Gibbon (1995) elaborated an ingenious model of matching, a feedforward model that is consistent with Heyman's (1982) suggestion that matching behavior does not depend on selection by consequences. Most models (for example, Herrnstein & Vaughan, 1980) have been feedback models, built on the law of effect. Measurements of how rapidly rats adjust to changes in the relative rates of brain stimulation reward on concurrent random interval schedules imply a feedforward process. The adjustments are, however, too fast to be consistent with Gibbon's model. John Gibbon pioneered the psychophysical study of interval timing and the application of information-processing models to our understanding of conditioned behavior. Among his many, highly original contributions was a model of matching behavior (Gibbon, 1995), which differed in a fundamental way from previous models. The difference has potentially far reaching implications for our understanding of instrumentally conditioned behavior. Unlike most previous models, Gibbon's model does not assume that the consequences of previous responses feed back to affect the relative strengths of competing behaviors (for a review of models of this type, see Lea & Dow, 1984). Gibbon's model is a purely feedforward model. The experience of different intervals between rewards elicits stay durations inversely proportionate to the ratio of those intervals, without regard to the effect that the animal's behavior has on those intervals.The law of effect ought to apply with exceptional directness when subjects are given a matching protocol. Thorndike (1911, p. 244) wrote ''The Law of Effect is that: Of several responses made to the same situation, those 46 0023-9690/02 $35.00