One of the central themes in marketing's consumer research has been that of isolating various desired product attributes that determine consumer purchasing patterns. The best way to identify determinant attributes, however, has become the subject of a controversy that has yet to be resolved. Overall, marketing researchers have generally embraced the multi-attribute nature of consumer decision bases, and have approached both the consumer decision process and satisfaction or dissatisfaction with a product or service from an attitudinal perspective. Thus far, however, results of empirical studies have proven disappointing and inconsistent. One reason marketing studies have not proven more fruitful is that a large number of studies have been based on social models developed by and for social psychology and provide little guidance for marketing studies. In the absence of agreed-upon theory, investigations frequently differ in model conceptualization, semantics, measurement and analysis methods, criteria, and conclusions. Another difficulty is the lack of agreement concerning precisely what is meant by consumer satisfaction. This absence of uniformity in definition, plus the lack of empirically verifiable approaches to investigation, make it clear that, although some effective research has been conducted, continued research is necessary. (Seventy-three references are attached.) (NH)