What Does The Term Opportunity cost Means To A Consumer?

Opportunity cost is defined as the cost of any activity measured in terms of the best alternative activity which is forgone. For instance, if you're choosing between 4 stocks, chose stock 1 and all 4 stocks go up, but stock 3 rises the most, you measure your opportunity cost against ONLY stock 3. So the opportunity cost in this case would be the BEST alternative.