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Related Experiment Video

Updated: May 14, 2026

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance

Online Repetitive Transcranial Magnetic Stimulation of Dorsomedial and Dorsolateral Prefrontal Cortex in Cognition Decision Making, and Cognitive Dissonance

Published on: December 5, 2025

On Choice, Preference, and Preference for Choice.

Toby L Martin¹, C T Yu, Garry L Martin

¹University of Manitoba and St. Amant Research Centre, 440 River Road, Winnipeg, MB R2M 3Z9, Canada, x5481.

The Behavior Analyst Today

|February 2, 2013

Summary

This summary is machine-generated.

This study defines choice and preference in behavioral terms, recommending consistent language for researchers. It identifies appropriate methods for demonstrating choice as a consequence or antecedent.

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Area of Science:

Behavioral Psychology
Decision-Making Research

Background:

Common language for 'choice' and 'preference' lacks behavioral precision.
Behavioral researchers need consistent terminology for choice and preference.

Purpose of the Study:

To propose precise behavioral definitions for choice, choosing, and preference.
To recommend consistent terminology for behavioral researchers discussing these concepts.
To identify appropriate experimental procedures for studying choice and preference.

Main Methods:

Examination of everyday meanings of choice.
Proposal of behavioral definitions for choice, choosing, and preference.
Analysis of performance in various experimental procedures related to choice.

Main Results:

Concurrent chains method is suitable for demonstrating choice as a consequence.
Single-stimulus procedure is appropriate for demonstrating choice as an antecedent.
Distinction made between choice as a reinforcer (consequence) and choice as an antecedent.

Conclusions:

Clear behavioral definitions enhance the study of choice and preference.
Appropriate methodological choices are crucial for validly demonstrating preference for choice.
Consistent terminology is vital for advancing behavioral research on choice and preference.