B
Evidence Grade B
Graded
under review
Safe to Cite
Current
90%
90% -- share of b2b purchasing based on emotional decision making for B2B buyers (2026)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
90%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Antonio Damasio / psychology research
Primary
Tier C
https://www.outsmartstrategy.com/be-more-compelling/ ↗
Source Article
BE MORE COMPELLING - The B2B Software, Unicorn Makers | OutSmart Strategy
Studies by Antonio Damasio and other psychologists have shown that 90 – 95% of B2B purchasing is based upon emotional decision making
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Original Research
Antonio Damasio / psychology research
· Original study ↗
Methodology
Range 90-95% reported; midpoint used. Cited to studies by psychologist Antonio Damasio and other psychologists; no specific survey methodology stated.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B buyers: 90% share of b2b purchasing based on emotional decision making. Source: Antonio Damasio / psychology research (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-purchasing-emotional-decision-making
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<blockquote cite="https://lighthousedata.io/data/b2b-purchasing-emotional-decision-making" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>90%</strong> -- share of b2b purchasing based on emotional decision making for B2B buyers<br><small>Source: Antonio Damasio / psychology research (2026) · <a href="https://lighthousedata.io/data/b2b-purchasing-emotional-decision-making" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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