A Quantitative Relationship between Signal Detection in Attention and Approach/Avoidance Behavior

Vijay Viswanathan1, John P Sheppard2, Byoung W Kim3

  • 1Medill Integrated Marketing Communications, Northwestern UniversityEvanston, IL, USA; Applied Neuromarketing Consortium, Medill, Kellogg, and Feinberg Schools, Northwestern UniversityEvanston, IL, USA.

Summary

This study reveals a link between divided attention and reward processing. A higher tolerance for errors in attention tasks correlates with greater loss aversion, suggesting integrated cognitive systems.

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