Psychological factors play a huge role in our daily interaction. It's also one of the most interesting topics in project management.
Ready? Take a look at the following video:
How did you do? Here's another: Who did it?
What you witnessed belongs to Cognitive psychology. "Selective attention is simply the act of focusing on a particular object for a period of time, while simultaneously ignoring irrelevant information that is also occurring. This occurs on a daily basis and can be seen in how people pay attention to something and how much attention is given at that time. Because it is impossible to give attention to every stimulus in our environment, we use selective attention to select what stimulus are important as events occur."