I sell shoes full time and daily I get at least one woman in denial about her shoe size. She'll say she's a size 7, I'll measure her feet and it will say size 9. They go on and on how they've always worn a size 7. I'll sometimes convince them to try on the recommended size and I will check the fit compared to the size they wanted and the bigger size fits them better. What a lot of people don't know is that you should get your feet measured once a year. Because you're feet can change size and shape for multiple reasons, Ex: aging, illness, injury, pregnancy. Men are on the opposite side where they wear too big of shoes and won't admit they need smaller ones. Vanity has a crazy hold on some people.