Psychology—General 139 (2010): 665–82. Joseph T. McGuire and
Matthew M. Botvinick, “The Impact of Anticipated Demand on Attention
and Behavioral Choice,” in Effortless Attention , ed. Brian Bruya
(Cambridge, MA: Bradford Books, 2010), 103–20.
balance of benefits and costs : Neuroscientists have identified a region of
the brain that assesses the overall value of an action when it is completed.
The effort that was invested counts as a cost in this neural computation.
Joseph T. McGuire and Matthew M. Botvinick, “Prefrontal Cortex,
Cognitive Control, and the Registration of Decision Costs,” PNAS 107
(2010): 7922–26.
read distracting words : Bruno Laeng et al., “Pupillary Stroop Effects,”
Cognitive Processing 12 (2011): 13–21.
associate with intelligence : Michael I. Posner and Mary K. Rothbart,
“Research on Attention Networks as a Model for the Integration of
Psychological Science,” Annual Review of Psychology 58 (2007): 1–23.
John Duncan et al., “A Neural Basis for General Intelligence,” Science 289
(2000): 457–60.
under time pressure : Stephen Monsell, “Task Switching,” Trends in
Cognitive Sciences 7 (2003): 134–40.
working memory : Baddeley, Working Memory.
tests of general intelligence : Andrew A. Conway, Michael J. Kane, and
Randall W. Engle, “Working Memory Capacity and Its Relation to General
Intelligence,” Trends in Cognitive Sciences 7 (2003): 547–52.
Israeli Air Force pilots : Daniel Kahneman, Rachel Ben-Ishai, and Michael
Lotan, “Relation of a Test of Attention to Road Accidents,” Journal of
Applied Psychology 58 (1973): 113–15. Daniel Gopher, “A Selective
Attention Test as a Predictor of Success in Flight Training,” Human
Factors 24 (1982): 173–83.

3: The Lazy Controller

“optimal experience” : Mihaly Csikszentmihalyi, Flow: The Psychology of
Optimal Experience (New York: Harper, 1990).
sweet tooth : Baba Shiv and Alexander Fedorikhin, “Heart and Mind in
Conflict: The Interplay of Affect and Cognition in Consumer Decision
Making,” Journal of Consumer Research 26 (1999): 278–92. Malte
Friese, Wilhelm Hofmann, and Michaela Wänke, “When Impulses Take
Over: Moderated Predictive Validity of Implicit and Explicit Attitude
Measures in Predicting Food Choice and Consumption Behaviour,” British
Journal of Social Psychology 47 (2008): 397–419.