Then they were asked to judge all ten from scratch. The poster that was no longer available was suddenly classified as the most beautiful. In psychology, this phenomenon is called “reactance”: When we are deprived of an option, we suddenly deem it more attractive. It is a kind of act of defiance. It is also known as the “Romeo and Juliet effect”: Because the love between the tragic Shakespearean teenagers is forbidden, it known no bounds. This yearning must not necessarily be in a romantic way. In the United States, student parties are often littered with desperately drunk teenagers. In Europe, where the age limit is eighteen, you don’t witness this type of behavior.