Jack W. Brehm

Jack W. Brehm was an American social psychologist known for his research on human motivation, choice, and social behavior. He studied how individuals make decisions and the factors that influence their preferences and satisfaction. Brehm developed theories such as the "Free-Choice Paradigm," which examines how people justify their decisions after choosing something, often increasing their liking for the chosen item and devaluing rejected options. His work helps us understand motivation, decision-making, and how people cope with loss, providing insights relevant to psychology, consumer behavior, and social interactions.