Efficiency and effectiveness is of importance for selection and localization. There should be regular methodology for targeting in the market by several methods. There is a necessity to have clear study for selection. In the current research, it has been studied the optimal localization at shopping centers. If there is not accuracy and validity, there will be achieved negative results for these centers such as high costs. Nowadays, these centers have turned into a part of consumer life. Today, they have penetrated consumers behavior and impacted on marketing mix. We can understand the importance of them from real shopping to window -shopping. As a meta-heuristic algorithm that inspired by natural systems, genetic algorithm has been used for problem salving as a mathematic model. The nature of genetic algorithm, which has created a relationship between humanity science and mathematics, is the reason for using it in the research. Given developed indices, Selected Iranian cities were selected for this study. Findings of the research showed that we can achieve accurate results with metaheuristic methods. The research is an applied research in terms of purpose, which is to develop applied knowledge in a certain field. تفاصيل المقالة

Today, shopping centers go beyond purchasing based behavior. As intangible variables, effective social factors also affect consumer behavior. These variables cannot always lead to purchasing but create a potential customer who is exactly exposed to promotional incentives. It should be noted that identifying these intangible factors can only be extracted through non-self-reporting methods. Thus, the use of neuroscience techniques can be a necessity. This study was an exploratory research that applied electroencephalographic tools to record brain signals through EPOC+ 14-Electrode Wireless EEG device. The signals were cleared using EEGLAB Software through ASR Method. The population consisted of two groups of three people (control and experimental group). The seven elements of the shopping centers proposed by Arpita Jare were used to provide stimulus. Thermal map analysis for F3 and F7 electrodes and correlation between the seven elements and brain waves showed that control group had a significant behavior in comparison to experimental group due to their interest in shopping centers (P-Value <.05). Results showed that consumer behavior in shopping centers is not affected by tangible factors such as product brand but social and cultural interactions and intangible elements are also effective that are hidden from marketers and designers’ view. تفاصيل المقالة