Abstract: Two experiments are applied to explore how decision base influences consumers' preference for attributes alignability. We find that when priming calculation-base, consumers relatively pay more attention to alignable attributes, and they are likely to select and pay more for alignable superior option; while when priming feeling-base, consumers relatively pay more attention to nonalignable attributes, and their selection tendency and paying willingness for nonalignable superior options are higher (experiment 1). This interaction is influenced by the type of product attributes, as the attributes alignability decreases, consumers are incline to lower their selection tendency and premiums paying for function dominant products. However in the same context, consumers are more likely to choose the product with experiential dominance, as well as increase their premiums paying willingness (experiment 2).

Key words: attribute alignability, decision base, attribute type, structural alignment theory