This paper studies the mechanism of how handmade clues influence product quality evaluation．Three experiments conducted by the research find that: 1) consumers consider handmade clues as symbols of higher product quality than machine-made cues，indicating that handmade effects exist; 2) the above-men-tioned handmade effect is mediated by affective responses and cognitive associations; 3) the display fixtures moderate the influence of handmade clues on affective responses and cognitive associations compared with machine-made clues，and moderate the mediating effects of affective response and cognitive association on handmade effects; 4) consumers may attach a higher quality to handmade products in the separate evaluation model ( i． e． ，when handmade products are displayed by themselves) relative to the joint evaluation model ( i． e． ，when handmade and machine-made products are displayed together) ． The conclusions of this study may be helpful to improve the handmade effect theory，and improve enterprise’s handmade product marketing．