“…More often, we engage in goal-directed behavior, such as setting the table or looking for the salt, during which location and identity representations of the surrounding objects are generated "on the fly". There is strong support for reliable memory of incidentally encoded items (Castelhano & Henderson, 2005;Draschkow et al, 2014;Draschkow, Reinecke, Cunningham, & Võ, 2018;Draschkow & Võ, 2017;Hollingworth, 2012;Hout & Goldinger, 2010, 2012Kit et al, 2014;Võ & Wolfe, 2012, 2013bWilliams, 2010;Williams, Henderson, & Zacks, 2005;Wolfe, Alvarez, Rosenholtz, Kuzmova, & Sherman, 2011), but the importance of probing LTM content which was formed incidentally really becomes apparent when it is used to guide proactive behavior in naturalistic environments. Võ and Wolfe (2012) demonstrated that attention is most profoundly influenced by item memory established during search ("looking for"), compared to explicit memorization and free viewing in complex scenes ("looking at").…”