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up on the curtain, but then you might not have noticed the gorilla. So, there's no, the trick to this is deeper than just something you don't notice. In psychology jargon,
this phenomenon is known as "inattentional blindness" now and this is a term that was popularized by Arien Mack and Irvin Rock in their book of the same name. And the idea
is that when we're not paying attention to something, it can be as though we're actually blind to it. It's as though the thing isn't there or as though we don't see it at all.
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