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The opportunity cost model: Automaticity, individual differences, and self-control resources

Published online by Cambridge University Press:  04 December 2013

Martin S. Hagger*
School of Psychology and Speech Pathology, Curtin University, Perth, Western Australia 6845, Australia.


I contend that Kurzban et al.'s model is silent on three issues. First, the extent to which opportunity-cost computations are automatic or deliberative is unclear. Second, the role of individual differences in biasing opportunity-cost computations needs elucidating. Third, in the absence of “next-best” tasks, task persistence will be indefinite, which seems unfeasible, so perhaps integration with a limited-resource account is necessary.

Open Peer Commentary
Copyright © Cambridge University Press 2013 

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