The Law of Diminishing Returns, true in life as well as in story, is this: The more often we experience something, the less effect it has. Emotional … - Robert McKee

" "

The Law of Diminishing Returns, true in life as well as in story, is this: The more often we experience something, the less effect it has. Emotional experience, in other words, cannot be repeated back-to-back with effect. […] The first time we experience an emotion or sensation it has full effect. If we try repeat this experience immediately, it has half or less than half of its full effect. If we go straight to the same emotion for the third time, it not only doesn’t have the original effect, it delivers the opposite effect