20 - Often time you seem to kind of come up with elevated...

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Often time you seem to kind of come up with elevated motive for doing  what you did. It's a situation where action precedes value -- valorization process.  You do whatever you do for all kinds of reasons. You come up with some kind of  value for what you just did. For instance, you go to law school because you like  to debate. After you finish law school, you then rethink the whole thing about why  you went to law school. Study has shown that fraternities have high level of  hazing, the members are more loyal. You may actually have joined the military  for many reasons. After you've done it, you paid a huge sacrifice. It would be  absurd for you to not like the military. This would create cognitive dissonance.  This is the situation where you have two contradictory beliefs in your mind so you  try to reduce it. One way you can do this is to increase the meanings of your  action. Otherwise, your sacrifices go to waste. In a way, the more you invest in  something, the more you valorize. The more you sacrifice, the more valuable it is  to you.  Festinger and Carlsmith's experiment: they argue that people are  rationalizing beings. People are much more likely to look at advertisements of  something that they purchased after they have made their purchase. People who  were paid $1 said that the experiment was really fun in contrast to people who  were paid $20. These people rationalize their action because they don't have  legitimate motives for what they did. These people feel a high level of cognitive  dissonance. One way, to reduce this is to rationalize what you did was actually  fun, not boring.  Use-value vs. exchange value: money -- you're not exchanging money for 
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This note was uploaded on 08/31/2009 for the course SOC 379M taught by Professor Ariadut during the Spring '09 term at University of Texas at Austin.

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20 - Often time you seem to kind of come up with elevated...

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