“…Adaptation level effects and similar “differential contextual effects” (Marks and Arieh, 2006 ) have been demonstrated in perception of: touch, taste, olfaction (Marks and Arieh, 2006 ), pain (Rollman, 1979 ; Kyle et al, 2009 ), weight (Helson, 1948 ), temperature (Masuyama, 1994 ), loudness (Marks, 1994 ), vision (Helson, 1964 ), phobias (Lauterbach, 1979 ), and even market research (Della Bitta and Monroe, 1974 ). There are a number of overlapping terms to describe change in perception with repeated exposure including acclimatization, adaptation, stimulus failure, fatigue as well as habituation (Helson, 1964 ; Mazess, 1975 ; McBurney and Balaban, 2009 ). The use of the terms are often governed by the training of the author, for example, adaptation is often used in physiology to describe a change, possibly short-term, in the response of sensory systems following stimulation, habituation is a decrease in response after repeated stimulation, sensitization an increase in response with repeated stimulation.…”