This study was trying to measure consumers' affect using facial EMG which represents affective valence in indexes of psychophysiological response and examined presumption that brand reputation, product quality and facial EMG responses influence cognitive evaluation such as product attitude, purchase intention and WTP(Willing To Pay). 83 females participated in experiment designed brand reputation 2(high/low) × product quality 2(high/low) and results are as follows. First, we found that the interaction effect between brand reputation and product quality was only significant on zygomaticus major muscle area. Secondly, 3-way interaction effect among brand reputation, product quality and facial EMG responses was significant on product attitude, but it was marginally significant on purchase intention and WTP. It was meaningful that we not only measured affect which the consumer is unable to be consciously aware using psychophysiological response but also investigated that it impact on evaluation by self-reporting survey. And the present results provided implication for strategy of brand management and experience marketing.