The purpose of this study is to know how the coexistence of positive and negative emotion in consumer mind are done influence on the consumers attitude and behavior for target. This study found two keynote. The first, the self-report about advertising message is influenced by the consumer's having the deep belief. And the higher 'the concentration of psychological interest upon the self' 'the concentration of psychological interest upon the self', the deep belief can be a clue of vitalizing the heuristic system. The second is that advertising message attitude and intention of purchase are influenced by the level of belief discrepancy. At that time, the variable of 'the concentration of psychological interest upon the self' works as the moderating variable. And the superiority complex and privileged sense are the most effective among the composition of 'the concentration of psychological interest upon the self'. The advertiser needs to establish the belief and pursuing value of consumers for effective communication. And it will be based advertising message. The advertising message must induce consumer's the superiority complex and privileged sense if you want to effective communication with consumers.