Abstract
Matching describes how behaviour is related to rewards. The matching law holds when the ratio of an individual's behaviours equals the ratio of the rewards obtained. From its origins in the study of pigeons working for food in the laboratory, the law has been applied to a range of species, both in the laboratory and outside it (e.g., human sporting decisions). Probability matching occurs when the probability of a behaviour equals the probability of being rewarded. Input matching predicts the distribution of individuals across habitats. We evaluate the rationality of the matching law and probability matching, expose the logic of matching in real-world cases, review how recent neuroscience findings relate to matching, and suggest future research directions.
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