The present research investigates the interaction effects between timing of sales promotion usage and type of sales promotion message on consumer’s product purchase Intention. Specifically, using 2(timing of sales promotion usage: initial phase vs. later phase) X 2(type of sales promotion message: promotion message vs. prevention message) between-subjects factorial design, we test hypothesis. The results indicate that there is a significant interaction effect between timing of sales promotion usage and type of sales promotion message. That is, at the initial phase of sales promotion event when consumers recognize sales promotion benefits as potential gains, consumers show higher product purchase intention to promotion message(M=1.20) rather than prevention message(M=0.37). However, at the later phase of sales promotion event when consumers take benefits as potential losses, consumers show higher product purchase intention to prevention message(M=1.50) rather than promotion message(M=0.60). We judge that this research help to understand actual sales promotion situation, reflecting consumer’s context-dependent perception over time on sales promotion research.