© 2008 The 60 Second Marketer

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"The 60 Second Video “How Consumers Think” misses the mark. Saying that B2B purchases are made entirely on logic ignores important considerations such as brand reputation, personal relationships and other aspirational drivers. That’s not to say there are no differences between business and consumer purchase behavior. For example, consumer purchases are often made by an individual with little or no outside approval or consequences. Business purchases, on the other hand, are often championed by an individual but influenced and approved by a group. In these situations, the individual purchaser uses objective rationale to justify his or her emotional decision to the supervisors. This is just one aspect of the video that ignores the complex reality of B2B decision making." -- Jeff Chase, Weyforth-Haas, Kansas City

"I would venture to say that while the 2 purchases are different, the individual process is the same and involves both sides of the brain. A company has to prove it can solve your personal or business problem with facts and figures (logical). But the bottom line is TRUST, which is emotional -- People buy from people they trust, whether it’s a sports car or outsourced marketing services for their deparment at work." -- Elizabeth Fairleigh, thE Connection, Inc.

"I like the way this video clarifies the B2B vs. B2C purchase decision. It distills a complex subject down to its essential elements and isn't that what The 60 Second Marketer is all about?" -- Joel Cohen, AmericanAdAgencies.com

"The video that states 'Most B2B purchases are based almost entirely on logic' runs counter to my experience and intuition. I can think of countless examples—from my own experience with clients and from my reading of the financial press—of businesses making purchases for subjective reasons. The video would be more persuasive (perhaps) if it offered some support for its questionable assertion." -- Michael Turner, Bouvier Kelly