Jack Brehm

Jack Brehm was a renowned American psychologist known for his research on motivation and behavior. He is best known for the "Brehm's Theory of Motivation," which explains how people evaluate options and make choices based on their perceived utility, or value, of different options. His work highlighted that individuals are motivated to maximize benefits and minimize costs, influencing decision-making processes. Brehm’s research has applications in various fields, including psychology, marketing, and behavioral economics, helping us understand why people choose certain options over others.