How a maximizing orientation affects trade-offs between desirability and feasibility: The role of outcome- versus process-focused decision making

This research examines how maximizers make decisions when they must trade-off between desirability and feasibility attributes. Across four studies, we demonstrate that maximizers tend to prefer choices offering more desirability to those offering more feasibility and respond more favorably to a product's advertising when it highlights desirability more than feasibility attributes. Furthermore, we show that maximizers' focus on outcomes rather than processes drives their preference for desirability, such that changing from an outcome to a process focus can redirect their interest from desirability to feasibility. By contrast, satisficers do not prefer products higher in desirability to those higher in feasibility and are not more receptive to ads highlighting desirability attributes. Furthermore, because satisficers may focus on both the outcome and the process, priming either one is redundant and does not alter their preference for desirability or feasibility.     

Computational behavior dynamics: an alternative description of Nevin (1969).

A computational processing behavior-dynamic model was instantiated in the form of a computer program that "behaved" on the task developed by Nevin (1969). In this classic discrete-trials experiment, the relative frequency of choosing a response alternative matched the relative frequency of reinforcement for that alternative, the local structure of responding was opposite that predicted by momentary maximizing (i.e., the probability of a changeover decreased with run length), and absolute and relative response rates varied independently. The behavior-dynamic model developed here qualitatively reproduced these three results (but not in quantitative and specific detail) and also generated some interesting, as-yet-untested predictions about performance in Nevin's task. The model was discussed as an example of a stochastic behavior-dynamic alternative to algebraic behavior theory.     

Molecular maximizing characterizes choice on Vaughan's (1981) procedure

Pigeons keypecked on a two-key procedure in which their choice ratios during one time period determined the reinforcement rates assigned to each key during the next period (Vaughan, 1981). During each of four phases, which differed in the reinforcement rates they provided for different choice ratios, the duration of these periods was four minutes, duplicating one condition from Vaughan's study. During the other four phases, these periods lasted six seconds. When these periods were long, the results were similar to Vaughan's and appeared compatible with melioration theory. But when these periods were short, the data were consistent with molecular maximizing (see Silberberg & Ziriax, 1982) and were incompatible with melioration, molar maximizing, and matching. In a simulation, stat birds following a molecular-maximizing algorithm responded on the short- and long-period conditions of this experiment. When the time periods lasted four minutes, the results were similar to Vaughan's and to the results of the four-minute conditions of this study; when the time periods lasted six seconds, the choice data were similar to the data from real subjects for the six-second conditions. Thus, a molecular-maximizing response rule generated choice data comparable to those from the short- and long-period conditions of this experiment. These data show that, among extant accounts, choice on the Vaughan procedure is most compatible with molecular maximizing.     

Reply to silberberg and ziriax

Silberberg and Ziriax (1985) report that a modification of Vaughan's (1981) procedure produces results inconsistent with melioration (the position advocated by Vaughan) but consistent with a process they term molecular maximizing. Here it is argued that the theory of molecular maximization is not sufficiently unambiguous that researchers other than the developers can test its predictions, and that in any case none of the data presented by Silberberg and Ziriax are both clearly consistent with molecular maximization and inconsistent with melioration.     

Relative allocation on concurrent schedules can depend on schedule parameters when behavioral parameters are constant

We develop a simple model of switching between the initial links of a concurrent-chain procedure. Behavior is determined by four parameters μ₁, μ₂, q₁, and q₂. The first two are the basic rates of switching from Schedule 1 and Schedule 2, respectively. The second two are the probabilities of leaving Schedule 1 and Schedule 2 after the corresponding terminal link has been completed. We show that for fixed values of these four parameters, the relative allocation on the initial links may change as a result of changes in initial-link schedules. The effect can be quite large if the switching rates are low. An implication is that relative allocation is not necessarily a good measure of behavior.     

The matching law applies to wagtails' foraging in the wild

Field data concerning the time budgets and foraging success of pied wagtails (Motacilla alba yarrelli, Gould) are reanalyzed. It is found that the data are well described by the generalized matching law, with a marked bias towards spending time on the territory. In this case matching is not the result of maximizing reward rate, but it remains possible that it results from an allocation of time that maximizes survival.     

Offering predictive testing for Huntington disease in a medical genetics clinic: Practical applications

Predictive testing for Huntington disease is presently offered in a select few medical genetics centers in the United States. This is in part due to the labor intensive counseling and psychological testing suggested by the research protocols. We discuss some specific suggestions for establishing programs for Huntington disease predictive testing within pre-existing medical genetics clinics to encourage more centers to offer presymptomatic testing. This will allow more at risk individuals the opportunity to consider predictive testing and cut down the expenses of traveling to the few predictive testing centers that currently exist. The counseling principals will remain similar to those discussed here, even following the identification of the Huntington disease mutation.     

Momentary maximizing in concurrent schedules with a minimum interchangeover interval

Eight pigeons were trained on concurrent variable-interval variable-interval schedules with a minimum interchangeover time programmed as a consequence of changeovers. In Experiment 1 the reinforcement schedules remained constant while the minimum interchangeover time varied from 0 to 200 s. Relative response rates and relative time deviated from relative reinforcement rates toward indifference with long minimum interchangeover times. In Experiment 2 different reinforcement ratios were scheduled in successive experimental conditions with the minimum interchangeover time constant at 0, 2, 10, or 120 s. The exponent of the generalized matching equation was close to 1.0 when the minimum interchangeover time was 0 s (the typical procedure for concurrent schedules without a changeover delay) and decreased as that duration was increased. The data support the momentary maximizing theory and contradict molar maximizing theories and the melioration theory.     

Human choice in concurrent ratio-interval schedules of reinforcement.

Seven undergraduates participated in a concurrent-choice experiment with monetary reinforcers. Response-independent analogues of variable-interval and variable-ratio schedules were used to assess whether subjects would maximize reinforcement rate. The optimal pattern of behavior, in terms of maximizing reinforcement rate, involved a large bias toward the ratio alternative, with only occasional sampling of the interval schedule. Most experiments with pigeons, however, demonstrate matching of response rates to reinforcement rates, with only slight biases for the ratio schedule. Although subjects in the present experiment allocated more time to the ratio alternative than required by matching, the magnitude of the bias did not approximate that predicted by a maximizing account. After exposure to clock stimuli correlated with the operation of each schedule, 1 subject's behavior did show a substantial level of bias, increasing the total number of reinforcers obtained, and lay at a point between the predictions of matching and maximizing. The other subjects, however, continued to respond less optimally. The present results can be accounted for by a view of matching that incorporates the effects of delayed reinforcement.     

Selective punishment of interresponse times

Lever pressing by two squirrel monkeys was maintained under a variable-interval 60-second schedule of food presentation. When response-dependent electric shock was made contingent on comparatively long interresponse times, response rate increased, and further increases were obtained when the minimum interresponse-time requirement was decreased. When an equal proportion of responses produced shock without regard to interresponse time, rates decreased. Thus, shock contingent on long interresponse times selectively decreased the relative frequency of those interresponse times, and increased the relative frequency of shorter interresponse times, whereas shock delivered independent of interresponse times decreased the relative frequency of shorter interresponse times while increasing the frequency of longer ones. The results provide preliminary evidence that interresponse times may be differentiated by punishment, further supporting the notion that interresponse times may be considered functional units of behavior.