Based on the structural alignment theory and self-construal theory, the study was performed to examine how consumer processing (satisfaction and cognitive response) and product preference are formed and how consumer self-construal moderates this. More specifically, study 1a and 1b were conducted to see if processing satisfaction and cognitive response of independent vs interdependent self participants differ between products composed of alignable or nonlignable attributes. In study 2, participants were presented with alignable-better and nonalignable-better products and their choice was analyzed. Results of study 1a and 1b show that, in alignable attribute condition, interdependent self participants tended to be more satisfied and produced significantly more cognitive responses about alignable attributes than independent self participants. Study 2 found that interdependent self participants chose alignable-better option much more than nonalignable-better option whereas independent self participants chose nonalignable-better option more than alignable-better option. Implications and further research on the role of alignabillity and self-construal were discussed.