Classifying customer ‘wow’, ‘AHA’, and ‘cool’ affect through arousal: A study on mobile users

Abstract

The elegance of marketing is administered through fluctuating customer arousal and delight. Present study classifies the customer arousal in three categories of delight into ‘wow’ (high delight), ‘aha’ (moderate delight) and ‘cool’ (low delight). Customer arousal is measured by ten predictor variables. Multiple discriminant analysis is used to classify customer delight. Present study identified that ‘wow’ customer influenced by need for benefit and customer expertise. The ‘aha’ and ‘cool’ are uncertain from ‘wow’ customers on rest of predictor variables. As perceptual map of categories is created on the basis of vector analysis, the analysis may vary in product category and affective dimension giving opportunity to fellow researchers to explore further. The segmentation of market on behavioural dimension (delight) is pioneer in reflecting the diverse consumer behaviour helping marketers in policy formulation. The vigour assessment of delight is the novelty of present research classifying customer delight on arousal level.