網路時代的蓬勃發展使數位廣告充斥於我們的生活中，廠商在投放廣告時若能針對消費者類型精準投遞訊息，將能提高廣告投放效益。因此本研究旨在探討樂觀與悲觀消費者這兩種類型的消費者在面對不同的心理模擬廣告訊息時，對於廣告的態度是否會有所不同。研究結果發現，樂觀消費者在面對結果導向廣告訊息下會比過程導向廣告訊息產生較佳的廣告態度；悲觀消費者在面對過程導向廣告訊息下會比結果導向廣告訊息產生較佳的廣告態度（實驗一）。接著，我們加入消費者賦權的變數發現，當樂觀消費者在感受到的賦權程度較高時，面對結果導向廣告訊息會比過程導向廣告訊息產生較佳的廣告態度；當悲觀消費者在感受到的賦權程度較低時，面對過程導向廣告訊息會比結果導向廣告訊息產生較佳的廣告態度。樂觀消費者在感受到的賦權程度低時與悲觀消費者在感受到賦權程度高時，心理模擬對廣告態度的效果則皆不會存在（實驗二）。

Due to the vigorous development of the Internet era, digital advertisements are glutted with people's lives. If firms can accurately deliver messages according to the consumer type when releasing advertisements, it may improve the effectiveness of advertising. Therefore, the main purpose of current research is to distinguish the different effect between consumer type and mental simulation message on advertising attitudes. We find that optimistic consumers will have more positive advertising attitudes when they see outcome-focus messages than process-focus messages. On the other hand, pessimistic consumers will have more positive advertising attitudes when they see process-focus messages than outcome-focus messages (Study 1). Further, we add consumer empowerment as an addition factor to focus on the relationship between consumer type, consumer empowerment, and mental simulation. When optimistic consumer with higher degree of empowerment, they will have more positive advertising attitudes when they see outcome-focus messages than process-focus messages. On the other hand, when pessimistic consumer with lower degree of empowerment, they will have more positive advertising attitudes when they see process-focus messages than outcome-focus messages. However, there is no significant effect of mental simulation on advertising attitudes when optimistic consumer with lower degree of empowerment and pessimistic consumer with higher degree of empowerment (Study 2).

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