We have all heard the famous aphorism that you never get a second chance to make a first impression. It was even a popular catchphrase for a shampoo brand for a while. Our basic human factors psychology tells us why this is indeed true. The first impression creates a schema in long term memory. Because it isn’t competing with preexisting structure, it forms relatively easily. But we don’t have any intentional forgetting mechanism or even an intentional changing mechanism. So the second chance has to fight against the first one over and over until it dominates through sheer force of volume.