Choice is central to developments in many areas of welfare. Making choices, for example about health, social care, employment and housing, can be very emotional. This article draws on theories from experimental psychology and behavioural economics to analyse empirical evidence from a longitudinal, qualitative study of support-related choices. It argues that if people are expected to make emotion-laden choices, and to minimise negative aspects associated with the process of making a choice, they need to be supported in doing so. It contributes to the limited evidence and debate to date about the process costs to individuals of choice.