We found that those who successfully completed their origami in the difficult condition valued their work the most, much more than those in the easy condition. In contrast, those in the difficult condition who did not manage to finish their work valued their results the least, much less than those in the easy condition. These results imply that investing more effort does, indeed, increase our affection, but only when the effort leads to completion. When the effort is unfruitful, affection for one’s work plummets. (This is also why playing hard to get can be a successful strategy in the game of
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