With animated cartoons as the reinforcer, college students repeatedly
made choices between a schedule providing 15 s of viewing followed by
75 s of waiting and a schedule providing 55 s of waiting followed by 2
5 s of viewing and then 10 s of waiting. Individual differences in cho
ice behavior were extreme: In the second half of the first session, on
at least 70% of the trials, 40% of subjects chose the small (15-s) re
inforcer (impulsivity) and 40% the large (25-s) reinforcer (self-contr
ol). Each of these subjects continued to choose the same schedule cons
istently throughout the second session 1 - 49 days later. A briefer sm
all reinforcer (10-s) produced self-control in almost all subjects. St
able individual differences could reflect an interaction between reinf
orcement variables and ''personality''.