You probably notice that you have have choice to make but you feel no preference for a certain option, you tend to ask for others opinion. When they give their opinion, you certainly noticed that you can make a choice, which you couldn't before asking. For example, You have to chose between a red dress and a blue dress,but have no preference, so you ask your friend: "Should I chose the red dress or the blue dress ?" and they say "Well I would chose the blue one". After this answer, you are able to chose between red and blue. Why is this ? Also, paradoxaly, I feel like we are more tempted by the other option than the one our friend would chose. For example, if your friend said they would pick the blue one, your are often more tempted to chose the red one instead. If you ask what they prefer between A & B and they say A, you will probably chose B. Why ?