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Surprising as it may seem, research shows that we rarely see what we are looking at unless our attention is directed to it. This phenomenon can have serious life-and-death consequences. Although the inextricable link between perceiving and attending was noted long ago by Aristotle, this phenomenon, now called inattentional blindness (IB), only recently has been named and carefully studied. Among the many questions that have been raised about IB are questions about the fate of the clearly visible, yet unseen stimuli, whether any stimuli reliably capture attention, and, if so, what they have in common. Finally, is IB an instance of rapid forgetting, or is it a failure to perceive?

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Metacontrast masking is generally considered an effect of preattentive processes operative in early vision. Because of the growing evidence of the role of attention in other phenomena previously considered low level and preattentive, its possible role in masking was explored in three experiments in which meaningful target stimuli known to capture attention (one's own name or a happy-face icon) were compared with control stimuli identical in spatial frequency and luminance. Not only were these salient stimuli significantly more resistant to masking than the control stimuli, but when one of the meaningful stimuli served as a mask, its strength was increased relative to a less meaningful variant, documenting the strong influence of attention on masking.