A behavioral concept that maintains that behavior is produced in direct proportion to the reinforcement that is available for that behavior.

Hint: We make behavior choices at every moment, and those decisions are controlled by the available reinforcement for a specific behavior and how hard we have to work for it. 

Examples: Choosing salad over pizza, choosing to text versus call, choosing to study over going out with your friends. 

6th Edition TCO

B.23 Identify ways the matching law can be used to interpret response allocation.