Psychological attributes make up the second general category. This category
refers to how things are carried out and done between the buyer and seller.
These supplier and market offering characteristics are described as the delighter
attributes—the augmented features and characteristics included in the total market
offering that go beyond buyer expectations and have a significant positive impact
on customer satisfaction. The psychological or delighter characteristics are not perceived
as being universal features across the evoked set of suppliers and market offerings
being considered. Rather, these are the differentiators between the competitors.
The competence, attitudes, and behaviors of supplier personnel with whom the
buyer has contact, as well as the salesperson’s trustworthiness, consideration for
the customer, responsiveness, ability to recover when there is a problem, and innovativeness
in providing solutions are exemplary psychological attributes.