Slot machines are made to be both aesthetically pleasing and captivating, using vibrant colors, alluring sounds, & captivating themes to entice plrummy oneayers. When players nearly win but ultimately fail, this immersive sensory stimulation can result in what psychologists call "near-miss" effects. Players may become more eager and anticipatory as a result of these near-misses, which may motivate them to keep playing in the hopes of winning.