Visual selective attention is the brain function that modulates ongoing processing of retinal input in order for selected representations to gain privileged access to perceptual awareness and guide behavior. Enhanced analysis of currently relevant or otherwise salient information is often accompanied by suppressed processing of the less relevant or salient input. Recent findings indicate that rewards exert a powerful influence on the deployment of visual selective attention. Such influence takes different forms depending on the specific protocol adopted in the given study. In some cases, the prospect of earning a larger reward in relation to a specific stimulus or location biases attention accordingly in order to maximize overall gain. This is mediated by an effect of reward acting as a type of incentive motivation for the strategic control of attention. In contrast, reward delivery can directly alter the processing of specific stimuli by increasing their attentional priority, and this can be measured even when rewards are no longer involved, reflecting a form of reward-mediated attentional learning. As a further development, recent work demonstrates that rewards can affect attentional learning in dissociable ways depending on whether rewards are perceived as feedback on performance or instead are registered as random-like events occurring during task performance. Specifically, it appears that visual selective attention is shaped by two distinct reward-related learning mechanisms: one requiring active monitoring of performance and outcome, and a second one detecting the sheer association between objects in the environment (whether attended or ignored) and the more-or-less rewarding events that accompany them. Overall this emerging literature demonstrates unequivocally that rewards "teach" visual selective attention so that processing resources will be allocated to objects, features and locations which are likely to optimize the organism's interaction with the surrounding environment and maximize positive outcome.
Visual selective attention (VSA) is the cognitive function that regulates ongoing processing of retinal input in order for selected representations to gain privileged access to perceptual awareness and guide behavior, facilitating analysis of currently relevant information while suppressing the less relevant input. Recent findings indicate that the deployment of VSA is shaped according to past outcomes. Targets whose selection has led to rewarding outcomes become relatively easier to select in the future, and distracters that have been ignored with higher gains are more easily discarded. Although outcomes (monetary rewards) were completely predetermined in our prior studies, participants were told that higher rewards would follow more efficient responses. In a new experiment we have eliminated the illusory link between performance and outcomes by informing subjects that rewards were randomly assigned. This trivial yet crucial manipulation led to strikingly different results. Items that were associated more frequently with higher gains became more difficult to ignore, regardless of the role (target or distracter) they played when differential rewards were delivered. Therefore, VSA is shaped by two distinct reward-related learning mechanisms: one requiring active monitoring of performance and outcome, and a second one detecting the sheer association between objects in the environment (whether attended or ignored) and the more-or-less rewarding events that accompany them.
The activation of motivational systems by stimuli in the environment that are associated with rewarding experiences is able to trigger plastic changes in the brain, thereby altering the attentional priority of those stimuli. As a result, attentional deployment is often abnormal in addiction, with drug-related stimuli attracting attention automatically and gaining control over behavior. For example, smokers show attentional biases toward smoke-related cues, but the mechanisms underlying these effects and the nature of their link to addiction are still debated. Here, we investigated the influence of gender and individual factors on the temporal dynamics of attentional deployment toward smoke-related stimuli in young smokers. Crucially, we found a striking gender difference, with only males exhibiting a typical attentional bias for smoke-related items, and the bias revealed strong time dependency. Additionally, for both males and females, various personality traits and smoking habits predicted the direction and strength of the measured bias. Overall, these results unveil a crucial influence of several predictors-notably, gender-on the biases of attention toward smoke-related items in chronic smokers.
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