中文摘要：

以目标理论为基础，文章通过实验验证了消费者对混合产品的评价存在两条路径——目标启发效应和目标稀释效应：当混合产品的基础产品是典型产品时，添加目标一致附加功能评价最好；当基础产品是非典型产品时，添加目标不一致附加功能的评价最好；当同样是添加目标一致功能，消费者对以典型产品为基础的混合产品评价，要高于以非典型产品为基础的混合产品的评价；而当同样是添加目标不一致功能，消费者对以非典型产品为基础的混合产品的评价，要高于以典型产品为基础的混合产品的评价。

英文摘要：

Based on goal theory, the authors try to prove the two paths of evaluation from the consumers on hybrid products with experiments： goal-inspired effect and-goal diluted effect. The results show that, when the basic product is a typical product, the attachment of a goal-consistent function will get better evaluation. When the basic product is an atypical product, the attachment of a goal-inconsistent function will get better evaluation. When a goal-inconsistent function is added to both, consumers give a higher evaluation on the hybrid products based on atypical products in contrast with those based on typical products.