Abstract：Based on 3 studies, the authors examined the role of product(dynamic and static) presentation and product type in consumer’s product evaluation. Study 1 and Study 2 found that compared to dynamic presentation, static presentation reports higher scores in consumer’s evaluation under search product; and to static presentation, dynamic presentation reports higher scores in consumer’s evaluation under experience product; In study 3,the authors found that relational processing has a mediation effect between dynamic presentation and consumer’s evaluation; item-specific processing has a mediation effect between static presentation and consumer’s evaluation.
2017, Vol. 14 
