In the realm of marketing, the concept of “Just Noticeable Difference” (JND Marketing) is a critical element that wields significant influence. JND, representing the smallest perceptible change between stimuli, is not just theoretical jargon; it’s a potent tool shaping consumer experiences and decisions. This article explores the pivotal importance of JND in marketing, acting as a strategic guide for concealing negative changes and spotlighting positive improvements.
The just noticeable difference, or JND, is a crucial concept in marketing, defined as “the smallest difference that may be recognized between two stimuli” (Achiffman et al., 2014). This subtle yet influential idea plays a pivotal role in shaping consumer perceptions and influencing their decision-making processes.
Marketers strategically leverage the concept of JND for two main reasons, as outlined by Schiffman et al. (2013, p.152):
Marketers often employ JND to conceal negative changes in products, ensuring that alterations such as a reduction in size, an increase in price, or a decrease in quality fall below the perceptible threshold of consumers. This strategic move aims to prevent buyers from perceiving a decline in product value relative to its cost.
Conversely, JND is used to showcase positive changes in products that surpass the perceptible threshold of consumers. This includes enhancements such as an increase in product size, improvements in logos, or upgrades in product quality. These positive changes are designed to make buyers feel valued and enhance their perception of the product’s worth.
Weber’s Law, intricately linked to JND, delves into the relativity of perceptible differences. For instance, a $10 chocolate bar being discounted by $5 is perceived as a significant deal, while a $100 shirt discounted by the same amount may not capture attention. Ernst Weber’s insight, encapsulated in Weber’s Law, asserts that the perceptible difference between two stimuli is relative to the strength of the first stimulus (Schiffman et al., 2016, p.151).
The application of JND extends beyond pricing to various aspects of product presentation, including packaging, slogans, and advertising. Britt and Nelson (1976) emphasize that the perception of a product as better or unchanged hinges on whether the change is positive or negative, applying the principle of JND.
Examining Doritos, a popular American snack, illustrates the practical implementation of JND in marketing strategies. Doritos faces the challenge of fluctuating production costs, prompting them to devise creative solutions to maintain consistent pricing and packaging.
In response to rising production costs, Doritos strategically reduced the content of their product from 175g to 170g in 2015, ensuring the change fell below the JND. By doing so, they aimed to avoid consumer awareness of the reduction and prevent potential dissatisfaction.
Conversely, when Doritos made positive improvements, such as expanding the size of their product, they endeavored to make the change noticeable and appealing to consumers. Employing various strategies, such as indicating a 20% increase on the package, Doritos effectively utilized JND to draw attention to the positive shift without making substantial alterations.
Doritos understands the importance of creativity in adapting to changing consumer perceptions and preferences. The brand’s logo makeover serves as a visible example of how Doritos navigates the challenge of staying relevant. By making subtle revisions slightly above the JND, Doritos ensures that their brand remains contemporary while maintaining customer recognition.
In conclusion, the concept of Just Noticeable Difference (JND) is a potent tool in the marketer’s arsenal. Understanding and strategically applying JND empowers marketers to navigate consumer perceptions, conceal negative changes, highlight positive improvements, and ensure the sustained relevance of their brands in an ever-evolving market. Doritos’ case study exemplifies the versatility and impact of JND, showcasing how this concept goes beyond pricing to influence various aspects of marketing and brand evolution. As marketing professionals delve into the intricacies of JND, they unlock the potential to shape consumer experiences and drive success in the dynamic landscape of the industry.
JND is not limited to pricing; it extends to various aspects of product presentation, including packaging, slogans, and advertising. The principle of JND influences how consumers perceive a product as better or unchanged, depending on whether the change is positive or negative.
Marketers strategically use JND for two main reasons: to conceal negative changes (such as a reduction in size or an increase in price) below the perceptible threshold, preventing a perceived decline in product value; and to highlight positive changes (like an increase in size or product quality) above the perceptible threshold, aiming to enhance buyer perception and value.
Marketers strategically use JND for two main reasons: to conceal negative changes (such as a reduction in size or an increase in price) below the perceptible threshold, preventing a perceived decline in product value; and to highlight positive changes (like an increase in size or product quality) above the perceptible threshold, aiming to enhance buyer perception and value.
