Last step, the post-purchase, it is directly connected with the concept of customer satisfaction. At this point it is important to emphasize the impact of increased opportunity cost on satisfaction. A bigger opportunity cost will lower the customer satisfaction even if no other factors related to the product are changed. In this situation it is expected that the customer expectations will increase. On the other hand, if the attributes will replace the product we can expect that a brand will not be
significantly affected by this change because it will represent only the sum of several attributes chosen by the customer.