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CB

Author(s): Barry J. Babin | Eric G. Harris

ISBN: 9789355738493

9th Edition

India Release: 2023

₹1050

Binding: Paperback

Pages: 452

Trim Size: 279 × 216 mm

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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.

Brief, Modern Chapters: Engaging, contemporary design elements in shorter yet comprehensive chapters.
Latest Content: Highlights recent developments in the consumer experience, analyzing their impact on consumer behavior.
Convenient MindTap Access: Integrated platform with preloaded course materials, interactive tools, and flexible study options.
End-of-Part Cases: Meaningful hands-on practice through real-world scenarios, preparing students for professional challenges.
Application Focus: Short videos featuring well-known companies bring consumer behavior principles to life in today's business environment.

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

Dr. Babin is currently Morris Lewis Professor of Marketing and chair of marketing in the Ole Miss Business School.

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.