Habituation occurs when people become accustomed to simply pressing the "yes" button when faced with an alert or warning.

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However, as we see with the Limbaugh brand, too much focus can lead to brand habituation, from the perspective of the brand insiders, which makes the brand feel invisible.

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Science has a word for this: habituation.

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In one unusual but revealing study, his researchers repeatedly immersed one side of people's bodies until it showed evidence of habituation, while keeping the other side warm -- and then turned them over and immersed the side that had never been in the cold water and found that there was still a significant reduction in their cold shock response.

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