Attention

What is Attention? 

Attention is the cognitive process of selectively concentrating on specific information while ignoring other stimuli, enabling the brain to prioritize and manage limited mental resources. It plays a critical role in perception, learning, memory, and decision-making by filtering and focusing on what matters most in a given moment. Understanding attention is essential in fields like psychology, neuroscience, education, and UX design, where managing focus and distraction directly impacts performance and behavior.

The Basic Idea

You know that moment when you’re listening to someone explain the instructions to a new board game and you realize that you haven’t heard a single word they’ve said for the last five minutes? And then, when they ask if that makes sense, you have to smile and nod along while you’re internally panicking because your brain had been somewhere else entirely when they told you the difference between the red and green cards? Yet, you can probably still remember exactly what they said a few hours ago at dinner about their neighbor’s cat and what you had to eat at the restaurant. 

That’s attention at work—or rather, not at work in the way you'd hope, when you find yourself tuning out of important details. Attention is a finite resource, constantly being tugged in multiple directions by the environment, your internal state, and whatever YouTube video might autoplay next, demanding your attention for just a bit longer. In an age of endless notifications and predatory algorithms, attention isn’t just your ability to focus; psychologists also define it as something deeper: the set of cognitive processes that allow us to selectively concentrate on certain aspects of our world while ignoring others.

At its core, attention helps us prioritize; it’s what enables you to tune into a friend’s voice at a noisy party, scan a page of text for a keyword, or suddenly brake for a squirrel darting across the road. Classic psychological models break attention down into different types, like sustained attention (maintaining focus over time), selective attention (filtering out distractions), and executive attention (managing competing tasks or resolving conflict).1,2,3 Neuroscientifically, attention is supported by an interconnected web of brain networks involving the frontal cortex, parietal lobes, and subcortical structures like the thalamus and basal ganglia.1,2 These systems dynamically shift depending on what we’re trying to do, or how sleep-deprived, anxious, or overwhelmed we are.3

But attention isn’t just about the brain; it’s about the whole person in context. Our ability to attend fluctuates based on emotional state, neurodivergence, trauma history, cultural background, and even how well we slept last night.3 It can be hijacked by anxiety, dulled by depression, sharpened by novelty, or completely derailed by a single group text. Understanding attention means understanding not just how the mind works in the abstract, but how our minds interact with the environments, social systems, and stressors around us. In short, attention is the filter through which we experience the world, and sometimes, that filter is imperfect. 

“Everyone knows what attention is. It is taking possession of the mind, in clear and vivid form, of one out of what seems several simultaneously possible objects or trains of thought. Focalization, concentration of consciousness are of its essence. It implies a withdrawal from some things in order to deal effectively with others.”


— William James, American philosopher and psychologist 

About the Author

A smiling woman with long blonde hair is standing, wearing a dark button-up shirt, set against a backdrop of green foliage and a brick wall.

Annika Steele

Annika completed her Masters at the London School of Economics in an interdisciplinary program combining behavioral science, behavioral economics, social psychology, and sustainability. Professionally, she’s applied data-driven insights in project management, consulting, data analytics, and policy proposal. Passionate about the power of psychology to influence an array of social systems, her research has looked at reproductive health, animal welfare, and perfectionism in female distance runners.

About us

We are the leading applied research & innovation consultancy

Our insights are leveraged by the most ambitious organizations

Image

I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

Heather McKee

BEHAVIORAL SCIENTIST

GLOBAL COFFEEHOUSE CHAIN PROJECT

OUR CLIENT SUCCESS

$0M

Annual Revenue Increase

By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.

0%

Increase in Monthly Users

By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.

0%

Reduction In Design Time

By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.

0%

Reduction in Client Drop-Off

By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%

Read Next

Notes illustration

Eager to learn about how behavioral science can help your organization?