Why is it, according to dissonance theory, that we evaluate favorably those goals we've had to suffer for?

Question

Quizplus · Accepted Answer

According to dissonance theory, when we have to expend considerable effort to achieve a goal, we experience cognitive dissonance. To reduce this dissonance, we may come to believe that the goal was worth the effort. This is known as effort justification. By justifying the effort we've put in, we can reduce the discomfort of having to work so hard and feel more positive about the outcome.

Why Is It, According to Dissonance Theory, That We Evaluate