Limited attention

A fundamental characteristic of human psychology is that our attention is a limited resource. Attention is a cognitive process that allows us to focus on certain information, while neglecting other information in the same context. Our attention is typically directed as a result of two processes. A "top-down process," which is more delibrate, directs our attention to elements that are necessary to complete a task we are performing (e.g. looking for our partner at a busy party). Meanwhile, the more passive "bottom-up process" directs our attention to elements that are salient in the environment (e.g. a loud noise on the street).