In an attempt to theoretically investigate whether consumers' emotion as pursued in the process of consumption might change concretely by type of the self-consciousness consumers perceive, advertisements were divided in the present paper into the one that appeals to consumers' sentiments like pride or superiority felt when they consume goods and the other that appeals to affects like sense of belonging or bond. Efforts were made in this connection to find if the effects of the two advertisements upon product evaluation might be moderated by private or public self-consciousness.Based on the theoretic review of the relationship between consumers' type of self-consciousness and propensity toward agency-communion as well as the relationship between the latter and the consumers' emotion as pursued in consumption, advertisements were divided in this paper into the one that appeals to consumers' pride or superiority and into the other that appeals to sense of belonging or bond, and it was then assumed that the effects of the predicted emotion upon product evaluation of advertised goods in consumption might be moderated by type of consumers' self-consciousness. In the empirical analysis of the study, restaurants were chosen as subjects and experimental plans, and four groups were designed as follows: 2 (types of self-consciousness: private self-consciousness versus public self-consciousness) × 2 (types of advertisements: pride and superiority versus sense of belonging and bond). Propensity toward agency-communion was included in each group and measured individually. For this purpose, 320 college students majoring marketing were divided into 4 groups with 80 assigned to each group respectively and questionnaires prepared to fit each group were distributed to them with request to reply. The results of the empirical analysis are presented as follows: First, the stronger the private self-consciousness of consumers got, the more intensified their propensity to agency became while the stronger public self-consciousness of consumers got, the more intensified their propensity to communion became.Second, the analysis showed that consumers with propensity to agency would like to feel pride and superiority when consuming at restaurants whereas those with propensity to communion tended to have liking for sense of belonging and bond.Third, it was revealed from the analysis that, in the advertisements appealing to consumers' pride or superiority, the stronger their propensity to agency in consumption at restaurants got, the more pride or superiority they might feel. In the advertisements that appeal to sense of belonging or bond, on the other hand, the stronger propensity to communion consumers had, the more sense of belonging or bond they tended to feel. Fourth, in case of consumers who have private self-consciousness, there was no statistical difference at the level of 5% significance for evaluation of restaurants between the advertisements that appeal to pride or superiority and those that appeal to sense of belonging or bond, but there was difference at the level of 10% significance. In case of consumers with public self-consciousness, it was analyzed that at statistically significant level of 5% evaluation of restaurants was revealed better in the advertisements that appeal to sense of belonging or bond than in the advertisements appealing to pride or superiority.This study makes theoretical contributions in that it found difference in the propensity to agency and communion depending on the type of consumers' self-consciousness and that it divided advertisements into those of pride or superiority and those of sense of belonging or bond to find the moderating roles of self-consciousness type on the effects of the advertisement type on product evaluation. The study implied that marketers need to make advertisements that can appeal to sense of belonging or bond of the consumers with public self-consciousness and to make advertisements that can appeal to pride or superiority of the consumers with private self-consciousness.