How He Got His Way You're given two choices, choice A and choice B. Both choices are a lose-lose situation, but choice A appears to have the less desirable outcome. Choice B, the slightly more desirable option, is associated with trying to leave the situation or doing something in your favor. Although the person presenting these choices will deal consequences for any choice chosen, they will actually deal a harsher consequence for choice B. In your standpoint, you are made to believe that choice A will deal a harsher consequence solely for the sacrifice it requires to carry out the choice. On the other hand, you assume the emotional labor of choosing choice B because of how simple the option seems to carry out. You are thus psychologically manipulated to choose choice A, being the choice in the choice-presenter's favor, and not in yours.