A fun informational video introducing the concept of reinforcer strength and its affect on behavioral choice, by James Fritzler and Susan Friedman, PhD.

For a given learner… Dog, human, mouse etc.
in a given environment,
presented with a given cue…
there are always competing rewards (reinforcers) available,
for a wide variety of behaviors.

Some are weak… some are stronger…
but the strongest reinforcers produce the strongest behaviors.
So listen up: life is full of choices. The behaviors that produce the strongest reinforcers are the behaviors our learners will do more.

This is called The Matching Law!