臺大管理論叢 NTU Management Review VOL.30 NO.1

Is a Bigger Picture Better? The Impact of Product-Model Ratio and Brand-Consumer Relationship on Advertising Effectiveness 156 Study 1 tests the interaction effect between SCMP and BSR, using a 2 (SCMP: large vs. small) x 2 (BSR: leader-like vs. friend-like) between-subjects design. Chocolates are selected as the test product category. Godiva and Kinder Bueno are chosen to represent the leader- and friend-like brands, respectively. Each participant is presented with one ad selected from a pool of four (i.e., two different SCMPs for each of the two BSRs). In the large (small) SCMP condition, the size of the chocolate (model) image is twice the size of the model (chocolate) image. In the leader-like (friend-like) brand condition, a capital letter G (K) is placed on the chocolate image and the Godiva (Kinder Bueno) logo is shown in the ad. Each ad is A5 size. After viewing the ad, the two dependent variables are assessed: attitude towards the brand and purchase intention. The results show that when facing the leader-like brand, participants in the large SCMP condition show a more favorable attitude toward the brand and a stronger purchase intention than their counterparts in the small SCMP condition. The opposite results are found with participants facing the friend-like brand: participants in the small SCMP condition show a more favorable attitude toward the brand and a stronger purchase intention than those in the large SCMP condition. Study 2 has three objectives: to replicate the results of Study 1 with a different manipulation for BSR, to rule out the effects of product type, and to explore processing fluency as a possible mechanism underlying the predicted effect. The study uses a 2 (SCMP: large vs. small) x 2 (BSR: leader-like vs. friend-like) x 2 (product type: hedonic vs. utilitarian) between-subjects design. Since gender differences play an important role in product perceptions, only females are recruited for participation. They are first instructed to read a magazine article regarding a brand and then asked to view a forthcoming ad. The brand’s social role is primed by presenting participants with a brief description of a leader- like (friend-like) brand and a fictitious brand “Mirabelle.” The second section involves viewing the ads which differed in terms of SCMP and product type. The ad materials are identical to those in Study 1. Perfume and cleansers are chosen to represent hedonic and utilitarian products, respectively. The ads are created with different ratios between the product and model image sizes. Study 3 is conducted to rule out the effects of the country-of-origin of the chosen models and products used in Studies 1 and 2. The confounding effects of price mentioned are ruled out in the manipulation of BSR. The results are consistent with the results in Studies 1 and 2. A mediated moderation analysis is then conducted (Zhao, Lynch, and Chen, 2010), using a bootstrapping mediation method with 5,000 resamples (Preacher,