From the Vault: The Toaster Not Taken
Stuff To Blow Your Mind
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The Skunk Cost Fallacy in Ice Cream
Cognitive dissonance is a theory that your brain simply changes its beliefs about what you prefer. When forced to choose between two options, s for which you see roughly similar amounts of pros and cons, it creates one of these mildly stressful states of cognitive dissonance. This un omfortable state has a name: buyers remorse.
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