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

Abstract

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.