REJOINDER.

The author comments on the reaction of E. Aronson to the review of his article "The Effect of Effort on the Attractiveness of Rewarded and Unrewarded Stimuli" which focused on the use of cognitive dissonance theory. Aronson compared the pre- to postexperimental differences in ratings made by subjects in the easy condition with the pre- to postexperimental differences in ratings made by subjects in the effortful condition in order to test his hypothesis that stimuli associated with lack of reward should become more attractive as effort increases.