We often assume that emotions play little to no role in business-to-business (B2B) relationships. Rather, decisions in a B2B context are deemed to be purely rational, and to follow a complex process with multiple decision makers. Yet, a metanalysis of research on this topic, conducted by Anne-Madeleine Kranzbühler, Alfred Zerres, Mirella H. P. Kleijnen and … Continue reading The role of emotions in B2B marketing
Month: October 2025
LLMs reflect data about how people believe the world to be, not data about how the world is
It is widely acknowledged that answers produced by large language models (LLMs) reproduce the biases that informed how they were trained. For instance, assuming that doctors are male while nurses are female. Though, that bias doesn’t simply reflect the systemic inequality in our society. Rather, it reflects the prevalent stereotypes, that is the type of image commonly … Continue reading LLMs reflect data about how people believe the world to be, not data about how the world is
September 2025 round-up
This was a big month on the personal front: I got my British citizenship achieved a key personal goal that I had set for 2025; plus, the kiddo started University. I spent the last 20 or so years wishing for the day when I wouldn’t have to plan work around the school day. I imagined … Continue reading September 2025 round-up