Benjamin Franklin Effect

The Benjamin Franklin effect, also called the Ben Franklin effect, is the tendency for a person to like someone more after doing that person a favor. Psychologists explain the effect through cognitive dissonance: a person rationalizes their own helpful action by inferring that they must like the person they helped, since otherwise the act of helping would conflict with their typical behavior and self-perception. In this way the effect demonstrates how people adjust their own attitudes after the fact to keep them consistent with their self-concept, effectively working backward from an action already taken to a belief that justifies it.