The Kano theory represents a holistic theoretical approach that helps explain the existence of asymmetric and dynamic effects in the emergence of customer satisfaction. This theory also includes the so-called Kano method, an established procedure for identifying and classifying various satisfaction factors. Despite its broad acceptance in research and practice, there are deficiencies regarding the theoretical-conceptual derivation and empirical foundation of the Kano theory. Jörg A. Hölzing examines the development of the Kano theory in the marketing context and presents the Opponent-Process Theory as an approach that enables a theoretical foundation for the Kano theory. Through two empirical studies, the author tests the Kano method and confirms the premises of the Kano theory.