資訊回饋意即廠商針對消費者商品使用狀況的指正、建議、讚許或鼓勵。我們認為在商品類型不同的情況下，資訊回饋對消費者造成的影響會有所不一。因此，本研究將探討在面對不同商品的情況之下，消費者得知資訊回饋後對商品的評價高低。結果發現，得知正向(vs. 負向)回饋的消費者對於享樂品有較高的評價；而得知負向(vs. 正向)回饋的消費者對於實用品有較高的評價(實驗一)。我們更排除了可能因為商品呈現方式不同而導致的反轉效果，透過實驗證明，無論廠商是共同或分開呈現商品，在不同商品類型的情況下，資訊回饋對商品評價的效果不會改變(實驗二)。此外，我們也發現當消費者在聽取資訊回饋後，將會產生不同傾向的暫時性規範焦點，進而依據商品類型而有不同的評價傾向(實驗三)。最後，本研究加入產品知識因子，更細部地去探討在個人特質與商品類型不同的情形下，資訊回饋對於商品評價的消長效果(實驗四)。

Information feedback, which is sent to consumers by firms, contains correction, sug-gestion, praise or encouragement about the way consumers use the product. We posit that the effect of information feedback on consumers’ responses is contingent on the product type. Thus, our research aims to investigate how consumers evaluate different kinds of products after receiving the information feedback. According to the results, when the product is hedonic, positive feedback will make consumers have better product evaluations comparing to negative feedback. On the contrary, negative feed-back can make consumers have higher evaluations on utilitarian products in compari-son to positive feedback (Study 1). In addition, we rule out the phenomenon of pref-erence reversal caused by different evaluation modes. The results show that no matter products are showed separately or jointly, the effects of feedback on product evalua-tion will not change (Study 2). We also find that after receiving positive or negative information feedback, consumers will activate different kinds of regulatory focus which will influence consumers’ product evaluations depending on product types (Study 3). Finally, we added product knowledge as an additional factor to further dis-cuss how information feedback affects consumers’ product evaluation toward differ-ent products (Study 4).

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