What is it?
Consumer studies show that emotions play a role in purchasing decisions. This also holds for professional buyers. However, there are differences between which emotions play the main role.
For professional buyers consumers trust is a very important emotion. Moreover emotions like pride, but also guilt or jealousy can play a role.
Blog on the decision lab about making choices on gut feelings (affect heuristic)
Richard Bagozzi (2006). The role of social and self-conscious emotions in the regulation of business-to-business relationships in salesperson-customer interactions. Journal of Business & Industrial Marketing, 21(7), 453-457. Link
Elyria Kemp, Aberdeen Borders, Nwamaka Anaza, Wesley Johnston (2018). The heart in organizational buying: marketers’ understanding of emotions and decision-making of buyers. Journal of Business & Industrial Marketing, 33(1), 19-28. Link