عنوان مقاله [English]
One of the most important issues in marketing is decision making and judging. Decision making and the factors influencing it are of interest to the cognitive sciences. Management and cognitive economics, along with other decision theories, can help to understand the process of consumer behavior and marketing decision making. Cognitive research in marketing is more important today than in the past. One reason is the advances in understanding the activity of the human brain. Also, with the development of interdisciplinary research in marketing, more researchers have shown interest in examining the processes and mental models and emotions of people in organizations (Heidari, Ali) and are trying to discover the secret of the biggest asset, namely the brain. Recognize its functions as the most complex divine deposit. These efforts are made because the brain is the center of decision-making and the secret box for all human actions and deeds. (Jawani, Mohammad) Given that marketing and industrial marketing is not an ancillary factor to the success of companies, but is an essential for industrial companies in competitive markets. (Hart) and the decision-making, judging and selection process in the six main areas of industrial marketing identified by Katrici (2009) namely industrial buyer behavior, innovation / new product development, distribution channel management, sales and sales management, buyer-seller relationship and management And marketing strategy plays an important role. In this study, while reviewing the definition of cognitive sciences and industrial marketing, we examine the function of cognitive sciences in marketing and industry.