曾經有一位短文作者William Somerset Maugham提到說：「在這世上有一件很不幸的事，那就是捨棄好的習慣永遠比捨棄壞的習慣來得容易」。人們長久以來根深蒂固的習慣總是反映出人們自己的個性，理所當然，這些習慣是難以被改變的，要改變人們的這些習慣通常是需要強而有力的誘因及刺激的。
本篇研究的目的是為了分析我們如何利用心智模擬(Mental simulation)的概念去改變並影響消費者對於環保行動(Environmental activity)以及環保產品(Eco-friendly product)的偏好。在實驗一中，我們特別著重於如何說服消費者去實行較有效但較困難的環保行動，而實驗二中，我們則是著重於如何說服消費者購買較有效但較昂貴的環保產品。
在這兩個實驗中，我們不只是證明調節焦點(Regulatory focus)、時間距離(Temporal distance)以及心智模擬對於說服人們改變根深蒂固習慣的影響，同時也觀察人們對於環保行動及環保產品的偏好之間有什麼樣的關係。因此，在這份研究中，我們的每個假說都將分成a跟b兩部份，分別代表我們對實驗一以及實驗二所做出的推論假說。

“An unfortunate thing about this world is that the good habits are much easier to give up than the bad ones,” said English short-story writer William Somerset Maugham. People’s deep-seated habits reflect their personality and hard to change. Need some intensive motivations to guide people changing their own habits.
The purpose of this research is to analysis how the consumers with different mental simulation react their preference to the environmental activity and eco-friendly product under different conditions. We focus on how to persuade consumers to do more efficient but more difficult environmental activities in experiment 1, and how to persuade consumers to buy more effective but more expensive eco-friendly products in experiment 2.
Across two experiments, we not only want to show the influence of regulatory focus, temporal distance, and mental simulation on persuading people willing to change their deep-seated habits, but also want to observe the relationship between environmental activity and eco-friendly product. Therefore, each hypothesis we proposed had divided into two parts, part (a) and (b) respectively represent experiment 1 and 2 we want to test.

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