关键词: 权力感, 品牌拟人化, “个体—社群”导向理论, “易达—诊断”模型, 信息加工流畅性

Abstract: Anthropomorphism is a brand strategy often adopted by enterprises. Anthropomorphism can bring positive effects, such as alleviating the psychological pressure of consumers in contact with brand（汪涛, 谢志鹏, 周玲, 周南, 2014）, increasing brand trust (Visser et al., 2016), reducing the perception of risk (Hassanein & Head, 2006) and so on. But inappropriate anthropomorphism can also bring negative effects (Puzakova et al., 2013; 刘笛, 王海忠, 2017). Therefore, it is necessary to examine the implementation strategy of brand Anthropomorphism. Although some scholars have made a useful discussion on the anthropomorphism of brand based on the needs of consumer social belonging (陈增祥, 杨光玉, 2017) or product type (谢志鹏, 2014), few studies have paid attention to the influence of consumer information processing fluency. One of the reasons for anthropomorphic is that it can make people's cognitive processing more fluent（Epley, Waytz, & Cacioppo, 2007）, so it is necessary to discuss anthropomorphic implementation from the perspective of information processing fluency. Based on the theory of “agentic—communal” orientation of power and the “accessibility—diagnosis” model of attitude, from the perspective of information processing fluency, this study tries to explore whether people with high and low sense of power differ in the purchase intention of different types of anthropomorphic products, and what is the mechanism behind this difference. 168 undergraduate students are recruited to verify the research hypothesis through the group experimental design of 2 (power: high vs. low) 2 (anthropomorphic type: warmth vs. competency). The results show that: (1) Powerful and powerless people have different preferences for anthropomorphic products. (2) For people with a high sense of power, they are more willing to buy the competency anthropomorphic product than the warmth; on the contrary, for people with a low sense of power, they are more willing to buy the warmth anthropomorphic products than the competency. (3) Information processing fluency plays a complete mediating role in the relationship between power and anthropomorphic type interact influence purchase intentions of anthropomorphic products. The research enriches and deepens the existing research on the anthropomorphism by confirming the difference in the purchase preference of the anthropomorphic product by consumers with different sense of power as well as revealing the mechanism behind the difference. The conclusion is also instructive to the anthropomorphism of enterprises.

Key words: power, anthropomorphism, “agentic—communal” orientation theory, “accessibility—diagnosis” model, information processing fluency