Previous research about context effect found that consumer choice behavior under the same choice set with same and different attributes is completely opposite, which left unresolved conflict for consumer choice research about it. The study puts the perceived risk and product category into integrated research framework through situational simulation experiment, in order to study consumer choice behavior about same and different attributes from the aspects of perception, risk aversion and utility integrally. It is revealed that consumer choice of products with convergence feature at high perceived risk is significantly more than that of the lower perceived risk, and it is just opposite to that at the lower perceived risk. At the same time, the perceived risk and product category have an interaction with consumer choice, in the case of consumer choice of utilitarian products at high perceived risk, consumers tend to choose products with convergence feature; For the hedonic products at lower perceived risk, consumers prefer to make divergent choices; The difference is not significant in the other cases. The research conclusion bridges the contradiction between feature convergence effect and perceptual focus effect, and it provides an important reference for the choice of the same and different strategies of the enterprises.