Adaptive inhibition of the non-chosen target. (a) Control latency task (top panel) and control choice task (lower panel) of Experiment 4, both without reward. With increasing target contrast, latency in single-trials decreased and the target with the higher contrast was preferably chosen in choice-trials. (b) Latency to the highly versus the less rewarded target for the different levels of difficulty (Experiment 4). The difference in single-trial latency increased with increasing difficulty in choice-trials. (c) Results of cueing (Experiment 5). Latency differences between less and highly rewarded single-trials were reduced when single-trials were cued compared to uncued.