Semiotic Inception, Attitude Altering, and Behavioral Expression: Understanding the Foundation of Organizational Knowledge Construction




Semiotics, Attitude Altering, Elaboration Likelihood Model, Behavioral Control and Expression, SIAB Framework


This study explores the theory of semiotics and how it is processed in the cognitive space of a person (a complex adaptive system) with a focus on an individual’s response to persuasive arousal, how behavior is altered, and how habits are formulated. The study involves reviewing on the theory of semiotics, attitude altering, and behavior enactment. An SIAB framework is constructed from the combination of multiple fields of knowledge domains. The proof of the framework construction validity is verified by systematic literature review and meta-analysis techniques on the past marketing semiotic research. The framework can explain how humans incept the sign, how the sign influences attitudes, and how behavior is expressed. The SIAB framework can be the foundation to explain how individual knowledge is constructed, which can support many future studies.

Author Biographies

Chulatep Senivongse, Ph.D., Bangkok University

Dr. Chulatep is a full-time academic Lecturer and Researcher at Bangkok University. With his educational background in Electrical Engineering, Computer Engineering, and Business Management, he had been working in IT and Telecommunication fields for almost the entirety of his career, except a little break to run as a Chief Knowledge Officer, where he grew his fondle over the area of Knowledge Management. He received Ph.D. in Knowledge and Innovation Management from Bangkok University in 2017.


His research interest is in the area of organizational learning. He developed his expertise in organizational absorptive capacity. He also grows his interest in the area of multidisciplinary knowledge assimilation and transformation, as well as in the area of indicative measurement using knowledge objectives and indicator.


Dr. Chulatep’s preferred teaching style is the participatory learning method. He believes the best learning comes from peer-to-peer learning with in-class group-learning exercises. His class will be full of case studies, involving tools and different methods to help stimulate practical learning to ensure students’ practical development of knowledge and skills to be able to apply into their future career with a fun and entertaining learning atmosphere.

Alex Bennet, Ph.D., Mountain Quest Institute

Alex Bennet, a Professor at the Bangkok University Institute for Knowledge and Innovation Management, is internationally recognized as an expert in knowledge management and an agent for organizational change. Prior to founding the Mountain Quest Institute, she served as the Chief Knowledge Officer and Deputy Chief Information Officer for Enterprise Integration for the U.S. Department of the Navy, and was co-chair of the Federal Knowledge Management Working Group. Dr. Bennet is the recipient of the Distinguished and Superior Public Service Awards from the U.S. government for her work in the Federal Sector. Alex is a Delta Epsilon Sigma and Golden Key National Honor Society graduate with a Ph.D. in Human and Organizational Systems; degrees in Management for Organizational Effectiveness, Human Development, English and Marketing; and certificates in Total Quality Management, System Dynamics and Defense Acquisition Management.