Product’s common or unique features affect the consumer’s risk perception and information selection, leading to the risk dilution effect of convergence feature and the perceptual focus effect of divergence feature. The strength of the two kinds of effects is different with different levels of perceived risk, and it affects the attraction evaluation on the convergence product and divergence product, and then consumer’s decision difficulty is influenced. It is revealed that when an alternative with the same value feature is added to the choice set involving two alternatives with different missing value feature, the choice difficulty is reduced at whichever levels of perceived risk. The attraction of convergence product is more than divergence product at the high and medium levels of risk perception, and the difference is not significant at the low level of risk perception.