This paper describes and reviews the theory of planned behavior (TPB). The focus is on evidence supporting the further extension of the TPB in various ways. Empirical and theoretical evidence to support the addition of 6 variables to the TPB is reviewed: belief salience measures, past behaviodhabit, perceived behavioral control (PBC) vs. selfefficacy, moral norms, self-identity, and affective beliefs. In each case there appears to be growing empirical evidence to support their addition to the TPB and some understanding of the processes by which they may be related to other TPB variables, intentions, and behavior. Two avenues for expansion of the TPB are presented. First, the possibility of incorporating the TPB into a dual-process model of attitude-behavior relationships is reviewed. Second, the expansion of the TPB to include consideration of the volitional processes determining how goal intentions may lead to goal achievement is discussed.

Extending the Theory of Planned Behavior: A Review and Avenues for Further Research

Preface Introduction: The Role of the Reader I. Open 1. The Poetics of the Open Work 2. The Semantics of Metaphor 3. On the Possibility of Generating Aesthetic Messages in an Edenic Language II. Closed 4. The Myth of Superman 5. Rhetoric and Ideology in Sue's Les Mysteres de Paris 6. Narrative Structures in Fleming III. Open/Closed 7. Peirce and the Semiotic Foundations of Openness: Signs as Texts and Texts as Signs 8. Lector in Fabula: Pragmatic Strategy in a Metanarrative Text Appendix 1 Appendix 2 Bibliography

The Role of the Reader: Explorations in the Semiotics of Texts

https://www.cba.uh.edu/kacen/documents/KacenLee_ImpulseBuyingJCP.pdf

The Influence of Culture on Consumer Impulsive Buying Behavior

This research investigated impulse buying as resulting from the depletion of a common—but limited—resource that governs self-control. In three investigations, participants’ self-regulatory resources were depleted or not; later, impulsive spending responses were measured. Participants whose resources were depleted, relative to participants whose resources were not depleted, felt stronger urges to buy, were willing to spend more, and actually did spend more money in unanticipated buying situations. Participants having depleted resources reported being influenced equally by affective and cognitive factors and purchased products that were high on each factor at equal rates. Hence, self-regulatory resource availability predicts whether people can resist impulse buying temptations.

/pdf/spent-resources-self-regulatory-resource-availability-32urhqdyrs.pdf

Spent Resources: Self‐Regulatory Resource Availability Affects Impulse Buying

The search for self-identity is a key determinant of postmodern consumption so it is essential for marketers to understand the concept and dynamics of self, the symbolic meaning of goods and the role played by brands. Building from the concept of advertising literacy, this paper outlines a model of the dialectical relationship between self-identity and social-identity, the domains of self-symbolism and social-symbolism, and the process of the mediated experience of advertising and the lived experience of products/services. Implications for brand strategy are discussed in relation to trust, deep meaning and the possibilities for mass-market brands to have personal meaning for the individual.

Brands as symbolic resources for the construction of identity

This article reports on a study of addictive consumption in the UK. Individual depth interviews with 15 women were followed by a mail survey of a further 46 self-identified addictive shoppers. The study suggests that the behaviour serves a variety of functions for the individual and that there is no simple uniform picture of an addictive shopper. Prime functions of the behaviour are to repair mood, and to increase the ability to match perceptions of socially desirable or required appearances. The behaviour is located in the context of postmodern fragmentation, in which personal identity is manifested in a reliance on affect-charged experiences. Links are made with other aspects of consumption pathology.

Addictive consumption: Function and fragmentation in postmodernity

SUMMARY
The symbolic meaning of brands of trainers is explored using a free-response stimulus-bound methodology. Gender differences in the meaning of brands are related to thresholds of elaborative processing of advertising messages. Age differences are related to transformational aspects of advertising for fashion products. The implications for meaning research and strategic brand concept-image management are discussed.

Exploring the Symbolic Meaning of Brands

Recent developments in advertising imagery often involve the use of overt sexuality. Consumer responses to advertisements using a range of sexual explicitness are explored using a discourse analytic approach. The dominant negative themes articulated across sex and age groups concerned the use of sex-role stereotypes and the objectification of women. Dominant positive themes shared by both sexes involved equality in sexual representations and sexuality as art. Younger consumers' discourse concerned how advertising can add symbolic value to consumption by investing the products with a romantic style of sexuality which becomes a potent cultural form drawing its energy from the desires of the body. The shared dominant themes were supported by gendered interpretive repertoires. The unexpected gender consistency in dominant themes is discussed in relation to the cultural function of advertising as art in allowing women to speak more easily of their desires through consumption choices.

Overt sexuality in advertising: A discourse analysis of gender responses

Re-coding gender representations: Women, cleaning products, and advertising's “New Man”

The theory of reasoned action was tested in a field study for its ability to predict behaviour at the organizational level of analysis. The study also investigated the role of personal belief salience in improving the explanatory abilities of the theory of reasoned action, and in providing additional guidance as to key differences in belief salience between groups. Key informants in 70 medium and large companies, 35 users of market research and 35 non-users, were interviewed about their attitudes towards the commissioning of market research in the next 12 months, and their perceptions of the beliefs of their socially normative referents. A measure of personal belief salience was also used. Data on actual behaviour was collected 12 months later. The results demonstrate that the model is at least as successful at explaining behaviour at an organizational level as at an individual level. With the use of a measure of personal belief salience not only can overall attitudes be predicted much more accurately, but these salient attitudes differentiate between users and non-users of marketing research and can thus be used for differential targeting of persuasive communications.

Richard Elliott

Papers

Addictive consumption: Function and fragmentation in postmodernity

Exploring the Symbolic Meaning of Brands

Overt sexuality in advertising: A discourse analysis of gender responses

Re-coding gender representations: Women, cleaning products, and advertising's “New Man”

Using the theory of reasoned action to understand organizational behaviour: the role of belief salience