Daily life is full of choices. How humans and other animals decide to allocate tiime and effort across competing priorities has fascinated researchers for decades. Psychologists have found that most animals allocate their time among options in proportion to rewards received from the options, adjusting their behavior accordingly in response to reward feedback, a behavioral law known as "matching." A Dartmouth-led research team has developed metrics that measure the information content of response to reward feedback and used these metrics to predict global matching behavior. The results are published in Nature Communications.