CB 10 Consumer Behavior By Barry J. Babin, Eric G. Harris
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The textbook "CB," 10th Edition, by Barry J. Babin, Eric G. Harris, and Galvan, published by Cengage, explores consumer decision-making processes, psychological drivers, and cultural influences. [1, 2, 3]
The core topics are structurally divided into five major parts: [1]
Part I: Introduction to Consumer Behavior
- What is CB and Why Should I Care?: Defining consumer behavior, value-seeking activities, and how CB intersects with fields like psychology, sociology, and economics. [1, 2]
- Value and the Consumer Behavior Value Framework: Introduction to the core framework balancing utilitarian value (functional/problem-solving) and hedonic value (gratification/emotional). [1]
Part II: Internal Influences
- Consumer Learning and Perception: Exposure, selective attention, and cognitive interpretation thresholds.
- Comprehension, Memory, and Cognitive Learning: Explicit vs. implicit memory, knowledge organization, and information processing.
- Motivation and Emotion: The physiological and psychological forces driving consumer action and emotional consumption experiences.
- Personality, Lifestyles, and Self-Concept: Psychographics, consumer traits, and how identity shapes purchasing choices.
- Attitudes and Attitude Change: Understanding consumer sentiments, beliefs, and marketing communication strategies for persuasion. [1, 2, 3]
Part III: External Influences
- Group and Interpersonal Influence: Reference groups, word-of-mouth marketing, social media trends, and peer pressure.
- Consumer Culture: Global trends, cultural norms, and societal values impacting consumption habits.
- Microcultures: Subcultures, regional variations, generational cohorts, and demographic segmentation. [1]
Part IV: Situations and Decision Making
- Consumers in Situations: Environmental cues, time constraints, spatial layouts, and atmospheric conditions.
- Need Recognition and Search: The first steps of the consumer decision journey—discovering a gap in satisfaction and gathering internal/external info.
- Alternative Evaluation and Choice: Evaluating options, weighing benefits against costs, and making the final choice. [1, 2]
Part V: Consumption and Beyond
- Consumption to Satisfaction: Post-purchase behavior, consumer evaluation of whether real needs were successfully satisfied.
- Beyond Consumer Relationships: Customer loyalty, relationship marketing, and brand community interactions.
- Consumer and Marketing Misbehavior: Marketing ethics, consumer misbehavior (e.g., shoplifting, fraud), and corporate social responsibility. [1, 2, 3]
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