In "The Paradox of Choice," Barry Schwartz highlights how regret can negatively impact our emotional state after making decisions. This emotional toll is particularly pronounced when we consider the alternative possibilities we might have chosen, even when the decision we made ends up being successful. Regret not only affects our satisfaction but also creates a lingering sense of unease about the paths not taken.

Schwartz argues that this phenomenon occurs because we often dwell on what we didn't choose, leading us to feel worse about our choices overall. The concept of opportunity costs—what we give up when we make a decision—intensifies these feelings of regret and dissatisfaction. As a result, even positive outcomes are overshadowed by the weight of possible alternatives.