Research has shown that in business buying, functional attributes have twice as much influence as psychological attributes.

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Research in business buying behavior indicates that while functional attributes (such as price, quality, and service) are crucial, psychological attributes (such as trust, reputation, and relationships) also play a significant role and cannot be quantified as having half the influence of functional attributes. The influence of each attribute type varies depending on the industry, the nature of the product or service, and the specific circumstances of the purchase.

Research Has Shown That in Business Buying, Functional Attributes Have