The current study tried to examine how satisfaction/dissatisfaction could influence on the process of visualization of product advertised, and whether narrative advertising messages could impact the attitude changes. The result shows significant effect of narrative messages in attitude toward the ad and brand. Especially, for consumers with negative experiences, narrative advertising was more effective since they visualize their consumption with expectation-based status. Additionally, the study confirms that message strategy should be built with considering regulatory focus. For consumers with preventionbased motivations, memory-based visualization is needed. Thus, it is necessary to execute the strategy to reinforce the existing knowledge with finding the factors of satisfaction experiences. On the flip side, for consumers with promotion-based motivation, expectation-based visualization message strategy is necessary. Accordingly, emotional appealing creativity to imagine new functions and to have expectation is required. Especially, for consumers with high dissatisfaction, it is needed not to evoke avoidance behavior. Various promotion activities are recommended with considering their higher needs for cognition. The conclusion part suggests that following studies need to complement the experiment method in order to have enough level of visualization.