But the novelty is here.

Imagination, playfulness, novelty, curiosity, mystery.

A novelty wears off in time.

Give me novelty, give me familiarity.

So the novelty effect is powerful, but it is so much more than just the novelty effect.

Yet lovers grew wary, once novelty waned

But basically it's when there is novelty.

Very low novelty standard, anybody can register anything.

Are we these novelty seeking, hedonistic, selfish individuals?

But I want to concentrate on the role of investment in seeking out novelty, the production and consumption of novelty.

First one is a thing called a novelty effect.

Status driven, conspicuous consumption thrives from the language of novelty.

Novelty is a concept of commerce, not an aesthetic concept.

Novelty is, what parts of you do you bring out?

Introduce some novelty. That way we get an objective viewpoint.

It turns out it's because the novelty standard is too low.

But novelty isn't about new positions. It isn't a repertoire of techniques.

Perhaps you'd rather go back to turning out novelty neckties in Hackensack.

Novelty is adaptive when things are changing and you need to adapt yourself.

But the way that humans tell the stories has always evolved with pure, consistent novelty.

Well, I'm glad I'm an interesting novelty for you. You ever been to Miami Beach?

People who are high in openness to experience just crave novelty, variety, diversity, new ideas, travel.

So talking about the brain does give you a novelty effect, but it's something much more than that.

It's a process of the production and reproduction of novelty, continually chasing expanding consumer markets, consumer goods, new consumer goods.

And perhaps even more interesting from our point of view, another tension between novelty seeking behaviors and tradition or conservation.

As the novelty wore off, the months went by, there was some amount of tolerance, people got used to it.

Over, and over, and over, again.

Say over. Over.

Over and over.

And this, this is where it gets interesting, because it turns out that human beings have something of an appetite for novelty.

It's kind of what Businessweek focused on when they wrote about this field they said it was kind of just the novelty effect, actually, it's much more, but the novelty effect is really useful, it does get people's attention, and as I'll mention, attention does change the brain.

This repeats over and over and over.

And that's sort of like the novelty standard for a U.S. patent, which fashion designers never get rarely get here in the states.

Over there, over there!

Over and over again.

Over here. Come over.

Over here. over here.

Over there. Over there.

Over there. Over there.

They'll play it over, and over, and over.

You do it over and over and over.

Hello, hello, over here, over here, over here!

The design was also given the finishing touch to have launch impact and dynamism provided by the novelty of the arch shaped logo design.

It's not over! It's not over! It's not over!

And they've tried over and over and over again.