The Ig Nobel Prize in Psychology-winning creators of the famous "gorilla experiment" that demonstrated people's inattention to obvious facts draw on hundreds of creative experiments to whimsically reveal how the human race overrates its mental capacity.

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CHRISTOPHER CHABRIS and DANIEL SIMONS are cognitive psychologists who have each received accolades for their research on a wide range of topics. Their �Gorillas in Our Midst� study reveals the dark side of our ability to pay attention and has quickly become one of the best-known experiments in all of psychology; it inspired a stage play and was even discussed by characters on C.S.I. Chabris, who received his Ph.D. from Harvard, is a psychology professor at Union College in New York. Simons, who received his Ph.D. from Cornell, is a psychology professor at the University of Illinois.

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