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A new study from the University of Copenhagen challenges the conventional belief that our attention is primarily controlled by external forces like technology. Instead, the research suggests that it is our brain’s inner reward system—rather than habits or technology—that largely dictates where we focus our attention. The study, published in the Journal of Experimental Psychology: Human Perception and Performance, highlights how tech companies leverage this innate reward system to capture our focus.
Attention Economy Misunderstood
For years, tech companies like Google, Apple, and Facebook have been criticized for overwhelming users with irresistible content that seemingly “steals” attention. While this is not entirely inaccurate, the new study reveals that our attention system is far more sophisticated than previously thought. According to Associate Professor Thor Grünbaum, who led the research, our attention doesn’t simply fall prey to external distractions but is actively directed toward what we perceive as rewarding.
“Our experiments show that the brain prepares several attention shifts at once, and the shift linked to the highest reward usually wins,” said Grünbaum. This finding underscores that, in many cases, we choose the content that delivers the greatest personal reward when presented with multiple options, contradicting the idea that technology directly controls our attention.
The Role of Rewards in Attention Shifts
In a series of experiments, participants were presented with various boxes on a computer screen, each associated with different points and corners displaying letters. The participants had to quickly shift their attention to the corner associated with the highest points. After thousands of repetitions, the study found that participants consistently chose the action associated with the highest reward, even when other actions had been extensively practiced.
“The action with the highest subjective value is most likely to be selected,” Grünbaum explained. “This finding shows that our values often override our habits, leading us to make decisions based on perceived rewards rather than automatic behaviors.”
Reframing the Attention Economy
The study’s findings challenge the popular notion that digital platforms are the primary culprits in controlling or diminishing our attention spans. Instead, these platforms merely exploit our brain’s natural tendency to prioritize actions that offer rewards. Rather than hijacking our attention, they tap into our inherent drive to seek out rewarding content.
This has significant implications for how we understand the so-called “attention economy.” According to the researchers, attention is not “stolen” but is voluntarily directed based on what we find rewarding. In other words, our choices—consciously or unconsciously—are shaped by the value we attach to specific actions or information.
Habits vs. Rewards
The study also sheds light on how rewards can override habits. Participants had been trained to associate a particular action with a specific outcome, but when given multiple options, they consistently chose the action offering the highest reward. This suggests that even deeply ingrained habits can be broken if a more rewarding option presents itself.
“When participants were presented with competing actions, they consistently prioritized the one with the greatest reward, even if another had been practiced repeatedly,” noted Grünbaum. “This insight provides a fresh perspective on how we make decisions in a world full of distractions and competing actions.”
Future Research: Long-Term Planning
Grünbaum and his team plan to extend their research into long-term planning. While the current experiments focused on short-term attention shifts, the next step will be to investigate how we recall and act on plans made for the future.
“For instance, if I decide to buy flour on my way home, how does that plan stay in my memory, and what triggers me to follow through with it? Especially when there are other competing tasks,” Grünbaum explained.
The researchers hypothesize that, as with short-term attention, long-term plans are likely to be driven by the perceived value of the action. However, real-world cues—such as a supermarket sign—may also play a role in triggering these planned actions.
The findings from this study offer a deeper understanding of how attention functions in the context of the digital world and everyday life. It highlights that, while technology can influence attention, it does so by tapping into our inherent desire for rewards, not by overriding our autonomy.
More Information: Franziska Oren et al, Testing biased competition between attention shifts: The new multiple cue paradigm, Journal of Experimental Psychology: Human Perception and Performance (2024). DOI: 10.1037/xhp0001194
