When consumers are exposed to far too much information they are experiencing sensory overload.

Table of Contents

• The fight, flight, or freeze response
• Susceptibility
• Sensory processing disorder
• Coping with sensory overload
• Getting help
• More information
• As component of other disorders and conditions
• Implications of public policy
• Implications for the consumers
• Human senses and marketing
• Case histories

Sensory overload is when your five senses—light, sound, taste, touch, and smell—take in more information that your brain can process.

Overwhelmed by all the input, the brain responds as it would to a life-threatening situation and enters fight, flight, or freeze mode.

The fight, flight, or freeze response

The fight, flight or freeze response, or stress response, is your body’s natural reaction to danger.

Consider how an animal behaves in the wild when under attack by a predator.

With limited options, it can fight for its life, run away (flight) or freeze in the hope it’s not seen.

If you’re sent into fight-or-flight mode, your body will prepare for action. Your heart rate and breathing will increase, delivering more oxygen to the large muscle groups you need to fight or run.

Your hands and feet may get cold as blood is diverted. Your skin may get sweaty or pale.

This unconscious decision occurs almost immediately. Just like you’d leap out of the way of an out-of-control vehicle before you’ve completely processed what is happening.

Conversely, it means you also need to work hard to control this response.

Obviously, if sensory overload is making you feel the same as you would if you were attacked by a predator, you won’t be feeling good—unsafe, fearful, panicky, sweaty, pale, and shaky. These feelings and symptoms can take up to half an hour to subside. This process can be sped up for some by calming or down-regulating practices (deep breathing, meditation, hand-on-heart exercises, and similar).

Symptoms

In addition to the above signs of a fight-or-flight response, someone experiencing sensory overload might experience:

• anxiety, or feelings of overexcitement
• irritability, stress, fear, or panic
• physical discomfort
• restlessness and an inability to relax
• a strong urge to block some of the input by removing yourself from the situation or covering your eyes or ears.

In children, sensory overload can present as meltdowns or tantrums and be mistaken for misbehaviour.

Causes

There are many different things, or combinations of things, that can trigger sensory overload. They include:

• crowds, or tightly packed spaces
• loud sounds, such a loud music, fireworks, a crowd, a festival
• strong smells
• unpleasant touch—for example, things that are itchy or scratchy, rough, too hot, or cold on the skin
• sudden or unwanted physical contact
• drastic or sudden changes in light, temperature, or sound
• emotionally charged situations or groups of people.

Susceptibility

Certain other conditions can make someone more prone to experiencing sensory overload.

• sensory processing disorder
• generalised anxiety disorder
• attention deficit and hyperactivity disorder (ADHD)—people with ADHD can find it difficult to focus and can struggle with processing sensory input
• autism—people on the spectrum of autism disorders tend to be more susceptible to experiencing sensory overload
• post-traumatic stress disorder (PTSD).

Sensory processing disorder

Sensory processing disorder is a neurological condition in children that can affect the way the brain processes information coming in from the senses. They may be extra sensitive to sensory input (hypersensitivity), or conversely, not react to it (hyposensitivity).

Children with sensory disorders may avoid overstimulation (bright lights, strong smells, loud places) or seek out more stimulation when they are not receiving enough.

This over- or under-responsiveness can be mistaken for behavioural issues. Children who are hypersensitive may show an intense dislike for certain textures, or normal sights, sounds and smells. They may engage in risky behaviours to avoid the overstimulation. If they are craving stimulation, hyposensitive children may be impulsive, fidget, or seek attention by making disturbing or loud sounds.

Sensory processing disorder is not officially recognised in the Diagnostic and Statistical Manual of Mental Disorders (5th edition), due to a lack of research-based evidence to support its own diagnosis. Many experts see it as a part of other conditions such as autism spectrum disorder.

Children with sensory issues may benefit from the use of a sensory toolkit containing a variety of sensory tools, such as squeezy balls, fidget spinners, dough, different textured materials and objects, chewable objects, puzzle balls and many others, that can be used to either stimulate or calm their sensory system, as required.

Anxiety

Anxiety and sensory overload are both mental health conditions and share a deep relationship. People who are anxious may already feel overwhelmed and can be more prone to experiencing sensory overload. Similarly, people who experience sensory overload can experience anxiety from it.

Coping with sensory overload

It’s important to try and identify what sensory inputs and what situations or places trigger sensory overload for you. It may help to make and keep a list.

The first step is to try avoiding these triggers. This may not always be possible, for example at your work.

If you can’t avoid them, there may be ways to reduce them. It helps to plan ahead and think outside the box. You could ask the venue ahead of time to turn down the music or lights. If it occurs at your workplace, you could find a quiet room, close a door, wear headphones, or explain the situation to your colleagues and ask for their help in minimising loud or sudden noise.

Make sure your loved ones and friends are aware of your triggers. They can be a big help in avoiding triggering situations or notice when you are being overwhelmed. If you experience sensory overload, you probably wouldn’t want a large surprise birthday party at a busy venue, or example.

If you must go to a big gathering or event, you could move to a quiet corner, corridor, café, or another room to have conversations. Think about when and how to leave an event before you attend, so you have a plan if you start to feel overwhelmed. You can arrange a signal for a family member, friend, or colleague to let them know that you need to step out or leave.

Besides knowing your triggers, other things that help can include:

• indentifying safe spaces
• developing a routine
• having a sensory tool kit.

Part of identifying your triggers is, conversely, identifying safe spaces at home and at work, where you don't feel triggered, or where you can go if you're feeling anxious to feel calm and safe. Routines can be a big help. Once you know what places or situations are triggers, routines can help you avoid them. Routines also help you by minimising stress and providing feelings of meaningful activity and comfort.

When you go shopping or doing errands, using a list can help you focus and keep you on track, minimising random inputs and helping you to not feel overwhelmed.

Sensory toolkits for adults can be things such as sunglasses for bright light, noise cancelling headphones for noisy places, fidget spinners, or anything that helps distract or calm you.

Make sure you get enough sleep and exercise, eat healthily, and drink enough water to help your brain work at its best.

It can be very helpful to learn mindfulness, meditation, yoga, or other techniques to improve your ability to focus, calm yourself, and down-regulate your autonomic nervous system (ANS), such as ‘hand-on-heart’ practice, and other self-care practices.

Getting help

If you are experiencing sensory overload, anxiety, or panic attacks, it’s important to discuss this with your general practitioner or a mental health professional. They can guide you on your options, which may include counselling, life-style changes, self-care techniques, medication (anti-anxiety medication or anti-depressants), or a combination.

If your child is experiencing issues with processing sensory input, talk to your general practitioner who can refer you to a specialist.

More information

Last updated: 15 July 2022

State of overwhelm caused by an excess of sensory input

Sensory overload occurs when one or more of the body's senses experiences over-stimulation from the environment. There are many environmental elements that affect an individual. Examples of these elements are urbanization, crowding, noise, mass media, technology, and the explosive growth of information.[1][2][3]

Symptoms

There are a wide variety of symptoms that have been found to be associated with sensory overload. These symptoms can occur in both children and adults. Some of these symptoms are:

• Irritability
• "Shutting down", or refusing to participate in activities and interact with others
• Avoiding touching or being touched
• Complaining about noises that do not affect others
• Getting overexcited
• Covering eyes around bright lights
• Making poor eye contact
• Covering ears to close out sounds or voices
• Constantly changing activities without completing any tasks
• Irritation caused by shoes, socks, tags, or different textures
• Over-sensitivity to touch, movement, sights, or sounds
• Having trouble with social interactions
• Extremely high or extremely low activity levels[1]
• Muscle tension
• Hyperhidrosis (extreme perspiration)
• Fidgeting and restlessness
• Angry outbursts
• Self-harm
• Sleeplessness and fatigue
• Difficulty concentrating[4]

Causes

Sensory overload can result from the overstimulation of any of the senses.

• Hearing: loud noise, or sound from multiple sources, such as several people talking at once.
• Sight: crowded or cluttered spaces, bright lights, strobing lights, or environments with much movement such as crowds or frequent scene changes on television.
• Smell and taste: strong aromas or spicy foods.
• Touch: tactile sensations such as being touched by another person or the feel of cloth on skin.[5]
• Vestibular: such as dizziness or motion sickness.

As component of other disorders and conditions

Sensory overload has been found to be associated with other disorders and conditions such as:

• Attention deficit hyperactivity disorder (ADHD)
  • People with ADHD display hypersensitivity to sensory stimuli from a young age; this hypersensitivity often persists into adulthood.[6][7] People with ADHD do not seem to differ in sensory processing in regard to most event-related potentials; however, they do display significant differences in event related potential responses involved with late cognitive processing such as P300, CNV, Pe which may indicate that hypersensitivity in ADHD is caused by abnormalities in the expectation of and allocation of attention to sensory stimuli.[7] Abnormalities in later cognitive processing may contribute to hypersensitivity and the sensation of sensory overload in people with ADHD.
• Posttraumatic stress disorder (PTSD)
  • People with PTSD are prone to sensory overload due to a general hypersensitivity to sensory stimuli partially caused by sensory gating issues; this is supported by the fact that people with PTSD have impaired P50 gating and an inability to filter redundant auditory stimuli.[8][9] Irregularities in the production of and response to neurotransmitters is one possible etiology for sensory overload in people with PTSD; specifically, people with PTSD may display hypersensitivity to stimuli due to chronic homeostatic imbalances in dopamine and norepinephrine.[9] The hypersensitivity of people with PTSD to sensory stimuli is supported by an augmented P300 event-related potential response compared to healthy controls which indicates a semi-permanent heightened attention to deviant and salient stimuli.[8]
• Obsessive-compulsive disorder (OCD)[10]
  • People with OCD display a cognitive inflexibility to changing environments.[11] It seems that people with OCD are hypersensitive to stimuli that are indicative of negative situations,[12] and this hypersensitivity may contribute to sensory overload. It is theorized that people with OCD have compulsions to carry out repetitive actions due to self-doubt and a desire to achieve perfection.[13] A common trigger for compulsions in people with OCD is the perception of contamination; people with OCD commonly deal with the perception of contamination with repetitive hand washing.[13] In a situation where a person with OCD is subjected to an environmental stimuli that elicits compulsion, such as getting dirt on their hands, they may feel overwhelmed by sensory stimuli and deal with this sensory overload through mitigating the stress with compulsions such as repetitive hand washing.
• Dissociative Identity Disorder (DID)
• Schizophrenia (see also sensory gating)[14]
  • People with schizophrenia are prone to sensory overload since people with the condition cannot divert their attention from repetitive and unimportant sensory stimuli.[15] The inability to focus on relevant stimuli and filter out unnecessary and excessive sensory stimuli displayed in schizophrenics is due to physiological sensory gating issues, and the paired click P50 test can be used to determine if an individual has abnormalities in sensory gating and is therefore prone to sensory overload.[16] A proposed theory that explains sensory overload in schizophrenic patients is that abnormalities in alpha-7[15] and low affinity nicotinic acetylcholine receptors prevent normal transduction pathways between the cortex and hippocampus that facilitate sensory gating.[16]
• Misophonia, a pathological 'hatred of sound'
  • People with misophonia display hypersensitivity to certain pattern-based noises such as the sound of chewing, slurping, finger tapping, foot shuffling, throat clearing, pen clicking, and keyboard tapping; people with misophonia respond to triggering sounds with emotional distress and increased hormonal activity of the sympathetic system.[17] When people with misophonia are subjected to noises that trigger misophonic responses, they feel as if they are being overloaded by auditory stimuli and seek to escape from or block out the triggering noise.[17] Compared to healthy controls, people with misophonia display a lower N100 peak in response to mismatch negative (MMN), but this is not a reliable biomarker for the condition and sensory overload.[17] A more reliable indicator that hints at proneness to sensory overload is heightened activation of the anterior insular cortex which is evoked by trigger noises and can be measured by fMRI; the anterior insular cortex may be involved with the pathway that gives rise to the sensation of sensory overload in people with misophonia.[17]
• Synesthesia
  • There is evidence that the visual cortex of people with grapheme-color synesthesia is more excitable than that of typical people; additionally, people with grapheme-color synesthesia respond more strongly to visual stimuli compared to people without the condition.[18] People with grapheme-color synesthesia report feeling visual stress and discomfort in response to gratings of mid and high spatial frequencies,[18] correlating to a sensory overload response evoked by intense visual stimuli.
• Generalized anxiety disorder (GAD)
  • People with general anxiety disorder are highly sensitive to external anxiety triggering stimuli and deal with exposure to these triggers through neurotic thoughts.[19] People with GAD are biased to perceive sensory stimuli as negative or threatening and this bias feeds into negative thought processes which further exacerbate feelings of worry, stress, and anxiety.[19] People with GAD are hypersensitive and hypervigilant to ambiguous, neutral, and emotional stimuli and often compartmentalize such stimuli as negative.[19] People with GAD are prone to sensory overload when in novel settings or interacting with new people since ambiguous and neutral stimuli in these instances are usually processed as threatening or negative; adolescents and children with GAD are especially avoidant of and distressed by novel stimuli which is theorized to be elicited by either a hyperactive sympathetic nervous system or an under-active parasympathetic nervous system.[19]
• Autistic spectrum disorders[20][21]
  • People with autistic spectrum disorders including autism and Asperger syndrome experience auditory hypersensitivity which can lead to sensory overload.[22] Although people with autism do not have abnormalities in P50 sensory gating, they have anomalies in sensory gating related to the N100 test which indicates an irregularity in attention-related direction and top-down mental pathways.[22] It is speculated that disturbances and issues with directing attention towards relevant or salient stimuli, evinced by deviations from standard P200 and N100 responses, is partially responsible for the sensation of being overwhelmed by sensory stimuli in people with autism.[22]
• Tourette syndrome (TS)
  • It has been suggested that people with Tourette syndrome have a hypersensitivity to bodily sensation that originates in higher order processing partially the result of distorted and higher than average amplitude of afferent somatic signals.[23] People with Tourette syndrome sense urges to do tics that are often localized to regions of the body that carry out the tic response.[23] It is theorized that tics might be caused by sensory processing issues where sensations trigger movements which manifest as tics.[24] Additionally, people with Tourette syndrome display a moderate inability to inhibit distracting stimuli[25] which might lead to sensory overload. People with Tourette syndrome may be prone to carry out tics in an environment of overwhelming sensory stimuli.
• Fibromyalgia (FM)
  • People with fibromyalgia are hypersensitive to intense stimuli such as bright lights, loud noises, perfumes, and cold temperatures; people with the condition also have hyper-excitable nociceptors.[26] When people with fibromyalgia are subjected to intense stimuli, they experience sensory overload in the form of pain. It is theorized that abnormal activity of the left dorsolateral prefrontal cortex and reduced production of or reception to serotonin are partially responsible for the sensation of pain in response to intense stimuli.[26]
• Chronic fatigue syndrome (ME/CFS)
  • People with chronic fatigue syndrome display a hypersensitivity to noxious stimuli, stress, and pain.[27] These sensitivities are partially explained by abnormal neurotransmitter pathways involving serotonin and acetylcholine.[27] When people with the condition are exposed to intense stimuli, they report pain, fatigue, nausea, and reduced cognitive abilities; chronic sensory overload causes the sensation of brain fog.[27]

Treatments

There are many different ways to treat sensory overload. One is to reduce this tension is to participate in occupational therapy; however, there are many ways for people with symptoms to reduce it themselves. Being able to identify one's own triggers of sensory overload can help reduce, eliminate, or avoid them.[28] Most often the quickest way to ease sensory overload symptoms is to remove oneself from the situation. Deep pressure against the skin combined with proprioceptive input that stimulates the receptors in the joints and ligaments often calms the nervous system. Reducing sensory input such as eliminating distressing sounds and lowering the lights can help. Calming, focusing on music works for some. If a quick break does not relieve the problem, an extended rest is advised. People with sensory processing issues may benefit from a sensory diet of activities and accommodations designed to prevent sensory overload and retrain the brain to process sensory input more typically. It is important in situations of sensory overload to calm oneself and return to a normal level.[5]

Prevention

There are three different methods to address sensory overload: avoidance, setting limits, and meditation. The process of avoidance involves creating a more quiet and orderly environment. This includes keeping the noise to a minimum and reducing the sense of clutter. To prevent sensory overload, it is important to rest before big events and focus one's attention and energy on one thing at a time. Setting limits involves restricting the amount of time spent on various activities and selecting settings to carefully avoid crowds and noise. One may also limit interactions with specific people to help prevent sensory overload.[5]

Marketing

It can be difficult to distinguish and understand information when experiencing sensory overload. Even such meaningless stimuli such as white noise or flickering lights may induce sensory overload.[29] Sensory overload is common among consumers as many corporations compete with each other especially when advertising. Advertisers will use the best colours, words, sounds, textures, designs and much more to get the attention of a customer.[30] This can influence the consumer, as they will be drawn to a product that is more attention grabbing.[30] However, policy makers and advertisers must be aware that too much information or attention-grabbing products can cause sensory overload.[citation needed]

Implications of public policy

Implications of public policy in regards to information overload have two main assumptions.[29] The assumptions the policymakers have are, first, to assume that consumers have a great deal of processing capacity and a great deal of time to process information.[29] Secondly, consumers can always absorb the information without serious concern about how much information has been presented.[29] As researchers have pointed out, policymakers should better understand the difference between the process and availability of information.[29] This will help decrease the possibility of information overload. In some cases, the time to process such information in a commercial can be 6 out of 30 seconds.[29] This can lead consumers confused and overloaded with such fast-paced information thrown at them. To understand how consumers process information three factors must be analyzed. Factors such as the amount of information given, the source of corrective information and the way in which it is all presented to the consumer.[29] Different types of media have different processing demands. An optimal outcome for policy makers to influence advertisers to try is to present information through a TV commercial stating simple facts about a product and then encourage the audience to check out their website for more details. Therefore, their quick processing time of a commercial was not overloaded with information thus saving the consumer from sensory overload.[citation needed]

Implications for the consumers

Consumers today are forced to learn to cope with overloading and an abundance of information,[29] through the radio, billboards, television, newspapers and much more. Information is everywhere and being thrown at consumers from every angle and direction. Therefore, Naresh K. Malhotra, author of the paper "Information and Sensory Overload", presents the following guidelines.[29] First, consumers must try to limit the intake of external information and sensory inputs to avoid sensory overload.[29] This can be done by tuning out irrelevant information presented by the media and marketers to get the attention of the consumer. Second, record important information externally rather than mentally. Information can be easily forgotten mentally once the individual becomes overloaded by their sense.[29] Thus it is recommended for a consumer to write down important information rather than store it mentally. Third, when examining a product, do not overload their senses by examining more than five products at a time.[29] This will lead to confusion and frustration.[29] Fourth, process information where there is less irrelevant information around.[29] This will eliminate external information and sensory distractions such as white noise and other information presented in an environment. Finally, it is important to make consuming a pleasant and relaxed experience.[29] This will help diminish the stress, overwhelming feeling, and experience of sensory overload.

Human senses and marketing

Using the senses in marketing can be a useful sales tactic. Most commonly, marketers will take advantage of humans four out of five senses to increase the amount of information being presented to the customer.

• The sense of smell can affect a person's evaluation of products. Researchers have suggested that good or bad feelings can be generated by smells and usually associated with upbringing, emotion, learning and even culture.[30] Therefore, the sense of smell is a tool to attract an individual's attention to a certain product.
• The sense of hearing is a powerful sense. The ears are capable of picking up all sorts of information and can contribute to people's feelings.[30] Marketers will play music to help create and control feelings within a consumer. This music can help create a positive and comfortable association with the brand.
• The sense of touch helps determine the quality of a product.[30] Thus companies of certain products will make the sense of touch available to their consumers.[30] "Touch here" or "feel me" signs encourage customers to interact with the product. Allowing a company's customers to touch a product will help add information from their senses.
• The sense of sight is the most focused-on sense by marketers.[30] Researchers have found that when consumers see warm colours such as orange or red their blood pressure and heart rate increase.[30] The opposite effect occurs when customers see cool colours such as green or blue.[30] Therefore, fast-food corporations will more than often use the colours red to symbolize fast and speedy for advertising and marketing purposes.

Case histories

Not many studies have been done on sensory overload, but one example of a sensory overload study was reported by Lipowski (1975)[31] as part of his research review on the topic that discussed the work done by Japanese researchers at Tohoku University. The Tohoku researchers exposed their subjects to intense visual and auditory stimuli presented randomly in a condition of confinement ranging in duration from three to five hours. Subjects showed heightened and sustained arousal as well as mood changes such as aggression, anxiety, and sadness. These results have helped open the door to further research on sensory overload.[citation needed]

History

Sociologist Georg Simmel contributed to the description of sensory overload in his 1903 essay "The Metropolis and Mental Life". Simmel describes an urban landscape of constant sensory stimuli against which the city-dweller must create a barrier in order to remain sane. For Simmel, the sensory overload of modern urban life depletes the body's reservoirs of energy, leading, among other things, to a jaded or blasé [blasiert] mentality and a calculating, instrumentalizing approach to others.[32] Simmel's approach can be compared to Freud's writings on shell shock as well as Walter Benjamin's analysis of "shock" and urban life in his 1939 essay "On Some Motifs in Baudelaire".

See also

• Sensory adaptation
• Sensory deprivation
• Sensory processing disorders
• Sensory substitution
• Catatonia
• Highly sensitive person
• Heat intolerance

References

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31. ^ Lipowski ZJ (1975). "Sensory and information inputs overload: behavioral effects". Comprehensive Psychiatry. 16 (3): 199–221. doi:10.1016/0010-440X(75)90047-4. PMID 1139919.
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When a stimulus comes within the range of someone's sensory receptors what occurs?

When consumers see only what they want to see don't see what they don't want to see is called?

How does the sense of touch influence consumers reactions to products quizlet?

Which of the following refers to the meaning we assign to sensory stimuli?