Abstract:
The causal relationship between attention and value is a core topic in decision-making research. With advancements in computational modeling, particularly the application of the attentional Drift Diffusion Model (aDDM), researchers have found that attention can amplify the value of options to guide decisions, known as "choose what I see." However, the limitations and conflicting results of this model in practical applications have called this perspective into question, suggesting an alternative causal relationship—"see what I choose," where consumers make choices based on the value of items, with attention merely reflecting this value passively. This review aims to explore the application value of aDDM and its conflicting findings in elucidating the relationship of attention and value. The results revealed that, although aDDM provides concrete evidence for the "choose what I see" hypothesis, the strength of this evidence is not sufficient to fully support the view. Moreover, the modeling results uncover a more complex interaction between attention and value, suggesting a potentially bidirectional dynamic relationship between the two. Future research should refine the time windows of attention and investigate this causal relationship within a more open theoretical framework, while also considering its implications for consumer decision-making.