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Future studies which examine the thoughts of decision

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Future studies which examine the thoughts of decision-makers from various types of companies and industriesmight yield further insight. In addition, this study used aninterpretiveandqualitativeapproachtothestudyofemotions in organizational buying. Future studies might usequantitativedatatoempiricallyvalidatethepresentfindings.Specifically,furtherresearchavenuesmightinvolve examining how emotions inuence loyalty, share ofwallet and post-purchase processes. Finally, measuring andassessing emotions in an organizational process may presentchallenges. Finding ways to assess feeling states among B2Bprofessionals would offer further insight into the study ofemotions in organizational environments.Table VMarketing techniques for emotion managementFear and anxietyReassure in content and messagingUse humor in messagingFrustrationShare helpful information and resourcesMaintain regular contactRegretProvide exceptional post-sales service supportReinforce decision in content and messagingTrustUse testimonials from previous customers incontent and messagingPersonalize messagingEncourage joint value creation incommunicationsInterest, excitementand expectationOffer innovative white papersProvide free consultationsPrideReinforce decision in content and messagingThe heart in organizational buyingElyria A. Kempet al.Journal of Business & Industrial MarketingVolume 33 · Number 1 · 2018 · 192826Downloaded by University of New Orleans, Doctor Elyria Kemp At 14:09 21 February 2018 (PT)
ReferencesAndersen, P.H. and Kumar, R. (2006),Emotions, trust andrelationshipdevelopmentinbusinessrelationships:aconceptualmodelforbuyersellerdyads,IndustrialMarketing Management, Vol. 35 No. 4, pp. 522-535.Bagozzi, R. (2006),The role of social and self-consciousemotionsintheregulationofbusiness-to-businessrelationships in salesperson-customer interactions,Journal ofBusiness & Industrial Marketing, Vol. 21 No. 7, pp. 453-456.Bagozzi, R.P., Belschak, F., Verbeke, W. and Gavino, J.(2016),Salesperson self-regulation of pride: effects onadaptability,effort,andcitizenshipbehaviorsbetweenindependent-basedandinterdependent-basedcultures,Revista Española de Investigaci±on en Marketing ESIC, Vol. 20No. 1, pp. 1-17.Bakalash, T. and Riemer, H. (2013),Exploring ad-elicitedemotional arousal and memory for the ad using fMRI,Journal of Advertising, Vol. 42 No. 4, pp. 275-291.Belschak, F., Verbeke, W. and Bagozzi, R.P. (2006),Copingwith sales call anxiety: the role of sale perseverance and taskconcentration strategies,Journal of the Academy of MarketingScience, Vol. 34 No. 3, pp. 403-418.Borg, S.W. and Johnston, W.J. (2013),The IPS-EQ model:interpersonal skills and emotional intelligence in a salesprocess,Journal of Personal Selling and Sales Management,Vol. 33 No. 1, pp. 39-52.

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Journal of Business Industrial Marketing, A Kemp, Doctor Elyria Kemp

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