During complex decisions people do not process all available information at once but instead they attend sequentially to different aspects of the available alternatives. However, the regularities that govern this sequential process remain poorly understood. The primary research direction of this project is to fill this gap by harnessing tools from sensory neuroscience in order to unravel the computational and neural mechanisms that guide attention towards different aspects of multiattribute alternatives. This project aspires to yield a neurophysiologically detailed theory of multiattribute choice that will shed light on century-long questions, such as why humans reverse their preferences irrationally, when irrelevant alternatives are added to the choice-set.