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The Active Ingredient features expert insights and commentary from leaders of ZS Associates' global pharmaceuticals practice.

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Cognitive and Behavioral Insights Series: The Impact of Inattentional Blindness in Healthcare

Posted by Jessie Yoh on Tue, May 17, 2016

Chances are, you’re probably familiar with the so-called “invisible gorilla,” a series of psychological studies. In the most well-known example, researchers show a video of people passing a basketball back and forth, and they ask viewers to keep track of how many times the ball is passed. When a man in a gorilla suit walks through the people playing the game, half of the respondents reported that they failed to notice it.

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Topics: invisible gorilla, Jessie Yoh, inattentional blindness, communication strategy

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