In "The Paradox of Choice," Barry Schwartz discusses the concept of opportunity costs in decision-making. He suggests that traditional economic theory posits that only the costs related to the next-best alternative should impact our choices. This view highlights the importance of evaluating what we forego when making decisions, as it can significantly influence our satisfaction with the outcome.

However, Schwartz argues that this approach can be limiting, as it overlooks the broader implications of choice. He emphasizes that focusing solely on the immediate alternative may lead to increased anxiety and dissatisfaction, as people may feel overwhelmed by the sheer number of options available and their potential consequences.