Search results for: Marangoni effects

Authors: Xiaodong Gao, Pingchuan Dong, Qichao Gao

Abstract:

This work attempts to predict the deposition rate of asphaltene particles in blockage tube through CFD simulation. The Euler-Lagrange equation has been applied during the flow of crude oil and asphaltene particles. The net gravitational force, virtual mass, pressure gradient, Saffman lift, and drag forces are incorporated in the simulations process. Validation of CFD simulation results is compared to the benchmark experiments from the previous literature. Furthermore, the effects of blockage location, blockage length, and blockage thickness on deposition rate are also analyzed. The simulation results indicate that the maximum deposition rate of asphaltene occurs in the blocked tube section, and the greater the deposition thickness, the greater the deposition rate. Moreover, the deposition amount and maximum deposition rate along the length of the tube have the same trend. Results of this study are in the ability to better understand the deposition of asphaltene particles in production and help achieve to deal with the asphaltene challenges.

Keywords: Asphaltene deposition rate, blockage length, blockage thickness, blockage diameter, transient condition.

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Authors: M. Kamal M. Shah, Noorhifiantylaily Ahmad, O. Irma Wani, J. Sahari

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This paper presents the computationally mechanics analysis of energy absorption for cylindrical and square thin wall tubed structure by using ABAQUS/explicit. The crashworthiness behavior of AISI 1020 mild steel thin-walled tube under axial loading has been studied. The influence effects of different model’s cross-section, as well as model length on the crashworthiness behavior of thin-walled tube, are investigated. The model was placed on loading platform under axial loading with impact velocity of 5 m/s to obtain the deformation results of each model under quasi-static loading. The results showed that model undergoes different deformation mode exhibits different energy absorption performance.

Keywords: Axial loading, energy absorption performance, computational mechanics, crashworthiness behavior, deformation mode, thin-walled tubes.

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Authors: Azizollah Khormali, Seyyed Shahab Tabatabaee Moradi, Dmitry Petrakov

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One of the most important parameters in petroleum reservoirs is the pressure distribution along the reservoir, as the pressure varies with the time and location. A popular method to determine the pressure distribution in a reservoir in the unsteady state regime of flow is applying Darcy’s equation and solving this equation numerically. The numerical simulation of reservoirs is based on these numerical solutions of different partial differential equations (PDEs) representing the multiphase flow of fluids. Pressure profile has obtained in a one dimensional system solving Darcy’s equation explicitly. Changes of pressure profile in three situations are investigated in this work. These situations include section length changes, step time changes and time approach to infinity. The effects of these changes in pressure profile are shown and discussed in the paper.

Keywords: Explicit solution, Numerical simulation, Petroleum reservoir, Pressure distribution.

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Authors: Wang Qian, Bian Cheng Xiang

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In recent years, with the improvement of China's urbanization level, the number of urban motor vehicles has grown rapidly. As residents' daily commuting necessities, cars cause a lot of exhaust emissions and urban traffic congestion. In the "Fourteenth Five Year Plan" of China, it is proposed to strive to reach the peak of carbon dioxide emissions by 2030 and achieve carbon neutrality by 2060. Urban transport accounts for a high proportion of carbon emission sources. It is an important driving force for the realization of China's carbon peak strategy. Some cities have introduced and implemented the policy of "car restriction" to solve the related urban problems by reducing the use of cars. This paper analyzes the implementation of the "automobile restriction" policy, evaluates the relevant effects of the automobile restriction policy, and discusses how to better optimize the "automobile restriction" policy in the process of urban governance.

Keywords: Carbon emission, traffic jam, vehicle restriction, policy evaluation.

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Authors: Ahmed A. Hussain, Abbas A. Mohammed, Heba. H. Ibrahim, Amir H. Abbas

Abstract:

In this study the extracts of the Iraqi herb Tribulus terrestris (Al-Hassage or Al-Kutub) was done by using of polar and non polar solvents, then the biological activity of these extractants was studied in three fields, First, the antibacterial activity (in vitro) on gram positive bacteria (Staphylococcus aureus), and gram negative bacteria (E. coli, Proteus vulgaris, Pseudomonas aerugiuosa, and Klebsiella), all extracts showed considerable activity against all bacteria. Second, the effect of extracts on free serum testosterone level in male mice (in vivo), the alcoholic, and acetonitrilic extracts showed significant (P < 0.05) increase in free serum testosterone level, and we found that the extracts contained compounds with less genotoxic effects in mice germ cells. 3rd, was to study the effect of methanolic extract of T. terrestris in diabetes management.

Keywords: Genotoxic, germ cells, tribulus terrestris, testosterone.

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Authors: Munther I. Kandah, Fahmi A. Abu Al-Rub, Lucy Bawarish, Mira Bawarish, Hiba Al-Tamimi, Reem Khalil, Raja'a Sa, ada

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In this project cadmium ions were adsorbed from aqueous solutions onto either date pits; a cheap agricultural and nontoxic material, or chemically activated carbon prepared from date pits using phosphoric acid. A series of experiments were conducted in a batch adsorption technique to assess the feasibility of using the prepared adsorbents. The effects of the process variables such as initial cadmium ions concentration, contact time, solution pH and adsorbent dose on the adsorption capacity of both adsorbents were studied. The experimental data were tested using different isotherm models such as Langmuir, Freundlich, Tempkin and Dubinin- Radushkevich. The results showed that although the equilibrium data could be described by all models used, Langmuir model gave slightly better results when using activated carbon while Freundlich model, gave better results with date pits.

Keywords: Adsorption, Cadmium, Chemical Activation, DatePits.

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Authors: T. Balogh, L. G. Vigh

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Seismic design may require non-conventional concept, due to the fact that the stiffness and layout of the structure have a great effect on the overall structural behaviour, on the seismic load intensity as well as on the internal force distribution. To find an economical and optimal structural configuration the key issue is the optimal design of the lateral load resisting system. This paper focuses on the optimal design of regular, concentric braced frame (CBF) multi-storey steel building structures. The optimal configurations are determined by a numerical method using genetic algorithm approach, developed by the authors. Aim is to find structural configurations with minimum structural cost. The design constraints of objective function are assigned in accordance with Eurocode 3 and Eurocode 8 guidelines. In this paper the results are presented for various building geometries, different seismic intensities, and levels of energy dissipation.

Keywords: Dissipative Structures, Genetic Algorithm, Seismic Effects, Structural Optimization.

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Authors: Paras Ram, Vikas Kumar

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An attempt has been made to study the effect of rotation on incompressible, electrically non-conducting ferrofluid in porous medium on Axi-symmetric steady flow over a rotating disk excluding thermal effects. Here, we solved the boundary layer equations with boundary conditions using Neuringer-Rosensweig model considering the z-axis as the axis of rotation. The non linear boundary layer equations involved in the problem are transformed to the non linear coupled ordinary differential equations by Karman's transformation and solved by power series approximations. Besides numerically calculating the velocity components and pressure for different values of porosity parameter with the variation of Karman's parameter we have also calculated the displacement thickness of boundary layer, the total volume flowing outward the z-axis and angle between wall and ferrofluid. The results for all above variables are obtained numerically and discussed graphically.

Keywords: Ferrofluid, magnetic field porous medium, rotating disk.

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Authors: Wipada Chiawchan

Abstract:

This study found that most corporate personnel are using social media to communicate with colleagues to make the process of working more efficient. Complete satisfaction occurred on the use of security within the University’s computer network. The social network usage for communication, collaboration, entertainment and demonstrating concerns accounted for fifty percent of variance to predict interpersonal relationships of corporate personnel. This evaluation on the effectiveness of social networking involved 213 corporate personnel’s. The data was collected by questionnaires. This data was analyzed by using percentage, mean, and standard deviation. The results from the analysis and the effectiveness of using online social networks were derived from the attitude of private users and safety data within the security system. The results showed that the effectiveness on the use of an online social network for corporate personnel of Suan Sunandha Rajabhat University was specifically at a good level, and the overall effects of each aspect was (Ẋ=3.11).

Keywords: Behaviors, Social Media, Social Network.

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Authors: G. Kim, R. Sterkenburg

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One of the disadvantages of honeycomb sandwich structure is that they are prone to fluid intrusion. The purpose of this study is to determine if the structural properties of honeycomb core are affected by contact with a fluid. The test specimens were manufactured of fiberglass prepreg for the facesheets and Nomex^® honeycomb core for the core material in accordance with ASTM C-365/365M. Test specimens were soaked in several different kinds of fluids, such as aircraft fuel, turbine engine oil, hydraulic fluid, and water for a period of 60 days. A flatwise compressive test was performed, and the test results were analyzed to determine how the contact with aircraft fluids affected the compressive strength of the Nomex^® honeycomb core and how the strength was recovered when the specimens were dry. In addition, the investigation of de-bonding between facesheet and core material after soaking were performed to support the study.

Keywords: Debonding, environmental degradation, honeycomb sandwich structure.

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Authors: A. J. Nazari, S. Honma

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This paper evaluates oil displacement by water in Hauterivian sandstone reservoir of Kashkari oil field in North of Afghanistan. The core samples of this oil field were taken out from well No-21^st, and the relative permeability and fractional flow are analyzed. Steady state flow laboratory experiments are performed to empirically obtain the fractional flow curves and relative permeability in different water saturation ratio. The relative permeability represents the simultaneous flow behavior in the reservoir. The fractional flow approach describes the individual phases as fractional of the total flow. The fractional flow curve interprets oil displacement by water, and from the tangent of fractional flow curve can find out the average saturation behind the water front flow saturation. Therefore, relative permeability and fractional flow curves are suitable for describing the displacement of oil by water in a petroleum reservoir. The effects of irreducible water saturation, residual oil saturation on the displaceable amount of oil are investigated through Buckley-Leveret analysis.

Keywords: Fractional flow, oil displacement, relative permeability, simultaneously flow.

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Authors: Yu-Mi Song, Sung-Ah Kim, Dongyoun Shin

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Cities are complex systems of diverse and inter-tangled activities. These activities and their complex interrelationships create diverse urban phenomena. And such urban phenomena have considerable influences on the lives of citizens. This research aimed to develop a method to reveal the causes and effects among diverse urban elements in order to enable better understanding of urban activities and, therefrom, to make better urban planning strategies. Specifically, this study was conducted to solve a data-recommendation problem found on a Korean public data homepage. First, a correlation analysis was conducted to find the correlations among random urban data. Then, based on the results of that correlation analysis, the weighted data network of each urban data was provided to people. It is expected that the weights of urban data thereby obtained will provide us with insights into cities and show us how diverse urban activities influence each other and induce feedback.

Keywords: Big data, correlation analysis, data recommendation system, urban data network.

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Authors: Nermin Sökmen

Abstract:

An effort estimation model is needed for softwareintensive projects that consist of hardware, embedded software or some combination of the two, as well as high level software solutions. This paper first focuses on functional decomposition techniques to measure functional complexity of a computer system and investigates its impact on system development effort. Later, it examines effects of technical difficulty and design team capability factors in order to construct the best effort estimation model. With using traditional regression analysis technique, the study develops a system development effort estimation model which takes functional complexity, technical difficulty and design team capability factors as input parameters. Finally, the assumptions of the model are tested.

Keywords: Functional complexity, functional decomposition, development effort, technical difficulty, design team capability, regression analysis.

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Authors: D. P. Rahardja, A. L. Toleng, M. Yusuf

Abstract:

The objective of this study was to investigate the lifelong effect of in utero nutrition fed at different stages of pregnancy in Bali cows (n = 40): (U1) without in utero nutrition (0 – parturition, negative control); (U2) 0 – 90 d of gestation; (U3) 90 - 180 d of gestation; (U4) 180 d – parturition; and (U5) in utero nutrition along gestation period (0 d to parturition – positive control) on the growth performance of the offspring to weaning age. The results indicated that effect of maternal nutrition on male and female offspring were particularly indicated by the growth performance of both the male and female offspring from birth to weaning.

Keywords: Bali cows, birth weight, maternal nutrition, preweaning daily gain, weaning weight.

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Authors: A. A. Jafari, A. M. Khoshnood, J. Roshanian

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Attitude control of aerospace system with liquid containers may face to a problem associate with fuel sloshing. The sloshing phenomena can degrade the stability of control system and in the worst case, interaction between the attitude control system and fuel vibration leading to resonance. In this paper, a full process of nonlinear dynamic modeling of an aerospace launch vehicle with fuel sloshing is given. Then, a new control system based on model reference adaptive filter is proposed and its algorithm is extracted. This controller implemented on the main attitude control system. Finally, numerical simulation of nonlinear model and control system is carried out to examine the performance of the new controller. Results of simulations show that the inconvenient effects of the fuel sloshing by augmenting this control system are reduced and attitude control system performs, satisfactorily.

Keywords: nonlinear dynamic modeling, fuel sloshing, vibration control, model reference, adaptive filter

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Authors: KyungBae Pi, KiBeom Lee, Yongil Kim, Eun-Jung Lee

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Abnormal adipocyte growth, in terms of increased cell numbers and increased cell differentiation, is considered to be a major pathological feature of obesity. Thus, the inhibition of preadipocyte mitogenesis and differentiation could help prevent and suppress obesity. The aim of this study was to assess whether extracts from Weissella koreensis 521 cells isolated from kimchi could exert anti-adipogenic effects in 3T3-L1 cells (fat cells). Differentiating 3T3-L1 cells were treated with W. koreensis 521 cell extracts (W. koreensis 521_CE), and cell viability was assessed by MTT assays. At concentrations below 0.2 mg/ml, W. koreensis 521_CE did not exert any cytotoxic effect in 3T3-L1 cells. However, treatment with W. koreensis 521_CE significantly inhibited adipocyte differentiation, as assessed by morphological analysis and Oil Red O staining of fat. W. koreensis 521_CE treatment (0.2 mg/ml) also reduced lipid accumulation by 24% in fully differentiated 3T3-L1 adipocytes. These findings collectively indicate that Weissella koreensis 521 may help prevent obesity.

Keywords: Weissella koreensis 521, 3T3-L1 cells, adipocyte differentiation, obesity.

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Authors: Mahmoud Miri, Morteza Naghipour, Amir Kashiryfar

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The unanticipated destruct of more of the steel moment frames in Northridge earthquake, altered class of regard to the beamto- column connections in moment frames. Panel zone is one the significant part of joints which, it-s stiffness and rigidity has an important effect on the behavior and ductility of the frame. Specifically that behavior of panel zone has a very significant effect on the special moment frames. In this paper , meanwhile the relations for modeling of panel zone in frames are expressed , special moment frames with different spans and stories were studied in the way of performance-based design. The frames designed in according with Iranian steel building code. The effect of panel zone is also considered and in the case of non-existence of performance level, by changing in intimacies and parameter of panel zone, performance level is considered.

Keywords: steel moment frame, panel zone, performance based design

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Authors: Ugur Karakaya, Hasan Bulent Kantarcı

Abstract:

In this study, firstly democratic thoughts which directly or indirectly affect economic development and/or the interaction between authoritarian regimes and the economic development and the direction and channels of this interaction were studied and then the study tried to determine how democracy affects economic development. It was concluded that the positive contributions of democracy to economic development were more determinant than the effects that were either negative or restrictive in terms of development. When compared to autocracy, since democracy is more successful in managing social conflicts, ensuring political stability and preventing social disasters such as famine, it contributes more to economic development. Democracy also facilitates delegation of authority, provides a stable investment environment and accelerates mobilization of resources in accordance with economic growth/development. Democracy leads to an increase in human capital accumulation and increases the growth rate through reducing income inequality. It can be said that democratic regimes are the most appropriate ones in terms of increasing economic performance and supporting economic development through their strong institutional structures and the assurance they will ensure in property rights.

Keywords: Autocratic Regime, Democracy, Economic Development, Economic Freedom.

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Authors: M. Amelsakhi, A. Sohrabi-Bidar, A. Shareghi

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One of the most important issues about the structural damages caused by earthquake is the evaluating of the spectral response of the site on which the construction is built. This fact has demonstrated during many earlier earthquakes and many researchers’ reports have concerned with it. According to these reports, features of the site materials and geometry of the ground surface are considered the main factors. This study concentrates on the specific form of topographies like hills. Assessing of spectral responses of different points on the hills and beside demonstrates considerable differences between 1D and 2D methods of geotechnical analyses. A general trend of amplifications on the top of the hills and de-amplifications near the toe of the hills has been appeared within the acceleration, velocity and displacement response spectrums of horizontal motion. Evaluating of spectral responses of different sizes of the hills revealed that as much as the hill-size enlarges differences between spectral responses of 1D and 2D analyses transfers to longer range of periods and becomes wider.

Keywords: Topography effect, Amplification ratio, Response spectrum.

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Authors: R. Ziaie Moayed , S. Tamassoki , E. Izadi

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Investigation of sandy clay behavior is important since urban development demands mean that sandy clay areas are increasingly encountered, especially for transportation infrastructures. This paper presents the results of the finite element analysis of the direct shear test (under three vertical loading 44, 96 and 192 kPa) and discusses the effects of different parameters such as cohesion, friction angle and Young's modulus on the shear strength of sandy clay. The numerical model was calibrated against the experimental results of large-scale direct shear tests. The results have shown that the shear strength was increased with increase in friction angle and cohesion. However, the shear strength was not influenced by raising the friction angle at normal stress of 44 kPa. Also, the effect of different young's modulus factors on stress-strain curve was investigated.

Keywords: Shear strength, Finite element analysis, Large direct shear test, Sandy clay.

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Authors: R. A. Temah, L. A. Nkengla-Asi

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Planning for future disasters sets the stage for a variety of activities that may trigger multiple recurring operations and expose the community to opportunities to minimize risks. Local communities are increasingly embracing the necessity for planning based on local risks, but are also significantly challenged to effectively plan and response to disasters. This research examines basic risk-based disaster planning model and compares it with advanced risk-based planning that introduces the identification and alignment of varieties of local capabilities within and out of the local community that can be pivotal to facilitate the management of local risks and cascading effects prior to a disaster. A critical review shows that the identification and alignment of capabilities can potentially enhance risk-based disaster planning. A tailored holistic approach to risk based disaster planning is pivotal to enhance collective action and a reduction in disaster collective cost.

Keywords: Capabilities, disaster planning, hazards, local community, risk-based.

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Authors: Weicai Yang, Xianfeng Dong, Dapeng Zeng, Bo Lin, Jun Tang

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Low oxygen content vanadium powder was prepared by hydrogenation dehydrogenization (HDH). The effect of purification treatment on hydrogen absorption kinetics of dendritic vanadium was tested, and the effects of milling technique on powder yield and grain size were studied. The crystal phase, oxygen and nitrgen content, and grain size of prepared powder were characterized and analyzed by X-ray diffraction (XRD), oxygen and nitrogen analyzer and grain size analyzer. The results show that the alkaline cleaning can improve the hydrogen absorption of vanadium. The yield of vanadium hydride powder can reach as high as 90% by 4h ball-milling, The resultant product also have an oxygen content less than 600μg/g, and the grain size is smaller than 37μm. Meanwhile, the XRD results show that the phase of hydride vanadium powder is mainly VH0.81. After a hydrogen desorption treatment in vacuum at 700Ôäâ, the phase of the powder converts into V and a little of V2H.

Keywords: V-5Cr-5Ti alloy, HDH, microstructures, mechanical properties.

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Authors: Shang-Han Tsai, Yong-Hong Lin, Chung-Ruey Yen

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Waxapple (Syzygium samarngense Merr.et Perry) is an important tropical fruit in Taiwan. The famous producing area is located on the coast in Pingtung County. Land subsidence and climate change will tend to soil alkalization more seriously. This study was to evaluate the effects of NaCl in waxapple seedlings. NaCl salinity reduced waxapple shoot growth; it may due to reducing relative water content in leaf and new shoot. Leaf Cl and Na concentration were increased but K, Ca, and Mg content had no significant difference after irrigated with NaCl for six weeks. In roots, Na and Cl content increase significantly with 90 mM NaCl treatment, but K, Ca, and Mg content was reduced. 30-90mM Nacl treatment do not effect K/Na, Ca/Na and Mg/Na ratio, but decrease significantly in 90mM treatment in roots. The leaf and root electrolyte leakage were significantly affected by 90 mM NaCl treatment. Suggesting 90mM was optimum concentration for sieve out other tolerance waxapples verities.

Keywords: Growth, NaCl stress, Nutrient, Waxapple.

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Authors: Gholamhosein Khosravi, Mohammad Azadi, Hamidreza Ghezavati

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In this paper, vibration of a nonlinear composite beam is analyzed and then an active controller is used to control the vibrations of the system. The beam is resting on a Winkler-Pasternak elastic foundation. The composite beam is reinforced by single walled carbon nanotubes. Using the rule of mixture, the material properties of functionally graded carbon nanotube-reinforced composites (FG-CNTRCs) are determined. The beam is cantilever and the free end of the beam is under follower force. Piezoelectric layers are attached to the both sides of the beam to control vibrations as sensors and actuators. The governing equations of the FG-CNTRC beam are derived based on Euler-Bernoulli beam theory Lagrange- Rayleigh-Ritz method. The simulation results are presented and the effects of some parameters on stability of the beam are analyzed.

Keywords: Carbon nanotubes, vibration control, piezoelectric layers, elastic foundation.

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Authors: Habtu Alemayehu, G. Radhakrishnamacharya

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The paper presents an analytical solution for dispersion of a solute in the peristaltic motion of a couple stress fluid through a porous medium with slip condition in the presence of both homogeneous and heterogeneous chemical reactions. The average effective dispersion coefficient has been found using Taylor-s limiting condition and long wavelength approximation. The effects of various relevant parameters on the average coefficient of dispersion have been studied. The average effective dispersion coefficient tends to increase with permeability parameter but tends to decrease with homogeneous chemical reaction rate parameter, couple stress parameter, slip parameter and heterogeneous reaction rate parameter.

Keywords: Dispersion, Peristalsis, Couple stress fluid, Porousmedium, Chemical reaction, Slip condition.

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Authors: A. Mojtaba Aghajani, B. Leila Shavakhi

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Energy intensity(energy consumption intensity) is a global index which computes the required energy for producing a specific value of goods and services in each country. It is computed in terms of initial energy supply or final energy consumption. In this study (research) Divisia method is used to decompose energy consumption and energy intensity. This method decomposes consumption and energy intensity to production effects, structural and net intensity and could be done as time series or two-periodical. This study analytically investigates consumption changes and energy intensity on economical sectors of Iran and more specific on road transportation(rail road and road).Our results show that the contribution of structural effect (change in economical activities combination) is very low and the effect of net energy consumption has the higher contribution in consumption changes and energy intensity. In other words, the high consumption of energy is due to Intensity of energy consumption and is not to structural effect of transportation sector.

Keywords: Divisia Method, Energy Intensity, Net IntensityEffect, Road Transportation , Structural Effect.

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Authors: S. Jedari Salami

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In this paper the effects of adding an extra layer within a sandwich panel and core- types in top and bottom cores on quasi- static loading are studied experimentally. The panel includes polymer composite laminated sheets for faces and the internal laminated sheet called extra layer sheet, and two types of crushable foams are selected as the core material. Quasi- static tests were done by ZWICK testing machine on fully backed specimens with two foam cores, Poly Urethane Rigid (PUR) and Poly Vinyl Chloride (PVC). It was found that the core material type has made significant role on improving the sandwich panel’s behavior compared with the effect of extra layer location.

Keywords: Multi-layer sandwich structures, Internal sheet, Crushable foam, Top core, Bottom core.

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Authors: Seyed Abolhasan Naeini, Mohammad Hossein Zade

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This article is an attempt to present a numerically study of the behaviour of an eccentrically loaded circular footing resting on sand to determine ‎its ultimate bearing capacity. A surface circular footing of diameter 12 cm (D) was used as ‎shallow foundation. For this purpose, three dimensional models consist of foundation, and medium sandy soil was modelled by ABAQUS software. Bearing capacity of footing was evaluated and the ‎effects of the load eccentricity on bearing capacity, its settlement, and modulus of subgrade reaction were studied. Three different values of load eccentricity with equal space from inside the core on the core boundary and outside the core boundary, which were respectively e=0.75, 1.5, and 2.25 cm, were considered. The results show that by increasing the load eccentricity, the ultimate load and the ‎modulus of subgrade reaction decreased.

Keywords: Circular foundation, eccentric loading, sand, modulus of subgrade reaction.

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Authors: Wang, Kuei-Ing, Jou-Fan Shih

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This study adopts deterrence theory as well as social identities as moderators, and explores their moderating affects on online toxic disinhibition. Survey and Experimental methodologies are applied to test the research model and four hypotheses are developed in this study. The controllability of identity positively influenced the behavior of toxic disinhibition both in experimental and control groups while the fluidity of the identity did not have significant influences on online disinhibition. Punishment certainty, punishment severity as well as social identity negatively moderated the relation between the controllability of the identity and the toxic disinhibition. The result of this study shows that internet users hide their real identities when they behave inappropriately on internet, but once they acknowledge that the inappropriate behavior will be found and punished severely, the inappropriate behavior then will be weakened.

Keywords: Seductive properties of Internet, Online Disinhibition, Punishment Certainty, Punishment Severity, Social Identity.

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Authors: Chin Tangtarntana

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The main purpose of this study was to investigate the effects of animation in offensive product advertising. Experiment was conducted to collect consumer responses toward animated and static ads of offensive and non-offensive products. The study was conducted by distributing questionnaires to the target respondents. According to statistics from Innovative Internet Research Center, Thailand, majority of internet users are 18 – 44 years old. The results revealed an interaction between ad design and offensive product. Specifically, when used in offensive product advertisements, animated ads were not effective for consumer attention, but yielded positive response in terms of attitude toward product. The findings support that information processing model is accurate in predicting consumer cognitive response toward cartoon ads, whereas U&G, arousal, and distinctive theory is more accurate in predicting consumer affective response. In practical, these findings can also be used to guide ad designers and marketers that are suitable for offensive products.

Keywords: Animation, banner ad design, consumer responses, offensive product advertising, stock exchange of Thailand.

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