Guest Editorial on the role of emotions in B2B marketing
Marketing and Professional Sales
This special issue addresses the influence that affect and emotions have in organizational, or B2B, buying behavior. B2B buying has often been treated as a rational activity, even though humans are involved in the decision-making. However, human decision-making often includes a complex cadre of emotions and rationalizations. Contributions to this special issue explore how discrete emotions such as trust and empathy impact organizational decision-making as well as examine the role that affective orientation, emotional appraisals and emotional intelligence play in the B2B exchange process. Brand relationships and connections which foster emotional ties and advocacy are also investigated in this special issue.
Journal of Business & Industrial Marketing
Digital Object Identifier (DOI)