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EMAC 2021 Annual Conference

The role of emotions in B2B context: A systematic literature review

Published: May 25, 2021


Ana Carolina Ribas, ESPM - Escola Superior de Propaganda e Marketing; LUCIANA DE ALMEIDA, ESPM


Emotions play a key role in determining business results in various sectors. Its function as cause, effect, mediation, and moderation of behaviors has been a key element in the actions of consumers and marketers, mainly in B2C studies. However, in B2B perspective, the buying behavior has mostly been approached as a rational activity. This article provides a background for researchers and practitioners who seek to understand how emotion has been explored in B2B through a systematic literature review that covered 38 papers. Results suggest a rational-emotional paradigm shift with the latent recognition of emotions’ role in B2B both in buyer and seller contexts, addressing five main research categories: (1) brand, (2) sales-buyer dyad, (3) purchase decision-making, (4) relationship, and (5) service experiences. We also provide a synthesis and outcomes of main emotions advocated in literature (joy, empathy, pride, anger, fear, anxiety, and sadness), as well as avenues for future research.