Abstract

In behavioral economics, the ratio of response requirement to reinforcer magnitude is referred to as unit price. Previous research with nonhuman subjects has demonstrated that (a) comparable amounts of food are consumed at the same unit price even though different response requirements and reinforcer magnitudes comprise that unit price and (b) increases in unit price decrease food consumption in a positively decelerating fashion. The present study assessed the generality of these findings to the cigarette smoking of 5 human volunteers. During approximately 18 3-hr sessions, various combinations of response requirement (fixed-ratio 200, 400, and 1,600) and reinforcer magnitude (1, 2, and 4 puffs per bout) were arranged. Consumption (i.e., the number of puffs) generally was comparable at the same unit price independent of the response requirement and reinforcer magnitude comprising that unit price. In addition, increasing unit price generally decreased consumption in a positively decelerating fashion. These results extend the generality of the unit-price analysis to human cigarette smoking. Moreover, these results further support the position that reinforcer magnitude and response requirement are functionally equivalent and interact to determine consumption. The concept of unit price, by integrating and summarizing the effects of those two operations, provides a more parsimonious explanation of the results than do separate evaluations of the effects of response requirement and reinforcer magnitude.