1. Substance
Many recognised researchers include emotional factors in their models. But it is difficult to find empirical evidence.

In connection with the development of our own marketing model, Business Star, we decided to conduct a major study among decision-makers in companies with 10-499 employees.

Out of 223 respondents, 64 were purchasing managers.

We first identified the 10 most common emotions used in B2B decisions. We then ranked them according to importance on a 5-point scale. Finally, we asked a series of in-depth questions about the 4 most important ones that ranked significantly higher.

2. Benefits
This insight into the key emotions involved in choosing suppliers can be used in branding, public relations, and individual sales programmes.

It can also have a major impact on the organisation of sales work for a B2B company, including the selection and training of account managers.

Finally, it proved that even in the professional world, emotions are at play, but probably in a completely different rational way than most people realise.

3. More Information

a) The 10 identified emotions were:

• Chemistry
• Comfort
• Commitment
• Mutual respect
• Sympathy
• Good mood / happiness
• Exciting
• Inspiring
• Politically correct
• Social recognition
• Good-for-me

b) Top 4 on the 5-point scale - importance:

• Mutual respect (4.3)
• Commitment (4.3)
• Comfort (4.2)
• Chemistry (4.1)

c) Two central conclusions:

• The importance ratings of professional buyers were only slightly lower than those of general B2B decision makers such as directors, owners and managers.
• The use of "emotions" by decision makers was mostly of a "rational" nature. To reduce the duration of decision-making processes and the mental strain of many decisions daily and weekly, decision makers chose to include one or more of the above four emotions as a basis for further decision making. Alternatively, one of the four emotions became decisive after reviewing the rational judgements.