25. Change Blindness
A simple experiment at the cashier counter proved that we find it difficult to catch subtle changes in objects around us.
This could be anew signboard on the road or recognizing a person’s face. A man waiting in line at the cashier counter disappeared while trying to take a packet and another man appeared and finished the billing. About 75 percent of the time, the participants did not notice the change, showing how much selectively our brain chooses to get information.