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THE BEHAVIORAL ECONOMICS OF IMPULSIVE CHOICE, DRUG
TAKING, AND DIETARY DECISION-MAKING
Gregory J. Madden
Utah State University
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Acknowledgements NIH: RO1 DA 029100, RO1 DA 029605 USDA: 59-5000-1-0033, 59-5000-0-0065 Faculty Collaborators:
Amy Odum Tim Shahan Michael Twohig Heidi Wengreen
Graduate Students Collaborators: Current
Jay Hinnenkamp Kate Morrison C. Renee Renda Jillian Rung
Past Patrick Johnson Brooke Jones Rochelle Smits Jeff Stein
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THE BEHAVIORAL ECONOMICS OF IMPULSIVE CHOICE, DRUG
TAKING, AND DIETARY DECISION-MAKING
Gregory J. Madden
Utah State University
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Behavioral Economics
Kahneman & Tversky
Thaler & Sunstein
Dan Ariely
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Behavioral Economics
Behavioral ECONOMICS
BEHAVIORAL Economics
George Collier
S. R. Hursh
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Behavioral Economics
Behavioral ECONOMICS
BEHAVIORAL Economics
George Ainslie
Howard Rachlin
Leonard Green
Warren Bickel
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THE BEHAVIORAL ECONOMICS OF IMPULSIVE CHOICE, DRUG
TAKING, AND DIETARY DECISION-MAKING
Gregory J. Madden
Utah State University
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Varieties of Impulsivity (Evenden, 1999)
Response inhibition failuresBlurting out, can’t resist the urge to eat/drink
Rapid internal clockIt seems to take forever for the light to turn green.
Acting without thinkingFailure to consider possible outcomes
Devaluing future outcomesFuture consequences weigh little in decision-
makingDelay discounting
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Delay Discounting: What is it? As the interval between response and
reinforcer increases, the value of the reinforcer declines.
Value
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Delay Discounting: What is it? As the interval between response and
reinforcer increases, the value of the reinforcer declines.
Value
Delay
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Delay Discounting: What is it? As the interval between response and
reinforcer increases, the value of the reinforcer declines.
Value
Delay
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Delay Discounting: What is it? As the interval between response and
reinforcer increases, the value of the reinforcer declines.
Value
Delay
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Delay Discounting: What is it? As the interval between response and
reinforcer increases, the value of the reinforcer declines.
Value
Delay
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Delay Discounting
As the interval between response and reinforcer increases, the value of the reinforcer declines.
Delay
Val
ue
Richards et al.
(1997)
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Determining discounted value…
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Determining discounted value…
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Determining discounted value…
I’m indifferent
They both have the same value
to me.
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0 10 20 300
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30 sec delay
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30 sec delay
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30 sec delay
I’m indifferent
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0 10 20 300
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0 10 20 300
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Delay
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Richards et al.
(1997)
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0 10 20 300
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Delay Discounting
What is it? As the interval between response and
reinforcer increases, the value of the reinforcer declines.
Why discount the future?
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On the Origin of Discounting the Future
A foraging animal…
Smaller-sooner reward
Larger-later reward
If I eat the smaller-sooner reward,
then my chances of surviving (and
mating) are slightly improved.
But if I choose, the larger-later my
chances of surviving are
greatly improved.Let’s do it!These genes will not
pass to the next generation.
Stevens & Stephens (2010)
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On the Origin of Discounting the Future
A foraging animal…This rat starves and does not pass its
genes on to its pups.
Stevens & Stephens (2010)
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Delay Discounting
What is it? As the interval between response and
reinforcer increases, the value of the reinforcer declines.
Why discount the future? Why discounting is important.
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Why is it important?
The shape of the discounting curve predicts some interesting instances of irrational choice.
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01002003004000
25
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Time to Reward Delivery
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01002003004000
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T1
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01002003004000
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T1
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01002003004000
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T1
I REALLY love
hamburgers!
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01002003004000
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Rational Choice
T1T2
I REALLY love
hamburgers!
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Irrational Choice
T1T2
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01002003004000
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Irrational Choice
T1T2
I REALLY hate myself!
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01002003004000
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Rational Choice
T1
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01002003004000
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Rational Choice
T1T2
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THE BEHAVIORAL ECONOMICS OF IMPULSIVE CHOICE, DRUG
TAKING, AND DIETARY DECISION-MAKING
Gregory J. Madden
Utah State University
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Neutral
Bad
Really Bad
ExtremeSuffering
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Madden, Petry, Badger & Bickel (1997)
0 2500 5000 7500 100000
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Delay (days)
Val
ue
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Bickel, Odum, & Madden (1999)
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Extensions Alcohol
Vuchinich & Simpson (1998) Methamphetamine
Hoffman et al. (2006) Cocaine
Coffey et al. (2003); Heil et al. (2006) HIV-risk behaviors
Odum et al. (2000); Chesson et al. (2006)
Meta-analysis (MacKillop et al., 2011)Fail-safe N > 4,500 unpublished studies
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Delay Discounting
What is it? Why discount the future? Why is it important?
Part 1: Shape of the discounting function predicts irrational choice.
Part 2: Individuals differ in the degree to which they devalue future consequences and this correlates with addiction. But correlation is not causation
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Which Came First? (Carroll & Perry, 2008; Stein & Madden, 2013)
Acute or chronic use of drug produces neuro- adaptations leading to steep delay discounting.
Steep discounting puts the individual at risk of drug dependence.
3rd variable
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Drug Effects on Delay Discounting
de Wit & Mitchell (2010) Consistent effects of acute drug
administration on delay discounting are rare and, when observed, there are very few studies.
Stein & Madden (2013)Chronic drug administration likewise does
not produce consistent effects on delay discounting (see also Setlow et al., 2009).
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Bickel, Odum, & Madden (1999)
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Delay (days)
Val
ue
Ex-Smokers
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Bickel, Odum, & Madden (1999)
Delay
Val
ue
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Unlikely Quitters?
Likely Quitters?
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Does Steep Discounting Precede & Predict Drug Taking & Abuse?
Self-Report Data:Kollins (2003): steep discounting is
significantly correlated with…○ Age of first cigarette (r = -.51)○ Age of first alcoholic beverage (r = -.34)○ Age of first marijuana use (r = -.48)○ Number of different drugs used (r = .32)○ Number of times passed out from intoxication
(r = .73)
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Does Steep Discounting Precede & Predict Drug Taking & Abuse?
Longitudinal Data:Steep delay discounting predicts adolescent
alcohol, cigarette, and other drug use (Audrain-McGovern et al., 2009; Brody et al., 2014; Khurana, et al., 2013; Kim-Spoon et al., 2014)
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Does Steep Discounting Precede & Predict Drug Taking & Abuse?
Discounting appears to predict treatment success:Dallery & Raiff (2007)Krishnan-Sarin et al. (2007)MacKillop & Kahler (2009)Washio et al. (2011)Yoon et al. (2007)Although see Landes et al. (2011) for a
published exception
Delay
Val
ue
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Unlikely Quitters?
Likely Quitters?
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Does Steep Discounting Precede & Predict Drug Taking & Abuse?
Animal studies…
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Animal Longitudinal Studies
Research strategy...
Steep ShallowDiscounters Discounters
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0 5 10 15 20 25 300
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Hi ImpLow Imp
Session
% S
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s M
eeti
ng
Acq
uis
itio
n C
rite
rio
n
Perry et al. (2005)
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Does Steep Discounting Precede & Predict Drug Taking & Abuse?
AcquisitionYES NO
CocaineAnker et al. (2009)[p = .08]
Kosten et al. (1997) Broos et al. (2012)Perry et al. (2005)Perry et al. (2008, Exp. 2)Perry et al. (2008, Exp. 3)CPP Studies:
Kosten et al. (1994)Yates et al. (2011)
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Does Steep Discounting Precede & Predict Drug Taking & Abuse?
AcquisitionYES NO
CocaineAnker et al. (2009)[p = .08]
Kosten et al. (1997) Broos et al. (2012)Perry et al. (2005)Perry et al. (2008, Exp. 2)Perry et al. (2008, Exp. 3)CPP Studies:
Kosten et al. (1994)Yates et al. (2011)
Yates et al. (2011)
Amphetamine Dose (mg/kg)
Tim
e S
pen
t in
Am
ph
etam
ine
Pla
ce(d
iffer
ence
fro
m b
asel
ine)
-200
-100
0
100
200
300
400HiI
0.1 0.5 1.5
LoI
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Does Steep Discounting Precede & Predict Drug Taking & Abuse?
Price elasticity of demand
High-Impulsive (steep delay discounting curves) rats inject more cocaine than Low-Impulsive rats when the price of cocaine increases.
Koffarnus & Woods (2013)
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Does Steep Discounting Precede & Predict Drug Taking & Abuse?
Price elasticity of demand
The effect is selective to drug-taking. Koffarnus & Woods (2013)
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Summary
Human longitudinal data suggests steep delay discounting precedes and predicts drug taking.
In rats, steep delay discounting predicts…acquisition of cocaine taking but not other
drugs. willing to pay a higher price for cocaine (and
nicotine, Diergaarde et al., 2008).
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THE BEHAVIORAL ECONOMICS OF IMPULSIVE CHOICE, DRUG
TAKING, AND DIETARY DECISION-MAKING
Gregory J. Madden
Utah State University
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Davis et al. (2009)
See also Bruce et al. (2011), Epstein et al. (2013), Garza et al. (2012), Jarmolowicz et al. (2014); Rasmussen et al. (2010), Reimers et al. (2009), Stojek et al. (2014) & Weller et al. (2008)
Steep delay discounting is correlated with obesity in women.
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Discounting rate is correlated with health decision-making
Chabris et al. (2008)Steepness of delay discounting
function was a better predictor of health-behavior and health- status (e.g., BMI) than were a host of variables (e.g., age, gender, depression, education, and cognitive ability).
See also Garza et al. (2012)
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Irrational Decisions
Hyperbolic Discounting
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Delay Discounting
What is it? Why discount the future? Why is it important?
Part 1: Shape of the discounting function predicts irrational choice.
Part 2: Individuals differ in the degree to which they devalue future consequences and this correlates with addiction & health decision-making.
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Can we address this crisis with Behavioral Economics?
Is it possible to produce a long-lasting change in delay
discounting (an apparent biobehavioral trait; Odum,
2011)?
Among children, how do we influence health-related choice knowing that steep discounting
is the baseline?
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Goal: Long-lasting, Replicable Changes to Delay Discounting
Shaping delay-toleranceHuman
○ Short-term demonstration studies(Dixon & Holcomb, 2000; Schweitzer & Sulzer-Azaroff, 1988).
Pigeons ○ Long-term effects (Mazur & Logue, 1978; Logue &
Mazur 1981)○ Inconsistent results between studies (Logue et al.,
1984)Rats
○ Unable to replicate
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Is it possible to produce a long-lasting change to a biobehavioral trait (Odum, 2011)?
Reward bundling (Ainslie & Monterosso, 2003; Stein et al., 2013)
0
20
40
60
80
100
10 12.5 17.5 7.550
Delay (s)
% L
L C
hoic
e Bundle-size 1
Bundle-size 3
Bundle-size 9
Goal: Long-lasting, Replicable Changes to Delay Discounting
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Is it possible to produce a long-lasting change to a biobehavioral trait (Odum, 2011)?
Working-memory training
Bickel et al. (2011) Renda et al. (2014) Renda et al. (in prep)
Goal: Long-lasting, Replicable Changes to Delay Discounting
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Is it possible to produce a long-lasting change to a biobehavioral trait (Odum, 2011)?
Delay-exposure (Stein et al., 2013)
Goal: Long-lasting, Replicable Changes to Delay Discounting
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Stein et al. (2013)
No-Delay Group (N=14)
Delay Group (N=14)
17.5 s delay
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Stein et al. (2013)Test of Impulsive Choice
Trial Block 1
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Stein et al. (2013)
0 150
50
100
Delay (s)
Pe
rce
nt L
arg
er
Cho
ice
17.5 s DelayNo Delay
0.0
0.5
1.0
EtO
H C
onsu
med
(g
/kg)
17.5 s Delay
No Delay
0
1
2
3
3 6 12 24Percent EtOH (w/v)
H2O
Con
sum
ed
(g/k
g)
15 s delay
Test of Impulsive ChoiceTrial Block 2
0 150
50
100
Delay (s)
Pe
rce
nt L
arg
er
Cho
ice
17.5 s DelayNo Delay
Effect held at 2 month follow-up
Replicated with new rats and at longer delay.
Cocaine self-administration
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Brief Acceptance & Values InterventionMorrison et al. (2014)
○ Meet distressing events with acceptance
○ Progress in a valued direction with these events.
○ Waitlist control.
Goal: Long-lasting, Replicable Changes to Delay Discounting
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Can we address this crisis with Behavioral Economics?
Is it possible to produce a long-lasting change in delay
discounting (an apparent biobehavioral trait; Odum,
2011)?
Among children, how do we influence health-related choice knowing that steep discounting
is the baseline?
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I avoid Cheetos
because of health
concerns.
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I love Cheetos! I would eat them all the time if my
parents would let me!
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Repeated Tasting
Pauline Horne Fergus Lowe
IncentivizeConsumption
Default Provision & Increasing Labor Costs of JunkFood
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Default ProvisionPauline Horne Fergus Lowe
IncentivizeConsumption
Cu
ps
Co
nsu
med
0.0
0.1
0.2
0.3
0.4
0.5
Bsln 1 Phase 2 Bsln 1 Phase 2
Fruit Vegetable
41% increase
36% increase
Wengreen et al. (2013)
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Difficulties Encountered School had no budget for tangible incentives
and needed external labor to implement the program.
>40% of teachers regarded the intervention as an “unfunded mandate” and did not always implement the program as designed.
Cheating
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Gamification
Using video game design principles to influence socially significant human behavior.
Kevin Werbach’s MOOC (Wharton School) on Gamification
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Gamification
Using video game design principles to influence socially significant human behavior.
Playing games requires less labor Teachers like it (as do kids and principals) There are no tangible rewards and
everyone is on the same team, so cheating is minimized.
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Gamification
Good vs. Evil Narrative Clear Object of the Game
The Good Guys The Bad GuysAKA: Role Models Vegetation Annihilation
Team
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Good vs. Evil Narrative Clear Object of the Game Player Control
Gamification
Because you met your fruit and vegetable consumption goal yesterday, here’s what happened to the heroes…
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Good vs. Evil Narrative Clear Object of the Game Player Control Goldilocks-Zone Goal Setting
Gamification
Least
Met your goalDid not meet your goal
Most
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Jones et al. (2014a)PLoS ONE
0.0
0.2
0.4
0.6
0.8
1.0 Baseline Gamification
Co
nsu
mp
tio
n (
Po
rtio
ns
)
YEAR ONE YEAR TWO
Baseline Competition
p < .01
p < .05
Fruit Veg Fruit Veg
+67% +43%
13-day intervention
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28-day intervention
Jones et al. (2014b)Preventive Medicine
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Can we address this crisis with Behavioral Economics?
Is it possible to produce a long-lasting change in delay
discounting (an apparent biobehavioral trait; Odum,
2011)?
Among children, how do we influence health-related choice knowing that steep discounting
is the baseline?
![Page 88: Gregory J. Madden Utah State University. Acknowledgements NIH: RO1 DA 029100, RO1 DA 029605 USDA: 59-5000-1-0033, 59-5000-0-0065 Faculty Collaborators:](https://reader036.vdocuments.us/reader036/viewer/2022062409/56649c6c5503460f9491db1b/html5/thumbnails/88.jpg)
THE BEHAVIORAL ECONOMICS OF IMPULSIVE CHOICE, DRUG
TAKING, AND DIETARY DECISION-MAKING
Gregory J. Madden
Utah State University