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It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

Starting from Hayek’s distinction between spontaneous and man-made orders, we attempt to analyze the role of the entrepreneur in business organizations. The business firm shares important elements of both categories, thus we describe it as a hybrid order. We proceed to construct an account of the entrepreneur that is consistent both with the attributes of the firm that reflect its affinity with man-made organizations, as well as those that reflect its affinity with spontaneous orders. We highlight the concept of entrepreneurial leadership as the major factor for the existence of business organizations and we discuss why the actual mode in which entrepreneurial leadership is exercised has important implications for the development of the firm.

The purpose of this study was to evaluate the in vitro and in vivo effects of three varieties of Indonesian fermented rice bran (RB) (Inpari 6, Inpari 30 and Inpara 1).

Three types of RB were fermented using Rhizopus oligosporus. The total phenolic content (TPC) was determined using the Folin–Ciocalteau method, and antioxidant activity was analyzed by measuring the 2,2-diphenyl-1-picrylhydrazyl free radical scavenging activity (RSA). For in vivo analyses, one week after acclimatization, stroke-prone spontaneously hypertensive rats (n = 4, 12 weeks of age) were divided into two groups and orally administered fermented RB (40 mg/kg body weight) or distilled water as a control after 16 h of fasting. Blood pressure (BP) was measured before and 2, 4 and 6 h after administration with a BP monitor without warming. Six days later, the rats were subject to the same procedure and sacrificed after 6 h of oral administration. Blood was collected and the plasma was separated to measure nitric oxide, glucose and insulin levels.

The highest TPC and RSA of fermented RB were obtained from Inpari 30 after incubation for 72 h (260.33 ± 0.39 mg GAE/100 g dry basis and 83.71 ± 0.61 per cent), respectively. Furthermore, single oral administration of fermented RB improved BP (p < 0.05) and glucose metabolism after 6 h of administration (p < 0.05).

This is the first study to evaluate the effects of fermented RB on improving high BP and glucose profiles by using a spontaneously hypertensive animal model.

The purpose of this paper is to investigate why children with autism spectrum disorder (ASD) tend to respond to tasks from their own perspective. The authors investigated the effects of explicitness of viewpoint on performance of spontaneous level 2 perspective-taking skills in six- to eight-year-old children with ASD.

The authors conducted visual perspective-taking tasks with explicit and implicit instructions about the viewpoint to be used. Participants operated a toy car on a map while listening to the experimenter’s instructions. In the implicit condition, when the experimenter said “Turn right/left” at each intersection, the participants moved the car accordingly. Subsequently, in the explicit condition, the experimenter said “Look from the driver’s viewpoint and turn right/left” at each intersection.

In the implicit condition, the authors did not observe a clear developmental change in performance between six- and eight-year-old children in the ASD group. In contrast, performance in the ASD group improved under the explicit condition relative to that under the implicit condition.

The results suggest six- to eight-year-old children with ASD tend not to spontaneously use level 2 perspective-taking skills. Therefore, viewpoints should be explicitly instructed to children with ASD. In addition, it is also important to implement training to encourage spontaneous transitions from self-perspective to other-perspective under the implicit condition.

For current works, agents create social network by drawing on the knowledge of their immediate environment, and they use network for cooperating with one another and for promoting their own economic and social interests. The purpose of this paper is to aid in re-enchanting network study, and present network as spontaneous social construction.

The paper draws on Hayek's spontaneous order. For Hayek, agents have access to a wide knowledge about social system, and use this knowledge to spontaneously coordinate with each other in the pursuit of their self-interests.

The authors develop the idea by presenting and performing an analogy of Hayek's spontaneous order to emergent structures. The result of this analogy is a conception of network dynamics wherein the spontaneous social construction of network structures is achieved by agents who have knowledge of the interaction rules that guide structures production, and who, by drawing on this knowledge, are able to influence the emergence of network structures. Agents thus spontaneously contribute to the emergence of a network, to its growth, and its decline.

This new conception of network focusses on the processes of the social construction of network structures. It provides a better account of network change and development than current works, and because it stresses the spontaneous, fragile and ephemeral character of network, it can prove useful for the re-enchantment of network studies.

Purpose – Recent findings in neurobiology, cognitive psychology, and brain evolution are interpreted in light of Hayek's construction of the sensory order as a spontaneously emergent evolutionary adaptation. The sensory order is an experimental view of reality ordered by experience.

Approach – Natural selection of behavioral and cognitive adaptations is shown to result in structural change within the brain. Individual brains grow, and species brains evolve, through the construction and evaluation of hypothetical classification schemata. This process both results in the construction of the sensory order, as well as results from the particular models of objective reality that individuals have constructed, their evaluation of these models, and the comparison of our own models with those of others.

Findings – Cognitive adaptations, such as belief in agency, causal reasoning, and theory of mind, are inherited because they enhance survival and reproductive opportunities. In addition, behavioral adaptations including empathy, reciprocity, social hierarchy, and peacemaking are also inherited. Socialization in larger groups required the evolution of enhanced brain connectivity permitting a greater degree and sophistication of social intercourse.

Research Implications – Recent findings in neurobiology can be better related to one another in terms of how they contribute to the sensory order. Literary Darwinism, a school of literary theory, can also be understood more fully.

Originality/Value of Paper – Varied developments in modern neurobiology and cognitive psychology are shown to lead to spontaneously emergent institutional structures, such as behavioral regularities and rules of morality, which further enhance the survival benefits of inherited brain structure and the sensory order.

The purpose of this paper is to look at concerns about risk/abuse expressed spontaneously by people with dementia (PwD) and their carers in narratives describing their journeys with dementia.

A total of 35 narratives were elicited from PwD, carers of PwD and couples where one partner was living with dementia as part of a study on the impact of producing narratives on PwD and their carers. Participants were found to allude to risk/abuse, or specifically mention thoughts on risk and abuse in their narratives. A secondary analysis of the theme of risk/abuse is reported here.

Concerns about risk/exploitation were often expressed in the narratives, and covered a range of areas including driving, safety in the home, safety outdoors, falls, finances, risk to PwD from others, risk to others from PwD, potential or actual police incidents and neglect.

The narratives were elicited as part of another project and participants were not asked directly about risk; themes reported here were brought up spontaneously by participants.

In relation to dementia a wide range of risk/abuse issues is of concern to PwD and their carers, including driving and financial vulnerabilities. PwD and carers are prepared to talk about risk/abuse when given an opportunity. It is important to investigate and understand experiences and concerns about risk/abuse if they are to be addressed in health and social care practice.

The narratives offer unique insights into the concerns of PwD and family carers.

Green leafy vegetables (GLVs) are important components of a balanced diet especially in developing countries where the major requirements of micronutrients are met. However, GLVs also contain significant amounts of oxalate, nitrate and nitrites, whose role in the human diet is constantly changing. The current study explored the behavior of nitrate, nitrites and oxalate in lactic-fermented GLVs with an intention to develop functional foods based on them.

Selected strains of beneficial lactic acid bacteria were used for the controlled fermentation of GLV, while an identical portion was subjected to spontaneous fermentation. The nitrate and nitrites were monitored spectrophotometrically, while oxalate contents were quantified by both titrimetric and by high-performance liquid chromatography throughout the duration of fermentation.

More than 90 per cent of individual constituents studied remained intact in the GLVs paste after the six-day controlled fermentation period. However, there was significant difference between the controlled and spontaneously fermented samples in terms of oxalate, nitrate and nitrite contents.

Controlled lactic fermentation although superior in all other aspects may not be able to lower the anti-nutrients present. The advantages of spontaneous fermentation vis-à-vis controlled fermentation are discussed. The work will bring out the importance of the beneficial effects of GLVs and the effect of lactic fermentation.

The work was aimed at preparation of green tapes based on a new material Bi_2/3CuTa₄O₁₂, to achieve spontaneously formation of an internal barrier layer capacitor (IBLC), fabrication of multilayer elements using low temperature cofired ceramics (LTCC) technology and their characterization.

The study focused on tape casting, lamination and co-sintering procedures and dielectric properties of Bi_2/3CuTa₄O₁₂ multilayer capacitors. Scanning electron microscopy (SEM) and energy dispersive spectroscopy (EDS) studies of the ceramic elements were performed. Impedance spectroscopy was used for characterization of dielectric properties in the frequency range of 0.1 Hz to −2 MHz and in the temperature range from −55 to 400°C. DC conductivity was investigated in the temperature range 20 to 740°C.

SEM observations revealed a good compatibility of the applied commercial Pt paste with the ceramic layers. The EDS microanalysis showed a higher content of oxygen at grain boundaries. The dominant dielectric response, which was recorded in the low frequency range and at temperatures above 0°C, was attributed to grain boundaries. The dielectric response at low temperatures and/or high frequencies was related to grains. The fabricated multilayer capacitors based on Bi_2/3CuTa₄O₁₂ exhibited a high specific capacitance.

A new material Bi_2/3CuTa₄O₁₂ was applied for preparation of green ceramic tapes and utilized for fabrication of multilayer ceramic capacitors using the LTCC technology. This material belongs to the group of high permittivity nonferroelectric compounds with a complex perovskite structure of CaCu₃Ti₄O₁₂, that causes the spontaneously formation of IBLCs.

This paper aims to investigate user health information seeking and sharing patterns and content in an online diabetes community and explore the similarities and differences in the ways and themes they expressed.

Multiple methods are applied to analyze the expressions and themes that users seek and share based on large-scale text data in an online diabetes community. First, a text classifier using deep learning method is performed based on the expression category this study developed. Second, statistical and social network analyses are used to measure the popularity and compare differences between expressions. Third, topic modeling, manual coding and similarity analysis are used to mining topics and thematic similarity between seeking and sharing threads.

There are four different ways users seek and share in online health communities (OHCs) including informational seeking, situational seeking, objective information sharing and experiential information sharing. The results indicate that threads with self-disclosure could receive more replies and attract more users to contribute. This study also examines the 10 topics that were discussed for information seeking and 14 topics for information sharing. They shared three discussion themes: self-management, medication and symptoms. Information about symptoms can be largely matched between seeking and sharing threads while there is less overlap in self-management and medication categories.

Being different from previous studies that mainly describe one type of health information behavior, this paper analyzes user health information seeking and sharing behaviors in OHCs and investigates whether there is a correspondence or discrepancy between expressions and information users spontaneously seek and share in OHCs.