We want our customers to be happy with their purchases but Jessica Hicks DeGraaf (former M.S. student of mine) showed that it was customer delight (not satisfaction) that influenced people to buy a plant again. We revisited her work to better understand the role of plant benefits on customer delight (that feeling of joyful surprise) and making a subsequent purchase. This week, Bridget discusses new research which helps us understand which plant benefits impact customer delight and loyalty (or that intention to make another purchase).