Differential threshold

The minimal difference that can be detected between two stimuli. Also known as the j.n.d. (just noticeable difference). The issue of when and if a difference between two stimuli will be noticed by consumers is relevant to many marketing situations. Sometimes a marketer may want to ensure that a change is observed, as when merchandise is offered at discount. In other situations, the fact that a change has been made may be down played, as in the case of price increases or when the product size has been reduced.