Our brains evaluate everything instantly in terms of potential threat or benefit, and adjusts behavior to get more of the good and less of the bad.
Affective reactions: We often find ourselves liking or disliking something the instant we notice it.
Zajone showed that one can make someone like a word or image just by repeatedly showing it to them (advertising): He even demonstrated subliminal influences (showing image for 0.001 seconds).
These affective reactions reduce the information being sent to the rider.