In "The Paradox of Choice," Barry Schwartz discusses the impact of opportunity costs on our decision-making process. He suggests that the more we dwell on the appealing aspects of the choices we forgo, the less content we feel with our final decision. This tendency can lead to regret and dissatisfaction, making it harder to enjoy what we have chosen.

To combat this issue, Schwartz encourages individuals to focus on the positive attributes of their selected options instead of constantly comparing them to lost possibilities. By limiting our contemplation of rejected choices, we can enhance our overall satisfaction and appreciation for the decisions that we ultimately make.