Humans continuously need to learn to make good choices – be it using a new video-conferencing set up, figuring out what questions to ask to successfully secure a reliable babysitter, or just selecting which location in a house is least likely to be interrupted by toddlers during work calls. However, the goals we seek to attain – such as using zoom successfully – are often vaguely defined and previously unexperienced, and in that sense cannot be known by us as being rewarding. We hypothesized that learning to make good choices in such situations nevertheless leverages reinforcement learning processes, and that executive functions in general, and working memory in particular, play a crucial role in defining the reward function for arbitrary outcomes in such a way that they become reinforcing. I will show results from a novel behavioral protocol, as well as preliminary computational and imaging evidence supporting our hypothesis.