Read about the latest research published in Psychological Science: Opportunity Cost Neglect Attenuates the Effect of Choices on Preferences Adam Eric Greenberg and Stephen A. Spiller When someone makes a decision, the cost of not choosing the second-best alternative is called the opportunity cost. In some cases, such as in “whether-or-not&#8221 More

Real Simple: Why is decision-making so agonizing? There’s an explosion of options in all areas of modern life—careers, wireless plans, shampoo. So we’re overwhelmed by choice? Definitely. Also, people don’t really know what they want. How can we narrow things down? By focusing on only the factors that are most More