Types Of Services Research Articles

EFFICIENCY OF ACCOUNTING CONSULTING IN IT COMPANIES AND THE CURRENT DEVELOPMENT OF INFORMATION TECHNOLOGY

The primary focus of this scientific article is to comprehensively examine the nature and potential growth of accounting consulting within the realm of IT enterprise management. Specifically, the research aims to uncover the theoretical principles and real-world implications of accounting consulting and to evaluate its influence on the financial stability and efficacy of an enterprise. The current trends, advantages and disadvantages of using information technologies in the modern world, their development and application in agriculture are substantiated. Having analyzed the data on the structure of the consulting market in Ukraine by segments, it is found that accounting consulting occupies a prominent place in the market of consulting services in Ukraine and is one of the important elements of doing business in the modern world. The article examines how actively companies use IT technologies and innovative solutions, as well as the provision of accounting advice by various consulting companies, both foreign and domestic. It is noted that the activities of IT companies are considered to be very specific compared to other types of services. This fact is confirmed by legislative acts not only in Ukraine but also in other countries of the world and Europe. The article considers the peculiarities of the taxation system, rules of profit taxation and certain types of benefits for IT companies, problems of licensing of accounting consulting companies, as well as services provided by consulting firms. The authors suggest ways of developing consulting companies in Ukraine. It is predicted that in the future, accounting consulting in the IT sector will continue to integrate modern technologies and will focus on analytics and strategic management.

ПЕРСПЕКТИВЫ ИСПОЛЬЗОВАНИЯ ИСКУССТВЕННОГО ИНТЕЛЛЕКТА В УПРАВЛЕНИИ СТОМАТОЛОГИЧЕСКОЙ КЛИНИКОЙ

A rapidly developing technology - artificial intelligence - is actively being introduced into the life of modern people. One of the promising areas of its application is dentistry. Artificial intelligence can be used to improve the efficiency of diagnosis, treatment and prevention of oral diseases. This allows dentists, both public and private clinics, to work more efficiently and accurately. The process of treatment of all dental diseases is accelerated, making it more comfortable for patients. In addition, the quality of treatment and prosthetic results improves. The main goal of any dental clinic is to improve the quality of life of patients. But sometimes, interruptions in cellular communications and computer equipment, incomplete knowledge of the use of technology by receptionists, and a fairly large amount of medical documentation that a dentist needs to fill out negatively affects the provision of dental services. In turn, the management of a dental clinic is simplified. Aim of the work. Conduct a survey of the heads of private and public dental clinics in St. Petersburg on the readiness to use artificial intelligence in the institution, as well as a review of domestic and foreign literature sources to analyze the need to implement artificial intelligence in the work of dental clinics. Material and methods. A survey was conducted in St. Petersburg of the heads of 6 private and 6 state dental clinics using a developed questionnaire, as well as a review of available Russian and foreign scientific literature over the past 5 years, which allows for a more complete assessment of the programs based on artificial intelligence offered by many companies and developers to improve the concept of management and quality of patient service in dental clinics. Results and discussion. The use of artificial intelligence in the dental services management system not only helps save time and material resources, but also creates convenience for patients when making an appointment with a dentist, and improves the quality of provision of all types of dental services. Conclusions. The prospects for introducing artificial intelligence into dental clinic management are enormous. But its integration into this area of medicine requires the continuation of medical and sociological research and the creation of regulatory frameworks.

THE IMPACT OF DIGITAL SERVICES TRADE RESTRICTIVENESS ON TRADE IN TELECOMMUNICATIONS, COMPUTER, AND INFORMATION SERVICES: EVIDENCE FROM OECD COUNTRIES

This study analyzes the impact of digital services trade restrictiveness on trade in telecommunications, computer, and information services of Organisation for Economic and Co-operation Development countries by utilizing the Poisson Pseudo Maximum Likelihood method covering the period 2014-2022. The findings of the study statistically significantly confirm the disincentive impact of the higher degree of digital services trade restrictiveness on both exports and imports in telecommunications, computer, and information services. Therefore, more relaxing policies can most likely help to enhance the trade in this type of services due to mainly diminishing trade costs. Besides, to make use of more advantages of increasing digitalization, further cooperation and dialogue across countries, particularly with technologically advanced countries, is required. By this means, domestic services suppliers can attain foreign advanced knowledge and technology at relatively moderate costs, thus productivity can be improved, and eventually, more trade in services can be achieved.

Patient Satisfaction with Telehealth Services in Primary Care.

Objective: Patient satisfaction is an imperative factor in integrating telehealth services as a treatment modality in health care systems. Here, we compared patient satisfaction from telehealth versus in-person health care visits in a large heterogeneous population. Methods: We conducted a retrospective cohort study of patients making telehealth or in-person primary care visits between January 2021 and August 2022. Patient satisfaction with both service types was evaluated using a validated survey. Logistic regression models were employed to assess the association between type of visit (in-person/telehealth) and patient satisfaction (satisfied/unsatisfied) while accounting for sociodemographic and clinical characteristics. Results: Of the 247,087 surveys included in the study, 86,580 (35%) were answered following telehealth visits. Telehealth visitors were more satisfied than in-person visitors in aspects related to doctor-patient interactions, such as "courtesy and respect," "attentive listening," and "coherent explanations" (aOR = 1.17, 95% CI: 1.14-1.21; aOR = 1.16, 95% CI: 1.12-1.19; aOR = 1.15, 95% CI: 1.12-1.18, respectively), and less satisfied in aspects related to indirect services, such as adherence to appointment scheduling, effort required on the part of the patient, and staff cooperation (aOR = 0.95, 95% CI: 0.93-0.97; aOR = 0.89, 95% CI: 0.87-0.91; aOR = 0.85, 95% CI: 0.83-0.87, respectively). Importantly, considerably more telehealth visits were delayed (44%) than in-person visits (27%). Adjustment for this factor further strengthened the observed association between telehealth services and patient satisfaction. Conclusions: While telehealth was associated with high levels of satisfaction in doctor-patient interaction, improvements are still needed in indirect services. Addressing issues related to staff cooperation and streamlining processes to reduce delays could improve overall patient satisfaction with telehealth.

Ecosystem services, threats, and management practices of wetlands in Morang District of Nepal

Wetlands are gaining much attention recently as they are threatened by multiple stressors; however, detailed ecological and socio-economic studies on these wetlands are limited. In this study, we present an inventory and assess ecosystem services, and conservation status of the wetlands of Morang district in Eastern Nepal. We used the remote sensing data - Google Earth Imagery and official topographic maps – for preparation of inventory and conducted a rapid field survey using a questionnaire, Key Informant Interviews (KIIs) and Focus Group Discussions (FGDs). Provisional and cultural services were analyzed based on field observations and the questionnaire survey. Twenty-four wetlands of 29.4 ha area, ranging from 0.017 to 7.5 ha were recorded. The Sunbarsi wetland is located in the lowest (87 m) and the Chuli Pokhari in the highest (677 m) elevation. Rajarani wetland of Letang (7.5 ha) is the largest wetland in the district. Ten wetlands have high religious value. Wetlands in Morang district are also productive ecosystems providing different types of ecosystem services. They contribute in local economy providing job and business opportunities to locals. Bhulkey wetland of Pathari-1 provides drinking water to 1,938 families. Further, these wetlands are used for irrigation. The wetlands are also providing services to livestock farming, fishing, boating, commercial activities (hotels and shops), and tourism. Cultural, recreational and ecotourism activities in the wetlands are generating revenue locally.

Australian hearing healthcare stakeholders’ experiences of and attitudes towards teleaudiology uptake: a qualitative study

ABSTRACT This study aimed to explore the experiences of Australian-based hearing healthcare stakeholders' with using teleaudiology and their views on future teleaudiology uptake. Qualitative semi-structured interviews were conducted with 23 stakeholders (six clients, 10 clinicians, three students, two academics, and two industry partners). Six themes were generated: (1) Barriers to and facilitators of teleaudiology uptake, (2) Advantages and challenges of using teleaudiology, (3) Additional considerations when using teleaudiology, (4) Teleaudiology education at university, (5) Recent development in improving teleaudiology uptake, and (6) Attitudinal changes in post-pandemic teleaudiology uptake. Poor digital literacy and positive support received from other stakeholders were found to be the biggest barrier and facilitator, respectively. Additional considerations including the type of service offered and clear communication strategies were highlighted. Students and academics noted inadequate teleaudiology education at university, mainly due to a lack of infrastructure and equipment. Recent encouragement from management and improvement in university infrastructure were reported. Most participants were optimistic about post-pandemic teleaudiology uptake and expressed increased willingness to use teleaudiology over time. Generally positive attitudes towards future teleaudiology uptake were observed. Gradually increasing collaborative effort was seen in improving teleaudiology uptake, yet certain challenges and barriers need to be addressed to further promote teleaudiology uptake in post-pandemic times.

Who are marginalized in accessing urban ecosystem services? A systematic literature review

Urban ecosystems provide many crucial services to cities and their residents, particularly in adapting to the effects of climate change. Extensive research has been conducted in this field, covering various aspects of ecosystem services. However, little is known about issues related to the limited access to these ecosystem services, particularly among marginalized populations. This review systematically screened 3961 papers and synthesized findings from 98 papers to identify groups that are marginalized in terms of access to urban ecosystem services and provide policy measures to address the issue. We conducted an inductive content analysis and thematic analysis to review the literature comprehensively. Our findings revealed that marginalization is more prevalent in cultural ecosystem services (51 %) than in other ecosystem service types. The results also show that vulnerable populations, including minorities, low-income populations, physically challenged people, children/young people/students, older people, and migrants, are particularly marginalized. Among these groups, minorities (24 %) emerged as the most extensively studied category. Additionally, we identified a marginalized group labeled as 'generic,' consisting of individuals whose identities did not neatly fit within the previously defined groups or were mentioned across multiple groups simultaneously.The marginalization across all these groups stems from income disparities, cultural norms, racial and ethnic considerations, willingness to visit, age-related disparities, physical disabilities, and geographical location. Importantly, our study underscores the adverse effects of marginalization on these groups, leading to health disparities, lower quality of life, and reduced resilience to climate change. In light of these findings, we also spotlight policies from the literature such as inclusive urban planning, community engagement initiatives, and financial support aimed at ensuring more equitable access to urban ecosystem services.

Navigating urban challenges: Quantifying emergency service accessibility and robustness amid meteorological disasters

The frequent occurrence of meteorological disasters presents a significant challenge to the effective functioning of urban public services. This paper seeks to assess the response capacity of urban emergency services during such disasters by integrating perspectives on accessibility and robustness. Through a case study on emergency medical services (EMS), we develop a framework for evaluating the EMS system in downtown Shanghai under the scenario of typhoon In-Fa. This framework encompasses the calculation of both the accessible area of ambulance vehicles and the accessibility to each resident address. Our findings indicate that under normal conditions, the majority of residential areas in downtown Shanghai can access nearby medical services within 10 min. However, accessibility decreases by 28.85 % and 43.83 % under moderate and severe flooding conditions, respectively. Furthermore, by analyzing changes in the robustness of the service supply network, we identify warning and critical points, offering valuable insights for the formulation of disaster warning and response strategies. This study integrates system-level robustness and address-level accessibility to establish a comprehensive framework for evaluating urban emergency service performance under meteorological disaster scenarios. The proposed approach holds promise for evaluating other types of public services by adapting the framework to account for specific supply and demand dynamics.

La calidad de servicio en las entidades públicas.

The product of globalization has generated the search for the development of activities that improve the level of efficiency and competitiveness, in different benefits or actions who offer and seek to be served by services. It is too complex to define and measure the quality of the services and assess the level of satisfaction for their attention; likewise, it has become a matter of consistency to try to explain the perceptions of each user or citizen. It is essential to have a methodology that efficiently and equitably measures the type of assignment that is offered. This article is the product of documentary analysis of 40 publications by different authors where they manage to analyze the concept of service quality, and explain the existing methodologies that seek to measure the intangible aspects of assistance. It is concluded that quality is a very generic concept in conceptualizing it and how to assess the level of satisfaction, because the perception of the behavior of the beneficiaries is intimate and therefore the characteristics and impressions about the types of services where they obtain sometimes in different reasons for each behavior of the favored party. Many standards are now known that seek to evaluate the quality of service, the most used being the SERVQUAL type.

A Cost Evaluation of COVID-19 Remote Home Monitoring Services in England.

Remote home monitoring services emerged as critical components of health care delivery from NHS England during the COVID-19 pandemic, aiming to provide timely interventions and reduce health care system burden. Two types of service were offered: referral by community health services to home-based care to ensure the right people were admitted to the hospital at the right time (called COVID Oximetry@home, CO@h); and referral by hospital to support patients' transition from hospital to home (called COVID-19 Virtual Ward, CVW). The information collected for the oxygen levels and other symptoms was provided via digital means (technology-enabled) or over the phone (analogue-only submission mode). This study aimed to evaluate the costs of implementing remote home monitoring for COVID-19 patients across 26 sites in England during wave 2 of the pandemic. Understanding the operational and financial implications of these services from the NHS perspective is essential for effective resource allocation and service planning. We used a bottom-up costing approach at the intervention level to describe the costs of setting up and running the services. Twenty-six implementation sites reported the numbers of patients and staff involved in the service and other resources used. Descriptive statistics and multivariable regression analysis were used to assess cost variations and quantify the relationship between the number of users and costs while adjusting for other service characteristics. The mean cost per patient monitored was lower in the CO@h service compared with the CVW service (£527 vs £599). The mean cost per patient was lower for implementation sites using technology-enabled and analogue data submission modes compared with implementation sites using analogue-only modes for both CO@h (£515 vs £561) and CVW (£584 vs £612) services. The number of patients enrolled in the services and the service type significantly affected the mean cost per patient. Our analysis provides a framework for evaluating the costs of similar services in the future and shows that the implementation of these services benefit from the employment of tech-enabled data submission modes.

Validating the O&M VISSIT: Determining Appropriate Service Intensity

Introduction A national validation study on the Orientation and Mobility Visual Impairment Scale of Service Intensity of Texas ( O&M VISSIT) was conducted. Methods Fifty-two of the original 115 interested participants completed the study that used a mixed-methods research design. After finishing the O&M VISSIT for a student, participants completed a survey to determine the scale's validity and reliability. Participants were from urban, suburban, and rural areas and represented a wide range of geographic areas in the United States. Results The results of the national study demonstrate support for significance in relation to content, consequential, social, content, and construct validity, as well as support for significance in relation to internal consistency reliability. Data supporting validity included 88% of study participants who reported that the tool matched their professional judgment for determining the needs of students and recommending the type and amount of service needed. Data supporting the reliability of the tool was calculated using Cronbach's alpha, which showed how well the tool measured the needs of students. The Cronbach's alpha of the O&M VISSIT was .901, which supports significant internal consistency reliability. Discussion The results support the reliability and validity of the O&M VISSIT, as well as positive feedback related to the ease of use and prospective repeated use of the tool in the future. The tool provides a reliable and valid means for O&M specialists to determine appropriate amounts of both direct and collaborative consultation services for their students receiving O&M training. Implications for Practitioners Study participants found the O&M VISSIT to be a practical and functional tool to reflect the needs of students based on an O&M evaluation and could turn the students’ needs into recommendations for type and amount of itinerant O&M services. Practitioners can rely on the statistical validity and reliability data to justify their recommendations for O&M services as research-based decisions.

Challenges of Microfinance and Financial Inclusion for Development Using WASPAS Method

Financial inclusion refers to the process of ensuring that individuals and businesses have access to useful and affordable financial products and services that meet their needs – transactions, payments, savings, credit, and insurance – delivered in a responsible and sustainable way. The concept aims to eliminate the barriers that exclude people from participating in the financial sector, enhancing their ability to improve their economic conditions. Microfinance is a critical tool within the broader financial inclusion agenda. It involves offering financial services to low-income individuals or those who do not have access to typical banking services. These services include microloans, savings accounts, insurance, and money transfers. Microfinance institutions (MFIs) cater to people who are traditionally excluded from the formal banking sector, helping them to start or expand small businesses, manage risks, and improve their quality of life.One of the primary significances of researching financial inclusion and microfinance is their critical role in promoting economic development. By providing access to financial services, individuals and small businesses can engage in economic activities that contribute to the overall growth of their communities and economies. Microfinance allows entrepreneurs to start or expand small businesses, which can lead to job creation and increased productivity. Understanding the mechanisms and impacts of these financial services helps policymakers and stakeholders design better programs to stimulate economic development, particularly in underserved regions. Alternative taken as Program A, Program B, Program C, Program D, Program E. Evaluation Preference taken as Loan Disbursement Rate (%), Client Outreach (thousands), Loan Default Rate (%), Operational Costs (% of budget). The results Program E Advertising achieved the highest rank, while Search Program B received the lowest rank being attained. “The value of the dataset for Financial Inclusion and Microfinance, according to the Weighted Aggregated Sum Product Assessment Program E Advertising achieves the highest ranking.”

Feedback on a socio-aesthetic program for the benefit of young patients with self-endangerment

Socio-aesthetics is a practice born in psychiatric departments but has since developed particularly in the field of oncology. For our part, since January 2018, we have initiated an experiment of this type at the Espace Unit of the CHU in Nantes, a unit that takes care of young patients who find themselves in a situation of crisis and endangerment of themselves. The qualitative evaluation of the interest of a socio-aesthetic mediation (relaxation modelling, facial care, make-up) with young patients was carried out by a collection of their feelings. Youth who expressed an overall judgment of socio-esthetic mediation appreciated it in 61% of cases. They express their satisfaction with words such as "I liked", "I loved", "I'm happy", "it was too good", "super good" or "great". This successful socio-aesthetic therapy practice experiment will continue with a quantitative analysis to demonstrate the relevance of this type of service to psychiatric patients.

대체복무제의 개선방향에 관한 소고

It is meaningful to look back on the current alternative service system at the present time, three years after the alternative service system was implemented. In particular, considering that there is still controversy over the punishment of the alternative service system, it is necessary to reconsider what direction the alternative service system should have in the future. Currently, alternative service personnel in Korea are serving in correctional facilities for 36 months, twice the length of active military service, which is longer than the maximum difference between the general military service period and the alternative service period in Armenia, which the European Court of Human Rights called punitive. In addition, in Armenia, it was controversial that the place of service should be at the workplace 24 hours a day, even though the place of service was various private institutions such as orphanages, nursing homes, mental health institutions, and facilities for the disabled. In Korea, the form of having to serve in a single place called correctional facilities and camp service can be even more problematic. In fact, although there are no uniformly established standards under international law regarding the period of alternative service, according to the recommendations of the Ministerial Committee within the European Council and the decisions of the UN Human Rights Commission, it is mentioned that the period of alternative service should be within a reasonable range that is non-punitive. In addition, among the countries implementing alternative service, the largest difference in period of less than 1.5 times was found. And the European countries have alternative service institutions in various fields, such as social welfare, health, culture, religion, peace, education, the environment, and emergency rescue, and Korea also needs to prepare a variety of service institutions as possible in addition to correctional facilities. In addition, in terms of diversifying service types, it is necessary to consider a method of distinguishing between the types of service that can be served as non-combatants within the military and the types of alternative service of civilians outside the military. Lastly, considering that there are countries that have abolished the interview survey in the process of applying for alternative service, and this was a measure of respect for the freedom of conscience of conscientious objectors, I think Korea needs to consider discussing it in the long run.

정신장애 당사자의 주거서비스 경험 연구

The purpose of this study is to explore the experiences of individuals with mental illness who receive residential services during the process of community integration, and to propose practical measures in this field. To gain a better understanding of the context and significance of using residential services, eight participants who have utilized two or more types of such services, including halfway houses, living facilities, communal living families, and self-reliance experience housing, were selected. Data was collected through semi-structured in-depth interviews and analyzed using a continuous comparison method. The analysis resulted in the identification of 5 categories, 11 patterns, and 31 meanings: ① a vague desire for independence, ② finding a sense of daily life through practical preparation, ③ receiving empowerment from applicants, ④ enduring rewards and punishments, and ⑤ gaining confidence in independence. This study reveals that the experience of housing services for individuals with mental disabilities is a process of realizing the possibility of independence, starting from a vague desire, and driven by strong applicants, while also expanding voluntary housing options. Based on these findings, a housing service plan is proposed to support the community integration process for individuals with mental disabilities

Edukasi Kesehatan tentang Penyakit Tuberkulosis pada Peserta Klub Prolanis BPJS

Indonesia is the first country among the Hight Burden Countries(HBC) in the WHO South-East Asian region can to active global tuberculosis target for case detection and successful treatment. The type of community service carried out is Community Patnership Program (PKM) in the form of providing education/ counseling to participants of the Ibnu Sina Palembang Clinic’s BPJS Health Prolanis Club at total 20 participants running smoothly. This community service activity was carried out for 2 day ehich was used for educational preparation in the form og arranging a community service permit to Ibnu Sina Clinic prolanis club as a place for carring out community service, preparing the place, traning facilities and tools as wellas food and lunch for partisipans and organizers educational active All 20 participant can take part in the traning completion, namely from 15.00 a.m to 17.00 a.m. It can be concluded that education about Tuberculosisi can increase the knowledge and interest in learning of BPJS Health Club participants regarding Tuberculosis.

Особенности предоставления государственных и муниципальных услуг: междисциплинарный анализ

State and municipal services, as a function of public authority, are integrated into the interests and needs of the entire population. It is difficult to overestimate their social importance in view of their constant use by most citizens of the country. At the same time, contradictory approaches to the disclosure of the socio-economic content of this category, concerns about the appearance of the market term «service» in the public administration system continue to generate discussions in the scientific community on this problem. This is particularly evident in education and health services. The present study reveals a variety of modern approaches to this problem, clarifies their essential content and purpose, identifies features in comparison with other types of services.

Markovian phase-type single working vacation queue with breakdown and standby server

We consider a single server queuing model with three service types, each with three phases. In which the customers arrive according to a Poisson process and the service time of each customer follows Hyper-Erlang distribution. We analyzed the model with interruptions, such as breakdown, repair and single working vacation. The standby server works whenever the main server under breakdown. Using the matrix geometric method, the steady-state probability vector of the model is examined and finally, some numerical examples are presented.

Identifying the Coupling Coordination Relationship between Urbanization and Ecosystem Services Supply–Demand and Its Driving Forces: Case Study in Shaanxi Province, China

Exploring the relationship and driving forces between supply–demand of ecosystem services (ESs) and urbanization can help solve the environmental problems and promote regional sustainable development. This study analyzed the spatio-temporal distribution characteristics of supply–demand of ESs and comprehensive urbanization level (CUL) in Shaanxi Province from 2010 to 2019 and assessed the coupling relationship between ecosystem service supply–demand ratio (ESSDR) and CUL using the coupling coordination degree (CCD) model. Random forests and geographically weighted regression methods were utilized to characterize the contribution and spatial distribution of the drivers of CCD. The results showed that: (1) except for habitat quality, the ESSDR of the other three types of services as well as the comprehensive services showed a decreasing trend, CUL exhibited increasing trend; (2) Although CCD was generally increasing, a significant portion (78.51%) of regions still remained uncoordinated, with relatively better coordination shown around the Guanzhong urban agglomeration, which has a higher urbanization level; (3) The CCD in Shaanxi Province was primarily influenced by local financial income, the secondary industry, and temperature forces. In regions with high and increasing CCD, the tertiary industry was the decisive force. In other areas, there were significant spatial variations in the driving forces. These findings provide a coupled and coordinated perspective for urban ecological management, which can provide scientific reference and practical guidance for cities with different development modes.

Использование нейромаркетинговых исследований для оценки цифрового сервиса медицинских услуг

The development of innovative research methods expands the possibilities for studying various types of services, including digital ones. Assessment of the quality and level of development of digital services and their compliance with the expectations of patients in medicine is an important aspect for the image component of medical institutions. One of the tools for evaluating a digital service is neuromarketing. Purpose of the research is to identify the possibilities, prospects and ways of applying neuromarketing research to evaluate the digital service of medical institutions. The research is the analysis of theoretical sources of foreign and domestic authors. Cabinet and field studies were used. Desk studies were conducted in the form of analysis of secondary information sources, mainly on theoretical sources. Field studies were conducted in the form of an expert assessment. Comparative analysis has shown that neuromarketing research has a number of advantages compared to classical marketing methods, such as the ability to determine the indirect reaction of consumers and the emotional message when testing a digital service. Special attention is also paid to the potential of using neuromarketing research in the areas of digital medicine. At the same time, based on the analysis, it is determined which methods of neuromarketing research can be effectively used for each digital service and what results we can get. Within the framework of the study, the directions of evaluation of digital service by medical institutions using neuromarketing were identified, which will allow us to understand how to improve the platforms and what adjustments can be made. Based on the expert assessment on the possibilities of using neuromarketing research in the service sector, an IFAS analysis was conducted, which is a generalized analysis of the strengths and weaknesses of internal factors in the application of neuromarketing.