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Table of Contents

PART I: INTRODUCTION. 1. What Is CB and Why Should I Care? 2. Value and the Consumer Behavior Value Framework. Part 1 Case Studies. PART II: INTERNAL INFLUENCES. 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. PART III: EXTERNAL INFLUENCES. 8. Consumer Culture. 9. Micro-cultures. 10. Group Influence. Part 3 Case Studies. 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 4 Case Studies. PART V: CONSUMPTION AND BEYOND. 14. Consumption to Satisfaction. 15. Consumer Relationships. 16. Consumer and Marketing Misbehavior. Part 5 Case Studies.

About the Author

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 specialities 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. 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.

Reviews

"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."
"CB gives a broad coverage of consumer behavior in a format that students relate to and are more apt to read before class."

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