Going for It

Abstract

What we pay attention to is influenced by reward learning. Previously reward-associated stimuli are difficult to ignore, automatically drawing our attention even when we know they are no longer beneficial to us. Recent research has suggested that these value-dependent attentional biases affect more than just perception, biasing an individual to act in such a way as to pursue the attended stimulus. Here, I review this evidence and argue for a direct link between attentional biases and shifts in action-related priorities. Given this link, abnormal or otherwise inappropriate reward-related attentional biases are hypothesized to contribute to undesired habits and poor economic choices.