with other observers — this time with the gorilla stopping to face the camera and thump its chest — only six of 12 people noticed it.
The study, published in 1999 in Perception,
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, 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, 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, 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,
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, “people drove significantly worse when they thought it was from Chicago,” he says. The drivers had to fill in more context.
Paul Atchley,
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, 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,
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, what some people consider multitasking

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