energy or money or expense to something,

花费了很多精力金钱和代价时
they are extraordinarily resistant to having it proven wrong.

他们就更不愿证明自己所做的是错的
Now, people have manipulated cognitive dissonance in all sorts of ways.

于是人们会产生多种形式的认知失调
And, for instance, hazing. Hazing is cognitive dissonance at work.

例如欺负新人欺负新人是应用认知失调
Fraternities and med schools and other organizations haze people.

兄弟会和医学院以及其他的一些组织会欺负新人
What they do is when people enter the group they humiliate them,

当有新成员加入时他们会羞辱他
they cause them pain,

让他们痛苦不堪
they cause them various forms of torture and unpleasantness.

他们会对其进行各种折磨让他们经历各种不愉快
Why? Well, because it's very successful at getting somebody to like the group.

为什么呢因为这能很成功地让人爱上这个组织
If I join a fraternity-- it is also by the way illegal

如果我加入兄弟会当然这是不合法的
so, but if I were to join a fraternity and they say,

但如果我加入兄弟会然后他们说
"Welcome to the fraternity, Dr. Bloom. Here. Have a mint,"

布鲁姆布朗先生欢迎加入兄弟会吃粒薄荷糖