Cognition and the autonomic nervous system: Orienting, anticipation, and conditioning.

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Emotion and attention: event-related brain potential studies. (2006, methodology): “Widely studied in the context of the orienting response, the repeated presentation of sensory stimuli usually prompts habituation, that is, decrement across several response systems (reviewed in Öhman et al., 2000b).”
Visual complexity of websites: Effects on users' experience, physiology, performance, and memory (2009, background): “The OR is characterized by a decrease in HR and a simultaneous increase in arousal (Graham and Clifton, 1966; Öhman et al., 2000).”
Contributions of Psychophysiology to Media Research: Review and Recommendations (2004, background): “Also, there is no firm line of demarcation between the presumably affectively neutral OR and emotional responding (Öhman et al., 2000).”