The Importance of Affect in the Purchasing Behavior of Business to Business

Purpose: Theoretical nature and its aim is to present the theory of emotions in the purchasing processes of institutional clients. The justification for the adopted topic is the limited number of publications on the topic of affect in the purchasing behavior of business clients. The purpose of this article is to demonstrate the role of the effect in the purchasing behavior of business customers. Design/Methodology/Approach: The article is theoretical in nature. It is an analysis of the literature on the use of emotions in the analysis of the purchasing behavior of business customers. It answers the question To what extent do emotions influence the purchasing decisions of organizational customers. Findings: Effectively helping potential buyers manage their emotions—whether by evoking positive emotions such as excitement or by alleviating negative emotions such as fear and anxiety—can work to an organization’s advantage. Practical implications: The study results can provide company management with key information regarding customer relationship management towards taking into account affective components and paying attention to this significant aspect of purchasing behavior. Originality value: The value of the article is the study of affect in B2B purchases.