The effects of an alternative course of action on sustained escalation and persistence in the face of failure was investigated using a computerized stock investment task. Subjects invested in “stock” in two “markets” that yielded returns according to two‐component multiple variable‐interval schedules. Both markets yielded equal but intermittent return rates during the first phase. In the second phase, one market ceased to yield returns, while the return rate for the other market was unchanged. During the second phase, behavioral contrast effects were evident. Investing in the market that ceased to yield returns dropped precipitously, and investing in the unchanged market increased significantly. Although the behavior may be economically “irrational,” it is predictable from the matching law and shows that interactions among a history of intermittent returns in a course of action, current return rate, and currently available alternative courses of action are important determinants of persisting in, or withdrawing from, a failing course of action.
Journal of Applied Behavior Analysis – Wiley
Published: Dec 1, 1994
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera