Nelson Higher Education

Higher Education

CB7, 7th Edition

  • includes CourseMate and Career Transitions 2.0, 1 term (6 months) Printed Access Card
  • Barry J. Babin
  • Eric Harris
  • ISBN-10: 1305403223
  • ISBN-13: 9781305403222
  • 400 Pages | Paperback
  • Previous Editions: 2015, 2014, 2013
  • COPYRIGHT: 2016 Published
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About the Product

Created by the continuous feedback of a "student-tested, faculty-approved" process, CB 7 delivers a visually appealing, succinct print component, tear-out review cards for students and instructors and a consistent online offering with Enhanced CourseMate that includes an eBook in addition to a set of interactive digital tools all at a value-based price and proven to increase retention and outcomes.


  • Every 4LTR Press solution comes complete with an engaging print textbook, tear-out review cards, an interactive digital solution (CourseMate), and an eBook all of which were directly influenced from student focus groups and surveys, and from interviews with students that had taken or were currently enrolled in a Consumer Behavior course.

  • Shorter, comprehensive chapters in a modern design present content in a more engaging and accessible format without minimizing coverage for your course.

  • Tear-Out Review Cards at the back of the Student Editions provide students a portable study tool containing all of the pertinent information for class preparation.

  • Instructor Prep Cards at the back of the Instructor's Edition make preparation simple with detachable cards for each chapter, offering a quick map of chapter content, a list of corresponding PowerPoint and video resources, additional examples, and suggested assignments and discussion questions to help you organize chapter content efficiently.

  • Every 4LTR Press solution comes with Enhanced CourseMate, the interactive digital component that offers a full suite of unique learning tools that appeal to different learning styles. Quizzes, audio downloads, video podcasts, and more are only a click away.

  • All of the content and resources you expect with a supplements package that is second to none including instructors manual, PowerPoint slides, testbanks, and more.


"I find the applied examples, videos and support materials very useful. CB covers the key theories, ideas and practices that I want to cover in my consumer behavior class."
— Mark Pritchard, Central Washington University

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 Consumer Behavior Value.
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 Change.
8. Group and Interpersonal Influence.
9. Consumer Culture.
10. Microcultures.
11. Consumer in Situations.
12. Decision Making I: Need Recognition and Search.
13. Decision Making II: Alternative Evaluation and Choice.
14. Consumption to Satisfaction.
15. Consumer Relationships.
16. Consumer and Marketing Misbehavior.

New to this edition

  • Overhaul of exhibits are featured throughout the text; stats and figures are updated.
  • Updated and changed box features include current topics that are being discussed in Consumer Behavior and related fields.
  • Updated images are included throughout the text; 40 percent or more of the photos have changed within each chapter.
  • Enhanced CourseMate allow you to track the progress of students and compare/contrast students' performance in class.
  • New trackable activities within Enhanced CourseMate include Drag and Drops, Fill-in-the-blanks, and Media Quizzes.


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

Instructor Supplements

Instructor's Website  (ISBN-10: 1305501047 | ISBN-13: 9781305501041)
Cengage Testing, powered by Cognero® Instant Access  (ISBN-10: 1305500318 | ISBN-13: 9781305500310)

Cengage Learning Testing powered by Cognero® is a flexible, online system that allows you to: import, edit, and manipulate content from the text's test bank or elsewhere, including your own favorite test questions; create multiple test versions in an instant; and deliver tests from your LMS, your classroom, or wherever you want.

CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1305403282 | ISBN-13: 9781305403284)

CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook.

Student Supplements

CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1305403282 | ISBN-13: 9781305403284)

CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook.