Using Non-Utilitarian Factors to Encourage Business-to-Business Purchases by ProQuest


Most purchasing decisions in business-to-business markets are usually conducted in a rational and straight-forward manner, relying on functional and utilitarian product and vendor information. This paper makes the case that for some purchases non-utilitarian factors can play a role. These non-utilitarian factors are related to the business user's personality and the ability of products to play a role in a deeper consumption relationship with users. [PUBLICATION ABSTRACT]

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