https://www.sciencedaily.com/releases/2023/07/230718164229.htm

"Value isn't just determined by an objective reward or outcome," Collins said. "Our research suggests that people's perception of value is largely shaped by their personal goals and the context in which the decision is made."

For example, you might order a chocolate ice cream cone and be perfectly satisfied with your choice. But if you then find out that there's another flavor available, you might feel less satisfied with your initial selection. In this case, the objective value of the ice cream cone hasn't changed. What's changed is your subjective perception of its value relative to the newfound best option, thus highlighting the impact of goal achievement on decision-making.