An application of the matching law to social dynamics

Using a procedure similar to the one described by Conger and Killeen (1974), we evaluated levels of attending for 25 college students who participated in either a 20-min (n = 12) or 30-min (n = 13) discussion on juvenile delinquency. Confederates delivered statements of agreement (e.g., "I agree with that point") according to independent variable-interval schedules. Pooled results were evaluated using three generalized formulations of the matching law, and showed that matching was more likely during the first 5 min of the discussion than during the last 5 min. Individual data for 7 of 9 participants were better described by the generalized response-rate matching equation than by the generalized time-allocation matching equation when response allocation was characterized in terms of frequency rather than duration. DESCRIPTORS: choice, matching law, social dynamics, conversation, agreement, verbal behavior.