ABSTRACT
Behavioral economics combines the experimental methodology of operant psychology with the theoretical constructs of economics. This conjoining of interests has enriched both disciplines: The methodological rigor of the psychological laboratory has been adapted in order to provide exacting experimental tests of economic models; the theoretical constructs of economics have broadened psychological theories of choice (e.g., Allison, 1983; Kagel, Battalio, & Green, 1995). Beyond its contributions to both disciplines, the experimental and conceptual richness of behavioral economics has led to its application to a variety of complex behaviors. One particular application is the study of behaviors that are considered risky because of their potential for longterm, deleterious health consequences to the individual.
