Pat, because of the effects of effort justification.
What is justification for effort?
The tendency for people to rate a task or activity higher when it involves anything challenging or unpleasant. When there are no evident justifications for performing the task, the outcome is most likely to happen. Because exerting effort to complete pointless or unpleasant work, or suffering unpleasant consequences, as a result, is cognitively inconsistent (see cognitive dissonance), it is hypothesized that people will change their assessments of the task to be more positive in order to restore consistency.
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