Perceived fit between the original brand and related extensions is the fundamental factor influencing the success of brand extension.This study investigated how consumers cognitive style and perceived brand involvement affect brand extension.The results indicated that consumers evaluations of products are a function of cognitive styles and perceived brand involvement.In the second study,we explored methods of improving consumer evaluations of brand extensions by influencing cognitive styles.Results indicated that the stable psychological characteristics of field-independent and field-dependent styles did not change,but a field-neutral cognitive style could change based on a specific suggestion.Therefore,to obtain higher evaluations,it is better to give field-independent suggestions to field-neutral cognitive consumers.This study has important implications for brand extension and marketing communication strategy.