Ran across this older report on the subject of people's choices and how they will shift away from what they don't like, even if they talked themselves into it earlier.

"Why we don’t always know the true causes of our actions"

http://www.bbc.com/future/story/20130605-why-not-to-trust-your-gut-feeling

Participants were asked to evaluate five posters of the kind that students might put up in their bedrooms. Two of the posters were of art – one was Monet's water lilies, the other Van Gogh's irises. The other three posters were a cartoon of animals in a balloon and two posters of photographs of cats with funny captions.

Half the participants were asked to provide reasons for liking or disliking them.

The "reasons group" were seven times more likely than the control group to take home a cartoon/humorous poster. Sometime later though, researchers followed up and found that the "reasons” group was less likely to have put their poster up, less likely to have kept it up, less satisfied with it on average and were willing to sell it for a smaller average amount than the control group.

Sounds very familiar.