If you're not looking for it, you probably won't see it

http://www.eurekalert.org/pub_releases/2013-07/bawh-iyn071913.php

Public release date: 19-Jul-2013
Contact: Jessica Maki
Brigham and Women's Hospital

Brigham and Women's Hospital study examines sustained inattentional blindness in expert observers

Boston—If you were working on something at your computer and a gorilla floated across your computer screen, would you notice it? You would like to think yes, however, research shows that people often miss such events when engaged in a difficult task. This is a phenomenon known as inattentional blindness (IB). In a new study from Brigham and Women's Hospital (BWH) in Boston, researchers have found that even expert searchers, operating in their domain of expertise, are vulnerable to inattentional blindness. This study published this week Psychological Science.

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The researchers asked 24 radiologists to perform a familiar lung nodule detection task. They examined five scans; each scan contained an average of 10 nodules. A gorilla, 48 times larger than the average nodule, was inserted in the last scan. The researchers found that 83 percent of radiologists did not report seeing the gorilla. With the help of Melissa Le-Hoa Vo, post-doctoral researcher at BWH, the researchers tracked the eye-movements of the radiologists and found that that the majority of those who missed the gorilla looked directly at it.

"The radiologists missed the gorillas not because they could not see them, but because the way their brains had framed what they were doing. They were looking for cancer nodules, not gorillas," explained Jeremy Wolfe, senior psychologist and director of the Visual Attention Laboratory at BWH. "This study helps illustrate that what we become focused on becomes the center of our world, and it shapes what we can and cannot see."

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