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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.
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Received: 10 November 2016
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2017, Vol. 14 
