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When you walk on a street filled with shops, your attention drifts to the storefronts that attract you the most. That’s a natural reaction; as you’re drawn to the things that you care about the most, you’ll unconsciously look for them in the world around you. A similar thing happens in the digital world. Notice how you pay more attention to topics that you’re interested in and, almost automatically, discard anything that isn’t in your range of interests. This ability is called selective attention, and it’s what lets you direct your mental resources toward particular stimuli while filtering out less important information. Top-down processing is one of the mechanisms of selective attention that uses your pre-existing knowledge and expectations to decide what to do with new information. This mechanism is also responsible for immediately discarding anything that isn’t aligned with your own belief system, including a storefront...