Dissertationen zum Thema „Visibilité du produit“

Cette thèse a étudié l'effet de la culture sur l'efficacité des messages publicitaires sur la rareté (forte demande vs. offre limitée) du produit. Nous avons réalisé deux études expérimentales (étude 1: N = 417 ; étude 2: N = 435) incluant toutes deux des participants pakistanais et français. L'étude 1 a montré que (i)qu’un appel à la rareté fondé sur la demande est plus efficace qu’un appel à la rareté fondé sur l’offre dans la culture orientale, alors que l’inverse est observé dans la culture occidentale, (ii)le rôle modérateur de la culture est plus fort pour les produits à haute visibilité que pour ceux à faible visibilité; et (iii)la prévalence d’un concept de soi interdépendant (vs. indépendant) et son impact sur la susceptibilité à l'influence normative et le besoin d'unicité médiatisent le rôle modérateur de la culture. L'étude 2 a examiné le rôle modérateur de la visibilité du produit sur l'efficacité des appels à la rareté via la prévalence culturelle respective des normes sociales injonctives et descriptives. Les résultats révèlent que (i)les normes sociales injonctives et descriptives sont plus saillantes lors de l’achat de produits à forte visibilité plutôt qu’à faible visibilité; (ii)les normes injonctives prévalent sur les normes descriptives dans la culture orientale, tandis que les normes descriptives prévalent sur les normes injonctives dans la culture occidentale; et (iii)la prévalence culturelle des normes injonctives (par rapport aux normes descriptives) médiatise le rôle modérateur de la visibilité des produits sur l'efficacité de l’appel à la rareté qui est plus grande pour les produits à haute visibilité que pour ceux à faible visibilité
The focus of this dissertation was to examine the impact of culture on the effectiveness of (demand vs. supply-based) scarcity appeal. The hypotheses were tested using an experimental design in two studies (Study 1: N = 417; Study 2: N = 435) including both Pakistani and French participants. Study 1 showed that (i) demand-based scarcity appeal was more effective than supply-based scarcity appeal in Eastern culture, whereas the reverse was found in Western culture; (ii) such moderating role of culture was stronger for high visibility products rather than low visibility products; and (iii) the respective prevalence of interdependent (vs. independent) self and its subsequent impact on susceptibility to normative influence (SNI) and need for uniqueness (NFU) mediated the moderating role of culture. Study 2 examined the moderating role of product visibility on the effectiveness of scarcity appeals through the relative cultural prevalence of injunctive vs. descriptive social norms. Findings revealed that: (i) both injunctive and descriptive social norms were more salient when buying high-visibility rather than low-visibility products; (ii) injunctive social norms prevailed over descriptive social norms in Eastern culture, whereas the reverse occurred in Western culture; and (iii) the cultural prevalence of injunctive (vs. descriptive) norms mediated the moderating role of product visibility on the effectiveness of scarcity appeals, which is higher when product visibility is high rather than low. Key theoretical contributions and managerial implications of these findings are discussed, before addressing new research perspectives

Background:Fristads has noticed needs and necessity of high visibility work wear in the market, particular for the high risk working industries. In addition to it, new international standards for work wear will be introduced in year 2013 which may put higher requirements on visibility of the work wear. Fristads aims to be the first company to develop the new product and pricing is one of the major problems they encounter. After studying different relevant literatures, we have decided to approach the pricing problem using customer value based pricing as the starting-point.Purpose:To identify and analyse the pricing with focus on customer values and product launch. Methodology:My research methodology has a qualitative approach with a certain quantitative feature, and it follows the inductive reasoning. Uncontrolled studies of preferences and intentions have been used when three dealers and one end-customer were interviewed. Secondary sources have been reviewed and the critical pricing issues are identified. The primary data obtained from the interviews is made as foundation for the creation of the price strategy.Result:The interviews have shown that the customers like Fristads’ product idea and the design of the work wear with enhanced visibility. A probably accepted price on the new work wear has been defined according to the customer survey. Pricing strategies for the product launch focusing on the customer value have been recommended. The final decision on the price strategy shall however be made in concurrence with the other strategies at Fristads in order to cover all the aspects.
Program: Master Programme in Fashion Management

Title:Price Strategy for Product Launch – from the Customer Value Perspective Seminar date:29th August 2011Course:Master thesis in Fashion ManagementCredits:15 ECTSAuthor:Sandra Yin-Kwan KoTutor: Lisbeth Svengren HolmBackground:Fristads has noticed needs and necessity of high visibility work wear in the market, particular for the high risk working industries. In addition to it, new international standards for work wear will be introduced in year 2013 which may put higher requirements on visibility of the work wear. Fristads aims to be the first company to develop the new product and pricing is one of the major problems they encounter. After studying different relevant literatures, we have decided to approach the pricing problem using customer value based pricing as the starting-point.Purpose:To identify and analyse the pricing with focus on customer values and product launch. Methodology:My research methodology has a qualitative approach with a certain quantitative feature, and it follows the inductive reasoning. Uncontrolled studies of preferences and intentions have been used when three dealers and one end-customer were interviewed. Secondary sources have been reviewed and the critical pricing issues are identified. The primary data obtained from the interviews is made as foundation for the creation of the price strategy.Result:The interviews have shown that the customers like Fristads’ product idea and the design of the work wear with enhanced visibility. A probably accepted price on the new work wear has been defined according to the customer survey. Pricing strategies for the product launch focusing on the customer value have been recommended. The final decision on the price strategy shall however be made in concurrence with the other strategies at Fristads in order to cover all the aspects.
Program: Magisterutbildning i Fashion Management

La numérisation croissante de l’économie bouleverse les canaux de distribution des vendeurs et favorise l’émergence de nouveaux acteurs : les plateformes d’intermédiation. Avec elles, le modèle traditionnel de revente laisse place à un modèle d’agence et crée un terrain fertile à différents cas de restrictions verticales. La numérisation grandissante des marchés pousse les autorités de concurrence à questionner et adapter leur analyse économique des pratiques. Cette thèse se concentre sur l’industrie hôtelière qui fait l’objet de plusieurs cas d’espèces. Les pratiques contractuelles telles que les clauses de parité de prix imposées par les agences de voyages en ligne aux hôteliers ont fait l’objet de nombreuses investigations, principalement en Europe. Le premier chapitre de cette thèse développe un modèle d’estimation structurelle de la demande permettant d’évaluer le degré de substitution entre les canaux de distribution en en ligne d'une chaîne d'hôtels, élément crucial retenu dans la définition des marchés. A l’issue des différents cas de concurrence, les clauses de parité de prix ont partiellement ou totalement été interdites dans plusieurs pays. En réponse, les plateformes d’intermédiation ont développé de nouveaux programmes offrant aux hôteliers une visibilité accrue en l’échange d’une application volontaire de la clause de parité de prix. Le second chapitre de cette thèse étudie l’effet de l’adoption de ce type de programme sur les prix fixés par les hôteliers en différenciant l’effet lié à l’accroissement de la demande, permis par les gains de visibilité, de ceux liés à l’auto-application de la clause et à la hausse des commissions inhérentes au programme. Cette thèse porte également sur le lien entre les agences de voyage en ligne et un autre type de plateforme sur ce marché, les sites de comparaison de prix. Ces derniers promettent aux consommateurs l'affichage des offres les plus compétitives du marché mais les critères utilisés dans les algorithmes de classement font désormais débat. D'autre part, l'intégration verticale des certaines de ces plateformes à de plus grands groupes, en possédant déjà plusieurs, interroge leur impartialité. Le troisième chapitre de cette thèse étudie l’impact de l'intégration de Kayak et plusieurs agences de voyage en ligne (comme Booking.com) au sein du groupe Booking Holding sur les classements des hôtels et des canaux de vente affichés sur le site de comparaison de prix
The growing digitalization of the economy has been disrupting the sellers distribution channels and has been favoring the emergence of new players: intermediation platforms. Meanwhile the traditional resale model gives way to an agency model and creates fertile ground for different cases of vertical restraints. The increasing digitalization of markets therefore pushes competition authorities to question and adapt their economic analysis of practices. This thesis focuses on the hotel industry which has been the subject of several specific cases, especially in Europe. Contractual practices such as price parity clauses imposed by online travel agencies to hotels have been the subject of numerous investigations. The first chapter of this thesis develops a model of structural demand estimation, allowing to assess the degree of substitution between the online distribution channels of a hotel chain, a crucial element in the market definition. Following the various competition cases, price parity clauses were partially or completely prohibited in several countries. In response, the platforms have developed new programs offering hotels an increased visibility in exchange of the voluntary compliance of price parity clauses. The second chapter of this thesis studies the effect of the adoption of this program on the prices set by the hotels separating the effects linked to the demand increase, thanks to visibility gains, from those linked to the clause compliance and fee increase linked to the program. This thesis also deals with the link between online travel agencies and another type of platforms: price comparison websites. The latter promise consumers the display of the most competitive offers on the market but the criteria used in the ranking algorithms are now debated. Moreover, their vertical integration into larger groups, which also have online travel agencies, raises questions about their impartiality. The third chapter studies the impact of the integration of Kayak and several online travel agencies (such as Booking.com) within the Booking Holding group on the ranking of hotels and sales channels displayed on the price comparison website

New EU regulations are currently taking effect, which means there will be stricter requirements on lighting units and more necessity for labs to perform photometric quality control. In the project a flickermeter setup was constructed at the Swedish Energy Agency's lab for performing quality assurance of luminaries by measuring the relevant metrics PST, SVM, and ITHD. By accomplishing this in accordance with the relevant IEC Standards, it creates an example setup which can be reproduced in other labs without the need for expensive nontransparent commercial devices. The project also examines the viability of creating such a setup from scratch without prior expertise, using the IEC Standards as a guide. To ensure the reliability of our setup multiple verifications were performed in accordance with the IEC Standards. Most gave positive results, but some issues were also discovered, mainly in regards to the optical filter needed for the setup. A suitable replacement for the missing optical filter was introduced, with which good results were acquired for both SVM and PST when compared to commercial flickermeters. Good results were also acquired in regards to the effects of dimming and the ITHD measured. Aside from the results, some issues regarding the procedures used for quantifying flicker were raised and discussed, along with discussing inconsistencies and discrepancies in the standards used.

New EU regulations are currently taking effect, which means there will be stricter requirements on lighting units and more necessity for labs to perform photometric quality control. In the project a flickermeter setup was constructed at the Swedish Energy Agency's lab for performing quality assurance of luminaries by measuring the relevant metrics PST, SVM, and ITHD. By accomplishing this in accordance with the relevant IEC Standards, it creates an example setup which can be reproduced in other labs without the need for expensive nontransparent commercial devices. The project also examines the viability of creating such a setup from scratch without prior expertise, using the IEC Standards as a guide. To ensure the reliability of our setup multiple verifications were performed in accordance with the IEC Standards. Most gave positive results, but some issues were also discovered, mainly in regards to the optical filter needed for the setup. A suitable replacement for the missing optical filter was introduced, with which good results were acquired for both SVM and PST when compared to commercial flickermeters. Good results were also acquired in regards to the effects of dimming and the ITHD measured. Aside from the results, some issues regarding the procedures used for quantifying flicker were raised and discussed, along with discussing inconsistencies and discrepancies in the standards used.

O objetivo geral da pesquisa é estudar os critérios utilizados pelas empresas para a escolha dos projetos de artes cênicas patrocinados via isenção fiscal da Lei Rouanet. O objetivo específico é mostrar como os parâmetros de visibilidade midiática, relação custo-benefício, endomarketing, marketing de relacionamento e de negócios e oportunidades de comunicação com públicos de interesse (funcionários, clientes, consumidores, comunidade de entorno) valorizam atores e diretores consagrados pela mídia em detrimento de autores e diretores e atores desconhecidos da mídia, o que dificulta o acesso das produções teatrais experimentais e de pesquisa aos recursos de renúncia fiscal da Lei Rouanet. A Lei Rouanet foi instituída em um contexto neoliberal do Brasil no qual o Estado transferiu à iniciativa privada a viabilização da produção artística que passa a ser avaliada segundo sua potencialidade de se transformar em mercadoria e conquistar novos consumidores com o objetivo de gerar lucro para as empresas. Entrevistamos representantes de empresas privadas e públicas, diretores de projetos patrocinados e inviabilizados por meio da Lei Rouanet e fizemos um levantamento das peças de teatro patrocinadas no ano de 2011 por meio da renúncia fiscal e concluímos que existe uma concentração de recursos de isenção fiscal em produções da Broadway e em atores e diretores consagrados pela mídia em detrimento de autores e diretores e atores desconhecidos da imprensa. Dessa forma, as grandes empresas beneficiam espetáculos que dão retorno financeiro e de marketing institucional, a cultura do entretenimento que busca divertir e agradar ao \"grande público\". Pesquisa do Ministério da Cultura afirmou que existe uma concentração de 50% dos recursos em apenas 3% dos proponentes. Dessa forma, identificamos o conceito de censura de mercado que age em duas vertentes processuais de censura: na primeira, a restrição à produção artística com assuntos polêmicos impede que significados, valores e sentimentos divergentes da convenção social sejam levados ao público, na segunda, exclui as produções teatrais experimentais e de pesquisa do acesso aos recursos públicos da Lei Rouanet, pois essas expressões artísticas possuem imprevisibilidade de bilheteria, de crítica, público e rendimento.
The overall objective of the research is to study the criteria used by companies to the choice of performing arts projects sponsored via tax exemption of Rouanet Law. The specific objective is to show how the media visibility of parameters, cost-effective, internal marketing, relationship marketing and business opportunities and communication with stakeholders (employees, customers, consumers, surrounding community) value embodied by actors and directors media at the expense of authors and directors and media unknowns, which hinders the access of experimental theater productions and research to fiscal waiver resources Rouanet Law. The Rouanet Law was instituted in a neoliberal context of Brazil in which the State transferred to the private sector the viability of artistic production which happens to be evaluated according to their potential to transform into merchandise and win new customers in order to generate profit for companies. We interviewed representatives of private and public companies, sponsored project managers and made impossible through the Rouanet Law and made a survey of theater plays sponsored in 2011 through tax breaks and concluded that there is a concentration of tax exemption resources in production Broadway actors and directors and consecrated by the media to the detriment of authors and directors and unknown actors of the press. Thus, large companies benefit performances that give financial and institutional marketing return, the entertainment culture that seeks to entertain and please the \"general public\". Research the Ministry of Culture affirmed that there is a concentration of 50% of the resources in only 3% of the proposers. Thus, we identified the concept of market censorship acting on two procedural aspects of censorship: first, the restriction of artistic production with controversial issues prevents meanings, values and divergent feelings of social convention are brought to the public. In the second excludes experimental theater productions and research theater access to public resources of the Rouanet Law, for these artistic expressions have unpredictable box office, critical, audience and revenue.

Cette thèse traite de l’économie des plateformes à travers trois chapitres indépendants. Le premier développe une modélisation théorique autour des ventes exclusives, ou ventes flash. Cette pratique, très courante sur internet, consiste à proposer à des consommateurs une offre à prendre ou à laisseraujourd’hui, sans possibilité d’en bénéficier demain. Le second chapitre évalue la substituabilité des différents canaux de distribution de chambres d’hôtels en Scandinavie, notamment entre le site internet de l’hôtel, Booking,et Expedia. Nous analysons également la décision d’une chaîne d’hôtels de boycotter un canal de vente. Enfin, le troisième chapitre analyse l’implémentation d’une nouvelle stratégie par Booking auprès de ses hôteliers, et tente d’en déterminer les différentes composantes
This dissertation deals with the economics of platforms through three independent chapters. The first one develops a theoretical model around exclusive sales, or flash sales. This practice, very common on the Internet, consists in offering consumers an offer to take today, with no opportunity to benefit tomorrow. The second chapter evaluates the substitutability of hotel room distribution channels in Scandinavia, particularly between the hotel’s website, Booking, and Expedia. We also analyze the decision of a hotel chain to boycott a sales channel. Finally, the third chapter analyses the implementation of a new strategy by Booking with its suppliers

An ergonomically designed work environment may decrease work related musculoskeletal disorders, lead to less sick leaves and increase production time for operators and companies all around the world. Volvo Construction Equipment wants to deepen the knowledge and investigate more carefully how operators are actually sitting whilst operating the machines, how this affects placement of controls and furthermore optimize controls placements accordingly. The purpose is to enhance their product development process by suggesting guidelines for control placement with improved ergonomics based on operators’ sitting postures. The goal is to deliver a process which identifies and transfers sitting postures to RAMSIS and uses them for control placement recommendations in the cab and operator environments. Delimitations concerns: physical ergonomics, 80% usability of the resulted process on the machine types, and the level of detail for controls and their placements. Research, analysis, interviews, test driving of machines, video recordings of operators and the ergonomic software RAMSIS has served as base for analysis. The analysis led to (i) the conclusion that sitting postures affect optimal ergonomic placement of controls, though not ISO-standards, (ii) the conclusion that RAMSIS heavy truck postures does not seem to correspond to Volvo CE’s operators’ sitting postures and (iii) and to an advanced engineering project process suitable for all machine types and applicable in the product development process. The result can also be used for other machines than construction equipment. The resulted process consists of three independent sub-processes with step by step explanations and recommendations of; (i) what information that needs to be gathered, (ii) how to identify and transfer sitting postures into RAMSIS, (iii) how to use RAMSIS to create e design aid for recommended control placement. The thesis also contains additional enhancements to Volvo CE’s product development process with focus on ergonomics. A conclusion is that the use of motion capture could not be verified to work for Volvo Construction Equipment, though it was verified that if motion capture works, the process works. Another conclusion is that the suggested body landmarks not could be verified that they are all needed for this purpose except for those needed for control placement. Though they are based on previous sitting posture identification in vehicles and only those that also occur in RAMSIS are recommended, and therefore they can be used. This thesis also questions the most important parameters for interior vehicle design (hip- and eye locations) and suggests that shoulder locations are just as important. The thesis concluded five parameters for control categorization, and added seven categories in addition to those mentioned in the ISO-standards. Other contradictions and loopholes in the ISO-standards were identified, highlighted and discussed. Suggestions for improving the ergonomic analyses in RAMSIS can also be found in this report. More future research mentioned is more details on control placement as well as research regarding sitting postures are suggested. If the resulted process is delimited to concern upper body postures, other methods for posture identification may be used.

碩士
國立交通大學
管理學院碩士在職專班國際經貿組
92
“Consumer Conformity” is an emerging topic in consumer behavior research with arising interests. Social psychologists first studied conformity using mostly experiments and generated many impressive results. An individual is more likely to conform to referent groups or significant others in order to gain group acceptance and rewards, or to avoid punishment. Conformity differs in two ways; Public Compliance means an individual only changes his thinking and behavior in public face-to-face situation under group pressure. Private Acceptance represents an individual’s internal transformation of his thinking as well as his behavior in accordance with the referent groups or significant others. This research examines the “Attention-to-Social-Comparison-Information” measure, one construct generating conformity, as an individual factor influencing conformity in product visibility and branded (or non-branded) products. Clothes and underwear are selected to represent the extremes of product visibility in the clothes category. The researcher defined Branded (or non-branded) products, using the daily-spoken name to symbolize its generic meaning. “Branded” products represent those brands that are well-known and easily-recognized among general public with unique style and image; meanwhile, it is relatively highly-priced, differed from low-priced non-branded products. 638 self-administered questionnaires are collected through a convenience sample approach. Independent t test is practiced in order to test the significance among high and low ATSCI subjects. The result shows that conformity is relatively higher among high ATSCI subjects concerning product visibility. High ATSCI subjects also tend to have favorable intention in buying branded clothes and underwear, compared to low ATSCI subjects. Female and male do not differentiate in their ATSCI scores as is consistent with past gender-conformity research. However, compared to male subjects, females tend to conform higher in their intentions in buying underwear. No gender differences in clothes buying intentions were found. This research shows evidences that product visibility and branded products (vs. non-branded products) greatly influence consumer conformity. Suggestions are as the follows: Firstly, for low-visible products, group norms could be taken advantage of, in order to persuade consumers to conform to the group decision in buying certain products. On the other hand, referent groups can provide valuable information in buying low-visible products and thus create consumer conformity through informational influence. Secondly, brand is the future. Make products branded ones. Brand is not only an image rooted in consumers’ minds and hearts, but also a diamond symbol in accordance with efforts and progresses in business. Consumer conformity is still in need of exploration through different topics and fields. Furthermore, it requires marketing practice and implementation in the real world.

碩士
國立雲林科技大學
工業工程與管理系
105
As the rise of globalization and outsourcing manufacturing, the food chains from producers to consumers have become longer. The increasing on complexity and difficulty in the management of food, result in low visibility of the supply chain. In the past, studies about the production and marketing resumes mostly focused on the recognition, attitudes, purchase intention, prices that customers are willing to pay. Few study investigated whether traceable visibility of production and marketing resume supply chains could create customer value and corporate stickiness. Therefore, this study investigated the relationships between the perspectives of visibility food supply chain, creation of customer values, and stickiness and whether there is potential mediation effect in creating customer values. Questionnaire survey approach was applied in this study and the 5-point Likert scale was adopted. Totally 224 effective questionnaires were recovered from the re-search objects who were consumers purchasing the agricultural products with production and marketing resumes and used the information websites providing production and marketing resumes. This study applied statistics approaches including narrative statistics, factor analyses, reliability analyses, SEM structural equations, and other statistical methods. The research results revealed the positive correlation between procedures of sharing visibility of supply chain and stickiness. Hence, it could be concluded that providing the procedure information of products to consumers showed more significant influences than merely providing the shared information of products.

碩士
國立臺灣大學
商學研究所
96
The main objective of this study is to examine the influence of nostalgia types on advertising effects under different product visibility. Also, nostalgia proneness and gender are considered as two moderators. Through the examination of these effects, the study provides deeper understanding of nostalgia advertisement. The study uses a 3x2 experimental design, controlling nostalgia type (historical nostalgia, personal nostalgia and non-nostalgia) and product visibility (high visibility product: jeans, low visibility product: printer) as independent variables. After choosing the focal products, six print advertisements were designed using copy to manipulate nostalgia types. After viewing one of the six advertisements, viewers were asked to fill out a questionnaire measuring thoughts and advertising effect. The results have shown that, historical nostalgia can elicit better advertising attitude and product attitude across different product visibility. This may be because historical nostalgia encourages individuals to think of the past they have never been. The longing for the past golden ages thus can elicit all positive feelings. On the other hand, personal nostalgia reminds them of actual past experiences which may elicit positive as well as negative feelings. Therefore, the all positive feelings historical nostalgia elicited can transfer to better advertising attitude and product attitude. The same effect is found across product with different visibility. However, the study discovers that better advertising attitude and product attitude cannot guarantee higher purchase intention. The influence of nostalgia types on purchase intention is mediated by advertising thinking. It is obvious that when a consumer is considering purchase, he or she will focus on product information the advertisement provided. As a result, the more information abundant and more persuasive advertisements elicit higher purchase intention in this study. As for individual differences, results have shown that nostalgia proneness and gender have no moderating effects. However, people with lower nostalgia proneness have better advertising attitude than those with higher nostalgia proneness. This may be because people with higher nostalgia proneness prefer the past more. Their nostalgia responses are also more easily to be elicited. When they see nostalgia advertisements, it is more likely for them to have the comparison of the present and the past. It is also more possible for them to have the regret of not being able to return to the past. The bittersweet feelings may lead to worse advertising attitude. For gender differences, the study found that men can feel higher level of nostalgia than women. The focus of historical nostalgia and personal nostalgia advertisement in this study is not covered in past literatures. Therefore, the results can complement past research results and provide new directions for future studies on nostalgia advertisements. Also,marketers and advertising agency can use the study as a reference, adopting either historical or personal nostalgia as themes to designing more effective advertisements.

碩士
國立臺灣大學
商學研究所
96
TV ads combine visual and auditory presentation. While the music in advertisements dominate the consumer’s hearing feelings, different types of music can arouse different feelings, therefore advertisement often use music to reach the effect of adding fuel to the flames. The global wind blowing in a nostalgic, many marketing campaigns began to use nostalgic appeal. Although there are many nostalgia related research, but study for nostalgic music can influence advertising effectiveness is rather sparse. This study will show how nostalgic music influent the advertisement effect. After some reviews of the literature, we found that product visibility and nostalgic feelings of consumers may have the same effect, so we use product visibility as the product types of classification indicators. Nostalgic feelings and music are source of peripheral cues in the ELM model. How do the peripheral cues moderate the message processing progress is also worth of further observation, and the quality of argument is also included in the variables. We use nostalgic feelings, product visibility and argument quality as independent variables; ad attitude, product attitude and purchase intension as dependant variables. The main subjects are college students, experiment is divided into eight groups, each group will watch one of the advertisement video and conducted a questionnaire, the study found as follows: I. Nostalgic music will not directly have a positive advertising effect, must take into account the role of product visibility interference. II. High-visibility products satisfy the consumers’ needs of social recognization, so it will lead to a better attitude of advertising with nostalgic music. III. In addition to text messages, television ads have been providing consumers with many sources of clues to plot the brand message. When advertisement is about a famous brand, consumers will automatically give the basic product attributes, will focus on the provision of additional product attributes.