人們往往基於在認知過程中所關注的焦點，對相同事物有不同的偏好。本研究依消費者主要關注事物的整體或是細節，將其認知風格分為整體思維與分析思維。並探討不同的認知風格是否會影響消費者對懷舊廣告的喜好度。再透過敘述視角的導入，來分析敘述視角是否影響不同認知風格消費者的廣告喜好度，及其與懷舊廣告的交互作用。本研究進行兩個實驗，分別以個人懷舊廣告與集體懷舊廣告，進行 2（懷舊廣告：懷舊廣告 vs 非懷舊廣告）× 2（敘述視角：第一人稱 vs 第三人稱）的受試者間實驗設計，並透過認知風格量表量測其偏向使用整體思維或是分析思維，再以 SPSS PROCESS Model 2 進行分析。本研究結果如下：（一）整體思維者對懷舊廣告的喜好度比分析思維者高；分析思維者對非懷舊廣告的喜好度比整體思維者高。（二）整體思維者對第一人稱敘述視角廣告的喜好度比分析思維者為高；分析思維者對第三人稱敘述視角廣告的喜好度比整體思維者高。（三）當廣告為第一人稱敘述視角的懷舊廣告時，整體思維者對其的廣告喜好度比分析思維者高；當廣告為第三人稱敘述視角的非懷舊廣告時，分析思維者對其的廣告喜好度比整體思維者高；若採用第一人稱敘述視角的非懷舊廣告或第三人稱的懷舊廣告時，兩者沒有顯著差異。

People have different preferences based on the focus of attention in the cognitive process. This study divides consumers' cognitive style into holistic thinking and analytic thinking according to their main concern for the whole or details of things. This research tries to figure out whether cognitive style affects consumers' preference for nostalgic advertising. This research also tries to figure out whether narrative perspective affects the advertising liking of consumers with different cognitive styles, and its interaction with nostalgic advertising. This study conducted two experiments, using personal nostalgic advertising and collective nostalgic advertising respectively, to conduct 2 (nostalgic advertisements: nostalgic advertising vs non-nostalgic advertising) × 2 (narrative perspective: first-person vs. third-person) inter-subject experiment design. Then, this research uses the Analytic-Holistic Scale to measure the subject’s preference in using holistic thinking or analytical thinking and analyzes the data with SPSS PROCESS Model 2. The research results are as follows: (1) The holistic thinker has higher advertising liking for nostalgic advertisements than analytic thinker; the analytic thinker has higher advertising liking for non-nostalgic advertisements than holistic thinker. (2) The holistic thinker has higher advertising liking for advertisements from the first-person narrative perspective than analytic thinker; the analytic thinker has higher advertising liking for advertisements from the third-person narrative perspective than holistic thinker. (3) When the advertisements are nostalgic advertisements from the first-person narrative perspective, the holistic thinker has higher liking for the advertisements than the analytic thinker; when the advertisements are non-nostalgic advertisements from the third-person narrative perspective, the analytic thinker has a higher liking for the advertisement than the holistic thinker; there is no significant difference between holistic thinker and analytic thinker when using non-nostalgic advertisements from first-person narrative perspective or nostalgic advertisements from third-person narrative perspective.

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