The Leidenfrost effect is a phenomenon in which a liquid, in near contact with a mass significantly hotter than the liquid’s boiling point, produces an insulating vapor layer keeping that liquid from boiling rapidly. (Wikipedia)
Non linear relationship phenomenon (there is a point where results change)
Marketing-thema is showing that a similar effect can be observed for Marketing actions, where consumers accustomed to massive advertising become more and more resistant and develop a kind of immunity that make convincing them harder (as the water drop that don’t evaporate » ! but what is the tipping point where marketers should stop ? what is the exact amount of pressure recquired to influence consumers ?
Keywords : Consumer resitance, Leidenfrost effect