This study is performed to examine the effect of consumer construal level (mental simulation and temporal distance) on product attitude and behavioral intention in comparative advertising. Study 1 explores how process-oriented and outcome-oriented mental simulations influence evaluation of the product in attribute vs benefit comparison ads. In Study 2, the author investigates the effect of temporal distance (near future vs distant future) on product attitude and behavioral intention in comparative ads varying in alignability (i.e., alignable comparative ads, missing nonalignable comparative ads, different nonalignable comparative ads). In Study 1, the author finds that process-oriented participants evaluate product in attribute comparison ad more favorably whereas outcome-oriented participants evaluate product in benefit comparison ad more favorably. Results of Study 2 show an interaction effect between temporal distance and comparative ad type. Specifically, product attitude and behavioral intention of near future participants get more favorable as alignability in comparative advertising increases. However, those of distant future participants are not different among the three comparative ad types. The author discusses implications and further research on comparative advertising and moderating role of construal level.