Background and Purpose The number of brands promoted through commercials and media is significantly increasing, with each striving to capture customers' attention and maintain their interest (Aminiroshan et al., 2021,Shakibaei Fard et al., 2020). In the marketing industry, unconscious and emotional processes play a crucial role in influencing advertisements' effectiveness and consumers' shopping behaviors. The patterns of customers' brain activity are intricately linked to their behaviors, prompting a growing interest in utilizing brain-related techniques to analyze responses to advertisements and even to influence customer tendencies. Frontal brain asymmetry is recognized as a valuable tool for understanding cognitive and emotional brain interactions. This study aims to investigate changes in the frontal and prefrontal brain regions in response to sports and non-sports advertisements from Coca-Cola and Apple. The research explores whether advertisements presented in these two distinct contexts—sports and non-sports—differentially affect brain activity. To address this question, the study objectively compares two distinct samples of commercials from Coca-Cola and Apple, one set focused on sports and the other on non-sports themes. Materials and Methods Thirty students from Ferdowsi University of Mashhad (FUM), comprising 15 males and 15 females, provided written consent to participate in the study. Their ages ranged from 20 to 35 years (x̄= 24. 81, SD = 3. 77). All participants were right-handed and reported being in good health, with no history of alcohol or drug dependency. . .

Response Surface Methodology is used to optimize the parameters of a process when the function that describes it is not known and the experimenter wants to find the optimal solution of process input variables by RSM.In some cases, there is more than one response and it is necessary to optimize them simultaneously. But the experimenter always knows about producer requirements (such as standards, objectives, etc.) and customer need can be another response in multiresponse surface problems. High technology industry, with more competitiveness, must continuously improve multiple correlated product quality characteristics and the consumer must assess them. This paper extends the ideas of a multiresponse surface to the tracking of dynamic optimization, with respect to customer response. Indeed, this study presents a new approach to formulate multiple response customer voice (by using Conjoint Analysis) and other responses and, also, by solving the correlated responses using a metaheuristic optimization method. The proposed procedure is illustrated with an experiment from the literature.

The purpose of this study is to identify the potential customers to address in direct marketing programs, which has been regarded as one of the most important issues for direct marketers. The most important matter is the customer’ s data set, which is always highly imbalanced. In this study, by combining the random under-sampling and over-sampling of the majority and minority classes that have been used frequently in past studies, we have designed and developed a dynamic and effective algorithm to identify and predict potential customers by clustering customers and extracting more balanced samples. For this purpose, a travel agency database (of over 10, 000 records) has been used. The results indicate that customer's raw data cannot make a reliable prediction. On the other hand, Re-sampling methods using customer clustering and combining of minority and majority classes according to the proposed algorithm dramatically increases the prediction power of the decision tree and can be used in different situations and markets. Finally, by combining the results of the extracted XML codes and "multiple" criterion in each step, we can identify and rank potential customers and target them in an efficient way.

Today, the existence of a competitive market and a variety of products have transformed the business world. In the past, businesses were more traditionally run and there was no trace of the new concepts of marketing and advertising, but in modern times, new concepts have emerged in this fieldand the customer is regarded as the center of business activity. Businesses have found that if they keep up with their old and traditional trends and neglect customer-related issues, it will not be too late to be shaky and eliminated from the competition and replaced by New and powerful players in the business arena. The use of social media in today's society is expanding and growing. Most people use this media to meet their needs in various fields. One of the most important uses of social media is in marketing and business and therefore the concept of social media marketing is particularly important. Businesses and marketers have been turning to social media marketing for a variety of reasons and using social media for marketing their goods and services. Due to the rapid growth of social media use this tool plays an unmatched role in human life. On the other hand, other important concepts that are always of interest to businesses are customer experience and customer response concepts. Businesses and marketers are always looking to improve the experience and response of their customers and be able to create positive and enjoyable experiences and useful and effective responses to their customers. Creating lasting, great experiences for customers greatly increases the chance of business success. One of the major concerns of businesses is to create pleasant experiences and develop, thrive and improve the business. Positive Customer Response to Business As well as a pleasant customer experience can help the business prosper and On the contrary negative customer response to business and activities can cause stagnation, decrease sales and profitability, and ultimately business closures. The purpose of the present research is to design a model for improving customer experience and response using social media marketing. Therefore, identifying categories that improve customer experience and response and the strategies needed in this field are the goals of this research. The research was carried out using the systematic grounded theory method. Because the purpose of the research is to design a model for improving customer experience and response using social media marketing and it is a topic that has not been taken into consideration so far and there is no theory or hypothesis about it and there seems to be a theoretical vacuum in this area, Therefore, the grounded theory method was chosen. The research community includes all social media marketing experts and customers who use these media to search for the products they need. Sampling in this research is a theoretical sampling. In this study, both library and field methods are used. The library method is used to review the literature on the subject and background of the problem and the relationships in the research problem. This method utilizes internal and external scientific books and articles related to research, sites and computer information systems, scientific databases and social media. The field method used in the present study is interviewing. The data were collected through interview tool. Interviews continued until theoretical saturation. In this research, the path of the interviews to reach the research objectives continued until the data reached saturation and no new concepts were extracted from the interviews. In total, Interviews were conducted with 14 of the customers and the professionals who use social media marketing in the field of clothing and in the city of Isfahan. Promoting customer experience and response in the field of apparel reinforces both the domestic and foreign markets of these products, and retailers can boost their business with the lowest cost and highest returns using social media marketing. Customers can also easily search, select and purchase the products they need. In addition, if this improvement in the experience and response of customers in the field of domestic apparel is achieved, it will improve and grow the country's garment industry, which contributes significantly to the country's economic growth. Validation was done using criteria such as acceptability, transferability, reliability and verifiability and then by the pluralism method. In pluralism, three methods were used. These methods were: calculation of test retest reliability (pluralism in interviewee), test retest reliability (method plurality) and reliability calculation between two coders. Data analysis was performed through three types of open, axial and selective coding. In the present study, the researcher conducted a detailed analysis of the interviews and began coding them during the interviews. At first, initial codes were identified and then, with careful analysis and continuous comparison, conceptual codes were extracted considering similar codes. During the open analysis and coding process, 180 conceptual codes were obtained. Then, by analyzing conceptual codes and summarizing and classifying these concepts, 19 categories of concepts were extracted. Then, in the axial coding step, the coding was performed around the obtained categories and it was attempted to put the relevant data together. Subsequently, attempts were made to label such conditions as causal conditions, context conditions, intervening conditions, strategies and consequences. Finally, in the final stage of coding, ie, selective coding, the central category was selected according to the criteria of its selection and the theory was integrated and refined and the research model was obtained. Core category of this study is customer engagement and the use of social media marketing. This category has frequently appeared in the data. The results of this study show that time management, cost management, leisure management, choosing the right product, desire for comfort and social influence are the causal factors that drive customer participation and use of social media marketing. These categories lead to customer experience and response through current research strategies namely social media capabilities, customer dynamics and perceived value. Also, trust and perceived risk categories are the intervening conditions of the research. Finally, Information and communication technology and relationship marketing categories form the context of the present study.

Objective: CREB1 is an important downstream protein for many signaling pathways. By designing efficient siRNAs against CREB1, it may be possible to assess the role of molecules involved in signaling pathways in different cell types. In this research the efficiency of CREB1 knockdown by two different siRNAs in K562 cells has been studied. Materials and Methods: siRNAs have been designed according to the criteria suggested by Reynolds et al. K562 cells were transfected by siRNA using Lipofectamine 2000. The efficiency of CREB knockdown has been assessed by quantitative relative Real-time PCR. Results: Our results have shown that only one of the siRNAs has a high level of inhibitory effect on CREB1 gene expression. The expression of CREB1 by this siRNA was knocked-down by 87% in K562 cells. Conclusion: In this research, although two siRNAs were designed according to the Reynolds et al. criteria, only one showed an inhibitory effect. Reasons other than the aforementioned criteria may be involved in effectiveness of siRNAs.

One of the factors that can be the link between our intentions and actions and their external consequences is human agency, which indicates the conscious design and intentional execution of actions by the individual in order to influence future events.Objective and Method: This research with a developmental approach of psychometric method and method 1, examines the psychometric indices of the Human Factor Characteristics Scale using the classical theory of test score measurement and the graduated question-answer theory. The purpose of this study, which included high school students in Tehran, was selected by cluster sampling of 500 people as a sample size and statistical analysis was performed on 481 data. To collect the data, the ion Human Agent Characteristics Scale (2011) was used and the research questions were evaluated using IRTPRO and SPSS software.Results:The assumption of local independence based on Pearson x2 index was established by applying Simjima's calibrated question-answer theory and the assumption of being one-dimensional based on the analysis of multidimensional question-answer theory. Diagnosis parameters with question-answer approach and classical approach Test score Both item 25 approach had the lowest and item 2 had the highest diagnosis parameter. The answer thresholds for all the questions were so far apart that no option was covered by the other option, and the options were independently selected by individuals at intervals of theta. The total scale was calculated with Cronbach's alpha of 0.945, intentionality of 0.894, foresight of 0.780, self-reactivity of 0.871 and rethinking of 0.762. Also, the role of each item in internal consistency was investigated by the loop method, which all questions had a favorable role in internal consistency of this scale. The value of the validity coefficient obtained from the question-answer theory was obtained by marginal method for intentionality 0.92, forethought 0.85, self-reaction 0.91, rethinking 0.83..

A growing trend towards computerization and competition in supply chains results in uncertainty and quick variability that make the decisions di, cult for both levels of retailers and manufacturers. In this paper, two Bi-Level Stackelberg Models (BLSMs) are developed under non-and agile conditions in the presence of strategic customers. Our main novelty approach in this paper is to consider both levels competing with each other in a sequential game to determine the optimal production and order quantities and prices with and without agile abilities. In addition, both proposed models are simpli, ed singlelevel using the Karush-Kuhn-Tucker (KKT) approach. Then, they are remodeled by a Robust Optimization (RO) technique due to existing uncertain parameters. To have a better assessment of the models' efficiency and applicability, they have been implemented in a real case and finally, the results are compared and analyzed.

A growing trend towards computerization and competition in supply chains results in uncertainty and quick variability that make the decisions difficult for both levels of retailers and manufacturers. In this paper, two Bi-Level Stackelberg models are developed under non- and agile conditions in the presence of strategic customers. Our main novelty approach in this paper is to consider both levels competing with each other in a sequential game to determine the optimal production and order quantities and prices with and without agile abilities. In addition, both proposed models are simplified single-level using the Karush-Kuhn-Tucker (KKT) approach. Then, they are remodeled by the Robust Optimization technique due to existing uncertain parameters. To have a better assessment of the models’ efficiency and applicability, they have been implemented in a real case and finally, the results are compared and analyzed.

According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, consequently, high performance of frontline employees affects behavioral intentions of customers. The aim of this study is proposing a service recovery model to illustrate how having high performance in the service recovery process causes tourists’ positive word-of-mouth. The statistical population of this study is composed of tourists who stayed in one of the 5-star hotels of Shiraz and were accessible during the research. Based on the Cochran formula 384 individuals have been considered as the statistical sample. The collected data have been analyzed using SPSS 22 and smart PLS 2 software. As the results show, high level of performance in service recovery influence tourists’ word of mouth.