Dr Nick Wyche

From the simplest of choices to the most complex of crossroads, every decision we make involves collecting and assessing information about the options available to us. My research focuses on how biases in attention shape this process of evidence accumulation, influencing decision outcomes in subtle but meaningful ways. I am particularly interested in how learned biases toward reward-signalling stimuli capture attention and guide choices, even when this produces outcomes that conflict with our goals. My work investigates the relationship between attentional bias and decision outcomes using a variety of methodologies, including lab-based and online experiments, eye tracking, and computational modelling. I also have a background in applied research, using lab-based tasks to generate actionable insights for real-world problems in fields such as ageing and driver safety.