Fábio P Pádua Júnior
Fábio Pádua possui pós-doutorado (2016), doutorado (2014) e mestrado (2005) em Administração pela UFPR na linha de pesquisa Estratégia de Marketing e Comportamento do Consumidor, especialização (2001) em Marketing pela FAE Business School e graduação (1995) em Engenharia Eletrônica pela UTFPR. Possui experiência profissional internacional na Alemanha e nos Estados Unidos. Na área de telecomunicações, realizou o desenvolvimento de produtos para o mercado mundial, desde o projeto teórico até a linha de produção seriada. Foi gestor de equipes responsáveis por pesquisas de mercado. Foi empresário no ramo de lazer, responsável pelo marketing e gestão da comunicação da empresa em diversas mídias, tais como rádio, televisão, revista, redes sociais, internet e mobile. Realizou pesquisas acadêmicas sobre inovação em produtos de alta tecnologia em telecomunicações e também na área de comunicação não verbal. É professor de disciplinas relacionadas ao Marketing em cursos de graduação e pós-graduação. Atualmente é CEO & Founder da startup AppHour.
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Abstract The brand narrative helps to form and change attitudes and beliefs and is an important persuasion process. Given that this is a relatively unexplored subject, the purpose of this study is to analyze the narrative created by a third party on the Internet, and its influence on the brand image which allusion is made. The narrative persuasion processes using transportation (immersion in a text or story) and identification (audience connection with the character of the narrative) mechanisms are explored. Subjects watched two videos, and after that in-depth interviews were taken. The narrative of the first film is a parody that was created independently, while the second is a response from the brand. The results emphasize the process of " immersion " in the story and identification with the characters, which generates a direct impact on brand image, not always in a positive way.
affects the consumer’s adoption of high tech products. To do so, the relationship among consumer’s personal
characteristics, perceived characteristics, and personal influence, mediated by the decision difficulty, were
valued. A quantitative survey was conducted with 303 undergraduates, owners of cell phones. The results
indicate that the dependent variables analyzed had little or no influence in the adoption of new generation cell
phones. The mediating decision difficulty variable had a weak influence in the adoption of cell phones
innovations.
complex, affects the adoption of high technology products by consumers. As such, the
relationships between personal characteristics and the interpersonal influences of consumers
have been evaluated, considering the difficulties of decision making in the adoption of
technological innovations in cellular phones. There were two stages to the field research:
the first was qualitative, with in-depth interviews with consumers and professionals in the
field of cellular telephones; the second was quantitative, involving 303 university students
aged 17 to 25 who owned a cellular phone. The results obtained show that the independent
variables analyzed had a great deal of influence on the adoption of new generation telephones.
The moderating variable “Difficulty to Decide” had a relatively heavy influence on the adoption
of innovations in cellular phones.
consumer's satisfaction. However, negative emotions, such as regret, have extreme importance, although there
is little research addressing this issue. Other than collaborating for the literature development, the present thesis
has two objectives: verify if the effort undertaken by the consumer in the searching information process
influences his or her regret degree and analyze the relation between regret intensity and future claim intentions,
negative ‘word-of-mouth’ and repurchases. The results of the sample composed by teenagers suggest that: the
search of information doesn't influence the regret intensity; the probability of negative ‘word-of-mouth’ and claim
increase according to regret intensity; people with high regret degree tend to avoid repurchases. When the
sample is stratified by gender, the hypothesis of ‘the larger the intensity of regret, the larger the complaint
probability’ is confirmed for men and rejected for women.
methodologies applicable to management, such as pbl, distance learning and new assessment systems, taking into
account their possible impact on undergraduate students. Twelve in-depth interviews were conducted with students
and teachers. The results indicate that the use of pbl is viewed with suspicion and restriction by students, while
teachers believe that this methodology is a tool that aids student transformation. Both parties also have reservations
relating to distance learning due to the prejudice that still exists, but they all agree that it plays a key role as a teaching
aid. Teaching innovations lead to more student autonomy and multidisciplinary projects, which enable a broader view
that is not limited to the discipline. Finally, it was found that the assessment systems must be reviewed by teachers,
with a preference for mixed forms that take into account students’ individual characteristics.
Keywords: teaching innovation; problem-based learning; distance learning; assessment systems; information
technology and communication.
study explores the gambler's fallacy and the hot hand theory. This paper investigates the influence of
self-regulation in heuristics and biases used during consumer decision making. Two experiments were
conducted. The first one assessed if results of past performance of stocks affected consumer
preference to buy or sell those stocks. Results indicated a significant difference between gender in
decision making, with the occurrence of the gambler's fallacy for the male sample, but not for the
female sample. The second experiment investigated the role of self-regulation in the gambler's
fallacy and hot hand bias. Results showed that after the induction of self-regulation, it was noticed
the gambler's fallacy and the hot hand theory in some conditions, indicating changes in the decisions
made by consumers. We conclude that there is a significant influence of affective state in decision
making and that women are less susceptible to the gambler's fallacy than men.
Abstract The brand narrative helps to form and change attitudes and beliefs and is an important persuasion process. Given that this is a relatively unexplored subject, the purpose of this study is to analyze the narrative created by a third party on the Internet, and its influence on the brand image which allusion is made. The narrative persuasion processes using transportation (immersion in a text or story) and identification (audience connection with the character of the narrative) mechanisms are explored. Subjects watched two videos, and after that in-depth interviews were taken. The narrative of the first film is a parody that was created independently, while the second is a response from the brand. The results emphasize the process of " immersion " in the story and identification with the characters, which generates a direct impact on brand image, not always in a positive way.
affects the consumer’s adoption of high tech products. To do so, the relationship among consumer’s personal
characteristics, perceived characteristics, and personal influence, mediated by the decision difficulty, were
valued. A quantitative survey was conducted with 303 undergraduates, owners of cell phones. The results
indicate that the dependent variables analyzed had little or no influence in the adoption of new generation cell
phones. The mediating decision difficulty variable had a weak influence in the adoption of cell phones
innovations.
complex, affects the adoption of high technology products by consumers. As such, the
relationships between personal characteristics and the interpersonal influences of consumers
have been evaluated, considering the difficulties of decision making in the adoption of
technological innovations in cellular phones. There were two stages to the field research:
the first was qualitative, with in-depth interviews with consumers and professionals in the
field of cellular telephones; the second was quantitative, involving 303 university students
aged 17 to 25 who owned a cellular phone. The results obtained show that the independent
variables analyzed had a great deal of influence on the adoption of new generation telephones.
The moderating variable “Difficulty to Decide” had a relatively heavy influence on the adoption
of innovations in cellular phones.
consumer's satisfaction. However, negative emotions, such as regret, have extreme importance, although there
is little research addressing this issue. Other than collaborating for the literature development, the present thesis
has two objectives: verify if the effort undertaken by the consumer in the searching information process
influences his or her regret degree and analyze the relation between regret intensity and future claim intentions,
negative ‘word-of-mouth’ and repurchases. The results of the sample composed by teenagers suggest that: the
search of information doesn't influence the regret intensity; the probability of negative ‘word-of-mouth’ and claim
increase according to regret intensity; people with high regret degree tend to avoid repurchases. When the
sample is stratified by gender, the hypothesis of ‘the larger the intensity of regret, the larger the complaint
probability’ is confirmed for men and rejected for women.
methodologies applicable to management, such as pbl, distance learning and new assessment systems, taking into
account their possible impact on undergraduate students. Twelve in-depth interviews were conducted with students
and teachers. The results indicate that the use of pbl is viewed with suspicion and restriction by students, while
teachers believe that this methodology is a tool that aids student transformation. Both parties also have reservations
relating to distance learning due to the prejudice that still exists, but they all agree that it plays a key role as a teaching
aid. Teaching innovations lead to more student autonomy and multidisciplinary projects, which enable a broader view
that is not limited to the discipline. Finally, it was found that the assessment systems must be reviewed by teachers,
with a preference for mixed forms that take into account students’ individual characteristics.
Keywords: teaching innovation; problem-based learning; distance learning; assessment systems; information
technology and communication.
study explores the gambler's fallacy and the hot hand theory. This paper investigates the influence of
self-regulation in heuristics and biases used during consumer decision making. Two experiments were
conducted. The first one assessed if results of past performance of stocks affected consumer
preference to buy or sell those stocks. Results indicated a significant difference between gender in
decision making, with the occurrence of the gambler's fallacy for the male sample, but not for the
female sample. The second experiment investigated the role of self-regulation in the gambler's
fallacy and hot hand bias. Results showed that after the induction of self-regulation, it was noticed
the gambler's fallacy and the hot hand theory in some conditions, indicating changes in the decisions
made by consumers. We conclude that there is a significant influence of affective state in decision
making and that women are less susceptible to the gambler's fallacy than men.