The irrationality of `rational' business buying decisions

Sherlock, Paul
March 1992
Marketing Management;Spring1992, Vol. 1 Issue 2, p8
Although business buyers justify their purchase decisions on the basis of price, performance, and other "logical" considerations, they are also reacting to attitudes, prejudices, and deep-seated human emotions that may be the most important influences on their decisions. Perhaps buyers do not realize, and they certainly don't acknowledge, that they draw "value images" mixing fact and fantasy to make up their minds. Sellers must listen carefully for those feelings and facts, and be willing to trust their intuition about what the prospect really believes. Marketers must strive to provide value image enhancements to the prospect and minimize depressants. "We cannot reason ourselves out of our basic irrationality. All we can do is to learn the art of being irrational in a reasonable way." — Aldous Huxley INSETS: About the author.;Executive briefing..


Related Articles

  • Shopping, anyone?  // WWD: Women's Wear Daily;8/13/1998, Vol. 176 Issue 31, p2 

    Provides information on the attitudes and behavior of consumers in the apparel industry according to a survey conducted by the Cotton Incorporated Lifestyle Monitor. Factors that women consider in shopping for clothes; Characteristics of the clothes purchased by women.

  • As consumption accelerates, study sees trouble brewing. Matthews, Gordon // American Banker;2/16/1999, Vol. 164 Issue 30, p17 

    Reports on the importance of the saving and buying habits of American consumers to the economy of the United States. Economic expansion in 1998; Decline of exports and manufacturing activity; Annual growth rate of the economy.

  • The migration challenge. Jonker, Jacob // Quadrant Magazine;Dec2015, Vol. 59 Issue 12, p3 

    A letter to the editor is presented in response to the article about the purchasing behavior of the middle-class and rich shoppers in Europe by Nick Cater in the October 2015 issue.

  • Rational Shopping Behavior and the Option Value of Variable Pricing. Teck-Hua Ho; Tang, Christopher S.; Bell, David R. // Management Science;Dec1998 Part 2 of 2, Vol. 44 Issue 12, pS145 

    When a product's price fluctuates at a store, how should rational, cost-minimizing shoppers shop for it? Specifically, how frequently should they visit the store, and how much of the product should they buy when they get there? Would this rational shopping behavior differ across Everyday Day...

  • Buyers' Subjective Perceptions of Price. Monroe, Kent B. // Journal of Marketing Research (JMR);Feb1973, Vol. 10 Issue 1, p70 

    Marketing researchers recently have expended considerable effort to investigate how price influences buyers' decisions yielding a variety of results, some not entirely explainable. This article reviews the relevant research literature, organizes the results, and suggests new research directions.

  • The Last of the Big Spenders. Osborne, Suzanne Barry // Chain Store Age;Jul2001, Vol. 77 Issue 7, p30 

    Examines how the economic slowdown affected the shopping behavior of consumers in the United States. Move of consumers to carefully choose the products and services to purchase; Efforts of consumers to seek for values and bargains; Description of the spending habit of consumers in the 1990s.

  • Lease of Your Concerns. Cahillane, Michael // BusinessWest;12/6/2010, p38 

    The article presents the author's perspective regarding the advantages of purchasing and the advantages of leasing vehicles. The author suggests that one should consider the options personal and business benefits. The author recommends leasing as a favorable option during hard economic...

  • A Study on Green IT Enablers for Saudi Arabian Consumer Purchasing Behaviour Using Structural Equation Modelling. Khan, Sania; Ahamed Khan, Mohammed Shahid; Ravinath, D. // Middle East Journal of Business;Jul2014, Vol. 9 Issue 3, p9 

    In the growing IT services and huge investments on IT infrastructure procurement in Saudi Arabia compared to other GCC countries in Middle East, it was identified fifteen enabling factors relevant to socioeconomic and environmental issues for corporate green IT purchasing. This study attempts to...

  • Shutdown Sours Consumers. Investor's Business Daily // Investors Business Daily;11/11/2013, pA01 

    5 Consumer spending growth slowed to 0.2% in Sept., from 0.3% in Aug. Personal income picked up to a 0.5% gain, beating expectations. Sentiment turned lower for the 7th straight month, according to the Reuters/Univ. of Michigan survey. That contradicted the IBD/TIPP Economic Optimism Index,...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics