Plug in the weights, expectations, and perceptions into the formula: S = w( p-e).

Does the outcome of the function suggest that this consumer is satisfied, delighted, or dissatisfied? Ask the consumer if s/he is satisfied to see if the model is consistent with the consumer’s response.

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.