The present study investigates the effect of virtual advertising moderating the need for touch(NFT) which is the motivation or preference to touch an object on attitude toward advertising. Because of the reality and presence of virtual reality advertising that send and receive information virtually through advertising as compared to a 2 dimensional/normal ad, it maximizes the sensory stimulus of the consumers. Thus, the purpose of this research is to investigate for the information process of consumers for sensory stimulus in virtual environment such as virtual reality advertising. Especially, it is to find out this information processing through consumer's touch motivation, which is aroused from an autotelic need for touch and instrumental need for touch. Autotelic need for touch refers to the motivation for touch itself whereas instrumental need for touch refers to the motivation of outcome-directed touch (Peck & Childers, 2003b). In a sense that the autotelic need for touch is a reflection of implicit motives, those who have a stronger autotelic need for touch are likely to have rich tactile sensation related to hedonic appreciation. On the other hand, as the instrumental need for touch is a reflection of explicit motives serving the function of representing conscious goals and duties (McCllelland, Koestner, & Weinberger, 1989), those who have a stronger instrumental need for touch are likely to have rich tactile sensation with respect to tactile properties that are related to utilitarian appreciation. So, it is suggested that stronger autotelic NFT is likely to the positive impact of virtual reality advertising on attitude toward VR ad. Finally, the present study's implications and future research directions are discussed.