U.S. News & World Report:
Once we learn the relationship between a cue and its consequences—say, the sound of a bell and the appearance of the white ice cream truck bearing our favorite chocolate cone—do we turn our attention to that bell whenever we hear it? Or do we tuck the information away and marshal our resources to learning other, novel cues—a recorded jingle, or a blue truck?
Psychologists observing “attentional allocation” now agree that the answer is both, and they have arrived at two principles to describe the phenomena. The “predictive” principle says we search for meaningful—important—cues amid the “noise” of our environments. The “uncertainty” principle says we pay most attention to unfamiliar or unpredictable cues, which may yield useful information or surprise us with pleasant or perilous consequences.
Read more: U.S. News & World Report