Understanding the "Non-Rational" Dimensions of B2B Buying
B2B Marketing Directions
OCTOBER 25, 2020
As a 2010 article by McKinsey put it, "Long before behavioral economics had a name, marketers were using it." A paper recently published by Google provides several fresh insights about how people make buying decisions. The research also tested the influence of six heuristics and cognitive biases on buying decisions.
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