Consumers are motivated to approach pleasure and avoid pain. Achievement goals are associated with cheerful emotion and protection goal are associated with quiescence emotion. And the compatibility to link consumer's goal orientation with the types of emotion can be extended to link the types of emotion with the nature of the product attributes. Hedonic and utilitarian aspects of product attributes can also be psychologically linked with the types of emotion. According to the result, the appeal created by using restaurant attribute induces positive emotions different between the types of attributes which have a strong influence on restaurant appraisal. That is, the appeal by using hedonic and performance attribute makes consumers feel cheerful rather than quiescence. In addition, the appeal by using reliability attribute makes consumers feel quiescence rather than cheerful. Also this cheerful emotion has more positive influence on restaurant appraisal than quiescence emotion does when appealed by using hedonic and performance attributes. And quiescence emotion has more positive influence on restaurant appraisal than cheerful emotion does when appealed by using reliability attributes.