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With mass-market production electric vehicles (EVs) finally hitting the market, some people are taking the time to look at what motivates buyers to consider purchasing a battery-powered auto instead of just a regular old gas burner. High price tags can deter many potential EV buyers, but is the act of selecting a plug-in vehicle a rational choice that's likely to be influenced by price or a commitment to save the environment? Well, Dan Ariely, professor of Psychology and Behavioral Economics at

2010 Toyota Prius – Click above for high-res image gallery