U see, im not that person who are easily distracted to noise. Once i concentrated with my study, even people call me also, i wont be noticed people are calling me. Or even when they are gossip something also i wont be bother n notice what they say, since im focusing on my work. However, if they spell out some magic word like mcdonald, kfc, pizza hut, suddenly it caught my attention. This is so mysteries. Even when i am far away or next to the room or when people whispering, even i pay full of concentration, when people do spell those magic word, somehow i wont never miss that word n it gets my attention. Can anyone explain this, what phenomn of this called?