The Effect Of Regulation Orientation And Cognitive Demand On Effectiveness Of Advertising Appeal

The effectiveness of advertising appeal is a key factor for the success of an advertising campaign, the existing literature from the theory of motivation, focusing on the way of advertising appeal and the pros and cons of a wide range of research. There are also scholars from the perspective of consumer demand for cognitive theory of certain research, according to the signaling theory in economics, advertising strategy of any enterprise are to consumers is the ultimate signal receiver, so the different effects of different advertising appeals to the audience is very important. Consumer attitudes to a certain extent determine their future purchase intentions, and the existing literature from the perspective of consumers for different consumers in different forms of advertising appeal after the psychological research is also slightly inadequate. Therefore, this paper focuses on the influence mechanism of emotional appeal and rational appeal advertising on different types of consumers from the perspective of cognitive demand theory and the theory of cognitive demand. The results show that the effectiveness of rational advertising appeal is significantly higher than that of emotional advertising, and the effectiveness of emotional advertising is significantly higher than that of rational advertising. And this effect is significantly different among individuals with different cognitive needs. Scope of application of the research results will further improve the relevant theoretical basis of advertising from the perspective of consumer appeal, further regulate the orientation theory in the field of advertising. At the same time, the study found will be able to provide scientific management implications for advertising in the field of marketing workers, help them analyze the differences of consumer behavior, for enterprises according to the nature of their products to different types of consumers develop different advertising strategy to provide the theoretical basis and practical reference.