There is theory and research
Posted by: Dr_Disco on Oct-09-12 5:20 PM (EST)
Google "dissonance theory". For example, there is research that shows that when people buy a new car they read literature afterward that supports their purchase. It is a perfectly reasonable and a long supported idea in psychology that people avoid dissonant cognitions (I bought this expensive boat and it paddles like shit). So it is not just enthusiasm that results in 10's.