On a 1 to 7 scale, ask the consumer to rate how s/he expected the brand to perform on each of these attributes, prior to purchase (for example, comfort = 6, style = 4, and durability = 6).

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.