The principle of precedence: consumers attach greater importance to functionality (over hedonics) up to the point at which a "required" level of functionality is met.
The "principle of hedonic dominance“: after a required level of functionality is met, hedonic aspects drive consumer choice.
a consumer shopping for a cell phone with at least an eight-hour battery life will choose an option that offers this level of battery life over ones that do not, even if this option is much worse looking than the alternatives. However, after the required level of functionality is met, consumers shift focus almost entirely to the hedonic aspects. Thus, if all available cell phones exceeded the eight-hour battery limit, the phone that looks best will be chosen, regardless of the differences among the options in terms of battery life.
Source: Form versus Function: how the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences
The increasing transactional focus of companies on controlling the negatives in an experience by, for instance, reacting to customer complaints has led to a decline in negatives. With most competitors focused on this end of the emotional experience, the positive emotions have been largely neglected.
The increasing use of Six Sigma, Lean and other BPR initiatives has led to an increased focus of control on the negative emotional experience. This has been to the detriment of value-adding positive emotional experiences.
The recession has led to a cut-back in initiatives that focused on positive emotional experiences.
The meaning of a positive emotional experience has changed under conditions of hyper-competition. That is to say that to score highly on a word like happy requires an increased effort over and above what has happened before to match changed expectations. For this to have been the effect, firms efforts would have been minimal over the last few years to evoke a positive emotional reaction from clients and consumers.
The positive emotion set represents the best point of competitive differentiation in a marketplace focused on controlling the negative emotions: in particular, happy and pleased which relates to the concept of achieving advocacy or total satisfaction with an experience encounter.