CB 10th edition by Babin

CB, 10th edition by Babin, is a Cengage textbook that introduces consumer behavior through a concise, visually engaging approach. The text examines how consumers think, feel, decide, buy, use, and respond to products, services, brands, and marketing messages. Key topics include perception, motivation, learning, attitudes, decision making, culture, social influence, and the consumer marketplace. Designed for marketing and business courses, this edition helps students connect behavioral concepts to practical marketing strategy and understand why consumer insights matter in today’s competitive environment.