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 to top]
Key Terms
anthropology: study in which researchers interpret relationships between people and the
things they purchase, the products they own, and the activities in which they participate
attributes: product features that deliver a desired consumer benefit
behavioural economics: study of what happens in markets with decision makers who
display human limitations and complications
benefits: positive results of consumption
big data: the massive amounts of data available to companies, which can potentially be
used to predict customer behaviours
cognitive psychology: study of the intricacies of mental reactions involved in information
processing
collaborative consumption: rental transaction activity that is consumer to consumer,
rather than business to consumer or business to business
consumer behaviour: set of value-seeking activities that take place as people go about
addressing needs
consumer behaviour as a field of study: study of consumers as they go about the
consumption process; the science of studying how consumers seek value to address needs
consumer (customer) orientation: way of doing business in which the actions and
decision-making of the institution prioritize consumer value and satisfaction above all other
concerns
consumption: process by which goods, services, or ideas are used and transformed into
value
costs: negative results of consumption
differentiated marketers: firms that serve multiple market segments, each with a unique
product offering
economics: the study of production and consumption, including the distribution of
resources, goods, and services
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 to top]
Key Terms
anthropology: study in which researchers interpret relationships between people and the
things they purchase, the products they own, and the activities in which they participate
attributes: product features that deliver a desired consumer benefit
behavioural economics: study of what happens in markets with decision makers who
display human limitations and complications
benefits: positive results of consumption
big data: the massive amounts of data available to companies, which can potentially be
used to predict customer behaviours
cognitive psychology: study of the intricacies of mental reactions involved in information
processing
collaborative consumption: rental transaction activity that is consumer to consumer,
rather than business to consumer or business to business
consumer behaviour: set of value-seeking activities that take place as people go about
addressing needs
consumer behaviour as a field of study: study of consumers as they go about the
consumption process; the science of studying how consumers seek value to address needs
consumer (customer) orientation: way of doing business in which the actions and
decision-making of the institution prioritize consumer value and satisfaction above all other
concerns
consumption: process by which goods, services, or ideas are used and transformed into
value
costs: negative results of consumption
differentiated marketers: firms that serve multiple market segments, each with a unique
product offering
economics: the study of production and consumption, including the distribution of
resources, goods, and services
