The matching law is a principle in behavioral psychology that describes how individuals allocate their responses based on the rewards they receive. Specifically, it states that the proportion of responses directed toward a particular option will match the proportion of rewards obtained from that option. This means that if one choice yields more rewards, a person is likely to choose that option more frequently. Originally formulated by B.F. Skinner, the matching law has been observed in various species, including humans. It helps explain decision-making processes in contexts like gambling, where individuals may favor games that provide higher payouts, reflecting their learned experiences with rewards.