CB 9: Consumer Behavior

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.

Barry J. Babin has authored more than 100 research publications in some of today's most prestigious peer-reviewed research periodicals such as the Journal of Marketing, Journal of Consumer Research, Journal of Business Research, Journal of Retailing, Psychology and Marketing, Journal of the Academy of Marketing Science and the International Journal of Wine Business Research. Dr. Babin is currently Phil B. Hardin Professor of Marketing and Chair of the Department of Marketing, Analytics, & Professional Sales in the Ole Miss School of Business Administration. He has won numerous honors for his research, including the Louis K. Brandt Faculty Research Award from the University of Southern Mississippi, Outstanding Researcher in the COB at Louisiana Tech University, the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award and the 1997 Omerre Deserres Award for Outstanding Contributions to Retail and Service Environment Research. He has also been recognized with the Academy of Marketing Science’s prestigious Harold W. Berkman Distinguished Service Award and the AMS/Vector Marketing Distinguished Marketing Educator Award. Dr. Babin is a past president of the Academy of Marketing Science and the Society for Marketing Advances and has been recognized as a distinguished fellow of both organizations. His research focuses on the effect of the service environment in creating value for employees and customers and on the impact of big data on consumer liberty. He offers expertise in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His teaching specialties involve advanced methods of marketing and consumer research and creative problem solving. A frequent international lecturer, he has presented in Australia, South Korea, France, Germany, Mexico, New Zealand, South Africa, Canada, Sweden, Norway, Peru, Israel and the United Kingdom.

Eric G. Harris is a faculty member in the Department of Marketing in the Barney Barnett School of Business & Free Enterprise at Florida Southern College. He has professional and consulting experience in marketing promotions, sales, consumer behavior, health care administration and research. He has authored numerous peer-reviewed journal articles, conference papers and textbooks. His research has been published in journals such as Journal of the Academy of Marketing Science, Psychology & Marketing, Journal of Marketing Theory & Practice, Journal of Advertising, Journal of Business Research and Journal of Marketing Education, and he has presented papers at American Marketing Association, Academy of Marketing Science and Society for Marketing Advances conferences, among others. He has won numerous teaching, service and research awards, and in 2023, one of his works was deemed a milestone work in sales management by his peers. He currently serves as an associate editor of Journal of Managerial Issues and is a member of several review boards including Journal of Marketing Theory and Practice, Journal of Services Marketing and Services Marketing Quarterly. Prior to joining Florida Southern, he served as associate dean for undergraduate studies in the Kelce College of Business at Pittsburg State University. He also served on the faculty of University of South Florida. Prior to coming to academics, Dr. Harris worked in retail analysis, marketing promotions and advertising for a number of companies, including Coca-Cola Enterprises. He also has a lengthy career as a guitarist in the rock music industry. He has extensive experience in the industry and operates his own recording company from which he regularly releases music.