Consumers' expectations regarding a product or service they would select for a particular usage situation may determine a reference point that impacts how they judge products or services they plan to use in that situation. We hypothesize that perceptual judgment of an attribute that is less important to a consumer's choice decision is more heavily influenced by the reference point than is judgment of an attribute that is more important to the choice. We support our hypothesis with experimental results in a service industry application. Further, we estimate a model and use the obtained parameter values to predict judgment of the service for a holdout usage situation. © 1993 John Wiley & Sons, Inc.