BIK0028/BIH2014: List of main theories and concepts

There are other concepts in the lectures/textbook, which you can use in addition to these to further develop your analysis. Please ensure to follow the guidance document.

	Lecture/week	Example of Theory/concept/model
1	Perspectives on consumers &Consumption	Consumer segmentation variables (essential to develop your consumer profile in the assessment)Needs, wants and desire
2	Decision making & Involvement	Decision-making Process Model (e.g., DMP stages, consumer’ sets etc.)Consumer Involvement
3	Learning & Memory	Classical ConditioningOperant Conditioning (Positive reinforcement/Negative reinforcement/ Punishment)
4	Perception and meaning	Perceptual process
5	The Self	The self-conceptMultiple SelvesThe Extended Self (and/or its updated version in the digital world)Symbolic consumption
6	Consumer Experience & Experiential Marketing Mix	Experiential Marketing MixCo-creation
7	Consumers and their social groups	Reference groupsForms of reference group influence (e.g., Normative, Informational, Value- Expressive)Opinion leadership & WOMBrand community
8	Consumers and their culture	Movement of Meaning modelRitualsSubcultureSacred Consumption
9	Motivation, Personality & lifestyle	MotivationMaslow’s hierarchy of needsPersonalityLifestyle
10	Attitude	The ABC model of attitudes & hierarchies of effectsCelebrity EndorsementElaboration Likelihood Model (ELM)

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