CB, Consumer Behaviour
3rd Canadian Edition
by Barry J. Babin
Complete Chapter Solutions Manual are included (Ch
1 to 16)
** Immediate Download
** Swift Response
** All Chapters included
** Chapter Case Solutions
,Enriched Instructor’s Manual
Babin, CB, 3Ce, 2024, 9781774746646; Chapter 1: What Is CB, and Why Should I Care?
Table of Contents
Purpose and Perspective of the Chapter ................................................................................... 2
Cengage Supplements ................................................................................................................ 2
Chapter Objectives ..................................................................................................................... 2
Key Terms ................................................................................................................................... 3
What's New in This Chapter........................................................................................................ 6
Chapter Outline........................................................................................................................... 6
Discussion Questions................................................................................................................ 15
Additional Activities and Assignments ...................................................................................... 17
Additional Resources ............................................................................................................... 18
Cengage Video Resources .............................................................................................................................. 18
External Videos or Playlist .............................................................................................................................. 18
Appendix ................................................................................................................................... 19
Generic Rubrics .............................................................................................................................................. 19
Standard Writing Rubric................................................................................................................................. 19
Standard Discussion Rubric............................................................................................................................ 20
,Purpose and Perspective of the Chapter
The purpose of this chapter is to give students an overview of what consumer behaviour
(CB) is and why it is relevant to them. A consumer makes a decision with the intention of
improving their life—that is, doing something of value. The process of making a purchase
starts a chain reaction of value-creating actions. As one can see, people’s behaviour as
consumers is critically important not just to themselves but to many other people. This is
why so many people, not just marketing people, are interested in learning about consumer
behaviour. It is true that the marketer who understands consumers will be able to design
products with greater value potential and thus a greater chance of enhancing the well-
being of stakeholders, including the company and customers. Recognizing trends such as
machine learning and big data helps marketers anticipate new ways to reach customers,
different ways to use existing channels, and take advantage of new data sources to better
inform their marketing plans. An understanding of consumer behaviour can mean better
business for companies, better public policy for governments, and a better life for
individuals and households.
Cengage Supplements
The following product-level supplements provide additional information that may help you
in preparing your course. They are available in the Instructor Resource Centre.
• Educator’s Guide (describes assets in the platform with a detailed breakdown of
activities by chapter with seat time)
• PowerPoint (provides text-based lectures and presentations)
• Cognero Test Bank (contains assessment questions and problems)
• Instructor Solutions Manual (provides hints and answers to all questions from in-
text case studies)
• Image Library (includes a digital copy of all text images and exhibits)
Chapter Objectives
The following objectives are addressed in this chapter:
1-1 Understand the meaning of consumption and consumer behaviour.
1-2 Describe how consumers get treated differently in various types of exchange
environments.
1-3 Explain the role of consumer behaviour in business and society.
1-4 Be familiar with basic approaches to studying consumer behaviour.
1-5 Describe why consumer behaviour is so dynamic and how recent trends affect
consumers.
, [return vto vtop]
Key Terms
v
anthropology: vstudy vin vwhich vresearchers vinterpret vrelationships vbetween vpeople vand vthe
vthings vthey vpurchase, vthe vproducts vthey vown, vand vthe vactivities vin vwhich vthey vparticipate
attributes: vproduct vfeatures vthat vdeliver va vdesired vconsumer vbenefit
behavioural veconomics: vstudy vof vwhat vhappens vin vmarkets vwith vdecision vmakers vwho
vdisplay vhuman vlimitations vand vcomplications
benefits: vpositive vresults vof vconsumption
big vdata: vthe vmassive vamounts vof vdata vavailable vto vcompanies, vwhich vcan vpotentially vbe
vused vto vpredict vcustomer vbehaviours
cognitive vpsychology: vstudy vof vthe vintricacies vof vmental vreactions vinvolved vin vinformation
vprocessing
collaborative vconsumption: vrental vtransaction vactivity vthat vis vconsumer vto vconsumer,
vrather vthan vbusiness vto vconsumer vor vbusiness vto vbusiness
consumer vbehaviour: vset vof vvalue-seeking vactivities vthat vtake vplace vas vpeople vgo vabout
vaddressing vneeds
consumer vbehaviour vas va vfield vof vstudy: vstudy vof vconsumers vas vthey vgo vabout vthe
vconsumption v process; v the v science v of v studying v how v consumers v seek v value v to v address
v needs
consumer v(customer) vorientation: vway vof vdoing vbusiness vin vwhich vthe vactions vand
vdecision-making vof vthe vinstitution vprioritize vconsumer vvalue vand vsatisfaction vabove vall
vother vconcerns
consumption: vprocess vby vwhich vgoods, vservices, vor videas vare vused vand vtransformed vinto
vvalue
costs: vnegative vresults vof vconsumption
differentiated vmarketers: vfirms vthat vserve vmultiple vmarket vsegments, veach vwith va vunique
vproduct voffering
economics: vthe vstudy vof vproduction vand vconsumption, vincluding vthe vdistribution vof
vresources, vgoods, vand vservices
3rd Canadian Edition
by Barry J. Babin
Complete Chapter Solutions Manual are included (Ch
1 to 16)
** Immediate Download
** Swift Response
** All Chapters included
** Chapter Case Solutions
,Enriched Instructor’s Manual
Babin, CB, 3Ce, 2024, 9781774746646; Chapter 1: What Is CB, and Why Should I Care?
Table of Contents
Purpose and Perspective of the Chapter ................................................................................... 2
Cengage Supplements ................................................................................................................ 2
Chapter Objectives ..................................................................................................................... 2
Key Terms ................................................................................................................................... 3
What's New in This Chapter........................................................................................................ 6
Chapter Outline........................................................................................................................... 6
Discussion Questions................................................................................................................ 15
Additional Activities and Assignments ...................................................................................... 17
Additional Resources ............................................................................................................... 18
Cengage Video Resources .............................................................................................................................. 18
External Videos or Playlist .............................................................................................................................. 18
Appendix ................................................................................................................................... 19
Generic Rubrics .............................................................................................................................................. 19
Standard Writing Rubric................................................................................................................................. 19
Standard Discussion Rubric............................................................................................................................ 20
,Purpose and Perspective of the Chapter
The purpose of this chapter is to give students an overview of what consumer behaviour
(CB) is and why it is relevant to them. A consumer makes a decision with the intention of
improving their life—that is, doing something of value. The process of making a purchase
starts a chain reaction of value-creating actions. As one can see, people’s behaviour as
consumers is critically important not just to themselves but to many other people. This is
why so many people, not just marketing people, are interested in learning about consumer
behaviour. It is true that the marketer who understands consumers will be able to design
products with greater value potential and thus a greater chance of enhancing the well-
being of stakeholders, including the company and customers. Recognizing trends such as
machine learning and big data helps marketers anticipate new ways to reach customers,
different ways to use existing channels, and take advantage of new data sources to better
inform their marketing plans. An understanding of consumer behaviour can mean better
business for companies, better public policy for governments, and a better life for
individuals and households.
Cengage Supplements
The following product-level supplements provide additional information that may help you
in preparing your course. They are available in the Instructor Resource Centre.
• Educator’s Guide (describes assets in the platform with a detailed breakdown of
activities by chapter with seat time)
• PowerPoint (provides text-based lectures and presentations)
• Cognero Test Bank (contains assessment questions and problems)
• Instructor Solutions Manual (provides hints and answers to all questions from in-
text case studies)
• Image Library (includes a digital copy of all text images and exhibits)
Chapter Objectives
The following objectives are addressed in this chapter:
1-1 Understand the meaning of consumption and consumer behaviour.
1-2 Describe how consumers get treated differently in various types of exchange
environments.
1-3 Explain the role of consumer behaviour in business and society.
1-4 Be familiar with basic approaches to studying consumer behaviour.
1-5 Describe why consumer behaviour is so dynamic and how recent trends affect
consumers.
, [return vto vtop]
Key Terms
v
anthropology: vstudy vin vwhich vresearchers vinterpret vrelationships vbetween vpeople vand vthe
vthings vthey vpurchase, vthe vproducts vthey vown, vand vthe vactivities vin vwhich vthey vparticipate
attributes: vproduct vfeatures vthat vdeliver va vdesired vconsumer vbenefit
behavioural veconomics: vstudy vof vwhat vhappens vin vmarkets vwith vdecision vmakers vwho
vdisplay vhuman vlimitations vand vcomplications
benefits: vpositive vresults vof vconsumption
big vdata: vthe vmassive vamounts vof vdata vavailable vto vcompanies, vwhich vcan vpotentially vbe
vused vto vpredict vcustomer vbehaviours
cognitive vpsychology: vstudy vof vthe vintricacies vof vmental vreactions vinvolved vin vinformation
vprocessing
collaborative vconsumption: vrental vtransaction vactivity vthat vis vconsumer vto vconsumer,
vrather vthan vbusiness vto vconsumer vor vbusiness vto vbusiness
consumer vbehaviour: vset vof vvalue-seeking vactivities vthat vtake vplace vas vpeople vgo vabout
vaddressing vneeds
consumer vbehaviour vas va vfield vof vstudy: vstudy vof vconsumers vas vthey vgo vabout vthe
vconsumption v process; v the v science v of v studying v how v consumers v seek v value v to v address
v needs
consumer v(customer) vorientation: vway vof vdoing vbusiness vin vwhich vthe vactions vand
vdecision-making vof vthe vinstitution vprioritize vconsumer vvalue vand vsatisfaction vabove vall
vother vconcerns
consumption: vprocess vby vwhich vgoods, vservices, vor videas vare vused vand vtransformed vinto
vvalue
costs: vnegative vresults vof vconsumption
differentiated vmarketers: vfirms vthat vserve vmultiple vmarket vsegments, veach vwith va vunique
vproduct voffering
economics: vthe vstudy vof vproduction vand vconsumption, vincluding vthe vdistribution vof
vresources, vgoods, vand vservices
