Theories

I have been researching different theories that I can relate to my research:

Hegemony
Cultural hegemony is the philosophic and sociological theory, by the Marxist philosopher Antonio Gramsci, that a culturally diverse society can be dominated (ruled) by one social class, by manipulating the societal culture (beliefs, explanations, perceptions, values) so that its ruling-class worldview is imposed as the societal norm, which then is perceived as a universally valid ideology and status quo beneficial to all of society, whilst benefiting only the ruling class.

Dominant Ideologies
The dominant ideology, in Marxist theory, is the set of common values and beliefs shared by most people in a given society, framing how the majority think about a range of topics. The dominant ideology is understood in Marxism to reflect, or serve, the interests of the dominant class in that society - if the dominant ideology conflicted with the legitimacy of the dominant class's rule, then society would have to be in a state of war with itself, with the dominant class appearing as an illegitimate occupation. This theory is summarized in the slogan: The dominant ideology is the ideology of the dominant class.
One way to understand Marxist revolutionary praxis is that it seeks to achieve just that situation of social unrest in which the ruling class is seen as illegitimate - a necessary precursor to achieving the aim of overthrowing the dominant class of capitalism, the bourgeoisie. The ideology of the working class has to achieve dominance, in order for the working class to become the dominant class.

Socio Economics
A branch of economics that focuses on the relationship between social behavior and economics. Social economics examines how social norms, ethics and other social philosophies that influence consumer behavior shape an economy, and uses history, politics and other social sciences to examine potential results from changes to society or the economy.

Consumer Choice
Consumer choice is a theory of microeconomics that relates preferences for consumption goods and services to consumption expenditures and ultimately to consumer demand curves. The link between personal preferences, consumption, and the demand curve is one of the most closely studied relations in economics. Consumer choice theory is a way of analyzing how consumers may achieve equilibrium between preferences and expenditures by maximizing utility as subject to consumer budget constraints.
Preferences are the desires by each individual for the consumption of goods and services that translate into choices based on income or wealth for purchases of goods and services to be combined with the consumer's time to define consumption activities.
Consumption is separated from production, logically, because two different consumers are involved. In the first case consumption is by the primary individual; in the second case, a producer might make something that he would not consume himself. Therefore, different motivations and abilities are involved.
The models that make up consumer theory are used to represent prospectively observable demand patterns for an individual buyer on the hypothesis of constrained optimization.
Prominent variables used to explain the rate at which the good is purchased (demanded) are the price per unit of that good, prices of related goods, and wealth of the consumer.
The fundamental theorem of demand states that the rate of consumption falls as the price of the good rises. This is called the substitution effect. Clearly if one does not have enough money to pay the price then they cannot buy any of that item. As prices rise, consumers will substitute away from higher priced goods and services, choosing less costly alternatives. Subsequently, as the wealth of the individual rises, demand increases, shifting the demand curve higher at all rates of consumption. This is called the income effect. As wealth rises, consumers will substitute away from less costly inferior goods and services, choosing higher priced alternatives