The Role Of Emotions And Goals In B2B Buying Decisions

For most of the past few decades, leading up to the advent of the Internet and digital technologies in the 21st century, there has been an accepted paradigm regarding B2B buying decisions. This paradigm consisted of an unquestioned notion that B2B buying decisions were disciplined, rigorous, process-based, and rational.Read the full article

The Influence of Emotion on B2B Purchases

Rich Palatini, Director of Brand+Creative at Delia Associates, discusses the role played by a customer's emotional connection with a brand when making a B2B purchasing decision. A number of influences on emotionally driven B2B purchases are considered, including: 1) The Internet 2) The Mobile Workplace 3) Proliferation of Choice 4) Higher Stakes