Learn consumer behavior your way with "CB," 10th Edition, by Babin, Harris and Galvan. Whether you prefer printed pages, online access or mobile learning, this book is built around how students like you study best. Backed by research into real student habits and preferences, the text delivers the latest trends and insights in consumer behavior through clear, visually engaging content and interactive features that fit your learning style. It’s not just a textbook, it’s a smarter path to success in your course.
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.
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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.
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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.
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This edition includes fresh, contemporary examples in feature boxes and cases that reflect current consumer trends, behaviors and challenges, keeping your course content relevant and engaging. Spark discussion with real-world scenarios that resonate with students and encourage critical thinking.
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Chapter narratives integrate current shifts in technology (e.g., AI, social media, personalization) and societal trends (e.g., sustainability, DEI) into the core content enabling instructors to teach a future-ready curriculum and confidently address emerging topics.
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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.
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The text is seamlessly embedded within the MindTap platform, offering interactive assignments, auto-graded quizzes, analytics and customizable learning path to save instructors time on grading and course setup while providing real-time insights into student performance. Instructors can easily tailor content to match their teaching style and course objectives.
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Content is organized around a clear, intuitive framework that aligns with how instructors naturally teach consumer behavior, starting with foundational concepts and building toward application. This logical flow helps students grasp complex ideas more easily, improving engagement and outcomes.
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Chapter narratives emphasize how consumer behavior insights drive value in marketing, product development and strategy, illustrated through practical, real-world applications, helping students connect theory to practice and making the material more actionable.
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