Investigando a experiência da fruição do futebol : estádio versus televisão

A pesquisa procura estudar a forma como o espetáculo futebol é percebido e valorizado por espectadores no estádio e na televisão. O modelo proposto por Holbrook (1999) sustenta a análise de narrativas que relatam comportamentos dos consumidores nos dois ambientes: arquibancada e sofá. Com base na abordagem sugerida por McCracken (1988), os dados foram coletados por entrevistas pessoais, em profundidade, que possibilitaram explorar as experiências dos entrevistados como espectadores regulares de futebol na televisão e no estádio. Foram analisados os tipos de valor do modelo de Holbrook (1999) mais representativos encontrados nos relatos. As narrativas indicaram substantivas diferenças entre os valores percebidos ao longo das experiências na arquibancada e no sofá. Esta dualidade serviu de fio condutor para a emergência de outros duplos conceituais extraídos das entrevistas - que se revelam subsídios para o desenvolvimento de estratégias de marketing. Concluiu-se que a valorização da partida de futebol é influenciada pela forma com a qual o espectador constrói os significados na experiência de consumo. Percebeu-se, desta forma, uma associação entre a abordagem semiológica (Eco, 2001), para a qual o valor (da informação) decorre das possibilidades de significados possíveis; e a proposição de Holbrook, para o qual o valor de consumo se sustenta numa vivência interativa. Impõe-se ao gestor, portanto, a missão de executar a tabelinha sofá-arquibancada. De maneira a potencializar seus respectivos atributos para o consumo - como a riqueza simbólica e a riqueza referencial - e a reforçar os traços complementares apontados nas entrevistas.

Associative priming in color naming: Interference and facilitation

In Experiment 1, color-naming interference for target stimuli following associated primes was greater in a group making a lexical decision to the prime than in a group reading the prime silently. High-frequency targets were responded to more quickly than low-frequency targets. In Experiment 2, with subjects naming the prime, there was evidence of associative interference when the prime and the target were grouped temporally but not when the intertrial interval was comparable with the prime-target interval. Associative primes presented at a short (120-msec) prime-target stimulus onset asynchrony facilitated color naming in Experiment 3. Taken together, the results suggest that the effect of faster processing of the base word in a color-naming task is facilitatory and that color-naming priming interference arises when associative prime processing increases conflict between word and color responses by enhancing phonological or articulatory activation of the base word.

Rewarded associative and instrumental conditioning after neonatal ventral hippocampus lesions in rats

Sprague Dawley rats were submitted to bilateral ventral hippocampus lesions 7 days after birth. This corresponds to the Lipska and Weinberger`s procedure for modeling schizophrenia. The aim of the present work was to test the learning capacity of such rats with an associative Pavlovian and an instrumental learning paradigm, both methods using reward outcome (food, sucrose or polycose). The associative paradigm comprised also a second learning test with reversed learning contingencies. The instrumental conditioning comprised an extinction test under outcome devaluation conditions. Neonatally lesioned rats, once adults (over 60 days of age), showed a conditioning deficit in the associative paradigm but not in the instrumental one. Lesioned rats remained able to adapt as readily as controls to the reversed learning contingency and were as sensitive as controls to the devaluation of outcome. Such observations indicate that the active access (instrumental learning) to a reward could have compensated for the deficit observed under the ""passive"" stimulus-reward associative learning condition. This feature is compared to the memory management impairments observed in clinical patients. (c) 2008 Elsevier B.V. All rights reserved.

Expectancy-based associative and identity priming in pronunciation

Evidence for expectancy-based priming in the pronunciation task was provided in three experiments. In Experiments 1 and 2, a high proportion of associatively related trials produced greater associative priming and superior retrieval of primes in a subsequent test of memory for primes, whereas high- and low-proportion groups showed comparable repetition benefits in perceptual identification of previously presented primes. In Experiment 2, the low-proportion condition had few associatively related pairs hut many identity pairs. In Experiment 3, identity priming was greater in a high- than a low-identity proportion group, with similar repetition benefits and prime retrieval responses for the two groups. These results indicate that when the prime-target relationship is salient, subjects strategically vary their processing of the prime according to the nature of the prime-target relationship.

DIFFERENT ROLE OF THE VENTRAL MEDIAL PREFRONTAL CORTEX ON MODULATION OF INNATE AND ASSOCIATIVE LEARNED FEAR

Reversible inactivation of the ventral portion of medial prefrontal cortex (vMPFC) of the rat brain has been shown to induce anxiolytic-like effects in animal models based on associative learning. The role of this brain region in situations involving innate fear, however, is still poorly understood, with several contradictory results in the literature. The objective of the present work was to verify in male Wistar rats the effects of vMPFC administration of cobalt chloride (CoCl(2)), a selective inhibitor of synaptic activity, in rats submitted to two models based on innate fear, the elevated plus-maze (EPM) and light-dark box (LOB), comparing the results with those obtained in two models involving associative learning, the contextual fear conditioning (CFC) and Vogel conflict (VCT) tests. The results showed that, whereas CoCl(2) induced anxiolytic-like effects in the CFC and VCT tests, it enhanced anxiety in rats submitted to the EPM and LOB. Together these results indicate that the vMPFC plays an important but complex role in the modulation of defensive-related behaviors, which seems to depend on the nature of the anxiety/fear inducing stimuli. (C) 2010 IBRO. Published by Elsevier Ltd. All rights reserved.

Associative learning in wild Anastrepha obliqua females (Diptera, Tephritidae) related to a protein source

The aim of the present study was to determine whether wild adult Anastrepha obliqua (Macquart, 1835) females are able to associate a compound (quinine sulphate - QS) not related to their habitual diet with a protein-enriched food. Females were first fed on diets based on brewer yeast and sucrose containing or not QS. The groups were then allowed to choose between their original diets and a diet with or without QS, depending on the previous treatment, and between a diet based on agar and a diet containing agar and QS. When the nutritional value of the diets was adequate, the females did not show any preference for the diet with or without QS. With respect to the agar diet and the agar + QS diet, females previously fed on a nutritive diet containing QS preferred the diet containing QS, indicating an association between the compound and the nutritional value of the diet. The importance of this behavioral strategy is discussed.

The Associative Dimension of Issue Ownership

Issue ownership is commonly conceptualized as multidimensional, consisting of a "competence" dimension and an "associative" dimension. Because existing operationalizations of issue ownership tap only the former dimension, we focus on associative issue ownership: the spontaneous identification between specific issues and specific parties in the minds of voters. Survey evidence from Belgium shows that the associative dimension of issue ownership can be measured, that it differs from competence issue ownership, and that it is an independent determinant of voting behavior.

Impairment of mossy fiber long-term potentiation and associative learning in pituitary adenylate cyclase activating polypeptide type I receptor-deficient Mice

The pituitary adenylate cyclase activating polypeptide (PACAP) type I receptor (PAC1) is a G-protein-coupled receptor binding the strongly conserved neuropeptide PACAP with 1000-fold higher affinity than the related peptide vasoactive intestinal peptide. PAC1-mediated signaling has been implicated in neuronal differentiation and synaptic plasticity. To gain further insight into the biological significance of PAC1-mediated signaling in vivo, we generated two different mutant mouse strains, harboring either a complete or a forebrain-specific inactivation of PAC1. Mutants from both strains show a deficit in contextual fear conditioning, a hippocampus-dependent associative learning paradigm. In sharp contrast, amygdala-dependent cued fear conditioning remains intact. Interestingly, no deficits in other hippocampus-dependent tasks modeling declarative learning such as the Morris water maze or the social transmission of food preference are observed. At the cellular level, the deficit in hippocampus-dependent associative learning is accompanied by an impairment of mossy fiber long-term potentiation (LTP). Because the hippocampal expression of PAC1 is restricted to mossy fiber terminals, we conclude that presynaptic PAC1-mediated signaling at the mossy fiber synapse is involved in both LTP and hippocampus-dependent associative learning.

Indirect hydrogen monitoring by chemi-ionisation following an associative ionisation pathway after metastable helium atoms production by electron impact ionisation: Protonation and deuteration of carrier gas

Gas chromatography (GC) is an analytical tool very useful to investigate the composition of gaseous mixtures. However, hydrogen (H2) detection after a GC separation is only possible with a Thermal Conductivity Detector (TCD), a Helium Ionisation Detector (HID) or expensive Atomic Emission Detector (AED). Recently, indirect H2 detection by GC coupled to mass spectrometry (MS) was demonstrated but the mechanism of carrier gas protonation remained unclear. With electron impact as ionisation source of MS and helium (He) as GC carrier gas, H2 is not ionised according the expected Penning ionisation neither according to the Associative ionisation. Rearrangement ionisation (RI) was found to be the main channel for H2 and D2 ionisation under GC-MS conditions used in most of laboratories using GC-MS, leading to the formation of [He−H]+ and [He−D]+ ions.