关键词: 任务状态, 广告诉求, 认知资源理论, 详尽可能性模型, 感知诊断性

Abstract: Based on cognitive resource theory, this paper examines the impact of the interaction between task status (multi-task versus single-task) and advertising appeals (emotional versus functional) on new product purchase intention and its psychological mechanisms. One pre-experiment and three formal experiments demonstrate that the multitasking state depletes consumers’ cognitive resources, leading to a higher perceived diagnosticity of emotionally appealing new product advertisements compared to functionally appealing ones, which in turn increases purchase intentions. In contrast, when processing new product advertisements in a single-tasking state, the perceived diagnostic of functionally appealing new product advertisements compared to emotionally appealing new product advertisements is higher, which leads to a higher purchase intention. These findings contribute to the literature on task states, advertising appeals, perceived diagnosticity, elaboration likelihood models, and cognitive resource theory, and provide practical guidance for companies promoting new products in the context of increasingly common multitasking.

Key words: task status, advertising appeals, cognitive resource theory, elaboration likelihood model, perceived diagnosticity