Gas Station Psychology

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Abstract
The potential value of increased specialization within ecological psychology is described, based on the model employed in the natural sciences. The basic unit of the field is the behavior setting, and the most likely unit for specialization is the genotype, which is comprised of functionally similar settings. In particular, mundane and ubiquitous settings, whose influence has been neglected by psychologists, deserve study. Specialists must develop subject-matter knowledge of their chosen genotype, including its history, technology, nomenclature, economics, and environmental context. Specialization does not preclude acquiring basic disciplinary knowledge nor the ability to teach and do research in traditional areas of psychology.

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