Summary Forty-seven participants in a march for charity were interviewed to test the dissonance hypothesis that a goal will become more attractive as S s expend increasing amounts of effort in service of the goal. As predicted, the number of marchers who cited the charity as a justification for their behavior increased as the march progressed through the first 27 miles. Unexpectedly, the frequency of charity citings was lower at the finish line (35 miles) than at the 27-mile point.
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