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Through a detailed review of the service quality and (dis)satisfaction literatures, this paper presents a theoretical model exploring the interrelationship between expectations, affective post‐purchase states and affective behaviour. Drawing together a comprehensive hierarchy of expectations culled from the service quality literature, the authors seek to apply levels of expectation to specific post‐purchase affective states and affective behaviour. The authors argue that consumers have two types of expectation that influence post‐purchase affective states: the core or predictive ‘will be’ expectation; and peripheral expectations—that can range from the ideal standard to the minimum tolerable level. By applying the levels‐of‐expectation approach to the expectation‐disconfirmation paradigm, the authors argue that there are four types of post‐purchase affective states: delight, satisfaction (or positive indifference …