Effects of effort and difficulty on human preference for a stimulus: Investigation of the within-trial contrast

The within-trial contrast hypothesis (WTC) provides a more parsimonious explanation for the phenomenon that humans and animals prefer outcomes that follow more effortful events to outcomes that follow less effortful events (Zentall, 2013). We conducted two WTC experiments with human adults. In Experiment 1, we manipulated the difficulty of a preceding event by varying the interresponse time and the limited-hold interval during differential reinforcement with a low response rate schedule, to examine the effect of effort on the preference for the subsequent stimuli. In Experiment 2, we attempted to identify the variables that had affected the results of Experiment 1, by manipulating time as the delay of reinforcement. The results showed preferences based on WTC only when participants made a high rate of incorrect responses in the preceding event, which was used as an index of the strength of individual effort. These results extend the findings of previous human WTC studies and suggest that the difficulty of a task could serve as an aversive event that affects the WTC effect. It is possible that an index based on performance in the preceding event would provide useful information for predicting the contrast effect.