Pay Attention: suppress unwanted information + become blind to what you do not want to see

paying attention also involves choosing what to ignore. For an object to come into the spotlight, thousands of others must remain in the shadows. To direct attention is to choose, filter, and select: this is why cognitive scientists speak of selective attention. This form of attention amplifies the signal which is selected, but it also dramatically reduces those that are deemed irrelevant. The technical term for this mechanism is “biased competition”: at any given moment, many sensory inputs compete for our brain’s resources, and attention biases this competition by strengthening the representation of the selected item while squashing the others.