"Cognitive dissonance theory explains human behavior by positing that people have a bias to seek consonance between their expectations and reality. According to Festinger, people engage in a process he termed "dissonance reduction," which can be achieved in one of three ways: lowering the importance of one of the discordant factors, adding consonant elements, or changing one of the dissonant factors. This bias sheds light on otherwise puzzling, irrational, and even destructive behavior."
I think it basically sums up the entire system wars, and explains why people here behave the way they do.
For example:
Expectation - X1 to be a superior next-gen console
Dissonance - X1 can't even run COD in 1080p (contrary to previously held believe)
Dissonance Reduction
Discrediting discordant factors - "1080p isn't essential at all. Resolution isn't important."
Consonant addition - "720p is better because every pixel will be of higher quality. And there's media playback, 4k movies, better online service, Kinect etc etc.
Changing dissonant factors - "Resolution is not a variable. Sales and a company's welfare is. Sony is losing money every month - hence their console must also suck. Alternatively, MS is still rich, hence their products must be superior."
Cows did it last gen, and now lemmings
Yeah, i know, I'm bored.
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