The Arousal Theory
A theory put forth by researcher Donald Lindsley in the 1951, and expanded upon by researcher Ellis Lee in 1996.
It states that every person has an an “optimal level” of arousal from his or her environment, with too little stimulation causing boredom and too much stimulation causing anxiety. The threshold for arousal increases with experience, so more exciting experiences are needed to stay at the optimal level. Advertisers must continually push the envelope to hold our attention through marketing campaigns.
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