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Emotional rational
1. How it’s sometimes represented How it works in reality
10 10
Emotional%
Rational%
0 0
Rational Emotional
It’s misleading to talk in terms of ‘more’ or ‘less’, In a B2B purchase it would be difficult to imagine
or of ‘rational reasons’ leaving less room for ‘rational’ being anything less than 75% full as
‘emotional factors’. They are not mutually that would be a challenge when it comes to
exlusive. justifying your purchase, but emotional desires
could be greater in comparision and play an
obvious and pivotal role in decision making.