When making decisions, generating the right options to choose from is crucial. And yet, we know very little about how people generate options to make decisions, the underlying cognitive processes involved, and which factors of this process determine choice satisfaction. In this project, we propose that during option generation, not only memory processes are involved (e.g., remembering what you like), but that people can experience moments of insight, which facilitates creative decision-making and increase choice satisfaction. Using a multi-method approach, we test theories of preference by describing a novel strategy of how people might change their perspective during option generation.