Nelson Higher Education

Higher Education

CB6, 6th Edition

  • includes CourseMate Printed Access Card
  • Barry J. Babin
  • Eric Harris
  • ISBN-10: 1285189477
  • ISBN-13: 9781285189475
  • 384 Pages | Paperback
  • Previous Editions: 2014, 2013, 2012
  • COPYRIGHT: 2015 Published
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About the Product

Created through a "student-tested, faculty-approved" review process with over 250 students and faculty, CB6 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 topics of consumer behavior 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 statistics on consumer behavior and contemporary examples 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 CB6 Enhanced 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, CB6 brings consumer behavior to life.


  • Find all the instructor tools you need on the Instructor's Resource Website. You can instantly review, edit, and copy what you need from supplements that reflect the latest changes throughout the CB6 edition, including the Instructor's Manual, PowerPoint® slides, and Test Bank.

  • 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 nearly 250 faculty and students.

  • 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 Edition provide students with 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 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.

  • You get all of the content and resources you expect with a supplements package that is second to none, including an Instructor's Manual, Test Bank, PowerPoint® slides, and case studies.

  • Enhanced CourseMate! This turnkey resource now offers a practice quiz generator to help students prepare for tests. Also, a variety of NEW trackable activities provides students the opportunity to expand their knowledge with higher-level activities, while providing you easy access to data and reports on their progress and where they need more help.


"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 Framework.
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.
8. Group and Interpersonal Influence.
9. Consumer Culture.
10. Microcultures.
11. Consumers 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

  • NEW CONSUMER BEHAVIOR CONTENT REMAINS RELEVANT TO TODAY'S TIMES. Open any page of CB6 and you and your students will find the most current consumer behavior statistics with engaging, contemporary examples that keep content applicable to today's business challenges and meaningful to life today. You'll find new content on the recession, green marketing, and natural disasters as they all affect consumer behavior.
  • 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.
  • HIGHLIGHTS OF NEW EDITION CHANGES ON INSTRUCTOR PREP CARDS MAKE TRANSITION TO THIS EDITION EASY. The 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 CB6 seamless. In addition, convenient chapter overviews and outlines, lists of terms and topics, PowerPoint® highlights, video teaching notes, and additional examples help you plan and deliver course content efficiently.


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, 1 term (6 months) Instant Access  (ISBN-10: 1285189523 | ISBN-13: 9781285189529)

Engaging, trackable, and affordable, the CB6 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

CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285189523 | ISBN-13: 9781285189529)

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 CB6 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.

General MindLink for CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1305097327 | ISBN-13: 9781305097322)