Published online by Cambridge University Press: 26 June 2026
Chapter 5 opens with a comparison between stimulus–response (habit) controls and cognitive controls. It draws a distinction between wanting something and wanting not to want it; for example, a smoker who wants cigarettes (low level, attribution of incentive salience) but wants not to want them (high level, conscious, rational decision-making). Goal direction is associated with the prefrontal cortex and a move to automaticity is associated with a lowering of prefrontal control. The chapter draws a distinction between goal trackers and sign trackers. The discussion then turns to decision-making in humans describing a hot system versus cool system and the role of stress. Examples are given of bottom-up and top-down factors in cooperation or competition (e.g. the marshmallow effect).
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