Abstract:
Emotion plays a part in everything consumers do. But in B2B, it has played an increasingly more important role over the past decade â more than most marketers, researchers, and brand managers are willing to admit or measure. Some of their reluctance to acknowledge emotion in the B2B space is due to the fact that measures and metrics of emotional engagement have not received the kind of attention "softer" measures like "sharing" or "tweets" have, as well as due to the inability of newer "emotional" forays to provide category-specific emotional metrics that are generalizable at high degrees of confidence. Additionally, this is the first time that social networking/mobile research has been used in the B2B space so comprehensively.
This could also be of interest:
Research Papers
The business value of emotional intelligence
Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Author: Fiona Jack
 
October 28, 2001
Research Papers
Behavioural economics gets real
Catalogue: Congress 2016: #WOW
Authors: Leigh Caldwell, Lizzi Seear
 
September 22, 2016
Research Papers
The emotional drivers of advertising success
Catalogue: Congress 2005: Making A Difference
Author: Graham Page
Company: KANTAR TNS Malaysia
September 21, 2005
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)