Choice has a varied history as a topic of research in behavior analysis. To the extent that ?choice? refers to exercising free will, it is incompatible with a determinist philosophy of science. Nevertheless, it is consistently among the most popular topics at this conference and in behavioral journals. It has yielded some of the most significant conceptual and empirical advances in behavior analysis. From factors influencing consumer behavior to the role of impulsive behavior in substance abuse, from mathematical elaborations on the matching law that serve as the foundation for quantitative models of behavior to client preference assessments, few areas of behavior analysis have escaped the influence of choice. In this symposium, four distinguished behavior analysts with different research backgrounds and theoretical orientations present their ideas about the contributions of behavior analysis to the study of choice, and the value of choice as a research topic for behavior analysts. Speakers will discuss what we have accomplished already and offer their thoughts about where the field might go in the future.