Clarifying Contrast, Acknowledging the Past, and Expanding the Focus

This commentary highlights, clarifies, and questions various historical and theoretical points in Thomas Zentall’s review “What Suboptimal Choice Tells Us About the Control of Behavior.” Particular attention is paid to what Zentall refers to as the “unskilled gambling” paradigm. We acknowledge additional contributions to the study of suboptimal choice and clarify some theoretical issues foundational to a behavioral approach. We also raise important questions about Zentall’s use of the concept of “contrast,” how it is related to previous contrast research, and how it fails to extend a very similar explanation that predates it.