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Effort justification : ウィキペディア英語版 | Effort justification Effort justification is an idea and paradigm in social psychology stemming from Festinger's theory of cognitive dissonance.〔Festinger, L. (1957) Cognitive dissonance. Stanford, Calif.: Stanford University Press.〕 Effort justification is people's tendency to attribute a greater value (greater than the objective value) to an outcome they had to put effort into acquiring or achieving. ==Theory and research==
Cognitive dissonance theory explains changes in people's attitudes or beliefs as the result of an attempt to reduce a dissonance (discrepancy) between contradicting ideas or cognitions. In the case of effort justification, there is a dissonance between the amount of effort exerted into achieving a goal or completing a task (high effort equalling high "cost") and the subjective reward for that effort (lower than was expected for such an effort). By adjusting and increasing one's attitude or subjective value of the goal, this dissonance is resolved. One of the first and most classic examples of effort justification is Aronson and Mills's study.〔Aronson, E., & Mills, J. (1959) The effect of severity of initiation on liking for a group. Journal of Abnormal and Social Psychology, 59, 177-181.〕 A group of young women who volunteered to join a discussion group on the topic of the psychology of sex were asked to do a small reading test to make sure they were not too embarrassed to talk about sexual-related topics with others. The mild-embarrassment condition subjects were asked to read aloud a list of sex-related words such as ''prostitute'' or ''virgin''. The severe-embarrassment condition subjects were asked to read aloud a list of highly sexual words (e.g. ''fuck'', ''cock'') and to read two vivid descriptions of sexual activity taken from contemporary novels. All subjects then listened to a recording of a discussion about sexual behavior in animals which was dull and unappealing. When asked to rate the group and its members, control and mild-embarrassment groups did not differ, but the severe-embarrassment group's ratings were significantly higher. This group, whose initiation process was more difficult (embarrassment equalling effort), had to increase their subjective value of the discussion group to resolve the dissonance.
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