Are organizational buyers rational? Using price heuristics in functional risk judgment
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DOI: 10.1016/j.indmarman.2019.10.001
Abstract: Abstract Although recent studies on B2B marketing suggest that organizational buyers may not be as rational as the prevailing perspective would assume, empirical evidence is still scarce. We argue that managers infer a product's functional… read more here.
Keywords: buyers rational; functional risk; product; price ... See more keywords