In this study, the message attitude and purchase intention of consumers according to individual construal level, the individual variables, and the message type and the temporal distance, the contingent variables, has been verified. The experiment results revealed significant three way interaction at the construction level, message type and temporal distance. The analysis of interaction for the construction level and the message type according to the temporal distance showed that the interaction occurred at a long distance and the respondents with high construction level revealed more favourable attitude to the message stressing ‘why’, while the respondents with low construction level revealed more favourable attitude to the message stressing ‘how’. At a short distance, no interaction occurred and both respondents with high and low construction level revealed more favourable attitude to the message stressing ‘how’. In the experiment for purchase intention, same results as those in the attitude study were attained, i.e., in case the tendency matches the status, the preference to message is in agreement with the construction level while in case the tendency doesn't match the status, the low level respondents were not affected by the status and the high level respondents were affected by the status.