Jnd in marketing consumer behavior

Just Noticeable Difference in marketing

"We don't see things as they are; we see things as we are."  - Anais Nin.

Just Noticeable Difference is the minimal Stimulation between two products as observed by the consumer. Otherwise we can say -"The just noticeable difference (JND) is the smallest difference in intensity between two stimuli that a person can detect."

Marketing Applications of the JND

Need to determine the relevant j.n.d. for their products• so that negative changes are not readily

discernible to the public• so that product improvements are very

apparent to consumers

The concept of JND can also be applied to marketing mix decision related to price, promotion, packaging and product modification. For instance, if a company plans to make any changes in its product, then the change should be gradual and below the JND, so that the consumer is not sensitive to it and accepts the change. Even when organizations make changes in their logos, it should preferably be gradual

It is seen that consumers do not positively accept any kind of sudden change, because change is seen as a threat by the human psyche. For consumers to accept change without discomfort, marketing activities should be designed such that the change process is gradual.

Can you see this?

Can you see this?

Can you see this?

Can you see this?

ABOVE JND EXAMPLES

BELOW JND LEVEL

DOWNSIZING

SIGNAGE

REAL OR FAKE?