Time delays in product consumption mean time disconnections between purchases and consumptions. This study was investigated the effect of time delay, construal level, and product type on consumer's product preference. The experimental design was composed of three-way completely randomized design like 3(time delay: no delay/short delay/long delay) X 2 (construal level: high/low) X 2(product type: utilitarian product/hedonic product). As experimental results, decrease of product preferences was looked less according to increases at time delay’s lengths in the case of high construal levels compared to low ones. In addition, preference on utilitarian products was lowered as much as time delay’s length was increased, and product preference was decreased according to increase of time delay’s length regardless of product type in the case of low construal conditions. Based on the results of this study, advertisement producers could increase consumers' purchasing intention if properly utilizing advertisement messages of igniting high or low construal level by referring to product types. Also, the point that each different effect can be brought to the marketing of utilizing time delays according to product types could provide an important implication to marketers.