Lucky, or observant?

In one experiment, Wiseman asked people to self identify themselves as lucky or unlucky. Then he gave his test subjects a newspaper. “Count the number of photographs inside”, he told them.

There were 43 photographs.

On average, the unlucky people took 2 minutes to count them all. The lucky people? Seconds.

The lucky people noticed the giant message that took up half the second page of the newspaper. It said, “Stop counting — There are 43 photographs in this newspaper.”

Why are some people so much luckier than others?