Why You Suddenly Start Seeing the Same Thing Everywhere, According to Psychologists

By Kendra Cherry, Jul 18, 2025

“Selective attention is the ability to notice some things and not others,” explains Alex Dimitriu, MD, double board-certified in Psychiatry and Sleep Medicine and founder of Menlo Park Psychiatry & Sleep Medicine. We are surrounded by so much information that it’s just not possible for the brain to process, sort, and remember it all. To make the most of its limited resources, the brain has to filter the sea of noise, sort out what isn’t important, and hone in on the key details. Selective attention is a lot like a spotlight, drawing your brain’s focus onto the main event.

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