Goal-directed attentional control can substanially aid visual search, but only if it is recruited in an effective manner. Previously we found that strategies chosen to control attention vary considerably across individuals, and we proposed that effort avoidance may lead some individuals to choose suboptimal strategies. Here we present a more thorough analysis of individual differences in attentional control strategies. We used the adaptive choice visual search, which provides a method to quantify an individual's attentional control strategy in a dynamically changing, unconstrained environment. We found that individual's strategy choices are highly reliable across sessions, suggesting that attentional control strategies are stable and trait-like. In Experiment 2, we explored the extent to which strategy use was related to subjective evaluations of effort and performance. Results showed that the extent to which individuals found the optimal strategy to be effortful and effective predicted their likelihood of making optimal choices on a subsequent choice block. These results provide the first evidence for a relationship between effort and strategic attentional control, and they highlight the important and often neglected role of strategy in understanding attentional control. (PsycINFO Database Record (c) 2018 APA, all rights reserved).

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