Self-choice preference refers to the fact that people always prefer self-determined choice when faced with self-selection or entrusting others to choose, even if they have to pay for this. Specifically, this phenomenon is manifested by the willingness to pay for the right of self-determined choice, regarding the right of self-determined choice as a reward, being more motivated for the self-determined choice, and preference of the self-selected outcome. This is to say, people will pay more money or make more effort to hold the right to choose firmly in their own hands, which will make them feel positive. Overconfidence, ambiguity aversion, and illusory of control are thought to be its underlying mechanism, however, it is more likely it is the intrinsic values embedded in the self-determined choice that make people prefer choosing themselves. It is mainly supported by the reward system (striatum, medial prefrontal lobe), and regulated by cognitive control system. Self-choice preference is widely used in decision-making, management, and education. Future research should further reveal its mechanism and regulatory factors under social scenarios, and explore the balance mechanism of self-choice preferences among different groups, in order to promote individual wellbeing and group interests.
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