Kemp, Elyria; Briggs, Elten; Anaza, Nwamaka A. - In: European Journal of Marketing 54 (2020) 7, pp. 1609-1640
Purpose: Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions. This study aims to address the roles of personal...