Abstract vs. Specific

A typical consumer:

Is the environment important to you?  Yes

Do you buy disposable diapers for your infant?  Yes
Do you ride your bike to work?  No
Do you drink bottled water?  Yes

Consumers may think of themselves in a certain way at a high level of abstraction, but their actions and thoughts may appear hypocritical when confronted with the more concrete trade-offs (e.g. convenience, cost, time, quality) of more specific decisions.  When reading research reports, designing consumer surveys, and developing businesses keep this lesson in mind.