Human Information Interaction

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Purpose: The goal of this study was to analyze the situation of information poverty among primary healthcare workers in Tehran. The main research question was to investigate their information poverty based on Chatman's information poverty theory. According to Chatman's theory, people who do not believe that information from outside the group can help them, tend to perform self-protective behaviors that limit access to information. Such behaviors intensify the information poverty of the primary healthcare workers, and since they are involved in the transfer of information between specialists and non-specialists, their information poverty can affect the society's information poverty. Therefore, it is necessary to assess the information poverty of primary healthcare workers in the field of health.
Method: This survey study was conducted by identifying the information poverty indicators and measuring the information poverty of 154 primary healthcare workers. Sampling was done by stratified random method, and data collection was done through a researcher-made questionnaire.
Results: The "deception" component indicated an attempt to present a false reality. "Secrecy" means non-disclosure of information, in the second place; And after that, there was "Situational Relevance" which indicated the selection of information. The lowest average was related to "Risk-taking", which showed the fear of the primary healthcare workers about the consequences of searching information. 41.6% of the primary healthcare workers were in the deceptive group, 21.6% in the situational relevance group, 19.2% in the secretive group and 13.6% in the risk-taking group.
Conclusion: The results showed the information poverty of primary healthcare workers. Most of them had a tendency to deceive others. A fifth of people paid attention to the situational relevance of the information. Some have fueled their information poverty by secrecy, and fewer by risk aversion. The placement of some in two categories refers to the overlap of some components. The most effective factor of deception was "reducing the risk of information seeking" and "distrust". "Value of information" and "use of insider information" were influential in situational relevance. "Coping with a lack of information processing skills" and "mistrust" were the main motivations behind the secrecy. "Regarding information as irrelevant" and "preservation of privacy" were effective on risk aversion.

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Background and Aim: Considering the importance of customer behavior, the purpose of this study is to present a local marketing model with emphasis on consumers' attitudes to purchase Iranian products with a customer information behavior approach.
 Research Method: The method of this research was data-based theory and data collection was done through semi-structured interviews. Also, the statistical population of this research has been selected from all prominent academic experts with a scientific background related to marketing management and consumer behavior, managers and experts of companies.
Results: The results of the present study show the extraction of 6 main dimensions and 32 pivotal components in the form of a paradigm model including guerrilla marketing as a central category and causal conditions (knowledge, skills and marketing), underlying factors (functional advantages). Brand and social responsibility, intervening conditions (power resources, learning-based empowerment, communication model, customer relationship and consumer nationalism), strategies (corporate communication, comprehensive strategic planning, branding, creativity and innovation, Public relations and advertising) and consequences (intensity of brand competition, resource allocation, brand perception, branding and brand credibility).
Conclusion: Guerrilla marketing needs open minds and new attitudes to create amazing vibrancy in the audience by destroying the monotony of advertising. It has also replaced experience and imagination with high advertising costs, which have been very effective and useful based on psychological positions. In this type of marketing, not only the sale of the product and service is important, but also the profit of the sale of these products is highly considered.

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Background and Aim: Considering the importance of customer behavior, the purpose of this study was to present a local marketing model with emphasis on consumers' attitudes to purchase Iranian products with a customer information behavior approach.
Research Method: The method was grounded based theory. Data collection was done through semi-structured interviews. Population consisted of managers and supervisors of Pars Khazar Company. Sample included 14 senior managers and supervisors and sampling had been done in two dimensions of theoretical sampling and snowball sampling. The basis for concluding the interviews was theoretical saturation.
Findings: Results show the extraction of 38 codes or basic concepts from interviews, 38 core categories and 20 main themes  which is in the form of a paradigm model including:  Consumer attitudes toward service innovation, cultural component and social component as  title of central category and causal conditions (knowledge, skills and marketing), contextual factors (advantages of brand attitude functions, social responsibility and attitude towards Iranian products), intervening conditions (sources of power, learning-based empowerment, communication model, Customer Relationship and Consumer Nationalism), Strategies (Corporate Communications, Comprehensive Brand Attitude Strategy Planning, Creativity, Innovation, Public Relations, and Advertising) and Consequences (Intensity of Competition, Resources, Perception of Brand Attitude, Credibility, and Evaluation of Consumer Attitudes) From the expansion of the brand name.
Conclusion: The results was used as a first phase in examining consumers' attitudes in buying Iranian products. Also, applicable to consumer behavior experts as well as prominent academic professionals with a scientific background in marketing management. Based on the results, courtesy to official’s knowledge and skills in   marketing would provide favorable conditions to improve consumers' attitudes toward Iranian goods.