Neuroscience in marketing : an FMRI-Based Perspective on brands

Doutoramento em GestãoAlthough somewhat outdated, the American Marketing Association definition of brand still is largely accepted. In this case, brands are signs for product differentiation. The present research, instead, finds brands and their logos as meaningful signs that belong to the human communicative lexicon. Logos are ideograms, i.e. graphic representations that convey meanings. These meanings are transferred from one mind to other minds through brands, establishing communication between humans, and which is also used to self-monitoring in a self-reflexive process, i.e., reading the reactions of others to the ideographic messages once sent to them. Brands are intimately connected to meta-representational processes, whether they are seen as the repository of human attributes, whether themselves are perceived as interlocutors, in a quasi-human level. It also finds that the human emotion system is used to perceive, interpret, and classify brands. Founding in the neuro-based model of emotions developed by Damásio, the present research reveals that brands systematically recruits the emotion system when stimulate brains, which leads to posit that brands are felt in order to be perceived. It is also largely relying in the brain structures that support emotion processing, but also based in other regions that support self-relatedness processing, that is trained an artificial neural network that yields predictions of subjects' choices at a level much higher than mere chance. This procedure allows a coarse but promising consumers' "mind reading".Apesar de algo ultrapassada, a definição de marca da American Marketing Association ainda é largamente aceite. Assim, as marcas são sinais usados na diferenciação de produtos. A investigação presente, pelo contrário, sugere que as marcas e os seus logotipos são sinais com significado que pertencem ao léxico comunicativo humano. Os logotipos são ideogramas, i.e. representações gráficas que transmitem significados. Tais significados transferem-se de uma mente para outra através das marcas, estabelecendo uma comunicação entre humanos, e que também é usada na auto-monitorização num processo auto-reflexivo, i.e. lendo as reacções que os outros têm às mensagens ideográficas que lhes foram enviadas. As marcas estão intimamente ligadas aos processos meta-representacionais, seja por elas serem consideradas um repositório de atributos humanos, seja por elas próprias serem consideradas como interlocutores, a um nível quase-humano. Este estudo também constata que o sistema emocional humano é usado para perceber, interpretar, e classificar as marcas. Baseado no modelo neuronal das emoções de Damásio, verifica-se que as marcas recrutam sistematicamente o sistema das emoções sempre que elas estimulam um cérebro, o que leva a avançar que as marcas são sentidas de forma a serem percebidas. É com base em estruturas cerebrais que sustentam o processamento das emoções, mas também com base em outras regiões ligadas a processamentos da auto-reflexão, que é treinada uma rede neuronal artificial, da qual resultam previsões das escolhas dos sujeitos participantes, as quais estão a um nível muito superior ao mero acaso. Este procedimento permite uma "leitura da mente" algo grosseira, mas muito promissora

Brain interference: Revisiting the role of IFNγ in the central nervous system

Interferon gamma (IFN-gamma) is a pro-inflammatory cytokine, first described as a secreted molecule capable of interfering with viral replication. Since then, numerous other important actions in the context of the immune response to invading pathogens (including those invading the brain) have been ascribed to this pleiotropic cytokine. Nevertheless, the precise role of IFN gamma in neuropsychiatric and neurodegenerative disorders, and its possible contribution to the regulation of normal brain function, remains enigmatic. This review integrates and considers current knowledge about IFN gamma actions with accumulating evidence of its importance on neurocytogenesis, synaptic plasticity and neurodegeneration within the framework of brain health and disease.Portuguese Science Foundation (FCT) for providing fellowships to S. Monteiro (SFRH/BD/69311/2010) and S. Roque (SFRH/BPD/72710/2011). Work by the authors was co-funded by Programa Operacional Regional do Norte (ON.2 – O Novo Norte), Quadro de Referência Estratégico Nacional (QREN), through the Fundo Europeu de Desenvolvimento Regional (FEDER), the “Programa Operacional Regional do Norte (ON.2 SR&TD Integrated Program – NORTE-07-0124-FEDER-000021), Quadro de Referência Estratégico Nacional (QREN), através do Fundo Europeu de Desenvolvimento Regional (FEDER)”, and by national funds from the FCT (PEst-C/SAU/LA0026/2013), and “Fundo Europeu de Desenvolvimento Regional (FEDER), através do COMPETE (FCOMP-01-0124-FEDER-037298)”info:eu-repo/semantics/publishedVersio

Portugal e a defesa europeia

info:eu-repo/semantics/publishedVersio

A política comum de segurança e defesa e o Conselho Europeu de Dezembro de 2013

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Measuring adherence to inhaled control medication in patients with asthma: Comparison among an asthma app, patient self‐report and physician assessment

Background Previous studies have demonstrated the feasibility of using an asthma app to support medication management and adherence but failed to compare with other measures currently used in clinical practice. However, in a clinical setting, any additional adherence measurement must be evaluated in the context of both the patient and physician perspectives so that it can also help improve the process of shared decision making. Thus, we aimed to compare different measures of adherence to asthma control inhalers in clinical practice, namely through an app, patient self-report and physician assessment. Methods This study is a secondary analysis of three prospective multicentre observational studies with patients (≥13 years old) with persistent asthma recruited from 61 primary and secondary care centres in Portugal. Patients were invited to use the InspirerMundi app and register their inhaled medication. Adherence was measured by the app as the number of doses taken divided by the number of doses scheduled each day and two time points were considered for analysis: 1-week and 1-month. At baseline, patients and physicians independently assessed adherence to asthma control inhalers during the previous week using a Visual Analogue Scale (VAS 0–100). Results A total of 193 patients (72% female; median [P25–P75] age 28 [19–41] years old) were included in the analysis. Adherence measured by the app was lower (1 week: 31 [0–71]%; 1 month: 18 [0–48]%) than patient self-report (80 [60–95]) and physician assessment (82 [51–94]) (p 0.05). There was a moderate correlation between patient self-report and physician assessment (ρ = 0.596, p < 0.001). Conclusions Adherence measured by the app was lower than that reported by the patient or the physician. This was expected as objective measurements are commonly lower than subjective evaluations, which tend to overestimate adherence. Nevertheless, the low adherence measured by the app may also be influenced by the use of the app itself and this needs to be considered in future studies.info:eu-repo/semantics/publishedVersio

Identification of clusters of asthma control: A preliminary analysis of the inspirers studies

This work was funded by ERDF (European Regional Development Fund) through the operations: POCI- -01-0145-FEDER-029130 (“mINSPIRERS—mHealth to measure and improve adherence to medication in chronic obstructive respiratory diseases - generalisation and evaluation of gamification, peer support and advanced image processing technologies”) co-funded by the COMPETE2020 (Programa Operacional Competitividade e Internacionalização), Portugal 2020 and by Portuguese Funds through FCT (Fundação para a Ciência e a Tecnologia).© 2020, Sociedade Portuguesa de Alergologia e Imunologia Clinica. All rights reserved. Aims: To identify distinct asthma control clusters based on Control of Allergic Rhinitis and Asthma Test (CARAT) and to compare patients’ characteristics among these clusters. Methods: Adults and adolescents (≥13 years) with persistent asthma were recruited at 29 Portuguese hospital outpatient clinics, in the context of two observational studies of the INSPIRERS project. Demographic and clinical characteristics, adherence to inhaled medication, beliefs about inhaled medication, anxiety and depression, quality of life, and asthma control (CARAT, >24 good control) were collected. Hierarchical cluster analysis was performed using CARAT total score (CARAT-T). Results: 410 patients (68% adults), with a median (percentile 25–percentile 75) age of 28 (16-46) years, were analysed. Three clusters were identified [mean CARAT-T (min-max)]: cluster 1 [27(24-30)], cluster 2 [19(14-23)] and cluster 3 [10(2-13)]. Patients in cluster 1 (34%) were characterised by better asthma control, better quality of life, higher inhaler adherence and use of a single inhaler. Patients in clusters 2 (50%) and 3 (16%) had uncontrolled asthma, lower inhaler adherence, more symptoms of anxiety and depression and more than half had at least one exacerbation in the previous year. Further-more, patients in cluster 3 were predominantly female, had more unscheduled medical visits and more anxiety symp-toms, perceived a higher necessity of their prescribed inhalers but also higher levels of concern about taking these inhalers. There were no differences in age, body mass index, lung function, smoking status, hospital admissions or specialist physician follow-up time among the three clusters. Conclusion: An unsupervised method based on CARAT--T, identified 3 clusters of patients with distinct, clinically meaningful characteristics. The cluster with better asthma control had a cut-off similar to the established in the validation study of CARAT and an additional cut-off seems to distinguish more severe disease. Further research is necessary to validate the asthma control clusters identified.publishersversionpublishe

2 nd Brazilian Consensus on Chagas Disease, 2015

Abstract Chagas disease is a neglected chronic condition with a high burden of morbidity and mortality. It has considerable psychological, social, and economic impacts. The disease represents a significant public health issue in Brazil, with different regional patterns. This document presents the evidence that resulted in the Brazilian Consensus on Chagas Disease. The objective was to review and standardize strategies for diagnosis, treatment, prevention, and control of Chagas disease in the country, based on the available scientific evidence. The consensus is based on the articulation and strategic contribution of renowned Brazilian experts with knowledge and experience on various aspects of the disease. It is the result of a close collaboration between the Brazilian Society of Tropical Medicine and the Ministry of Health. It is hoped that this document will strengthen the development of integrated actions against Chagas disease in the country, focusing on epidemiology, management, comprehensive care (including families and communities), communication, information, education, and research

Pegmatitos com berilo, columbite-tantalite e fosfatos da Bendada (Sabugal, Guarda)

Tese de doutoramento em Ciências (Ciências Geológicas) apresentada à Fac. de Ciências da Univ. de Coimbr

Archetype-based semantic interoperability in healthcare

Advances in new Methodologies for Problem Solving and Information Technology enable a fundamental redesign of health care processes based on the use and integration of data and/or knowledge at all levels, in a healthcare environment. Indeed, new communication technologies may support a transition from institution centric to patient-centric based applications, i.e., the health care system is faced with a series of challenges, namely those concerning quality-of-information and the cost-effectiveness of such processes. The distribution of cost-effective health care allowing the patient to take active part in the caring process, provision of evidence- based care on all levels in the system and effective use and reuse of information are key issues for the health care organization. The information and communication technology infrastructure should therefore reflect the view of the health care system as a seamless system where information can flow across organizational and professional borders. Therefore, in this work it will be address key principles that must be at the center of patient-centered technologies for disease management and prevention, namely those referred to above