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Two studies are briefly described to demonstrate the how the personality variable of need for cognition-a measure of an individual's chronic tendency to enjoy thinking-may be useful in understanding how advertisements may influence the formation of attitudes toward a consumer product. Results from Experiment I showed that individuals high in need for cognition were more influenced by the quality of arguments contained in an ad than were individuals low in need for cognition. Results from Experiment II showed that individuals low in need for cognition were more influenced by the peripheral cue of endorser attractiveness than were individuals high in need for cognition. Implications for the conceptualization and use of personality variables in consumer behavior research are discussed.