Perceived Information Quality

ABSTRACT Consumers are vulnerable to misinterpreting new product information, since they have negligible experiences from which to rely on. This study examines consumer perceptions of various dimensions of information quality (PIQ), based on new product experiences, highlighting the difficulty in making judgements about their products. To simulate a new product exposure, any previous brand associations should not interfere with currently exposed information, so brand name and advertising were removed. Information was restricted to the product appearance, its labeling and food claims. Since many consumers find product information confusing, manufacturers might encourage consumers to use peripheral processing.