Test Dynamics of irrational decision-making

QUESTION 1: What caused the internal conflict in the example from the text?

That maintaining liquidity and profitability is always logical
They appreciate having harmful options removed because their willpower often falters
They prefer options that increase immediate temptation
That giving in to impulses is rare and exceptional

That consumers never give in to impulses
That should only maximize short-term profits
That post-purchase guilt does not affect consumer confidence
Which should facilitate beneficial decisions to protect the consumer and build mutual trust