This study explored the advertising message effect in terms of interaction between price discount rate and scarcity message. And it additionally analyzed the impacts of anxiety and situational involvement in COVID-19 era. To test hypotheses, price discount rate(low vs. high) × scarcity message(un-presented vs. presented) × situational involvement(low vs. high) 2X2X2 between-subject group design was implemented. The mediating effect of anxiety and controlled mediating effect of situational involvement were verified through PROCESS Macro. As a result of this study, statistically significant interaction between the price discount rate and scarcity messages was found and the moderating effect of situational involvement was also found on attitudes toward advertising and unplanned purchase intentions in the COVID-19 era. Specifically, when the level of situational involvement was high, the participants of high price discount rate and presentation of scarcity message showed favorable advertising effect on attitude toward advertising and unplanned purchase intention, and vice versa. The results revealed that anxiety mediates interaction effect between a price discount rate and a scarcity message, and that mediating effect of anxiety was controlled according to the level of situational involvement. This study tried to offer an opportunity to seek advertising execution strategies in an environment where anxiety is widespread and to provide useful practical guidelines for advertising marketing strategies.