Purchase decisions in industrial goods markets are typically not made by individuals, but rather by a group of employees known as the Buying Center. Christin Haehnel develops a model to examine the impact of emotions on Buying Center decisions, which takes into account not only the individual level of each decision-maker but also the overarching group level ("Buying Center Emotion"). Through empirical model testing, the author demonstrates the significant role of emotions in industrial purchasing decisions and urges marketing practice and research to pay greater attention to emotions.