Are organizational buyers rational? Using price heuristics in functional risk judgment

Although recent studies on B2B marketing suggest that organizational buyers may not be as rational as the prevailing perspective would assume, empirical evidence is still scarce. We argue that managers infer a product's functional risk from its price level, which is a behavioral response to price stimuli similar to what happens in the B2C context. We conducted an experiment manipulating the price, importance of the decision, and type of product...