Do social utility judgments influence attentional processing?

Abstract

Research shows that social judgments influence decision-making in social environments. For example, judgments about an interaction partners’ trustworthiness affect a variety of social behaviors and decisions. One mechanism by which social judgments may influence social decisions is by biasing the automatic allocation of attention toward certain social partners, thereby shaping the information people acquire. Using an attentional blink paradigm, we investigate how trustworthiness judgments alter the allocation of attention to social stimuli in a set of two experiments. The first experiment investigates trustworthiness judgments based solely on a social partner’s facial appearance. The second experiment examines the effect of trustworthiness judgments based on experienced behavior. In the first, strong appearance-based judgments (positive and negative) enhanced stimulus recognizability but did not alter the size of the attentional blink, suggesting that appearance-based social judgments enhance face memory but do not affect pre-attentive processing. However, in the second experiment, in which judgments were based on behavioral experience rather than appearance, positive judgments enhanced pre-attentive processing of trustworthy faces. This suggests that a stimulus’s potential benefits, rather than its disadvantages, shape the automatic distribution of attentional resources. These results have implications for understanding how appearance- and behavior-based social cues shape attention distribution in social environments.