Distribution dealers use tensile price claims to instigate the relatively low consumer’s willingness to purchase stemming from continuous economic depression. Tensile price claim is defined as the claim that offers ambiguous discount rate. It consists of maximal price claims that emphasize the potential maximum discount rate and minimal price claims that guarantee the minimum discount rate. As maximal price claims and minimal price claims focus on different aspects, consumers assess each claim differently. For example, maximal price claim overestimates the offered discount rate but perceives the uncertainty of discount rate realization. On the other hand, minimal price claim underestimates the offered discount rate but guarantees the certainty of discount rate realization. In this regard, maximal price claims and minimal price claims are different types of advertisements based on the size of the discount rate and the level of certainty in realizing the proposed discount rate. Therefore, the effects of each claim are dependent on the weights of the two different criterion. As a result, this research assumes that the effect of each claim can be varied depending on temporal contexts, influenced by the consumers’ preference of the criterion weights. Based on this frame work, study 1’s result expects that the consequence of each type of tensile price claims would be varied as consumer’s preference of the discount rate and the level of certainty in proposed discount is affected by the timing of discount. Through Anova analysis of tensile price claims of maximal and minimal price and the timing of the discount, we have examined that in the case of maximal price claims, the consumer’s willingness to purchase is high when the timing of the discount is that of the future. In the case of minimal price claims, however, the consumer’s willingness to purchase is high when the timing of the discount is that of the present. In study 2, we wanted to confirm that even when the timing of discount are equal, the amount of time the consumer takes to put his intention to purchase in action may differentiate the effects of the tensile price claims. Through Anova analysis of tensile price claims of maximal and minimal price and the term of the discount, we have examined that in the case of maximal price claims, the consumer’s willingness to purchase is high when the term of the discount is long. In the case of minimal price claims, however, the consumer’s willingness to purchase is high when the term of the discount is short. This research has theoretical implications to extend the existing tensile price claims with certainty effect and has a meaningful implication to provide marketers with practical insights to tensile price claims.