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When a person is given a choice (or in this case, a person gives themself a choice), they have control of the situation.
My Educational Psychology teacher (by far the best teacher I have ever had) hammered this into our heads over and over. Give your kids and employees choices, but define the consequences. This technique worked flawlessly with my flight students and with my employees.
When someone is given choice, they have a personal investment.
In this case, he tells the kids that they can give themselves a choice. Although it's fundamentally basic it impowers them with choice in a seemingly hopeless situation.
Awesome stuff.
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