The present study attempted to investigate the effects of self-regulatory focus on consumers` attitude in relation with the types of advertisement and the product, time pressure, and purchasing time distance factors. Research on self-regulatory focus has been conducted mostly in the areas of advertisement framing and brand extension. And prior advertisement framing research related to self-regulatory focus has been carried out on very limited types of advertisement, namely, positive advertisement, negative advertisement, benefit advertisement, and property advertisement as major types of advertisement. In addition, studies of consumer information process related to self-regulatory focus also have been conducted only on a limited number of factors, such as common/differential factor, prior knowledge, advertisement context, and congruence/incongruence. However, in forming the consumers` attitude, other conditions of advertisement should be considered, such as image or attribute advertisement, unlike the prior research where only limited advertisement types have been explored.