The traditional perception suggests B2B businesses as being overwhelmingly rational when it comes to making decisions. Over analysis and research prior to purchasing leaves no room for emotional intervention — or at least so is the most common mindset. However, psychologists and business professionals suggest otherwise. Experts claim emotional influences to be higher during decision making. Stat backing up the claim show a similar tie between emotions and trade attributes. A study on buying behavior suggests that 80% of purchases are based on emotions, and 20% on logic.
While rational reasoning is considered as the preferred standard for decision making, B2Bs still practice the majority of its sales based on emotional influences. We have compiled information showing why emotions are given major priority to.