They attribute the increased emotional satisfaction of LaTeX users to cognitive dissonance. Page 12:
"A striking result of our study is that LaTeX users are highly satisfied with their system despite reduced usability and productivity. From a psychological perspective, this finding may be related to motivational factors, i.e., the driving forces that compel or reinforce individuals to act in a certain way to achieve a desired goal. A vital motivational factor is the tendency to reduce cognitive dissonance. According to the theory of cognitive dissonance, each individual has a motivational drive to seek consonance between their beliefs and their actual actions. If a belief set does not concur with the individual’s actual behavior, then it is usually easier to change the belief rather than the behavior [6]. The results from many psychological studies in which people have been asked to choose between one of two items (e.g., products, objects, gifts, etc.) and then asked to rate the desirability, value, attractiveness, or usefulness of their choice, report that participants often reduce unpleasant feelings of cognitive dissonance by rationalizing the chosen alternative as more desirable than the unchosen alternative [6, 7]. This bias is usually unconscious and becomes stronger as the effort to reject the chosen alternative increases, which is similar in nature to the case of learning and using LaTeX."
I find that conclusion gratuitous. It's much more likely that there are legitimate reasons underlying the satisfaction which they didn't consider.
Ironically, the authors' move to rationalize away this unexpected finding as cognitive dissonance could itself be characterized as an instance of cognitive dissonance. The authors probably started out with a particular belief, and the findings didn't agree; instead of accommodating the data, they attempt to neutralize it.
"A striking result of our study is that LaTeX users are highly satisfied with their system despite reduced usability and productivity. From a psychological perspective, this finding may be related to motivational factors, i.e., the driving forces that compel or reinforce individuals to act in a certain way to achieve a desired goal. A vital motivational factor is the tendency to reduce cognitive dissonance. According to the theory of cognitive dissonance, each individual has a motivational drive to seek consonance between their beliefs and their actual actions. If a belief set does not concur with the individual’s actual behavior, then it is usually easier to change the belief rather than the behavior [6]. The results from many psychological studies in which people have been asked to choose between one of two items (e.g., products, objects, gifts, etc.) and then asked to rate the desirability, value, attractiveness, or usefulness of their choice, report that participants often reduce unpleasant feelings of cognitive dissonance by rationalizing the chosen alternative as more desirable than the unchosen alternative [6, 7]. This bias is usually unconscious and becomes stronger as the effort to reject the chosen alternative increases, which is similar in nature to the case of learning and using LaTeX."