About your course materials
"CB," 10th Edition, by Babin, Harris and Galvan is a modern, student-focused consumer behavior textbook designed to align with how today’s learners engage with course material. Developed through ongoing research into student workflows and learning preferences, this edition integrates current trends, technology and behavioral insights into a concise and visually engaging format. This approach ensures that content is accessible and adaptable to all learning styles, whether students prefer reading or interacting digitally. This edition is accompanied by MindTap with robust assessment tools and analytics to monitor student progress.
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About this product
"CB," 10th Edition, by Babin, Harris and Galvan is a modern, student-focused consumer behavior textbook designed to align with how today’s learners engage with course material. Developed through ongoing research into student workflows and learning preferences, this edition integrates current trends, technology and behavioral insights into a concise and visually engaging format. This approach ensures that content is accessible and adaptable to all learning styles, whether students prefer reading or interacting digitally. This edition is accompanied by MindTap with robust assessment tools and analytics to monitor student progress.
Shorter, yet comprehensive, chapters reflect contemporary design elements that appeal to today’s reader. This edition’s well-organized, accessible format is designed to increase the number of students who read the chapter without minimizing important CB coverage for your course.
The text is seamlessly embedded within the MindTap platform, offering interactive assignments, auto-graded quizzes, analytics and customizable learning path to save instructors time on grading and course setup while providing real-time insights into student performance. Instructors can easily tailor content to match their teaching style and course objectives.
Content is organized around a clear, intuitive framework that aligns with how instructors naturally teach consumer behavior, starting with foundational concepts and building toward application. This logical flow helps students grasp complex ideas more easily, improving engagement and outcomes.
Chapter narratives emphasize how consumer behavior insights drive value in marketing, product development and strategy, illustrated through practical, real-world applications, helping students connect theory to practice and making the material more actionable.
Table of contents
Chapters
Part I. Introduction
Resources
Instructor resources for this title can include manuals, test banks, educator guides, multimedia and companion sites. Sign in to see what is available.
Pricing and formats
MindTap
Give students content, practice, assignments, and AI support, with real-time insights to track their progress.
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Choose the Cengage content and Learning Platform that fit your course while giving students access to Cengage Learning Platforms and our entire eBook library with one subscription.
4-12 month student access
eBook
Give students digital access to textbook content with tools to highlight, bookmark and search as they read.
Paperback
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