Buyer beware: Consumers in conflict may become victims to unwanted influence

ScienceDaily (2010-05-30) -- When products don't easily fit into our goals, we experience conflict. According to a new study, conflicted consumers are easily swayed by unwanted influences.

這篇文章提到的主軸：
作者著眼在行動的動機(motivation to act)，特別是 "regulatory goals" 這個"目的"之一類。

consumers become conflicted and are more likely to rely on the context of the decision to make their choice, instead of focusing on the value they might extract from the products themselves.
當二種商品矛盾時，消費者選擇時乃倚靠其發生的前後因果，而非物品本身所提供的價值。