This research examines the factors that can affect the preference between brand-superior alternative and attribute-superior alternative and its underlying processes. Putting alternative relatively superior in brand status compared to product attribute into brand-superior alternative and alternative relatively superior in product attribute compared to brand status into attributesuperior alternative, we predict that consumers' consumption goal(hedonic vs. utilitarian) and regulatory focus(promotive vs. preventive) may affect the consumers' preference between them. Specifically, it is hypothesized that consumers with hedonic goals prefer brand-superior(vs. attribute-superior) alternative, whereas consumers with utilitarian goals prefer attribute-superior (vs. brand-superior) alternative, and that this effect is mediated by relative importance of brand(vs. attribute). Furthermore, we predict this effect is sequentially mediated by decision making mode and relative importance of brand(vs. attribute). In addition, it is hypothesized that when consumers have promotive(vs. preventive) regulatory focus, the preference for brand-superior(vs. attribute-superior) alternative is increased(vs. decreased), and that this effect is directly mediated by relative importance of brand(vs. attribute) in the sequential mediation model. To test our hypotheses, we conducted two experiments with use of laptops(brand-superior alternative: Apple, attribute-superior alternative: HP). The results of experiment 1, achieved by using a one-factor(consumption goal) two-level(hedonic vs. utilitarian) between-subjects design, supported our predictions that the preference for the Apple(vs. HP) laptop, i.e., a brand-superior(vs. attribute-superior) alternative, is increased when consumers have hedonic (vs. utilitarian) consumption goals, and that the relative importance of brand(vs. attribute) mediates this effect. Furthermore, this was eventually serial multiple mediating effects of decision making mode and relative importance of brand(vs. attribute). In experiment 2, we used a 2(consumption goal: hedonic vs. utilitarian) x 2(regulatory focus: promotive vs. preventive) between-subjects design and confirmed that consumers with promotive(vs. preventive) regulatory focus prefer brand-superior alternative(i.e., Apple laptop) to attribute-superior alternative (i.e., HP laptop), and that unlike consumption goal effect, this effect was directly mediated by the relative importance of brand(vs. attribute) in the sequential mediation model. Finally, the theoretical and managerial implications of the results are discussed and the limitations and directions for the future research are suggested.