Geforce GTX 770 fans keep spinning up

I just exchanged my Geforce GTX 580 for a Zotac GTX 770 4 GB. Now from the moment on when Windows switches to Full HD while booting, it keeps spinning up one fan first, then the other, then both get quiet and the cycle starts again. I have the newest driver, 364.72, and I tried to change fan speed settings in MSI Afterbuer, but it didn't change anything.

These are the MSI Afterbuer diagrams which show how the fans keep spinning up while I changed the fan speeds from "auto" to "100%" and then back to auto with factory settings:

The temperature was at 25° C all the time and no other program was running. The only time when it didn't continuously spin up and down was when I set it to 100% and auto off – but then the noise is unnerving.

Is there anything I can do about it?

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