Motivationally relevant stimuli benefit from strengthened sensory processing. It is unclear, however, if motivational value of positive and negative valence has similar or dissociable effects on early visual processing. Moreover, whether these perceptual effects are task-specific, stimulus-specific, or more generally feature-based is unknown. In this study, we compared the effects of positive and negative motivational value on early sensory processing using ERPs. We tested the extent to which these effects could generalize to new task contexts and to stimuli sharing common features with the motivationally significant ones. At the behavioral level, stimuli paired with positive incentives were learned faster than stimuli paired with neutral or negative outcomes. The ERP results showed that monetary loss elicited higher neural activity in V1 (at the C1 level) compared with reward, whereas the latter influenced postperceptual processing stages (P300). Importantly, the early loss-related effect generalized to new contexts and to new stimuli with common features, whereas the later reward effects did not spill over to the new context. These results suggest that acquired negative motivational salience can influence early sensory processing by means of plastic changes in feature-based processing in V1.

A growing body of evidence has demonstrated that multiple sources of salience tune attentional sets toward aspects of the environment, including affectively and motivationally significant categories of stimuli such as angry faces and reward-associated target locations. Recent evidence further indicates that objects that have gained personal significance through ownership can elicit similar attentional prioritization. Here we discuss current research on sources of attentional prioritization that shape our awareness of the visual world from moment to moment and the underlying neural systems and contextualize what is known about attentional prioritization of our possessions within that research. We review behavioral and neuroimaging research on the influence of self-relevance and ownership on cognition and discuss challenges to this literature stemming from different modes of conceptualizing and operationalizing the self. We argue that ownership taps into both “self-as-object,” which characterizes the self as an object with a constellation of traits and attributes, and “self-as-subject,” which characterizes the self as an agentic perceiver and knower. Despite an abundance of research probing neural and behavioral indices of self-as-object and its effects on attention, there exists a paucity of research on the influence of self-relevance of attention when self is operationalized from the perspective of a first-person subject. To begin to address this gap, we propose the Self as Ownership in Attentional Prioritization (SOAP) framework to explain how ownership increases salience through attention to external representations of self-identity (i.e., self as object) and attention to contextually mediated permission to act (i.e., self as subject).