Abstract

The present research was designed to test whether the subjective experience of more effort related to more reward valuation as measured by a neural response. This prediction was derived from the theory of cognitive dissonance and its effort justification paradigm. Young adult participants (n = 82) engaged in multiple trails of a low or high effort task that resulted in a loss or reward on each trial. Neural responses to the reward (loss) cue were measured using EEG so that the event-related potential known as the Reward Positivity (RewP) could be assessed. Results revealed no significant differences between low and high effort conditions on the RewP. However, within the high effort condition, a more subjective experience of effort was associated with a larger RewP. This research extends past research on the effort justification paradigm of cognitive dissonance theory by suggesting that effort justification is associated with an implicit measure of reward valuation. It, therefore, challenges recent perspectives on dissonance processes that posit that these evaluative changes should only occur on explicit but not implicit measures.

Highlights

  • According to cognitive dissonance theory and its research (Festinger, 1957; Levy et al, 2018), the more effort one exerts, the more valuable one perceives the reward associated with that effort

  • A manipulated increase in perceived control over obtaining rewards causes an increase in the Reward Positivity (RewP) (Mühlberger et al, 2017). These results suggest that the RewP is associated with higher approach motivation and likely to be increased with effort, as effort is often associated with approach motivation

  • Participants in the high effort condition rated the task as more difficult (M = 4.56, SD = 1.62) than those in the low effort condition (M = 3.70, SD = 1.41), t(80) = 2.36, p = 0.021, Cohen’s d = 0.54

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Summary

INTRODUCTION

According to cognitive dissonance theory and its research (Festinger, 1957; Levy et al, 2018), the more effort one exerts, the more valuable one perceives the reward associated with that effort. No clear resolution of these competing predictions has been proposed, but dissonance theory and its research have suggested that effort should increase reward valuation primarily when individuals believe the reward is contingent on the effort (i.e., when they perceive control over the outcome; Gerard and Mathewson, 1966). Based on this past research, the present research gave participants perceived control over the outcome

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