There’s an old theory that executive buyers are strictly rational decision-makers, relying on logic and “the math” to inform their buying decisions. It’s a nice enough theory, but it happens to be a wrong one. New research shows that executives—just like the rest of us—are heavily swayed by emotions, and they are even more likely to opt for a riskier business decision, such as leaving their current situation, if you can take advantage of decision science principles to frame their current situation in terms of loss. Watch this video to learn more.