Professor @ Hult International Business School & Professor @ VUB

Davide Rigoni
Timothy Desmet



Thematic Stage B2B

About this speaker

Stijn Van der Plaetsen will introduce this guest speaker tackling how meaningful marketing can be applied in the B2B Sector.

The buyer in B2B context. Every buyer is a consumer. Is he/she always rational?


The convention in the B2B market seems to be that decision making in companies is typically based on rational arguments: buying goods and services depends only on price and spec comparisons. We challenge this view. Evidence shows that irrational parameters play a crucial role in B2B: emotions, instincts and habit are crucial drivers of a company’s decision-making. Based on scientific insights, the audience will be challenged and a few take-aways will be provided on how to make a real difference in B2B marketing.

Biography Davide Rigoni

Davide Rigoni obtained a Ph. D. in Cognitive Science at the University Padova, Italy, and continued his research at Aix-Marseille University, France and then at Ghent University, Belgium, where he investigated the brain correlates of decision-making. His research is published in more than 30 high-tier peer-reviewed international journals in the field of psychology and neuroscience. In 2019 he founded ICENSE, a company that offers evidence-based consultancy and training in marketing and management. He is currently Professor of Neuromarketing and of Management Psychology at Hult International Business School, London UK, and is part of the Scientific Staff at the Business and Marketing department of the Vrij Universiteit Brussel, Belgium.

Biography Thimoty Desmet

Timothy Desmet, Ph.D, is a professor in Behavioral Economics at the Vrije Universiteit Brussel (VUB) and of Neuromarketing at Hult International Business School - London.

Timothy started his academic career at Ghent University where he obtained a Ph.D in Cognitive Psychology. During his post-doctoral career he worked two years at the Brain and Cognitive Sciences department at the Massachusetts Institute of Technology (MIT) in Cambridge, US and one year at the department of Psychology at Michigan State University (MSU).

In 2006, Timothy founded Profacts. Profacts is a Belgian full-service market research company that solves marketing and management problems (related to customer satisfaction, communication, branding, product development, employee engagement, pricing etc.) through quantitative and qualitative market research. In 2019, he left Profacts for the academic world.




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