The Impact Of Cognitive Needs And Advertising Appeals On Consumer Implicit Attitudes And Explicit Attitudes

Consumer's implicit attitude and explicit attitude research has always been the focus of the field of consumer behavior research.This paper is based on The Elaboration Likelihood Model, introducing the variable of need for cognition,from the two dimensions of the level of cognitive demand and advertising appeal to analysis the people'implicit attitude and the explicit attitude of the product in different levels of cognitive demand in the face of different advertising appeal.This study applied 2(level of need for cognition:high/low)x2(advertising appeals: emotional appeals/rational appeals)mixed design, level of need for cognition being a between-group factor, advertising appeals being a within-group factor. The dependent variable is the consumer implicit and explicit attitudes.Conclusion:(1)The explicit attitude and implicit attitude of low cognitive demand subjects on rational appeal advertising products and emotional appeal advertising tend to be separated.(2)The explicit attitude and implicit attitude of high cognitive demand subjects on rational appeal advertising products and emotional appeal advertising tend to be separated.(3)There is significant difference in the main effect of the impact of advertising appeals on consumers' implicit attitude, compared to the rational advertising appeals, consumers' implicit attitude are more positive on the emotional appeals and product, and the difference was significant.(4)There is a significant interaction between cognitive needs and advertising appeals in the impact on consumers' explicit attitude. Compared to the rational advertising appeals, low level of consumers' explicit attitude are more positive on the emotional appeals advertising and product, and the difference was significant.