Description

By (author) Babin Barry J.; By (author) Harris Eric

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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.

Table of 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.