The idea was developed by the social psychologist Leon Festinger and it's called "Cognitive Dissonance Theory."
这个理论由社会心理学家Leon,Festinger提出的，被称为“认知失调理论”。
According to Festinger s cognitive dissonance theory, peoples cognitive system has a tendency to keep consonance.
费斯汀格认知不协调理论认为，人的认知系统有保持协调一致的倾向。
And what Festinger was interested in was the idea that what happens when people experience an inconsistency in their heads.
令Festinger感兴趣的是，当人们心理活动，产生不一致时，会怎么样。
Festinger argued that when beliefs come into conflict with reality we think up explanations that shape reality to our beliefs, rather than vice versa.
费斯汀格认为，当我们的信念与现实相冲突时，我们会想出办法改变现实去坚定印证信念，而非反过来。
It was the moment Festinger had been waiting for: How would people so emotionally invested in a belief system react, now that it had been soundly refuted?
这是Festinger一直等待的时刻：当人们全身心投入的一个信仰体系被彻底否定时，人们会有什么反应？
Recently Festinger (1957) proposed a theory concerning cognitive dissonance from which come a number of derivations about opinion change following forced compliance.
最近Festinger提出了一个关于认知失调的理论，由被迫屈从所带来的一系列认知失调导致的观点改变及相关表现。
According to social psychologist Leon Festinger, we re-evaluate the options postchoice to reduce the tension that arises from making a difficult decision between equally desirable options.
根据社会学家里昂·费斯廷格的说法，我们对做过选择的选项重新评估，以减少在在相同渴望度的选择中做出困难决定的紧张感觉。
According to social psychologist Leon Festinger, we re-evaluate the options postchoice to reduce the tension that arises from making a difficult decision between equally desirable options.
根据社会学家里昂·费斯廷格的说法，我们对做过选择的选项重新评估，以减少在在相同渴望度的选择中做出困难决定的紧张感觉。
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