Behavioral and Brain Sciences

Short Communication

Behavioral momentum and behavioral economic metaphors for excessive consumption

Rudy E. Vuchinich a1
a1 Department of Psychology, Auburn University, Auburn, AL 36849


Metaphors “highlight and hide” different aspects of phenomena. A behavioral economic metaphor for excessive consumption highlights the contextual features of behavioral-environment relations. Can the behavioral momentum metaphor generate a representation of context that is at least as useful as that generated by behavioral economics? Maybe, maybe not; or maybe a mixed metaphor will do a better job than either alone.