Title: Classifying customer 'wow', 'aha', and 'cool' affect through arousal: a study on mobile users

Authors: Prince Dubey; Naval Bajpai; Sanjay Guha

Addresses: Department of Management, Chouksey Engineering College, Masturi Road, Bilaspur, CG-495004, India ' ABV-Indian Institute of Information Technology and Management (ABV-IIITM), Gwalior, MP-474015, India ' Department of Management, Bhilai Institute of Technology (BIT), Durg, CG-491001, India

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.

Keywords: delight; arousal; discriminant analysis; perceptual map; need for benefit; customer expertise; atmospherics; advertisement; mood state; vector analysis.

DOI: 10.1504/IJEMR.2018.088588

International Journal of Electronic Marketing and Retailing, 2018 Vol.9 No.1, pp.37 - 58

Received: 05 Oct 2016
Accepted: 06 Nov 2016

Published online: 12 Dec 2017 *

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