Endogenous reward is a bridge between social/cognitive and behavioral models of choice

Abstract Endogenous reward (intrinsic reward at will) is a fiat currency that is occasioned by steps toward any goals which are challenging and/or uncommon enough to prevent its debasement by inflation. A “theory of mental computational processes” should propose what properties let goals grow from appetites for endogenous rewards. Endogenous reward may be the universal selective factor in all modifiable mental processes.