If you’ve spent any time on YouTube over the last few years (and you know you have), you’ve likely seen the video of the invisible gorilla experiment (if you’ve somehow missed it, catch yourself up here). The researchers who conducted that study, Dan Simons and Chris Chabris, didn’t realize that they were about to create an instant classic—a psychology study mentioned alongside the greats, and known well outside the slim confines of psych wonks. Milgram taught us about our sheepish obedience to authority; Mischel used marshmallows to teach us about delayed gratification; and Simons and Chabris used a faux gorilla to teach us that we are not the masters of attention we think we are.
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The Neuron, The Brain, and Thinking Smarter