Insufficient justification is an effect studied in the discipline of social psychology. It states that people are more likely to engage in a behavior that contradicts the beliefs they hold personally when offered a smaller reward compared to a larger reward. The larger reward minimizes the cognitive dissonance generated by acting in contradiction to one's beliefs because it feels easier to justify. The theory of insufficient justification formally states that when extrinsic motivation is low, people are motivated to reduce cognitive dissonance by generating an intrinsic motivation to explain their behavior, and similarly more likely to decline a desired activity when presented with a mild threat versus a more serious threat. Insufficient justification occurs when the threat or reward is actually sufficient to get the person to engage in or to avoid a behavior, but the threat or reward is insufficient to allow the person to conclude that the situation caused the behavior.
The forbidden toy experiment Elliot Aronson and J. Merrill Carlsmith hypothesized how people respond to punishment for doing something they enjoy. Humans comply with a very severe punishment, but it doesn't stop them from enjoying the activity and wanting to do it again. Thus, Aronson and Carlsmith thought that if they could convince the subjects that they did not like the activity that they previously enjoyed, they would be more likely to stop enjoying the activity. The experimenters would change their cognition in order to reduce dissonance. The researchers hypothesized that the opposite effect would occur for punishment. That is, if one doesn't give an actor an external reason for not doing an activity they enjoy, they will construct an internal reason for why they didn't really even like it in the first place. In 1963, the researchers conducted their experiments with the preschool children. The experimenters threatened the children with either mild or severe punishment if they played with a desirable toy. Then, they asked the children how desirable the toy was after they were not allowed to play with it. The researchers devised a method to have the children rank the toys from least desirable to most desirable. Then they told the children they would be back but, before they left, they told the children to not play with the most desirable toy. They threatened half the children with mild punishment and the other half with severe punishment. Afterward, the experimenters returned to the children and asked them to re-rank the toys. On average, the most favored toy decreased in favorability to the children threatened mildly and the most favored toy increased in favorability to the children threatened severely. The researchers concluded that when people hold two psychologically inconsistent cognitions, dissonance arises.
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