The Impact Of Field-Independent And Field-Dependent Cognitive Styles On Outdoor Advertising Effect

Outdoor media is an ancient and classic forms of advertising media,with its high coverage,real-time experience,also making the scene and topic characteristics.It makes outdoor media become a kind of media form which many advertisers favor.At the same time,compared with other forms of media,outdoor media is the most easily associated with the emotional connection of consumers,because it allows consumers immediately produce more intuitive and intense memory.As the outdoor advertising is in the daily trajectory of consumers in the natural touch,which led to the level of consumer acceptance of outdoor advertising is also relatively higher.However,in the face of different forms of outdoor advertising in outdoor scenes,consumers in different field cognition styles,the perception in which the degree of outdoor advertising is different and ultimately affect outdoor advertising.In the case of outdoor advertising,it is a kind of communication and infiltration carried out in the unconscious state of the audience,which has a profound influence on the purchasing behavior and values of consumers.Therefore,the study of outdoor advertising related issues is very important.For business and advertisers,no matter what kind of media,advertising the ultimate goal is to stimulate the consumer,affecting the consumer's purchase tendencies,so the individual differences in consumer research and analysis is also necessary.In fact,there are few studies on the influencing factors of outdoor advertising and its effect,but the existing research is more from the enterprise perspective,from the consumer perspective analysis of outdoor advertising effect of less research,especially from the consumer of the individual differences on the effectiveness of outdoor advertising research rarely.Based on the cognitive psychology of outdoor advertising audiences,this paper analyzes the relationship between the different ways of consumer cognition and the effect of outdoor advertising based on the theory of psychological field cognition and the experimental method and questionnaire.The results of the study found that consumers of different field cognitive methods in the outdoor environment to observe outdoor advertising,the number of outdoor advertising in the perception and the first time to watch outdoor advertising time are significantly different.While the field of cognitive differences,the impact of outdoor advertising effects are also significant differences.This study provides a scientific basis for the correlation between consumers' cognition and the effect of outdoor advertising by observing the difference of outdoor advertising in the field of outdoor advertising.So as to study the impact of consumer field cognitive methods on the effectiveness of outdoor advertising,and supplement the outdoor advertising effectiveness evaluation criteria theory.