Reference Effects on Revisit Intention: Involvement as a Moderator

Abstract

ABSTRACT Past work has examined the reference effect in consumer choice, but most work has focused on referents centered on the service itself. This study examines two additional reference effects—alternative attractiveness and self-image congruity. An empirical study of visitors to a museum confirms that comparisons involving self-based reference point also contribute significantly to revisit intention. Furthermore, the effect of positive disconfirmation on revisit intention becomes weaker as the level of involvement increases. The effect of self-image congruity on revisit intention becomes greater as the level of involvement increases.