ABSTRACT
LEARNING OBJECTIVES After reading this chapter, you should be able to ■ describe the matching law and explain how it
has been applied to different choice situations ■ describe optimization theory and discuss
studies that compare its predictions to those of the matching law
■ describe momentary maximization theory and explain how it differs from optimization theory
■ define the self-control choice situation, and give examples from the laboratory and from everyday life
■ discuss techniques people can use to improve their self-control
■ explain the phenomenon of the “tragedy of the commons” and discuss ways that it can be avoided
It is not much of an exaggeration to say that all behavior involves choice. Even in the most bar-ren experimental chamber, an animal can choose among performing the operant response, exploring, sitting, standing, grooming, sleeping, and so on. Outside the laboratory, the choices are much more numerous. At any moment, an organism can choose to either continue with its current behavior or switch to another. Because both people and animals are constantly making choices, understanding choice is an essential part of understanding behavior itself.
