"I'm late again" I mumble squeezing through the yellow light. My car radio carries the sing-song voice of a barista telling me she can't live without her daily triple espresso. I see the green logo of the coffee shop ahead. I know I don't have time to stop but I find myself turning in anyhow, palette already salivating.
In that moment, the brand owns me. Stimulus – response. Like a Pavlovian dog.
This experience is the complete antithesis of B-to-B buying. Consumer brands count on a buying experience easily stimulated, impulsive, cheap, low-risk and readily accessed. B-to-B decision-makers, by comparison, depend on buying patterns that are:
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