Entrepreneurs use decision heuristics in lots of their business-related decisions. One of the most important heuristics is affect heuristic which is of paramount importance in entrepreneurs’ decision making. Also, entrepreneurial marketing behavior is one of the most important entrepreneurial characteristics which is influenced by entrepreneurial mindset, decision making and thought. The paper’s main goal is to identify main the positive consequences of affect heuristic in entrepreneurs’ marketing behavior. According to our results which are based on qualitative content analysis and careful coding of the data gathered from interviewing 20 Iranian nascent techno-entrepreneurs stationed in Tehran province, increase in the tempo of decision making, increase in risk-taking propensity, surviving and remaining in the market, and increase in the propensity to innovation are the main positive consequences of affect heuristic in entrepreneurial marketing behavior.

Entrepreneurs are prone to lots of decision making biases like overconfidence. Overconfidence has major consequences in different entrepreneurial decisions. Entrepreneurial marketing behavior is one of the most important entrepreneurial characteristics. This paper’s main goal is to explore overconfidence in nascent entrepreneurs’ marketing behavior. According to this paper’s results whose data have been gathered by conducting semi-structured interviews with nascent entrepreneurs located in Tehran and analyzed by a grounded theory approach, firm resources and firm goals, environmental tumult, optimism and self-efficacy are the main drivers of overconfidence, market-related and product-related decisions are the main strategies emanating from overconfidence and financial loss and financial profit are the main consequences of overconfidence in nascent entrepreneurs’ marketing behavior.

Adopting a comprehensive approach based on the models of planned behavior, technology adoption and Palka, this research is an attempt to identify the factors affecting the attitude, intention and behavior of mobile viral marketing among young consumers in the city of Ardabil. The population of the study consisted of all students of public and nonpublic universities in Ardabil that, according to the unlimited population, finally 384 standard questionnaires were distributed among students as the sample of the research. Data were analyzed based on the structural equation modeling with use of SPSS and Amos software. The results showed that perceived costs and perceived enjoyment affect Iranian young consumers’ attitudes towards mobile viral marketing. Moreover, Subjective norms, perceived ease of use and perceived utility affect Iranian young consumers’ intention toward mobile viral marketing. Finally, results indicate that Iranian young consumers’ intention could help to development of mobile viral marketing behavior among them.

Decision making is one of the most important entrepreneurial tasks to identify opportunities so as to create enterprises. Entrepreneurs, intentionally or un-knowingly use heuristics in their decisions, which, though useful in some situations, could lead to decision making biases. Also, entrepreneurial marketing behavior is one of the most important entrepreneurial characteristics in small and medium businesses. This paper’s main goal is to explore nascent entrepreneurs’ marketing behavior with a heuristic approach. This paper’s data were gathered by conducting semi-structured interviews with 15 Iranian high-tech entrepreneurs located in Tehran and analyzed by grounded theory. Decision hastiness was identified as the core category. Furthermore, increase in profit, increase in market share, improvement in decision quality as well as losing market share and decision making biases are the main consequences of heuristic decision making in entrepreneurial marketing behavior. Also, experience, environmental factors, personal goals, business-related factors, needed time to make decisions, decision styles and decision topic are the most influential factors in heuristic decision making in marketing behavior.

Pomegranate is one of the most important strategic agricultural products of Tarom Township. Despite the important place of this product in the livelihood of rural households, the marketing of this product, like other agricultural products in Iran, has many problems. Any planning in the field of improving the pomegranate market requires understanding the marketing behaviors of pomegranates. Therefore, this descriptive-correlational study was conducted to investigate the factors affecting the marketing behavior of pomegranates in Tarom Township. multi-stage random cluster method was done in sampling stage and the number of samples was selected and studied using Cochran's formula of 160 people out of 5207 people whit step by step and according to the number of farmers in rural areas and villages. Data were analyzed by survey using a structured questionnaire whose validity and reliability were confirmed and using SPSSWin22 software. The results showed that the variables of pomegranate sales point, financing sources, water supply source, access to credit and financial services, receiving loans from banks and financial institutions, pomegranate history, annual agricultural income, approximate distance from garden to sales center, total garden performance The rate of self-consumption of pomegranate, the cost of transporting pomegranate to the market for sale and the use of local intermediaries in the village to obtain information have a positive and significant relationship with the marketing behavior of pomegranates.

The output of direct / indirect relationships of companies' financial structure and marketing measures and their long-term impact on customer satisfaction has various theoretical dimensions in different countries. This article analyzes the relationship between capital structure and marketing practices of insurance companies with emphasis on advertising and important financial dimensions in companies. In this regard, by collecting data of insurance companies listed on Iranian capital market in the period 2015-2020 using data panel regression and generalized method of moment, the statics and dynamics of relationships are examined. The results of this study show that although customers do not know about the capital structure of the company, but the results are understood as a result of the marketing behavior of insurance companies. Companies that use more financial leverage are forced to pay debts from the company's internal resources, and this can, in addition to agency problems and devaluation of the market, slow down the company in marketing activities and ultimately have a negative impact on customer satisfaction. The results can be helpful in making comprehensive decisions by managers of insurance companies in choosing the appropriate financing in terms of the effect on customer satisfaction.

Water shortages have turned into one of the most important issues in the Middle East and in particular for the Islamic Republic of Iran. The yearly water use in Iranian homes is twice the world average. It is for this reason that it is necessary to try and reform the usage pattern of Iranian households. Various studies have shown, the most significant reasons for excessive water usage is the public’s lack of education regarding correct water usage. Thus, the matter of water shortages must be assessed within the frameworks of societal systems and solutions, which encourage public participation, must be offered. These systems are referred to as Water Governance. In order to provide a suitable framework for correct water usage, the public’s knowledge in this regard and their participation must be increased and their outlook on water usage must also be altered. A suitable tool, which can be used to bring about public awareness and a change of attitude towards water usage, is to create a social market for it. The main aspect of social marketing is the voluntary alteration of societal norms.Social marketing uses the principles and methods of commercial marketing to create communication and a transfer of ideals aimed to affect the behavior of certain targeted people. Therefore, this study has taken into account the necessity of reforming Water Governance, and has analyzed the role of social marketing in changing the attitudes towards water usage and the voluntary participation of people in this initiative. A qualitative method was employed, previous studies were analyzed, and library sources were used. This study found, using new forms of technology to reduce water usage, placing penalties and rewards, making advertisements and informing the public, law reforms and policy changes, the role of families and schools, religious teachings and public organizations, the expansion of virtual societal campaigns, education and awareness, the participation of governmental and societal organizations, and public determination, are all issues that must be addressed within the framework of social marketing.

Change in sales behavior during customers’ interactions based on received information about the nature of their position gives more information about their situation and needs and finally it obtains customer satisfaction and marketing effectiveness. In this study, the impact of adaptive selling behavior and mediated role of marketing emphasis on marketing effectiveness of handmade carpet has been investigated. The interest population of this research is handmade carpet dealers in Tehran city. its sample size was calculated 305 people by Cochran's formula and random sampling method was used. researchers utilized structural equation modeling (SEM) to analyze gathered data. The results showed that adaptive selling behavior has direct effect on marketing emphasizes and marketing effectiveness in handmade carpet. Moreover, marketing emphasizes mediate the relationship between adaptive selling behavior and marketing effectiveness.

In this study, relying on theoretical principles of behavioral finance and marketing mix, the effects of marketing mix and its factors has been examined on Tehran stock exchange stakeholders' behaviors. In this paper, based on 5 years periods from the begging of 1389 to the end of fiscal year 1393, the assumption as effects of the service marketing mix and its variables on stakeholders' behaviors among services firms which accepted in the Tehran stock exchange has been tested.
This study, as an applied research uses correlation methods specifically the structural equation modeling (SEM) to investigate the relation between service marketing mix variables' namely product, price, place, promotion, people, process, physical evidence as independent variables and stakeholders' behaviors as dependent variable.
According to the descriptive data analysis and structural equation modeling results, we've found that the Tehran stock exchange stakeholders' behaviors has significant relation with service marketing mix concept and its variables.

The term neural marketing began to take shape in the late 1990s. It is a discipline that combines knowledge from different disciplines such as neuroscience, psychology, marketing and sociology. Neuromarketing is the knowledge of processing information and decisions made by humans and examining how businesses relate to the brain in detail in a scientific journal. It's significant with marketing. ”The nature of neural marketing is to better understand and understand the consumer's way of thinking, feelings, suggestions or their preferred value. Neural marketing finds its application in various fields such as innovation, product modification, pricing strategy, link building and others. The goal of neural marketing is to better understand and read the needs, motivations or values of the customer. This is a kind of prediction of consumer behavior and their response to certain stimuli. Thus, neural marketing has emerged as a new field of marketing that deals with the subconscious reaction of consumers to marketing materials such as brands, products and product lines.