Value-Modulated Attentional Capture Arises Entirely Unconsciously (in Those Who Ultimately Become Aware of the Stimulus-Value Association Responsible For it)

Value-modulated attentional capture (VMAC) is when a stimulus attracts attention towards itself not only because of its perceptual distinctiveness from the surrounding environment but also because it has become associated with a valuable outcome in the person’s learning history. There has been interest in determining whether VMAC takes place without awareness of the stimulus-value association (i.e., unconsciously) or whether this awareness is necessary for VMAC (i.e., VMAC must be conscious). Previously, we found evidence of VMAC only in individuals that display awareness of the stimulus-value association. Seemingly, this suggests that awareness is necessary for VMAC. However, this evidence was obtained from experiments that used a post-hoc awareness test (awareness was assessed at the end of the experiment) – it is possible that VMAC was acquired before participants became aware. The current experiment, like our previous experiments, implemented Le Pelley et al.’s (2015) paradigm to establish VMAC. However, we incorporated a concurrent awareness test, where participants were repeatedly tested on their awareness throughout training, rather than after it. From this, we could identify at what point participants became aware and determine if VMAC arose before or after this point. The current experiment replicated our prior results in that VMAC was found only in participants that became aware. However, VMAC emerged in these participants entirely before they became aware. These findings suggest that while VMAC will only be found in individuals that ultimately come to show awareness of the stimulus-value association, it will arise in these individuals entirely unconsciously.