The current research aims to explore the product choice differences between Chinese consumer conscious and unconscious interpersonal relationship goal pursuit. The results of our research suggest that interpersonal relationship goal-conscious Chinese consumers are more likely to choose the most goal-consistent alternative or goal-inconsistent alternative than interpersonal relationship goal-unconscious Chinese consumers, and interpersonal relationship goal-unconscious Chinese consumers are more likely to choose the acceptable alternative than interpersonal relationship goal-conscious Chinese consumers. Besides, our research investigated the difference between goal prime and semantic prime. In addition, we found the perceived value level of achieving the interpersonal relationship goal by consuming the alternative could moderate the differences in choosing alternative between interpersonal relationship goal-conscious Chinese consumers and the goal-unconscious Chinese consumers. As a result, to enhance the competitiveness of companies, we hope we can help companies more understand Chinese consumer's product choice in different choice conditions.