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What Umbrella?
In an elegant demonstration of inattentional blindness, researchers asked a group of participants to watch a video of men passing around a basketball. As the participants kept careful tabs on the players’ passes, a semi-transparent image of a woman with an umbrella appeared among them. Only 21% of the participants (1 out of 5) even noticed; the others had been focusing their attention elsewhere (Most et al., 2001).