“…Electrophysiological and neuroimaging research has also been consistent with the idea that reward has a rapid influence on the visual system, with reward modulation of stimulus-driven activity being observed as early as sensory cortex (Hickey et al, 2010; MacLean & Giesbrecht, 2015; Serences, 2008; Serences & Saproo, 2010; but see Tankelevitch et al, 2020). Moreover, the VMAC effect has been demonstrated to be largely immune to goal-directed attentional control, in that the attentional bias to reward signals persists even when explicit instructions about the counterproductive consequences of orienting to the reward-signaling distractor are provided (Kim & Anderson, 2019; Pearson et al, 2015), and under conditions in which capture by physically salient stimuli can be suppressed (Kim & Anderson, 2021; Le Pelley et al, 2020; Pearson et al, 2020). Together, these findings suggest that signals of reward are afforded special priority within the visual system, such that they rapidly and automatically capture our attention and gaze, even when suppressing such capture would be in our best interest.…”