有時候消費者受到一個產品的吸引，但是這個產品有一項重要的屬性低於一般性期望。先前研究顯示消費者對於產品的認知和偏好有享樂性和實用性兩個面向。依據此觀點，本研究探討當消費者面對兩個選擇（產品項目是高實用性並且高享樂性的數位相機），一個是高實用性但是享樂屬性低於一般期望，另一個則是高享樂性但是實用屬性低於一般期望，他們是否會感到難以取捨? 結果顯示這樣的情況超過一半的消費者會感到難以決策。
數位相機是高享樂性並且高實用性的產品，因此，我們假設不管是針對高實用性或是高享樂性的數位相機採取享樂性或是實用性訴求都可以有效減少無法決策的情況。結果顯示，除了針對高實用性的產品進行享樂性訴求沒辦法降低無法決策的情況之外，其他三組無法決策的情況都顯著降低。透過本實驗的結果，本研究期望能對學術以及實務方面提供一些建議。

Consumers sometime attracted to certain products with one attributes below general expectation. Previous researches have shown that consumer perceptions and preferences have both hedonic and utilitarian dimensions. According to this view, this research attempt to explore when consumers face two option（digital camera— perceived to be high in both utilitarian and hedonic dimensions）, one is high in utilitarian dimension but with hedonic attribute below general expectation, another is high in hedonic dimension but with utilitarian attribute below general expectation，whether they feel difficult to make trade-off or not? The result revealed that over half of consumers felt difficult to make trade-off in the situation aforementioned.
Digital camera is perceived to be high in both hedonic and utilitarian dimension, therefore, we hypothesize that aim on hedonic or utilitarian appeal of one seen superior on either dimensions are effective to decreasing the decision difficulty situation. Result revel that except aiming on the value-based appeal of the utilitarian product is not effective, other three groups（appeals vs. products）are effective. Through the results of the experiment, this research hopes to provide some insights for both academic field and real business world.

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