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Goal-Directed Behavior Analysis

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The environment around us contains far more sensory information than we are able to process at any one time. Selective attention is the mechanism that allows us to efficiently orient our limited resources to a subset of relevant items in our environment. Models of visual selective attention have suggested a dichotomy between top-down and bottom-up attentional control. Top-down influences guide goal-directed behavior such that we select stimuli relevant to current task demands, whereas, bottom-up factors such as physical salience automatically capture attention. Therefore, attention can be orientated voluntarily to stimuli related to our current goals but also involuntarily by physically salient stimuli (Corbetta & Shulman, 2002; Desimone & Duncan, 1995; Egeth & Yantis, 1997; Itti & Koch, 2000; Posner & Petersen, 1990). …show more content…
For example, selection history – the notion that simply previously selecting a stimulus leads to an attentional bias– continues to be prioritized by visual attention even when no longer relevant to current goals and not physically salient. In addition, it has also been well documented that visual selection is biased toward reward-associated stimuli, which often interfere with voluntary goal-driven attention, even when associations are irrelevant, no longer rewarded and not physically salient (references). These findings cannot be explained by the classic bottom-up/top-down dichotomy as they are driven neither by goals or the properties of the stimulus themselves, leading researchers to suggest the dichotomy as a failed theoretical construct (Awh, Belopolsky, & Theeuwes,

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