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

157 NTU Management Review Vol. 30 No. 1 Apr. 2020 Rucker, and Hayes, 2007). Specifically, PROCESS Model 8 is used (Hayes, 2013). The results indicate that processing fluency is predicted by the interaction of SCMP and BSR in the mediator model. In the dependent-variable model, processing fluency predicts that attitude toward the brand and purchase intention, and the interaction of SCMP and BSR is significant ( β = 1.13, t = 4.10, p < .001). Furthermore, the research finds a significant indirect effect of the interaction of SCMP and BSR through processing fluency, and confirms that processing fluency mediates the effects of SCMP and BSR on attitude toward the brand and purchase intention. This research contributes to literature regarding power in consumer behavior. Previous research shows that power can be manipulated by the copy embedded in an ad (Rucker, Dubois, and Galinsky, 2011). This current research is the first to illustrate that power may be primed through a larger product image (in comparison to the model image) in an ad. The current research offers rich managerial implications. Advertisers may benefit from taking power difference into consideration by ensuring that the product image is larger than the model image when promoting a leader-like brand. Nevertheless, the findings from this study also elicit a cautionary note: the strategy of using a larger size product image may be ineffective when consumers perceive the brand as a friend. The current investigation provides guidance for brand managers on how to frame the brand’s social role in their brand positioning strategies. Brand managers should work closely with ad designers and be judicious regarding image placement when implementing their advertising strategies.