This article explained the reason that brand's flaw make influence on consumer's preference change based on the theory of cognitive dissonance.
本论文基于认知失调理论来审视品牌缺陷对消费者品牌偏好所造成的影响。
Psychologists use a theory known as "cognitive dissonance" to help explain the persistence of booms and busts. It means most of us feel anxious when faced with conflicting beliefs.
心理学家用一个叫“认知失调”的理论来解释市场繁荣和萧条的持续性，意思是说我们在面临与信仰冲突的时候会感到焦虑，因此，为了减缓这种感觉，我们倾向于相信那些正好支持我们所想的新信息。
Psychologists use a theory known as "cognitive dissonance" to help explain the persistence of booms and busts. It means most of us feel anxious when faced with conflicting beliefs.
心理学家用一个叫“认知失调”的理论来解释市场繁荣和萧条的持续性，意思是说我们在面临与信仰冲突的时候会感到焦虑，因此，为了减缓这种感觉，我们倾向于相信那些正好支持我们所想的新信息。
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