The just noticeable difference, also known as difference threshold, is the bare minimum level of stimulation that can be detected between two similar stimuli (Vojtko, 2014). The difference between stimuli is minimal to the point where people can only tell the difference 50% of the time (Vojtko, 2014). It is also stated that “the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.”(Mody et al. 2016).
For example:
Image Source: https://www.scoop.it/topic/psychology-of-consumer-behaviour/?tag=Just+Noticeable+Difference & https://adage.com/article/news/tropicana-line-s-sales-plunge-20-post-rebranding/135735
As seen in the picture with the McCormick, the difference between the two is barely noticeable, this is because the additional intensity wasn’t too overwhelming to be noticed. Where as the Tropicana cartons display a huge difference in tensity between the two, making the stimulus to appear very different.
Based on Schiffman & Wisenblit (2014, p. 119), the 2 main reason behind using just noticeable difference is to hide the negative changes to the products and to promote positive changes to the product or brand. Negative changes includes reducing product size, quantity or increasing prices as it is deemed that these changes are noticeable and would be responded to negatively. Positive changes such as increase in product size, improvement on their logo or increase in product quality will be well-received by the consumers.
To carry out Just Noticeable Difference correctly, it must be subtle:
This for example, is not subtle at tall. Causing a massive outrage over the changes as the additional intensity from the changes made it too noticeable despite it being a 10% reduction (Kottasova, 2016). Toblerone has gone about the it the wrong way, as massively increasing the gap between the triangles was too noticeable (Kottasova, 2016). They should have gone for the method that works with most business to keep a product at the same price, that is to reduce package size to a point just before the threshold.
Take Coca-Cola for example:
Coca-Cola, being around for over a hundred years, is known as the carbonated drink of choice by many, as seen by it being offered in most eateries around the world. So how did they do it? From the image above, a stark difference from the first version of the bottle and the present version can be seen. But if we look at each version closely we can see how Coca-Cola has aged well into modern times. It is through small changes like this that leads to successful usage of just noticeable difference. Imagine what if Coca-Cola didn’t do small changes and skipped from the first version to the latest one. There would be massive outrage that would affect the sales, I can imagine.
Another example of just noticeable difference done right is by Starbucks:
Image source: https://www.logodesignlove.com/starbucks-logo-evolution
It can be seen that Starbucks is using small and subtle changes overtime to their logo products, much like Coca-Cola. To their credit it is working out well as they are opening more and more stores by the year, showing that their business is thriving (Whitten, 2019).
From what we have seen, it can be inferred that big and noticeable changes are less well-received such as the case of Toblerone. Another instance of this is Tropicana that was mentioned earlier, the logo changed cost them a 20% drop in sales (Zmuda, 2009). Where as small changes overtime are generally accepted by the public such as in the case of Coca-Cola and Starbucks. This also goes to show that just noticeable difference when applied correctly will help the business thrive.
Reference List
Kottasova, I 2016, ‘Toblerone changes its iconic shape and chocoholics go crazy’, CNN, 8th November, viewed 21st May 2019, < https://money.cnn.com/2016/11/08/news/toblerone-chocolate-shape-change >
Mody, M, Day, J, Sydnor, S & Jaffe, W 2016, ‘Examining the motivations for social entrepreneurship using Max Weber’s typology of rationality’, International Journal of Contemporary Hospitality Managment, vol. 28, no. 6, pp. 1094-1114, viewed 21st May 2019, < https://www-emeraldinsight-com.ezproxy.uow.edu.au/doi/pdfplus/10.1108/IJCHM-05-2014-0238 >
Schiffman, L & Wisenblit, J 2014, Consumer Behaviour, 11th edn, Pearson, Australia
Vojtko, V 2014, ‘Rethinking the Concept of Just Noticeable Difference in Online Marketing’, viewed 21st May 2019, < https://aip.vse.cz/pdfs/aip/2014/02/06.pdf >
Whitten, S 2019, ‘How Starbucks went from a single coffee bean store to an $80 billion business’, CNBC, 7th January, viewed 22nd May 2019, < https://www.cnbc.com/2019/01/07/starbucks-cafes-coffee-business.html >
Zmuda, N, 2009, ‘Tropicana Line’s Sales Plunge 20% Post-Rebranding’, Adage, 2nd April, viewed 21st May 2019, < https://adage.com/article/news/tropicana-line-s-sales-plunge-20-post-rebranding/135735 >
Cover Image Source: https://www.verywellmind.com/what-is-the-just-noticeable-difference-2795306
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