I’m no psychologist, but I think attention seeking behaviour is usually to do with positive reinforcement – What I mean is, if someone does something which you would call ‘attention seeking’ and they get the reward they’re seeking, then the brain learns how to get what it wants, so you’re more likely to do it again. You can train people in exactly the same way you train dogs! Not that you should though. I think if you were looking to stop this you would have to promote other behaviours, it’s a lot easier to do that than to get rid of something. I’m not sure how you’d do that though.