Date of Award

Spring 5-25-2024

Document Type


Degree Name

Doctor of Business Administration (DBA)


Marketing and Analysis

First Advisor

William Locander


The complexity of the contemporary business-to-business (B2B) sales landscape requires salespeople to respond faster, be more knowledgeable, and add more value to buyer interactions than ever before. As such, B2B salespeople must carefully consider the impact of their decisions since they have the potential to directly impact organizational revenue and bottom-line outcomes. The present research utilizes rational-emotive behavior theory to examine judgment and decision-making in B2B salespeople. Research questions are presented and tested with a sample of 306 B2B salespeople using structural equation modeling. The results of the analysis reveal that irrational beliefs lead to dysfunctional emotions, and in turn, dysfunctional decision-making behaviors in B2B salespeople. In doing so, the present research highlights the indispensable role cognition plays in impacting emotions, and the principal role emotions play in impacting decision-making.