edit: Specifically I believe I recall this (from the linked Wikipedia page) in Thinking Fast and Slow:
One of the first and most classic examples of effort justification is Aronson and Mills's study.[2] A group of young women who volunteered to join a discussion group on the topic "Psychology of Sex" were asked to do a small reading test to make sure they were not too embarrassed to talk about sexual-related topics with others. The mild-embarrassment condition subjects were asked to read aloud a list of sex-related words such as "prostitute" or "virgin". The severe-embarrassment condition subjects were asked to read aloud a list of highly sexual words (e.g. "fuck", "cock") and to read two vivid descriptions of sexual activity taken from contemporary novels. All subjects then listened to a recording of a discussion about "Sexual Behavior in Animals" which was dull and unappealing. When asked to rate the group and its members, control and mild-embarrassment groups did not differ, but the severe-embarrassment group's ratings were significantly higher. This group, whose initiation process was more difficult (embarrassment = effort), had to increase their subjective value of the discussion group to resolve the dissonance.
The cited study is: Aronson, E., & Mills, J. (1959) The effect of severity of initiation on liking for a group. Journal of Abnormal and Social Psychology ,59, 177-181.
I suspect it falls into this general realm: http://en.wikipedia.org/wiki/Effort_justification
edit: Specifically I believe I recall this (from the linked Wikipedia page) in Thinking Fast and Slow:
One of the first and most classic examples of effort justification is Aronson and Mills's study.[2] A group of young women who volunteered to join a discussion group on the topic "Psychology of Sex" were asked to do a small reading test to make sure they were not too embarrassed to talk about sexual-related topics with others. The mild-embarrassment condition subjects were asked to read aloud a list of sex-related words such as "prostitute" or "virgin". The severe-embarrassment condition subjects were asked to read aloud a list of highly sexual words (e.g. "fuck", "cock") and to read two vivid descriptions of sexual activity taken from contemporary novels. All subjects then listened to a recording of a discussion about "Sexual Behavior in Animals" which was dull and unappealing. When asked to rate the group and its members, control and mild-embarrassment groups did not differ, but the severe-embarrassment group's ratings were significantly higher. This group, whose initiation process was more difficult (embarrassment = effort), had to increase their subjective value of the discussion group to resolve the dissonance.
The cited study is: Aronson, E., & Mills, J. (1959) The effect of severity of initiation on liking for a group. Journal of Abnormal and Social Psychology ,59, 177-181.
[1] http://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/...