“…That is, one would assume that a perfectly rational agent would favor choices more associated with larger and more probable returns (i.e., EBPs) over alternatives with lesser, or at least less probable, returns (i.e., fads, pseudoscience). Indeed, Rational Choice Theory holds that individuals seek to maximize utility (Hantula, 2017), and in the case of behavioral therapies, should choose EBPs more often than not (Gilroy et al, 2022). However, research with human and nonhuman animals has found that organisms rarely behave rationally and regularly demonstrate patterns of "irrational" or "suboptimal" choice (Ainslie, 1975(Ainslie, , 1992.…”