Adaptation

Used in the context of consumer information processing. It refers to the process that occurs when a sensation becomes so familiar that it no longer commands attention. Depending upon their frequency, consumers have been found to adapt differentially to the marketing stimuli. Adaptation is a problem that concerns many advertisers, which is why they try to change their advertising campaigns regularly because they feel that consumers will get used to their advertisements (print and TV) and, therefore, do not pay attention to them.