Formally, the simplest effects of this behaviour are cases of ‘reinforcement’ – the speakers’ tendency to augment highly frequent and therefore rather mundane expressions with additional material (e.g. not at all vs. not). The socio-psychological motivation for this behaviour is often labelled ‘extravagance’ or ‘expressiveness’ (see, e.g. Keller 1994, Section 4). Negotiating one’s social stance or simply exerting politeness strategies are instantiated by resorting to new unexpected ways of expressing things. (p. 5)