How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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The Biases in B2B Purchasing
This chapter explores the influence of behavioral science on B2B purchasing decisions, highlighting the role of cognitive biases similar to those in consumer markets. It discusses how biases are often underestimated in professional settings, using examples from research to illustrate their impact on decision-making. The speakers provide insights on pricing strategies and the psychological principles that can enhance client engagement in B2B contexts.
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