Answer this: "You won a free ticket to see an Eric Clapton concert (which has no resale value). Bob Dylan is performing on the same night and is your next-best alternative activity. Tickets to see Dylan cost $40. On any given day, you would be willing to pay up to $50 to see Dylan (because he's so cool!). Assume there are no other costs of seeing either performer. Based on this information, what is the opportunity cost of seeing Eric Clapton? A. $0 B. $10 C. $40 D. $50"
See if you can determine the correct answer before you look it up. There are links to more information in the form of pdfs, and a discussion in the comments. The problem seems to raise more questions that it answers. Link
Also, my experience tells me that concert tickets with no resale value are still valuable, because there is value in giving it away. People like that sort of thing.
Opportunity cost is not to be confused with value. In my brief reading of the paper, it seems like that is where people got tripped up. Still, it is disturbing to me that so many educated economists got the question wrong.
Having been a student of economics, I was fascinated to learn the theory behind making choices. Every choice we make uses economic logic. Although people don't measure all choices in terms of currency, people will make their choices based on value. If the decision making process is stretched out to absurdity, every choice takes into account all possible outcomes as well as their costs and benefits. The human mind can generally do this very quickly and that's really neat. Going to see Clapton might be worth it until considering ancillary factors, like providing it to someone else and getting the "warm fuzzy" feeling like you mentioned.
This made for good food for thought on a Monday morning. Thanks for that.