with other observers — this time with the gorilla stopping to face the camera and thump its chest — only six of 12 people noticed it,
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.
The study, published in 1999 in Perception, established that people viewing a particular space and concentrating on a task can miss shockingly obvious things (SN: 5/21/11, p. 16). “It reveals how limited our awareness of our environment is,
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, and driving is one context where it matters a lot,” Simons says. Drivers need to be ready for the unexpected. The more distracted a person is,
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, he says, “the less likely you are to see the unexpected.”
Cognitive demand
It’s all part of what scientists call cognitive load. “When we communicate with a person we can’t see,
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, we create a mental image of them,
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,” says sociologist Clifford Nass of Stanford University. The task occupies more available brain power than passively listening to a radio,
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, which requires no interaction.
The more remote the conversation,
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, the more taxing it is. Nass says he realized this after his team told drivers in a test simulation that a voice piped into the simulator was coming from nearby in some cases and from faraway Chicago in others. Although the voice was identical, “people drove significantly worse when they thought it was from Chicago,
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,” he says. The drivers had to fill in more context.
Paul Atchley, a cognitive psychologist at the University of Kansas in Lawrence, says having a remote conversation and driving a car means performing two tasks at once, what some people consider multitasking

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