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Vibration-Isolation Characteristics in a Damped Vibration system with Thixotropic Materials
Sato, Taichi,Fujikawa, Naoki,Masuda, Hiromitsu,Tanaka, Kihachiro 대한기계학회 1996 International Sessions in Celebration of the 50th Vol.1 No.1
The dynamic behavior of a damped vibration system containing thixotropic materials is experimentally investigated. Thixotropic materials are substances that liquefy when they are stirred or shaken and return to the hardened state upon standing. We construct a vibration system containing thixotropic material and performed vibration tests using the vibration system with two rotating unbalances turning in opposite directions. The amplitudes of the transmitted force to the foundation and the displacement of the mass are measured. The tests indicate that the damped system containing thixotropic materials shows good vibration characteristics. As the consistency ol thixotropic materials increases, the transmitted force at resonance decreases, and even the degree of increase of the transmitted force at the higher values of the forcing frequency is smaller than in the experimental results of the viscous damper. These dynamic characteristics enable vibration to be significantly isolated in this system when the excitation frequency is changed.
IS THE EFFECT OF LUXURY ADVERTISING ON CONSUMER EVALUATIONS OF FASHION BRANDS POSITIVE OR NEGATIVE?
Akinori Ono,Yuka Eguro,Taichi Narisawa,Naoki Nomura,Takaya Sato,Yuna Sato,Yuta Shibamoto,Soichiro Yoshida 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Some clothing manufacturers and retailers use attractive endorsers on their advertising. However, according to recent research, consumers with low body esteem evaluate the clothing items more negatively when they try them on in the fitting room and find that they are inferior to the attractive advertising endorser wearing the same items (Dahl, Argo, & Morales, 2012). Is it always true? Should clothing companies not use attractive endorsers? When Dahl, et al. (2012) emphasized the negative impact of an attractive endorser and discussed body esteem, they implicitly assumed body-related consumption, in which consumers wear clothing items to enrich their physical appearance. However, other research on fashion has suggested that consumers often wear clothing items for self-expression (e.g., Piacentiti & Malier, 2004). Luxury fashion brands have been particularly regarded as symbols of wealth, so consumers wear luxury fashion clothing items to show off their high status (Shavitt, 1989; Wilcox, Kim & Sen, 2009). Thus, status-related consumption should be considered in addition to body-related consumption. Considering status-related consumption, this research introduces another kind of self-esteem, i.e., status esteem, which refers to how confident consumers are in their status. Assuming that there are two types of self-esteem, body esteem (or external esteem) and status esteem (or internal esteem), both of which are related to clothing, we hypothesize that consumers low in status esteem will evaluate a status-related product more positively than consumers high in status esteem when their consumption aligns (vs. when it does not align) with an attractive endorser even though they are low in body esteem. To test the hypothesis, we conducted three laboratory experiments. The result of multiple regression analysis showed that our hypothesis was supported. By suggesting that even consumers with low body and status esteem can evaluate status-related product positively, when finding that they are inferior to the advertising endorser in terms of body, this research expands our understanding on how attractive advertising endorsers affect consumer evaluation of clothing items focusing on two kinds of selfesteem, body and status esteem.