9th Edition

Barry J. Babin, Eric Harris

ISBN-13: 9780357518205
Copyright 2022 | Published
400 pages | List Price: USD $100.00

Learn the principles and skills behind consumer behavior in the way that's best for you with Babin/Harris’ CB, 9E. Carefully crafted and based on continuous research into the workflows and learning preferences of students like you, CB from 4LTR Press offers an innovative learning experience with printed, online or mobile options. This edition integrates the latest developments, technology and emerging trends in consumer behavior with visually driven content and learning features that address all learning styles.


Part I: Introduction.
1. What is CB and Why Should I Care?
2. Value and the Consumer Behavior Value Framework.
Part II: Internal Influences
3. Consumer Learning Starts Here: Perception.
4. Comprehension, Memory, and Cognitive Learning.
5. Motivation and Emotion: Driving Consumer Behavior.
6. Personality, Lifestyles, and the Self-Concept.
7. Attitudes and Attitude Changes.
Part III: External Influences.
8. Group and Interpersonal Influence.
9. Consumer Culture.
10. Microcultures.
Part IV: Situations and Decision Making.
11.Consumers in Situations.
12. Decision Making I: Need Recognition and Search.
13. Decision Making II: Alternative Evaluation and Choice.
Part V: Consumption and Beyond.
14. Consumption to Satisfaction.
15. Beyond Consumer Relationships.
16. Consumer and Marketing Misbehavior.

  • Barry J. Babin

    Barry J. Babin has authored more than 100 research publications in some of today's most prestigious peer-reviewed research periodicals, such as the Journal of Marketing, Journal of Consumer Research, Journal of Business Research, Journal of Retailing, Psychology and Marketing, Journal of the Academy of Marketing Science and the International Journal of Wine Business Research. Dr. Babin is currently Morris Lewis Professor of Marketing and chair of marketing in the Ole Miss Business School. He has won numerous honors for his research, including the Louis K. Brandt Faculty Research Award from the University of Southern Mississippi, Outstanding Researcher in the COB at Louisiana Tech University, the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award, the 1997 Omerre Deserres Award for Outstanding Contributions to Retail and Service Environment Research and the Academy of Marketing Science’s prestigious Harold W. Berkman Distinguished Service Award. Dr. Babin is a past president of the Academy of Marketing Science and the Society for Marketing Advances and has been recognized as a distinguished fellow of both organizations. His research focuses on the effect of the service environment in creating value for employees and customers and on the impact of big data on consumer liberty. He offers expertise in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His teaching specialties involve advanced methods of marketing and consumer research and creative problem solving. A frequent international lecturer, he has presented in Australia, South Korea, France, Germany, Mexico, New Zealand, South Africa, Canada, Sweden, Norway, Peru, Israel and the United Kingdom.

  • Eric Harris

    Eric Harris is a faculty member in the department of marketing at the Barney Barnett School of Business and Free Enterprise at Florida Southern College. He holds a Ph.D. from Oklahoma State University and formerly served as the Pete Esch Fellow - Professor of Marketing at Pittsburg State University. His professional and consulting experiences include work in sales and promotion management, retail analysis, healthcare marketing and customer satisfaction assessment. He is actively engaged in research and has been published in numerous professional journals, such as the Journal of the Academy of Marketing Science, Journal of Advertising, Psychology and Marketing, Journal of Business Research, Journal of Business and Psychology, Journal of Personal Selling & Sales Management and Journal of Marketing Theory and Practice. Dr. Harris is also a contributing co-author with Dr. Babin in the Wiley Encyclopedia of Marketing. Dr. Harris serves as associate editor of the Journal of Managerial Issues and also serves on the editorial review boards for the Journal of Marketing Theory and Practice, the Journal of Services Marketing and Services Marketing Quarterly. He has earned numerous awards for his services, including many professional recognitions for his reviewing activities. Dr. Harris’ research focuses primarily on personality issues pertaining to consumer and employee behavior, customer-contact personnel, customer orientation and sales force goal orientations. He also has professional experience in the music industry.

  • UPDATED MINDTAP’S ONLINE COMPREHENSIVE RESOURCES OFFERS NEW INTERACTIVE TOOLS AND EXCLUSIVE CONTENT. MindTap’s digital functionality includes a personalized learning path for students, MindTap Reader, a dashboard for quick reference and study hub for additional review as well as a progress app to keep students informed of their performance in your course. In addition, MindTap offers interactive study tools, helpful videos and other exclusive content.

  • UPDATED EMPHASIS ON CONSUMERS AND TECHNOLOGY ADDRESSES THE LATEST NEWS AND EMERGING ISSUES. This edition offers a new learning feature that focuses the latest consumer behavior issues related to big data, consumer privacy, the customer experience, consumers in a pandemia, the influence of modern media and value in today’s world.

  • NEW CONTENT HIGHLIGHTS THE MOST RECENT DEVELOPMENTS IN THE CONSUMER EXPERIENCE. Students examine the most recent trends and influences in the field throughout this edition and study how these developments are impacting consumers and principles behind consumer behavior today.

  • TODAY’S MOST RECENT STATISTICS REFLECT RELEVANT CONSUMER BEHAVIOR ISSUES. Today’s most recent statistics about online experiences, consumer channels, expectations and other behaviors engage readers and add validity to important discussions and key principles.

  • NEW END-OF-PART CASES PROVIDE MEANINGFUL HANDS-ON PRACTICE. This edition’s contemporary, end-of-part cases challenge students to apply the principles and skills they have learned throughout this edition's part. Real scenarios prepare students for the many challenges facing professionals today.

  • A PRACTICAL EMPHASIS GUIDES READERS IN APPLYING THE PRINCIPLES THEY’VE LEARNED. From the initial introduction through every case and conclusion in this edition, the authors highlight the relevance and applicability of the theories students are learning about consumer behavior.

  • A DEDICATED MINDTAP SUPPORT TEAM IS AVAILABLE WHENEVER YOU NEED THEM. MindTap is backed by a personalized team eager to support you. You can get help setting up your course and tailoring it to your specific objectives so you are ready to make an impact from day one. Your support team is prepared to help you and your students throughout the semester.

  • CONVENIENT MINDTAP ACCESS PROVIDES ALL OF THE RESOURCES YOU AND YOUR STUDENTS NEED IN ONE PLACE. You are able to significantly reduce preparation time with the preloaded, organized CB course materials in MindTap. You discover new efficiencies with fresh new interactive multimedia tools, prepared assignments and time-saving quizzes. MindTap Reader gives your students the power to read, listen and study on their mobile devices, so they can review material when and how it’s best for their learning style.

  • MINDTAP AND CB RESOURCES EMPOWER STUDENTS TO REACH THEIR POTENTIAL. Twelve distinct metrics give you actionable insights into student engagement. Identify topics troubling your entire class or instantly communicate with specific struggling students. Because students are easily able to track their scores, they stay motivated toward personal and course goals. MindTap helps accelerate progress.

  • CUSTOMIZE YOUR CONTENT AND YOUR COURSE. MindTap gives you complete control over your course. You have the flexibility to reorder this edition’s individual chapters, add your own notes and embed a variety of content, including open educational resources (OER). Personalize course content to your students’ needs. Your students can even read your notes, add their own and highlight key text to aid their progress.

  • HELP STUDENTS LEARN IT. Concept Quizzes hold students accountable for the basic concepts in each chapter, providing an opportunity for you to ensure students grasp the building blocks of the chapter content.

  • FACILITATE APPLICATION. Short videos based on well-known companies, paired with multiple-choice questions, bring the principles of consumer behavior to life as students see them play out in today’s business environment

  • BRIEF CHAPTERS WITH A MODERN LOOK OFFER AN ENGAGING, APPEALING PRESENTATION. Shorter, yet comprehensive, chapters reflect contemporary design elements that appeal to today’s reader. This edition’s well-organized, accessible format is designed to increase the number of students who read the chapter without minimizing important CB coverage for your course.

  • TEAR-OUT REVIEW CARDS OFFER PORTABLE STUDY TOOLS. These concise tear-out review cards, located at the back of the printed Student Edition, provide students with a portable, on-the-go study tool containing all of the critical information for class and test preparation.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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