The emotional side of organizational decision-making: examining the influence of messaging in fostering positive outcomes for the brand

Abstract

Purpose Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions. This study aims to address the roles of personal feelings, facts and emotional advertising content in the organizational decision-making process. Design/methodology/approach In two studies, the authors apply both qualitative and quantitative methods to explore emotional and cognitive reactions to advertising. In Study 1, depth interviews were conducted with marketing and advertising content developers from a Fortune 100 technology company. In Study 2, a web-based survey was sent out to a Fortune 100 company’s buyer panel. Findings Results suggest that advertising using emotion-based themes helps to foster brand engagement tendencies and advocacy for a brand. Findings also demonstrate that organizational status (C-level executive’s vs non-C-level employees) moderates the relationship between buyers’ reliance on facts and their receptivity to advertising using emotion-based themes, such that reliance on facts increases the appeal of emotional advertising. Research limitations/implications This research contributes to the organizational buying literature by addressing the dearth of research on the role of emotions in organizational decision-making and providing insight into the role of advertising in business-to-business (B2B) decision-making. Practical implications These results imply that advertising incorporating emotion-based themes provide meaningful information to B2B buyers and is especially effective when targeted at buyers at higher levels in an organization. Originality/value B2B buying behavior has traditionally been considered a rational undertaking. This research explores how decision-making orientation and the presence of advertising using emotion-based themes help to foster engagement and advocacy for the brand.

The impact of storytelling in creating firm and customer connections in online environments

“…Perhaps this finding underscores the power of emotions in connecting with individuals, regardless of the source. When firms align messaging with emotions that drive customers, personal connections ensue (Escalas, 2004; Üçok Hughes et al , 2016; and Kemp et al , 2020).…”

“…It is well documented that communications directed at the customer can stimulate engagement with the firm (Brodie et al , 2011; Üçok Hughes et al , 2016; and Kemp et al , 2020). The content of these communications should generate interest in the firm to the extent that customers begin to take action and form psychological attachments to the firm and its products.…”

Benefits and challenges of developing an eco-social orientation: implications for marketing practice

“…Our study also opens the door to extending the recent and timely research in the European Journal of Marketing. For instance, the work of Kemp et al (2020) examines emotional decision-making by management, noting that managers do not always follow the logic. How would such behavior impact a company's EO and SO?…”

An emotional high

“…This is the key to all B2C advertising and sales, the aim being to manipulate a consumer into buying as much as possible, and staying loyal as long as possible. Yet there is growing evidence, according to Kemp et al . (2020), that emotions can actually enhance decision-making in many circumstances.…”

“…Yet in the business-to-business (B2B) sector, the use of complex marketing and advertising campaigns, utilizing emotional messaging, is not common, despite its apparent power to boost B2B sales. According to Kemp et al . (2020), only 29% of B2B customers are fully engages or emotionally and psychologically attached to the companies with which they do business.…”