Pavlovian conditioning describes a form of associative learning wherein initially neutral cues acquire motivational value through repeated pairing with rewards. Two learning profiles have been identified in how such cues acquire value and bias performance: sign-trackers, i.e., individuals who attribute high incentive (or attractive) value to reward-predictive cues, and goal-trackers, i.e., individuals who acquire the predictive value of cues but use it to directly approach the reward. The acquisition of incentive value seems crucial in making sign-trackers maladaptive, favouring behaviours like impulsivity and addiction. Recently, it has been discovered that Pavlovian cues can alter optimal decision-making by inducing bias towards suboptimal choices. We hypothesize that such bias is mediated by the incentive value attributed to Pavlovian cues and is therefore increased for sign-trackers. To test this hypothesis, 60 participants performed a Pavlovian-to-Instrumental Transfer task adapted to study the suboptimal decision-making. Participants were classified as sign- or goal-trackers using a validated methodology based on dwell time over cues (sign) and rewards (goal) recorded through eye-tracking. The acquisition of incentive value of cues by sign-trackers was assessed through psychophysiological (pupillometry) indexes. Results confirmed our hypothesis: only sign-trackers showed suboptimal decision-making induced by Pavlovian cues, while goal-trackers ignored Pavlovian cues, optimizing choices. These findings have important implications for developing individualized treatment for maladaptive behaviours like addiction and impulsivity.