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Per Microsoft + Booking experimentation platforms, NOVELTY EFFECT in A/B testing refers to which?
APlayer skill rises naturally during the experiment
BCPU clock drift accumulates on long-running tests
CEarly lift from novelty fades as users habituate
DCache warming bias affects only first-run users
Answer & Solution
Correct answer: C. Early lift from novelty fades as users habituate
Microsoft/Booking: shiny new feature gets early engagement; lift decays by week 2-3. Run experiments long enough to clear it.
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