This article explained the reason that brand's flaw make influence on consumer's preference change based on the theoryofcognitivedissonance.
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。
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Psychologists use a theory known as "cognitivedissonance" to help explain the persistence of booms and busts. It means most of us feel anxious when faced with conflicting beliefs.
Recently Festinger (1957) proposed a theory concerning cognitivedissonance from which come a number of derivations about opinion change following forced compliance.