Business buyers are human beings, and are therefore unlikely to be any more (or less) rational than consumers

Business buyers are human beings, and are therefore unlikely to be any more (or less) rational than consumers?. Critically evaluate this statement by drawing on models of purchasing behavior examined in this module.

Explore the concepts of utilitarian, social and psychological needs; observe organizational boundaries took in more complex; understand the consumers, organizational customers use technical, social, economic and personal criteria; provide comparison of buying characteristics in organizational consumer market; explore the rational, economic, administrative, political and governmental models in managerial decision making.
First class answer
Critical exploration of model presented by Holbrook and Hirschman; the contrast differences between information processing and experiential perspectives on consumer behavior; give analysis to costumers? bounding networks it would also evaluate how marketers use their knowledge of decision making process is in consumer and business market.

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