The orienting response (OR), also called orienting reflex, is an organism's immediate response to a change in its environment, when that change is not sudden enough to elicit the startle reflex. The phenomenon was first described by Russian physiologist Ivan Sechenov in his 1863 book Reflexes of the Brain, and the term ('ориентировочный рефлекс' in Russian) was coined by Ivan Pavlov, who also referred to it as the Shto takoe? (Что такое? or What is it?) reflex. The orienting response is a reaction to novel or significant stimuli. In the 1950s the orienting response was studied systematically by the Russian scientist Evgeny Sokolov, who documented the phenomenon called "habituation", referring to a gradual "familiarity effect" and reduction of the orienting response with repeated stimulus presentations.