Created through a "student-tested, faculty-approved" review process with input from more than 175 students and instructors, CB, Second Edition, provides a streamlined introduction to the core concepts and applications of contemporary consumer behavior.

This engaging and accessible solution accommodates the diverse lifestyles of today's learners by providing a full suite of proven learning tools, including chapter by chapter study cards, interactive quizzes, downloadable flash cards, multimedia resources, and more, all in a convenient package at a value based price.

"Using CB in my classes has been a very positive experience. I have found the content to be well written and grounded in traditional consumer behavior theory, while my students seem to relate particularly well with the timely examples provided by the authors."-Dr. C. David Shepherd; Georgia Southern University

"CB is a well written book, that has a focused perspective on both practical and theoretical aspects of consumer behavior. Students see CB as more relevant compared to some of the other texts out there."-Susan Myers; University of Central Arkansas