About the Book

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.

Contents:

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