Chapter 18 Authenticity as a Contributor to Satisfaction with Arts Events: The Moderating Role of Involvement

Drawing on the confirmation–disconfirmation paradigm and the elaboration likelihood model, this study builds and tests a conceptual model that examines the effect of perceived authenticity on affective and behavioural outcomes as well as the moderating role of consumer involvement on the link between authenticity and satisfaction. The model was tested on data collected from 224 members of a theatre audience using structural equation modelling. Results indicate that perceived authenticity associated with both the core arts product and the venue enhances audience satisfaction which is a strong predictor of intention to recommend. Audience involvement with theatre moderates the link between authenticity of venue and satisfaction, with this association being stronger for low-involvement consumers.