Editing Reinforcement (section)

===Economics===

{{main|Behavioral economics}}
{{further|Consumer demand tests (animals)}}
Both psychologists and economists have become interested in applying operant concepts and findings to the behavior of humans in the marketplace. An example
is the analysis of consumer demand, as indexed by the amount of a commodity that is purchased. In economics, the degree to which price influences consumption is called "the price elasticity of demand." Certain commodities are more elastic than others; for example, a change in price of certain foods may have a large effect on the amount bought, while gasoline and other essentials may be less affected by price changes. In terms of operant analysis, such effects may be interpreted in terms of motivations of consumers and the relative value of the commodities as reinforcers.<ref>Domjan, M. (2009). The Principles of Learning and Behavior. Wadsworth Publishing Company. 6th Edition. pages 244–249.</ref>