We are blind.
I'm not talking about being physically blind but something called "perceptually blind".
We all have perceptions. Your perception is your understanding of what you see and hear. This means your perceptions are different to others as your understanding differs from theirs.
Perceptions can be nasty little things. What they do is filter out things in what we see and hear. Something may occur, but it does not reach our minds because it was "filtered" out.
One characteristic that is known to do this is your beliefs. If you believe that all females are shopping, money-spending, resource consuming monsters (hehe sorry girls!), then every time you see a female shopping you'll think "Bah! Typical money-wasting girls!" Your belief that females will spend as much money as they can blinds you from other possibilities that they maybe shopping for their first time all month.
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