ABSTRACT
Cognitive dissonance theory can explain why Jess came to like the movie more than Tess did. The initiation procedure consisted of an embarrassment test that was supposed to determine whether participants felt comfortable talking openly about sex. The experimenter also explained to participants that, in an effort to reduce the embarrassment caused by discussing sex face to face, he had opted to put all participants in separate rooms and have them communicate over an intercom system via microphone and headphones. Cognitive dissonance will then ensure that peoples private attitudes toward the group shift in a positive direction. An analysis of 19th-century utopian cults by Kanter underscored the central roles of effort-justification and commitment in keeping groups together. In concluding the discussion of the effort justification effect, let us once more consider the plight of Jess, who spent all that money to see such a disappointing movie.
