Understanding the "Non-Rational" Dimensions of B2B Buying
B2B Marketing Directions
OCTOBER 25, 2020
In 2008, two books - Predictably Irrational by Dan Ariely and Nudge by Richard Thaler and Cass Sunstein - raised public awareness of behavioral economics and put it on the radar screens of business and marketing leaders. As a 2010 article by McKinsey put it, "Long before behavioral economics had a name, marketers were using it."
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