“…But more recently, these views have changed and paved the way for more refined theories which allow for executive control over unconscious processing (Kiefer, 2012;Ansorge et al, 2014). This is demonstrated specifically by studies that show that current task-goals (Ansorge and Neumann, 2005;Kiefer and Martens, 2010;Schmidt and Schmidt, 2010), different forms of attentional selection (Naccache et al, 2002;Ansorge et al, 2009Ansorge et al, , 2010 and individual differences in attention and perception (Pohl et al, 2014;Prasad et al, 2017) modulate the extent of priming effects when the primes remain almost invisible. While the role of attention in masked priming has been studied using traditionally defined forms of exogenous and endogenous attention (Sumner et al, 2006;Ansorge et al, 2009Ansorge et al, , 2010, the role of newer forms of attentional control such as reward has not been examined.…”