Admittedly, nowadays the market of video games is developing at high speeds. The major rivals (Nintendo, Sony and Microsoft) try to create new products and attract as much buyers as possible. The new product presented by Nintendo this year has enabled the company to achieve really high rates of sales. Nintendo has used the principles of Just Noticeable Differences (JND) and Just Meaningful Differences (JMD) theory, which are still relevant in the contemporary society.
Interestingly, the theory was developed by Karl Weber long ago (Yeshin, 2006: 61). The principle of JND is based on Weber’s assumption that consumers “detect differences between stimulus value” (Yeshin, 2006: 61). Thus, to attract consumers’ attention it is necessary to make them see the difference in the product to buy it instead of some other goods. It goes without saying that the difference should be noticeable and meaningful, otherwise the consumer simply can fail to notice it.
On the other hand, it is not enough to make some minor change in the product to attract consumers. The change should be meaningful. For instance, it is not enough to start producing goods of different color, but it is important to understand what color can suit consumers’ needs and longings. Every change should address certain needs and possess special meaning for potential consumers.
For instance, nowadays 3D technology has gained popularity among consumers. Watching 3D movies at home has become a kind of breakthrough in the market of various devices. Companies producing video games rapidly responded to the needs of customers.
Notably, Nintendo managed to understand what modern gamers, living in the times of 3D technologies could want. The major JND and JMD which Nintendo 3Ds suggest are that while enjoying playing 3D games people do not need to wear the special glasses which are regarded as one of the major drawbacks of contemporary 3D technology (Buckleitner, 2011).
Apart from this the new product meets some more desires of consumers. Reportedly, Nintendo 3Ds are easier to use, parents can control their children’s games buying, there is possibility to play with other people having Nintendo 3d (which is a meaningful value for contemporary gamers) (Buckleitner, 2011).
All these advantages or JND and JMD did attract the necessary attention to the new product. Reportedly, Nintendo 3Ds sales reached about 400 thousand units during the first week of sales in the United States (Sherr and Becker, 2011). Admittedly, being the first company to present such video games makes Nintendo a leader in the market.
It goes without saying that there are still many things to improve to attract even more consumers. One of the most valuable JMD for customers will become lower prices (Sherr and Becker, 2011). Hopefully, the company will work out the way to respond to this eternal longing of the majority of consumers.
On balance, it is possible to point out that Nintendo 3Ds is one of the latest evidence that the principles of JND and JMD work though being introduced long ago. Nintendo understood what contemporary gamers need and responded to these desires.
It is possible to claim that when trying to attract attention of consumers it is essential to change the product somehow. However, the changes should be thoughtful. In the first place it is important to know what changes would be noticed and valued by customers and then change the product in the necessary way.
Reference List
Buckleitner, W. (2011) ‘A Closer Look at the Nintendo 3DS’, The New York Times, 01 March.
Sherr, I. and Becker, N. (2011) ‘New Nintendo, Sony Gadgets Buck Slump in Videogames’, The Wall Street Journal, 16 April.
Yeshin, T. (2006) Sales Promotion, London: Cengage Learning EMEA.