This article, examines moderating influence of need for cognition in the context of fear and economic benefits appeals in saving schemes advertising. This is to address a void in the research that is whether rational or emotional appeals in service-related advertising are positively evaluated. The study uses quasi-experimental 2 x (advertising appeals: economic benefit vs fear) 2 (need for cognition: economic benefits vs fear) factorial design on a sample of 100 employees. The findings suggest that fear appeals were found more positively related to the high need for cognition which resulted in more positive evaluation of saving scheme advertisements than economic benefit appeals. Theoretically, the study offers the applicability of the understudied dual-mechanism Cognitive-Experiential theory in advertising research. Practically, the study offers managerial implication for the Pakistani banks and insurance companies to improve promotional strategies related to the saving schemes.