Multidimensional Measures of Consumer Rating Accuracy

Abstract

This paper investigates the multidimensional nature of consumer rating accuracy (CRA) and presents a methodology for examining these dimensions. University students, serving as experimental subjects were provided with either relevant or irrelevant brand performance information and later asked to rate brand performances. The accuracy of their brand attribute ratings as compared to true ratings were examined. At the .001 significance level, results indicate that information relevancy moderates consumer ability to identify overall brand performance as well as specific brand attribute. Also, the accuracy of consumers’ brand attribute strengths for a product category were found to be moderated by their involvement with the category. As marketers gain insight into the dimensions of CRA, promotional communications should improve.