The strongest business-to-business brands capitalize on the anticipation of positive emotions.
This statement is false.
The strongest business to business brands capitalize on the avoidance of negative emotions rather than positive emotions. This is because there is an asymmetry between the upside and downside of business to business purchases.
Generally the buyer does not experience the complete benefits of the solution directly and may or may not be rewarded for making a better purchase, but a bad purchase can ultimately destroy the buyer’s reputation and can damage job security of the buyer too.
Business to business brands can tap into this by building a strong trust in the buyer’s mind.
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