People only perceive what they are looking for and what they think they will see. As a friend of mine is graduate school said, "I'll see it when I believe it."
This video is an excellent example of how well we misperceive.
While the above video was a demonstration, the following video is from an actual experiment which tested the hypothesis of inattentional blindness.
Participants were asked to watch the video and count the number of passes made by the team dressed in white.
Go to this page and watch the video
http://viscog.beckman.uiuc.edu/grafs/demos/15.html
After watching it, scroll down
in this condition (count the passes by the team in white) only 42% of the participants noticed the gorilla.
Here is a link to the article.
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