The Von Restoff Effect states that users are more likely to remember something out of the ordinary. When most items are similar the one that differs the most will be most remembered.

Attentional Bias states that people pay more attention to things they were previously thinking about.

For instance, if you were thinking about a haircut and got an advertisement about the one you would pay more attention.

Costumer Fatigue states that when users see things many times their brain starts becoming acquainted with it and it no longer has the same effect.

Costumer Fatigue states that when companies overuse a tactic. People will slowly start filtering out the information.