Chabris and Simons were awarded the 2004 Ig Nobel Prize in psychology for demonstrating that when people pay close attention to something, it’s all too easy to overlook anything else — even a woman in a gorilla suit.
Their experiment — one of the most startling demonstrations about human nature — can be seen in the video below.
In the book, the two psychologists say that the Ig Nobel experience led them to realize the widespread implications of their research, which in turn eventually led them to write this book.
BONUS: Chabris and Simons also write an Invisible Gorilla blog.
BONUS: Dan Simons offers a simple explanation for recent press reports that “Eyesight improves when people expect to have especially keen vision”.