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Advertisements may lead you to care about trendy foods, or a friend may push you toward a genre of music. Yet, the adoption of values from the world around us is not typically within the scope of theories of rationality in philosophy and cognitive science. In this paper, we take a first step in understanding how environmental influences on values fit into a picture of rationality. Leveraging work on persistent attentional biases, we argue that exogenous direction of attention can under some conditions drive value change through two connections: in\u2010the\u2010moment attention leading to the acquisition of longer\u2010term attentional patterns and longer\u2010term attentional patterns driving the agent's structuring of tasks. These changes are intimately related to values and on some accounts constitute value change. Crucially, we argue that openness to environmental influence on values is not an unfortunate flaw that we happen to suffer but an efficient, resource\u2010rational solution to a constrained optimization problem.<\/jats:p>","DOI":"10.1111\/tops.70084","type":"journal-article","created":{"date-parts":[[2026,9,23]],"date-time":"2026-09-23T05:30:11Z","timestamp":1790141411000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Exogenous Valuing: A Resource\u2010Rational Account of Openness to Environmental Influence"],"prefix":"10.1111","author":[{"ORCID":"https:\/\/orcid.org\/0009-0007-4010-3468","authenticated-orcid":false,"given":"Alexander de","family":"Guzman","sequence":"first","affiliation":[{"name":"Department of Philosophy University of Toronto"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9099-3031","authenticated-orcid":false,"given":"Sara","family":"Aronowitz","sequence":"additional","affiliation":[{"name":"Department of Philosophy University of Toronto"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2026,9,22]]},"reference":[{"key":"e_1_2_8_2_1","doi-asserted-by":"publisher","DOI":"10.1037\/mac0000221"},{"key":"e_1_2_8_3_1","doi-asserted-by":"publisher","DOI":"10.1111\/nyas.12957"},{"key":"e_1_2_8_4_1","doi-asserted-by":"publisher","DOI":"10.1037\/emo0000596"},{"key":"e_1_2_8_5_1","doi-asserted-by":"crossref","unstructured":"Anderson B. A. Laurent P. A. &Yantis S.(2011).Value\u2010driven attentional capture.Proceedings of the National Academy of Sciences\u2014PNAS 108(25) 10367\u201310371.","DOI":"10.1073\/pnas.1104047108"},{"key":"e_1_2_8_6_1","doi-asserted-by":"publisher","DOI":"10.1017\/psa.2024.42"},{"key":"e_1_2_8_7_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.tics.2012.06.010"},{"key":"e_1_2_8_8_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.cognition.2019.104057"},{"key":"e_1_2_8_9_1","doi-asserted-by":"publisher","DOI":"10.3758\/BF03206384"},{"key":"e_1_2_8_10_1","doi-asserted-by":"publisher","DOI":"10.1037\/a0034489"},{"key":"e_1_2_8_11_1","unstructured":"Delapouite. (n.d.).Sandwich. Wikimedia commons. 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