當代使命型儒商懷抱貢獻社會的理想，卻面臨資本主義激烈的市場競爭，他們究竟如何看待義利兩難之困境？本研究從心理學角度探討三位傑出使命型儒商的義利觀。結果顯示，依據「認知失調理論」，其心理結構潛在兩種認知失調：(1)相信人「義利兩需」，但要求自身動機「以義制利」；換言之，有利需卻抑利心，需求信念和動機價值觀之間失調；(2)要求自身動機「以義制利」，但在行為上卻「以義主利」；換言之，節制利心但必須採利行，動機價值觀和行為之間失調。面對上述心理矛盾，他們發展出辯證因果觀，根據「期望理論」應有助心理一致性之達成：(1)相信「以義生利、利不生利」，也就是義心能帶來利果，有助化解需求信念和動機價值觀之間的矛盾；(2)相信「以利生義」，也就是利行所帶來的利果可用以產生義果，有助化解其動機價值觀和行為之間的矛盾。綜上所述，使命型儒商若能從直線因果觀轉換成辯證因果觀，將有助其從「義利兩難」困境邁向「義利合一」之境界。

Just as capitalism brought about fierce market competition, contemporary Confucian missionary entrepreneurs face an intense dilemma between value and instrumental rationality. Few researchers have examined their inner conflict or explored mechanisms for achieving psychological consistency. We applied cognitive dissonance theory and expectancy theory as a framework for evaluating our qualitative research findings. We found that Confucian missionary entrepreneurs tend to face cognitive dissonance between their values, beliefs, and behaviors. However, their native cultural belief system enables them to transcend the dilemma between value and instrumental rationality, thereby achieving psychological consistency.