Just noticeable distinction (JND), or the different threshold, is defined as ‘the minimal difference that have the right to be detected between two stimuli’ (Achiffman et al 2014).

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In the contemporary marketing, JND concept becomes so critical that every marketer has to know around it and also learns exactly how to use it efficiently. A necessary principle that is related to JND is Weber’s Law. In stimulate to define this idea in details, we have the right to take a look in ~ the instance below.

You walk right into a supermarket and see a $10 cacao bar is fifty percent price. People will have tendency to think this is such a an excellent deal and also purchase that coco bar without lot hesitation. In another case, you see a $100 shirt is 5 dollars off. Will that promotion take her attention? The answer typically will be no since that discount is so small to do you notice. However, we can easily see the we conserve the very same amount that money in both cases, i beg your pardon is $5. Serious Weber establish this phenomenon and also came up through the Weber’s law which shows that ‘the simply noticeable difference in between two stimuli was no an pure amount, however an amount relative to the strongness of the very first stimulus’ (Schiffman et al 2016 p151).

This rule is applied not just to the price but likewise to every element of the product which deserve to be packaging, slogan, advertising,… so that the product can be perceived as better if the change is positive and unchanged if the modification is an adverse (Britt&Nelson 1976). If the marketers know exactly how to use JND well, they deserve to position your products better and do it stand the end in the market.

For instance, Doritos is a famous snack developed in America. It is a pretty cheap product which just costs about $4. Therefore, a small change in the price will certainly immediately notification the consumers since even a 10 cent readjust is quite big relative come the initial price. This have the right to lead come a drop in the sale of Doritos and also decrease the that company profit together Doritos can be viewed as an elastic need product. However, that is difficult to keep the price remain the same due to the fact that the cost of production is unstable. In reality, it in reality keeps elevating day by day, year by year. Thus, Doritos come up with a renowned idea used a lot of in this kind of market. Lock shrunk the size of the Doritos’ content without changing the price and also the packaging. The number of chips decreased had to be under the JND so that human being would not realize and feel unsatisfied.


In 2010, Doritos silently decreased the pack size native 200g to 180g (Andy 2015).



In 2015, they changed their dimension from 175g to 170g without notification (John 2015).

On the other hand, lock will try to get human being attention as soon as they make a hopeful change. As soon as Doritos boosted the size, lock tried to make it above the JND. They printed on the package that the bag is 20% enlarge or used several strategy come emphasize the change. In reality, they have the right to still usage JND even when they execute not make any real changes.

Bigger bag yet same net weight

In addition, Doritos does no only use JND to the price. They understand that it is important to it is in innovative. As time change, Doritos has to change itself to fit a new era and brand-new generation’s perception. One of their biggest changes has come be pointed out is the logo update. Doritos used JND perfectly to stop their logo being out of date in addition to not losing their customers’ acknowledgment by making alters just slightly over JND.


Doritos has acquired gigantic achievement since it was founded and become among the best firms in the world. Through looking just at the method they use the JND, I execute not wonder why anymore.


Andy Kollmorgen 2015, ‘Three chips brief a complete pack’, Choice, perceived in 06 might 2017, https://www.choice.com.au/shopping/packaging-labelling-and-advertising/packaging/articles/shrinking-pack-sizes-081715>

Britt, S, & Nelson, VM 1976, ‘The Marketing importance of the “Just remarkable Difference”‘, Business Horizons, vol. 19, no. 4, p. 38.

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John Issac 2015, ‘Why brands who reduce part sizex¬ prices space asking for big trouble’, B&T Magazine, viewed on 06 might 2017, http://www.bandt.com.au/marketing/why-brands-who-reduce-*portion-sizes-not-prices-are-asking-for-big-trouble>

Kamen, JM 1977, ‘Controlling ‘just remarkable differences’ in quality’, Harvard organization Review, vol. 55, no. 6, pp. 12-164.

Schiffman ,L, O’Cass, A, Paladino, A, Carlson, J 2014, Consumer behaviour, sixth edition, Pearson Australia, Frenchs Forest, N.S.W