Página 1 dos resultados de 866 itens digitais encontrados em 0.004 segundos

Atitude do consumidor frente à propaganda: um estudo sobre os apelos racionais e emocionais da propaganda na indústria farmacêutica; Consumer's attitude toward advertising: a study about rational and emotional appeals in pharmaceutical industry ads

Huertas, Melby Karina Zúñiga
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 28/11/2005 PT
Relevância na Pesquisa
37.56%
Diante de discrepâncias na literatura sobre a recomendação de alguns modelos de propaganda de se emparelhar os apelos (racionais ou emocionais) à atitude do consumidor sobre o produto (predominantemente cognitiva ou predominantemente afetiva), o objetivo geral desta Tese foi avaliar tal recomendação. A revisão bibliográfica evidenciou algumas lacunas teóricas: 1) generalização indevida de resultados de estudos sobre formatos de propaganda para produtos de outras categorias; 2) não mensuração direta dos componentes cognitivo e afetivo da atitude do consumidor nos modelos de propaganda, que consideram apenas o tipo de necessidade que o produto satisfaz e o envolvimento do consumidor como determinante da atitude sobre o produto; 3) não consideração de outras características do consumidor, além do envolvimento, como determinante da atitude nos modelos de propaganda; 4) ausência da atitude do consumidor sobre o produto dentre os antecedentes da atitude do consumidor frente a anúncio. Procurando superar tais deficiências, foi empreendida pesquisa de campo contemplando: a) uma categoria de produto específica (medicamentos / medicamentos para emagrecer); b) a mensuração dos componentes cognitivo e afetivo da atitude; c) a avaliação de outras características do consumidor (estado de saúde / peso e experiência com o produto) que influenciam sua atitude; d) atitude do consumidor sobre o produto como possível antecedente da atitude dele frente a anúncio. A pesquisa empírica consistiu de três etapas. A primeira...

Superior Tribunal de Justiça e recurso especial: análise da função e reconstrução dogmática; Appeals to Brazilian Supreme Courts: function analysis and practice

Costa, Guilherme Recena
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 09/05/2011 PT
Relevância na Pesquisa
37.05%
O tema dos recursos excepcionais, direcionados às Cortes Supremas, é de enorme importância no processo civil contemporâneo. Esse trabalho busca definir, à luz da Teoria do Direito e do Direito Comparado, quais funções devem ser assinaladas ao Superior Tribunal de Justiça para, a partir disso, poder realizar uma reconstrução dogmática do procedimento do recurso especial. Não há dúvida de que, à luz dos princípios do Estado de Direito, aos Tribunais Superiores deve ser hoje asinalada uma função precipuamente prospectiva, voltada para a orientação dos juízes e jurisdicionados por meio do estabelecimento de precedentes, e não para os litigantes, de forma retrospectiva. A experiência comparada e a análise detida do funcionamento dos Tribunais Superiores demonstra que bons resultados só podem ser cumpridos mediante mecanismos que permitam selecionar os recursos com base na sua importância. Defende-se, por isso, a criação de um filtro para o recurso especial, à semelhança do que já conhece o recurso extraordinário brasileiro por meio da exigência de repercussão geral da questão constitucional debatida. Em face da função prospectiva do Superior Tribunal de Justiça devem ser interpretados todos os demais problemas que gravitam em torno do recurso especial e do acesso à Corte (distinção entre fato e direito...

Técnica de julgamento de recursos repetitivos pelo Supremo Tribunal Federal e pelo Superior Tribunal de Justiça; Technique of judgement of repetitive appeals by Supreme Court (STF) and by Superior Court of Justice (STJ)

Galdiano, José Eduardo Berto
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 12/05/2014 PT
Relevância na Pesquisa
37.59%
Esta dissertação analisa a técnica de julgamento de recursos repetitivos pelo Supremo Tribunal Federal (STF) e Superior Tribunal de Justiça (STJ) técnica de julgamento por amostragem , instituída no direito brasileiro pelas Leis federais ns. 11.418/2006 e 11.672/2008, que respectivamente incluíram no Código de Processo Civil os artigos 543-B e 543-C. Na primeira parte do trabalho, são abordados temas correlatos, relativos à tendência de valorização da jurisprudência no direito brasileiro, bem como às funções, importância e admissibilidade dos recursos extraordinários e especiais. Na segunda parte, são analisadas as justificativas de criação da técnica, relacionadas ao equacionamento do problema do excesso de recursos repetitivos no STF e no STJ. Além disso, são traçados os aspectos gerais do instituto, analisando-se a sua inspiração em procedimentos de julgamento por amostragem do direito estrangeiro, a sua caracterização como técnica de ampliação da eficácia persuasiva dos precedentes do STF e do STJ e suas diferenças e semelhanças com a repercussão geral. São também enfrentadas as questões relativas à constitucionalidade do julgamento por amostragem, apresentando-se um olhar crítico sobre a jurisprudência do STF e do STJ...

Valores culturais e apelos nos anúncios publicitário da televisão angolana : estudo exploratório

Silva, Eliane Pinheiro da
Fonte: Instituto Superior de Economia e Gestão Publicador: Instituto Superior de Economia e Gestão
Tipo: Dissertação de Mestrado
Publicado em //2014 POR
Relevância na Pesquisa
27.45%
Mestrado em Marketing; Esta dissertação pretende explorar a relação entre os valores culturais angolanos e os apelos publicitários utilizados nos anúncios publicitários comerciais da televisão angolana. Recorrendo à análise de conteúdo e à listagem de apelos de Pollay (1983), foram analisados sessenta e quatro anúncios publicitários da televisão angolana, dos quais trinta e cinco são do sector das telecomunicações, dezassete correspondem a anúncios do sector das bebidas alcoólicas e doze são do sector das bebidas não alcoólicas. Os resultados da investigação sugerem que os apelos dominantes dos anúncios publicitários são afiliação/pertença, lazer/diversão, juventude, identidade nacional, tecnologia, popular, efetivo, sexo/romance, família, modernidade, distintivo. Infere-se uma relação de congruência dos apelos afiliação/pertença, identidade nacional com a dimensão de sentido unidade da cultura angolana, como também, a predominância do apelo família pode estar associada à dimensão elevado sentido de família. Em relação às conotações, símbolos, valores presentes na mensagem publicitária, os resultados da codificação apontam para a expressão do orgulho nacional, o retrato da figura feminina...

Gain-Framed Messages Do Not Motivate Sun Protection: A Meta-Analytic Review of Randomized Trials Comparing Gain-Framed and Loss-Framed Appeals for Promoting Skin Cancer Prevention

O’Keefe, Daniel J.; Wu, Daisy
Fonte: MDPI Publicador: MDPI
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
27.31%
Persuading people to undertake actions to prevent skin cancer is an important public health challenge. A number of studies have compared the effectiveness of gain-framed and loss-framed appeals in this domain, often expecting gain-framed appeals to be more persuasive. A meta-analytic review (k = 33, N = 4,168), however, finds no significant difference in the persuasiveness of gain- and loss-framed appeals for encouraging skin cancer prevention. This conclusion is unaffected by differences in the specific protective action advocated or by differences in the kind of outcomes invoked. But the results offer an intimation that men might be more susceptible to framing variations in this domain—with loss-framed appeals potentially having a persuasive advantage.

The Impact of Threat Appeals on Fear Arousal and Driver Behavior: A Meta-Analysis of Experimental Research 1990–2011

Carey, Rachel N.; McDermott, Daragh T.; Sarma, Kiran M.
Fonte: Public Library of Science Publicador: Public Library of Science
Tipo: Artigo de Revista Científica
Publicado em 17/05/2013 EN
Relevância na Pesquisa
27.31%
The existing empirical research exploring the impact of threat appeals on driver behavior has reported inconsistent findings. In an effort to provide an up-to-date synthesis of the experimental findings, meta-analytic techniques were employed to examine the impact of threat-based messages on fear arousal and on lab-based indices of driving behavior. Experimental studies (k = 13, N = 3044), conducted between 1990 and 2011, were included in the analyses. The aims of the current analysis were (a) to examine whether or not the experimental manipulations had a significant impact on evoked fear, (b) to examine the impact of threat appeals on three distinct indices of driving, and (c) to identify moderators and mediators of the relationship between fear and driving outcomes. Large effects emerged for the level of fear evoked, with experimental groups reporting increased fear arousal in comparison to control groups (r = .64, n = 619, p<.01). The effect of threat appeals on driving outcomes, however, was not significant (r = .03, p = .17). This analysis of the experimental literature indicates that threat appeals can lead to increased fear arousal, but do not appear to have the desired impact on driving behavior. We discuss these findings in the context of threat-based road safety campaigns and future directions for experimental research in this area.

The Appeals Process and Adjudicator Incentives

Shavell, Steven
Fonte: University of Chicago Press Publicador: University of Chicago Press
Tipo: Artigo de Revista Científica
EN_US
Relevância na Pesquisa
27.31%
The appeals process—whereby litigants can have decisions of adjudicators reviewed by a higher authority—is a general feature of formal legal systems (and of many private decision‐making procedures). The appeals process leads to the making of better decisions because it constitutes a threat to adjudicators whose decisions would deviate too much from socially desirable ones. Further, it yields this benefit without absorbing resources to the extent that adjudicators can anticipate when appeals would occur and would want to make decisions to forestall the actual occurrence of appeals.

Identifying and Analyzing Natural Hazard Based Appeals At the Ontario Municipal Board

Bohan, Stephen
Fonte: Quens University Publicador: Quens University
Tipo: Outros
EN
Relevância na Pesquisa
27.31%
This report examines land use planning appeals made to the Ontario Municipal Board between the years of 2006 and 2011. The report examines specific planning appeals that contain a significant natural hazard component. For the purposes of this report the term ‘natural hazard’ refers specifically to the three main natural hazards identified in the 2005 Provincial Policy Statement, including flood hazards, erosion hazards, and dynamic beach hazards. The objective of this research is to provide insight into the trends associated with OMB decisions on appeals with substantial natural hazard components. Building from the objective, the goal of this report is to provide planners involved with OMB hearings a better understanding of how the Board interprets and adjudicates appeals with significant natural hazard components, thus allowing for a better understanding of what types of arguments may find favour with the Board.

Evolution in the usage of localised appeals in Japanese and American print advertising

Okazaki, Shintaro; Mueller, Barbara
Fonte: Advertising Association Publicador: Advertising Association
Tipo: Artigo de Revista Científica
ENG
Relevância na Pesquisa
27.31%
Based on global consumer culture theory, this empirical investigation examines how the usage of local appeals in Japanese and American advertising content has shifted over a period of nearly three decades. It replicates and improves upon Mueller’s investigation (Journal of Advertising Research, 1987, 27(3)). Content analysis determined the existence or absence of five traditionally Japanese appeals vs five traditionally Western appeals in 2005 issues of women’s, general interest, business and sports magazines published in each country. A total of 899 US ads and 853 Japanese ads were collected. Japanese advertisers appear to have turned to a rather more direct and persuasive selling approach, but continue to maintain a tradition of Japanese subtlety. American ads have shifted from a hard-hitting and aggressive strategy to a more benefit-orientated strategy with a distinctly softer touch. Appeals employed, however, were found to vary with the product category promoted. Overall, findings suggest that while Japanese advertising may have become somewhat more ‘American’, American advertising appears to have become significantly more ‘Japanese’. Possible future convergence between Eastern and Western advertising has implications for international marketers as they craft messages to appeal to these audiences.

Analysis of General Accounting Office, Armed Services Board of Contract Appeals, and Federal Court of Claims decisions on disputes involving performance specifications

Murphy-Sweet, Philip A.
Fonte: Monterey, California. Naval Postgraduate School Publicador: Monterey, California. Naval Postgraduate School
Formato: xii, 87 p. : ill. ; 28 cm.
Relevância na Pesquisa
37.05%
Approved for public release; distribution is unlimited; Approved for public release; distribution is unlimited; This thesis analyzed rulings and court cases from the General Accounting Office, Armed Services Board of Contract Appeals and Federal Court of Claims with respect to contract protests and disputes involving Performance Specifications. Performance Specifications generally leave the contractor open to decide the best means to accomplish the work of a contract and deliver the product called for in the contract. As compared with Design Specifications, which tell the contractor exactly the processes and materials that must be used to accomplish the task, Performance Specifications only specify the final product to be delivered and the parameters it will fulfill or operate within, and thus leave the contractor open to decide the best processes and procedures to accomplish the task. The use of Performance Specifications in the Defense acquisition process has been mandated from the Secretary of Defense since 1994. The intent in using Performance Specifications was to provide incentive to the contractor to become innovative and resourceful in performing the contract and hopefully, result in cost avoidances and savings to the Federal Government. This thesis will examine protests and disputes from the above sources to evaluate the use of Performance Specifications to date and compile any patterns of success or failure that can then be passed on to today's acquisition workforce.; Lieutenant Commander...

"You can trust me": An examination of trust -in -the -brand advertising appeals

Li, Fuan
Fonte: FIU Digital Commons Publicador: FIU Digital Commons
Tipo: Artigo de Revista Científica
EN
Relevância na Pesquisa
27.67%
Using trust-in-the-brand appeals in advertising has been a very common practice However, research has yet to examine the effectiveness of such appeals. Can the use of trust appeals in advertising enhance a product's trustworthiness and help the advertiser gain consumers' trust? Might such appeals lead to more favorable attitudes toward the advertised brand? Given the absence of research that speaks to these questions, this dissertation attempts to fill this void by exploring persuasion outcomes of using trust appeals. Specifically, this research aims to assess whether the use of trust appeals affects persuasion; explicate how such appeals may work; anticipate when an ad containing trust appeals may be more or less effective; and finally conduct and report the results of preliminary empirical tests. ^ A conceptual model is offered in the dissertation describing how trust appeals may affect persuasion outcomes. It is proposed that using trust advertising appeals will result in more trust-related thinking, enhance the perceived trustworthiness of the advertised brand, and finally lead to more favorable brand attitudes and trial intentions. This dissertation also examines the differential effectiveness of alternative trust appeals. Elaborate trust appeals that provide substantiation for trust are expected to perform better than simple trust appeals. An implicit elaborate trust appeal is anticipated to outperform an explicit elaborate appeal. ^ Two experiments were conducted. Including a trust appeal in an ad enhanced the perceived trustworthiness of the advertised brand which...

Apelos racionais e emocionais na propaganda de medicamentos de prescrição: estudo de um remédio para emagrecer; Rational and emotional appeals in prescription drug advertising: study of a weight loss drug

HUERTAS, Melby Karina Zuniga; CAMPOMAR, Marcos Cortez
Fonte: Associação Brasileira de Pós-Graduação em Saúde Coletiva Publicador: Associação Brasileira de Pós-Graduação em Saúde Coletiva
Tipo: Artigo de Revista Científica
POR
Relevância na Pesquisa
37.31%
A propaganda Direta ao Consumidor (DC) de medicamentos encoraja as pessoas a perguntar aos médicos por determinados medicamentos e tratamentos que requerem prescrição médica. Para aumentar o poder persuasivo, modelos de propaganda recomendam equiparar os apelos (racionais e/ou emocionais) à atitude do consumidor sobre o produto (cognitiva e/ou afetiva). Essa recomendação gera controvérsias no âmbito da propaganda DC. Apelos emocionais seriam sempre inadequados, embora freqüentemente utilizados, nesse tipo de propaganda. Devido à inexistência de evidência empírica sobre a perspectiva do consumidor, empreendeu-se um levantamento descritivo com objetivo de avaliar: i) os componentes da atitude sobre medicamentos; ii) a atitude e as intenções comportamentais frente a anúncios DC (um com apelos racionais e outro com apelos emocionais). Escolheu-se um medicamento de prescrição para emagrecer. Constatou-se atitude predominantemente cognitiva sobre o produto e atitude e intenção comportamental mais favorável frente a anúncio racional. Cognição negativa sobre o produto foi marcante, anulando o poder persuasivo de apelos emocionais.; The Direct-to-Consumer (DTC) advertising of medicines encourages people to ask doctors for certain medicines and treatments that require medical prescription. In order to enhance their persuasive power...

Sibling power: influence of older siblings' persuasive appeals on younger siblings' judgements about risk taking behaviours.

Morrongiello, B. A.; Bradley, M. D.
Fonte: PubMed Publicador: PubMed
Tipo: Artigo de Revista Científica
Publicado em /03/1997 EN
Relevância na Pesquisa
27.31%
OBJECTIVES: Although many injuries happen when school age children are away from home and in the company of other children, we know surprisingly little about interpersonal influences on children's risk taking decisions. The aim of the present study was to examine the influence of older siblings' persuasive appeals on young children's decisions about engaging in behaviours that could threaten their physical safety. METHODS: Forty same sex sibling pairs participated. Children were shown drawings of play scenes (bicycling, river crossing, and sledding), with each depicting lower and higher risk paths of travel. Children of 8 years made initial decisions as to which paths they would take. Subsequently, their older sibling acted as a confederate and tried to persuade them to change their decisions. RESULTS: After the appeals of older siblings, younger children significantly shifted their decisions: choices of less risky paths replaced the initial selection of more risky paths, and vice versa. A positive sibling relationship was predictive of younger siblings' decision changes. Boys and girls were equally effective in persuasion but they did so using different types of arguments, with boys communicating primarily appeals to fun and girls emphasizing appeals to safety. CONCLUSIONS: These findings highlight the effect that older siblings can have on risk taking decisions of younger siblings. Accordingly...

United States Court of Appeals for the Federal Circuit Disposition Sheet

United States Court of Appeals for the Federal Circuit
Fonte: Universidade Duke Publicador: Universidade Duke
Tipo: Outros
Publicado em 13/09/2011 EN_US
Relevância na Pesquisa
47.21%
United States Court of Appeals for the Federal Circuit Disposition Sheet stating that the petition for rehearing was denied.

Decision on Case No. 2010-1405: Association for Molecular Pathology v. Myriad Genetics, Inc., et al.

The United States Court of Appeals for the Federal Circuit
Fonte: Universidade Duke Publicador: Universidade Duke
Tipo: Outros
Publicado em 29/07/2011 EN_US
Relevância na Pesquisa
37.05%
Decision issued by the United States Court of Appeals for the Federal Circuit on Association of Molecular Pathology v. Myriad Genetics, Inc., et al (No. 2010-1406). Opinion for the court was filed by Judge Lourie, with opinions concurring in part filed by Judge Moore and concurring in part and dissenting in part by Judge Bryson.

New findings for contemporary marketing to Black men: A Content analysis of alcoholic beverage ad appeals from Ebony and GQ magazines

Myers, Joshua Jedidiah
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
EN_US
Relevância na Pesquisa
37.31%
The present study uses content analysis to investigate differences in alcoholic beverage advertisement appeals, from Ebony and Gentlemen's Quarterly magazines, aimed at Black men in contrast to the mainstream male demographic. The present study reports that there are no significant statistical differences between ad appeals aimed at Black men and the mainstream male demographic. Consequently, it is suggested that cultural unawareness has displaced racial and ethnic stereotyping in contemporary marketing to Black men. Future research should concern appeals Black media make to their own markets to expose the biases of Black consumer groups who misrepresent the issue of race in contemporary marketing.

Proposed Revisions to Policy C.09 (Parking and Traffic Citation Appeals Policy) 3/12/2015

Vercauteren, Randy
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Trabalho em Andamento
EN_US
Relevância na Pesquisa
37.05%
Proposed Policy C09.0 (Parking and Traffic Citation Appeals Policy) 3/12/2015

Visual and textual appeals in banner advertising: A Content analysis

Perez, Louis
Fonte: Rochester Instituto de Tecnologia Publicador: Rochester Instituto de Tecnologia
Tipo: Tese de Doutorado
EN_US
Relevância na Pesquisa
37.05%
This study investigated textual and visual variables of banner advertisements. A number of research questions were addressed by content analyzing banner advertisements from social media and social networking Websites, including YouTube and Facebook. Implications of linking types of banner advertisements to types of social media sites, including differences between visual and textual content of banner advertisements, are addressed. Results indicate that there were notable differences between banner advertisements found on these sites. Ads are more likely to contain greater visual aspects such as animation on social media sites than they are on social networking sites. Further studies should examine how visual and textual appeals affect recognition and attitudes towards a brand or product.

Laughter vs. fear : the role of political humor in combating fear appeals

Steele, Kayla
Fonte: University of Delaware Publicador: University of Delaware
Tipo: Tese de Doutorado
Relevância na Pesquisa
27.31%
Hoffman, Lindsay; This study explores political humor???s role in combating the effects of televised fear appeals. While late-night political humor grows in popularity, so does the usage of political fear appeals. Although recent research has supported the idea that programs like The Daily Show and Colbert Report are associated with increased political knowledge and participation (Brewer and Cao, 2006; Baum, 2003a), studies have failed to explore if and how political humor can interrupt and counteract the negative effects of fear appeals. The results of an online experiment indicate that humor does, in fact, lessen the amount of fear felt after viewing a fear appeal, but the specific content of the humorous message does not seem to play a sizable role. In comparison to fear appeals, individuals like the makers of humorous messages better, show more positive attitudes towards humorous messages, perceive higher credibility in the makers to of the humorous stimuli, and perceive greater argument quality in humorous messages. The results also lend support to the discounting cue hypothesis. Implications for political humor research are discussed.; University of Delaware, Department of Communication; M.A.

Gender differences in student attitudes towards sexual appeals in print advertising

Klug,Philippa; Vigar-Ellis,Debbie
Fonte: South African Journal of Economic and Management Sciences Publicador: South African Journal of Economic and Management Sciences
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/01/2012 EN
Relevância na Pesquisa
37.05%
Sexuality is a widely used appeal in advertising today. The aim of this research was to establish whether or not this form of advertising connects with South African students and whether gender differences existed. A triangulated research design with data collected in focus groups, was used. The findings generally indicated negative attitudes towards sexual appeals in advertising. The main difference in gender responses was that males responded more negatively to adverts that contained male models as opposed to female models, whereas, women responded in similar ways regardless of the gender of the model.