在評估服務時，消費者主要搜索有形性等因素。服務更關心經驗問題。它比任何東西都更有價值。第三個也是最後一個評估標準是分析服務的可信度。這些是評估服務的一般特徵。但是，這些標準的建立和驗證與許多重要因素有關(Peter & Orson, 2010)。
科羅拉多河流域的漂流體驗由戶外運動者以一種精緻的崇敬和神祕的本質來陳述。他們把這種感覺稱爲河流魔法。在這種情況下，爲了正確地分析非凡的體驗，我們必須關注提供這種體驗的元素。還需要討論椽子的期望和視角，以及它們在服務遇到時與服務提供者的交流行爲(Arnould & Price, 1993)。這些因素最終將導致對河流魔法的正確評價。
Consumer behavioural approach is regarded as one of the most important, discussed, researched and analyzed topics in the field of business & marketing related to consumer management. Major organizations and business experts are of the view that the expectations of the consumer base throughout the world have gone up to a high level because of the marketing of the services done by the companies throughout the world. Therefore, we should analyze and assess the various different services that lead to some consumer behaviour. In order to do that, we have to discuss the approaches taken by the consumers in the process of properly evaluating a service. In this case, we will try to assess those services that lead to consumer behaviour in light of the river rafting trips conducted every day in the Colorado River basin.
In the case of assessing the services, consumers mostly search about factors like tangibility. Services are more concerned with the issue of experience. It is valued more than anything else. The third and final assessment criterion is to analyze the credence of the services. These are the characteristics of assessing a service in general. But, establishment and validation of such criterions are related to a number of important factors (Peter & Orson, 2010).
River rafting experiences in the Colorado River basin are stated by the outfitters with an exquisite essence of reverence and mystery. They have termed this sense as River Magic. In order to correctly analyze the extraordinary experience, in this case, one has to focus on the elements that offer such experience. It is also needed to discuss the expectations and perspectives of the rafters and their communicative behaviour with the service providers during the service encounter (Arnould & Price, 1993). These factors will finally lead to the proper evaluation of the River Magic.