When consumers would purchase a product/service, either they would search favorable product/service themselves or they would compare several product alternatives for purchasing more valuable product. Prior marketing research had been categorized to various products, have been investigated characteristic and consumer’s decision-making according to types of product. The present research are investigated how to mind-sets influence on choice of product alternative within utilitarian product and hedonic product and then it identify that why this effect is occurred. This research consist of three experiments. First, participants were took place task to would be activate either preference mind set or comparison mind set on each experiments. Then, they were introduced to ostensibly unrelated product choice tasks in which they could choose one of the product alternatives available in the choice set, utilitarian product and hedonic product. Results indicated that participants in preference mind set conditions were significantly most likely to choose hedonic product more than utilitarian product. In contrast, participants in comparison mind set conditions were most likely to choose utilitarian product more that hedonic product. This effect was evident regardless of whether how to mind-sets were manipulated by the real products(experiment 1,2) or general objects such as animals, flowers(experiment 3) and regardless of whether types of product were presents by simultaneously(experiment 2,3) or sequentially (experiment 1,3) two choice alternatives available. But this effect was not appeared whether attent to different types of product by mind sets(experiment 3) or difference to present evaluation mode(experiment 1,2,3). These and other results suggest that the effect which choice of different types of product by types of mind sets, consumers who would activated specific mind-sets would achieve specific mind-sets so that would search the appropriate product within hedonic product and utilitarian product. Theoretical and managerial implications of findings are discussed.