中文摘要：

文章从属性同异线索切入,通过分析消费者的推断和情绪过程,分别从风险稀释和后悔规避角度探讨属性趋同效应的内在机理,揭示出在高感知风险情形下属性趋同产品的感知风险低于属性趋异产品,属性趋同产品的预期后悔程度低于属性趋异产品,从而使风险稀释和后悔规避驱动消费者在高感知风险情形下选择属性趋同产品,形成属性趋同效应.

英文摘要：

Feature convergence effect is a new form of context effect,whose internal mechanism is discussed from the perspective of risk-dilution and regret –aversion,through the analysis of consumer inference and emotional process,from the clues of similarities and differences of features.In the case of high perceived risk,the paper reveals that,perceived risk and anticipated regret of feature convergence products is lower than that of feature divergence products.Then due to the driven factors,risk-dilution and regret-aversion,in the case of high perceived risk,customers prefer feature convergence products,not the feature divergence feature product as perceptual focus effect shows,which is called feature convergence effect.