Digital behavior does not occur in isolation within space, but is instead ever-present, vying for a user’s time against other alternative behaviors. The determinants of behavior choice are diverse, yet in behavioral sciences, this “behavioral competition” is operationalized by alterations in the value of the contingent reinforcer to latent behaviors. In this competitive environment, where the user has limited time to enact certain behaviors, they must choose by seeking a balance that maximizes their satisfaction (law of diminishing marginal utility & utility maximization model). This shifting process is known as behavioral contrast, which reflects a variation in some behavioral component due to the change in the value of reinforcers associated with any of the present behaviors. In the design of digital behaviors, understanding this process is fundamental, as it directs the designer towards potential enhancements of the digital service (through improving the reinforcers) to better its positioning against competitors.