The purpose of this research is that exploring the impact of attribute manipulability on consumers’ preference. Attribute manipulability means that the attribute which can be manipulate optionally attribute's operation. Specifically, we expect that attribute manipulation has a positive impact on consumers’ evaluation. When consumers are able to manipulate attribute by hand, they are more likely to prefer a product than when they are not. According to prior research, confirmation bias and illusion of control may influence consumers’ biased evaluation in this context. However, the effect of attribute manipulation on consumers’ preference can be moderated. We expect that when quantitative specification is presented with the information about the attribute manipulability, there will be no significant differences in the consumers’ preferences between two groups(e.g., the present vs. absent of the attribute manipulability). This is because consumers tend to use the diagnostic information which can be found, as a result, they are more likely to use attribute's quantitative specification as the diagnostic information rather than attribute manipulability in their product evaluation. Consequently, we expect that attribute's quantitative specification will moderate the effect of the attribute manipulability on consumers’ preference. To test our hypotheses, we conducted an experiment with 2×2 between-subject factorial design. We make POP ads which are manipulated two variables(e.g., the attribute manipulation and the attribute's quantitative specification). We expect that the positive effect of the attribute manipulability on consumers’ preferences will be diluted when the information about the attribute's quantitative specification is present.