in which it is all presented to the consumer. 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. Implications for the consumers Consumers today are forced to learn to cope with overloading and an abundance of information, 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. First, consumers must try to limit the intake of external information and sensory inputs to avoid sensory overload. 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. 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. This will lead to confusion and frustration. Fourth, process information where there is less irrelevant information around. 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. This will help diminish the stress, overwhelming feeling, and experience of sensory overload. Case histories Not many studies have been done on sensory overload, but one example of a sensory overload study was reported by Lipowski (1975) 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. History Sociologist Georg Simmel contributed to the description