As market competitiveness grows, more and more multifunctional products are developed to increase brand competitiveness by providing additional features. Multifunctional products provide not only primary features (e.g. broadcasting function of radio) but also secondary features (e.g. Time function of radio). Based on the Construal Level Theory, we explored how the consumers represented the primary features and secondary features of multifunctional products (Study 1). The findings showed that the primary features of the multifunctional product were represented as highconstrual level by consumers, whereas the secondary features of the multifunctional product were represented as lowconstrual level. Then we investigated the effect of psychological distance (temporal and social distance) on consumers evaluations for multifunctional products (Study 2 and Study 3). The results showed that participants under distant temporal distance (far social distance) reported higher evaluations for the products with dominant primary features than participants under near temporal distance (close social distance). However, participants under near temporal distance (close social distance) reported higher evaluations for the products with dominant secondary features than those under distant temporal distance (far social distance). The results indicate that the psychological distance influence consumers evaluations for multifunctional products, and there are evaluation differences between products with dominant primary feature and products with dominant secondary feature.
