The major objective of this study is to test two alternative models in order to investigate whether customer value and satisfaction represent two theoretically and empirically distinct concepts. We address the core research themes of our study using a survey. This paper contributes to marketing research by introducing a new parameter (the examination of the mass communication theories) at the growing discussion about the ambiguities surrounding marketing constructs, such as consumer perceived value and consumer satisfaction. The consumer perceived value and consumer satisfaction conceptualizations (in the food-marketing context) that have an interest for both academic research and practitioners