Excess novelty can be off-putting for customers, often inducing stress and avoidant behaviour. Research suggests this is because the greater the novelty perceived in the stimulus, the greater the derived utility up to a point, after which further increase

Excess novelty can be off-putting for customers, often inducing stress and avoidant behaviour. Research suggests this is because the greater the novelty perceived in the stimulus, the greater the derived utility up to a point, after which further increase in perceived novelty diminishes utility because anxiety sets in.