The Guilt Paradox: How a Negative Customer Emotion Can Drive Positive Outcomes

We naturally assume that negative customer emotions result in negative outcomes for a business. Fear, for instance, leads to avoidance, while anger leads to negative word of mouth. However, according to a study by Anne-Madeleine Kranzbühler, Alfred Zerres, Mirella H. P. Kleijnen and Peeter W. J. Verlegh, there is a negative customer emotion that, under specific … Continue reading The Guilt Paradox: How a Negative Customer Emotion Can Drive Positive Outcomes

The role of emotions in B2B marketing

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