The delight or attractive curve indicates areas in which the customer is more satisfied when the product is more functional, but is not dissatisfied when the product is less functional. For instance, the customer of our IMS bank may not be dissatisfied if there is no interest free period of first six months for the approved loan. However, the customer may be more satisfied when the bank loan has this feature. tooltip the attractive indicates that the lack of feature leaves a customer neutral and certainly not dissatisfied. However, having more of the feature quickly increases the customer's level of satisfaction.