Abstract
Previous research has delved into whether and when people consider outside options during decision-making but has overlooked how this consideration of outside alternatives influences preferences for chosen and foregone options, ultimately shaping judgments. Our study aims to bridge this gap by investigating how the conspicuous opportunity costs affect shifting preferences caused by the choice effect. The findings indicate that when opportunity costs are explicitly considered, the commitment to the chosen option is weakened, enhancing its desirability for the competing options. While many decisions are made without a clear focus on opportunity costs, our research highlights their critical role in attenuating the link between choice and preference. This research offers new insights into the moderating influence of opportunity cost consideration in decision-making.