Dissonance theory predicts consumers experience cognitive dissonance when product expectation deviates from product performance. To reduce this disparity and alleviate psychological discomfort the consumer is likely to bring expectations in line with product performance. This statement has been contested and some evidence against is given in a classic paper showing that attitudes tend to further polarize when the conflicting information falls outside of the individual's latitude of acceptance. That is, if the performance is too poor the product will simply be rejected and the consumer will like it even less.