Thesis (Ph. D.)--University of Missouri-Columbia, 2006. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on July 21, 2008) Vita. Includes bibliographical references.

Title from first page of PDF document. Includes bibliographical references (p. 97-101).

Thesis (M.A.)--Miami University, Dept. of Psychology, 2004. / Title from first page of PDF document. Includes bibliographical references (p. 37-46).

Thesis (Ph. D.)--University of Washington, 2005. / Vita. Includes bibliographical references (leaves 150-161).

Thesis (MComm)--University of Stellenbosch, 2011. / AFRIKAANSE OPSOMMING: Organisasies bestaan om skaars produksiefaktore te verander na bemarkbare goedere en dienste. Aangesien organisasies deur mense bedryf en bestuur word, is hierdie instellings grotendeels afhanklik van hul menslike produksiefaktor om hul hoofdoel te bereik, nl. om hul wins te vergroot. Organisasies poog om geskikte werknemers aan te stel wat sal voldoen aan die vereistes van 'n spesifieke pos of dit selfs sal oortref. In 'n werkswêreld wat konstant verander, vereis tegnologie en die kenmerke van die werkswêreld dat hierdie persone deurgaans ontwikkel word om by te bly met verandering. Personeelkeuring en –ontwikkeling is dus kritieke bedrywighede van die Bedryfsielkundige en Menslike Hulpbronpraktisyn. Die Takseersentrum is 'n gewilde meetinstrument wat dikwels gebruik word vir die doel van keuring of ontwikkeling. Hierdie gewilde assesseringsmetode word hoog aangeskryf vir sy vermoë om toekomstige werksprestasie te voorspel. Takseersentrums wat gebruik word vir keuring doeleindes, toon inkrementele geldigheid bo meetinstrumente van persoonlikheid sowel as kognitiewe vaardigheidstoetse. Al word takseersentrums internasionaal en hier in Suid-Afrika dikwels gebruik, word hulle ook dikwels gekritiseer op grond van die vraag of hulle werklik die dimensies meet wat hulle veronderstel is om te meet. Die konstrukgeldigheid van takseersentrums word dikwels bevraagteken aangesien lae diskriminante en konvergerende geldigheid, sowel as hardnekkige oefeningseffekte, navorsingsbevindinge oorheers. Hierdie vraag is die beweegrede vir die huidige studie. Die doel met hierdie studie is om die konstrukgeldigheid van 'n ontwikkelingstakseersentrum te ondersoek. 'n Geriefsteekproef is gebruik om die navorsing te doen. Die data is verskaf deur 'n private konsultasie maatskappy in die vorm van die takseersentrumtellings van 202 persone wat in 'n eendaagse sentrum geassesseer is. Die sentrum is ontwikkel vir 'n Suid-Afrikaanse bankinstelling en het drie hoofdoelwitte, nl. om kandidate te identifiseer vir die rol van 'n nuwe posbeskrywing, om werknemers na meer topaslike rolle te verskuif en om toekomstige ontwikkelingsgeleenthede vir alle deelnemers te verskaf. Twaalf vaardighede is deur vier verskillende oefeninge geëvalueer. Verskeie beperkinge is opgelê deur die aard van die geriefsteekproef deurdat die navorser geen invloed op die ontwerp van die takseersentrum gehad het nie. Die aanvanklike twaalf vaardighede kon nie afsonderlik ontleed word nie en moes gevolglik as subdimensies in hul onderskeie globale faktore gekombineer word. Dit het gelei tot vier enkeldimensie (ED) metingsmodelle wat eers ondersoek moes word om gesigswaarde van konstrukgeldigheid te bewys voordat oefeninge by die bestaande modelle gevoeg kon word. Die vier afsonderlike oefeninge is in een globale oefeningseffek saamgevoeg. As gevolg van die ontoereikende getal indikators in die datastel kon net twee van die vier ED-modelle oefeninge insluit en dit het gelei tot twee enkeldimensie-, enkeloefening-metingsmodelle (EDEO). Inter-itemkorrelatsies is in SPSS bereken, gevolg deur bevestigende faktorontleding van elke afsonderlike metingsmodel in EQS wat gebruik is om die interne struktuur van die dimensies te bestudeer. Met een dimensie as uitsondering, impliseer die uitslae van die CFA dat die indikators van die takseersentrum (d.w.s. gedragsbeoordelings) nie daarin slaag om die onderliggende dimensie te weerspieël soos dit veronderstel was om te doen nie. Nadat die saamgestelde oefeningseffek byvoeg is, het slegs een van die twee dimensies geloofwaardige uitslae met buitengewoon goeie modelpassing en parameterskattings wat dui op dimensie- eerder as oefeningseffekte. As gevolg van hierdie bevindings word die geldigheid van die ontwikkelingsterugvoer wat elke deelnemer na die evaluering ontvang het, ernstig in twyfel getrek. Met die uitsondering van een dimensie se resultate, bevestig die resultate van hierdie studie vorige navorsingsbevindinge. / ENGLISH ABSTRACT: Organisations exist by transforming scarce factors of production into goods and services. Since organisations are run and managed by people, these institutions are largely dependent on their human production factor to achieve their main goal of maximising profits. Organisations strive to appoint suitable employees who will meet, even exceed, the requirements of a particular job position. In a constantly evolving world of work, advancing technology and inherent features of the modern working environment necessitate ongoing development of these individuals in order to keep up with the changes. Personnel selection and development are therefore crucial activities of the Industrial Psychologist and Human Resource Practitioner. The Assessment Centre (AC) is a popular measuring instrument that is often used for either selection or development purposes. This popular method of assessment has received a great degree of praise for its ability to predict future job performance. ACs have also shown incremental validity over and above both personality and cognitive ability measuring instruments when used for selection purposes. Nevertheless, despite the frequent use of ACs both internationally and locally in South Africa, ACs have been widely criticised on the basis of whether they actually measure the dimensions that they intend to measure. The question has often been asked whether ACs are construct valid, since low discriminant- and convergent validity, as well as persistent exercise effects, seem to dominate research findings. This question serves as the driving force of the present study. The aim of this study is to examine the construct validity of a development assessment centre (DAC). A convenience sample was used to pursue the research objective. The data was received from a private consultant company in the form of the AC ratings of 202 individuals who were assessed in a one-day DAC. The DAC was developed for a South African banking institution and had three main purposes, namely to identify candidates who fit the role of a new job position, to reposition employees into more appropriate roles, and to provide future development opportunities to all participants. Twelve competencies were assessed by four different exercises. Several limitations were imposed by the nature of the convenience sample since the researcher did not have an influence on the design of the AC. The initial twelve competencies were not represented by a sufficient number of indicators and could consequently not be statistically analysed on an individual level. These dimensions therefore had to be used as sub-dimensions to be combined within their respective global (second-order) factors. This resulted in four single trait (ST) measurement models that had to be investigated first to provide face value of construct validity before adding exercises into the existing models. The four separate exercises were integrated into one global exercise effect. The insufficient number of indicators within the data set brought about only two of the four ST models to be examined for any existing exercise effects. The result was two single trait, single exercise (STSE) measurement models. Inter-item correlations were calculated in SPSS, followed by confirmatory factor analysis on each respective measurement model in EQS used to study the internal structure of the dimensions. With one dimension as the exception, the results of the CFA imply that the DAC's indicators (i.e. behavioural ratings) in each second-order factor, fail to reflect the underlying dimension, as it was intended to do. When adding the conglomerated exercise effect, only one of the two dimensions had plausible results with good model fit and parameter estimates that leaned towards dimension and not exercise effects. Based on these findings, serious doubt is placed on the validity of the developmental feedback provided to each participant after the completion of the DAC. With one dimension as the exception, the present study's results corroborate previous research findings on the construct validity of ACs.

Thesis (MCom) --Stellenbosch University, 2015. / ENGLISH ABSTRACT: Organisations in a free market economy exist with the purpose to serve and provide the market with products and services that the market values while at the same time satisfying the triple bottom line of profit, people and planet. The extent to which an organisation will succeed in this aim, however, depends to a large extent on the calibre of its workforce. Human resource management represents a range of interventions with the purpose of contributing to an organisation’s success, through the acquisition and maintenance of a high quality and competent work force, as well as to ensure the effective and efficient use of human talent in a manner that will add value to an organisation. Personnel selection represents one of these human resource functions and thereby constitutes a critical human resource management intervention in as far as it attempts to regulate human capital movement into, through and out of the organisation with the expectation that this will result in increased employee job performance. Industrialorganisational psychologists and human resources practitioners frequently use psychometric/psychological tests in the selection process, which provide them with objective information on complex constructs such as intellectual ability or personality, that are hypothesised to be determinants of the level of job performance that selected applicants will achieve. Accurate predictions can however, only be derived from measures of such psychometric/psychological tests if the constructs they attempt to measure are in fact determinants of job performance, if the tests provide reliable, valid and unbiased measures of these constructs and the nature of the relationship between the predictor constructs and the criterion construct is validly understood. Personality represents an influential determinant of job performance. The Personality and Preference Inventory-Normative (PAPI-N) is a personality questionnaire that is widely used in industry. This provides the essential justification for the primary objective of this research, which was to evaluate the first-order factor structure of the PAPI-N through a factor analytic investigation on a relatively large sample of the South African working population. The data used in this study was obtained from the data archives of Cubiks (Pty) Ltd, with written permission from the intellectual property holder, to utilise the sample data for the purpose of this research. The South African PAPI-N database comprised all respondents who were assessed by Work Dynamics, the official distributor of Cubiks’s products and services in South Africa, in the period 2007 to 2012. Item and dimensionality analyses were performed on the 20 subscales of the PAPI-N as well as the Social Desirability scale. This was done to assess the success with which the subscales represented the underlying personality constructs. The results in the item analysis revealed that in about 50% of the PAPI-N subscales concern arose about the extent to which the items of the subscales responded in unison to systematic differences in a single underlying latent variable. Results from the dimensionality analysis showed that 12 of the 20 personality dimension measures were compatible with the position that the items comprising these subscales measure what they are designed to measure. In contrast, eight out of the 20 subscales failed the uni-dimensionality test. A spectrum of goodness-of-fit statistics was used to evaluate the measurement model fit. The measurement model’s overall fit was acceptable. The null hypothesis of exact fit was rejected but the null hypothesis of close fit could not be rejected (p>.05). The fit indices reflected a close fit in the parameter and a very good model fit in the sample. Although the measurement model fitted the data closely, the factor loadings (although statistically significant) were generally of a moderate degree. Approximately twenty-eight percent (27.78%) of the completely standardised factor loadings fell below the critical cut-off value of .50. This would suggest that the individual items generally (72.22%) do represent the latent personality dimensions they were designed to reflect acceptably well, but that in a little bit more than a quarter of the items, less than 25% of the variance in the item responses was due to variance in the latent variable it was designed to reflect. Discriminant validity was also investigated. The results showed that PAPI-N, although with some difficulty, permit the successful discrimination between the unique aspects of the latent personality dimensions. The results of the confirmatory factor analyses suggests that while the intention of the PAPI-N to have sets of items reflecting specific primary personality factors succeeded, the subscale item measures mostly hold a sizable amount of systematic and random error. Based on the above findings, this personality measure should be used with caution in personnel selection in South Africa. Nevertheless, this study serves to extend the understanding of the psychometric properties of the PAPI-N on samples different from the UK sample on which it was originally developed and standardised. Its findings should assist in eliciting the necessary further research needed to establish the psychometric credentials of the PAPI-N as a valuable assessment instrument in South Africa with confidence. Recommendations for future research are made. / AFRIKAANSE OPSOMMING: Organisasies in ‘n vrye-mark ekonomie het ten doel om die samelewing te dien en om die mark met produkte en dienste te voorsien wat waarde toevoeg, terwyl hulle terselfertyd die driedubbele eis van wins, mense en die planet bevredig. Die mate waarin die organisasie in hierdie doel slaag, hang egter in ‘n groot mate af van die kwaliteit van sy werksmag. Menslike hulpbronbestuur verteenwoordig 'n verskeidenheid ingrypings met die doel om by te dra tot 'n organisasie se sukses, deur die verkryging en instandhouding van 'n hoë gehalte en bekwame arbeidsmag, sowel as om die doeltreffende en doelmatige gebruik van menslike talent te verseker op 'n wyse wat waarde tot die organisasie toevoeg. Die keuring van personeel verteenwoordig een van hierdie menslike hulpbronfunksies. As sodanig vorm dit 'n kritieke menslike hulpbronbestuuringryping insoverre dit poog om die beweging van menslike kapitaal in, deur en uit die organisasie te reguleer met die verwagting dat dit sal lei tot verhoogde werksprestasie deur werknemers. Bedryfsielkundiges en menslike hulpbronpraktisyns gebruik dikwels psigometriese/sielkundige toetse in die keuringsproses, wat hulle met objektiewe inligting oor komplekse konstrukte soos intellektuele vermoë of persoonlikheid voorsien, onder die veronderstelling dat hulle belangrike determinante is van die vlak van werkverrigting wat gekeurde aansoekers sal bereik. Akkurate voorspellings kan egter slegs uit sodanige psigometriese/sielkundige toetse afgelei word indien die konstrukte wat hulle probeer meet, in werklikheid determinante van werkprestasie is, indien die toetse betroubare, geldige en onsydige metings van hierdie konstrukte gee en indien die aard van die verwantskap tussen die voorspellerkonstrukte en die kriteriumkonstruk geldig verstaan word. Persoonlikheid is 'n invoedryke determinant van werkprestasie. Die Personality and Preference Inventory-Normative (PAPI-N) is 'n persoonlikheidsvraelys wat algemeen in die bedryf gebruik word. Daarin lê die regverdiging vir die primêre doel van hierdie navorsing, naamlik om die eerste-orde faktor struktuur van die PAPI -N deur 'n factor-analitiese ondersoek op 'n relatief groot steekproef van die Suid-Afrikaanse werkende bevolking te evalueer, geleë. Die data wat in hierdie studie gebruik is, is verkry uit die data-argiewe van Cubiks (Pty) Ltd, met die skriftelike toestemming van die intellektuele eiendiom-eienaar, om die steekproefdata aan te wend vir die doel van hierdie navorsing. Die Suid-Afrikaanse PAPI-N databasis bestaan uit al die kandidate wat geassesseer is deur Work Dynamics, die amptelike verspreider van Cubiks se produkte en dienste in Suid-Afrika, in die tydperk 2007-2012. Item en dimensionaliteitsontledings is uitgevoer op die 20 subskale van die PAPI-N, sowel as die sosiale wenslikheidskaal. Dit is gedoen om die sukses te bepaal waarmee die subskale die onderliggende persoonlikheidskonstrukte verteenwoordig. Die resultate van die itemontleding het getoon dat ten opsigte van sowat 50 % van die PAPI-N subskale, kommer bestaan oor die mate waartoe die items van die subskale in harmonie reageer op sistematiese verskille in 'n enkele onderliggende latente veranderlike. Resultate van die dimensionaliteitontleding het getoon dat 12 van die 20 persoonlikheidsdimensiesmetings versoenbaar is met die standpunt dat die items waaruit hierdie subskale bestaan, meet wat hulle ontwerp is om te meet. In teenstelling hiermee het agt uit die 20 subskale nie die uni- dimensionaliteitstoets geslaag nie. A verskeidenheid pasgehalte-maatstawwe is gebruik om die pasgehalte van die metingsmodel te ondersoek. Oorkoepelend was die pasgehalte van die metingsmodel aanvaarbaar. Die nulhipotese van presiese passing is verwerp maar die nulhipotse van benaderde passing is nie verwerp nie (p>.05). The pasgehalte-maatstawwe het gedui op ‘n benaderde passing in die parameter en baie goeie modelpassing in die steekproef. Ofskoon die metingsmodel benaderde passing getoon het was die faktorladings (alhoewel statisties beduidend) oor die algemeen matig in omvang. Ongeveer agt-en-twintig present (27.78%) van die volledig gestandaardiseerde faktorladings was kleiner as die kritieke afsnywaarde van .50. Dit suggereer dat die items oor die algemeen (72.22%) wel die latent persoonlikheidsdimensies wat hul geoormerk is om te reflekteer, bevredigend reflekteer. In ‘n klein bietjie meer as ‘n kwart van die items is minder as 25% van die variansie in die itemresponse te wyte aan variansie in die latent veranderlike wat die item ontwerp was om te reflekteer. Diskriminantgeldigheid was ook ondersoek. Die resultate dui daarop dat die PAPI-N, ofskoon nie sonder problem nie, wel die suksesvolle onderskeid tussen die unieke aspekte van die persoonlikheidsdimensies moontlik maak. Die resultate van die bevestigende faktorontleding dui daarop dat, terwyl die bedoeling van die PAPI-N om stelle items te hê wat spesifieke primêre persoonlikheidsfaktore reflekteer geslaagd was, die subskaal-itemmetings meestal 'n aansienlike hoeveelheid sistematiese en toevallige fout bevat. Gebaseer op die bogenoemde bevindinge, moet hierdie persoonlikheidsmeting met omsigtigheid gebruik word in personeelkeuring in Suid-Afrika. Nietemin, dra hierdie studie by tot ‘n groter begrip van die psigometriese eienskappe van die PAPI-N op steekproewe wat verskil van die Verenigde Koninkryk steekproef waarop dit oorspronklik ontwikkel en gestandaardiseerd is. Die bevindinge sal help om die nodige verderde navorsing te ontlok wat nodig is om die PAPI-N met vertroue as 'n waardevolle meetinstrument in Suid-Afrika te vestig. Aanbevelings vir toekomstige navorsing word gemaak.

Acquired Brain Injury (ABI) has been associated with significant family disruption, yet few studies explore the experiences of child-relatives. This cross-sectional study sought to explore the experiences of young people and their families (n = 3) following parental ABI. The major aims were (1) to develop an understanding of the processes by which family members make sense of events, and (2) to explore the implications for adjustment in young people and their families. A Personal Construct Psychology (PCP) methodology was implemented and construal processes were identified through individual interviews facilitated by Perceiver Element Grids (PEG; Procter, 2002). The Family Assessment Device (FAD; Epstein et al., 1983) and the Strengths and Difficulties Questionnaire (SDQ; Goodman, 1997) were used to explore aspects of adjustment. Data analysis comprised of two parts; intra-family and inter-family exploration of similarities and differences in construal. The themes identified suggest that following ABI, family members may be faced with a process of reconstrual, in which they are required to assimilate new information into their construct systems, renegotiate their roles, and come to terms with loss. The research offers an insight into some of the processes that may contribute to patterns of interpersonal relating that may negatively impact on adjustment. Psychological support following parental ABI may therefore be a crucial component of supporting young people and their families through these changes whilst reducing the impact on their own psychosocial wellbeing. This research offers an insight into the experiences of three families at one moment in time. Further exploration is recommended to better inform clinical practice, and ensure that the needs of this population are not overlooked.

The present research investigated paternal filicide in South Africa. It aimed to understand the factors underlying fathers killing their child/children. Study one explored paternal filicidal offenders' processes of construction, construing of events leading to the filicide, and meanings of their lived experience of killing their child/children. Study two examined the filicidal offenders' extended families' construction processes, construing of events before the killing, lived experience and construing of filicide, and construing of the filicidal offenders' construing of the filicide. Four paternal filicidal offenders and nine family members of the offenders who had different backgrounds (i.e., age, racial, ethnicity, cultural, educational, occupational, and the nature of the filicide) were purposively sampled and recruited into the research. Personal construct theory (Kelly, 1955) underpinned this research. A semi-structured individual interview which was structured according to the Experience Cycle Methodology (ECM) interview proforma (Oades & Viney, 2012), Perceive Element Grid (PEG) (Procter, 2002), and the ABC model (Tschudi, 1977), were administered to the filicidal and family participants. Data was analysed using Interpretative Phenomenological Analysis (Smith, Flowers, & Larkin, 2009) and personal construct analytic methods (diagnostic construct analysis, PEG, ECM, and the ABC model). The analysed themes suggest that filicide might co-occur with familicide and attempted suicide by the offender in some instances. While in many filicidal cases intimate/marital problems might be contributing factors, in a few cases filicide might be accidental in which it might not be precipitated by intimate/marital discord. Most filicidal offenders who tend to only construe their partners/wives and intimate/marital relationships in terms of positive construct poles might slot rattle when encountering invalidations of constructions. The encountered problems might trigger threat, anxiety, in which the problems are experienced as unconstruable, and anger which might lead to hostility. The filicidal offenders might lack constructions to deal with the issues which might result in unaddressed problems which might lead to a sense of being overwhelmed and feelings of hopelessness. The filicidal offenders might broaden or delimit their perceptual field or fluctuate between constriction and dilation to construe and cope with the situation. They might exceed their inhibition ability which might result in the avoided issues and inhibited feelings exploding in violence. The extended family members might not intervene in the couples' problems, if intervening might be possible, because of an unawareness of issues as a result of submergence and constriction in which they avoid construing the couples' problems, limit their views to issues, and minimise the seriousness of the construed problems. Psychological support, personal construct family therapy and Employee Assistance Program, might help the filicidal offenders cope with their intimate/marital problems, and therefore might prevent filicide. Considering the implications of the filicide on the offenders' identities, relations, and relationships, and also the relationships of their families, intervention programs such as Restorative Justice and sport might help the offenders re-establish their sense of self, find commonality and sociality while rebuilding the damaged relationships.

Teaching is a complex and fundamentally collaborative process, through which knowledge and skills are acquired as a result of repeated interactions between teachers and students. The effectiveness of these interactions depends on both the instructional environment created by the teacher and the extent to which students engage with that environment. The current study combines these dimensions of teaching to (a) evaluate the construct validity of two instruments: the Middle School Intervention Project Classroom Observation Tool (MSIP-COT) and the Student Engagement Instrument (SEI), and (b) test the extent to which these measures predict differences in reading proficiency for middle school students who struggle with reading. Observation, engagement, and reading achievement data were collected for a sample of 1,446 reading intervention students from 25 middle schools in the Pacific Northwest participating in an evaluation of state and local education programs. Instruments were evaluated by fitting a series of measurement models to the observation and engagement data. The results of the best fitting models were then used in a cross-classified, multilevel structural equation model to predict differences in reading proficiency and evaluate the direct and mediational effects of engagement and instructional environment. Results provided reasonably strong evidence for both measures as indicators of their respective constructs but limited support for the direct and mediational effects of observed instructional environment and self-reported student engagement on reading proficiency for these students. Limitations and directions for future research are discussed.

Made available in DSpace on 2014-12-17T13:53:12Z (GMT). No. of bitstreams: 1 JoaoBatistaSN.pdf: 726908 bytes, checksum: fdca88451aa5642543b0de65875fb92c (MD5) Previous issue date: 2007-09-06 / This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques / O presente o estudo tem por objetivo conhecer o n?vel de dom?nio e influ?ncia do constructo neuromarketing junto a profissionais de ag?ncias publicidade no Brasil. Visto a presen?a pouco difundida dos conceitos dessa nova abordagem, bem como a escassez de an?lises nessa ?rea, ? um estudo qualitativo e explorat?rio baseado em fontes prim?rias, atrav?s do levantamento de livros e artigos na ?rea de marketing, neuroci?ncia e psicologia, e fontes secund?rias. Foi realizada uma entrevista em profundidade nas principais ag?ncias de publicidade do Brasil, com os gerentes da ?rea de planejamento, e posterior an?lise de conte?do. Os avan?os na ci?ncia do c?rebro v?em permitindo desenvolvimentos tecnol?gicos inovadores voltados para o conhecimento de experi?ncias inconscientes dos consumidores, as quais s?o respons?veis por impulsionar as suas tomadas de decis?es e comportamentos de compra. Tais novidades relacionam-se ao Neuromarketing que, atrav?s das t?cnicas de neuroimagem, como a FMRI, a PET e o FDOT, escaneia o c?rebro dos consumidores produzindo figuras da estrutura ou do funcionamento dos neur?nios, enquanto eles se envolvem em v?rias tarefas mentais como visualizar uma marca, imagem ou produto, ou assistir a v?deos e propagandas comerciais. Observou-se que mesmo cientes das limita??es dos atuais instrumentos de pesquisa e da constante busca por novas tecnologias, as ag?ncias de publicidade n?o conhecem totalmente os conceitos relacionados ao neuromarketing. Com rela??o ?s t?cnicas de neuroimagem h? um un?nime desconhecimento, por?m, algumas ag?ncias visualizaram impactos positivos na utiliza??o dessas t?cnicas para avaliar filmes criados e no modo de entender o consumidor. Constatou-se que a neuroimagem seria mais uma t?cnica dentre outras utilizadas, mas, sua aplica??o ainda n?o ? real, pois, existem algumas barreias no mercado e dentro das pr?prias ag?ncias. Essas barreiras, juntamente com os questionamentos e o pouco conhecimento do assunto fazem com que a influ?ncia do neuromarketing n?o seja sentida de forma pr?tica no meio publicit?rio. Al?m disso, observouse, com o advento do neuromarketing, que n?o haveriam mudan?as estruturais e funcionais dentro das ag?ncias, pois, a operacionaliza??o dos aparelhos de neuroimagem dever?o acontecer nos institutos de pesquisa ou nos centros de pesquisas das grandes empresas. Os resultados autorizam afirmar que o n?vel de dom?nio do constructo neuromarketing nas ag?ncias de publicidade brasileira ? apenas te?rico, pois, pouco se conhece a respeito dos estudos neurol?gicos e, absolutamente nada, das t?cnicas de neuroimagem