Purpose: The purpose of this paper is to identify critical personality traits affecting and influencing buying behaviour in high involvement consumer durables. It also intends to guide practitioners in selecting appropriate marketing frameworks, consumer segments and processes considering the...

Purpose: Emotions in business-to-business (B2B) interactions are relatively unexplored when compared with business-to customer (B2C) industry wherein sufficient evidence implicating the role of emotions in decision-making is available. This study aims to explore the role of emotions in B2B...

Purpose – The article aims to examine the rural‐urban divide used as a premise for idiomatic understanding of Indian rural consumers, and review current practices. This may be self limiting, and may trap marketers in an idiom that is not in touch with current realities in the rapidly...