Accounting for attention in sequential sampling models of decision making.

When making decisions, people tend to shift their attention back and forth between stimuli, choosing options that they look at more overall and immediately before their responses. These relationships, and others, are well-described by sequential sampling models that assume that evidence for a given alternative is collected over time in proportion to its subjective value, amplified by attention. Furthermore, findings from a number of studies support a causal effect of attention on choice. This research is mostly focused on two-alternative forced choice, though some work has confirmed these relationships in multi-attribute and multi-alternative choice. Finally, we discuss recent interest in understanding what drives attention during the choice process, with findings suggesting that attention is drawn to noisier and more salient stimuli in two-alternative choice, as well as higher-value options in multi-alternative choice.