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  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.

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