A person searching for a ripe tomato at the grocery store is more likely to notice apples, strawberries and other red fruits as well, according to a new UC Irvine study that used functional magnetic resonance imaging (fMRI) to measure changes in blood flow in the brain. Cognitive scientist John Serences also discovered that more neurons are called into action to help the eyes find a particular object than has previously been documented. The findings, published in the July 18 online edition of the journal Neuron, may help scientists better understand Attention Deficit Hyperactivity Disorder, while also explaining how healthy people’s brains create awareness of their surroundings.