The tendency to give positive qualities to an option we've chosen, simply because we've chosen it. No one wants to admit they have screwed up, so we rationalize, tell ourselves that we've chosen the smartest option. We conger up on reasons why we did the cool thing and why our options were uncool. This bias explains, in part, why so many women's closets are bursting with unworn clothes. They buy a dress, never wear it, but can't admit that it was a poor choice. They dwell on the items positive qualities and ignore the negative ones, which are overwhelming.
