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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