The tendency to give positive qualities to an option we've chosen, simply because we've chosen it. We conger up reasons why we chose the right, smart and edgy thing, and why our other options were wrong, stupid and dated. It's easy to justify our choices because we're living with them, in our drawers, parked in our garages, and in bed next to us in a granny gown. They're in our face while our other options are relegated to the fringes of consciousness. In truth, every choice has an upside and a downside, nothing is 100-percent desirable or undesirable. So why are we so smug about our choices? For one thing, the minute we commit to them, they become a part of our identity, our self image. To know thyself, make a list of thy choices.
