Cengage Learning

Higher Education

CB 5, 5th Edition

  • includes CourseMate Printed Access Card
  • Barry J. Babin Louisiana Tech University
  • Eric Harris Pittsburg State University
  • ISBN-10: 1133629687  |  ISBN-13: 9781133629689
  • 352 Pages
  • Previous Editions: 2013, 2012, 2011
  • © 2014 | Published
  • Newer Edition Available



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.

Additional Product Information

Features and Benefits

  • 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.

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.

What's New

  • 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.

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Learning Consultant for more information.

Print Option: CB5 (with Marketing CourseMate with eBook Printed Access Card)

ISBN-10: 1285479173 | ISBN-13: 9781285479170

Efficacy and Outcomes


"I’ve been using this textbook for a couple of years now and I’ve found it to be an excellent textbook. The authors have done a great job--as has the publishing team. Thanks for all your outstanding work."

— David Shepherd, Georgia Southern University

"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


All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

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.

Meet the Author

Author Bio

Barry J. Babin

Barry J. Babin has authored over 70 research publications in some of the most prestigious research periodicals, including the JOURNAL OF MARKETING, THE JOURNAL OF CONSUMER RESEARCH, THE JOURNAL OF BUSINESS RESEARCH, THE JOURNAL OF RETAILING, PSYCHOLOGICAL REPORTS, PSYCHOLOGY AND MARKETING, and THE JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, among others. Babin is currently Max P. Watson, Jr., Professor of Business and chair of the department of marketing and analysis at Louisiana Tech University. He has won numerous honors for his research, including the Louis K. Brandt Faculty Research Award from the University of Southern Mississippi (on three occasions), 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 Harold W. Berkman Distinguished Service Award. He is a former president of the Academy of Marketing Sciences and the Society of Marketing Advances, and he currently serves the marketing editor for the JOURNAL OF BUSINESS RESEARCH. Babin’s research focuses on the effect of the service environment in creating value for employees and customers. His expertise is in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His primary teaching specialties involve consumers and service quality, marketing research, and creative problem solving. A frequent international lecturer, he has presented in Australia, South Korea, France, Germany, New Zealand, South Africa, Canada, Sweden, and the United Kingdom.

Eric Harris

Dr. Eric Harris is Chair and Associate Professor in the Department of Management and Marketing at Pittsburg State University in Kansas. He holds BBA and MBA degrees from Pittsburg State University and a PhD from Oklahoma State University. Dr. Harris’s professional and consulting experiences include work in sales management, healthcare marketing, and customer satisfaction assessment. He is actively engaged in research and has been published in the Journal of the Academy of Marketing Science, the Journal of Advertising, Psychology and Marketing, the Journal of Business Research, the Journal of Business and Psychology, the Journal of Personal Selling & Sales Management, and others. Dr. Harris also serves on the editorial review boards for the Journal of Business Research, the Journal of Marketing Theory and Practice, the Journal of Services Marketing, and Services Marketing Quarterly. He is Consulting Editor for the Journal of Managerial Issues and with Dr. Babin has coauthored a chapter in the Wiley International Encyclopedia of Marketing. Dr. Harris’s research focuses primarily on personality issues pertaining to consumer and employee behavior, customer-contact personnel, customer orientation, and sales force goal orientations. He is affiliated with a number of professional associations, including the American Marketing Association, Academy of Marketing Science, Society of Marketing Advances, and Association of Collegiate Marketing Educators.