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Our five physiological senses play a significant role in our daily lives, shaping our perceptions of the world around us. Unbeknownst to many, marketers and manufacturers have harnessed the power of these senses to influence consumer buying decisions. Through an exploration of psychological and physiological concepts related to human perception, this essay examines the principles of absolute threshold and differential threshold (or just noticeable difference), their impact on human perception, and their applications in marketing. We will also delve into real-world examples of how these sensory principles are leveraged by companies to shape our purchasing decisions.
Absolute threshold refers to the minimum level of stimulation required for an individual to detect a particular stimulus. This threshold can vary among individuals due to factors such as individual differences and the testing environment. However, it is often defined as the point at which a stimulus can be detected by an individual 50% of the time. As the exposure to a stimulus increases, the absolute threshold decreases.
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This means that stimuli become less noticeable with repeated exposure.
Consider a road trip where you first notice a street sign. This initial detection represents your absolute threshold for that particular stimulus. As you continue to encounter similar street signs during your journey, they become less conspicuous, and your absolute threshold decreases.
The concept of the differential threshold, often referred to as the just noticeable difference (J.N.D.), pertains to the smallest noticeable change in intensity of a stimulus. Proposed by Ernst Weber in 1834, Weber's law suggests that the perceived change is directly proportional to the initial stimulus. In other words, for a change in a stimulus to be detected, it must be in constant proportion to the original stimulus.
For example, if you are holding a 5-pound weight and add an additional 1-pound weight, the change in weight is notably detectable because it is proportional to the original stimulus. On the other hand, if you are holding a 50-pound weight and add a 1-pound weight, the incremental change is proportionally minimal, making it indistinguishable.
The understanding of absolute and differential thresholds is essential in comprehending human perception and its implications for marketing and product development. Marketers utilize these perceptual thresholds to guide their strategies, whether they aim to promote, improve, or modify their products.
When a manufacturer needs to make a negative change, such as reducing product quality or increasing the price, they aim to keep these changes within the just noticeable difference (J.N.D.). This ensures that consumers do not detect these alterations, allowing the product to maintain a positive perception. Conversely, when a manufacturer seeks to implement positive changes, such as lowering the price, upgrading product size or ingredients, they maximize the J.N.D. to ensure that consumers recognize and appreciate these enhancements.
In challenging economic conditions, understanding absolute and differential thresholds has become crucial for businesses looking to sustain their product's profitability. These thresholds allow them to shift attention away from or draw attention to their products strategically.
To illustrate the magnitude of the applications of perceptual thresholds in marketing, let's explore a few examples where companies have leveraged these concepts:
In 1985, Coca-Cola introduced "New Coke," underestimating the deep-rooted connection consumers had with the original formula. This marketing move proved to be a disaster, and Coca-Cola had to reintroduce the original formula as "Coke Classic." To distinguish between the two formulas, the company employed the differential threshold. They incrementally reduced the font size of "Classic" on the packaging until it eventually returned to just "Coca-Cola."
Manufacturers have often made subtle, negative changes to products in an attempt to maintain sales and positive consumer perceptions. Examples include reducing packaging sizes without changing prices, such as Lanacane First Aid spray going from 113 to 99 grams, or Pillsbury Cake mixes decreasing by 3 ounces. Kraft American Cheese slices reduced their packaging from 24 to 22 slices, and Chicken of the Sea decreased its packaging from 3 oz. to 2.6 oz.
These changes, while seemingly insignificant, are carefully calculated to remain within the J.N.D. to avoid detection by consumers.
In an era of unpredictable economic conditions and rapidly changing markets, consumers should strive to comprehend the values and applications of absolute and differential thresholds. Instead of being passive recipients of marketing tactics, we can become more aware of the products we purchase, armed with the knowledge that has been used to influence our choices for so long. By recognizing perceptual differences, we can make more conscious and informed decisions when it comes to our purchases.
Perceptual thresholds play a significant role in shaping our perceptions of the world, and marketers have harnessed this knowledge to influence our purchasing decisions. Absolute threshold and differential threshold (J.N.D.) are fundamental concepts in understanding human perception and its applications in marketing. By understanding these thresholds and their implications, consumers can become more empowered and make conscious choices when navigating the complex world of consumer products and marketing strategies.
The Influence of Perceptual Thresholds in Marketing. (2016, Nov 27). Retrieved from https://studymoose.com/absolute-threshold-and-differential-threshold-essay
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