Step two: This research illustrates the concept of perceptual (or inattentional) blindness. It is fascinatingly simple yet powerful. The idea is that we fail to notice obvious though unexpected objects in our environment when our attention is engaged elsewhere. With this in mind, please answer the following questions: 1. How many passes did you actually count? 2. Did you see any of the unexpected changes, such as: (a) the gorilla, (b) the curtain change colors, and/or (c) the player with a black shirt leave the game? Step three: This phenomenon has significant implications for how marketers grab consumers' attention. 1. Think about your own experiences. How would you describe the ads that grab your attention? 2. What do you see as one important way advertisers can grab consumers' attention? If you are struggling with this question, think of ads that appeal to you, answer why those ads appeal to you, and see if there are any commonalities.. For those interested, the authors of the gorilla study have a book published called 'The Invisible Gorilla