TITLE

The irrationality of `rational' business buying decisions

AUTHOR(S)
Sherlock, Paul
PUB. DATE
March 1992
SOURCE
Marketing Management;Spring1992, Vol. 1 Issue 2, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
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..
ACCESSION #
9602150687

 

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