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Published online by Cambridge University Press: 04 December 2013
We argue that maximising utility does not promote survival. Hence, there is no reason to expect people to modulate effort according to a task's opportunity costs. There is also no reason why our evaluation of the marginal opportunity costs of tasks should predictably rise with repetition. Thus, the opportunity cost model cannot explain why tasks typically become harder over time.
Target article
An opportunity cost model of subjective effort and task performance
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Author response
Cost-benefit models as the next, best option for understanding subjective effort