“…Helson’s (1964) ALT has been widely used in sensory perception and psychophysics to explain magnitude adjustments to context (Murch, 1973; Coren and Ward, 1989; Gescheider, 1997). 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).…”