The Expectancy$/$disconfirmation theory, which is a post$-$consumption theory detailing that consumers will use their expectations or set beliefs before consuming a product and those pre$-$conceptions will either lead to satisfaction or dissatisfaction once the consumption process is finished with a product. Consumer satisfaction can be found in this theory through disconfirmation of beliefs, which is when you have negative expectations about a specific product, then after consuming the product the consumer becomes surprisingly satisfied as the performance exceeds their preconceptions of the product $(1).$ Satisfaction can also be found through confirmation which is when a consumer has a positive expectation for a product, then after consuming it their expectations are met, leaving the consumer satisfied with their purchase. An example of how a customer could be dissatisfied through this theory is through negative disconfirmation $(2).$ An example of this would be going to a very high rated and well regarded restaurant with lots of great reviews, very well known, and talked highly about through word of mouth. Creating expectations that the experience at the restaurant is going to go really well and the food is going to be great. Then getting there and having bad service, food tastes poorly, it takes a while to sit down, really loud and noisy creating an unfavorable environment, which makes the hype of the restaurant that was created originally fall short of the original expectations created originally.