Delight-As-Magic: Refining the Conceptual Domain of Customer Delight

ABSTRACT - This paper explores consumers’ experience of delight and investigates the role of surprise in this process. These questions are examined through an interpretation of five consumers’ own accounts of delight in the context of travel experiences, informed by literature from the fields of psychology, aesthetics, and consumer research. The exercise contributes to our understanding of customer delight by identifying two distinct modes of delight: delight-as-pleasant-surprise and delight-as-magic. Delight-as-magic refers to the efferent emotional arousal individuals derive from consumption experiences they imbue with a subjective, symbolic meaning associated with themes of interpersonal warmth, aesthetic experiences, or leisure experiences.



Citation:

Yannik St-James and Shirley Taylor (2004) ,"Delight-As-Magic: Refining the Conceptual Domain of Customer Delight", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 753-758.

Authors

Yannik St-James, Queen’s University
Shirley Taylor, Queen’s University



Volume

NA - Advances in Consumer Research Volume 31 | 2004



Share Proceeding

Featured papers

See More

Featured

Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

How Mortality Salience Shapes Consumers’ Responses to Brands

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Featured

Search Predicts and Changes Patience in Intertemporal Choice

Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.