The Accuracy of Design-based Judgments: A Constructivist Approach

Three studies examine how three factors generic to design, its typicality, clarity, and information content, relate to the accuracy of individual judgments about a brand's quality or personality. Study 1 focuses on interpersonal accuracy and shows that consensus in judgments made by managers and consumers are higher for designs high rather than low in typicality, clarity, and information content. Study 2 focuses on the interpersonal accuracy among consumers and finds again that consensus is higher for high typicality, high clarity, and high information designs. Study 3 focuses on intrapersonal accuracy and shows that – when consumers view designs first from a distance and then close – viewer judgments change less (i.e., are higher in consensual accuracy) for designs low on information content, whereas typicality has no effect. Across the studies, individual design acumen enhanced and category involvement attenuated design effects on accuracy. Further, higher accuracy was associated positively with purchase intention, and corresponded with greater ease and speed of judgment formation.