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 [email protected]


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.