ABSTRACT
This chapter explores the link between conceptual behavior and choice behavior. In particular, it introduces two laws that, for the first time, directly link choice behavior and concept learning. Both laws involve time as a dependent variable. In the first law, choice difficulty (as operationalized by reaction times) is a function of the degree of gestalt homogeneity (or coherence) of a categorical stimulus. Consequently, a compelling link between conceptual behavior and choice difficulty is established. In the second law, the average duration of eye fixation on an object-stimulus is explained and predicted by the amount of representational information conveyed by it.
