So you are sitting in the cinema, munching on a big tub of popcorn and watching the latest blockbuster. We are guessing visual cognition is not much in your thoughts right now. But it is busy working its magic, nonetheless… 

Take the 2019 smash hit superhero movie, Avengers: Endgame, the second highest-grossing movie of all time with worldwide box
office takings of $2.8BILLION. Marvel Studios, who made the movie, revealed last year that they had planted Easter eggs – brief, fleeting features embedded in movies and video games and likely to be spotted by only the most diehard Marvel fan – in amongst the action. 

The idea of Easter eggs in movies and video games is not new. There are
several classic examples, ranging from fleeting appearances by Alfred
Hitchcock in most of his movies to
various subtle nods towards other films. For example, in director Steven Spielberg’s Raiders of the Lost Ark (1981), when Indiana Jones finds the Ark of the Covenant in an ancient subterranean chamber, one of the hieroglyphs on the stone behind him shows R2D2, and C3PO from Star Wars (1977). Star Wars creator George Lucas repaid the favour to Spielberg by including a load of E.T.’s (from another Spielberg monster hit) in the Star Wars episode The
Phantom Menace (1982), as “Galactic
Senate delegates”. 

However, it seems most cinemagoers fail to spot these little ‘in-jokes’. So why is that? Well, the answer lies in visual cognitive psychology, proving how much cog is a part of almost everything in our daily lives, even our favourite movies… 

• Remember that we only have a limited amount of cognitive resources available and when these are all being used up focusing on the main relevant features of a film there are not enough left over for spotting “less relevant” Easter eggs that are unlikely to help us follow the plotline. This links to the concept of “Inattentional Blindness” – we may not spot something right in front of us if it does not fit with what we are searching for. So the constraints of our processing system will prevent us from attending to and seeing things if they lack direct relevance.  
• Easter eggs are usually only spotted by fans. Depending on your viewpoint of how to
  define a “fan” this could incorporate someone who knows a lot about the Marvel Cinematic Universe (in this case), has watched the films a number of times, and reads about the films before and after they are released. Having this level of ‘expertise’ can help with spotting Easter eggs in two important ways. First, the more experienced we are with something the less attention we need to devote to it to understand it, and the more resources we have to use elsewhere (i.e. in the search for Easter eggs). So, if you have watched Endgame five times already you probably know the plot so don’t need to work so hard to follow it and therefore have a better chance of spotting something you didn’t see previously. Secondly, fans may have the motivation to search for Easter eggs so they devote more attention looking out for them, consciously aware that they may appear (this links to the concept of “top-down” attention). The average watcher is unlikely to know they exist so wouldn’t look for them anyway. This shows that attention can be influenced by expertise and motivation. 
• The entertainment website DigitalSpy states that “Considering Marvel fans are usually quick to spot this kind of stuff, it’s shocking that it’s taken them so long to clock this one”. Okay, but why when fans arguably have more ‘experience’ and ‘motivation’ to spot Easter eggs? This takes us back to the issue of processing capacity. If you have seen Endgame you will know that it is a long film, at over 180 minutes long. Studies show that we can sustain our attention on a particular task for around 20 minutes before we start to switch off (that’s why long films like this need to include lots of exciting action sequences every so
  often to capture our attention again!). However, in addition to the length of the film, Endgame is quite emotional as it marks the culmination of several stories for several long-standing characters. There was a huge build-up to the release and fans were obviously
  excited and arguably quite anxious. Emotions have an effect on our attention and in
  particular anxiety narrows attention. In terms of watching Endgame, anxiety would cause a fan to focus on the character arcs and the plotline as their attention narrows, preventing them from seeing Easter eggs until a second or third viewing, when they are feeling less emotional. Proof that emotions affect our attention, even when watching a great film! 

Want to spot Easter eggs in films? Using knowledge of cognition we would suggest: 

1. Make sure you have your full focus on the film (don’t allocate your limited information processes resources to other things – such as the sound of the person next to you
   munching on popcorn!). 
2. Do the groundwork to improve your top-down processing – you need to increase your
   expertise about the film and the characters so that you understand the plot more
   effectively and can therefore devote attention to little extras. 
3. Regardless of how invested you are in the future of Iron Man Tony Stark, try to keep a lid on your emotions so that they do not limit your attention. 

David Beevers (PhD Student) Chairs session at the School of Science, Engineering, and Environment IPGRC Conference

On 6th April 2022 David attended the International Postgraduate Research Conference hosted by the School of Science, Engineering, and Environment. The theme of the conference was ‘Resilience in Research and Practice’ and David submitted a proposal towards the end of 2021 to Chair a session titled “Exploring the psychological impact of design”. The four speakers approached the topic from very different angles and David did a great job coordinating and Chairing the session (particularly as this was a hybrid event and whilst the speakers were all online, David and most of the audience attended in-person!). David has since written about the session on the Perception + Space webpage.

PhD Student, David Beevers, publishes in the BPS Cognitive Bulletin

We are very excited to announce that David has published an overview of the work he completed on an EPS New Graduate Research Bursary in the Spring 2022 issue of the Cognitive Bulletin. David worked on the project with Dr Catherine Thompson during the summer of 2021 before starting his PhD. Details of the Cognitive Bulletin can be found here.

ESRC Festival of Social Science November 2021 – Cognitive Restoration: The effects of the environment on thinking

The Visual Cognition group presented some of their research projects and expertise in an online research showcase in July 2021. This was a great way to communicate our work to those outside of Psychology and it was really nice to see colleagues from other disciplines interested in our research.

Entry to the APA PsycShorts 2019 competition

In March 2019 the Visual Cognition group was very excited to put together a video that briefly explains visuomotor priming for entry into the APA PsycShorts competition. Sadly, our video did not win one of the 12 prizes, but it was a great (and new!) experience. We also faced some tough competition with around 200 entries to the competition. You can see each of the winning videos here.    

Industry 4.0 

Group members Dr Adam Galpin, Dr Maria Panagiotidi, and Dr Catherine Thompson presented the work of the Visual Cognition research group at the Industry 4.0 event, part of the annual Festival of Research. The audience was very different to that of the workshop in which we demonstrated the equipment, and it is great to share research with a wide range of individuals. 

Want to know what I’m thinking? Look into my eyes 

As part of the
University of Salford’s Festival of Research in the summer of 2019 the Visual Cognition group invited students and colleagues from across the University to our labs to demonstrate some of the unique and interesting equipment that we use within psychology. If you were not able to attend the workshop you can find a short video that captured the event here.    

Group members Dr Adam Galpin, Dr Maria Panagiotidi, and Dr Catherine Thompson presented the work of the Visual Cognition research group at the Industry 4.0 event, part of the annual Festival of Research. The audience was very different to that of the workshop in which we demonstrated the equipment, and it is great to share research with a wide range of individuals.