento a uma comunidade da marca alimentando o imaginário de seus consumidores por meio de uma filosofia de vida e forma de viver muito particular. A argumentação da marca é regida em relação ao pertencimento de seus consumidores a uma "tribo", e o seu discurso aparenta ser semelhante em todos os cantos do mundo. O caso escolhido para estudo foi a Harley Davidson, pois é uma marca que integra todos esses elementos. Os procedimentos metodológicos escolhidos para esta dissertação foram pesquisa bibliográfica e documental, que contribuíram para a formação do conhecimento teórico e informacional. Além disso, uma pesquisa de campo subdividida em: observação participante com os consumidores da cidade de Sorocaba; participantes do HOG, que é o moto clube exclusivo da marca, coleta de entrevistas semiestruturadas com os membros do HOG de Sorocaba, concessionário Sorocaba e funcionários da empresa no Brasil. Por meio desse trabalho percebeu-se que a comunicação mercadológica e suas ações vêm ao encontro das aspirações, sensações e desejos dos consumidores e como eles se identificam com a marca e com o estilo de vida proporcionado por ela. Os consumidores Harley Davidson são grandes entusiastas da marca e da sua filosofia de vida.

Preeclampsia : an accelerator–brake defect disorder

Life's perfect partnership starts with the placenta. If we get this right, we have the best chance of healthy life. In preeclampsia, we have a failing placenta. Preeclampsia kills one pregnant woman every minute and the life expectancy of those who survive is greatly reduced. Preeclampsia is treated roughly the same way it was when Thomas Edison was making the first silent movie. Globally, millions of women risk death to give birth each year and almost 300,000 lose their lives in this process. Over half a million babies around the world die each year as a consequence of preeclampsia. Despite decades of research, we lack pharmacological agents to treat it. Maternal endothelial dysfunction is a central phenomenon responsible for the clinical signs of preeclampsia. In the late nineties, we discovered that vascular endothelial growth factor (VEGF) stimulated nitric oxide release. This led us to suggest that preeclampsia arises due to the loss of VEGF activity, possibly due to a rise in soluble Flt-1 (sFlt-1), the natural antagonist of VEGF. Researchers have shown that high sFlt-1 elicits preeclampsia-like signs in pregnant rats and sFlt-1 increases before the clinical signs of preeclampsia in pregnant women. We demonstrated that removing or reducing this culprit protein from preeclamptic placenta restored the angiogenic balance. Heme oxygenase-1 (HO-1 or Hmox1) that generates carbon monoxide (CO), biliverdin (rapidly converted to bilirubin) and iron is cytoprotective. We showed that the Hmox1/CO pathway prevents human placental injury caused by pro-inflammatory cytokines and suppresses sFlt-1 and soluble endoglin release, factors responsible for preeclampsia phenotypes. The other key enzyme we identified is the hydrogen sulfide generating cystathionine-gamma-lyase (CSE or Cth). These are the only two enzyme systems shown to suppress sFlt-1 and to act as protective pathways against preeclampsia phenotypes in animal models. We also showed that when hydrogen sulfide restores placental vasculature, it also improves lagging fetal growth. These molecules act as the inhibitor systems in pregnancy and when they fail, this triggers preeclampsia. Discovering that statins induce these enzymes led us to an RCT to develop a low-cost therapy (StAmP Trial) to prevent or treat preeclampsia. If you think of pregnancy as a car then preeclampsia is an accelerator–brake defect disorder. Inflammation, oxidative stress and an imbalance in the angiogenic milieu fuel the ‘accelerator’. It is the failure in the braking systems (the endogenous protective pathway) that results in the ‘accelerator’ going out of control until the system crashes, manifesting itself as preeclampsia.

Investigation of the Effect of Speed on the Dynamic Impact Factor for Bridges with Different Entrance Conditions, 2016

The dynamic interaction of vehicles and bridges results in live loads being induced into bridges that are greater than the vehicle’s static weight. To limit this dynamic effect, the Iowa Department of Transportation (DOT) currently requires that permitted trucks slow to five miles per hour and span the roadway centerline when crossing bridges. However, this practice has other negative consequences such as the potential for crashes, impracticality for bridges with high traffic volumes, and higher fuel consumption. The main objective of this work was to provide information and guidance on the allowable speeds for permitted vehicles and loads on bridges .A field test program was implemented on five bridges (i.e., two steel girder bridges, two pre-stressed concrete girder bridges, and one concrete slab bridge) to investigate the dynamic response of bridges due to vehicle loadings. The important factors taken into account during the field tests included vehicle speed, entrance conditions, vehicle characteristics (i.e., empty dump truck, full dump truck, and semi-truck), and bridge geometric characteristics (i.e., long span and short span). Three entrance conditions were used: As-is and also Level 1 and Level 2, which simulated rough entrance conditions with a fabricated ramp placed 10 feet from the joint between the bridge end and approach slab and directly next to the joint, respectively. The researchers analyzed and utilized the field data to derive the dynamic impact factors (DIFs) for all gauges installed on each bridge under the different loading scenarios.

Safety Assessment Tool for Construction Zone Work Phasing Plans, 2016

The Highway Safety Manual (HSM) is the compilation of national safety research that provides quantitative methods for analyzing highway safety. The HSM presents crash modification functions related to freeway work zone characteristics such as work zone duration and length. These crash modification functions were based on freeway work zones with high traffic volumes in California. When the HSM-referenced model was calibrated for Missouri, the value was 3.78, which is not ideal since it is significantly larger than 1. Therefore, new models were developed in this study using Missouri data to capture geographical, driver behavior, and other factors in the Midwest. Also, new models for expressway and rural two-lane work zones that barely were studied in the literature were developed. A large sample of 20,837 freeway, 8,993 expressway, and 64,476 rural two-lane work zones in Missouri was analyzed to derive 15 work zone crash prediction models. The most appropriate samples of 1,546 freeway, 1,189 expressway, and 6,095 rural two-lane work zones longer than 0.1 mile and with a duration of greater than 10 days were used to make eight, four, and three models, respectively. A challenging question for practitioners is always how to use crash prediction models to make the best estimation of work zone crash count. To solve this problem, a user-friendly software tool was developed in a spreadsheet format to predict work zone crashes based on work zone characteristics. This software selects the best model, estimates the work zone crashes by severity, and converts them to monetary values using standard crash estimates. This study also included a survey of departments of transportation (DOTs), Federal Highway Administration (FHWA) representatives, and contractors to assess the current state of the practice regarding work zone safety. The survey results indicate that many agencies look at work zone safety informally using engineering judgment. Respondents indicated that they would like a tool that could help them to balance work zone safety across projects by looking at crashes and user costs.

Holiday Traffic Fatalities in Iowa 1962 to 2015, March 7, 2016

Iowa fatal crashes and fatalities for the state of Iowa in 2015.

2000 Seat Belt Usage Survey, September 13, 2001

The good news is that safety belt usage on municipal road systems (city streets) increased 1.07 percent. This is encouraging since more than 45 percent of all motor vehicle crashes occur on city streets, and usage on the municipal road system has consistently been the lowest of the road systems studied. In communities where usage is good, enforcement and public education must be maintained in order to improve usage further; in communities where usage is still low, enforcement and public education must both be increased. Usage on the primary system (U.S. or state highways) rose 1.01 percent from the previous year. This is also welcome news because almost half of all fatalities (49 percent) occur on the primary road system. There was a decline in interstate belt use (-1.45 percent). Despite this decrease interstate usage is still traditionally the highest of all roadway categories presumably because the longer trips, higher travel speeds and large number of vehicles cause drivers to assume there is greater risk.

Upgrading Bridge Rails on Low-Volume Roads in Iowa, TR-679, 2016

Building on previous research, the goal of this project was to identify significant influencing factors for the Iowa Department of Transportation (DOT) to consider in future updates of its Instructional Memorandum (I.M.) 3.213, which provides guidelines for determining the need for traffic barriers (guardrail and bridge rail) at secondary roadway bridges—specifically, factors that might be significant for the bridge rail rating system component of I.M. 3.213. A literature review was conducted of policies and guidelines in other states and, specifically, of studies related to traffic barrier safety countermeasures at bridges in several states. In addition, a safety impact study was conducted to evaluate possible non-driver-related behavior characteristics of crashes on secondary road structures in Iowa using road data, structure data, and crash data from 2004 to 2013. Statistical models (negative binomial regression) were used to determine which factors were significant in terms of crash volume and crash severity. The study found that crashes are somewhat more frequent on or at bridges possessing certain characteristics—traffic volume greater than 400 vehicles per day (vpd) (paved) or greater than 50 vpd (unpaved), bridge length greater than 150 ft (paved) or greater than 35 ft (unpaved), bridge width narrower than its approach (paved) or narrower than 20 ft (unpaved), and bridges older than 25 years (both paved and unpaved). No specific roadway or bridge characteristic was found to contribute to more serious crashes. The study also confirmed previous research findings that crashes with bridges on secondary roads are rare, low-severity events. Although the findings of the study support the need for appropriate use of bridge rails, it concludes that prescriptive guidelines for bridge rail use on secondary roads may not be necessary, given the limited crash expectancy and lack of differences in crash expectancy among the various combinations of explanatory characteristics.

Socioeconomic Status and Health Behavior in Nepal

Thesis (Master's)--University of Washington, 2016-07

Safety Edge Crash Modification Factors, Tech Brief, 2016

This study evaluated the safety impact of the Safety Edge for construction projects in 2010 and 2011 in Iowa to assess the effectiveness of the treatment in reducing crashes.

Older Adult Injury Risk Assessment in the Driving and Occupational Environments

Thesis (Ph.D.)--University of Washington, 2016-08

Sistema de notificação e monitorização de acidentes para motociclos

A percentagem de utilização de motociclos tem vindo a crescer relativamente à utilização de veículos automóveis. Provavelmente, este número continuará a aumentar anualmente devido a diversos fatores: a mobilidade, a flexibilidade de circulação e o menor gasto de combustível. No entanto, um dos principais problemas da condução de motociclos é o elevado risco de acidente, comparativamente com os veículos automóveis. A segurança do condutor e passageiros, quando sujeitos a um acidente, merece total atenção. Convém, pois, encontrar soluções com capacidade de prevenir ou ajudar a minimizar o número de mortalidade que possam ocorrer diariamente. Uma maior atenção às medidas de segurança rodoviária veio diminuir o número de acidentes, no entanto, quando estes acontecem, a ajuda das unidades médicas demora algum tempo a chegar. Sabe-se que nestas situações, qualquer segundo pode fazer a diferença. Este é o problema que o autor deseja resolver. Na presente dissertação, o autor pretende demonstrar como desenvolveu um sistema para motociclos com a capacidade de reconhecer um acidente, enviando um alerta (SMS) com a informação do local da ocorrência (GPS). Este sistema foi preparado para operar em locais isolados com pouco ou nenhum tráfego rodoviário. Implementou-se no referido sistema uma tecnologia sem fios e fiabilizou-se um método capaz de ser utilizado em diversos modelos de motociclos. Procedeu-se à realização de interfaces que permitem monitorizar e possibilitar o reconhecimento da informação sobre o condutor e sobre o acidente, em tempo real.

The prevalence and characteristics associated with excessive daytime sleepiness among Australian workers

OBJECTIVE: To estimate the prevalence of excessive daytime sleepiness (EDS) and its associated factors in a mixed population of employed Australian workers. METHODS: Study participants (n = 707) were volunteers from various Melbourne workplaces, participating in a workplace physical activity program in 2008. Daytime sleepiness was assessed using the Epworth Sleepiness Scale (ESS), with EDS defined as ESS scores >10. RESULTS: In this population of adult employees (40.0% male; mean age 40.2 ± 10.4 years), prevalence of EDS was 16.0%. Characteristics associated with EDS and higher ESS scores were age, higher body mass index, markers of poorer diet, and markers of poorer mental health. CONCLUSIONS: Excessive daytime sleepiness is potentially an important contributor to lower productivity and poorer mental health in the workplace. Our finding suggests that workplace health programs aimed at improving diet and body weight may also help alleviate EDS.

Blood alcohol and injury in Bhutan: targeted surveillance in a national referral hospital emergency department

Bhutan is a low-middle-income country with poor roads, rapidly increasing motor vehicle use and heavy alcohol consumption. We estimated the proportion of emergency department patients presenting with injury who had positive blood alcohol. We sought to breathalyse and interview all adult patients (≥18 years) presenting with injury at the Jigme Dorji Wangchuck National Referral Hospital in the capital city Thimphu, from April to October 2015. Breath tests and interviews were conducted with 339 (91%) of 374 eligible adult patients. A third (34%) were alcohol-positive and 22% had blood alcohol concentrations >0.08 g/dL. The highest alcohol-positive fractions were for assault (71%), falls (31%) and traffic crashes (30%). Over a third (36%) of patients had a delay of >2 h between injury and breath test. The results underestimate blood alcohol concentrations at the time of injury so the true prevalence of pre-injury alcohol impairment is greater than our estimates suggest. Countermeasures are urgently needed, particularly roadside random breath testing and alcohol controls.

Essays on Emissions Trading Markets

This dissertation is a collection of three economics essays on different aspects of carbon emission trading markets. The first essay analyzes the dynamic optimal emission control strategies of two nations. With a potential to become the largest buyer under the Kyoto Protocol, the US is assumed to be a monopsony, whereas with a large number of tradable permits on hand Russia is assumed to be a monopoly. Optimal costs of emission control programs are estimated for both the countries under four different market scenarios: non-cooperative no trade, US monopsony, Russia monopoly, and cooperative trading. The US monopsony scenario is found to be the most Pareto cost efficient. The Pareto efficient outcome, however, would require the US to make side payments to Russia, which will even out the differences in the cost savings from cooperative behavior. The second essay analyzes the price dynamics of the Chicago Climate Exchange (CCX), a voluntary emissions trading market. By examining the volatility in market returns using AR-GARCH and Markov switching models, the study associates the market price fluctuations with two different political regimes of the US government. Further, the study also identifies a high volatility in the returns few months before the market collapse. Three possible regulatory and market-based forces are identified as probable causes of market volatility and its ultimate collapse. Organizers of other voluntary markets in the US and worldwide may closely watch for these regime switching forces in order to overcome emission market crashes. The third essay compares excess skewness and kurtosis in carbon prices between CCX and EU ETS (European Union Emission Trading Scheme) Phase I and II markets, by examining the tail behavior when market expectations exceed the threshold level. Dynamic extreme value theory is used to find out the mean price exceedence of the threshold levels and estimate the risk loss. The calculated risk measures suggest that CCX and EU ETS Phase I are extremely immature markets for a risk investor, whereas EU ETS Phase II is a more stable market that could develop as a mature carbon market in future years.

Development of Safety Performance Functions for SafetyAnalyst Applications in Florida

In 2010, the American Association of State Highway and Transportation Officials (AASHTO) released a safety analysis software system known as SafetyAnalyst. SafetyAnalyst implements the empirical Bayes (EB) method, which requires the use of Safety Performance Functions (SPFs). The system is equipped with a set of national default SPFs, and the software calibrates the default SPFs to represent the agency’s safety performance. However, it is recommended that agencies generate agency-specific SPFs whenever possible. Many investigators support the view that the agency-specific SPFs represent the agency data better than the national default SPFs calibrated to agency data. Furthermore, it is believed that the crash trends in Florida are different from the states whose data were used to develop the national default SPFs. In this dissertation, Florida-specific SPFs were developed using the 2008 Roadway Characteristics Inventory (RCI) data and crash and traffic data from 2007-2010 for both total and fatal and injury (FI) crashes. The data were randomly divided into two sets, one for calibration (70% of the data) and another for validation (30% of the data). The negative binomial (NB) model was used to develop the Florida-specific SPFs for each of the subtypes of roadway segments, intersections and ramps, using the calibration data. Statistical goodness-of-fit tests were performed on the calibrated models, which were then validated using the validation data set. The results were compared in order to assess the transferability of the Florida-specific SPF models. The default SafetyAnalyst SPFs were calibrated to Florida data by adjusting the national default SPFs with local calibration factors. The performance of the Florida-specific SPFs and SafetyAnalyst default SPFs calibrated to Florida data were then compared using a number of methods, including visual plots and statistical goodness-of-fit tests. The plots of SPFs against the observed crash data were used to compare the prediction performance of the two models. Three goodness-of-fit tests, represented by the mean absolute deviance (MAD), the mean square prediction error (MSPE), and Freeman-Tukey R2 (R2FT), were also used for comparison in order to identify the better-fitting model. The results showed that Florida-specific SPFs yielded better prediction performance than the national default SPFs calibrated to Florida data. The performance of Florida-specific SPFs was further compared with that of the full SPFs, which include both traffic and geometric variables, in two major applications of SPFs, i.e., crash prediction and identification of high crash locations. The results showed that both SPF models yielded very similar performance in both applications. These empirical results support the use of the flow-only SPF models adopted in SafetyAnalyst, which require much less effort to develop compared to full SPFs.