The Illusion of Attention
In psychology there are some pretty famous studies that have penetrated popular culture. Many folks are at least familiar with Skinner’s rat box, Pavlov’s salivating dogs, Milgram’s obedience studies, Bandura’s Bobo Dolls, and Harlow’s rhesus monkeys reared by wire frame terry cloth mothers. In recent history, perhaps the most well known study pertains to inattentional blindness. If you have never heard of or seen a video of six college students, three in black shirts and three in white shirts, bouncing a couple basketballs back and forth, see the following video before you proceed.
So, of course I am referring to Daniel Simons’ Invisible Gorilla study. Just about everyone I know has seen this video, and I don’t recall any of them telling me that they did see the gorilla. I didn’t and I was absolutely flabbergasted – because I tend to be a pretty vigilant guy. This video is a graphic illustration of what Chabris and Simons (2010) refer to as the Illusion of Attention, and about 50% of those who watch the video while counting passes among white shirted players miss the gorilla.
This particular illusion concerns me because I spend a fare amount of time riding a bicycle on the roads of Western New York. So why should I or anyone who rides a bicycle or motorcycle, or anyone who drives while texting or talking on a cell phone be concerned?
The cold hard truth is that we may completely miss events or stimuli that we do not expect to see. If you don’t expect to see, and therefore fail to look for, bicycles and motorcycles, you may look right at them but fail to see them. LOOKING IS NOT SEEING just as hearing is not listening. This hearing/listening analogy is dead on. How often have you been caught hearing someone but not listening to what was actually being said? Chabris and Simons discuss in their book, The Invisible Gorilla, a study conducted by Daniel Memmert of Heidelberg University that demonstrated (using an eye-tracker) that virtually everyone who missed the gorilla looked directly at it at some point in the video (often for a full second). Bikers are the invisible gorillas of the roadways.
And as for drivers, if you are distracted by a cell phone conversation or by texting, you are less likely to see unexpected events (e.g., bicycles, motorcycles, pedestrians, wildlife).
Most drivers who text and talk on cell phones do not have problems. In fact, most driving is uneventful – as a result, most people get away with these behaviors. However, it is when there is an unexpected event that mobile phone users struggle with seeing and responding fluently to these events. You are under the same illusion as everybody else who has not been in an accident. Everyone believes, until they hit or kill somebody, that they are proficient drivers even while texting or talking on the phone. And by the way, hands free head sets make no difference. Driving while talking on a cell phone disables you as much as does alcohol.
Think about driving down a road not seeing and subsequently hitting a young child on a bike. Think about having to live with killing a middle aged couple with three kids in college who were lawfully riding down the road on a tandem bicycle. You hit the invisible gorilla. Live with that!
Daniel Simons, in a recently published study, also suggests that even if you are expecting an unexpected event, it is likely that you will miss other unanticipated events. Check out The Monkey Business Illusion video even if you have seen the invisible gorilla video. Test yourself.
I have long known that I am at risk while riding my bike on the road. I have recently incorporated wearing bright hi-vis attire as I ride. Doing so is completely inconsistent with my style; but I have done so in an effort to be safer. I was surprised to learn that research shows that doing so will increase your visibility for those that are looking for you – but that it will likely make no difference at all for inattentionally blind drivers. For those drivers who do not expect to see cyclists, hi-vis clothing will not likely increase the likelihood that you will be seen. Using head and tail lights works on a similar level. They do increase visibility but only for those looking for such strange sights. The best way to increase one’s safety while riding is to look like a car.
It is also important to note that riding in areas where there are more bikers helps too. Chabris and Simons (2010) noted a report by Peter Jacobson, a public health consultant in California who analyzed data on accidents involving automobiles striking pedestrians or cyclists. He found that in cities where there were more walkers and cyclists, there were actually fewer accidents. More folks walking or riding bikes seems to increase the level of driver expectation for seeing such individuals – thus making one less at risk of being victimized by inattentional blindness. It was further noted that drivers who also ride bikes may actually be more aware – if only more people would get out of their cars and get back on bicycles.
The bottom line is that our intuition about our attention is problematic. Intuitively we believe that we attend to and see, what is right before us. Research and real world data shows us that this is not the case. At the very least, when driving, we need to be aware of this erroneous assumption, and work diligently to avoid distractions like talking on the phone or texting. As for cyclists (motor powered or not) we must anticipate that we won’t be seen and behave accordingly. Although hi-vis clothing and lights may not aid in your visibility for some drivers, it will for those that are looking out for you.
Chabris and Simons contend that this illusion is a by product of modernity and the subsequent fast paced highly distracting world we live in. We have evolved for millions of years by process of natural selection in a middle sized slow paced world. Traveling faster than a few miles an hour is a relatively new development for our species. Today we travel in motor vehicles at break neck speeds. On top of that we distract ourselves with cell phones, Blackberries, iPhones, iPods and GPS units. Although the consequences of these factors can be grave – in most cases we squeak by – which is a double edged sword because it essentially reinforces the illusion and the behavior.
Chabris, C. F., & Simons, D. J., 2010. The Invisible Gorilla. Random House: New York.
Simons, D. J., 2010. Monkeying around with the gorillas in our midst: familiarity with an inattentional-blindness task does not improve the detection of unexpected events i-Perception 1(1) 3–6