https://www.youtube.com/watch?v=Ahg6qcgoay4
http://www.chabris.com/Simons1999.pdf
This is the video of the test that was described, along with the essay ‘Gorillas in our midst: sustained inattentional blindness for dynamic events’ describing the phenomenon, written by two Harvard psychology researchers David Simon and Christopher Charibus. When the viewers focus on the white team passing the basketball, they experience both change blindness and inattentional blindness. They define change blindness as the lack of detection of large changes in objects or scenes and inattentional blindness as paying so little attention to an object that you cease to notice it entirely.
Their conclusion is that, “we perceive and remember only those objects and details that receive focused attention.”, and without us committing our sustained focused attention on a specific object or event (like looking for a moonwalking gorilla in the middle of a basketball game), then we fail to register it entirely.
This demonstrates the incredible power of distraction. When we are distracted, not only do we find it more difficult to quickly switch back to the task we were doing previously, but by severing our sustained focus on something to check the new notification on our iPhone, we potentially miss really obvious connections. All the more reason to “pay attention to attention”, as Rheingold says.