Being right feels good.  When actions match our beliefs, we feel good and say with some excitement “I knew it all along!” or “I told you so!”   When we think we are correct, we tend to value that position more than others.  Likewise, an intense feeling of goodness can invoke a strong belief in its correctness.  Psychologists call it cognitive consonance.  Sports fans feed on such emotions.  When the team is winning, the fan feels good and is convinced his team is the best.  It makes him think he is a better person.  The team didn’t win, the team and the fan won.  We’re #1 reads the banner, not The Team is #1.  When the side we choose wins, we win.  Associating good feelings with good choices is the underlying motive in so many areas of our lives, and there are a many feel-good motives that all of us possess.