The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in
their lives and that a state of tension is created when beliefs or behaviors conflict with one another. A state of dissonance
occurs when there is a psychological 39 between two or more beliefs or behaviors. It often occurs when a consumer
must make a choice between two products, both of which usually possess both good and bad qualities. By choosing one
product and 40 , the person gets the bad qualities of the chosen product and loses out on the good qualities of the
unchosen one. This 41 creates an unpleasant, dissonant state that the person is motivated to reduce. People tend to 42 themselves, after the fact, that the choice they made was the smart one by finding additional reasons to support the
alternative they chose, or perhaps by “discovering” 43 with the option they did not choose. Thus the arising conflict
is resolved through cognitive dissonance reduction, a process whereby people are motivated to eliminate unpleasant
tension 【題組】41 (A) belief (B) loss (C) reduction (D) quality
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