To function effectively the brain needs to prioritize information so it can make decisions about what it needs to focus on at any given time. The human brain is designed to pay conscious attention to four key areas and they are organised in order of priority:
1. Risk
2. Important
3. Pleasurable
4. Engaging
The conscious brain will pay immediate attention if something is a Risk or dangerous, this overrides everything and prioritizes the actions of the person concerned (Risk being 3 times more powerful than the benefits).
-- Sue Barrett
