Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

A New Unified Theory of PsychologyBehavioral Investment Theory

A New Unified Theory of Psychology: Behavioral Investment Theory [So there you are on the couch watching TV when an Oreo® cookie ad activates in you a desire to get a glass of milk. It has been a long day, and you are feeling a little spent. A small calculation takes place—almost subconsciously—as you decide whether it is worth the effort to get up and pour yourself a glass. Finally, the thirst wins out. You pull yourself up and head over to the refrigerator. But scanning the contents you find no milk, resulting in a glance over at the trashcan, where you see the empty container. Feelings of irritation follow the interruption of your goal. The thought briefly enters your mind to head to the store, but it is quickly quashed—that would clearly require too much time and effort. You settle on a glass of orange juice, with mild feelings of annoyance.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A New Unified Theory of PsychologyBehavioral Investment Theory

Henriques, Gregg
Springer Journals — Jun 20, 2011
Download PDF
36 pages

Loading next page...
 
/lp/springer-journals/a-new-unified-theory-of-psychology-behavioral-investment-theory-SYnA3ShURr
Publisher
Springer New York
Copyright
© Springer Science+Business Media, LLC 2011
ISBN
978-1-4614-0057-8
Pages
45 –80
DOI
10.1007/978-1-4614-0058-5_3
Publisher site
See Chapter on Publisher Site

Abstract

[So there you are on the couch watching TV when an Oreo® cookie ad activates in you a desire to get a glass of milk. It has been a long day, and you are feeling a little spent. A small calculation takes place—almost subconsciously—as you decide whether it is worth the effort to get up and pour yourself a glass. Finally, the thirst wins out. You pull yourself up and head over to the refrigerator. But scanning the contents you find no milk, resulting in a glance over at the trashcan, where you see the empty container. Feelings of irritation follow the interruption of your goal. The thought briefly enters your mind to head to the store, but it is quickly quashed—that would clearly require too much time and effort. You settle on a glass of orange juice, with mild feelings of annoyance.]

Published: Jun 20, 2011

Keywords: Emotional Response; Animal Behavior; Goal State; Depressed Individual; Behavioral System Approach

There are no references for this article.