The above-referenced article challenges the idea that technology simply “steals” our attention. Instead, it suggests that our brains prioritize actions based on perceived rewards, not habits. In a series of experiments, participants consistently chose tasks associated with higher rewards, even when these conflicted with trained habits. This reward-driven attention explains why digital technology is so engaging—it taps into our natural preference for immediate, valuable rewards.
The study emphasizes that technology doesn’t control attention but leverages our inherent reward-seeking tendencies. This finding suggests that understanding how we prioritize actions could inform future research on long-term planning, especially regarding personal values and memory recall. The researchers also plan to explore how people remember and act on future plans, with the expectation that reward-driven attention will continue to play a key role. Julius Thomas, M.S. shares his thoughts below:
As the article so clearly explains, the issue with human attention in today’s world is not our inability to focus, but how difficult it is to concentrate on less exciting things. In an environment flooded with constant, stimulating distractions, how can we help people ignore these immediate rewards and focus on something else? To put it in terms more relatable to non-neuroscientists: how does a child in a candy store focus on the vegetables under the table? This scenario captures the challenge we face today: learning, growing, and maintaining wellbeing in a world that bombards us with the “candy” of immediate, exciting stimuli.
Strategies for Winning the Battle of Digital Distractions
Stimulus Control: One of the most effective ways to help the brain focus on less immediately rewarding stimuli is through stimulus control. By designing environments that limit exposure to instinctual rewards, we can assist the brain in overcoming the monotony of routine. For thousands of years, we’ve known that removing distractions, as seen in places like monasteries, supports focus, mindfulness, scholarship, and achievement.
Train the Algorithm: The reality is that most people will continue using digital devices and social media, as it is a fundamental part of modern life. However, many don’t realize that the algorithms on these platforms can be trained to benefit them. The primary goal of an algorithm is simple: to give you content that keeps you engaged for as long as possible. However, you can train the algorithm to deliver information that supports your goals rather than distracting you.
To do this, start by following pages or profiles that expose you to content aligned with your personal or professional growth. Be mindful of what you click on or watch. In a few months of disciplined viewing habits, you can retrain your algorithms to bring you information that enhances your learning and focus.
The Brain’s Reward System and Technology’s Influence
To understand how technology influences our neural reward systems, it helps to know a few basics about the brain:
- The brain is efficient: It seeks the greatest reward with the least effort.
- The brain craves novelty: New stimuli are always more exciting than familiar ones.
- The brain values social stimuli: It recognizes the social significance of certain stimuli.
Social media excels at delivering all three of these elements. “Likes,” “shares,” and the content of pictures and videos clearly indicate social value. When your brain perceives these stimuli, it assigns them a higher reward value, which explains why content related to luxury goods, concerts, or celebrities tends to receive more engagement. Additionally, the constant “thumb scroll” on social platforms offers an endless stream of novelty—new content is always just a swipe away. This is a powerful way to keep your brain engaged and release rewarding neuromolecules.
Moreover, the brain operates on a cost-reward formula. If the effort to achieve a reward is high, the brain releases fewer motivational molecules. But if the effort is low, the brain releases more, encouraging us to seek that reward. This explains why learning something new—requiring significant effort—doesn’t release as many immediate rewards as, say, scrolling through your phone. It’s easier and quicker to get a hit of reward from social media than from engaging in a challenging task like studying or practicing.
Applying This to Performance and Achievement
So, how does this relate to performance in work or other achievement-based settings? The solution is simple, though not easy: you have to choose the hard path over the easy one, even though your brain is wired to take the easy route. High performers are able to delay gratification and pursue rewards that come only after sustained effort.
I teach this idea through the “Novelty vs. Consistency” concept. The brain craves novelty and immediate rewards, but achieving meaningful goals often requires boring, repetitive work—like shooting 500 basketball shots a day, reading an entire chapter of a textbook, or watching a long-form video training module. These tasks don’t offer the instant rewards that social media or TV do, yet they are essential for mastery.
To truly excel in any field, individuals need to overcome their brain’s natural inclinations and embrace the discomfort of long-term effort. A top performer does what is uncommon, mentally challenging, and avoids the temptation of instant gratification.
For teams and organizations, the key is to create systems that help employees do what high performers do mentally. This means aligning workplace behaviors with meaningful rewards. When companies manage to create strong incentives tied to desired behaviors, they have essentially “cracked the code.” It’s akin to what social media platforms have perfected: creating systems of rewards based on user behavior. Teams that implement this formula will see higher motivation and performance from their members.
Appearances
- Julius is giving the keynote speech at the Tangram Interiors Sales Summit in Newport Beach, CA on January 23, 2025.
- In early February, Julius will deliver remarks at the 6th Annual Conference of the Society of Sports Neuroscience in Deerfield Beach, Florida. He currently serves as President of the organization.
- In April, Julius will be delivering the keynote speech on “Enhancing Mental Resilience in Athletes: Strategies for Peak Performance” at the inaugural 2025 Sports Pharmacy Summit in Fort Lauderdale, Florida.