The purpose of this study is to extend the focus on dual function product and product attributes in consumer psychology with considering two concept, impulse buying tendency and mood. The effect of these variables on brand attitude and advertising attitude was examined. The experiment results revealed a significant two way interaction between product attribute appeal and mood for both brand attitude and advertising attitude. Also, there was a significant three way interaction of product attribute appeal, impulse buying tendency and mood for brand attitude. To be specific, this study showed that consumers in positive mood prefer utilitarian attribute appeal to hedonic attribute appeal, and consumers in negative mood prefer hedonic attribute appeal to utilitarian attribute appeal. Also, in both negative and neutral mood state, consumers with high impulse buying tendency had favorable brand attitude when the advertisement focused on hedonic attribute appeal. The implication of this study are as follow. First, this study integrated the relationship between impulse buying tendency and mood on the product attribute appeal. Second, the results in this study can be developed in the marketplace. That is, marketers can advertise dual function products differently with considering consumer's tendencies or situations. Lastly, it implies that the advertisement should consider advertising contexts. Advertiser or media planners can identify mood caused from preceeding program in order to put proper advertisements.