A car commercial I heard on the radio this morning said: “Buy with your head, drive with your heart.”
This is an old debate: do people buy based on logic or on emotion?
Most marketers agree that consumer purchases are heart driven.
But what about B2B?
Isn’t the purchase of, say, valves for a chemical plant an intellectual rather than an emotional decision?
Or are B2B buyers just as emotion-driven as consumers?
What say you?