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How we change what others think, feel, believe and do
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How we change what others think, feel, believe and do |
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Justification of Effort
Explanations > Theories > Justification of Effort Description | Research | Example | So What? | See also | References
DescriptionIf I have to work hard to achieve something, I will afterwards find it more attractive. This effect works because the thought of having wasted effort would show me to be stupid and consequently damage my self-esteem. If others know about the effort, then the cost of backing out is even higher. ResearchAronson and Mills (1959) recruited students for a discussion group, making it varyingly difficult for each third. When asked to rate a boring tape recording, it was scored most highly by those who had had the most severe initiation. ExampleGangs and secret societies have known this for years, with sometimes very painful and degrading initiation rites. So what?Using itMake entrance examinations, rituals, etc. difficult. This will not only help keep members—it will also give your club an air of exclusivity. See alsoCognitive Dissonance, Post-Decision Dissonance, Investment Model, Involvement References|awa| |
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