Despite the efforts of researchers, mass hysteria is difficult to predict and challenges management. Outbreaks often causes large financial losses, usually represented by the waste of study or work hours, the involvement of emergency personnel, hospitalisation of those involved, and disruption of routine. Very few psychological studies have been produced to date, and some of the issues raised were the methodological difficulties in defining and limiting the phenomena as an object of scientific inquiry. An analysis of psychological variables utilising case study methodology and the historical method indicates that these variables are present in episodes of mass hysteria, and that they are likely to play a key role in triggering the outbreak, in spreading symptoms, maintaining the mass hysteric's behaviour, and ending the episodes. This is an exploratory study, and further research remains to be done on all aspects of the role of psychological variables in these outbreaks. Computer simulation of mass hysteria may help understand these phenomena, which often catch people by surprise, greatly limiting data recording and analysis of its natural occurrence.

Despite the efforts of researchers, mass hysteria is difficult to predict and challenges management. Outbreaks often causes large financial losses, usually represented by the waste of study or work hours, the involvement of emergency personnel, hospitalisation of those involved, and disruption of routine. Very few psychological studies have been produced to date, and some of the issues raised were the methodological difficulties in defining and limiting the phenomena as an object of scientific inquiry. An analysis of psychological variables utilising case study methodology and the historical method indicates that these variables are present in episodes of mass hysteria, and that they are likely to play a key role in triggering the outbreak, in spreading symptoms, maintaining the mass hysteric's behaviour, and ending the episodes. This is an exploratory study, and further research remains to be done on all aspects of the role of psychological variables in these outbreaks. Computer simulation of mass hysteria may help understand these phenomena, which often catch people by surprise, greatly limiting data recording and analysis of its natural occurrence.

A terceira infância tem como sua principal característica o período escolar e uma fase de grande desenvolvimento cognitivo, físico e psicossocial nas crianças. Para lidar com estes desafios, é necessário que, cada vez mais as crianças possuam um repertório de habilidades sociais, habilidades de identificação e manejo de emoções de forma mais assertiva. Até a década de 80 acreditava-se que os medos e preocupações da infância eram transitórios e faziam parte do curso natural do desenvolvimento. Com o avanço dos estudos em psicopatologia tem-se conhecido cada vez mais sobre o adoecimento psicológico infantil e colaborado para o conhecimento da sintomatologia e de tratamentos eficazes para os transtornos. Uma alternativa para melhorar a saúde emocional das crianças são as intervenções destinadas à promover a saúde mental. O presente estudo tem como objetivo verificar os resultados imediatos obtidos a partir de um programa de promoção de saúde mental em grupos embasado em Terapia Cognitivo-Comportamental para crianças. Participaram do estudo 22 crianças com idades entre 8 e 10 anos de idade que cursavam o 3º ano do Ensino Fundamental de uma escola pública de Ribeirão Preto SP. Os instrumentos utilizados foram: Escala Multidimensional de Ansiedade para Crianças MASC; Escala de Stress Infantil; Childrens Depression Inventory; Sistema Multimídia de Habilidades Sociais em Crianças. O presente estudo envolve um delineamento quase-experimental com aplicação dos instrumentos de avaliação antes e depois da intervenção. Os participantes foram submetidos a 12 sessões do programa de promoção de saúde mental em crianças do Laboratório de Pesquisa e Intervenção Cognitivo-Comportamental (LaPICC-USP). Para verificar os resultados imediatos do programa foram realizadas análises quantitativa dos dados a partir de estatística não-paramétrica. As análises dos resultados compreenderam a comparação do pré e pós-teste dos grupos e a gravidade dos sintomas encontrados. O nível de significância adotado para este estudo é de = 0,05 com intervalo de confiança de 95%. Com relação aos grupos, os resultados sugerem que ambos obtiveram uma melhora nos sintomas depressivos. O grupo I1 houve melhora nos fatores de reações físicas e psicológicas ao estresse e nos fatores de frequências não-habilidosas ativas e passivas. Já para o grupo I2, os resultados apontam para uma piora no escore total para a variável estresse e para o item reação psicológica ao estresse e uma melhora no fator de adequação não-habilidosa passiva. Quanto a gravidade do sintoma, tem que: 7 crianças permaneceram na mesma gravidade, 6 crianças diminuíram de gravidade e 8 crianças aumentaram de gravidade após o programa. Apesar dos diferentes resultados, o estudo levanta hipóteses sobre os resultados encontrados no programa utilizado, e auxilia seu refinamento enquanto promotor de saúde mental infantil. / The third child has as its main feature the school period and a phase of great cognitive, physical and psychosocial in children. To deal with these challenges, it is necessary that more children have a repertoire of social skills, skills for identifying and managing emotions more assertive. Until the 80\'s it was believed that the fears and concerns of childhood were transient and were part of the natural course of development. With the advancement of studies in psychopathology has increasingly known about child psychological illness and contributed to the knowledge of the symptoms and effective treatments for the disorders. An alternative to improve the emotional health of children are interventions to promote mental health. This study aims to determine the immediate results obtained from a program to promote mental health in groups grounded in Cognitive-Behavioral Therapy for children. The study included 22 children aged between 8 and 10 years old who attended the 3rd grade of elementary school to a public school in Ribeirão Preto - SP. The instruments used were: Multidimensional Anxiety Scale for Children - MASC; Child Stress Scale, Children\'s Depression Inventory; Multimedia System Social Skills in Children. This study involves a quasi-experimental design with application of assessment instruments before and after the intervention. Participants underwent 12 sessions of the program to promote mental health in children Research Laboratory and Cognitive-Behavioral Intervention (LaPICC-USP). To check the immediate results of the program were conducted quantitative analyzes of data from non-parametric statistics. The analyzes of the results comprised the pre and post-test groups and severity of symptoms found. The level of significance for this study is = 0.05 with a confidence interval of 95%. With regard to the groups, the results suggest that both had an improvement in depressive symptoms. The group I1 was no improvement in the factors of physical and psychological reactions to stress factors and frequency non-skilled active and passive. For the group I2, the results point to a worsening in the total score for the variable stress and psychological reaction to the item to stress and an improvement in fitness factor non-skilled passive. As the severity of the symptom, which is: 7 children remained in the same gravity, gravity decreased in 6 children and 8 children increased severity after the program. Despite different results, the study raises hypotheses about the results used in the program, and assists its refinement as a promoter of children\'s mental health.

A terceira infância tem como sua principal característica o período escolar e uma fase de grande desenvolvimento cognitivo, físico e psicossocial nas crianças. Para lidar com estes desafios, é necessário que, cada vez mais as crianças possuam um repertório de habilidades sociais, habilidades de identificação e manejo de emoções de forma mais assertiva. Até a década de 80 acreditava-se que os medos e preocupações da infância eram transitórios e faziam parte do curso natural do desenvolvimento. Com o avanço dos estudos em psicopatologia tem-se conhecido cada vez mais sobre o adoecimento psicológico infantil e colaborado para o conhecimento da sintomatologia e de tratamentos eficazes para os transtornos. Uma alternativa para melhorar a saúde emocional das crianças são as intervenções destinadas à promover a saúde mental. O presente estudo tem como objetivo verificar os resultados imediatos obtidos a partir de um programa de promoção de saúde mental em grupos embasado em Terapia Cognitivo-Comportamental para crianças. Participaram do estudo 22 crianças com idades entre 8 e 10 anos de idade que cursavam o 3º ano do Ensino Fundamental de uma escola pública de Ribeirão Preto SP. Os instrumentos utilizados foram: Escala Multidimensional de Ansiedade para Crianças MASC; Escala de Stress Infantil; Childrens Depression Inventory; Sistema Multimídia de Habilidades Sociais em Crianças. O presente estudo envolve um delineamento quase-experimental com aplicação dos instrumentos de avaliação antes e depois da intervenção. Os participantes foram submetidos a 12 sessões do programa de promoção de saúde mental em crianças do Laboratório de Pesquisa e Intervenção Cognitivo-Comportamental (LaPICC-USP). Para verificar os resultados imediatos do programa foram realizadas análises quantitativa dos dados a partir de estatística não-paramétrica. As análises dos resultados compreenderam a comparação do pré e pós-teste dos grupos e a gravidade dos sintomas encontrados. O nível de significância adotado para este estudo é de = 0,05 com intervalo de confiança de 95%. Com relação aos grupos, os resultados sugerem que ambos obtiveram uma melhora nos sintomas depressivos. O grupo I1 houve melhora nos fatores de reações físicas e psicológicas ao estresse e nos fatores de frequências não-habilidosas ativas e passivas. Já para o grupo I2, os resultados apontam para uma piora no escore total para a variável estresse e para o item reação psicológica ao estresse e uma melhora no fator de adequação não-habilidosa passiva. Quanto a gravidade do sintoma, tem que: 7 crianças permaneceram na mesma gravidade, 6 crianças diminuíram de gravidade e 8 crianças aumentaram de gravidade após o programa. Apesar dos diferentes resultados, o estudo levanta hipóteses sobre os resultados encontrados no programa utilizado, e auxilia seu refinamento enquanto promotor de saúde mental infantil. / The third child has as its main feature the school period and a phase of great cognitive, physical and psychosocial in children. To deal with these challenges, it is necessary that more children have a repertoire of social skills, skills for identifying and managing emotions more assertive. Until the 80\'s it was believed that the fears and concerns of childhood were transient and were part of the natural course of development. With the advancement of studies in psychopathology has increasingly known about child psychological illness and contributed to the knowledge of the symptoms and effective treatments for the disorders. An alternative to improve the emotional health of children are interventions to promote mental health. This study aims to determine the immediate results obtained from a program to promote mental health in groups grounded in Cognitive-Behavioral Therapy for children. The study included 22 children aged between 8 and 10 years old who attended the 3rd grade of elementary school to a public school in Ribeirão Preto - SP. The instruments used were: Multidimensional Anxiety Scale for Children - MASC; Child Stress Scale, Children\'s Depression Inventory; Multimedia System Social Skills in Children. This study involves a quasi-experimental design with application of assessment instruments before and after the intervention. Participants underwent 12 sessions of the program to promote mental health in children Research Laboratory and Cognitive-Behavioral Intervention (LaPICC-USP). To check the immediate results of the program were conducted quantitative analyzes of data from non-parametric statistics. The analyzes of the results comprised the pre and post-test groups and severity of symptoms found. The level of significance for this study is = 0.05 with a confidence interval of 95%. With regard to the groups, the results suggest that both had an improvement in depressive symptoms. The group I1 was no improvement in the factors of physical and psychological reactions to stress factors and frequency non-skilled active and passive. For the group I2, the results point to a worsening in the total score for the variable stress and psychological reaction to the item to stress and an improvement in fitness factor non-skilled passive. As the severity of the symptom, which is: 7 children remained in the same gravity, gravity decreased in 6 children and 8 children increased severity after the program. Despite different results, the study raises hypotheses about the results used in the program, and assists its refinement as a promoter of children\'s mental health.

A presente tese consiste numa investigação teórica-experimental quali-quantitativa de caráter interdisciplinar, que busca compreender de que maneira combinações de perfis de alunos, baseado na sua própria avaliação de comportamento psicológico (perfis de autorrelatos) esperança, autoestima e autoeficácia, são mais adequadas na promoção da aprendizagem colaborativa mais efetiva, assim como no desenvolvimento de um modelo de tecnologia baseado em agentes, denominado Sistema-Multiagente Hermes (SMAHermes), capaz de apoiar a formação otimizada de grupos para a aprendizagem colaborativa. A metodologia de pesquisa contempla três experimentos realizados no AVEA MOODLE/CINTED/UFRGS, a partir dos quais valida-se o modelo SMA-Hermes concebido. A amostra utilizada nos experimentos foi composta de trinta e seis alunos (faixa etária média de dezoito anos), do curso de Engenharia de Computação, da Universidade Estadual do Maranhão (UEMA), referente às disciplinas de Matemática Discreta e Estrutura de Dados Avançados. Considerando os perfis de autorrelatos dos alunos, composições de grupos de forma aleatória (randômica), pelo sistema (a partir da formação desejada pelo professor) e livre (os alunos escolhem seus próprios pares) foram testadas Variáveis como PMOA (Pontuação Máxima Obtida na Atividade), TRA (Tempo de Realização da Atividade) e PCGj (Potencial de Colaboração de Grupo) foram criadas, de modo a expressarem ou predizerem os comportamentos colaborativos dos grupos. Ao final dos experimentos foi aplicado um teste sociométrico com o objetivo de identificar afinidades sociais em função dos perfis de autorrelatos esperança, autoestima e autoeficácia dos alunos. Os resultados se mostram satisfatórios em relação à melhoria dos desempenhos de grupos em contextos de aprendizagem colaborativa quando se considera a tupla (PCGj; PMOA). Constatou-se, também, através dos resultados, que os melhores desempenhos de grupos colaborativos foram alcançados através de formações de grupos de forma aleatória, ressaltando que mesmo o mínimo desempenho de grupo obtido por meio desta formação ainda assim foi positivo. Do teste sociométrico aplicado, pode-se extrair características preponderantes dos pares afins, de forma que estas informações auxiliem no desenvolvimento de um modelo ontológico de colaboração e assim apoiar na definição de Papéis do aluno Vs. Perfis de autorrelatos para contextos de aprendizagem colaborativa. / This thesis consists of a theoretical-experimental quali-quantitative research that seeks to understand how combinations of student profiles, based on their own evaluation of psychological behavior (self-report profiles), hope, self-esteem and self-efficacy, are more suitable in promoting more effective collaborative learning, as well as in the development of an agent-based technology model, called Hermes Multi-Agent System (Hermes-MAS), capable of supporting the optimized groups formation for collaborative learning. The research methodology includes three experiments carried out in MOODLE / CINTED / UFRGS VLE, from which the conceived Hermes-MAS model is validated. The sample used in the experiments was composed of thirty-six students (18 years of average age range), from the State University of Maranhão (UEMA), all of which were attending the same Discrete Mathematics and Advanced Data Structure classes. Considering the students self-report profiles, group compositions in a random system (based on the teacher's desired formation) and free (where students chose their own peers) were tested Variables such as MSOA (Maximal Score Obtained in the Activity), ART (Activity Realization Time) and GCPj (Group Collaboration Potential) were established in order to express or predict the group’s collaborative behaviors. At the end of the experiments, a sociometric test was applied with the objective of identifying social affinities according to the self-report profiles hope, self-esteem and self-efficacy of the students. The results are satisfactory in relation to the improvement of group performances in collaborative learning contexts when considering the tuple (GCPj; MSOA). It was also verified through the results that the best performances of collaborative groups were achieved through group formations in a random manner, emphasizing that even the minimal group performance obtained through this training was still positive. From the applied sociometric test, one can extract preponderant characteristics of the related pairs, so that this information helps in the development of an ontological model of collaboration and thus supports the definition of Student roles Vs. Self-report profiles for collaborative learning contexts.

A presente tese consiste numa investigação teórica-experimental quali-quantitativa de caráter interdisciplinar, que busca compreender de que maneira combinações de perfis de alunos, baseado na sua própria avaliação de comportamento psicológico (perfis de autorrelatos) esperança, autoestima e autoeficácia, são mais adequadas na promoção da aprendizagem colaborativa mais efetiva, assim como no desenvolvimento de um modelo de tecnologia baseado em agentes, denominado Sistema-Multiagente Hermes (SMAHermes), capaz de apoiar a formação otimizada de grupos para a aprendizagem colaborativa. A metodologia de pesquisa contempla três experimentos realizados no AVEA MOODLE/CINTED/UFRGS, a partir dos quais valida-se o modelo SMA-Hermes concebido. A amostra utilizada nos experimentos foi composta de trinta e seis alunos (faixa etária média de dezoito anos), do curso de Engenharia de Computação, da Universidade Estadual do Maranhão (UEMA), referente às disciplinas de Matemática Discreta e Estrutura de Dados Avançados. Considerando os perfis de autorrelatos dos alunos, composições de grupos de forma aleatória (randômica), pelo sistema (a partir da formação desejada pelo professor) e livre (os alunos escolhem seus próprios pares) foram testadas Variáveis como PMOA (Pontuação Máxima Obtida na Atividade), TRA (Tempo de Realização da Atividade) e PCGj (Potencial de Colaboração de Grupo) foram criadas, de modo a expressarem ou predizerem os comportamentos colaborativos dos grupos. Ao final dos experimentos foi aplicado um teste sociométrico com o objetivo de identificar afinidades sociais em função dos perfis de autorrelatos esperança, autoestima e autoeficácia dos alunos. Os resultados se mostram satisfatórios em relação à melhoria dos desempenhos de grupos em contextos de aprendizagem colaborativa quando se considera a tupla (PCGj; PMOA). Constatou-se, também, através dos resultados, que os melhores desempenhos de grupos colaborativos foram alcançados através de formações de grupos de forma aleatória, ressaltando que mesmo o mínimo desempenho de grupo obtido por meio desta formação ainda assim foi positivo. Do teste sociométrico aplicado, pode-se extrair características preponderantes dos pares afins, de forma que estas informações auxiliem no desenvolvimento de um modelo ontológico de colaboração e assim apoiar na definição de Papéis do aluno Vs. Perfis de autorrelatos para contextos de aprendizagem colaborativa. / This thesis consists of a theoretical-experimental quali-quantitative research that seeks to understand how combinations of student profiles, based on their own evaluation of psychological behavior (self-report profiles), hope, self-esteem and self-efficacy, are more suitable in promoting more effective collaborative learning, as well as in the development of an agent-based technology model, called Hermes Multi-Agent System (Hermes-MAS), capable of supporting the optimized groups formation for collaborative learning. The research methodology includes three experiments carried out in MOODLE / CINTED / UFRGS VLE, from which the conceived Hermes-MAS model is validated. The sample used in the experiments was composed of thirty-six students (18 years of average age range), from the State University of Maranhão (UEMA), all of which were attending the same Discrete Mathematics and Advanced Data Structure classes. Considering the students self-report profiles, group compositions in a random system (based on the teacher's desired formation) and free (where students chose their own peers) were tested Variables such as MSOA (Maximal Score Obtained in the Activity), ART (Activity Realization Time) and GCPj (Group Collaboration Potential) were established in order to express or predict the group’s collaborative behaviors. At the end of the experiments, a sociometric test was applied with the objective of identifying social affinities according to the self-report profiles hope, self-esteem and self-efficacy of the students. The results are satisfactory in relation to the improvement of group performances in collaborative learning contexts when considering the tuple (GCPj; MSOA). It was also verified through the results that the best performances of collaborative groups were achieved through group formations in a random manner, emphasizing that even the minimal group performance obtained through this training was still positive. From the applied sociometric test, one can extract preponderant characteristics of the related pairs, so that this information helps in the development of an ontological model of collaboration and thus supports the definition of Student roles Vs. Self-report profiles for collaborative learning contexts.

A presente tese consiste numa investigação teórica-experimental quali-quantitativa de caráter interdisciplinar, que busca compreender de que maneira combinações de perfis de alunos, baseado na sua própria avaliação de comportamento psicológico (perfis de autorrelatos) esperança, autoestima e autoeficácia, são mais adequadas na promoção da aprendizagem colaborativa mais efetiva, assim como no desenvolvimento de um modelo de tecnologia baseado em agentes, denominado Sistema-Multiagente Hermes (SMAHermes), capaz de apoiar a formação otimizada de grupos para a aprendizagem colaborativa. A metodologia de pesquisa contempla três experimentos realizados no AVEA MOODLE/CINTED/UFRGS, a partir dos quais valida-se o modelo SMA-Hermes concebido. A amostra utilizada nos experimentos foi composta de trinta e seis alunos (faixa etária média de dezoito anos), do curso de Engenharia de Computação, da Universidade Estadual do Maranhão (UEMA), referente às disciplinas de Matemática Discreta e Estrutura de Dados Avançados. Considerando os perfis de autorrelatos dos alunos, composições de grupos de forma aleatória (randômica), pelo sistema (a partir da formação desejada pelo professor) e livre (os alunos escolhem seus próprios pares) foram testadas Variáveis como PMOA (Pontuação Máxima Obtida na Atividade), TRA (Tempo de Realização da Atividade) e PCGj (Potencial de Colaboração de Grupo) foram criadas, de modo a expressarem ou predizerem os comportamentos colaborativos dos grupos. Ao final dos experimentos foi aplicado um teste sociométrico com o objetivo de identificar afinidades sociais em função dos perfis de autorrelatos esperança, autoestima e autoeficácia dos alunos. Os resultados se mostram satisfatórios em relação à melhoria dos desempenhos de grupos em contextos de aprendizagem colaborativa quando se considera a tupla (PCGj; PMOA). Constatou-se, também, através dos resultados, que os melhores desempenhos de grupos colaborativos foram alcançados através de formações de grupos de forma aleatória, ressaltando que mesmo o mínimo desempenho de grupo obtido por meio desta formação ainda assim foi positivo. Do teste sociométrico aplicado, pode-se extrair características preponderantes dos pares afins, de forma que estas informações auxiliem no desenvolvimento de um modelo ontológico de colaboração e assim apoiar na definição de Papéis do aluno Vs. Perfis de autorrelatos para contextos de aprendizagem colaborativa. / This thesis consists of a theoretical-experimental quali-quantitative research that seeks to understand how combinations of student profiles, based on their own evaluation of psychological behavior (self-report profiles), hope, self-esteem and self-efficacy, are more suitable in promoting more effective collaborative learning, as well as in the development of an agent-based technology model, called Hermes Multi-Agent System (Hermes-MAS), capable of supporting the optimized groups formation for collaborative learning. The research methodology includes three experiments carried out in MOODLE / CINTED / UFRGS VLE, from which the conceived Hermes-MAS model is validated. The sample used in the experiments was composed of thirty-six students (18 years of average age range), from the State University of Maranhão (UEMA), all of which were attending the same Discrete Mathematics and Advanced Data Structure classes. Considering the students self-report profiles, group compositions in a random system (based on the teacher's desired formation) and free (where students chose their own peers) were tested Variables such as MSOA (Maximal Score Obtained in the Activity), ART (Activity Realization Time) and GCPj (Group Collaboration Potential) were established in order to express or predict the group’s collaborative behaviors. At the end of the experiments, a sociometric test was applied with the objective of identifying social affinities according to the self-report profiles hope, self-esteem and self-efficacy of the students. The results are satisfactory in relation to the improvement of group performances in collaborative learning contexts when considering the tuple (GCPj; MSOA). It was also verified through the results that the best performances of collaborative groups were achieved through group formations in a random manner, emphasizing that even the minimal group performance obtained through this training was still positive. From the applied sociometric test, one can extract preponderant characteristics of the related pairs, so that this information helps in the development of an ontological model of collaboration and thus supports the definition of Student roles Vs. Self-report profiles for collaborative learning contexts.

Made available in DSpace on 2015-05-14T13:16:24Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 3031773 bytes, checksum: 87a089eaf37a6206491ad0bc0c11aae5 (MD5) Previous issue date: 2014-02-28 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Understanding what motivates consumer behavior has been a focus of interest in areas such as Marketing and Psychology. Hence, the aim of this thesis was to know in what extent the consumption of clothing can be explained by individual psychological variables (Human Values, Judgment and Meaning of products, Need for Cognition, and Social Desirability), variables related to clothing (Concern with Personal Appearance, Clothing Involvement, Engagement with Buying Clothes, and Attitude of Clothing Consumption) and by implicit processes (IAT and Priming). For this, six empirical studies were conducted. Study 1 aimed to validate the scales of Concern with Personal Appearance, Engagement with Purchase of Clothing, Attitude towards Clothing Consumption, and Knowledge or Experiences in Clothing Consumption. Participants were 223 undergraduate students, most of them females (57.4%), single (85.7%) with mean age of 23 years old (SD = 5.41). Results showed evidence of validity and reliability (Cronbach's alphas > 0.80). In Study 2, a confirmatory factor analysis of these scales was conducted. Participants were 233 people, mostly female (51.9%), single (57.5%) with a mean age of 31 years old (SD = 9.40). The results indicated that the instruments have satisfactory indeces of fit (χ²/df < 2.97, GFI > 0.92, AGFI > 0.87, CFI > 0.94, and RMSEA < 0.09), confirming the appropriateness of the measures. In Study 3, the differences between the values of the brand (Brand Equity) from stores in João Pessoa clothing segment were analyzed. Fifty women participated, most of them unmarried (91.3%) with a mean age of 23 years old (SD = 4.43). With these results it was possible to organize the stores in Low, Medium and High Brand Equity [F(2.421) = 293.72, p < 0.01]. Study 4 sought to analyze the predictive ability of individual psychological variables, those related to clothing, the Implicit Attitude and demographic characteristics towards clothing consumption. The gender difference was proven, indicating greater involvement of women with measures related to clothing and the consumer intentions (t > 1.96, p < 0.05). The basic value called Promotion and Symbolic Meaning were individual variables with the highest correlations with the variables related to clothing (r > 0.22, p < 0.01). The factors regarding trademarks and Low Brand Equity shops were explained more appropriately by demographic variables. On the other hand, the marks of Medium and High Brand Equity showed a pattern in which the behavioral variables and value of the product were explained, with greater force, by individual psychological variables. It was possible to corroborate the adequacy of the hierarchical model for Values Attitudes Behavioral Intention, through the mediation of Attitudes between Human Values and Behavioral Intention (Sobel z > 1.96, p < 0.05). In Study 5, it was possible to prove the influence of implicit measures (IAT) compared to the amount paid for a Low Brand Equity piece of clothes (β = -0.14, p < 0.05). The study included 203 female students, most of them single (67.5 %), with a mean age of 25 years old (SD = 7.17). In Study 6, the experimental methodology was used to evaluate the effect of subliminal Priming of advertising on High Brandy Equity clothing towards variables analyzed in this thesis. The results indicated that the Priming task affected the implied attitudes in the experimental group. A total of 50 undergraduate students, all female, separated randomly into two groups participated in this study. In conclusion, it is estimated that the objectives of this thesis have been achieved and that such studies can contribute to the construction of knowledge in the area of consumer behavior. / Compreender o que motiva os comportamentos de consumo tem sido um dos focos de interesse de áreas como o Marketing e a Psicologia. Neste sentido, o objetivo desta tese foi conhecer em que medida o consumo de roupas pode ser explicado por variáveis psicológicas individuais (Valores Humanos, Julgamento e Significado do Produto, Necessidade de Cognição e Desejabilidade Social), por aquelas relacionadas à roupa (Preocupação com a Aparência, Envolvimento com a Roupa, Engajamento na Compra de Roupas e Atitudes frente ao Consumo de Roupa) e por processos implícitos (TAI e Priming). Para isso, foram realizados seis estudos empíricos. O Estudo 1 teve como objetivo principal conhecer evidências de validade das Escalas de Preocupação com a Aparência, Engajamento na Compra de Roupas, Atitudes frente ao Consumo de Roupa e o Questionário de Conhecimento ou Experiências com o Consumo de Roupas. Participaram 223 estudantes, sendo a maioria do sexo feminino (57,4%), solteira (85,7%), com idade média de 23 anos (DP = 5,41). Os resultados indicaram evidências de validade e precisão (alfas de Cronbach > 0,80). No Estudo 2 foi realizado uma análise confirmatória dessas escalas. Participaram 233 pessoas, sendo a maioria do sexo feminino (51,9%), solteira (57,5%) e com idade média de 31 anos (DP = 9,40). Os resultados indicaram que os instrumentos apresentaram índices de ajuste satisfatórios (χ²/gl < 2,97, GFI > 0,92, AGFI > 0,87, CFI > 0,94 e RMSEA < 0,09), corroborando a adequação das medidas. No Estudo 3 foi analisada a diferenciação pelo valor da marca (Brand Equity) das lojas do segmento de vestuário de João Pessoa. Contou-se com a colaboração de 50 participantes do sexo feminino, sendo a maioria solteira (91,3%) e com idade média de 23 anos (DP = 4,43). Com os resultados foi possível organizar as lojas nos níveis Baixo, Médio e Alto Brandy Equity [F(2,421) = 293,72; p < 0,01]. O Estudo 4 buscou analisar a capacidade preditiva das variáveis psicológicas individuais, daquelas relacionadas à roupa, dos processos implícitos e das características demográficas frente ao consumo de roupas. Comprovou-se a diferença de gênero, indicando um maior envolvimento das mulheres com as medidas relacionadas com a roupa e as intenções de consumo (t > 1,96, p < 0,05). A subfunção valorativa Realização e o Significado Simbólico foram as variáveis individuais que apresentaram os maiores coeficientes de correlação com as variáveis relacionadas à roupa (r > 0,22, p < 0,01). Os fatores referentes às marcas e lojas de Baixo Brand Equity foram explicados com mais propriedade pelas Variáveis Demográficas, já as marcas de Médio e Alto Brand Equity apresentaram um padrão em que as variáveis Comportamentais e de Valor do produto foram explicadas, com maior força, pelas variáveis psicológicas individuais. Assim, corroborou-se a hierarquia Valores - Atitudes - Intenção Comportamental, por meio da mediação das Atitudes entre os Valores Humanos e a Intenção Comportamental (z de Sobel > 1,96, p < 0,05). No Estudo 5 foi possível comprovar a influência das medidas implícitas (TAI) frente ao Valor pago por uma peça Baixo Brand Equity (β = -0,14, p < 0,05). Participaram deste estudo 203 estudantes do sexo feminino, sendo a maioria solteira (67,5%) e com idade média de 25 anos (DP = 7,17). O Estudo 6 utilizou a metodologia experimental para avaliar o efeito do Priming subliminar de uma publicidade de roupas de Alto Brandy Equity frente às variáveis analisadas nesta tese. Os resultados indicaram que a tarefa Priming afetou as Atitudes Implícitas do Grupo Experimental. Participaram deste estudo 50 estudantes universitárias, separadas randomicamente em dois grupos. Diante destes resultados, estima-se que os objetivos desta tese foram alcançados e que estudos dessa natureza possam contribuir na construção do conhecimento na área de comportamento do consumidor.

The African continent has been beset with violent conflicts, civil wars and extended periods of instability. The continent’s future depends on the capacity to prevent, manage and resolve conflict. Reacting to conflict has proven highly expensive for the international community and has strengthened the case for a greater focus on conflict prevention. This study will examine the role, relevance and success of preventive diplomacy in responding to and preventing violent and protracted conflicts in Africa, in particular recent international efforts to seek a concrete, comprehensive and all-inclusive peace settlement to the conflict in the Democratic Republic of the Congo. The conflict in the Democratic Republic of the Congo had resulted in what many analysts considered to be ‘Africa’s First World War’. The aim and objective of this study will be to assess the role of preventive diplomacy, in particular efforts by the international community to resolve the conflict in the Democratic Republic of the Congo. The study of the success of preventive diplomacy in responding to the conflict in the Democratic Republic of Congo will cover three distinct phases. The first phase will assess the historical development of the crisis in the former Zaïre dating back from 1997 to 1998 and initial steps that were taken to address the conflict. The next phase will cover the period dating from 1999-2000 following the signing of the Lusaka Ceasefire Agreement, while the final phase will assess developments and efforts to secure peace by the international community from 2001 until 2004, while providing for a brief discussion on possible future developments. The research will commence by examining various theoretical contributions and insights produced on conflict prevention and the concept of preventive diplomacy. The examination of conflict prevention and preventive diplomacy will be rooted in theoretical insights produced by Michael Lund (1996) and other influential contributions on preventive diplomacy. The theoretical framework for this study will be based on Michael Lund’s model of preventive diplomacy. Although Lund’s conceptual framework provides a valuable insight into the theory of preventive diplomacy an additional theoretical consideration may be included into his assessment. Lund’s theoretical framework fails to address the impact of psychological variables and the extent to which prevailing conflict attitudes may exert a negative influence on a conflict situation. This may render the effectiveness of preventive diplomacy at the level of unstable peace obsolete if it fails to take prevailing conflict attitudes into account. This dissertation will also propose the inclusion of social-psychological approaches to augment the strategy of preventive diplomacy as developed by Lund. Very little conclusive and in-depth research has been conducted on how psychological variables, particularly conflict attitudes such as negative images, attitudes, perceptions and conflict behaviour can fuel and exacerbate a conflict situation, especially conflicts in Africa and how this may derail the success of preventive diplomacy in resolving such severe conflicts. In the numerous efforts to secure peace in the embattled Democratic Republic of the Congo scant consideration, evaluation and analysis has been produced on the way in which conflict attitudes such as misperception, fear, distrust, hostility and suspicion, became not only a major stumbling block to the peace process, but also negatively affected the outcome of the various peace agreements that were negotiated. One of the core arguments this dissertation will posit is that preventive diplomacy has not been successfully applied in resolving conflicts in Africa, and will continue to fail, unless greater emphasis is placed on structural prevention, that includes an assessment and strategy for responding to conflict attitudes, such as misperception, hostility, suspicion, fear and distrust. It could be argued that preventive diplomacy initiatives when taken alone and independently of a broader strategy of conflict prevention are likely to fail unless they are linked to measures and actions that tackle the deeper or structural causes of conflict. Greater emphasis should be placed on timely and adequate preventive action, through the vigorous promotion of preventive diplomacy, particularly structural prevention. The conflict in the Democratic Republic of the Congo is intermittently erupting and will continue to do so, unless the structural causes of the crisis and the various conflict attitudes are effectively dealt with. The study will commence with the theoretical and conceptual framework of the study, consisting of a discussion of conflict, preventive diplomacy, and conflict prevention. The conflict in the Democratic Republic of the Congo will be discussed as well as the underlying factors that contributed towards the brutal and excessively violent nature the conflict came to assume. The study will also examine the international response to the conflict in the Democratic Republic of the Congo as well as the immediate diplomatic efforts initiated to resolve the crisis from 1998-1999, which culminated in the signing of the Lusaka Cease-Fire Agreement on 10 July 1999. An assessment of the intervention efforts initiated by the United Nations, the Southern African Development Community (SADC) and other key African states, in particular South Africa will also be undertaken. The impact of psychological variables and the importance of assessing the crucial contribution of social-psychological approaches towards understanding and resolving conflict will be briefly considered with particular reference to the protracted tensions which persisted between Rwanda and the DRC, despite the conclusion of numerous peace agreements between both countries. The final chapter will form an evaluation of the prospects for peace in the DRC beyond 2004 and will conclude the study with particular reference to the extent to which the research questions have been adequately addressed with final recommendations on the role of preventive diplomacy in addressing conflict. / Dissertation (MA (International Relations))--University of Pretoria, 2008. / Political Sciences / unrestricted