Note that cognitive dissonance theory diverges at times from behaviorism. Behaviorism predicts that if you reward someone for certain behavior, they will repeat it, punish them, and they will avoid it. Release dog food when the dog presses a lever, and it will press the lever again; shock it when it presses the lever, and it will avoid pressing it again. But dissonance theory, like Russell in the letter to Donnelly, predicts that in certain cases, if people experience some discomfort to achieve something, they will value it more highly, to justify the effort, than if they had gotten it without a struggle. Fraternity hazing rituals and army boot camp are based on this fact.
Shows that people are rational, and applies this concept to economics. Base this argument to argue that people are rational