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Behvaior Theories
- Regulatory Focus/Fit Higgins 1987;1997
- Construal Level Theory Troupe & Liberman, 2007;2010
- Flow Theory Ciskszementhalyi, 1990
- Attitude Theory of Reasoned Action, Fishbein & Ajzen, 1975
- Theory of planned behavior, Ajzen, 1991
- Behavioral Decision Theory, Slovic, Fischhoff, Linchestein, 1977
- Innovation Diffusion Theory, Bass, 1969; Rogers, 1983
- Marketing Theories
- Information Processing Theories
- Information processing theory (Bettman, 1979)
- Heuristic - Systematic Model (Chaiken, 1980)
- Accessibility - diagnosticity theory (Feldman & Lynch, 1988)
- Persuasion Knowledge Model (PKM) (Friestad & Wright,
1994)
- Elaboration Likelihood Model (ELM) (Petty & Cacciopo, 1981)
- Fluency Theory (Schwarz, 2004)
- Assimilation/Contrast Theory (Sherif & Hovland, 1961)
- Dual Coding Theory (Paivio, 1971; 1986)
- Expectancy Disconfirmation model (Oliver, 1980)
- Information processing theory (Bettman, 1979)
- Social Theories
- Social Comparison Theory (Festigner, 1954)
- Reference Group Theory (Park & Lesing, 1977; Bearden & Etzel, 1982)
- Social Identity Theory (Hogg, 2003)
- Social Comparison Theory (Festigner, 1954)
- Personality Theories
- Personality Trait Theory (Costa & McCare, 1985)
- Implicit personality theories (Dweck, Chiu, & Hong, 1995; Dweck, 2000)
- Self-Construal Theory (Markus & Kitayama, 1991; Singelis, 1994
- Personality Trait Theory (Costa & McCare, 1985)
- Emotion Theories
- Appraisal Theory of Emotions (Roseman, 1991)
- Appraisal Theory of Emotions (Roseman, 1991)
- Information Processing Theories
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