Nelson Higher Education

Higher Education

CB 5, 5th Edition

  • includes CourseMate Printed Access Card
  • Barry J. Babin
  • Eric Harris
  • ISBN-10: 1133629687
  • ISBN-13: 9781133629689
  • 352 Pages | Paperback
  • Previous Editions: 2013, 2012, 2011
  • COPYRIGHT: 2014 Published
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About the Product

Created through a "student-tested, faculty-approved" review process with over 250 students and faculty, CB5 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. Award-winning authors Babin and Harris cover essential consumer behavior topics through a unique concept-driven presentation enhanced by online resources that appeal to today's students and encourage participation. New end-of-part cases highlight today's challenges, and the latest consumer behavior statistics and contemporary examples in this edition reflect the most recent developments in business. New content demonstrates how the recent recession, green marketing, and natural disasters impact contemporary consumer behavior. Convenient chapter-by-chapter student study cards and unique Instructor Prep Cards help you easily transition to this new edition. The CB5 CourseMate interactive online resources bring concepts to life with learning and study tools that ensure student engagement. In an unforgettable presentation focused on students' needs, CB5 brings consumer behavior to life.


  • DYNAMIC COURSEMATE WEBSITE BRINGS COURSE CONCEPTS TO LIFE. Help students master consumer behavior concepts with this new interactive premium website--CourseMate for CB5. Engaging study and exam preparation tools support the printed text. Watch student comprehension soar as CourseMate delivers what today's students need. CourseMate for CB5 includes an interactive e-Book and interactive teaching and learning tools, including quizzes, flash cards, videos, games, and cases.

  • Engagement Tracker, a first-of-its-kind tool, monitors student engagement in your course.

  • AN INNOVATIVE COMBINATION DELIVERS CONTENT BOTH IN PRINT AND ONLINE. The CB5 core text offers a wealth of comprehensive multimedia teaching and learning assets based on input from student focus groups and surveys and from interviews with nearly 250 faculty and students.

  • SHORTER COMPREHENSIVE CHAPTERS COMMUNICATE CONSUMER BEHAVIOR CONCEPTS IN A NEW MODERN DESIGN. This edition uses an engaging and accessible format to present consumer behavior content in a more engaging, accessible format without minimizing coverage for your course.

  • CHAPTER-IN-REVIEW CARDS AT THE BACK OF THE STUDENT EDITION PROVIDE A PORTABLE STUDY TOOL FOR STUDENTS. These detachable, convenient cards provide students with all of the pertinent information needed for effective class preparation.

  • INSTRUCTOR PREP CARDS MAKE CLASS PREPARATION SIMPLE. Detachable Instructor Prep Cards for each chapter, conveniently located in the back of the Instructor's Edition, offer a quick map of chapter content, a list of corresponding PowerPoint® resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently and to transition to the new edition easily.

  • A FULL SUITE OF UNIQUE LEARNING TOOLS APPEALS TO DIFFERENT LEARNING STYLES. Online quizzes, learning games, audio downloads, video podcasts, and more are only a click away.


"CB gives a broad coverage of consumer behavior in a format that students relate to and are more apt to read before class."
— Nathan A. Clay, MBA, Toccoa Falls College

About the Author

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.

Table of Contents

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

New to this edition

  • NEW CONSUMER BEHAVIOR CONTENT REMAINS RELEVANT TO TODAY'S TIMES. Open any page of CB5 and you and your students will find the most current consumer behavior statistics with engaging contemporary examples that keep content applicable to today's current business challenges and meaningful to life today. You'll find new content surrounding the census, the recession, green marketing, and social media as they affect consumer behavior.
  • NEW INSTRUCTOR PREP CARDS MAKE TRANSITION TO THIS EDITION EASY. Individual detachable prep cards for each chapter, conveniently located in the back of the Instructor's Edition, outline specific content updates and changes from the previous edition to help make the transition to CB, 5E as seamless as possible. You'll also find time-saving, convenient chapter overviews and outlines; lists of terms and topics; PowerPoint® highlights; video teaching notes; and additional examples to help you plan and deliver your course efficiently.
  • NEW PART CASE STUDIES REFLECT TODAY'S MOST CHALLENGING CONSUMER ISSUES. New cases at the end of each part, written by leading consumer behavior instructors throughout the country, bring a diversity of contemporary business challenges to the forefront. These engaging case studies encourage students to think critically about business decisions while they resolve consumer behavior issues.
  • NEW COVERAGE PREPARES READERS TO MAXIMIZE TODAY'S SOCIAL NETWORKING AND SOCIAL MEDIA TOOLS. Significantly expanded coverage of social networking and social media in this edition addresses the ways consumers derive value from these activities.
  • NEW SUPPLEMENT PACKAGE THAT IS SECOND TO NONE. This edition provides all of the content and resources you expect with a supplement package that includes CourseMate comprehensive online tools, PowerPoint® slides, an Instructor's Manual, a Test Bank, and ExamView® electronic testing as well as WebTutor™ convenience.


All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

Videos  (ISBN-10: 113358960X | ISBN-13: 9781133589600)

Deepen students' understanding of the consumer behavior concepts presented throughout this edition of the text with these dynamic, engaging videos. These brief multimedia tools correspond directly to this edition and offer ideal support for specific sections of the text.

Instructor's Resource CD-ROM  (ISBN-10: 1133630383 | ISBN-13: 9781133630388)

Find all of the instructor tools you need with this easy-to-use Instructor's Resource CD. You can instantly review, edit, and copy what you need from supplements that reflect the latest changes throughout the CB5 edition, including the Instructor's Manual, PowerPoint® slides, a Test Bank, and ExamView® testing.

CourseMate with Career Transitions 2.0 Instant Access  (ISBN-10: 1133592775 | ISBN-13: 9781133592778)

Engaging, trackable, and affordable, the CB5 CourseMate website offers a variety of interactive teaching and learning tools. Assess student engagement in your course using CourseMate's new Engagement Tracker. Evaluate student preparation and engagement for the entire class or for individual students. Identify students at risk early and uncover which concepts are most difficult. CourseMate also offers interactive quizzes, flash cards, videos, and an interactive ebook to address students' varied learning styles and to help them review for tests and prepare for class.

Student Supplements

Blackboard MindLink for CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285754840 | ISBN-13: 9781285754840)
CourseMate with Career Transitions 2.0 Instant Access  (ISBN-10: 1133592775 | ISBN-13: 9781133592778)

Make the grade with CourseMate! This interactive website helps you make the most of your study time by providing everything you need to succeed online in one convenient place. CourseMate for CB5 provides an interactive ebook that allows you to take notes; highlight, bookmark, and search the text; and reference in-context glossary definitions. Numerous interactive learning tools such as quizzes, flash cards, and videos help you master today's consumer behavior concepts.