There has been much literature in consumer satisfaction and dissatisfaction in last decade. Con-sumer satisfaction/dissatisfaction is always judged in relation to a standard (olender, 1977).the marketing and consumer behavior literature has always suggested that C/D is a relative concept. In the beginning of the literature of consumer behavior lots of theories with various standard were developed to explain consumer satisfaction and dissatisfaction. it is sometimes unclear which model is best applicable and is suited for a particular situation. In this research paper an effort has been made in comparing different models of consumer S/D that have been developed in recent literature. Some important theories underlying each model and their characteristics are critically analyzed. Main developments in the models applicability of each model in different situation strength and weakness of each model are analyzed and discussed in this paper.