The influence of managerial cognition on investment intentions in B2B marketing campaigns

: the case of Mercadão

Abstract

This study focuses on the mechanisms behind marketing managers decisions to make planned business to business (B2B) marketing investments. In particular, to study the role of the managers' cognition (intuitive and rational thinking styles), and behavioral (risk aversion, ambiguity intolerance, prudence and reliance on prior experiences) traits on willingness to invest in B2B marketing campaigns. The investigation was based on survey data from 27 company managers frequently involved in the company's marketing decisions. The analysis of the data allowed us to conclude that various forms of thinking and planning a marketing strategy are connected to unique characteristics of marketing managers. Through a nuanced exploration using fuzzy set qualitative comparative analysis, four distinct manager profiles emerged, showcasing combinations of rational and intuitive cognition, prudence, and reliance on past experiences. Notably, high levels of risk assessment and ambiguity intolerance were found to deter investment decisions. These findings provide businesses with valuable insights for tailoring strategies to individual managerial profiles, thereby optimizing decision-making processes in B2B marketing investments.

Date of Award	28 Oct 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Božidar Vlačić (Supervisor)