Question: Determine the consumers importance weights for each attribute, such that they total 100 percent. For example, comfort = thirty percent, style = ten percent, and

Determine the consumer’s importance weights for each attribute, such that they total 100 percent. For example, comfort = thirty percent, style = ten percent, and durability

= sixty percent.

Imagine that you work for a well-known marketing research firm. Your supervisor has asked you to use the expectancy disconfirmation model to evaluate a consumer’s post-hoc satisfaction level for a recent purchase of running shoes.

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