À l’heure actuelle, la discrimination ethnique cause une variété de malaises dans différentes sphères de la vie sociale. Dans le contexte de lutte contre les préjugés et la discrimination ethniques, il existe un éventail de techniques et de méthodes qui s’attaquent à ces phénomènes. Parmi celles-ci, la publicité sociale – l’outil communicationnel du marketing social – est celle qui a retenu notre intérêt. Par ailleurs, les recherches relatives à la lutte contre la discrimination et à l’amélioration des relations intergroupes mettent en exergue que l’empathie non seulement peut atténuer la discrimination, mais qu’elle permet d’harmoniser, de manière durable, les relations intergroupes. Nonobstant, dans le contexte de réception des publicités sociales anti-discrimination, les antécédents pouvant déclencher l’empathie n’ont jamais été étudiés. Dans le but de pallier cette lacune empirique, la présente thèse par articles se penche précisément sur les antécédents de la réponse empathique dans le contexte de réception des publicités sociales antidiscrimination. Plus précisément, elle vise à approfondir les connaissances et la compréhension sur les antécédents propres à l’individu (p. ex. : l’empathie dispositionnelle et le sexe) et inhérents à la production publicitaire (p. ex. : le ton publicitaire et le format médiatique) qui peuvent favoriser l’émergence du processus d’empathisation. Dans l’article intitulé The interplay of trait-related antecedents and state empathy: Empathic responding to anti-discrimination public service announcements, nous examinons les antécédents de la réponse empathique (cognitive et affective) inhérents à l’individu (c.-à-d. l’empathie dispositionnelle et le sexe). L’association entre les antécédents individuels a été examinée par une série d’analyses de régression multiple pour chacune des dimensions de l’empathie (affective et cognitive) et le score global d’empathie. L’article Emotion framing and empathy in anti-discrimination public service announcements, quant à lui, s’intéresse aux antécédents inhérents à la production publicitaire et, à cet effet, examine les effets du cadrage des émotions (c.-à-d. le ton publicitaire) et du format de la publicité (c.-à-d. publicité audiovisuelle ou affiche) sur l’intensité des réponses empathiques aux messages anti-discrimination. Nous avons effectué une analyse de variance par modèle mixte (ANOVA) pour examiner les différences entre les 16 publicités sociales anti-discrimination et pour tenir compte des mesures répétées pour chaque participant – les participants et les publicités étant les effets aléatoires. iii Enfin, l’article How to foster empathy in anti-discrimination initiatives? An implication for social interventions - A qualitative approach se penche également sur les antécédents intrinsèques à la production publicitaire, mais cette fois-ci de manière qualitative en permettant de faire émerger les antécédents inconnus. Nous avons effectué un codage mixte des données et nous avons analysé les entretiens selon les principes de l’analyse thématique. La thèse fournit un apport tant aux chercheurs qu’aux praticiens intéressés par l’intervention en contexte intergroupe, mettant en lumière la pertinence de s’y intéresser de même que les manières de susciter de l’empathie envers les membres des groupes discriminés. / Ethnic discrimination causes a variety of problems on the individual as well as the societal levels. Thereis a myriad of techniques and methods used to tackle discrimination. Of particular interest here arepublic service announcements (PSAs) – which are part of a broader field of social marketing. Researchon the fight against discrimination and improving intergroup relations highlights the fact that empathynot only considerably reduces discrimination, but has a lasting effect on intergroup relations. However,in the anti-discrimination media reception context, antecedents of empathic responding have neverbeen studied before. To address this shortcoming, in this thesis we focus on the antecedents ofempathic responding in this particular context. More precisely, our aim was to explore and deepen theknowledge on trait-related antecedents (i.e. trait empathy and gender) and stimuli-related antecedents(i.e. emotion framing and the media format).In the article entitled The interplay of trait-related antecedents and state empathy: Empathic respondingto anti-discrimination public service announcements we examine trait-related (i.e. trait empathy andgender) antecedents of state empathy (affective and cognitive). The association between theantecedents of empathy (gender and trait empathy) was examined using a series of multiple regressionanalyses for each of the dimensions and the global score of empathy.In the study presented in the article Emotion framing and empathy in anti-discrimination public serviceannouncements, we investigated the effects of emotion framing (i.e. advertising tone) and the mediaformat (i.e. dynamic or static) on the intensity of the empathic responses to anti-discrimination PSAs.We performed a mixed model analysis of variance (ANOVA) to examine the differences between the16 anti-discrimination PSAs and to account for repeated measures for each participant - bothparticipants and PSAs being the random effects.Finally, in the article How to foster empathy in anti-discrimination initiatives? An implication for socialinterventions - A qualitative approach, we sought to qualitatively examine stimuli-related antecedents,and allow space for unknown antecedents of empathic responding to emerge. We transcribed the audiorecordings and analyzed data with NVivo software using an iterative process of thematic analysis.This thesis provides a significant contribution for both researchers and practitioners interested ininterventions in an intergroup context. On the one hand, results from the current study highlight the vrelevance of investigating empathy in an intergroup context and, on the other, they emphasize theimportance of investigating ways of arousing empathy toward discriminated groups.

La presente investigación es un estudio sobre la economía del comportamiento en el sector de transportes de pasajeros interestatales, cuyo objetivo fue implementar una intervención en el cambio de comportamiento basado en una estrategia conductual emocional para la reducción de los accidentes de tránsito en la empresa Civa. Mediante la aplicación de un método cualitativo y cuasi experimental se evaluó en dos fases a los conductores sometiendolos a una intervención para observar el cambio de comportamiento sobre las prácticas de conducción que aplicaban. Los resultados muestran que dentro de la empresa CIVA existe un perfil de conductor con más de 10 años de experiencia y que tiene fácil adaptación a los cambios, además, se encuentra que del total de conductores que mencionaron que el anuncio llamó “ mucho” su atención, el 79% de conductores asegura que nunca excedería los límites de velocidad; en cambio, frente al 42% que mencionó que su nivel de atención al anuncio fue "suficiente" y "medianamente", solo el 54% en promedio afirma que nunca excedería los límites de velocidad.

La légalisation du cannabis au Canada en octobre 2018 pose à la fois des défis et des opportunités à saisir, notamment en ce qui concerne la réorientation des fonds publics pour améliorer l'efficacité de la prévention chez les jeunes. Alors que les jeunes âgés entre 15 et 24 ans sont caractérisés par un usage de cannabis supérieur à toutes les autres tranches d'âges, les méfaits associés à la substance sont amplifiés lorsque la consommation est fréquente et précoce. L'objectif de cette recherche consiste alors à déterminer quels sont les différents segments de consommateurs et de non-consommateurs de cannabis que l'on peut retrouver dans une population d'adolescents et jeunes adultes. De fait, les non-consommateurs de cannabis ne sont pas un groupe homogène. La création des profils à l'aide de l'analyse typologique repose sur les variables de segmentation suivantes: les motivations à consommer ou à ne pas consommer du cannabis, les croyances quant aux effets du cannabis, la recherche de sensations et l'attitude envers la substance. Un échantillon de 338 répondants âgés entre 15 et 24 ans comprenant 139 consommateurs et 198 non-consommateurs de cannabis a permis de révéler la présence de six profils distincts. Parmi les consommateurs, quatre profils se distinguent : les expérimentateurs, les usagers réguliers, les épicuriens et les occasionnels. En ce qui concerne les non-consommateurs, on retrouve plutôt deux profils : les résolus et les vulnérables. De tous ces profils, les consommateurs réguliers et les non-consommateurs vulnérables apparaissent plus susceptibles à la consommation de cannabis, et devraient, pour cette raison, retenir l'attention des gestionnaires en marketing sociétal. Enfin, une analyse discriminante a permis de révéler l'importance de la recherche de sensations pour discriminer entre les groupes de consommateurs et entre les groupes de nonconsommateurs, ce qui suppose la pertinence de tenir compte du niveau de recherche de sensations des profils les plus vulnérables afin de mieux orienter les messages de prévention. / The legalization of cannabis in Canada in October 2018 poses both challenges and opportunities, especially when it comes to the redirection of public funds for the purpose of improving the effectiveness of the prevention among young people. As the share of young people aged between 15 and 24 years old is characterized by a greater usage of cannabis than any other age group, the harms associated with the substance use are amplified in the case of an early and frequent use. Hence, the objective of the present study is to determine which segments of consumers and non-consumers of cannabis can be found in a population of adolescents and young adults. Indeed, the non-consumers of cannabis do not form a homogeneous group. The profile creation through cluster analysis is based on the following segmentation variables: the motivations that lead to use or not to use cannabis, the beliefs about the effects of cannabis, the search for sensations and the attitude toward the substance. A sample of 338 respondents aged between 15 and 24 years old, comprising 139 consumers and 198 non-consumers of cannabis, revealed six distinct profiles. Four profiles are found among the consumers: the experimenters, the epicureans, the regular and the occasional users. As regards the non-consumers, two profiles are identified: the determined and the vulnerable. Of all these profiles, the regular consumers and the vulnerable non-consumers seem to be more likely to use cannabis and should therefore justify more attention from societal marketing managers. All in all, a discriminant analysis exposed the relevance of the search for sensations in discriminating the groups of consumers and non-consumers, which implies the relevance to take into account the degree of the search for sensations when it comes to most at-risk profiles, in order to better target the prevention messages.

Submitted by Michel Rocha (michelrocha7@hotmail.com) on 2013-05-08T19:29:29Z No. of bitstreams: 1 marketing -Rocha - dissertacao vfinal.pdf: 680769 bytes, checksum: 850e0cd985dc5ec57d2551decd2c1d7d (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2013-05-08T19:46:21Z (GMT) No. of bitstreams: 1 marketing -Rocha - dissertacao vfinal.pdf: 680769 bytes, checksum: 850e0cd985dc5ec57d2551decd2c1d7d (MD5) / Made available in DSpace on 2013-05-08T20:02:16Z (GMT). No. of bitstreams: 1 marketing -Rocha - dissertacao vfinal.pdf: 680769 bytes, checksum: 850e0cd985dc5ec57d2551decd2c1d7d (MD5) Previous issue date: 2013-04-09 / According to the Marketing´s specific literature, the topic of Corporate Social Responsibility (CSR) has often been driven by companies in order to anticipate the behavior of consumers who are increasingly demanding this type of initiative, setting up as an act of Social Marketing. Research indicates that, despite the claiming to be prone to consider the social attitudes of the companies in their purchasing choices, the consumer does not act in accordance with their stated intentions, creating a gap between intention and purchase behavior. The objective of this dissertation, taking as its starting point the observation of the Vivo´s deployment of 3G coverage in the community of Belterra-PA is to check the importance of stakeholder consumer regarding the context of Corporate Social Responsibility through two observation points: from the companies perspective, verifying if the consumer is considered among the motivators for managers at the time of investment decision in Corporate Social Responsibility actions, and from the consumers perspective, verifying if the Brazilians consumers value and legitimize these initiatives through their buying behavior. We start from an extensive literature review about Corporate Social Responsibility in order to trace how this topic has been linked to the field of Marketing. Regarding to the companies motivators, we wrote a case study about the project “Conexão Belterra” having as information sources magazines, blogs, company executives’ in-depth interviews and academic work research (Cruz, 2002). Despite the observation this action is aligned with its mission and objective, the company did not consider the consumer as a key motivator when implementing this CSR initiative. In relation to the consumer behavior, we locate the Öberseder, Schlegelmilch e Gruber (2011) paper, whose theoretical and methodological approach, as well the roadmap for research, served us as a guide for the development of our own empirical research. We conducted a qualitative study with 16 indepth interviews in order to explore how consumers’ perceptions about SR interfere in their evaluation process as purchasing behavior. Our results largely corroborate in the same direction of the results of Öberseder, Schlegelmilch e Gruber (2011), although bringing new specific socio-cultural aspects regarding Brazil contexto. / Segundo literatura específica do marketing, o tema de responsabilidade social empresarial (RSE) tem sido, muitas vezes, conduzido pelas empresas com o objetivo de antecipar o comportamento de consumidores que estão demandando cada vez mais esse tipo de iniciativa, configurando-se como uma ação de marketing social. Pesquisas indicam que, apesar de afirmar estar propenso a considerar as atitudes sociais das empresas em suas escolhas de compra, o consumidor não age de acordo com suas intenções declaradas, criando aparentemente uma lacuna entre intenção e comportamento de compra. O objetivo deste trabalho, tendo como ponto de partida a implantação de cobertura 3G na cidade de Belterra, no Pará, pela Vivo, é verificar a importância do stakeholder cliente dentro do contexto RSE da Vivo, por meio de dois pontos de observação: pela ótica das empresas, se o consumidor está entre os motivadores considerados pelos gestores no momento de decisão de investimento na condução de ações de RSE, e, pela ótica dos consumidores, se os brasileiros valorizam e legitimam essas iniciativas com a concretização do seu comportamento de compra. Partimos de uma extensa revisão bibliográfica sobre RSE, a fim de localizarmos, na literatura, como este tema tem sido atrelado ao campo do marketing. Em relação à observação dos motivadores das empresas, compusemos um estudo de caso sobre o projeto Conexão Belterra, tendo como fonte de informação revistas, blogs, entrevistas com executivos da empresa e pesquisa em um trabalho acadêmico dedicado ao levantamento dos resultados dessa implantação (CRUZ, 2002). Apesar de observar que a escolha dessa ação está alinhada com a missão e objetivo da empresa, exemplificando bem a relação entre seu negócio e a sociedade, essa decisão não teve o consumidor como um motivador-chave para sua condução. Em relação ao comportamento do consumidor, localizamos o trabalho desenvolvido por Öberseder, Schlegelmilch e Gruber (2011), cuja base teórica e metodológica, bem como o roteiro de pesquisa, serviu de guia para o desenvolvimento da nossa própria pesquisa empírica. Conduzimos uma pesquisa qualitativa, com 16 entrevistas em profundidade, a fim de explorarmos como as percepções acerca de ações de RSE interferem no processo de avaliação dos consumidores como critério de compra. Os resultados alcançados corroboram, em grande parte, os resultados da pesquisa de Öberseder, Schlegelmilch e Gruber (2011), embora tragam aspectos novos específicos do contexto sociocultural brasileiro.

Mémoire numérisé par la Direction des bibliothèques de l'Université de Montréal.

This master's thesis deals with marketing and building communities on social networks with an emphasis on Facebook. Its purpose is to present the possibilities utilization of social networks in marketing with a focus on building communities. The thesis analyze the possibilities of using social network Facebook for the specific case of an internet portal then formulate proposals and recommendations for work and then evaluate the implemented activities. At first, the author defines the social network, attends to their historical evolution, defines the types and describes the most widely known world and Czech services. Further, the master's thesis discusses a marketing potential of social networks and especially of Facebook, on which is the practical part applied. At that is described and evaluated the specific case of building a community of web site Marketing Journal.

Problemas sociais complexos possuem causas profundas e relações intrincadas de causalidade. Eles surgem na intersecção das diversas esferas que fazem parte da vida moderna: física, biológica, cultural, política, social, econômica, tecnológica e ambiental. Além disso, desafiam as capacidades cognitivas limitadas dos seres humanos, pois atrasos, não-linearidades, resistência a políticas e complexas interações entre as diferentes partes de um sistema produzem consequências não previstas e padrões de comportamentos sistêmicos que são difíceis de antecipar. Por sua vez, incentivados pelo foco de curto prazo do sistema político, gestores públicos tendem a atuar sobre as partes mais visíveis dos problemas, que frequentemente não são suas causas, mas seus sintomas. As políticas que são geradas com frequência levam à piora dos problemas no longo prazo. O aprendizado em sistemas complexos, por outro lado, é prejudicado porque o feedback das políticas é tipicamente opaco e sujeito a distorções. Esta tese busca inspiração nas ciências da complexidade, no campo da dinâmica de sistemas, no marketing social e em campos do conhecimento relacionados para tratar da questão do desenvolvimento humano. Inicialmente são discutidas as características dos problemas sociais complexos, argumentando-se que disciplinas como o marketing social, baseadas em modelos mentais (mindware) individualistas, são inadequadas para lidar com esse tipo de problema. Defende-se a necessidade de um novo campo interdisciplinar (gestão de problemas sociais complexos), capaz de lidar com os desafios das sociedades modernas. Em particular, foca-se na replicação intergeracional do baixo desenvolvimento humano, discutindo-se os conceitos de pobreza, bem-estar e desenvolvimento humano, bem como as condições que favorecem o desenvolvimento de mecanismos psicobiológicos essenciais nos primeiros anos de vida. A discussão abrange os ecossistemas sociais que limitam as oportunidades para os pobres e reforçam estruturas viciadas que produzem stress tóxico e uma baixa atenção ao capital humano. Na tese, um diagrama de malhas causais identifica as malhas de feedback que explicam a persistência do fenômeno. Com base na discussão nos três primeiros capítulos, apresentam-se três modelos de dinâmicas de sistemas nos capítulos seguintes, cada qual abordando um aspecto do problema. O primeiro modelo, chamado de modelo Caped, enfatiza as capacidades essenciais de pais e crianças, bem como as demandas do ambiente social que exaurem os recursos psicológicos dos pais. O segundo modelo amplia o escopo do primeiro e foca na explicação dos mecanismos pelos quais sociedades dominadas pela caça à renda (rent-seeking) e por instituições extrativas (em particular, o Brasil) produzem ecossistemas sociais viciados. Identifica-se o que parece ser um mecanismo central, o controle de narrativas (mindware). O terceiro modelo trata de mudança social em geral e objetiva descrever os canais e condições pelos quais ela ocorre. O modelo complementa os capítulos anteriores ao identificar como uma profunda mudança social objetivando a promoção do desenvolvimento humano poderia ocorrer. A tese contribui com o estudo do desenvolvimento humano por meio do emprego de um método que é talhado para modelar problemas sociais complexos. Ao identificar malhas críticas de feedback e processos essenciais nos níveis micro e macro, apresentam-se modelos integrativos que complementam as pesquisas feitas sobre o tema. Sob uma perspectiva prática, os modelos podem auxiliar no desenho de melhores políticas públicas e no desenho de modelos mentais (mindware) adequados para a discussão do desenvolvimento humano. / Complex social problems have multilevel roots and intricate webs of causation. They arise at the intersection of several of the spheres that comprise modern life: the physical, biological, cultural, political, social, economic, technological and environmental. They challenge the limited cognitive capacities of human beings, as delays, nonlinearities, policy resistance and complex interactions between the different parts of a system produce unforeseen consequences and patterns of systemic behaviors that are difficult to anticipate. Incentivized by the short-term focus of the political system, policy makers tend to act on the most visible parts of problems, which are often not causes but symptoms. They produce policies that often lead to worse conditions over time. Learning in complex systems, on the other hand, is hindered, because feedback from policies is typically opaque and amenable to distortion. This study draws on the complexity sciences, system dynamics, social marketing and related fields to address the issue of human development. We first explore the characteristics of complex social problems, showing that disciplines such as social marketing, based on individualistic mindware, are ill equipped to address them. The dissertation defends the need for a new interdisciplinary field (complex social problems management) capable of dealing with the challenging social problems of our times. In particular, we focus on the replication of low human development across generations, discussing the concepts of poverty, well-being and human development as well as the conditions that foster the development of essential psychobiological mechanisms in the first years of life. The discussion encompasses the social ecosystems that constrain opportunities for the poor and reinforce detrimental structures that produce toxic stress and low attention to human capital. A broad causal loop diagram summarizes the feedback loops that explain the persistence of this phenomenon. Based on the discussion in the first three chapters, we present three system dynamics models in the subsequent chapters, each one addressing an aspect of the problem. The first model, which we call the Caped model, focuses on parents\' and children\'s essential capabilities and on the social environmental demands that deplete parents\' psychological resources. The second model broadens the scope of the first and focuses on explaining why societies (in particular, Brazil) that are dominated by rent-seeking and extractive institutions produce detrimental social ecosystems. We uncover what seems to be a central mechanism, which is narrative (mindware) control. The third model deals with social change in general, and it aims to describe the channels and conditions by which that change occurs. It complements the analysis in the preceding chapters by identifying how a deep societal change toward the promotion of human development can occur. This dissertation contributes to the study of human development by employing a method that is suitable for modeling complex social problems. By identifying critical feedback loops and essential processes at the micro and macro levels, it provides integrative frameworks that complement research already conducted on the subject. From a practical perspective, the models can orient the design of better public policies and the design of adequate mindware for the discussion of human development.

Made available in DSpace on 2016-04-25T20:21:39Z (GMT). No. of bitstreams: 1 Tese Luiz Claudio de Araujo.pdf: 4782469 bytes, checksum: df5391c44bd41322864f823ef9c15181 (MD5) Previous issue date: 2006-06-20 / Os dados aqui apresentados fazem parte da pesquisa " Pão, Circo e Sorriso. A recepção e a audiência no Marketing Social" que teve como principal objetivo identificar o Markting Social na perspectiva da audiência e da recepção -e produtos da industria da cultura, principalmente mídia e recepção

Made available in DSpace on 2016-04-26T14:55:53Z (GMT). No. of bitstreams: 1 Tese Luiz Claudio de Araujo.pdf: 4782469 bytes, checksum: df5391c44bd41322864f823ef9c15181 (MD5) Previous issue date: 2006-06-20 / Os dados aqui apresentados fazem parte da pesquisa " Pão, Circo e Sorriso. A recepção e a audiência no Marketing Social" que teve como principal objetivo identificar o Markting Social na perspectiva da audiência e da recepção -e produtos da industria da cultura, principalmente mídia e recepção

Cette thèse porte sur le comportement des individus vis-à-vis de leurs déchets et plus précisément sur leur motivation à trier les déchets. L'enjeu est d'étudier ce comportement en dépassant les approches classiques en marketing sur le sujet. Celles-ci se concentrent essentiellement sur l'attitude en tant qu'antécédent du comportement de tri des déchets et sur la théorie du comportement planifié pour comprendre comment cette attitude se transforme en comportement effectif. Si ces études permettent effectivement de mieux comprendre le comportement de tri, elles présentent certaines limites et notamment la non prise en compte du contexte marqué par une certaines absence d'autonomie dans l'adoption de ce comportement et le rôle de l'Administration publique. Pour dépasser ces limites, cette recherche vise à établir la pertinence de l'application d'une théorie contemporaine de la motivation, la théorie de l'autodétermination, qui permet de rendre compte du besoin d'autonomie des individus dans leurs activités quotidiennes mais aussi du rôle de facteurs extérieurs à l'individu sur ce sentiment d'autonomie tel que l'Administration publique. Ainsi, cette recherche permet de mettre en évidence que la motivation autonome est la forme de motivation qui entraine les effets comportementaux et attitudinaux les plus positifs et que celle-ci peut être entravée ou favorisée par le style adopté par l'Administration publique dans sa volonté de conformer les citoyens à la politique publique de gestion des déchets mais aussi à travers l'image qu'elle renvoie au citoyen.