Because the relative value of a reinforcer can shift over time,people sometimes choose short-term reinforcers even when their choice might sabotage attaining a reinforcer that will bemore rewarding in the long run.

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This is true because the immediate gratification of short-term reinforcers can be more appealing than delayed gratification of a long-term reinforcer, leading people to make choices that ultimately harm their long-term goals. The relative value of reinforcers can also be influenced by changes in personal preference or situational factors.

Because the Relative Value of a Reinforcer Can Shift Over