Papers by Amyris Fernandez
Administracao De Empresas Em Revista, Dec 12, 2011
Bookmarks Related papers MentionsView impact
Handbook of Neurochemistry and Molecular Neurobiology, 2008
ABSTRACT Inflammation is a key component in the immunological defense of the organism against hea... more ABSTRACT Inflammation is a key component in the immunological defense of the organism against health-threatening pathogens. On the other hand, a dysregulated inflammatory response can lead to tissue damage and disease. In the central nervous system (CNS), the inflammatory response obeys different rules than the periphery. The presence of a selective blood–brain barrier, the lack of dendritic cells, the chronic downregulation of costimulatory molecules, and a bias towards an immunosuppressive environment are mainly responsible for the characteristic features of the inflammatory response in the CNS. Until recently, with the exception of multiple sclerosis, the inflammatory component present in major chronic neurodegenerative diseases has been regarded as a logical consequence of cell death with no major functional relevance but to remove cellular debris. However, inflammation is now known to have toxic and protective effects in chronic neurodegenerative diseases such as Parkinson's, Alzheimer's, and prion diseases. Microglial activation appears as a common feature to all these pathologies. However, microglial cells do not seem to be activated to an end-stage, proinflammatory phenotype during chronic neurodegeneration. Instead, they appear to be in a “primed” state where major proinflammatory cytokine production is tightly controlled. These observations are in agreement with the noninflammatory nature of apoptotic cell death. In addition, evidence is accumulating to favour the hypothesis that these “primed” microglial cells will produce an exacerbated amount of proinflammatory cytokines if a proinflammatory stimulus hits them in this state. The resulting exacerbated inflammatory response can lead to a toxic effect on the degenerating cells, exacerbating disease and aggravating symptoms. These observations are seminal to understand the pathophysiology of neurodegenerative diseases and prevent putative disease exacerbation by inflammation.
Bookmarks Related papers MentionsView impact
Proceedings of the Latin American Conference on Human Computer Interaction - CLIHC '15, 2007
Fashion blogs are a staple of contemporary media landscape; a personal and informal guide to fash... more Fashion blogs are a staple of contemporary media landscape; a personal and informal guide to fashion knowledge, goods and brands. This article focuses on understanding what type of influence fashion blogs have on customers buying decisions. Findings shown in this paper are the results of Usability Tests and interviews with readers of fashion blogs. The main objectives are the comprehension of how navigation flow affects buying decisions and how bloggers' outfits, photos and posts influence on reader's consumption. It was possible to report that fashion blogs have special impact on social classes B and C in Brazil; informing and guiding readers' social dress codes and, thereafter, influencing purchases. Usability tests showed that navigation problems frustrate readers, especially when it involves lack of outfit information or when navigation was disfavored over companies advertising interests. The discussion developed in this paper is the result of an exploratory research with a qualitative approach.
Bookmarks Related papers MentionsView impact
Abstract. Currently there is no accepted model of player experience in games. There are heuristic... more Abstract. Currently there is no accepted model of player experience in games. There are heuristics in the literature that help determine the quality of a video game. Some models try to assess enjoyment through flow, or extend current usability methods. Recent research on user experience describes key elements of a model of user experience with games, but do not take into consideration emotional reactions games triggered during this experience, and antecedent aspects of user profile that influences game players ’ preferences and may modify players ’ beliefs towards the title. This framework extends current usability methods by creating a tool where the relationship among game components gets clear. User tests showed a variety of relationships established among game components that lead or interfere in fun with games in a given platform.
Bookmarks Related papers MentionsView impact
Este artigo discorre sobre um modelo de medicao da qualidade da experiencia do consumidor on-line... more Este artigo discorre sobre um modelo de medicao da qualidade da experiencia do consumidor on-line. Ate recentemente as empresas nao tinham como saber se os consumidores estavam satisfeitos ou insatisfeitos com o material colocado on-line. Fortunas foram gastas em comunicacao pela Internet na tentativa de se atrair e fidelizar o consumidor, mas aquilo que o consumidor realmente pensava a respeito dos sites era ignorado, ou nao podia ser medido. Alem disso, a competicao esta aumentando. O numero de novos negocios que apareceu na Web nos ultimos meses foi explosivo e os investimentos em comunicacao aumentaram na mesma proporcao. Diferentes estrategias de comunicacao foram adotadas e diferentes mensagens foram exploradas. Inumeras vezes o consumidor comprou a promessa feita pela mensagem publicitaria e deparou-se com sites que em nada se assemelhavam ao que fora prometido. Ha algum tempo pesquisadores tem sugerido que a criacao de um ambiente digital bem desenhado e focado no consumidor...
Bookmarks Related papers MentionsView impact
O trabalho e um estudo exploratorio sobre o processamento de mensagens de entretenimento. O objet... more O trabalho e um estudo exploratorio sobre o processamento de mensagens de entretenimento. O objetivo do trabalho foi propor e testar um modelo de processamento de mensagens dedicado a compreensao de jogos digitais. Para realizar tal tarefa realizou-se um extenso levantamento de tecnicas de observacao de usuarios diante de softwares e midias, para conhecer as qualidades e limitacoes de cada uma dessas tecnicas, bem como de sua abordagem do problema. Tambem foi realizado um levantamento dos modelos de processamento de mensagens nas midias tradicionais e nas novas midias. Com isso foi possivel propor um novo modelo de analise de processamento de mensagens de entretenimento. Uma vez criado o modelo teorico, fez-se preciso testar se os elementos propostos como participantes desse processo estavam corretos e se seriam capazes de capturar adequadamente as semelhancas e diferencas entre a interacao entre jogadores e as diferentes midias. Por essa razao, estruturou-se uma ferramenta de colet...
Bookmarks Related papers MentionsView impact
A Internet devera crescer bastante nos proximos anos, como instrumento de E-Commerce. Isto se dev... more A Internet devera crescer bastante nos proximos anos, como instrumento de E-Commerce. Isto se deve ao crescimento do numero de consumidores conectados, com a rede e as vantagens que estes consumidores enxergam na compras pela Internet. O crescimento sera desigual ao redor do mundo, nos paises classificados em alta, media e baixa exposicao ao E-Commerce. Na Europa, o numero de computadores em lares chegara a 44 milhoes em 2004. Os aspectos legais do E-Commerce estao agora sendo resolvidos pelos paises mais desenvolvidos. Ha muitas dificuldades a vencer, mas caminha-se para um arcabouco legal no qual se privilegia a liberdade de comercio e a figura do consumidor. Os Estados Unidos e a Europa, por exemplo, defendem os seguintes principios: resguardo da seguranca e da privacidade, protecao a propriedade intelectual e taxas baixas para o comercio mundial. Tratados que incorporam estes principios ja foram celebrados entre os Estados Unidos e o Japao e entre os Estados Unidos e a Uniao Eur...
Bookmarks Related papers MentionsView impact
Esse artigo discorre sobre os formatos de publicidade em meios digitais e sobre o desafio que ist... more Esse artigo discorre sobre os formatos de publicidade em meios digitais e sobre o desafio que isto representa para os profissionais. A Internet, como midia, permite a troca eficiente de informacoes e incentiva a ligacao de um site com outro.
Bookmarks Related papers MentionsView impact
Currently there is no accepted model of player experience in games. There are heuristics in the l... more Currently there is no accepted model of player experience in games. There are heuristics in the literature that help determine the quality of a video game. Some models try to assess enjoyment through flow, or extend current usability methods. Recent research on user experience describes key elements of a model of user experience with games, but do not take into consideration emotional reactions games triggered during this experience, and antecedent aspects of user profile that influences game players’ preferences and may modify players’ beliefs towards the title. This framework extends current usability methods by creating a tool where the relationship among game components gets clear. User tests showed a variety of relationships established among game components that lead or interfere in fun with games in a given platform.
Bookmarks Related papers MentionsView impact
Table of Contents Prologue ......................................................................... more Table of Contents Prologue ..................................................................................................................... .....7 Foreword by Sam Inkinen Quo vadis, homo ludens? ............................................................... ... ... Julian Kücklich Set DeusEx.JCDentonMale bCheatsEnabled True: Cheating as a ...
Bookmarks Related papers MentionsView impact
Em 2004, as pessoas nascidas entre 1977 e 1994 estavam na adolescencia, portanto, entrando em cen... more Em 2004, as pessoas nascidas entre 1977 e 1994 estavam na adolescencia, portanto, entrando em cena como consumidores ativos de bens. E chamada Onda Jovem composta por 58 milhoes de brasileiros, ou seja, uma entre cada tres pessoas faz parte deste grupo.
Bookmarks Related papers MentionsView impact
As empresas de televisao americanas iniciaram o uso de infomerciais desde que seu orgao regulator... more As empresas de televisao americanas iniciaram o uso de infomerciais desde que seu orgao regulatorio supremo, o Federal Communications Commission (FCC) retirou as proibicoes de exibicao em 1984. Nesse mesmo momento foram criadas regras para sua aceitacao por redes de televisao, onde o ponto principal e qual o numero de horas que uma estacao de TV deve exibir desse tipo de formato. Em 2005, o formato infomercial comeca a despertar interesse e a ser utilizado com maior frequencia por marcas reconhecidas no Brasil e em todo o mundo, tirando dele o estigma de propaganda enganosa. O objetivo deste trabalho e conceituar e mostrar as caracteristicas do formato, ressaltando as vantagens e desvantagens dele frente a comerciais e a experimentacao. Para tal, procuramos fazer um levantamento de pesquisas recentes sobre o tema que mostrem como obter melhores resultados com sua exibicao.
Bookmarks Related papers MentionsView impact
Em Manutencao, Jul 25, 2008
As empresas de televisão americanas iniciaram o uso de infomerciais desde que seu órgão regulatór... more As empresas de televisão americanas iniciaram o uso de infomerciais desde que seu órgão regulatório supremo, o Federal Communications Commission (FCC) retirou as proibições de exibição em 1984. Nesse mesmo momento foram criadas regras para sua aceitação por ...
Bookmarks Related papers MentionsView impact
A computer game's player is experiencing not only the game as a designer-made artefact, but ... more A computer game's player is experiencing not only the game as a designer-made artefact, but also a multitude of social and cultural practices and contexts of both computer game play and everyday life. As a truly multidisciplinary anthology, Extending Experiences sheds new light on the mesh of possibilities and influences the player engages with. Part one, Experiential Structures of Play, considers some of the key concepts commonly used to address the experience of a computer game player. The second part, Bordering Play, discusses conceptual and practical overlaps of games and everyday life and the impacts of setting up, crossing and breaking the boundaries of game and non-game. Part three, Interfaces of Play, looks at games as technological and historical artefacts and commodities. The fourth part, Beyond Design, introduces new models for the practical and theoretical dimensions of game design.
Bookmarks Related papers MentionsView impact
Bookmarks Related papers MentionsView impact
Bookmarks Related papers MentionsView impact
Bookmarks Related papers MentionsView impact
Bookmarks Related papers MentionsView impact
Bookmarks Related papers MentionsView impact
HCI Conference Proceedings - Córdoba, Arg, 2015
Resumo: Mensagens de comunicação e profissionais voltados para a área buscam sempre conseguir o m... more Resumo: Mensagens de comunicação e profissionais voltados para a área buscam sempre conseguir o maior índice possível de sucesso na comunicação de um produto ou marca. Economistas renomados demonstraram que as escolhas de produtos são, em última instância, decisões muito mais emocionais que racionais. Por isso, tornou-se importante descobrir métodos de explorar os estados não verbais do comportamento do consumidor. Este artigo demonstra como a neurociência pode contribuir para o entendimento das reações emocionais dos consumidores diante de uma interface interativa, mais especificamente portais de comércio eletrônico. Também busca identificar as relações causais entre interfaces e emoções, buscando os métodos mais eficientes para revelar qual emoção é gerada por cada elemento em tela, sejam eles: alterações neurofisiológicas, expressões faciais ou foco de atenção do olhar. Neste artigo, procuramos mostrar o valor de integrar diferentes meios de acesso às áreas de maior atividade cerebral aos resultados de eye-tracking e softwares de reconhecimento de expressões faciais. Palavras-Chave: comunicação digital, neurociência, emoções. Introdução A presença de empresas no espaço digital deixou de ser uma opção para tornar-se absolutamente necessária. Em 2014, não estar presente na Internet e não ter uma presença adequada em aparelhos celulares significa perder a oportunidade de conversar com 100 milhões de potenciais compradores ou, se considerarmos o número de linhas ativas de celulares, significa deixar de aparecer em 270 milhões de aparelhos (TELECO, 2014). Uma vez que todas as classes sociais e diferentes potenciais de compra estão nesses espaços digitais, todas as empresas procuram oferecer seus produtos através destes meios (EBIT, 2014). O espaço digital tornou-se extremamente competitivo e importante para as empresas. Este movimento intensifica a competição e a disputa pelo mesmo cliente. Ter sucesso no espaço digital significa administrar melhor os recursos existentes. Portanto, saber quais são os elementos de um diálogo entre interface e usuários que colaboram com a tomada de decisão de uma compra e, com isso obter melhores resultados em termos de vendas, é muito importante.
Bookmarks Related papers MentionsView impact
Uploads
Papers by Amyris Fernandez
objective of this work was to test a model of message processing dedicated to understand
digital games. In order to accomplish the objective an extensive research on the observational
techniques was conducted in order to analyze the final user’s reaction upon software and
different kinds of media, thus learning the qualities and limitations of each technique. Another
research was conducted on the message processing models on new and traditional media. The
result made possible to propose a new model for analysis of entertainment message
processing. The development methodology required empirical tests. With this in mind a data
collection tool was structured. Later, the tool was tested with digital gamers of different ages
on their personal PCs and on an interactive digital television, thus finding how the different
elements correlate.
The following step of this research was to collect data from gamers used to play games
on cell phones. The objective with this was to collect data on the users experience in a media
that has several limitations such as size of the screen and size of the keyboard, to name a few.
The research result was that games played at media such as a PCs attract their users for
its aesthetics’ aspects, while games played on a cellular phone depend highly on its ability to
be interactive - much more so than a game played on a PC. With the results it is possible to
say that entertainment message processing rely upon the designer’s ability to understand the
limitation of each media and adequately construct the elements that compose the game’s
setting, thus guaranteeing the approval of its target.
Key-Words: communication, message processing, digital games, cell phones, empirical
study.
Finnish Lapland, but the collaboration leading up to the finished copy
you are holding was a learning process between three PhD students in
four countries and on two continents. Obviously, we are indebted to many.
We want to thank our home universities and thesis supervisors for offering us
the time and intellectual space to work with the book. In the beginning they
were just two, but now there are four to thank: IT University of Copenhagen,
Universidade Metodista de São Paulo, University of Lapland and University
of the West of England. Thanks to Espen Aarseth, Anker Helms Jorgensen,
Sebastão Squirra, Eija Timonen and Estella Tincknell.
As the IT University of Copenhagen was the place where we three, visiting
researchers at the time, met and started working on this book together, people
at the ITU Center for Computer Games Research are to thank. Especially
Jonas Heide Smith encouraged us by sharing his own editorial expertise.
We are grateful to our reviewers and writers, who showed significant
patience and experience throughout the process. Thanks go to Publishing
Coordinator Tuula Tervashonka from the University of Lapland Press for
helping us in many ways with her solid expertise.
This book was published with financial help from the collaborative Mediapolis
InnoMedia project carried through by three universities in the northern Finland:
Kemi-Tornio University of Applied Sciences, Rovaniemi University of Applied
Sciences and University of Lapland. The project was funded by the State Provincial
Office of Lapland, ERDF (European Regional Development Fund), Team Botnia
Inc. and the participant universities. We are very thankful to Tuomas Honka and
Harri Ryynänen from Mediapolis InnoMedia project for practical help as well as
support throughout the project.
Our aim for this book was to bring together work on the relationship
between games and their players. We also wanted to draw attention from
games to players, which again broadens our knowledge on games themselves.
Discussing player and games, the chapters of this book present a variety of
factors that influence player experience, or play experience, as lived, theorised, analysed and designed.
The chapters of this book are structured into four parts, each preceded
by an introduction discussing some of the common themes shared by its
chapters. The foreword by Sam Inkinen provides insights on the current and
upcoming developments of experiences with interactive media. The first part
of the book, Experiential Structures of Play, discusses some of the key concepts
often used to address players’ experiences. Chapters in Part 2, Bordering Play,
address the forms of computer game play which somehow, either practically
or conceptually break out from the ”magic circle”. Part 3, Interfaces of Play
takes the technology involved in computer game play as the starting point for
observations. The fourth and final part, Beyond Design, consists of insights on
game design, abstracted and structured into the form of two design models.
Copenhagen, Bristol and Sao Paolo,
March 2008
Olli Leino, Hanna Wirman & Amyris Fernandez