Univ., Diss.--Zürich, 2002.

The theme of this investigation explores rememoration/commemoration and urban imaginary . This study is grounded on the theoretical domains of History and Anthropology and the dislocation of the notion of commemoration to the discourse analysis operation. Therefore, the two notions are defined separately. The rememoration, on the one hand, as a discourse of, which operates as inter-discourse and the operation of the pre-constructed, le gitimates and supports the commemoration. On the other hand, the commemoration as a discourse about is related to the present time. The rememoration/commemoration together constitute the intra-discourse the line of the subject s discourse as an effect of the interdiscourse about itself. The rememoration vertical axle has two operations: as memory and as founding text. We divided the discursive corpus based on memory place, notion developed by Nora (1984) and which in the discursive order is constituted, according to Courtine (2006), as a file system, a net of formulations from which return statements that update the speeches and knowledge of a discursive formation. The rememoration/commemoration is a place of memory of this discourse and is structured in four instances, represented by the urban institutions: the Érico Verissimo Foundation, which organizes the discursive memory and, determines what has to be observed and what has to be erased; the UNICRUZ (Foundation of Cruz Alta University); the municipal government, and the media. The urban imaginary refers to Cruz Alta, city located in the inland of Rio Grande do Sul state, which is represented in the inner and outer boundaries as Érico Verissimo s land . The writer is the object of rememoration/commemoration and constitutes himself as the object to (cause of willingness) and the object of willingness (the object of this willingness) and he materializes himself in the line of the discourse by the willingness subject perspective. Two questions support our reflection: the first one is How the object of rememoration/commemoration is constituted in urban space? And the second one: which memory s domains operate in this discourse? Our aim is to know how the discourse of rememoration/commemoration as discursive practice of an urban imaginary constitution is represented and institutionalized. The corpus of this file comprehends the period from 1969 to 2006. There from we set apart texts samples of discourse from the instances of delimitated place of memory. We analyzed a complex corpus, which is constituted of varied discursive materialities: documentaries (two), billboards, signs and advertisement, which are materialized in the line of discourse by verbal and non-verbal statements. The analyses show, briefly, the effort of the urban institutions of Cruz Alta in providing visibility to object of rememoration/commemoration: Érico Verissimo. / O tema desta investigação é rememoração/comemoração e imaginário urbano . Buscamos sustentação nos domínios teóricos da História e da Antropologia e deslocamos a noção de comemoração para o funcionamento na análise discursiva. Refletimos acerca da rememoração e da comemoração, definindo as duas noções separadamente. A rememoração, de um lado, como o discurso de, que funciona como interdiscurso e que pelo funcionamento do pré-construído, legitima e sustenta a comemoração. E de outro, a comemoração como o discurso sobre a atualidade. A rememoração/comemoração, juntas, constituem o intradiscurso fio do discurso do sujeito - como efeito do interdiscurso sobre si mesmo. A rememoração eixo vertical tem dois funcionamentos: como memória e como texto fundante. Dividimos o corpus discursivo a partir dos procedimentos de fazer crer , de De Certeau (1994) e do lugar de memória, noção desenvolvida por Nora (1984) e que na ordem do discurso se constitui, de acordo com Courtine (2006), como um sistema de arquivo, uma rede de formulações a partir da qual retornam enunciados que atualizam os dizeres e saberes de uma FD. A rememoração/comemoração é o lugar de memória desse discurso e estrutura-se por quatro instituições da cidade: a Fundação Érico Verissimo, que organiza a memória discursiva e determina o que deve ser visibilizado e o que deve ser apagado; a Unicruz (Fundação Universidade de Cruz Alta); o Poder Público Municipal e a Mídia. O imaginário urbano de que tratamos é Cruz Alta, cidade do interior do Rio Grande do Sul, que se representa para dentro e para fora de seus limites como a terra de Érico Verissimo . O escritor é o objeto de rememoração/comemoração e se constitui como o objeto a (causa do desejo) e o objeto do desejo (o objeto desejado) e se materializa no fio do discurso pela perspectiva do sujeito desejante. Duas questões sustentam nossa reflexão: a primeira é Como o objeto de rememoração/comemoração se constitui no espaço urbano? E a segunda: Que domínios de memória funcionam nesse discurso? O corpus de arquivo abrange um espaço temporal que vai de 1969 a 2006. Dele recortamos textos exemplares do discurso a partir de lugares, que se constituem a partir do museu. Delimitamos quatro lugares: O museu, a Unicruz, o Poder Público Municipal e a Mídia. Trabalhamos com um corpus complexo, que se constitui de diferentes materialidades discursivas: documentário (dois), outdoors, placas e peças publicitárias que se materializam no fio do discurso por enunciados verbais e não-verbais. As análises apontaram o esforço de instituições urbanas de Cruz Alta em dar visibilidade ao objeto de rememoração/comemoração: Érico Verissimo.

Syftet med studien är att, med hjälp av metoden contingent valuation (CV), undersöka betalningsviljan (willingness to pay, WTP) för en reducerad risk att drabbas av mag- och tarmsjukdomar på grund av förorenat dricksvatten i Skellefteå kommun. Studien undersöker också sambandet mellan WTP och tidigare erfarenheter av förorenat dricksvatten. Respondenterna fick besvara en sluten och en öppen WTP-fråga för ett föreslaget projekt. WTP varierar mellan 39 – 67 kronor per månad utöver den nuvarande avgiften för vatten och avlopp (VA-taxan). De variabler som förklarar individuella skillnader i WTP är budnivån, upplevd dricksvattenkvalitet, huruvida personen blev drabbad vid tidigare utbrottet, om konsumtionsbeteendet har förändrats, ålder, inkomst och hushåll med barn. Resultaten visar att de respondenter som drabbats vid ett tidigare utbrott är mindre benägna att acceptera en högre kostnad. Ett förändrat konsumtionsbeteende visar däremot att respondenter i genomsnitt har en högre WTP för en minskad risk av mag- och tarmsjukdomar. / The purpose of the study is to examine the willingness to pay (WTP) for a reduced risk of gastrointestinal diseases due to contaminated drinking water in the municipality of Skellefteå using the contingent valuation method (CV). The study also examines the relationship between WTP and previous experiences of contaminated drinking water. The respondents answered to a closed and an open WTP question for a proposed project.  WTP varies between SEK 39 – 67 per month in addition to the current fee on water and wastewater. The variables that explain individual differences in WTP are the bid level, experienced drinking water quality, impact of the previous outbreak, changed consumption behavior, age, income and households with children. The results show that respondents affected by the previous outbreak are less likely to accept a higher cost. Respondents who changed their consumption behavior want, on average, pay more for a reduced risk of gastrointestinal diseases.

This study focuses on the implementation of Learning Management System (LMS) in the higher education sector in Iraq. Its aim is to develop a policy adoption framework for LMS implementation by scientifically investigating LMS adoption using a model that combines the principles of the Technology Acceptance Model (TAM) and Technology-Organisation-Environment (TOE) framework. The research methodology comprises of seven stages that adopts the interpretive paradigm and a mixed-methods research design. A case study design is used to investigate LMS integration in the University of Al-Qadisiyah. A TAM-TOE questionnaire is developed for the academic staff of the University of Al-Qadisiyah, in which the perceived usefulness and perceived ease of use of LMS are analysed in the case organisation. The technological, organisational, and environmental aspects of LMS implementation are also examined. The survey received valid responses from 283 academic staff. In-depth semi-structured interviews of 8 academics, administrative staff and IT personnel contributed to the qualitative data. The survey respondents are selected using stratified sampling whilst purposive sampling is used to select the interview participants. The questionnaire data was analysed using correlation analysis, whilst thematic analysis is used for the interview data. The study identifies the barriers to LMS implementation as: Lack of or limited teachers’ training, lack of commitment to constructivist pedagogy, lack of experience to use the new technology, lack of technical support, and lack of appropriate educational software. These results feed into the policy framework design. The contribution to research knowledge includes the creation of a new adoption model derived from TAM and TOE to examine the LMS implementation barriers in a war recovering economy like Iraq. This approach the integration of academic users’ acceptance with macro-level factors like government support. The results lease to the development of the LMS policy framework to guide policy makers to prioritise their limited LMS investments. The novelty of the work is the bringing together the considerations of the individual users and the socio-economic context.

Made available in DSpace on 2009-11-18T19:01:15Z (GMT). No. of bitstreams: 1 Licia-Rios.pdf: 436670 bytes, checksum: c571e18c2289fd9b46b9f90f3f105395 (MD5) Previous issue date: 2006 / Este estudo objetivou verificar a percepção do consumidor sobre a relação entre as variáveis independentes: uso de dados secundários não autorizados, percepção de invasão de privacidade, percepção de proteção de privacidade, percepção de confidencialidade, percepção de autenticação, percepção de erro, comportamento intencional de uso e a variável dependente propensão à compra on line. Realizou-se um levantamento com aplicação de questionários em uma amostra de 451 usuários de Internet, alunos de graduação e de pós-graduação das Instituições de Ensino Superior de São Luís, Maranhão. A análise estatística englobou Análise Descritiva e Regressão Múltipla. Concluiu-se que apenas uma variável, comportamento intencional de uso, está correlacionada à variável dependente. Algumas limitações, implicações e sugestões de pesquisa futura foram analisadas neste estudo. / The goal of this essay was verify consumer perception about the relationship among independents variables: unauthorized data use perception, privacy invasion perception, protection privacy perception, confidentiality perception, intentional use behavior, error, authenticity perception, and the dependent variable willingness to buy on line. A Survey was used in 451 undergraduate and postgraduate students, Internet user‘s in Universities in São Luís, Maranhão. Statistics Analyses used was Descriptive and Multiple Regression. In conclusion, only one variable, intentional use behavior was correlated to the dependent variable. Some limitations, implications and suggestions to future research were analyzed in this study.

Submitted by Silvia Marcomini (silvia.marcomini92@gmail.com) on 2017-01-02T17:04:57Z No. of bitstreams: 1 Silvia Marcomini - Master's thesis.pdf: 1575837 bytes, checksum: 65fcc8bc9b5ee94136369fc95e8d707b (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2017-01-04T13:07:05Z (GMT) No. of bitstreams: 1 Silvia Marcomini - Master's thesis.pdf: 1575837 bytes, checksum: 65fcc8bc9b5ee94136369fc95e8d707b (MD5) / Made available in DSpace on 2017-01-17T13:31:05Z (GMT). No. of bitstreams: 1 Silvia Marcomini - Master's thesis.pdf: 1575837 bytes, checksum: 65fcc8bc9b5ee94136369fc95e8d707b (MD5) Previous issue date: 2016-12-16 / The literature shows that shopping environment has an impact on various consumer behaviors, and that favourable environmental cues are associated with higher customer’ quality perception and willingness to pay. I investigated and found that this is true only when consumers are in a positive mood. When they are in a negative mood, consumers infer higher quality from a discount-looking shop. A between-design experimental survey has been conducted to analyze the impact of shopping environment, mood and shopping motivation on customers’ perception of quality and willingness to pay. Two mood conditions (positive/negative) have been created and induced to respondents at the beginning of the survey, along with two shopping environment conditions (upscale-looking/discount-looking) based on design, scent and sales personnel factors. Results show that shopping environment does not impact significantly the dependent variables but it interacts significantly with mood to determine quality perception; shopping motivation impacts significantly both quality perception and willingness to pay. / A literatura existente mostra que o ambiente do local onde se realizam compras impactua o comportamento do consumidor e que certos elementos favoráveis presentes neste local, estão associados a uma maior perceção de qualidade e uma maior disposição para comprar por parte dos consumidores. A autora investigou e descobriu que esta afirmação apenas se confirma quando os consumidores estão com bom-humor. Se em contrapartida, os consumidores estiverem com mau-humor, são os próprios que inferem uma maior qualidade aos produtos que sejam comprados numa loja de descontos. Realizou-se um questionário experimental para analisar o impacto do ambiente do local de compras, humor e motivação na perceção de qualidade e na disposição para comprar dos consumidores. Duas condições de humor (positivas / negativas) foram criadas e induzidas aos inquiridos no início do questionário, juntamente com duas condições de ambiente de compras (de alto nível / com desconto) baseadas em fatores como o design do espaço, o aroma e os empregados do local. Os resultados mostram que o ambiente do local de compras não afeta significativamente as variáveis dependentes, mas interage significativamente com o humor para determinar a perceção de qualidade dos produtos por parte dos consumidores. Por outro lado, a motivação para comprar afeta claramente tanto a perceção quanto a disposição para comprar.

Internal marketing and internal communication are essential tools to align em-ployees’ mindsets with the necessary tasks which bring about employee satis-faction and organisational prosperity. Electronic newsletters serve as an internal marketing communication medium which can convey the necessary information to employees regarding the organisation’s goals and objectives. They also act as a medium to build relationships with employees and encourage improved service delivery and customer-oriented employee mindsets. Employees’ willingness to make use of electronic newsletters for the purpose of disseminating organisational information is an indication of employees’ acceptance of the organisational information and use thereof in performing organisational tasks successfully as the organisation intends. The purpose of the current study was to determine employees’ acceptance of electronic newsletters, as an internal marketing communication medium, in order to disseminate organisational information which contributes to the attainment of organisational goals, objectives and success. An empirical study was conducted to determine employees’ acceptance of elec-tronic newsletters by means of an adapted technology acceptance model, self-administered, e-mail survey disseminated to employees of a higher education institution. The study followed a quantitative research approach, utilising re-gression in the analysis of the data. Based on the research results, employees do accept the electronic newsletter for the dissemination of organisational information, albeit with suggestions on how it can be better utilised in future. / Business Management / M. Com (Business Management)

Nesta tese são desenvolvidos três estudos sobre o risco associado aos acidentes de trânsito, com o objetivo de avaliar como a população o percebe, e o valor que estaria disposta a pagar para reduzi-lo. As análises foram feitas com duas diferentes metodologias econométricas e dois diferentes conjuntos de dados da população de Porto Alegre. O primeiro estudo procurou avaliar que fatores de risco contribuem para aumentar a gravidade dos acidentes de trânsito, utilizando dados de acidentes de trânsito ocorridos na cidade de Porto Alegre no período 2000-2008, através de modelos logit ordenados generalizados. Os resultados indicam que a maioria das vítimas feridas em acidentes de trânsito são condutores jovens, do sexo masculino e que estavam em motocicletas ou cujo acidente foi um choque contra obstáculos. Contudo, as vítimas fatais têm maior probabilidade de morte são os pedestres, com mais de 60 anos de idade. Os acidentes com maior gravidade ocorrem em maior proporção a noite ou finais de semana, em locais mais afastados do centro da cidade, o que sugere comportamento associado à alta velocidade e uso de substâncias psicoativas como álcool. Para os demais estudos utilizaram-se dados de um survey feito com a população de Porto Alegre em 2009. O segundo estudo avalia como as características sócio-demográficas, a experiência no trânsito e a informação recebida, afetam a percepção do risco e o comportamento no trânsito. Os resultados indicam que os indivíduos que tem risco maior de morte no trânsito subestimam seu próprio risco e vice-versa; e que os mais jovens têm maior percepção deste risco, assim como os que tiveram experiência de acidente de trânsito ou passam mais tempo expostos a ele. O risco do consumo de bebidas alcoólicas associado ao trânsito, no entanto é percebido maior pelos idosos, mulheres, não bebedores ou quem não tem comportamento de risco, assim como pelos que têm mais informação do risco. Da mesma maneira, o comportamento de risco no trânsito associado ao consumo de álcool está negativamente relacionado a percepção deste risco e a idade. O terceiro estudo estimou a disposição a pagar ( ) dos entrevistados pela redução no seu próprio risco de sofrer lesões em um acidente de trânsito e o valor de uma vida estatística ( ), utilizando modelos lineares e não-lineares ajustados através de uma transformação Box-Cox. Os resultados indicam que a esta relacionada de forma decrescente com a idade e com a não utilização de dispositivos de segurança, mas aumenta com a renda, o tempo de exposição ao trânsito, a experiência com acidentes, para as mulheres e para os que têm dependentes. O valor médio eliciado da para reduzir a zero o risco das lesões mais graves, que resultam em morte, implicou em de cerca de R$ 13,4 milhões (US$7,3 milhões) - valor menor, porém comparável ao encontrado para países desenvolvidos e em estudo para o Brasil. / This thesis develops three studies on the risk associated with traffic accidents, in order to assess how people perceive it and the value they would be willing to pay to reduce it. The analysis was made with two different econometric methods and two different sets of data from Porto Alegre's population. The first study to assess at risk factors that contribute to increased severity of accidents, using data obtained from traffic accidents in the city of Porto Alegre between the years 2000 and 2008, and applying the generalized ordered logit. The results indicate that most of the victims injured in accidents are young drivers, males, motorcyclists and whose crash was a “collision with obstacles”. However, fatal victims have a different profile: they are pedestrians, over 60 years old. The most serious accidents occur in greater proportions at nights or weekends, at locations further away from the city center, which suggests behavior associated with high speed driving and the use of psychoactive substances, such as alcohol. The other two studies used data from a survey done with the population of Porto Alegre in 2009. The second study evaluates how socio-demographic characteristics, traffic experience and the information received about the risks of driving under the influence of alcohol, affect risk perception and behavior in the traffic. The results indicate that individuals who have greater risk of dying in traffic, underestimate their own risk and vice versa; and that young people as well as those who have been in an accident or those who spend a lot of time in traffic, have a greater perception of their risk. On the other hand, the risk of alcohol consumption associated with traffic, is perceived better by older people, women, non-drinkers, people without risky behavior, and those who are more aware of the risks of driving under the influence of alcohol. Similarly, risky behavior in traffic, related to alcohol consumption, is inversely proportional to perception of risk and to age. The third study estimated the respondents' willingness to pay ( ) for the reduction in their risk of suffering injuries in a traffic accident, as well as the value of a statistical life ( ), using linear and nonlinear models adjusted by the Box-Cox transformation. The results indicate that the decreases with age and with not using safety devices, but increases with income, exposure to traffic, and the accidents experience, for women and for those who have dependents. The average value elicited by to reduce to zero the risk of severe injuries that result in death, implied a of about R$13.4 million (US$ 7.3 million) - lower, but still a comparable value to that found in developed countries, and studied in Brazil.

This thesis investigates the sensitivity of derived monetary valuations of the well-being effects of non-market goods, by considering, in turn, the four components that contribute to these calculations. Comparisons are made to the current subjective well-being (SWB) literature by altering one component at a time in a willingness to pay (WTP) function, in addition to varying the estimator used when calculating WTP. The first component varied is the measure of income used; a more robust, up-to-date measure is proposed that takes into account household size, economies of scale and composition, plus other improvements over current income scaling approaches including equivalence scales. Secondly, anticipation and adaptation effects are examined, in order to allow for the dynamics of SWB in WTP valuations. Thirdly, due to the ordered nature of the dependent variable, the effects of both cardinal and ordinal models on WTP derivations are investigated. Such models include the ordered logit fixed effects (FE) model (see for example Das and Van Soest (1999), Ferrer-i-Carbonell and Frijters (2004) and Baetschmann et al. (2011)). The final input to be varied is whether income endogeneity is accounted for. A control function approach is used in this case. A key finding is that all four inputs in the WTP calculation contribute significantly to the estimated WTP values. However, the degree to which each input influences the variation in WTP values differs substantially. The three main contributing factors to WTP variations are the income variable chosen, anticipation and adaptation effects, and controlling for endogeneity. Additionally, this thesis proposes a new way to define WTP that is also valid for ordered estimators. Whilst the standard WTP approach relies simply on coefficient ratios at a point in time, the method proposed here uses the finding that statistically significant anticipation and adaptation effects, along with adaptation to all non-market events (except for unemployment) suggest that there are concerns with taking WTP values as yearly valuations that assume constant effects on SWB. By instead defining WTP as the summation of the value of all WTP effects over all lag and lead effect periods, the total value of an event can be calculated. This definition presents further weaknesses of the original method by showing that because of significant lag and lead effects for events such as divorce and widowhood, these events have substantially larger WTP values than first thought. This leads to the major finding in this study that rank orders are not preserved when controlling for income endogeneity, even when comparing two model specifications that are identical in all other respects. Therefore, despite absolute WTP valuations appearing more similar for linear and ordered estimators when a more appropriate model specification is in place, the rank orders are affected. This finding argues against papers such as Powdthavee and van den Berg (2011) that find that rank orders are preserved for WTP valuations when modelling SWB. In conclusion, given rank orders are generally not preserved when a small change is made in the model specification, the validity of the WTP method is significantly reduced. Finally, the above methodology is applied to education, with the main contribution to the education literature being that the positive effects on SWB from education only exist in terms of lead effects.

Nesta tese são desenvolvidos três estudos sobre o risco associado aos acidentes de trânsito, com o objetivo de avaliar como a população o percebe, e o valor que estaria disposta a pagar para reduzi-lo. As análises foram feitas com duas diferentes metodologias econométricas e dois diferentes conjuntos de dados da população de Porto Alegre. O primeiro estudo procurou avaliar que fatores de risco contribuem para aumentar a gravidade dos acidentes de trânsito, utilizando dados de acidentes de trânsito ocorridos na cidade de Porto Alegre no período 2000-2008, através de modelos logit ordenados generalizados. Os resultados indicam que a maioria das vítimas feridas em acidentes de trânsito são condutores jovens, do sexo masculino e que estavam em motocicletas ou cujo acidente foi um choque contra obstáculos. Contudo, as vítimas fatais têm maior probabilidade de morte são os pedestres, com mais de 60 anos de idade. Os acidentes com maior gravidade ocorrem em maior proporção a noite ou finais de semana, em locais mais afastados do centro da cidade, o que sugere comportamento associado à alta velocidade e uso de substâncias psicoativas como álcool. Para os demais estudos utilizaram-se dados de um survey feito com a população de Porto Alegre em 2009. O segundo estudo avalia como as características sócio-demográficas, a experiência no trânsito e a informação recebida, afetam a percepção do risco e o comportamento no trânsito. Os resultados indicam que os indivíduos que tem risco maior de morte no trânsito subestimam seu próprio risco e vice-versa; e que os mais jovens têm maior percepção deste risco, assim como os que tiveram experiência de acidente de trânsito ou passam mais tempo expostos a ele. O risco do consumo de bebidas alcoólicas associado ao trânsito, no entanto é percebido maior pelos idosos, mulheres, não bebedores ou quem não tem comportamento de risco, assim como pelos que têm mais informação do risco. Da mesma maneira, o comportamento de risco no trânsito associado ao consumo de álcool está negativamente relacionado a percepção deste risco e a idade. O terceiro estudo estimou a disposição a pagar ( ) dos entrevistados pela redução no seu próprio risco de sofrer lesões em um acidente de trânsito e o valor de uma vida estatística ( ), utilizando modelos lineares e não-lineares ajustados através de uma transformação Box-Cox. Os resultados indicam que a esta relacionada de forma decrescente com a idade e com a não utilização de dispositivos de segurança, mas aumenta com a renda, o tempo de exposição ao trânsito, a experiência com acidentes, para as mulheres e para os que têm dependentes. O valor médio eliciado da para reduzir a zero o risco das lesões mais graves, que resultam em morte, implicou em de cerca de R$ 13,4 milhões (US$7,3 milhões) - valor menor, porém comparável ao encontrado para países desenvolvidos e em estudo para o Brasil. / This thesis develops three studies on the risk associated with traffic accidents, in order to assess how people perceive it and the value they would be willing to pay to reduce it. The analysis was made with two different econometric methods and two different sets of data from Porto Alegre's population. The first study to assess at risk factors that contribute to increased severity of accidents, using data obtained from traffic accidents in the city of Porto Alegre between the years 2000 and 2008, and applying the generalized ordered logit. The results indicate that most of the victims injured in accidents are young drivers, males, motorcyclists and whose crash was a “collision with obstacles”. However, fatal victims have a different profile: they are pedestrians, over 60 years old. The most serious accidents occur in greater proportions at nights or weekends, at locations further away from the city center, which suggests behavior associated with high speed driving and the use of psychoactive substances, such as alcohol. The other two studies used data from a survey done with the population of Porto Alegre in 2009. The second study evaluates how socio-demographic characteristics, traffic experience and the information received about the risks of driving under the influence of alcohol, affect risk perception and behavior in the traffic. The results indicate that individuals who have greater risk of dying in traffic, underestimate their own risk and vice versa; and that young people as well as those who have been in an accident or those who spend a lot of time in traffic, have a greater perception of their risk. On the other hand, the risk of alcohol consumption associated with traffic, is perceived better by older people, women, non-drinkers, people without risky behavior, and those who are more aware of the risks of driving under the influence of alcohol. Similarly, risky behavior in traffic, related to alcohol consumption, is inversely proportional to perception of risk and to age. The third study estimated the respondents' willingness to pay ( ) for the reduction in their risk of suffering injuries in a traffic accident, as well as the value of a statistical life ( ), using linear and nonlinear models adjusted by the Box-Cox transformation. The results indicate that the decreases with age and with not using safety devices, but increases with income, exposure to traffic, and the accidents experience, for women and for those who have dependents. The average value elicited by to reduce to zero the risk of severe injuries that result in death, implied a of about R$13.4 million (US$ 7.3 million) - lower, but still a comparable value to that found in developed countries, and studied in Brazil.