The Impacts Of Ads Appeals Moderation On Different Cognitive Styles Consumers’Purchase Decision

The purpose of this study is to research different kind of cognitive styles’consumer’s purchase decision making, under the different kinds of emotional appeal advertising.The research adopts experimental method, and Using the EFT test which developed by furen applied psychology development center of Beijing normal university to select the participants. Through the two factors between subjects experimental design to explore the cognitive style of consumers and advertising appeals to the role of the consumer purchase decision. Innovation is the experimental materials, which no longer using the simple advertising material made by the researchers, but the real advertisement appear on television and the Internet.The experimental results is a significant interaction between cognitive style and advertising appeal. Conclusion is:First, advertising appeals no significant impact on consumer purchase intention.Second, field dependence style consumers have higher purchase intentions to the emotional appeal advertising products. Independent style consumers have higher purchase intentions on rational appeal advertising products.