by B2B Marketing Directions The context in which people consider buying something has a significant impact on how the buying decision is made and on what is (or isn't) ultimately bought. Hundreds of research studies conducted by cognitive scientists over the past four-plus decades have shown that contextual factors can affect everything from how we react to marketing messages and offers, to how we perceive specific products or services, to how we make buying decisions. More recently, neuroscientists have used functional MRI technologies to identify the specific areas of the brain that are activated under various decision-making conditions. This research…
The Power of Context in B2B Buying, and What That Means for Marketers
