It refers to the ability of a sensory system to detect changes or differences between two stimuli. The minimum difference that can be detected between two stimuli is known as the Just Noticeable Difference.

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Many times if any marketer has made some negative changes in the product quality is reduced product price is increased etc. he doesn’t want the customer to notice the same. Therefore he keeps these changes below the just noticeable difference level.

In the other hand any positive changes made by a marketer, however small it may be is preferred to be kept above the Just Noticeable Difference.

Thus the changes which a marketer wants to be observed by the customers are deliberately made known to the audience by making them notice the same.

The concept of the threshold helps in the subliminal Perception. Another word for threshold is ‘limen’, stimuli that fall below the limen are termed subliminal. Subliminal perception occurs when the stimulus is below the level of the consumers conscious or awareness.

The topic of subliminal perception has been debated for over 40 years. some believe that it is not ethical to use it because by this you are exploiting the sub-conscious level of a consumer. Research has shown that many consumers believe that subliminal advertising actually made them buy things that they do not really want.

Subliminal advertising makes use of hidden messages and images which are not consciously perceived. Subliminal messages can be sent on both visual and oral channels.

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