I did a study with brand familiarity as IV, brand credibility as mediator, purchase intention as dv and food familiarity as moderator. Brand familiarity has two levels: 0 is familiar brand, 1 is novel brand. Food familiarity also has two levels 0 is familiar food and 1 is novel food. I ran a process macro model 14 from Hayes and it says that the coefficient of brand familiarity on purchase intention is positive, which would mean that if a brand is new it is more likely to cause more purchase intention compared to when a brand is familiar. However, the mean of the familiar brand is higher than the novel brand, how is this possible?
Your model itself is defective. You are trying to reinvent the wheel. How brand credibility can be mediator ? Brand credibility is main criteria of purchase decision .When credibility is there question of familiarity does not arise. Create proper model that is theoretically correct. However, regression coefficient simply states variability of dependent variable on other .positive means dependent variable rises with independent variable in value. means relate to distribution of data and skewness. Generally speaking negative difference in "mean" is just matter of difference between control group mean and experimental group mean
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