The novelty effect describes the fact that people react more strongly to new or unusual stimuli than to familiar stimuli. This effect occurs when consumers' attention is caught by something new or unexpected, which can lead to increased activity in the brain's reward system.

The novelty effect is of particular importance in neuromarketing, as it can be used to draw consumers' attention to advertising messages and brands. By integrating novel or unusual elements into advertising campaigns or brand presentations, the novelty effect can be triggered, which can lead to increased attention and interest among consumers.

However, the novelty effect can also wear off quickly if the new or unusual stimulus becomes too frequent or predictable. It is therefore important to utilise the novelty effect in conjunction with other neuromarketing strategic elements such as emotionality and relevance in order to develop effective advertising campaigns in the long term.