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