Cognitive dissonance Quote by Nir Eyal
““The more effort we put into something, the more likely we are to value it. We are more likely to be consistent with our past behaviors. And finally, we change our preferences to avoid cognitive dissonance. In sum, our tendencies lead to a mental process known as rationalization whereby we change our attitudes and beliefs to psychologically adapt. Rationalization helps us give reasons for our behaviors, even when those reasons might have been designed by others.””
About This Quote
Source Book: Indistractable, 2019
Effort increases perceived value, leading to rationalization and preference shifts to reduce dissonance.
In simple terms: More effort makes us value things more and justify them.
Key Takeaway
Be aware of how effort skews judgment.
Themes
cognition
behavior
self‑justification
Mood
analytical
thoughtful
Type
psychological
self‑help
When to use this quote
- project planning
- skill learning
- consumer choices
Key Concepts
cognitive dissonance
rationalization
habit formation
Questions to Reflect On
- Why do you cling to a decision after investing effort?
- How can you evaluate choices without bias?
A Different Perspective
Rationalization can blind us to better alternatives.
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