Uncover the science behind disappointment and motivation with this seminal work on incentive relativity. Delve into the psychological impact of unmet expectations, exploring how animals and humans react when anticipated rewards are withheld. This comprehensive study offers a deep dive into key experimental findings and theoretical implications, providing crucial insights into behaviour, learning, and reward systems. Essential for behavioural science students, psychologists, and researchers across India seeking to understand the intricate drivers of motivation and response.