Ruff Times Made Me Love Him More: Effort Justification
Effort justification is a situation in which we suffer for something, and justify it to ourselves by valuing the end result more than if we had not suffered for it (Aronson & Mills, 1959). It is a situation in which cognitive dissonance occurs (Aronson & Mills, 1959; Festinger, 1957) . Cognitive dissonance is the uneasiness we feel when we do something that does not align with our feelings or beliefs (Festinger, 1957) . Festinger’s cognitive dissonance theory (1957) states that we dislike this disconnect between our wants and our actions, so we do everything we can to alleviate our uneasiness about it. Sometimes, we change our beliefs or feelings to avoid cognitive dissonance (Festinger, 1957) . Aronson and Mills’ (1957) study is a well-known example of effort justification. Female participants were told that they would soon engage in a group discussion about sex (Aronson & Mills, 1959). Some participants were told that they needed to prove themselves to be a...