This study aims at figuring out intention to participate in building a nation brand (in this study the Korea nation brand) according to situational factors (time or money priming) by categorizing message appeal types into self-oriented one focusing on personal benefit and other-oriented one stressing out public benefit in the situation that the importance of a public brand such as the nation brand is addressed out to the public. Recently, studies on time or money priming as situational factors for decision-making have been actively conducted (Vohs, Mead, and Goode 2006; 2008; Mogilner and Aaker 2009; Mogilner 2010). Since time or money priming influence individual’s pursuit of goals and recognition of relation with the object in decision making situations, message appeal types (self-oriented or other-oriented) in the time or money priming condition will have differential effects on intention to participate in building the nation brand. When people think of money and, thus, their goals, they will be influenced more by self-oriented messages. In contrast, when people think of time and, thus, relationships with others, they will be influenced more by other-oriented messages. Statistical analysis showed an interaction effect between a message appeal type and priming (time or money). Money priming raised a feeling of personal self-sufficiency and made subjects concentrate on pursue of benefit (Vohs, Mead and Goode 2006; 2008), while time priming made him or her focus on recognition of relationship with others (Mogilner and Aaker 2009; Mogilner 2010). For self-oriented message, when subjects were goal oriented in the money priming condition, the intention to participate in building the nation brand was higher, compared to when they were thinking of relationship with others in the time priming condition. Meanwhile, for an other-oriented message, time priming showed higher intention to participate in building the nation brand than money priming. Additionally, the effect of message appeal type and priming effect according to individual public self-consciousness on intention to participate in building the nation brand was studied. When receiving a self-oriented message to people with higher public self-consciousness, subjects in the money priming condition showed higher intention to participate in building the nation brand than those in the time priming. On the contrary, if other-oriented message was suggested, time priming led to higher intention to participate in building the nation brand than money priming. In cases of lower public self-consciousness, there was no difference in the intention to participate in building the nation brand between two message appeal types or between two priming types of money and time. People with higher public self-consciousness showed very high intention to participate in building the nation brand with an other-oriented message compared to the same nation brand with self-oriented message, by focusing on more relationship with people, compared to people with lower public self-consciousness.