The underlying principle for using more emotional appeals in b-to-b advertising is that emotions can be a part of every type of decision,even in the b-to-b environment.

Question

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Emotions can play a role in every type of decision, including those made in the b-to-b environment. While logic and reason are typically more prominent in b-to-b decision-making, emotional appeals can still be effective in influencing buyer behavior.

The Underlying Principle for Using More Emotional Appeals in B-To-B