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On a scale/axis that represents emotional response with regard to satisfaction, what would be the opposite of "delighted"?

  • delighted
  • satisfied
  • neutral
  • dissatisfied
  • ???

If it helps, a paper on measuring satisfaction in banking says this about "delight":

Traditionally, delight has been thought of a blend of joy and surprise (Kumar, Olshavsky, & King, 2001). However, a recent study suggested that customer can be delighted without being surprised (Kumar et al., 2001). Although joy remains an important element of delight, the study explained that a greater number of people are exhilarated, thrilled and to a lesser extent exuberant (Kumar et al).

Satisfied customers are purely at ease. Delighted customers on the other hand have greater admiration for the firm and its services. Paul (2000, p. 34) stated ‘Unfortunately, people don’t talk about adequate service. Instead, they tell anyone who will listen about really bad or really delightful services’.

There are of course many antonyms in the dictionary to choose from – what I'm after is the most appropriate/apt choice given the context.

I am of course looking for a single word and not a phrase as I'll be using it as a marker on the axis/scale (and all the other points are single-words).

There's a survey instrument that collects data which can then be plotted on a graph, with one axis of "a scale/axis that represents emotional response with regard to satisfaction". So, the broader context is in commerce/marketing/product-design (vs. say literature).

closed as off-topic by Edwin Ashworth, David, Davo, Scott, NVZ Jul 15 '17 at 12:04

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    You mentioned most appropriate/apt choice given the context. But where did you actually mention the context? – alwayslearning Jul 14 '17 at 6:19
  • @alwayslearning There's a survey instrument that collects data which can then be plotted on a graph, with one axis of "a scale/axis that represents emotional response with regard to satisfaction". So, the broader context is in commerce/marketing/product-design (vs. say literature). – Erics Jul 14 '17 at 11:50
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    Hi @Erics, delighted has many antonyms. Can you please note in your question which you've considered but rejected, and why you rejected them? – Lawrence Jul 14 '17 at 12:23
  • If delighted is a mix of "joy and surprise", so I guess the antonym would be a mix of sadness toward something expected then "gloom" but it would not fit here. – P. O. Jul 14 '17 at 12:27
  • Please include the research you’ve done; questions that can be answered using commonly-available references are off-topic. – Edwin Ashworth Jul 14 '17 at 13:21
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Dismay [dis-mey] /verb (used with object)

  1. to surprise in such a manner as to disillusion.

  2. to alarm; perturb.

/noun

  1. sudden disillusionment.

  2. agitation of mind; perturbation; alarm.

Source: Dictionary.com

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