The prediction and control of behavior revisited: a review of the matching law

Abstract

Experimental research conducted over the past 3 decades in relation to behavioral allocation and choice, collectively known as matching law research, is analyzed in this paper. The importance of the matching law for areas ranging from experimental to clinical psychology and psychiatry is discussed in relation to empirical findings that bear upon the validity and utility of the matching law for both the prediction and control of human behavior as well as for psychological and scientific inquiry in general.