Search results for: selfish behaviors.

Authors: M’hamed Outanoute, Mohamed Baslam, Belaid Bouikhalene

Abstract:

The customers use the best compromise criterion between price and quality of service (QoS) to select or change their Service Provider (SP). The SPs share the same market and are competing to attract more customers to gain more profit. Due to the divergence of SPs interests, we believe that this situation is a non-cooperative game of price and QoS. The game converges to an equilibrium position known Nash Equilibrium (NE). In this work, we formulate a game theoretic framework for the dynamical behaviors of SPs. We use Genetic Algorithms (GAs) to find the price and QoS strategies that maximize the profit for each SP and illustrate the corresponding strategy in NE. In order to quantify how this NE point is performant, we perform a detailed analysis of the price of anarchy induced by the NE solution. Finally, we provide an extensive numerical study to point out the importance of considering price and QoS as a joint decision parameter.

Keywords: Pricing, QoS, Market share game, Genetic algorithms, Nash equilibrium, Learning, Price of anarchy.

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Authors: Rongguo Yan, Guozheng Yan, Banghua Yang

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The colonic tissue is a complicated dynamic system and the colonic activities it generates are composed of irregular segmental waves, which are referred to as erratic fluctuations or spikes. They are also highly irregular with subunit fractal structure. The traditional time-frequency domain statistics like the averaged amplitude, the motility index and the power spectrum, etc. are insufficient to describe such fluctuations. Thus the fractal box-counting dimension is proposed and the fractal scaling behaviors of the human colonic pressure activities under the physiological conditions are studied. It is shown that the dimension of the resting activity is smaller than that of the normal one, whereas the clipped version, which corresponds to the activity of the constipation patient, shows with higher fractal dimension. It may indicate a practical application to assess the colonic motility, which is often indicated by the colonic pressure activity.

Keywords: Colonic pressure activity, erratic fluctuations, fractal dimension and spikes.

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Authors: Byron Malaela Sotiata Seiuli

Abstract:

Sexual violation is any form of sexual violence, including rape, child molestation, incest, and similar forms of non-consensual sexual contact. Much of these acts of violation are perpetuated, but not entirely, by men against women and children. Moetolo is a Samoan term that is used to describe a person who sexually violates another while they or their family are asleep. This paper presents and discusses sexual abuse from a Samoan viewpoint. Insights are drawn from the authors’ counseling engagement with a Samoan sex offender as part of his probation review process. Relevant literature is also engaged to inform and provide interpretation to the therapeutic work carried out. This article seeks to contribute new understanding to patterned responses of some Samoan people to sexual abuse behaviors, and steps to remedy arising concerns with perpetrators seeking reintegration back into their communities.

Keywords: Fa’asamoa, Samoan cultural identity, sexual abuse and recovery, Uputāua therapeutic approach.

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Authors: Rana M. Zeina, Laila Al-Ayadhi, Shahid Bashir

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Autism Spectrum Disorders (ASDs) are characterized by abnormalities in social interaction and communication, as well as repetitive and stereotyped behaviors. Although various studies have been conducted in ASDs etiology across the world, it seems that they are still unknown in Middle East. Some scientific researches have been conducted on ASDs in Middle East (ME) especially in Kingdom of Saudi Arabia (KSA). A systematic literature review was performed to identify the ASDs studies in KSA. Accordingly, PubMed, ISI web of Science and Google were searched to find KSA and ME studies in ASDs. The main focus of this review work is to outline an improved understanding of the underpinnings of ASD in order to achieve therapeutic interventions and we will discuss the main problem we waiting for solution with reference with role of Transcranial Magnetic Stimulation (TMS) to modulate cortical activity improve understanding ASD.

Keywords: Autism, Neurodevelopmental disorder

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Authors: Yang Jiang, Zhuchao Yu, Zhu Wang, Xueying Hong

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Reference point effects of top managers exerts an influence on managerial decision-making behaviors. We introduces the main idea of developing the decision behavior testing system designed for top manager in team task circumstance. According to the theory of the reference point effect, study of testing experiments in the reference point effect is carried out. Under managerial decision-making simulation environment, a platform is designed for testing reference point effect. The system uses the outcome of the value of the reference point to report the characteristics of the decision behavior of top managers.

Keywords: reference point effect, decision-making behavior, top manager, managerial decision-making simulation environment.

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Authors: YuLung Wu, YuTien Wu, ShuMey Yu

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Game-based learning can enhance the learning motivation of students and provide a means for them to learn through playing games. This study used augmented reality technology to develop an interactive card game as a game-based teaching aid for delivering elementary school science course content with the aim of enhancing student learning processes and outcomes. Through playing the proposed card game, students can familiarize themselves with appearance, features, and foraging behaviors of insects. The system records the actions of students, enabling teachers to determine their students’ learning progress. In this study, 37 students participated in an assessment experiment and provided feedback through questionnaires. Their responses indicated that they were significantly more motivated to learn after playing the game, and their feedback was mostly positive.

Keywords: Game-based learning, learning motivation, teaching aid, augmented reality.

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Authors: Ameneh Zare, Shahin Nematzadeh, Shahla Raghibdoust, Iran Kalbassi

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Autism spectrum disorder is characterized by abnormalities in social communication, language abilities and repetitive behaviors. The present study focused on some grammatical deficits in autistic children. We evaluated the impairment of correct use of different Persian verb tenses in autistic children-s speech. Two standardized Language Test were administered then gathered data were analyzed. The main result of this study was significant difference between the mean scores of correct responses to present tense in comparison with past tense in Persian language. This study demonstrated that tense is severely impaired in autistic children-s speech. Our findings indicated those autistic children-s production of simple present/ past tense opposition to be better than production of future and past periphrastic forms (past perfect, present perfect, past progressive).

Keywords: Autism, Past, Persian Language, Present, Tense

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Authors: Daniella R. Mulinari, Araujo J. F. Marina, Gabriella S. Lopes

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Natural fibers are used in polymer composites to improve mechanical properties to replace inorganic reinforcing agents produced by non-renewable resources. The present study investigates the tensile and flexural behaviors of palm fibers-high density polyethylene (HDPE) composite as a function of volume fraction. The surface of the fibers was treated by mercerization treatments to improve the wetting behavior of the apolar HDPE. The treatment characterization was obtained by scanning electron microscopy, X-Ray diffraction and infrared spectroscopy. Results evidences that a good adhesion interfacial between fibers-matrix caused an increase strength and modulus flexural as well as tensile strength in the modified fibers/HDPE composites when compared to the pure HDPE and untreated fibers reinforced composites.

Keywords: Mechanical properties, palm fibers, polymer composites, surface treatment.

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Authors: Christine K. Fulmer

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Social work education is competency based in nature. There is an expectation that graduates of social work programs throughout the world are to be prepared to practice at a level of competence, which is beneficial to both the well-being of individuals and community. Experiential learning is one way to prepare students for competent practice. The use of Problem-Based Learning (PBL) is a form experiential education that has been successful in a number of disciplines to bridge the gap between the theoretical concepts in the classroom to the real world. PBL aligns with the constructivist theoretical approach to learning, which emphasizes the integration of new knowledge with the beliefs students already hold. In addition, the basic tenants of PBL correspond well with the practice behaviors associated with social work practice including multi-disciplinary collaboration and critical thinking. This paper makes an argument for utilizing PBL in social work education.

Keywords: Constructivist theoretical approach, experiential learning, pedagogy, problem-based learning, social work education.

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Authors: Kyoung Hoon Kim

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Gas turbine systems with wet compression have a potential for future power generation, since they can offer a high efficiency and a high specific power with a relatively low cost. In this study influence of ambient condition on the performance of the wet compression process is investigated with a non-equilibrium analytical modeling based on droplet evaporation. Transient behaviors of droplet diameter and temperature of mixed air are investigated for various ambient temperatures. Special attention is paid for the effects of ambient temperature, pressure ratio, and water injection ratios on the important wet compression variables including compressor outlet temperature and compression work. Parametric studies show that downing of the ambient temperature leads to lower compressor outlet temperature and consequently lower consumption of compression work even in wet compression processes.

Keywords: water injection, droplet evaporation, wet compression, gas turbine, ambient condition

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Authors: Nareelux Suwannobol, Plernpit Promrak, Kiattisak Batsungnoen

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The aim of this study was to investigate the environmental conservation behavior of the Applied Health Science students of Suranaree University of Technology, a green and clean university. The sample group was 184 Applied Health Science students (medical, nursing, and public health). A questionnaire was used to collect information. The result of the study found that the students had more negative than positive behaviors towards energy, water, and forest conservation. This result can be used as basic information for designing long-term behavior modification activities or research projects on environmental conservation. Thus Applied Health Science students will be encouraged to be conscious and also be a good example of environmental conservation behavior.

Keywords: Energy conservation behavior, Water conservationbehavior, Forest conservation behavior, Green and clean University.

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Authors: Sadia Afroza, Rakiba Rouf

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Road safety and associated behaviors have received significant attention in recent years, reflecting general public concern. This paper portrays a statistical scenario of the young drivers in UAE with emphasis on various concern points of young driver’s behavior and license issuance. Although there are many factors contributing to road accidents, statistically it is evident that age plays a major role in road accidents. Despite ensuring strict road safety laws enforced by the UAE government, there is a staggering correlation among road accidents and young driver’s at UAE. However, private organizations like BMW and RoadSafetyUAE have extended its support on conducting surveys on driver’s behavior with an aim to ensure road safety. Various strategies such as road safety law enforcement, license issuance, adapting new technologies like safety cameras and raising awareness can be implemented to improve the road safety concerns among young drivers.

Keywords: Driving behavior, GLDS, road safety, UAE drivers, young drivers.

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Authors: Waralak Vongdoiwang Siricharoen, Nattanun Siricharoen

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The objectives of this study are to determine the role of media that influence the values, attitudes and behaviors of Thai youths. Analytical qualitative research techniques were used for this purpose. Data collection based techniques was used which were individual interviews and focus group discussions with journalists, sample of high school and university students, and parents. The results show that “Social Media" is still the most popular media for Thai youths. It is also still in the hands of the marketing business and it can motivate Thai youths to do so many things. The main reasons of media exposure are to find quality information that they want quickly, get satisfaction and can use social media to get more exciting and to build communities. They believe that the need for media and information literacy skills is defined as making judgments, personal integrity, training of family and the behavior of close friends.

Keywords: Media and Information Literacy, Making Judgments, Personal integrity, Behavior of close friends

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Authors: Ümit Morsünbül

Abstract:

Attachment theory focuses on the bond that develops between child and caretaker and the consequences that this bond has on the childs future relationships. Adolescents attempt to define their identity by experiencing various risky behaviors. The first aim of the study was whether risk taking behavior differs according to attachment styles. The second was to examine risk taking behavior differences according to gender. The third aim of this study was to examine attachment X gender interaction effect for risk taking behavior. And final was to investigate attachment styles differences according to gender. Data were collected from 218 participants (114 female and 104 male) who are university students. The results of this study showed that attachment styles differentiated by risk taking behavior and males had higher risk taking score than females. It was also found out that there was significant attachment X gender interaction effect for risk taking behavior. And finally, the results showed that attachment styles differentiated according to gender.KeywordsAttachment style, risk taking

Keywords: Attachment style, risk taking

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Authors: Puntani Pongsumpun, I-Ming Tang

Abstract:

The incidences of dengue hemorrhagic disease (DHF) over the long term exhibit a seasonal behavior. It has been hypothesized that these behaviors are due to the seasonal climate changes which in turn induce a seasonal variation in the incubation period of the virus while it is developing the mosquito. The standard dynamic analysis is applied for analysis the Susceptible-Exposed- Infectious-Recovered (SEIR) model which includes an annual variation in the length of the extrinsic incubation period (EIP). The presence of both asymptomatic and symptomatic infections is allowed in the present model. We found that dynamic behavior of the endemic state changes as the influence of the seasonal variation of the EIP becomes stronger. As the influence is further increased, the trajectory exhibits sustained oscillations when it leaves the chaotic region.

Keywords: Chaotic behavior, dengue hemorrhagic fever, extrinsic incubation period, SEIR model.

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Authors: Cristina Sá, Carlos Gomes, António Martins

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The reasons that explain different behaviors towards tax obligations in similar countries are not completely understood yet. The main purpose of this paper is to identify and compare the factors that influence tax morale levels in Portugal and Spain. We use data from European Values Study (EVS). Using a sample of 2,652 individuals, a factor analysis was used to extract the underlying dimensions of tax morale of Portuguese and Spanish taxpayers. Based on a factor analysis, the results of this paper show that sociological and behavioral factors, psychological factors and political factors are important for a good understanding of taxpayers’ behavior in Iberian Peninsula. This paper added value relies on the analyses of a wide range of variables and on the comparison between Portugal and Spain. Our conclusions provided insights that tax authorities and politicians can use to better focus their strategies and actions in order to increase compliance, reduce tax evasion, fight underground economy and increase country´s competitiveness.

Keywords: Compliance, tax morale, Portugal, Spain.

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Authors: Pinfa Boonrong, Boonserm Kaewkamnerdpong

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As nanotechnology advances, the use of nanotechnology for medical purposes in the field of nanomedicine seems more promising; the rise of nanorobots for medical diagnostics and treatments could be arriving in the near future. This study proposes a swarm intelligence based control mechanism for swarm nanorobots that operate as artificial platelets to search for wounds. The canonical particle swarm optimization algorithm is employed in this study. A simulation in the circulatory system is constructed and used for demonstrating the movement of nanorobots with essential characteristics to examine the performance of proposed control mechanism. The effects of three nanorobot capabilities including their perception range, maximum velocity and respond time are investigated. The results show that canonical particle swarm optimization can be used to control the early version nanorobots with simple behaviors and actions.

Keywords: Artificial platelets, canonical particle swarm optimization, nanomedicine, nanorobot, swarm intelligence.

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Authors: K. M. Yuen

Abstract:

This research examined the literature review of wedding preparation’s challenges and its developmental tasks of family transition under family life cycle. Five interviewees were invited to share their experiences on the differences with their parents in regard to wedding preparations and coping strategies. Some coping strategies and processes were highlighted for facilitating the family to achieve the developmental tasks during the wedding preparation. However, those coping strategies and processes may only act as the step and the behavior, while “concern towards parents” was found to be the essential element behind these behaviors. In addition to pre-marital counseling, a developmental group was suggested to develop under the framework of family life cycle and its related coping strategies on working with the newlyweds who encountered intergenerational differences in regard to their wedding preparations.

Keywords: Coping strategies, difference, family life cycle, developmental tasks, wedding preparation.

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Authors: Ahmad. A. Kardan, Amir Narimani, Foozhan Ataiefard

Abstract:

Recommender Systems have been developed to provide contents and services compatible to users based on their behaviors and interests. Due to information overload in online discussion forums and users diverse interests, recommending relative topics and threads is considered to be helpful for improving the ease of forum usage. In order to lead learners to find relevant information in educational forums, recommendations are even more needed. We present a hybrid thread recommender system for MOOC forums by applying social network analysis and association rule mining techniques. Initial results indicate that the proposed recommender system performs comparatively well with regard to limited available data from users' previous posts in the forum.

Keywords: Association rule mining, hybrid recommender system, massive open online courses, MOOCs, social network analysis.

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Authors: N. Thongjub, B. Puangkird, V. Ngamaramvaranggul

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The numerical simulation of the slip effect via vicoelastic fluid for 4:1 contraction problem is investigated with regard to kinematic behaviors of streamlines and stress tensor by models of the Navier-Stokes and Oldroyd-B equations. Twodimensional spatial reference system of incompressible creeping flow with and without slip velocity is determined and the finite element method of a semi-implicit Taylor-Galerkin pressure-correction is applied to compute the problem of this Cartesian coordinate system including the schemes of velocity gradient recovery method and the streamline-Upwind / Petrov-Galerkin procedure. The slip effect at channel wall is added to calculate after each time step in order to intend the alteration of flow path. The result of stress values and the vortices are reduced by the optimum slip coefficient of 0.1 with near the outcome of analytical solution.

Keywords: Slip effect, Oldroyd-B fluid, slip coefficient, time stepping method.

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Authors: Madjid Meriem-Benziane, Hamou Zahloul

Abstract:

The rheological properties of light crude oil and its mixture with water were investigated experimentally. These rheological properties include steady flow behavior, yield stress, transient flow behavior, and viscoelastic behavior. A RheoStress RS600 rheometer was employed in all of the rheological examination tests. The light crude oil exhibits a Newtonian and for emulsion exhibits a non-Newtonian shear thinning behavior over the examined shear rate range of 0.1–120 s-1. In first time, a series of samples of crude oil from the Algerian Sahara has been tested and the results expressed in terms of τ=f(γ) have demonstrated their Newtonian character for the temperature included in [20°C, 70°C]. In second time and at T=20°C, the oil-water emulsions (30%, 50% and 70%) by volume of water), thermodynamically stable, have demonstrated a non-Newtonian rheological behavior that is to say, Herschel-Bulkley and Bingham types. For each type of crude oil-water emulsion, the rheological parameters are calculated by numerical treatment of results.

Keywords: Crude oil Algerian, Emulsion, Newtonian, Non- Newtonian, viscosity.

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Authors: Cai-Wan Chang-Jian

Abstract:

This study presents a systematic analysis of the dynamic behaviors of a gear-bearing system with porous squeeze film damper (PSFD) under nonlinear suspension, nonlinear oil-film force and nonlinear gear meshing force effect. It can be found that the system exhibits very rich forms of sub-harmonic and even the chaotic vibrations. The bifurcation diagrams also reveal that greater values of permeability may not only improve non-periodic motions effectively, but also suppress dynamic amplitudes of the system. Therefore, porous effect plays an important role to improve dynamic stability of gear-bearing systems or other mechanical systems. The results presented in this study provide some useful insights into the design and development of a gear-bearing system for rotating machinery that operates in highly rotational speed and highly nonlinear regimes.

Keywords: Gear, PSFD, bifurcation, chaos.

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Authors: Jin-Wei Liang, Hung-Yi Chen, Lung Lin

Abstract:

In this paper feedforward controller is designed to eliminate nonlinear hysteresis behaviors of a piezoelectric stack actuator (PSA) driven system. The control design is based on inverse Prandtl-Ishlinskii (P-I) hysteresis model identified using particle swarm optimization (PSO) technique. Based on the identified P-I model, both the inverse P-I hysteresis model and feedforward controller can be determined. Experimental results obtained using the inverse P-I feedforward control are compared with their counterparts using hysteresis estimates obtained from the identified Bouc-Wen model. Effectiveness of the proposed feedforward control scheme is demonstrated. To improve control performance feedback compensation using traditional PID scheme is adopted to integrate with the feedforward controller. 

Keywords: The Bouc-Wen hysteresis model, Particle swarm optimization, Prandtl-Ishlinskii model.

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Authors: J. Maksimainen

Abstract:

The values of managers and employees in organizations are phenomena that have captured the interest of researchers at large. Despite this attention, there continues to be a lack of agreement on what values are and how they influence individuals, or how they are constituted in individuals- mind. In this article content-based approach is presented as alternative reference frame for exploring values. In content-based approach human thinking in different contexts is set at the focal point. Differences in valuations can be explained through the information contents of mental representations. In addition to the information contents, attention is devoted to those cognitive processes through which mental representations of values are constructed. Such informational contents are in decisive role for understanding human behavior. By applying content-based analysis to an examination of values as mental representations, it is possible to reach a deeper to the motivational foundation of behaviors, such as decision making in organizational procedures, through understanding the structure and meanings of specific values at play.

Keywords: Content-based Approach, Mental Content, Mental Representations, Organizational values, Values

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Authors: Jee-Sang Kim, Jong Ho Park

Abstract:

Geopolymer concretes are new class of construction materials that have emerged as an alternative to Ordinary Portland cement concrete. Considerable researches have been carried out on material development of geopolymer concrete; however, a few studies have been reported on the structural use of them. This paper presents the bond behaviors of reinforcement embedded in fly ash based geopolymer concrete. The development lengths of reinforcement for various compressive strengths of concrete, 20, 30 and 40 MPa, and reinforcement diameters, 10, 16 and 25 mm, are investigated. Total 27 specimens were manufactured and pull-out test according to EN 10080 was applied to measure bond strength and slips between concrete and reinforcements. The average bond strengths decreased from 23.06MPa to 17.26 MPa, as the diameters of reinforcements increased from 10mm to 25mm. The compressive strength levels of geopolymer concrete showed no significant influence on bond strengths in this study. Also, the bond-slip relations between geopolymer concrete and reinforcement are derived using non-linear regression analysis for various experimental conditions.

Keywords: Bond-slip relation, bond strength, geopolymer concrete, pull-out test.

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Authors: Gun Yung Go, Man Young Kim

Abstract:

Worldwide interests for the renewable energy are increasing due to environmental and climate changes from traditional petroleum related energy sources. To account for these social needs, ligneous biomass energy is considered as one of the environmentally friend energy solutions. The wood torrefaction process is a feasible method to improve the properties of the biomass fuel and makes the wood have low moisture, lower smoke emission and increased heating value. In this work, therefore, the moisture evaporation model which largely affects energy efficiency of ligneous biomass through moisture contents and heating value relative to its weight is studied with numerical modeling approach by analyzing the effects of torrefaction furnace temperature. The results show that the temperature and moisture fraction of wood decrease by increasing the furnace temperature. When the torrefaction temperature is lower than 423K, there were little changes of the moisture fraction in the wood. Also, it can be found that charcoal is produced more slowly when the torrefaction temperature is lower than 573K.

Keywords: Modeling, Torrefaction, Biomass, Moisture Fraction, Charcoal.

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Authors: Fuyan Sun, Guang Wang, Xueyuan Nie

Abstract:

In this study, a plasma electrolytic oxidation (PEO) process was used to form titanium-aluminum oxide coating on aluminized steel. The present work was mainly to study the effects of treatment time of PEO process on properties of the titanium coating. A potentiodynamic polarization corrosion test was employed to investigate the corrosion resistance of the coating. The friction coefficient and wear resistance of the coating were studied by using pin-on-disc test. The thermal transfer behaviors of uncoated and PEO-coated aluminized steels were also studied. It could be seen that treatment time of PEO process significantly influenced the properties of the titanium oxide coating. Samples with a longer treatment time had a better performance for corrosion and wear protection. This paper demonstrated different treatment time could alter the surface behavior of the coating material.

Keywords: Corrosion, plasma electrolytic oxidation, thermal property, titanium-aluminum oxide.

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Authors: Jing-Gang Xie

Abstract:

The research, in this case, considers the integration of the Quantum Field Theory and the General Relativity Theory. As two successful models in explaining behaviors of particles, they are incompatible since they work at different masses and scales of energy, with the evidence that regards the description of black holes and universe formation. It is so considering previous efforts in merging the two theories, including the likes of the String Theory, Quantum Gravity models, and others. In a bid to prove an actionable experiment, the paper’s approach starts with the derivations of the existing theories at present. It goes on to test the derivations by applying the same initial assumptions, coupled with several deviations. The resulting equations get similar results to those of classical Newton model, quantum mechanics, and general relativity as long as conditions are normal. However, outcomes are different when conditions are extreme, specifically with no breakdowns even for less than Schwarzschild radius, or at Planck length cases. Even so, it proves the possibilities of integrating the two theories.

Keywords: General relativity theory, particles, photons, quantum gravity model, gravitational frequency shift.

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Authors: Li Hong Chen, Wei Zhou, Chu Sing Lim, Eng Kiong Teo, Ngai Moh Law

Abstract:

Magnesium alloy has been widely investigated as biodegradable cardiovascular stent and bone implant. Its application for biodegradable esophageal stenting remains unexplored. This paper reports the biodegradation behaviors of AZ31 magnesium alloy in artificial saliva and various types of beverage in vitro. Results show that the magnesium ion release rate of AZ31 in artificial saliva for a stent (2cm diameter, 10cm length at 50% stent surface coverage) is 43 times lower than the daily allowance of human body magnesium intakes. The degradation rates of AZ31 in different beverages could also be significantly different. These results suggest that the esophagus in nature is a less aggressive chemical environment for degradation of magnesium alloys. The significant difference in degradation rates of AZ31 in different beverages opens new opportunities for development of degradation controllable esophageal stent through customizing ingested beverages.

Keywords: Biodegradable esophageal stent, beverages, magnesium alloy, saliva.

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Authors: Isari Pairoa, Proud Arunrangsiwed

Abstract:

Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory.

Keywords: Brand mascot, consumers’ behavior, marketing communication, purchasing.

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