Estudo dos efeitos das cores e da simulação mental incorporada na propaganda sobre o comportamento do consumidor

Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Sócio-Econômico, Programa de Pós-Graduação em Administração, Florianópolis, 2017.A propaganda consiste em um importante componente para a implementação eficiente do conceito de marketing. De modo, alguns aspectos devem ser considerados para o desenvolvimento de uma propaganda eficaz, dentre eles estão o emprego das cores e uso da simulação mental incorporada, essa última consiste na configuração de imagens mentais automáticas num indivíduo motivadas por sua exposição às reproduções verbais ou visuais de objetos. Neste sentido, a presente dissertação se propôs a analisar os efeitos da presença de imagens coloridas versus imagens em preto e branco e da simulação mental incorporada na propaganda sobre o comportamento do consumidor. Para tanto, a metodologia adotada foi de caráter quantitativo e como plano de pesquisa, um estudo causal, contemplando as seguintes variáveis dependentes: atenção; atitudes sobre o produto, sobre a marca e sobre a propaganda e; intenção de compra. Desta forma, foram realizados três estudos experimentais em laboratório, conduzidos em salas de aulas com estudantes de graduação, os quais responderam a um questionário ao serem expostos a diversos anúncios contendo variações de cores (colorido x preto e branco) e da orientação das mãos do modelo (mão dominante x mão não dominante). Como resultados, de maneira geral, a presença de imagens coloridas em propagandas tende a resultar em maiores efeitos sobre o comportamento do consumidor quando comparadas a utilização de imagens em preto e branco, principalmente no que se refere à atitude sobre o produto anunciado. Quanto a orientação de produtos visando o aumento da simulação mental incorporada, nesta pesquisa não foram encontrados indícios significativos da influência desta variável sobre o comportamento dos consumidores. Por fim, são destacadas contribuições teóricas e gerenciais deste estudo, bem como suas limitações e sugestões para futuras pesquisas.Abstract : Advertising is an important component for the efficient implementation of the marketing concept. So some aspects must be considered for the development of an effective advertisement, among them are the use of colors and use of embodied mental simulation, the latter refers to the configuration of automatic mental images in an individual motivated by their exposure to verbal reproductions or visual objects. In this sense, the present dissertation proposed to analyze the effects of the presence of color images versus black and white images and of the mental simulation incorporated in the advertising about consumer behavior. Therefore, the methodology used was quantitative and as a research plan, a causal study, contemplating the following dependent variables: attention; Attitudes about the product, about the brand and about the advertising; buy intention. In this way, three experimental studies were carried out in the laboratory, conducted in classrooms with undergraduate students, who answered a questionnaire when they were exposed to several ads containing color variations (color x black and white) and orientation of the hands Model (dominant hand vs. non-dominant hand). As a result, in general, the presence of colored images in advertisements tends to result in greater effects on consumer behavior when compared to the use of black and white images, especially with regard to the attitude about the advertised product. Regarding the orientation of products aimed at increasing the incorporated mental simulation, in this research there were no significant indications of the influence of this variable on consumer behavior. Finally, we highlight the theoretical and managerial contributions of this study, as well as its limitations and suggestions for future research

Bibliotecário empreendedor

TCC (graduação em Biblioteconomia) - Universidade Federal de Santa Catarina, FlorianópolisBibliotecário é um profissional liberal que trata a informação e a torna acessível ao usuário, independente do suporte informacional. Ele trabalha em bibliotecas, centros de documentação e pode gerir redes e sistemas de informação além de gerir recursos informacionais e trabalhar com tecnologia de ponta. A pesquisa teve como objetivo conhecer quais as habilidades e competências necessárias ao profissional bibliotecário que atua em unidades de informação para que desempenhe suas atividades de maneira empreendedora. A fundamentação teórica aborda o perfil do empreendedor, qualidades empreendedoras, perfil do bibliotecário, mercado de trabalho, habilidades e competências do bibliotecário e perfil do bibliotecário empreendedor. A pesquisa desenvolvida foi de natureza exploratória, qualitativa/quantitativa e documental, delimitada aos bibliotecários que fazem parte da Associação Catarinense de Bibliotecários (ACB). Nesta investigação, o instrumento utilizado na coleta de dados foi o questionário. Os resultados mostram que as atividades mais desenvolvidas pelos bibliotecários são: atendimento ao usuário, disseminação da informação, processamento técnico e pesquisa. As habilidades que os bibliotecários mais desenvolvem são: produzir soluções rapidamente (demonstrar agilidade), demonstrar capacidade de adaptação aos novos métodos de trabalho, controlar a execução dos planos de atividade, operar computadores, periféricos e outros recursos tecnológicos. Suas principais competências são: trabalhar em equipe e em rede, manter-se atualizado e demonstrar capacidade empreendedora

Impact of tire debris on in vitro and in vivo systems

BACKGROUND: It is estimated that over 80% of respirable particulate matter (PM(10)) in cities comes from road transport and that tire and brake wear are responsible for the 3–7% emission of it. Data on the indicators of environmental impact of tire debris (TD), originated from the tire abrasion on roads, are extremely scarce, even though TD contains chemicals (zinc and organic compounds) which can be released in the environment. METHODS: TD particle morphology was analysed with SEM, TEM and FIB instruments. TD eluates and TD organic extracts were tested at dilution series on human cell lines and Xenopus laevis embryos. 50 and 100 g/L TD were used for the eluates obtained after 24 h at pH 3 and the quantity of zinc present was measured with a ICP-AES. Eluates diluted to 1%, 10%, 50% in culture media and undiluted were used on X. laevis embryos in the FETAX test. HepG2 cells were exposed for 24 h to 0.05 – 50 μg/ml of zinc salt while A549 cells were exposed for 24, 48 and 72 h to 10, 50, 60, or 75 μg/ml of TD extract. X. laevis embryos were exposed to 50, 80, 100, or 120 μg/ml TD extract. RESULTS: The solution of undiluted 50 g/L TD produced 80.2% mortality (p < 0.01) in X. laevis embryos and this toxic effect was three times greater than that produced by 100 g/L TD. Zn accumulation in HepG2 cells was evident after 4 h exposure. A549 cells exposed to TD organic extract for 72 h presented a modified morphology, a decrease in cell proliferation and an increase in DNA damage as shown by comet assay. The dose 80 μg/ml of TD extract produced 14.6% mortality in X. laevis embryos and 15.9% mortality at 120 μg/ml. Treatment with 80, 100, or 120 μg/ml TD organic extract increased from 14.8% to 37.8% malformed larvae percentages compared to 5.6% in the control. CONCLUSION: Since the amount of Zn leached from TD is related to pH, aggregation of particles and elution process, the quantity of TD present in the environment has to be taken into account. Moreover the atmospheric conditions, which may deeply influence the particle properties, have to be considered. The TD organic fraction was toxic for cells and organisms. Thus, because of its chemical components, TD may have a potential environmental impact and has to be further investigated

The role of SerpinB2 in human bronchial epithelial cells responses to particulate matter exposure

Exposure to particulate matter (PM) has been related to the onset of adverse health effects including lung cancer, but the underlying molecular mechanisms are still under investigation. Epithelial-to-mesenchymal transition (EMT) is regarded as a crucial step in cancer progression. In a previous study, we reported EMT-related responses in the human bronchial epithelial cell line HBEC3-KT, exposed to Milan airborne winter PM2.5. We also found a strong modulation of SERPINB2, encoding for the PAI-2 protein and previously suggested to play an important role in cancer. Here we investigate the role of SERPINB2/PAI-2 in the regulation of EMT-related effects induced by PM exposure in HBEC3-KT. PM exposure (up to 10 µg/cm2) increased SERPINB2 expression, reduced cell migration and induced morphological alterations in HBEC3-KT. Changes in actin structure and cadherin-1 relocalization were observed in PM-exposed samples. Knockdown of SERPINB2 by siRNA down-regulated the CDH1 gene expression, as well as PAI-2 and cadherin-1 protein expression. SERPINB2 knockdown also increased cell migration rate, and counteracted the PM-induced reduction of cell migration and alteration of cell morphology. SERPINB2 was found to be greatly down-regulated in a HBEC2-KT transformed cell line, supporting the importance of this gene in the regulation of EMT. In conclusion, here we show that PAI-2 regulates CDH1 gene/cadherin-1 protein expression in bronchial HBEC3-KT cells, and this mechanism might be involved in the regulation of cell migration. SERPINB2 down-regulation should be considered part of EMT, and the over-expression of SERPINB2 in PM-exposed samples might be interpreted as an initial protective mechanism.The role of SerpinB2 in human bronchial epithelial cells responses to particulate matter exposurepublishedVersio

Adhesive/Repulsive Codes in Vertebrate Forebrain Morphogenesis.

The last fifteen years have seen the identification of some of the mechanisms involved in anterior neural plate specification, patterning, and morphogenesis, which constitute the first stages in the formation of the forebrain. These studies have provided us with a glimpse into the molecular mechanisms that drive the development of an embryonic structure, and have resulted in the realization that cell segregation in the anterior neural plate is essential for the accurate progression of forebrain morphogenesis. This review summarizes the latest advances in our understanding of mechanisms of cell segregation during forebrain development, with and emphasis on the impact of this process on the morphogenesis of one of the anterior neural plate derivatives, the eyes

Coordinated Morphogenetic Mechanisms Shape the Vertebrate Eye.

The molecular bases of vertebrate eye formation have been extensively investigated during the past 20 years. This has resulted in the definition of the backbone of the gene regulatory networks controlling the different steps of eye development and has further highlighted a substantial conservation of these networks among vertebrates. Yet, the precise morphogenetic events allowing the formation of the optic cup from a small group of cells within the anterior neural plate are still poorly understood. It is also unclear if the morphogenetic events leading to eyes of very similar shape are indeed comparable among all vertebrates or if there are any species-specific peculiarities. Improved imaging techniques have enabled to follow how the eye forms in living embryos of a few vertebrate models, whereas the development of organoid cultures has provided fascinating tools to recapitulate tissue morphogenesis of other less accessible species. Here, we will discuss what these advances have taught us about eye morphogenesis, underscoring possible similarities and differences among vertebrates. We will also discuss the contribution of cell shape changes to this process and how morphogenetic and patterning mechanisms integrate to assemble the final architecture of the eye

Transcriptional profiling of human bronchial epithelial cell BEAS-2B exposed to diesel and biomass ultrafine particles

Background: Emissions from diesel vehicles and biomass burning are the principal sources of primary ultrafine particles (UFP). The exposure to UFP has been associated to cardiovascular and pulmonary diseases, including lung cancer. Although many aspects of the toxicology of ambient particulate matter (PM) have been unraveled, the molecular mechanisms activated in human cells by the exposure to UFP are still poorly understood. Here, we present an RNA-seq time-course experiment (five time point after single dose exposure) used to investigate the differential and temporal changes induced in the gene expression of human bronchial epithelial cells (BEAS-2B) by the exposure to UFP generated from diesel and biomass combustion. A combination of different bioinformatics tools (EdgeR, next-maSigPro and reactome FI app-Cytoscape and prioritization strategies) facilitated the analyses the temporal transcriptional pattern, functional gene set enrichment and gene networks related to cellular response to UFP particles.Results: The bioinformatics analysis of transcriptional data reveals that the two different UFP induce, since the earliest time points, different transcriptional dynamics resulting in the activation of specific genes. The functional enrichment of differentially expressed genes indicates that the exposure to diesel UFP induces the activation of genes involved in TNFa signaling via NF-kB and inflammatory response, and hypoxia. Conversely, the exposure to ultrafine particles from biomass determines less distinct modifications of the gene expression profiles. Diesel UFP exposure induces the secretion of biomarkers associated to inflammation (CCXL2, EPGN, GREM1, IL1A, IL1B, IL6, IL24, EREG, VEGF) and transcription factors (as NFE2L2, MAFF, HES1, FOSL1, TGIF1) relevant for cardiovascular and lung disease. By means of network reconstruction, four genes (STAT3, HIF1a, NFKB1, KRAS) have emerged as major regulators of transcriptional response of bronchial epithelial cells exposed to diesel exhaust.Conclusions: Overall, this work highlights modifications of the transcriptional landscape in human bronchial cells exposed to UFP and sheds new lights on possible mechanisms by means of which UFP acts as a carcinogen and harmful factor for human health