Manipulation of Predictive and Incentive Value Have Divergent Effects on Sign- and Goal-Tracking Behavior

Attention, the mechanism that prioritizes stimuli in the environment for further processing, plays an important role in behavioral choice. In the present study, we investigated the automatic orienting of attention to cues that signal reward. Such attentional capture occurs despite negative consequences, and we investigated whether this counterproductive and reflexive behavior would persist following outcome devaluation. Thirsty participants completed a visual search task in which the color of a distractor stimulus in the search display signaled whether participants would earn water or potato chips for making a rapid eye movement to a diamond target, but looking at the colored distractor was punished by omission of the signaled reward. Nevertheless, participants looked at the water-signaling distractor more frequently than the chip-signaling distractor. Half the participants then drank water ad libitum before continuing with the visual search task. Although the water was now significantly less desirable for half of the participants, there was no difference between groups in the tendency for the water-signaling distractor to capture attention. These findings suggest that once established, counterproductive attentional bias to signals of reward persists even when those outcomes are no longer valuable. This suggests a “habit-like” attentional mechanism that prioritizes reward stimuli in the environment for further action, regardless of whether those stimuli are aligned with current goals or currently desired.

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Attentional capture by signals of reward persists following outcome devaluation

Watson

Pavri

et al. 2022

Learn. Mem.

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Manipulation of Predictive and Incentive Value Have Divergent Effects on Sign- and Goal-Tracking Behavior

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Attentional capture by signals of reward persists following outcome devaluation

Attentional capture by signals of reward persists following outcome devaluation

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