According to action identification theory, individuals differ in how they represent their actions. The same action might be identified at a lower level and at a higher level. Lower level identities specify how the action is performed, whereas higher level identities signify why or with what effect the action is performed. This study was designed to verify effects of the message level and the action identification level(AIL) on consumer's response toward advertising. The findings of this study showed that congruity of respondent's AIL and the message level significantly affect advertising effectiveness(attitude toward advertising and product, purchase intension). The respondents with high AIL revealed more favourable attitude to the message stressing ‘Why’, while the respondents with low AIL revealed more favourable attitude to the message stressing ‘How’. Consumers use credit cards in buying products or services and influenced by installment period. This study investigated how the effect of message level on consumer's response toward the advertising is influenced by installment period. We couldn't find the direct effect of installment period and two way interaction effect at the message level and installment period. But the experiment results revealed significant three way interaction at the message level, AIL, and installment period. The respondents who had a low level of AIL were affected by the message stressing ‘how’ and shot installment period, the respondents who had a high level of AIL were affected by the message stressing ‘why’ and long installment period. Lastly, we discussed theoretical and managerial implications, and suggested the directions of future study.