Imagine that you are preparing to go on a vacation to one of two islands: Moderacia (which has average weather, average beaches, average hotels, and average nightlife) or Extremia (which has beautiful weather and fantastic beaches but crummy hotels and no nightlife). The time has come to make your reservations, so which one would you choose? Most people pick Extremia.
But now imagine that you are already holding tentative reservations for both destinations and the time has come to cancel one of them before they charge your credit card. Which would you cancel? Most people choose to cancel their reservation on Extremia.
Why would people both select and reject Extremia? Because when we are selecting, we consider the positive attributes of our alternatives, and when we are rejecting, we consider the negative attributes.
Extremia has the most positive attributes and the most negative attributes, hence people tend to select it when they are looking for something to select and they reject it when they are looking for something to reject.
Of course, the logical way to select a vacation is to consider both the presence and the absence of positive and negative attributes, but that's not what most of us do.
Daniel Gilbert, Stumbling on Happiness