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

摘要： 基于认知资源理论，旨在探究任务状态（多任务/单任务）与广告类型（情感诉求广告/功能诉求广告）的交互对新产品购买意愿的影响及其心理机制。通过1个预实验与3个正式实验，研究发现，多任务状态会消耗消费者的认知资源，使得相较于功能诉求的新产品广告，他们对情感诉求的新产品广告的感知诊断性更高，从而提高购买意愿；而在单任务状态下加工新产品广告时，与情感诉求的新产品广告相比，他们对功能诉求的新产品广告的感知诊断性更高，从而导致更高的购买意愿。这些研究发现拓展了任务状态、广告诉求、感知诊断性、详尽可能性模型和认知资源理论的相关文献，并为企业在日益普遍的多任务处理背景下推广新产品提供实践指导。

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